Million Dollar Case Study: Europe - Session #8 - Creating A Unique Amazon Product Listing

SESSION 3:

Supplier Outreach & Product Selection

T H E M I L L I O N D O L L A R C A S E S T U D Y

E U R O P E

Enter at www.junglescout.com/giveaway

3 Winners selected every week for all of 2017, must share your #MDCSchallenge update!

1 Prize for Each Winner▹ 1 Jungle Scout Pro Extension▹ 2 Jungle Scout Web App ▹ Featured on the Website!

Part 8: Session Giveaway

You’re a Winner!

Where are you in the #MDCSchallenge?

Nic

L

Nichole Price

I've worked in a Special Needs school classroom for the past six years. Then, several months ago, at the birth of my second baby, I'm now a stay-at-home mom! I had been looking for ways to supplement our family income and was not liking any of the options I was considering. Then I learned about Private Labeling on Amazon! I have been using my Bluetooth to listen to lots of YouTube videos and podcasts, then delving into Jungle Scout in between snack time, diaper changes, and teaching my three-year old the ABC's. My three-year old tells me I'm going to be an "Amazon Mom" and my husband says I'm becoming an "Amazonian Princess." I think I'm finally nearing the point that I can start ordering my first product! Thanks Jungle Scout! #JungleScouting

James McAllister

Looking for potential products, narrowed down to two possible ideas. further research is ongoing but excited for all possibilities!!

You’re a Winner ( A JS T-Shirt)

What should we name Kym’s Private Label Product?

Lynne Dole - JungleSloth

Started from the bottom...

1. Found a product2. Verified product & analyzed profit3. Product specifications 4. Suitable suppliers & samples5. Product branding & packaging6. VAT requirements in Europe

TODAY: Setting Up A Unique Amazon Listing

Samples are here!

What We Will Cover

◍ The anatomy of a product listing◍ Creating a new listing from scratch◍ Keyword research◍ Amazon copywriting tips◍ Commissioning product photography

Your product listing is your shop window

Importance Of A Good Listing

◍ This is the only place a customer has to make buying decisions

◍ Amazon SEO – your listing helps you get found in search results

◍ Every element of your listing is important

Optimized listings = More sales & profits

Product Listings Broken Down

There are 5 key elements to be aware of:

1. Product Title2. Product Photography3. Product Features4. Product Description5. Reviews

Every Element Counts!

Place your screenshot here

Better Listings = More SalesSplitly ran a case study to show the

correlation between better listing elements and average conversion

rates...

The Basics

Before we get to listing optimization, first we need to find out how to create a good

listing to start with.

This is what you will eventually launch your product with, so spend a bit of time

on the following steps.

Setting Up Your Listing

How to get an FNSKU

Step 1 Step 2 Step 3

How to get an FNSKU

You don’t need this text

Only need the barcode and alphanumeric code below

Keyword Research

Why Keyword Research?

◍ Identify the terms people are searching to find your product

◍ Identify what terms your competition is ranking for and making sales from

◍ Find opportunities that you may not have thought of before conducting research

◍ To get your product listing to rank well in Amazon and other search engines

How Does Amazon Determine Keyword Relevancy?

Enter Amazon A9

Amazon’s search algorithm is crucial to their business model, as it seeks to provide shoppers with exactly what they are looking for, to increase sales.

◍ Degree of text match◍ Price◍ Availability◍ Sales history

Tools Of The Trade

Finding Monthly Search Volumes: ◍ Google KW Planner – free with limited data◍ Ahrefs KW Explorer◍ Moz KW Explorer◍ Keywordtool.io

For further ideas and semantic keywords (free tools): ◍ LSI graph◍ Ubersuggest

Example: Keyword Research

“Sleeping bags”“Mummy sleeping bag”“Warm sleeping bag”

“3 season sleeping bag”“Adult sleeping bag”

“Hooded sleeping bag”

Competitor Research

1. Enter a keyword into the Niche Hunter

2. Find KW ideas in the Niche Results

3. See Average Units Sold, Competition and Listing Quality Scores for different keywords

Tips For Amazon Keyword Research

1. Always keep a record of your research in a spreadsheet, you WILL need it again later

2. Use a mixture of tools to get a better idea of average search volumes

3. Pick out what you think are going to be your most influential keywords (highlight them or make notes)

4. Relevancy test: When in doubt, search in Amazon

5. Use your competitor’s listings as a starting point

Product Listing Copywriting Tips

Writing Your Product Listing

Product Title: ◍ Put your top keyword(s) in your title◍ Include some features in your title◍ But keep it human friendly◍ In the future: test your title for better

optimization

Product Features (Bullets):◍ Use all 5 bullet points◍ Include guarantees, convey quality◍ How will the product features solve a

problem, or change the customer’s lives? ◍ Include more than one keyword◍ In the future: test long form vs. short form

features

Writing Your Product Listing

Product Description:

◍ Don’t neglect it, give your product a narrative◍ Use HTML to create headings, bold, italic and bullet

points◍ Include your main keywords and some tertiary keywords◍ Use descriptive language: robust, smooth, soft, cosy,

durable, warm, strong...

www.simplehtmlguide.com/cheatsheet

Keywords In The Back End?

◍ No punctuation required, separate with spaces

◍ 250 characters per generic keywords field

◍ No need to add singular and pluralised words

◍ No need to repeat keywords

◍ Related keywords: use cases for product, who is it used by?

Avoid These Common Mistakes

Do not:

◍ Never include your competitors brand name in your listing

◍ Don’t stuff with irrelevant keywords (or in Amazon’s words, “provide redundant information”)

◍ Do not use commas or punctuation in the keywords section in Seller Central

◍ Generally, do not be misleading – keep it genuine

Product Photography

DIY◍ Take your own photos ◍ Cost savings◍ Lower quality (unless

you are a product photographer extraordinaire)

Product Photography Considerations

Pay A Professional◍ More expensive◍ Less of a time strain ◍ Higher quality outcome

that can be used for years to come

DIY Product Photography

junglescout.com/blog/amazon-product-photography-diy-product-images

Amazon Product Photography Requirements

You will need to have at least:

◍ 1 product image on a completely white background

◍ Up to 8 other images◍ All images at least

1000px width or height

In order to stand out from competition, it’s nice to have:

◍ Lifestyle images showing the product in use (with models)

◍ Infographics to show size or quality

◍ A range of different product images showing different angles, packaging and more

Product Photography Brief

Follow Along: Your Homework

1. Create a listing on Amazon2. Do some Keyword Research (& competitor KW research) for your

product3. Using your research, start writing your product titles, features

and descriptions

For bonus points, spec out a product photography brief for your photographer ready for final samples becoming available

Get all of the resources and links from this session: https://www.junglescout.com/session8-HW

Join Us Next WeekJoin us next Wednesday we have some very special guests on to tell us all about import to the UK and Europe from China,

including everything you need to know about freight forwarders, shipping and more!

Register for FREE at junglescout.com/million