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

www.MarketplaceSellerCourses.com/Berea


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

Related Video Shorts

• Add Testimonials, Unboxing, Comparison or How-To Video

• Link to in Feedback Emails

• Catchy Title & Thumbnail

AMZ Product Videos



• Optimize your Product Listings• Drive Internal & External Traffic• Analyze Sessions & Conversion Rates

Maximize ongoing Sales by Continually Optimizing & Analyzing Listings

Amazon Optimization CycleContinual Listing Improvement

Drive Traffic

AnalyzeListings

OptimizeListings



5. Launching New Products


Winning The Buy BoxHow to Successfully Launch a Business on Amazon

• Featured Merchant Status• Use Fulfillment by Amazon• Utilize Storefront Link

You can only run Amazon Campaigns when you win the buy box

How the Buy Box Works


Driving External TrafficHow to Successfully Launch a Business on Amazon

• Paid Social Media• Bloggers/Influencers• Affiliate Marketing

Launch and Increase Amazon Sales

Driving External Traffic through your Storefront Guarantees the Buy Box


Amazon Product ReviewsHow to Successfully Launch a Business on Amazon

• Send Automated Feedback Request Emails• Note in the Package Requesting a Review• Discounts 20%+ Remove “Verified Purchase”

Amazon Policy prohibits reviews that are not from customers of the product

Gaining Verified Product Reviews



• Run Automatic & Manual Campaigns• Add Broad, Phrase & Exact Match• Add New Keywords, Optimize for ACoS

ACoS = Acquired Cost of Sale. $10 Spend => $100 Sales equals 10% ACoS

Amazon Campaign ManagementCreating & Optimizing Amazon Campaigns



• Can be applied to multipack purchases

*Social Media Promo Code’s are only available with Brand Registry 2.0

Amazon PromotionsPercentage Off

Buy One, Get One• Product of equal (or lesser) value

Free Shipping• Limited Time, or Update Shipping Settings

• Marketing Page w/Link to promoteSocial Media Promo Code*

Giveaway• Offer items for Free to Generate Buzz


Amazon Tools & ResourcesHow to Successfully Launch a Business on Amazon

www.MarketplaceSellerCourses.com/Tools

Increase Sales | Protect Your Account | Scale Your Business


Top 10 Must-Have Tools for Amazon Sellers

$2,000 $500

City of Berea Special Offer

www.MarketplaceSellerCourses.com/Berea

1. Intro to Selling on Amazon2. Creating Your Storefront3. Optimizing Product Listings4. Launching New Products5. Amazon Seller Issues6. Flat File Templates

For Individual Courses Use Coupon Code: Berea



Connect with Shannon Roddy

www.LinkedIn.com/in/Shannon-Roddy





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