Since rebuilding our core offering in late 2017 we have had a 100% success rate for Amazon sellers.
This includes increasing organic rankings, massively increasing sales, setting up profitable PPC campaigns, improving conversions on listing pages themselves & increasing the overall profitability of each individual product & business we work with.
We’ve also build a full Ecommerce marketing solution for Amazon sellers looking to build a real brand inside and outside of Amazon. You can find the full details of this here.
Due to our 100% success record, in many cases we do not take on clients we couldn’t guarantee success for. We receive between 120-150 requests per month and our team has a capacity to help new 15 clients per month. We reply to 100% of enquiries within 24 hours whether we can help you or not and point you in the right direction if we cannot. We have an entry level service which you can read about here for start-ups on a budget. Below is the full Amazon marketing service we offer, this is the fully hands off service for sellers and something we take care of from start to finish, if you have any questions feel free to get in touch.
In this post I’m going to outline everything we do for clients to launch a successful Amazon marketing campaign with a focus on a single listing, the exact tools & techniques we use and the important elements we also implement to generate high return on investment for our clients.
With these techniques we’re able to provide a service that rivals the largest agencies in the world and outperform them in most cases.
We’ve built this page to be 100% transparent in our offering and ensure we’re the correct solution for your product. Below we outline the exact strategies used in all campaigns, something we’ve found has worked for every single client in the last 6 months.
3 Core Solutions
1.) Amazon Audit, Optimisation & Marketing Strategy Creation
We’ve build 3 core offerings for Amazon businesses at different levels and with different goals. If you’re a relatively new Amazon business just looking to gain some initial traction we’ve built the seller central audit & Amazon strategy service. With these tactics you’ll be able to expand your Amazon sales rapidly with the sole focus on steady scalable growth. This is for sellers who have under 4 products or start-ups looking to gain initial traction & experience on the Amazon seller platform. You can find out more about this service at: amazonseoconsultant.com/seller-central-audit/
2.) Exponential Growth Of A Single Listing/Product
The exponential growth phase is for established Amazon businesses making consistent sales, but looking to scale and growth exponentially very quickly. This is what the majority of our clients utilise and something we’ve refined to an exact science after dozens of successful campaigns. Below is the exact process of this campaign.
3.) Full Ecommerce Digital Marketing Solution
This is a complete Ecommerce marketing solution built over a 12 month period with the sole goal to rank all products in Amazon, build a profitable Ecommerce store & use advanced marketing techniques to profit through mutiple platforms at once (social, Amazon, Google). We only take on 2 new clients per month for these services due to the resource intensive elements of the campaigns. You can see the strategy in detail at: amazonseoconsultant.com/ecommerce-digital-marketing-services/
The Proven 2-Stage Approach To Ranking Products In Amazon Organic Search
This is the strategy we use to provide exponential growth for a single product inside of Amazon. Our 2 stage approach is a process we’ve built after running close to 100 campaigns for clients and ranking dozens of products in Amazon search engine. We continue to tweak and refine this process each and every month.
Stage 1 – On Page Optimisation
The on-page optimisation stage includes everything that is complete before a product starts selling on Amazon or before you start your ranking strategy. This doesn’t matter if the stock has been launched on Amazon in the past, we complete the on-page optimisation element regardless of whether you make 0 sales a month or 100,000+ sales. In this stage we optimise the listings for conversions and Amazon’s algorithm. We do this in the following way.
1.) Keyword Research
The first part to any successful optimisation campaign is keyword research. Determining what keywords we are looking to rank inside of Amazon’s search engine both long and short term. The more competitive the keywords, the more profitable they will be long term, but the more difficult they will be to rank in the first place.
We start with a process called: common sense. This involves simply analysing what the potential keywords would be for a specific product. Having close to 10 years experience with keyword research this has now become second nature and starting with just my own thoughts is something I find works incredibly well. Once we’re out of ideas we move onto the next keyword research stage.
Using Google’s Keyword Planner – This is a piece of software that generates keyword ideas from seed keywords. Taking our seed keywords from the process above we can put these into Google’s tool and generate hundreds of variations and more importantly other keyword ideas that may not have been thought of in the first step. The Google keyword planner is also the smartest tool, although it is not directly related to Amazon so the search volumes are not relevant, in the final keyword research stage we can get semi-accurate data in regards to monthly search volume inside of Amazon itself.
By this point we have a large sample of keywords related to your product(s). The final stage of keyword research involves using a propitiatory keyword research tool we’ve built in-house. This tool pulls data directly from Amazon and performance semantic intelligence on these keywords to come up with variations that you can’t find by simply typing variations into Amazon.
By the end of the keyword research phase we usually have between 50-500 keywords depending on the campaign that we can use in the PPC (pay per click) campaign later on, as well as in the listing optimisation itself.
2.) Optimisation Of Product Listings
Part 2 of stage 1 is the optimisation of the product listings themselves. This is of course essential for long term Amazon profits, ensuring you rank for the correct keywords once we move onto stage 3 of the campaign and the exponential stage. Our optimisation works as follows.
Optimisation of an Amazon listing requires implementing your keywords and copy in such a way to a.) rank highly in Amazon but also b.) convert visitors into customers which is of course our ultimate goal. We optimise keywords in the following way:
- Title – Your title is the most important place to implement your primary keywords. We want to build listing titles that both draw attention for users but also contain a number of our primary keywords.
- Bullet Points – The bullet points are essential for copy. Many Amazon seo consultants miss this key element and only write for the search engines. With over 5 years experience writing ads we pull principles from experts such as Cialdini, Luntz, Ariely, Ries and many more to write bullet points primarily for users but also write these in such a way to implement our keywords without affecting readability or conversions.
- Search Terms – After the title the search terms in the back-end of your listing should be optimised for specific keywords and NOT multiple terms inside one line. Here we simply implement our 5 most profitable keywords.
- Description – The product description is where we can be more liberal in our keyword usage. 95% of buyers in Amazon do not fully read product descriptions. And 80% make an instant buying decision based on reviews, price and images. This means that we want to write these descriptions with the final 5% in mind talking more about the story of the business whilst at the same time liberally including all of our remaining keywords we have yet to implement into the listing.
- Benefit Driven Images – An additional service that is not included in our offering but one we recommend. BDI’s are images that show the featured benefits of a product in the image itself. This improves conversions by 30% in almost every case when correctly implemented. A very simple tactic to implement and as 90%+ do not fully read an Amazon listing page we should be looking to get across as many benefits of the product in the images themselves. (Benefit driven imagery is not inside the campaigns themselves but something that must be in place for conversion-optimisation reasons.)
- Copywriting – Another essential element to a highly converting Amazon listing is having the right type of copy. We build your listing from a copy first, optimisation second perspective. Increasing the percentage of people who hit your listing who go on to buy.
3.) Competition Analysis
Another element to the pre-launch is analysing the competition to reverse engineer profitability. We use tools such as JungleScout to analyse the competition and see if there is a large enough market for our keywords. We look to build million dollar product launches, for small markets we can rank a lot faster (and hence generate a faster ROI) but overtime this won’t be as beneficial as investing upfront and ranking for the keywords that generate $30,000-$150,000+ in revenue per month. In this part of the campaign we analyse the competition to give you estimates of the profitability of your products, as well as how strong the competition is inside of Amazon.
Stage 2 – The Exponential Launch
1.) Amazon Sponsored Products Campaign
Amazon PPC or sponsored products is Amazon’s version of paid advertising.
They allow advertisers to market individual products for specific keywords. These products then appear at the top of the search results for very specific keywords. You can bid on exact keywords or “broad” match ones. Again this is not an evolved platform and reminds me of a very early days AdWords. Although not very advanced it is very easy to set-up a highly profitable campaign with our keywords from stage 1.
The success or failure of a sponsored products campaign is based on the ACOS of that specific campaign or keyword. ACOS simply stands for Amazon Cost Of Sales. This is how much you are spending to make a sale. For example if we spend $100 and make $200 in sales this would be a 50% ACOS.
ACOS generally should be kept below whatever the specific profit margin of your product is. For example if we had a profit margin of 30% on a specific profit after all of Amazon distribution and storage fees, we would only want a maximum ACOS of 25% in order to ensure we stay in profit for that products sales.
Although I recommend an ACOS 5% below your profit margins, in some cases it makes sense to make as many sales upfront and even take a loss on PPC adverts. For example if you offer a subscribe and save service, or your product is a disrupter in its industry it makes a lot more sense to take a loss on marketing upfront to gain more traction faster.
Generally speaking we build campaigns that convert around 15-20% ACOS. For some products we’ve even managed to get this down below 10% such as the campaign we ran for a product in the pets niche in mid 2017. This shows a $200 spend and $3,000 in sales that resulted.
2.) Influencer, Social Media Marketing & Content Marketing Campaigns
This single step is the core difference between the 5% Amazon sellers doing $100k+/month and the sellers struggling to generate organic sales.
The exponential launch phase is where we grow the business and leverage Amazon’s platform. The ultimate goal with Amazon should be to rank inside of Amazon for your primary keywords. This means that when someone searches any keyword related to your product you appear in one of the top 3 results. This is where the passivity of the Amazon business model comes in. Getting to this stage is becoming more and more difficult for sellers as you have probably found.
The process itself to increase organic rankings is actually quite simple = INCREASE BEST SELLER RANK. BSR is a metric Amazon created, similar to PageRank for Google years ago to help them organically rank websites. Amazon uses BSR to help them rank products for organic keywords.
The good news is it is very simple to spike best seller rank (it’s just not easy). All you have to do is increase your sales. That’s it! But of course we have to spike sales from alternative channels outside of Amazon. This is why so many Amazon businesses fail. They can’t rank for their keywords organically and hence struggle to make sales and vis versa.
We Use 3 Core Strategies to Spike Best Seller Rank
Targeted Niche-Relevant Influencer Marketing
Prospecting relevant influencers and reaching out to these in a way based on value exchange. We have an incredible success rate of product placement with influencers who have between 10,000 and 1 million followers on their blogs, YouTube, Twitter and Instagram with an emphasis on the relevance of the influencer to the product.
Over the past 2 years we’ve been a network of hundreds of high quality influencers interested in testing & reviewing products from our clients.
When a new client comes on-board we select the 10 most authoritative and relevant influencers in their industry and reach out to these individuals asking if they would like to collaborate.
The bloggers write full reviews on their own blog, link to your website & your Amazon listing page. Each blog also runs a competition to give away the same product to one of their readers.
When products are featured on these 10 authority blogs & 25-50 social media accounts this results in a massive increase in sales in a very short period of time (spiking best seller rank) – Which is the metric that Amazon uses to rank products in their search engine. This is the core goal for our campaigns.
We set up everything and oversee the campaign which also results in a number of non-sales based KPI’s such as:
- New visitors to your website.
- Backlinks to your website.
- New visitors to the Amazon product page.
- Email opt-ins.
- Social attention with hashtags associated to your brand/product.
- Social media followers & fans.
- Shares for the Amazon listing page itself.
Content marketing & Outreach
Finding relevant websites that are already selling competitor products and requesting a change to your product. These usually are an additional fee but work very well at converting already warm traffic to your product page. For example websites that compare the “top” and “best” products in a specific category. We’ve built relationships with close to 300 sites in a wide range of niches where we pay a premium monthly rate (between $500-$2,000) to have a client’s product featured on the site. These sites then slowly and consistently help clients generate an extra 5-50 sales a day. Note: This fee is included in the price of the campaign.
Paid Advertising Channels
Putting everything together in a timed fashion is the key to ranking inside of Amazon. Adding 1-2 paid marketing channels; AdWords & Facebook, allows us to skyrocket sales for a very short period of time. As an end result the product is now making full priced sales through multiple different traffic channels within a 7-30 day period. As a result organic keyword rankings climb very quickly. Once the campaign is complete the product will be ranked for it’s primary keywords and the rest is usually left up to the quality of the product itself, this is the one element we cannot control. Note: Paid advertising fees are not included in the price of the campaign.
Please note on the Amazon only campaigns the focus is more onto sales than building the brand longer term, whereas in our full ecommerce solutions the focus is shifted back to creating a brand with a focus on long term quality.
Our Campaign Timeline:
Each client requires a custom created Google project management document which outlines the below information with the dated deliverables for each individual process. For larger campaigns targeting multiple products/listings at once these dates may be longer. The official length of the campaign is 60 days.
- Day 1: Stage 1 begins & the initial outreach & research for stage 2 starts.
- Day 3: Stage 1 is completed.
- Day 5: Stage 2 official starts, bloggers confirm or reject offering.
- Day 8: Competition widgets are created & 10 bloggers are confirmed as well as 25-50 social media promoters.
- Day 8: Content high traffic site outreach & link placement confirmations.
- Day 12: Stage 2 – Flash sale starts – 50% off product’s price goes live on social media.
- Day 12: Adwords or Facebook advertising campaigns go live.
- Day 20: First authority blog reviews go live along with the giveaway contest, once live these will last 4 weeks we maximum exposure.
- Day 22: Follow up on all bloggers & 50% discounts shown when purchasing directly from Amazon (to further spike BSR.
- Day 24: Links are sent from our personal network of thousands to the blogs featuring the product, leading to a second wave of traction for the product, re-spiking BSR.
- Day 27: The above continues & posts are kept up for 4 weeks.
- Day 45-60: Reporting & sign off of the campaign.
- Links to all reviews posted by influencers (not reviews on Amazon as this would be against ToS.)
- Increase on social media followers.
- Ranking changes.
- Opt-in emails to add to your email marketing list.
The Results Of Our Full Amazon Marketing Campaigns
As previously mentioned the exponential launch process provides 3 core results; builds your brand exposure, helps you generate a huge amount of initial sales but most importantly it spikes BSR and leads to higher organic rankings, and hence a massive increase in long term profitability.
The key to this entire process is TIMING.
Individually these tasks could be completed but when done one by one the benefit are a lot less effective, when completed all at once to spike best seller rank the result is not only tripled, it’s 10X if not 20X in most cases, and you only have to do this once!
Organic rankings for your pre-determined keywords is how you generate the passivity of an Amazon business that many look for from the Amz platform.
Feel free to get in touch if you have any questions.
“Tom saved me hundreds of hours of headaches and thousands if not tens of thousands in potentially lost sales through poor optimisation.”
Leo Pezzia (Gardening Niche)
I worked with ASC not only inside Amazon but also for our shopify store. Instead of just writing a testimonial I thought I’d let the results speak for themselves. Below is a screenshot of our shopify store from September to the end of October. Incredible sales figures for a start-up, very happy. [Going from £250/day to £1,000/Day within 2 months. I should note this was using both our Amazon SEO services & our Google SEO services.]
Dino Santis Director of Ecommerce at: KitSeek
I’m happy to recommend these services for anyone who doesn’t know how to optimise a listing and [who’s] getting started using the Amz seller platform. We had been struggling to improve sales through lack of rankings for several products. Tom explained why this was happening and helped us create a plan both short and longer term to raise sales… not having the initial budget for the full campaign we went with just stages 1 and 2. For a brand new start-up to go from zero sales all way to $12,000 a month within 3 months I thought was really great. We’re now reinvesting into stage 3 with the goal to hit that 10X mark and reach $100,000+ per month before the end of 2018! [They did, screenshot below]
Emma Stimpson (Interior Design Niche)
“I’m happy to recommend these services for anyone who doesn’t know how to optimise a listing and get started using the Amazon seller platform. We had been struggling to improve sales through lack of rankings for a number of products. Tom explained why this was happening and helped us create a plan both short and longer term to raise sales from $15,000 monthly, to close to $43,000 a month in only 90 days. I would highly recommend the services to take the pressure off!” [This was a campaign for 4 separate ASINs.]
Laura Rollins (Beauty Niche)
On-page optimisation is priced at $385 per listing with price breaks at 10, 50 and 100 products.
For the full campaign including every element mentioned above our pricing starts from $6,500 per listing for products that qualify. Please get in touch below for specific details, individual elements can also be custom priced as required.
- VAT is added for UK businesses.
- Access to seller central is required.
- 50-75 discounted products are required for the process to be the most efficient.
- Additional advertising fees paid to Google, Facebook And/Or Amazon are not included.
- Full email support is included, calls must be pre-booked.
- Payments are required upfront, any payments over $15,000 will be split 50% deposit & 50% upon pre-blogger review.
- To keep the quality of our service we only work with 15 ASINs per month.
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DO YOU WORK WITH ANY LOCATION OR COUNTRY?
HOW LONG WILL IT TAKE TO RANK
HOW ARE PAYMENTS MADE?
DO YOU HAVE YOUR OWN AMAZON BRAND?
I do, my team for Amazonseoconsultant.com also works closely with me on this brand. We are looking to hit 6 figures a month in late 2018 and currently have 24 products, but this brand is not associated or reviewed in any way with this website.
What’s to stop you from stealing our products?
A question we did get asked once. Sourcing & manufacturing products is the biggest weakness we have (for the brand mentioned above we are trying to solve this but it is still our biggest bottleneck in the business), hence why solving the marketing equation is what we wanted to perfect, hence we simply don’t have the time to launch another brand on Amazon with the number of clients we have now. If you are really worried though I’m happy to sign any conflict of interest documents you have.
DO YOU OFFER ONE TIME CONSULTING?
Yes, we have consulting and training courses on the site.