4 Easy-to-Avoid Amazon Selling Fails

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4 Easy-to-Avoid Amazon Selling Fails
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Amazon Account Setup Fails
Registering for More Than One Seller Account One
seller account per Amazon seller- its that
simple. And it happens to be an Amazon policy
violation to have two accounts. Pointing Amazon
Shoppers to Your Website Several sellers have
tried including a URL in their product or seller
information such as their product inventory file
or business name. This is an Amazon policy
violation. Copying Another Sellers
Setup Remember selling on Amazon is difficult,
and your competitors may be violating Amazon
policy and or may not have an optimized account.
Constantly review Amazon best practices, audit,
test, and refine your seller account.
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Choosing the Wrong Seller Account Type Be sure to
research and choose the type of seller account
thats best for your online store. Misunderstandin
g How Amazon Works Dont treat Amazon like eBay
or Google. Amazon operates on a fundamentally
different structure than either of those shopping
sites. Be sure your store is capable of handling
selling on Amazon, and that your strategy is
aligned with Amazon policies- so you get the
highest ROI on the Amazon Marketplace. Its also
very important to calculate your Amazon spend,
and forecast profit margins before you go full
throttle on Amazon. For more information on the
Amazon seller account, and Amazon seller FAQs,
visit Amazons Seller Account help page.
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Amazon Product Listing Fails
Including Sales or Coupons in Your Product
Title It can be exceedingly tempting to include a
coupon, sale or store marketing as in your
product title to make your store stand out on
Amazon. However, this is a clear Amazon policy
violation, and Amazon will hurt you more in the
long run than any short-term benefits. Avoid any
title information with 20 off, Lowest
Price, your URL or other information that may be
construed as promotional. Amazon will eschew any
product information which isnt descriptive of
the product itself. Using Non-Amazon Sanctioned
Categories Amazon stresses that product
categories match Amazons (Amazon.com) browse
tree. Review Amazons inventory file templates
for correct product information formatting,
including product title information. (Templates
vary based on seller inventory)
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Including Information in Your Product Titles
Amazon Doesnt Allow Amazon titles should follow
Amazons policies to the T. Product titles should
be 100 characters (max), start with the product
brand if possible, and include numerals. Sidestep
frequent product title formatting errors such as
the ones below Using HTML code Featuring ALL
CAPS Including Symbols ( ! ) Adding
Promotional Text in Images If you havent caught
on Amazon doesnt much care for any of your
marketing or promotional material- anywhere near
its marketplace. Stay far away from any messaging
or product information which Amazon might view as
a violation. Evade any messaging which includes
Sale, Free Shipping, or a similar promotional
feel. Realistically, including that type of
information in an image is a bit wonky anyway.
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Using Main Images Featuring Colored Backgrounds
or Lifestyle Pictures Common image best practices
advocate using a white background. Amazons image
policy for the main image follows this guide. On
look at some of the product images on eBay and
you can understand how this policy benefits your
bottom line and Amazon shoppers.
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Incorporating Image Borders, Watermarks, Text or
Other Descriptions Amazon image policy is strict.
Amazon isnt playing around with its user
experience, which is impacted heavily by product
images. Ensure you are avoiding common image
issues including Showing one image featuring
multiple product colors when they are sold
separately Using line drawings or artistic
representations (e.g. cartoon) Including
animated images Review and cross-check all of
your product images with Amazons image
requirements before you start selling on Amazon,
in addition to periodical inventory audits. For
more information on Amazon image policies, review
Amazons product image requirements.
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Amazon Customer Service Fails
Expensive Shipping Nothing sends an online
shopper running faster than over-priced shipping.
Remember your Buy Box share and Amazon selling
status rely (in part) on your reviews- those for
your online store and your products. Bad or
expensive shipping policies may mean more
immediate profits, but will negatively impact
your Amazon selling success. Late Shipping Amazon
customers generally note that they appreciate the
ease of shopping on Amazon, but prize Amazons
cheap, and fast shipping policies. Your
competitors (and Amazon) will feature fast and
reliable shipping speed. Be honest with your
shipping dates, and realistically consider what
speed and shipping price your store can manage.
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Sneaking in Marketing Collateral with Packing
Materials Generally, we recommend using
Fulfillment by Amazon (depending on your store,
fulfillment needs, and budget) to leverage
Amazons shipping speed and customer service. In
which case theres very little chance anything
promotional will get by Amazon. However, if
yourre handing your own fulfillment, anything
featuring your store may likely confuse or worse-
anger Amazon shoppers. Review Amazons Seller
Shipping Rates, Fulfillment by Amazon (FBA) and
fulfillment policies before choosing a
fulfillment method. Remember to consider the cost
of shipping to Amazon, returns, and related
fulfillment variables.
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Managing Your Account Based on Email
Notifications If youre using email to make
Amazon changes, youre not managing your Amazon
account effectively. Remember emails can get
lost, deleted, or missed easily. Proactively
respond to customer needs, manage inventory and
handle account activity. If youre in over your
head, consider leveraging agency resources or
outsourcing data management. For more information
on Amazon seller best practices, browse Amazons
seller recommendations.
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Amazon Customer Service Fails
Paying for Positive Feedback Amazon relies
heavily on user trusta metric they value
dearly Customer satisfaction is one of the most
important performance measures we use to
determine how well you are doing as a seller on
Amazon. The Customer Metrics page provides
reports that give you greater insight into how
you are doing with respect to customer
satisfaction.- Amazon Its vital that you
monitor and improve the variables which influence
your customer metrics score, including shopper
reviews for your store. However, gaming the
system isnt going to push the needle in your
favor enough to warrant the risk. Leverage and
invest in resources to improve Seller Feedback
management to boost your customer service
metrics. For more information on product and
seller reviews on Amazon, review this tutorial.
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Getting Upset With Customers Sometimes Amazon
customers are unreasonably demanding or
argumentative. Youre guaranteed to encounter an
overly-needy or irate person more than once when
selling on Amazon. Avoid arguing with these
shoppers at all costs. Do your best to mitigate
any issues or disagreements with your Amazon
customers. Remember Amazon shoppers are
accustomed to getting treated exceptionally well
by Amazon (think about Amazons A-Z guarantee).
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Thinking Amazon Shoppers Read Your Amazon
shoppers arent thoroughly reading (if at all)
your policies. Even more likely, many people who
have purchased your items havent read the
product description entirely. State your policies
clearly, and in multiple locations. Politely
reiterate policies in customer interactions, but
remember its unlikely shoppers have read your
store policy or the product description for what
theyve purchased.
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