Amazon has only one goal: to sell. To achieve this, the marketplace has developed a search algorithm (A9) which works by keywords like Google. Its purpose is to highlight the most relevant offers to meet the Internet user’s request. The faster and easier the latter finds what he needs, the more likely he is to place an order.Emerging at the top of the results for an e-merchant is all the more strategic given that the range of available products is plethoric and that 70% of customers stop at the first page of results . Here are the best practices, which combine relevance and performance, to put in place to optimize your SEO and SEO on Amazon.
Meet the relevance criteria defined by Amazon
The choice of relevant keywords.Before writing the product sheet, it is important to work on your keywords by putting yourself in the buyer’s shoes. What terms will he use to search for your product?It is best to avoid positioning yourself on generic keywords because as with any search engine, you must have acquired the confidence of the algorithm to appear in the most popular queries. Long tail words will be more effective. You can identify them using the Amazon Keyword Tool or by taking inspiration from expressions suggested by Amazon during a search.
The optimized product sheet
On Amazon, the storefront for your items is the product listing . Thanks to its visuals and its detailed description, it must create a reassuring universe around the product for the customer as well as for the search engine. The elements to which particular attention should be paid are the following:To optimize your product sheets, do not hesitate to do competitive intelligence by studying the strategy of your competitors. Benchmark their best practices and adapt your policy accordingly.
A smooth customer journey
Beyond the product sheet, the entire customer journey is the subject of special attention by the Amazon algorithm. Anything that interferes with an easy and smooth shopping experience is cause for penalty. It is therefore important to pay attention to the following points:Amazon’s algorithm needs four weeks to take information from a product listing and bring it up in search results. It is therefore necessary to wait 2 to 3 months to assess the real sales potential of a product.
However, even if you strictly follow all the good practices detailed above, it remains difficult to develop the volume of your sales on Amazon without a dedicated marketing budget , especially in the most competitive categories. To go up more easily at the top of searches, Amazon offers advertisers to invest in sponsored spaces . This system, inspired by Google Ads, allows sellers to bid on a cost-per-click basis with a variable price depending on the category.
Amazon also offers a platform for buying advertising space (via Amazon Advertising Platform) which allows advertisers to buy display and video placements in real time, on desktop and mobile, within its ecosystem.
What sanctions can Amazon take in the event of non-compliance with its rules?
As we have just seen, Amazon imposes drastic criteria on its sellers to protect its buyers and offer them a high level of service. In the event of a breach, the marketplace has provided a whole arsenal of sanctions . Every day, it suspends or closes dozens of accounts that do not respect its rules, which can jeopardize the companies that make a large part of their turnover thanks to it.
When you receive the email from the Amazon Seller Performance team with the mention: “your selling privileges have been revoked”, the situation becomes complicated. There are 3 levels of penalties listed in order of severity:There are many reasons why Amazon may suspend your account . They are always detailed in the email that accompanies the announcement of the suspension. Here are some examples:with the AZ guarantee which protects buyers and allows them to request a refund under certain conditions.
Amazon then asks sellers to write an “action plan” to be able to continue selling. Keep in mind that you can only have a limited number of interactions with the Seller Performance Service, so it is important to write a well-targeted action plan from the first attempt. No hot and hasty reactions!
We must first understand the reasons behind Amazon’s decision. After having made a precise analysis of the situation, you will be able to provide a factual, detailed and professional response.
The action plan refused
If the action plan you have proposed has not convinced Amazon, it is always possible to submit a new amended and reasoned request.You will find in the Sellermania white paper examples of action plans, classified by issue, from which you can draw inspiration.Players like Sellermania , an expert in the operation of marketplaces, can support you in your efforts, advise you and help you draft an effective action plan to quickly lift Amazon’s sanction.
Seller banned by Amazon
In this case, the situation is final, there is no longer possible contact with Amazon. In the future, you must definitely do without Amazon to develop your sales.ehind the millions of potential customers that Amazon represents, hides a demanding and uncompromising ecosystem. To benefit from the commercial power of the marketplace, you must: