As spring begins each year, we enter Q2 when consumers gear up for summer and anticipate the Amazon Prime Days to come. If you’re an Amazon seller looking to make the most of this quarter, this post is for you. Leveraging our years of experience, we’ll provide you with practical advice on how to succeed on Amazon during Q2. Whether you’re just getting started or are an experienced seller looking to take things to the next level, we’ve got tips for you.
Specifically, we’ll dive into how to optimize your product listings for Amazon SEO and the benefits of utilizing Amazon PPC. With this advice, you’ll have everything you need to make sure your business thrives and you reach your goals this quarter. Let’s get started!
Article Contents
The first step to success in eCommerce is always to understand your customer. This means researching who they are, what they need, and how you can meet their needs with your product offering. To do this, you’ll need to take three steps.
The first step is researching your target audience. This research should include identifying consumer demographics and psychographics like age, gender, income level, interests, and habits. Conducting competitor analysis and using tools like surveys, polls, and interviews to gain insight into customer sentiments and opinions is also helpful in gaining a fuller picture of your consumer.
Competitor analysis is another essential part of understanding your customer base. Since your competition works in the same market as you, analyzing the results of their strategies will help you get an idea of what works (or doesn’t) in the market. Also, by watching what others are doing, you can make sure you do something different enough to stand out. Specifically, you’ll want to examine competitor products, pricing structure, product launches, and marketing tactics.
Once you gathered your customer data, you can use it to develop detailed customer personas that will help guide all of your decision-making. A customer persona is a fictional representation of your ideal customer based on data about age, gender, location, income level, occupation, interests, needs, or values that are relevant to your product or service. Building these personas can help you better understand and target potential customers more effectively.
When creating a product mix for your Amazon store, consider both the market and your customers’ needs to ensure success. There are three steps to creating an effective product mix:
Use data from sources, such as Amazon insights or Google trends to identify both market opportunities and seasonal trends in sales or product popularity. This will help inform which products could be most successful for you based on given market conditions in Q2.
Look at what mix of products your competition has. This can help you determine market trends to see which products might be most popular, but it can also help you realize where the market is already saturated and how you can showcase a product that might help you fill a niche customers are looking for this time of year.
Adhering to Amazon category best practices can increase your visibility on the search engine results page (SERP). To confirm your product falls under the correct category, you’ll want to write the product listing page catered to the category your product belongs to. Bold words or letters whenever possible to emphasize to Amazon that this category is where they should nest your product.
Pricing your products correctly is essential for success on Amazon’s marketplace in Q2—not only does it affect profitability, but it also helps attract customers who may be looking for specific price points or discounts. Let’s talk about some good ways to set the right price.
Leveraging data from competitive analysis as well as market research, identify what other sellers are charging for similar products within different Amazon categories. Look out for any opportunities for increased profit margins or customer acquisition without sacrificing the quality of service or product features.
For example, if the two lowest-priced blenders have a significant gap, you can take advantage of that to lower your price below the lowest and focus on high customer acquisition. Or you can raise your price a bit as long as it doesn’t exceed the price of the second lowest price and gain more from each sale.
Taking into account all available data points from research and competitor analysis, consider performing price testing. This is where you introduce a new pricing structure over limited periods to gauge its impact on sales volumes before implementing it fully into your model. It’s a good low-risk way to implement a new pricing structure and try to increase profits.
Creating an effective listing is a good strategy all year round, but these are typically more static and meant to be evergreen. In Q2 specifically, you can instead target your efforts towards strategic promotions of the right products.
Based on the analyses we discussed above, you can decide which products are most likely to convert and take advantage of Amazon’s paid promotion options. You can choose from Sponsored Products, Sponsored brand ads, and Product Display Ads. All of these help your product to surface at the top of the page for more categories and keywords and increase visibility significantly.
You can even go beyond Amazon’s platform by utilizing external channels, such as social media campaigns or influencer marketing programs. The more famous the influencer, the higher the price will be, but the profits may make it worth it in the long run if it’s the right influencer. Amazon attribution allows you to track the traffic from these external sources in your dashboard to keep everything all in one place.