Salsify solutions offer unique functions to help brands, retailers, and distributors drive results.
Empowering brand manufacturers to manage, syndicate, and optimize product content for winning shopping experiences.
Empowering retailers to create engaging, high-quality shopping experiences for the digital shelf.
Salsify is the foundation for digital shelf success, empowering industry leaders with the tools to win.
Salsify drives results for customers worldwide, empowering them to win on the digital shelf.
Salsify offers a wide selection of resources and tools to drive success at every stage of the digital shelf journey.
Explore our resource library to get everything you need to win on the digital shelf.
Watch our on-demand webinars to gain expert advice and tips from our community of industry leaders.
Register for our upcoming in-person and virtual events to connect with other industry insiders.
Faced with the fierce competition on Amazon, it can be overwhelming to know where to focus and how best to grow sales, build your market share, and protect your brand. Josh Silverman, Director of Analytics and Data Science at Salsify, and I recently spoke to these challenges and shared some strategic insights to help you navigate the ecommerce giant. Listen to the 30-minute webinar or take a look at the highlights we've gathered for you.
Amazon is a conversion machine: If you can make your products convert at a higher rate than competitors, then they will appear higher in search. Higher search rank will result in more sales which will result in more reviews which will result in higher conversion rate and higher search rank.
But achieving the coveted high search rank and high conversion rate requires you to compete on multiple fronts for every SKU you sell.
You can take a strategic approach by optimizing the factors that you can control, for example the content you supply or ad placements you buy, and how to best impact the factors that you earn, like trailing conversion rate and ratings & reviews.
Product copy is the easiest and fastest way for Amazon’s search engine (A9) to associate your products with a search term. First, identify which terms you should be ranking for. The Amazon search bar is a great place to start. You can also use several tools: Merchant words, JungleScout, UnicornSmasher, KeywordEye and Salsify Insights, which can you help you identify key search terms.
Once you’ve determined the most important high value search terms, consider how best to use them. A majority of Amazon purchases happen on mobile where the title is the primary copy you see without significant scrolling. Use keyword terms in bullets and meta data backend keywords as well. Amazon recommends including a keyword once in your copy – and our research and analysis has consistently found that is the appropriate number of times to include each important term. Keyword stuffing makes it harder for shoppers to understand what you are selling. Shoppers want clear copy that conveys key benefits and answers their primary questions, not a comprehensive list of all features.
We could simply say, make sure you have 5+ high resolution images, 5+ bullets and 30+ reviews, but we recommend a much more strategic approach for two important reasons:
Given that context, an interesting pattern emerges when it comes to quantity of product content assets. The Salsify team has done a deep statistical analysis of hundreds of thousands of top-ranking products competing for conversion on Amazon.
Here’s what we learned:
Ultimately, Amazon rewards higher conversion with higher search placement. Each of your products needs to outshine its competitors. Regardless of whether you are using AMS & Promotions, in the long-run your products need to convert at a higher rate than the competition when buyers land on the page. You can supply content, earn content and buy your way to better conversion which will create a self-reinforcing feedback loop. We’ll be continuing to share our latest insights in our blog and webinar series.
Standing out on the digital shelf starts with access to the latest industry content. Subscribe to Below the Fold, our monthly content newsletter, and join other commerce leaders.