Amazon Consulting - The Amazon Consulting Framework

The cornerstones of a successful strategy

The cornerstones of a successful Amazon strategy are explained in the following paragraphs:

Account Audits

When managing an Amazon account, it is not uncommon for the seller or vendor account to be unclear and for the legal and tax requirements in e-commerce, and especially at Amazon, to be high. For this reason, an audit of the relevant areas of the account should be carried out at the beginning of each project. This includes questions about invoice dispatch, legal texts, shipping settings, and storage. This prevents warnings or expensive tax problems.

Analysis of the product portfolio

If you already have sales in e-commerce, especially on Amazon, the first step is to analyze which products are the best sellers. This is done at the ASIN level. Based on this, the product portfolio, suitable complementary products, or products with potential (e.g., for new collections) are analyzed.

The status quo in the areas of SEO, brand content, and Amazon advertising is then determined.

If you want to start selling on Amazon and don't know which products are likely to be bestsellers, you can identify them through competitive and target group analysis.

Analysis of the competitive situation

Amazon Brand Analytics allows you to analyze the most frequently visited and clicked competitors for your products. This goes hand in hand with an initial analysis of the most relevant search terms for your products. Based on this evaluation, the sales and prices of competitors are examined along the most important search terms. Ultimately, prices and sales can be classified, direct competitors identified, and benchmarks defined.

Target group analysis

Search term evaluations on Amazon can provide valuable insights into the behavior of your target group. Are customers already searching for your brand, or are they focusing on competitors? Are products only being searched for using general search terms, and do these keywords receive the most clicks? All of this provides valuable information for advertising and SEO, as well as graphics for A+ and Brand Store, for example.

Using success standards to quickly implement the Amazon strategy

After analysis comes implementation. Building on the research and concepts, rapid implementation is made possible in order to add value as quickly as possible. Essentially, four areas are addressed:

Amazon SEO & Readiness

Through targeted SEO measures (search engine optimization), your own products can be placed as high as possible in the platform's search results, improving your Amazon ranking and ensuring that more potential customers see your offers and ultimately make a purchase.

To make the most of the Amazon algorithm, the factors that are directly visible to your customers are particularly important. These include, for example:

• Use of researched, relevant search terms
• Creation of concise titles
• A clear list of the most important features of the product in bullet points
• Storing keywords in the Amazon backend

It is also advisable to seek advice regarding so-called "Amazon readiness." This means that product offerings should meet the following requirements before they are advertised:

• The pages are optimized (see above)
• There is sufficient stock available.
• There are at least 15 reviews available.
• The ratings are at least 3.5 stars.
• The price is competitive in the competitive environment.
• An A+ is available.

A+ Content

The A+ pages are located at the bottom of the Amazon product detail page, just before the customer reviews, but increasingly, especially in the app, directly below the bullet points. Using various elements specified by Amazon, a small website-like appearance is created within the Amazon product page.

The A+ Content Manager, available in Vendor or Seller Central, creates brand-specific and customized content for brands. This provides additional information about your brand.

A+ content consists primarily of:

• Appealing images and graphics
• Concise texts
• Individual design elements

This aligns the overall appearance of the A+ page with the brand CI.

Brand Store

A brand store on Amazon offers a customized presentation space for your brand. Your brand store is designed according to your own ideas, using pre-built modules. The brand store allows you to present your products in an appealing way and get your own Amazon URL.

Creating a brand store is free of charge and can be done by both sellers and vendors in the Amazon advertising console. To create a brand store, you must have completed brand registration on Amazon.

However, one of the biggest advantages of the brand store is that customers are not shown competing products, which means that bounce rates are lower than on a product detail page, for example.

Amazon SEA

With Amazon SEA (Search Engine Advertising), your products are placed directly on Amazon as paid search results. This gives you a targeted and prominent presence in Amazon search results, where potential customers are actively searching for products. With Amazon SEA, you can effectively increase your visibility and sales on the platform.

There are various performance marketing campaigns that can be carried out to place your product at the top of Amazon's search results:

• Sponsored Product Ads: Sponsored products that appear at the top and bottom of search results.
• Sponsored Brand Ads: Product ads that appear above, below, and alongside organic results.
• Sponsored Display Ads: Aims to target customers who are already interested in similar products, thereby helping to increase visibility and sales.

In the area of Amazon advertising, separate concepts are created that are individually tailored to your products. A distinction is made between different campaign goals (e.g., product launches, protecting the brand against competition, etc.), which are set up and implemented using successfully tested standards. Amazon Advertising is the most strategic and fastest-growing area of the Amazon marketplace. Used efficiently and strategically, it contributes to sustainable sales growth.

Conclusion

A successful Amazon business requires continuous support in order to identify challenges early on and take appropriate action. As an Amazon agency, we offer comprehensive and long-term support in the areas you require to provide holistic support for your Amazon business.

Based on the above aspects, concrete recommendations for action will be derived and a detailed roadmap will be created.