Last year I had interviewed hundreds of Amazon private label sellers. Some were hugely successful, whilst others were struggling. Those that faced challenges, saw similar issues arise again and again. Here are 9 of the most common reasons that can prevent Amazon private label sellers from succeeding.
Reasons Why some Private Label Sellers fail on Amazon:
That is either not checking to see if there is enough demand for a product, or entering into a niche with too much competition. Both can result in low sales volume. There are many tools that can help sellers with research, so be sure to do your homework and double-check that data.
This might be pulling in data from only one source, or not drilling down deep enough into a niche to discover the most relevant keywords. Sellers need to become laser-focused about their niche and be thorough with research. Using a range of tools can help discover targeted keyword data. Remember, the keywords you target can affect both organic rankings on Amazon as well as your pay per click campaigns. They really do matter.
Poor Product Images
Click through rate is important to Amazon and a poor first hero image can affect clicks to a page. Furthermore, low quality supporting images can influence conversion. Low-quality product images that do not help illustrate or sell the product in an effective way can hinder sales.
Weak Page Optimization
Not mapping keywords to the ASIN in an effective way. This applies to the title, key product features, description, and search terms. Optimizing a product listing for keywords is not so much a luxury, but a must! Amazon SEO done well can get results.
Too Few Reviews
Bad reviews are not always the main issue sellers face, it is often that products have too few (or even none). Some products won’t sell well without reviews but Amazon has made it clear you can’t incentivize them. Implement a smart review strategy with occasional giveaways and email follow up sequences.
Try and present an irresistible offer. Aim to offer more than your competition and capture the public’s imagination with add-ons and bonuses. Free guides, a carry case, bag, or gadget that is bundled at no extra cost can help attract higher conversions on Amazon.
No Brand Identity
If there are a hundred ‘me-too’ sellers in a niche, it is more of a challenge to make sales. Identify your unique selling points and embrace them to stand out from the crowd. Differentiation is important, to build a unique identity and let it form an integral part of your product’s brand.
Being slow to manufacture and launch carries risk. Some sellers are beaten to the big wins by those that move fast around them. The speed of action can hold many advantages on Amazon. If you are a business that wants to piggy-back on popular in-trend products, then you will need to be bold and move fast to stay ahead of the pack.
Hypnotized by Myths
Many people are sold the idea that they can make a fortune on Amazon with virtually no effort. Smart sellers know this is unlikely without hard work. ‘Easy money’ isn’t the healthiest mindset to build most businesses on. Successful people put in hours, weeks and months of work and often they do it all in advance. Afterward, they chill at the beach and post photos on Instagram. Like 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 will need to put the work in to achieve your goals.
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.