5 Best Practices For Listing Your Products On Amazon
by Chris Capelle
Becoming a seller on Amazon is a great way to sell your product, harnessing the reach of one of the world’s most prestigious online stores. Being able to use the retailer’s muscle and name recognition to sell gives you an advantage that is virtually unmatched by any other online site. Knowing some tricks of the trade of how to list products on Amazon will definitely help you gain traction and become a successful seller.
1. Do Your Homework
First and foremost, know what you’re selling. You don’t have to be an all-around expert on every aspect of the product, but you do have to be able to articulate the benefits and features. Recognizing what benefits buyers will receive from your item along with any specs that are vital (dimensions, weight, colors, compatibility, etc.) is important.
Another place to be well-informed is in the pricing area. Amazon (like other retailers) can be very competitive, and you should research what other sellers are charging for similar items. You don’t want to list too high and price yourself out of the market, or too low and find yourself in a “race to the bottom” with others trying to post the lowest price. Knowing the sweet spot for your product’s price will pay dividends when your items show up as live listings and start to move.
One important note: Amazon has a lengthy list of restricted items, so before doing anything else, take a look at it to make sure you won’t be wasting any time crafting descriptions and taking pictures of items that are not allowed. Of course, the things you would expect to be banned are — weapons, alcoholic beverages, vaping supplies and clothing with offensive text or graphics — but there is a litany of restricted items you should be aware of. This includes laser devices, upholstered furniture and automotive products, among many others.
2. Take Time To Describe Your Product
Put yourself behind the keyboard of your customer. Think about why YOU would want to buy that item. Remember, you’re competing with the rest of the marketplace with your products, so you must not only describe them well, but also tout the benefits of them. Think of the old copywriter’s maxim: “You’re selling the sizzle, not the steak.” This means you’re actually selling the benefits of the product, and what it can do for you, not just the product itself. The features are important, but those are usually secondary to the benefits.
Also, keep your copy tight. No need to over-describe your product or be too verbose. And don’t be flowery or gushing when describing it. In short, make your sales copy snappy, with no wasted words and give your customer reasons why it will make his/her life better.
You should use bullet points for things that need no further explanation. For example:
- Lined interior
- Adjustable strap
- Machine washable
3. A Picture Is Worth A Thousand Words
Yes, a cliché forsure, but one to guide you. If there are professional product shots or “stock” photos available of the item you’re listing, by all means use them. If you have to take your own, then try to mimic professional photos. Place the item on a plain surface, make sure there are no other objects in the frame. Confirm that there is no glare obscuring any of the product and that there are no shadows or reflections in the photo. If any feature or angle of the product you’re selling needs to be shown, you should take a picture of it.
4. More Items To Consider
Decide if you’re going to pack and ship your items yourself, or have Amazon handle it in its FBA (Fulfillment By Amazon) service. Both have pros and cons. Naturally, it’s a lot of work to pack and ship your products yourself, but on the other hand, if you’re not selling a huge quantity, it’s probably manageable. Having Amazon handle it will free you from that task but will obviously eat into your profit margin. Similarly, pricing shipping is important — the price you’ll charge will depend on the size/weight of your products.
5. A Unique UPC Code For Each Item
Another vital step is to have a unique UPC code for your products. That means a different barcode for each variation. So, if you have an item that comes in three colors and three different sizes, that means nine unique barcodes. Confirm the number of items you plan on listing and purchase barcodes accordingly. And most importantly, a trusted source of barcodes is required to sell on Amazon (and other retailers).
Sell On Amazon with Barcodes from Bar Codes Talk
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Chris Capelle is a technology expert, writer and instructor. For over 25 years, he has worked in the publishing, advertising and consumer products industries.
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WordStream - https://www.wordstream.com/blog/ws/2019/02/26/product-photography