Navigating the Amazon

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Navigating the Amazon

• Overview
• Facts and Statistics
• Marketplace Differentiators
• Product Details Pages
• Best Practices Data
• Best Practices Cross Sells Promotions
• Best Practices Customer Service
• QA

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Facts and Statistics

• Amazon.com was launched in 1995
• Americas largest online retailer
• ASC has been growing 20 faster than ecommerce
  over the last two years
• Infopia clients grew 45 year over year

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Marketplace Differentiators

• No Listing Fees
• Open and Closed Categories
• Category Specific Fees
• Fulfillment Opportunities
• All Payment through Amazon

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Amazon Product Pages

• Amazon Services
• Catalog Style
• Product Features
• Product Description
• Limited seller information

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Best Practices Data

• Catalog it!
• UPC
• EAN
• ISBN
• ASIN
• Manufacturer Part Numbers

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Best Practices Product Names

• Brand and description - Laura Ashley Pillow Cases
• Product line - Sophia Collection
• Material or key ingredient - 300-Thread-Count
• Color - Blue
• Size - Queen
• Quantity - Set of 2
• Example Laura Ashley Sophia Collection
  300-Thread-Count Pillow Cases (Blue, Queen, Set
  of 2)

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Best Practices Descriptions

• Plain Text Description
• Catalog style
• No Seller Information
• No Shipping Information
• No Image Watermarks

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Best Practices Product Features

• Selling Points
• Differentiators
• Action Words
• Manufacturer Warranty
• Set of 2
• Size 7

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Best Practices Additional Attributes

• The second most common method for customers to
  find what they are looking for on Amazon is by
  browsing for it. Customers will also use browse
  functionality to reduce the number of results
  they have from a search.
• When listing an item you have the option to
  provide more information using additional
  attributes.
• These attributes are essential to a customer who
  wants to narrow search results by specific
  requirements such as your target audience (adult,
  men, women, and children) a product is intended
  for.
• Additional attributes for the category in which
  you are listing can be found in the Item
  Classification Guide (ICG) in Seller Central
• Use as many attributes as possible that correctly
  describe your product.

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Best Practices Search Terms

• Do not re-use words in the search term fields
• Don't use quotation marks in search terms
• Use only relevant search terms
• Use legitimate alternate spellings and synonyms
• When entering several words as a search term, put
  them in the most logical order
• Minimize use of abbreviations

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Best Practices Cross Sells

• Accessory Relationships
• One Way
• Two Way
• Multi-Way

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Best Practices Cross Sells

• Boutiques

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Best Practices Promotions

• Amazon offers several different configurations
  for you to choose from, such as
• o Fixed amount off
• o Percentage off price
• o Free shipping
• o Free product with purchase
• Promotions draw customers and build customer
  confidence in online shopping.
• You have the option to provide custom
  messaging for a promotion
• You have the option to require a claim code
  to benefit from the promotion
• When creating a promotion make sure any language
  you provide is clear and accurate. A customer
  wont use a promotion if they are unsure what the
  promotion offers them. If your promotional
  messaging is deceptive or misleads customers, you
  could have your listing suspended by Amazon.
• Dont set-up a promotion that lasts forever.
  Customers will notice this and will not see it as
  a real discount they will become frustrated and
  feel that they were taken advantage of.

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Best Practices Customer Service

• How to handle an order that cant be fulfilled
• Let the customer know
• If their money was refunded
• If they haven't been charged for the order yet
• The reason the order couldn't be filled
• Do not
• Ask the customer if a substitution will work
• Send any type of substitution for the order
• Ask the customer if they are willing to wait for
  a back ordered item

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Best Practices Customer Service

• How to handle returns
• Let the customer know
• When the return arrives
• The amount of the refund - explaining any
  deductions as outlined in the "Your Info and
  Policies" section in Seller Central
• When they should expect to see the refund on
  their bank statement
• Amazon will inform the customer
• When an order has been placed
• When the order has been shipped

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Best Practices Customer Service

• How to respond to negative feedback
• If a customer has left negative feedback you can
  contact them to try and rectify the situation
• A customer cannot change the feedback they have
  left, but they can remove it
• Do not offer any incentives to customers to
  remove negative feedback or to leave positive
  feedback
• If you leave a response to the feedback it is not
  likely the customer who left the feedback will
  see it, but your future customers will

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Best Practices Customer Service

• How to reduce A to Z Claims
• Responding quickly and clearly to e-mail
  communication sent to you by the customer
• Helping customers with any returns they need to
  make
• Describe your products accurately and make sure
  the images are clear and correct
• Shipping your orders with care
• Cancel and refund any orders that can't be filled
  immediately and communicate with the customer in
  regards to the cancellation right away
• Always keep the customer informed by providing
  tracking information and correct availability
  times for your products

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Buy Box Best Practices

• Great Overall Value
• Great Customer Service
• Low rate of A to Z Claims
• Great Feedback

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Q A

• Any customer stories?
• Any questions?
• Please provide feedback!
• Helpful Info
• Seller Central Help Pages
• http//simply-amazon.com
• Getting Started Document