How to Successfully Launch a Business on · Registered Trademarks are now essential for Success on...

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How to SuccessfullyLaunch a Business on

www.MarketplaceSellerCourses.com

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Top 10 Must-Have Tools for Amazon Sellers

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Shannon RoddyAmazon Seller Consultant

How to Successfully Launch a Business on Amazon

• 6+ Years working in eCommerce• Founder of Marketplace Seller Courses• Worked with over 75 Amazon Clients

My Passion is Helping Others Start and Grow their Amazon Business

What We’ll Cover1. Current State of Amazon2. Types of Sellers & Fees3. Requirements for Success4. Listing Optimization5. Launching New Products

1. Current State of Amazon

About AmazonLargest US online retailer

• $177 Billion in Amazon sales• 550 Million products available• 50% of all Online Retail Sales• 2 Million active Sellers

Amazon.com is now the primary destination for online shoppers

Amazon’s Reach300 Million Active Amazon Customers100 Million Amazon Prime Members

• 30% of Customers are Prime• 80% of Prime members filter by FBA• Prime Members spend 2-3x More

Fulfillment by Amazon is becoming critical to Amazon Success

Amazon FulfillmentFulfilled by Merchant (FBM)

Using FBA allows sellers to create a scalable business at affordable cost

Fulfilled by Amazon (FBA)

• You fulfill all orders directly• You handle customer service

• You ship products to Amazon• Amazon fulfills orders directly

2. Types of Sellers & Fees

Types of Amazon SellersHow to Successfully Launch a Business on Amazon

Brands and Private Labels offer a Unique Product to the Marketplace

Brand/Private Label• Create & sell your branded Product• Control the listing/detail page content• Market & Advertise on-and-off Amazon

• Sell existing or new products• Create a unique user experience• Request exclusive distribution

Reseller/Authorized Reseller

Types of Amazon SellersHow to Successfully Launch a Business on Amazon

Resellers & Authorized Sellers offer a Unique Experience to the Marketplace

Opportunity vs ChallengeBuilding a Brand on Amazon

• Brand• Manufacturer• Private Label• Authorized Reseller• Retail Arbitrage

Private Labels can make the investment to build to the brand level

Increased OpportunityIncreased Challenge

Opportunity & CompetitionDiscovering the Value You can Provide

High Search Volume/Low Competition is the Key to Opportunity

Existing Products New Products• Competing Sellers• Price & Distribution

• Competitor Products• Current Demand

Multi-PacksCreating Multi-Pack Product Listings

• Create your own unique listing to sell on• Increase average order value and profit margin• Great for consumable or high re-order products

Multi-packs may require a UPC code depending on the category

Product BundlesHow to Successfully Launch a Business on Amazon

Well-designed product bundles provide convenience and value to buyers

Creating Product Bundles• Complimentary Products

• Listed in Single Category

• Contain unique UPC Code

Initial Investment for BrandsHow to Successfully Launch a Business on Amazon

Initial Investment Not Required for Products with Existing Listings

Start-up Costs to Consider• UPC Codes from GS1• Trademark Registration• Product Photography• Copywriting for Listings• Packaging/Labeling

Amazon Fees to ConsiderHow to Successfully Launch a Business on Amazon

Profitability is more important than quantity of product sales

• Prepping/Shipping Products to FBA• FBA Fees• Referral Fees • FBA Storage Fees• Pro Seller Account• Advertising Costs

Ongoing Amazon Fees

3. Requirements for Success

Purchasing UPC CodesHow to Successfully Launch a Business on Amazon

Amazon recommends Sellers obtain UPC codes from GS1

GS1 UPC Code Updates for AmazonNumber of Items Initial Fee Annual Fee• 1 – 10 $250 $50• 1 – 100 $750 $150• 1 – 1,000 $2,500 $500

Registering a TrademarkHow to Successfully Launch a Business on Amazon

Registered Trademarks are now essential for Success on Amazon

Protecting your Brand• United States Patent & Trademark Office (USPTO)• Self-Application, Professional Service, Attorney• Essential for getting Amazon Brand Registry 2.0

Website & Social Media PresenceHow to Successfully Launch a Business on Amazon

Direct to Consumer Channels

Engaging with your customers gives you the ability to know their needs

• Create a User Experience you control• Generate Initial Product Reviews• Promote Products to Your Audience

Preventing Suspension on AmazonHow to Successfully Launch a Business on Amazon

1. Ship Products On Time w/Tracking2. Respond to Customer Inquiries in 24 hrs3. Abide by all known Amazon Policies4. Avoid using Copyrighted Material5. Comply with all Amazon Notices

Suspension Prevention is More Cost-Effective than Reinstatement

Focus on doing what is in your control

4. Listing Optimization

SEO Keyword ResearchHow to Successfully Launch a Business on Amazon

The goal of SEO is to discover what customers search for and get in front of it

Get in front of Your Audience• Initial list of product search terms• Competitor product search terms• SEO Keyword Research using Scope• Verify by putting back into Amazon

The Amazon Trifecta ultimately determines your success on Amazon

• Product Title• Product Features• Product Description

Incorporate SEO Search TermsProduct Discoverability

Discoverability

BuyabilityRankability

Product BuyabilityHow to Successfully Launch a Business on Amazon

You can charge more if your product is unique or offers greater value

Why Customers Purchase• Title• Images• Reviews• Price• Product Features• Description

Product RankabilityHow to Successfully Launch a Business on Amazon

Rankability is your product’s perceived value to Amazon customers

• Sales Performance History• Product Reviews• Product Price• Fulfillment Method• Availability & Selection

Elements Determining Rank

Product TitlesHow to Successfully Launch a Business on Amazon

Bad Example

Good Example

Naturally Treating & Preventing Dog Arthritis: The best decision for you and your pet!

SearchDogsUSA Double Strength Joint Supplements for Dogs - Chewable Tablets

Products with high search and branding require less optimization

Optimizing for Amazon

• Include Brand Name

• Include Top SEO Term

• Unique Value Proposition

• Size, Flavor or Color Options

Product ImagesHow to Successfully Launch a Business on Amazon

The main product image should consist only of the individual product

Primary Product Image

• 1500 x 1500 pixels

• Pure white background

• Product fills 80% of Image

Product ImagesHow to Successfully Launch a Business on Amazon

Highlighting Uses & Benefits Increases Conversions and Reviews/Ratings

Enhanced Product Images

• Lifestyle w/Text Overlay

• Stock Images w/Product

• Feature Highlight Graphic

Product FeaturesHow to Successfully Launch a Business on Amazon

Good Examples

FULLY ADJUSTABLE to 6 heights and 3 angles for any reading, eating or workingBUILT-IN CUPHOLDER allows you to conveniently store a drink without spillingGREAT VERSATILITY makes it great for eating, drawing or working on a laptop

Always focus on the Feature and the Benefit for each Bullet

Optimizing for Amazon

• Order of Customer Preference

• Include Top SEO Keyword Terms

• HIGHLIGHT first 2-3 Words

Product DescriptionsHow to Successfully Launch a Business on Amazon

Help the customer imagine the experience of owning or using your product

Relating to your Audience

• Include HTML Bold/Paragraph

• Product Use/Care Instructions

• Brand Owner Story

Product VideosHow to Successfully Launch a Business on Amazon

Increase your Conversion Rates and Highlight Product Features

How to Successfully Launch a Business on · Registered Trademarks are now essential for Success on...

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