Brands should optimise their content to enhance search rankings on Amazon

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 23, 2020, 12:46 PM UTC

Amazon owns nearly 50% of the US eCommerce market.

This piece recommends businesses should ensure their products have a combination of optimised content, imagery, positive customer reviews, low return rates and relevancy to rank on Amazon. Brands should increase the chances of consumer purchase by ensuring their products are prime eligible and have the eCommerce giant’s badge indicating free and fast shipping.

Amazon recommends brands should have at least 15 customer reviews with ratings above 3.5 stars before they even advertise a product on the platform. Product Detail Pages should also have their content optimised based on the platform and SEO practices.

The author suggests brands can opt for a hybrid approach of Amazon vendor and seller central. It would allow sellers to control price as well as ensure product availability. Brands can further advertise on Amazon based on their needs.

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