In the last few months I’ve spoken to hundreds of Amazon private label sellers. Some are hugely successful, whilst others struggle. For those of them that face challenges, similar issues arise again and again. Here are 9 of the most common reasons which can prevent private label sellers from succeeding.
1. Rusty on the Research
Either not checking to see if there is enough demand for a product, or entering a niche with too much competition. Both can result in low sales volume. There are many tools out there that can help with research. If you’re a seller, be sure to do your homework. And double-check that data. (Related article: Product Sourcing Guidelines For Amazon Sellers)
2. Broad Keywords
This might be pulling in data from only one source, or not drilling down deep enough into the niche to discover the most relevant keywords. Sellers need to be laser-focused about the niche their product is in and be thorough with the research. Use a range of tools, but seek very targeted keyword data. Keywords can affect both organic rankings on Amazon as well as pay per click campaigns. They do matter. (Related article: Expand Keyword Reach for Your ASIN on Amazon)
3. Poor Product Images
A poor first hero image can affect clicks to a page. Low quality supporting images can affect conversion. If the product images are not high quality or help illustrate the product in an effective way, then it may hinder sales.
4. Weak Optimization
Not mapping keywords to the ASIN in an effective way. This can apply to the title, key product features, description and search terms. Optimizing a product listing for keywords is not a luxury, but a must. Done in a structured, methodical way it can help get results.(Related article: How to Make Your Amazon ASIN a Keyword Magnet for Customers)
5. Too Few Reviews
Bad reviews are rarely the main issue, it’s often that products have too few. Some products won’t sell well without reviews. Resolve it with giveaways and email follow up sequences requesting customers for reviews. Drive as many positive reviews as possible from day one.Use tool such as BQool’s Feedback Central to automatically solicit positive reviews.
6. Mediocre Offers
Don’t skimp on the offer. Offer more than your competition where possible and capture the public’s imagination by using add-ons and bonuses. A free guide, carry case, bag or gadget that is bundled at no extra cost can help attract higher conversions. (Related article: Let’s Get Ready to Bundle!)
7. No Brand Identity
If there are a hundred ‘me-too’ sellers in a niche, it can be harder to make sales. By seeking out unique selling points and embracing them a seller can switch this around and stand out from the crowd. So differentiation is key. Build a unique identity. Let it form an integral part of the brand and each product.
8. Slow Starters
Being slow to manufacture and launch can be risky in itself and some sellers are beaten to the big wins by those that move fast. Speed of action can hold many advantages on Amazon. If you’re a business that wants to piggy-back on popular in-trend products, then you’ll need to move fast to stay ahead of the pack.
9. Hypnotized by Myths
Some people are sold the idea that they can make a fortune on Amazon with virtually no effort. This isn’t the healthiest mindset to build a business with. Most successful people put the hours, weeks and months of work in and they do it all in advance. Afterwards they chill at the beach and post photos on Instagram. Until then, it’s all about doing the work. As Conor McGregor the UFC fighter says: ‘There is no talent here, this is hard work…I’m not talented, I’m obsessed’. So whether you want to be an MMA champ or an Amazon rock-star, you’ll need to put the work in to achieve your goals.
About the Author
Gareth Davies is the founder of the agency Amz Pro, a boutique agency that works with SME private label sellers and eCommerce businesses launching on Amazon. For more tips about selling on Amazon, get a FREE copy of the new eBook ‘How to Dominate on Amazon’ here >> http://www.amzpro.co.uk/ebook-website-promo