Amazon seller success is not just dependent on an innovative and problem-solving product; it relies heavily on efficient Amazon account management. To effectively manage your Amazon account and drive sales to your store, you need to know the dos and don’ts of Amazon account management.
In this article, we will discuss the essential dos and don’ts that sellers and account managers should know to prevent sales loss, low revenue, and, above all, Amazon penalties.
Dos of Amazon Account Management:
- Maintain Optimized and Accurate Product Listings:
Your product listings should always be optimized with relevant, high-volume keywords. The product title, description, and bullet points must be meaningful and include the right keywords. Additionally, the backend of each product listing should be optimized with other keywords that can be incorporated into the content. Doing so will further strengthen the SEO of your listings and help you attract qualified traffic to your platform. - Regularly Monitor Your Amazon Account Health:
Maintaining a healthy Amazon account is crucial for long-term success in this competitive marketplace. Regularly analyze the Account Health Dashboard, which contains metrics like Order Defect Rate (ODR), Late Shipping Rate, and Valid Tracking Rate. Address issues promptly to avoid suspension or penalties from Amazon and prevent losses. - Stay Updated with Amazon’s Policies:
Amazon frequently updates its guidelines on product listings, advertising standards, and customer interactions, so it’s crucial to stay on top of every update. By regularly reviewing the policies, you can avoid potential violations that could lead to penalties, restrictions, or account suspension. This approach will help ensure streamlined operations and maintain a strong seller reputation. - Regularly Conduct Competitor Analysis:
Competitor analysis is a crucial tool for optimizing your performance and presence on the Amazon marketplace. This tool helps you understand the strategies and weaknesses of your competitors, enabling you to enhance your own approach. As they say, “Keep your friends close, and your enemies closer.” Knowing every move of your competitors helps you devise a plan to maintain momentum. - Work on Product Development:
Product development is essential for strengthening your position in your niche and prolonging the life of your brand on the Amazon marketplace. Every day, sellers sign up on Amazon with innovative, problem-solving products. In such a competitive marketplace, survival is only possible with unique, high-quality products that cannot be easily copied or manufactured by your competition. - Optimize Advertising Campaigns Regularly:
Regularly monitor the performance of your PPC campaigns using metrics like ACOS, CTR, and CVR. These data points help you identify which keywords, ad campaigns, and products are performing well, enabling you to optimize your campaigns for a better return on investment. - Conduct A/B Testing:
Run A/B tests on creatives, product titles, descriptions, and targeting options to identify what works best for you. These experiments can lead to better campaign performance and help improve product rankings on search result pages.
Don’ts of Amazon Account Management:
- Not Making Use of Negative Keywords:
Failing to use negative keywords is a common mistake that Amazon account managers make. This oversight can cost advertisers thousands of dollars by making ads visible to irrelevant traffic, resulting in a high ACOS and low ROI. Always integrate negative keywords in your campaigns to ensure your budget is spent effectively on relevant keywords and to drive qualified traffic to your product listings. - Don’t Overlook Inventory Management:
Running out of stock or having low inventory can hurt sales and rankings. Efficient inventory management and forecasting can help you maintain your rankings and sales, preventing revenue loss. Ensure that your inventory is sufficient but not excessive to avoid long-term storage fees. - Do Not Set and Forget Advertising Campaigns:
Launching an ad campaign and leaving it unattended can cost you significantly. Regularly review and adjust your campaigns based on performance data, keyword optimization, targeting, and bidding strategies. - Don’t Ignore Product Listing Optimization:
Outdated, unoptimized, and incomplete listings significantly impact visibility. It is crucial to keep your product listings optimized at all times. From product titles to descriptions, bullet points to A+ content, and images to videos, everything should comply with Amazon policies and standards to enhance visibility on search results. - Don’t Underestimate the Power of Branding:
Amazon is not just a platform for selling products; it is a global platform that offers much more than just selling opportunities. Invest in building your brand by using A+ Content, brand storytelling, and consistent branding across your listings to create a loyal customer base. - Don’t Use Duplicate Keywords Across Ad Groups:
Using the same keyword across multiple ad groups causes your ads to compete against each other, leading to budget loss. This mistake dilutes the potential performance of your campaigns. Ensure that you use unique keywords in each ad group to avoid overlap and maximize campaign effectiveness.
Wrapping Up:
In conclusion, becoming proficient in the fundamental dos and don’ts of managing your Amazon account can significantly impact your performance as a seller. By staying aware of Amazon’s policies, refining your advertising efforts, and emphasizing the customer experience, you create a strong foundation for growth. On the other hand, keeping your account running smoothly and effectively requires avoiding technical mistakes, such as using duplicate keywords or neglecting backend search phrases.
Keep in mind that Amazon’s marketplace is always changing, so you should adjust and improve your strategies accordingly. Monitoring your account, analyzing analytics, and making necessary adjustments will help you stay one step ahead of the competition. By striking a balance between these dos and don’ts, you’ll be well on your way to building a thriving Amazon business in the long run.