Amazon Marketing – Mistakes New Sellers Make

By | Last Updated: 29th May 2019 | This post may contain Affiliate Links

If you’re just starting to sell on Amazon or are thinking selling your products, then this section could be ideal for you.

Amazon has clear and detailed selling policies which outlines the best practices retailers should follow, you can read all of these within your Amazon Seller Account section – however here’s some excellent tips you need to keep in mind.

Seller Account – You’re only allowed one seller account per Amazon Seller, if you try to create more than one account, it’s an Amazon policy violation – meaning they can suspend you from selling on their platform.

Your Website – Amazon is a closed ecosystem; many sellers have attempted to include their website address or other information in their product or seller information sections. This is an Amazon policy violation.

On Amazon’s seller central section, their guidelines state: “Any attempt to circumvent the established Amazon sales process or to divert Amazon users to another website or sales process is prohibited. Specifically, any advertisements, marketing messages (special offers) or “calls to action” that lead, prompt, or encourage Amazon users to leave the Amazon website are prohibited. This might include the use of emails, hyperlinks, URLs, or web addresses within any seller-generated confirmation email messages or any product/listing description fields.”

Coupon Codes – Some sellers have attempted to gain an advantage over their competition by placing their coupon or discount codes as part of their product title, to make their store or products stand out. This is another Amazon policy violation. That means you can’t include phrases such as “Lowest Price”, “50% Off” and so on.

Product Titles – Speaking of product titles, you need to follow Amazon’s guidelines correctly, Product titles should be no more than 100 characters max. That means 99 characters is fine, while 101 characters is not. Equally, Amazon doesn’t look favourably on product titles which use HTML Code, feature words with ALL CAPS or include symbols.

On Amazon’s seller central section, their guidelines state: “When customers use Amazon’s search engine and browse structure, they expect to see relevant and accurate results. Any attempt to manipulate the Search and Browse experience is therefore prohibited.”

Images – On a platform like Amazon, your images are extremely important and can be the difference between lots of sales or no sales at all. Avoid using promotional text on your images themselves, for example some sellers attempted to gain an advantage by including messaging such as “Free Shipping”, “Sale” and so on. Amazon doesn’t like this sort of marketing and your account can easily be suspended.

Equally, its recommended to use a white background on all product image, this is Amazon’s key policy for the main image. On other platforms sellers attempt to stand out by using different background colours to their advantage, however Amazon will generally remove your listing should you break their rules.

In addition to this, you also need to be aware of using watermarks, image boarder and so on. Ensure you are avoiding other common image issues, such as using line drawings, cartoons or artistic representations, including animated images or showing one image featuring multiple product colours when an item is sold separately.

It’s always recommended to review and check all of your product images with Amazon’s image requirements before you start selling.

Shipping – For online selling, delivery and shipping are arguably one of the most important elements which can scare a customer away. Shipping is regularly a feature on a lot of reviews left on the marketplace, after all your Buy Box share and Amazon selling status rely in part on your reviews. A couple of bad or expensive shipping policies may mean more instant profits but may impact your Amazon selling success.

Equally, it’s also important to remember that your competitors will typically feature fast and reliable shipping speeds. Be truthful with your shipping dates, and realistically consider what speed and shipping price you can manage.

Remember in the Seller Central section, Amazon state “It is important to confirm the shipment of orders by the expected ship date so that customers can see the status of their shipped orders online. Orders that are ship confirmed late might lead to increased claims, negative feedback and/or customer contacts and negatively impact customer experience.”

Reviews – On Amazon the buy box share and the search page visibility are in some degree affected by Amazon customer service, this means you need to offer a fantastic experience in everything you do.

For example, Amazon state “We regularly review the performance of all sellers and notify them when they are off-target. The intent of this review is to give you the opportunity to improve your performance before the issue affects your ability to sell. Occasionally, seller accounts with very poor performance are immediately deactivated.”

Of course, the reviews you receive from customers can be a huge part of the puzzle. Amazon heavily relies on user reviews and many sellers have attempted to purchase positive feedback from third parties to game the system – this is of course violating Amazon policy and your seller account will be suspended.

On Amazon’s seller central section, their guidelines state “To ensure that reviews remain helpful, sellers must comply with our Community Guidelines. For example, you cannot offer compensation for a review, and you cannot review your own products or your competitor’s products. You can ask buyers to write a review in a neutral manner, but you cannot ask for positive reviews, ask for reviews only from buyers who had a positive experience, or ask a reviewer to change or remove their review. If you think a review does not comply with our Community Guidelines, click on the Report Abuse link next to the review.”

Remember to always follow Amazon’s guidelines and rules, so you can successfully sell on their marketplace. Equally, you should always aim to put the customer first, great a fantastic consumer experience and build your company in a honest and reliable manner.