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Liran and Kevin King join for a 2018 roundup going through the changes we’ve seen in Amazon looking at reviews, rating of Buyer Accounts, the rise of the chatbots and what’s coming in 2019…
- 2018 has been a year with a lot of changes in Amazon like sponsored products to massive review sweeps, black hat creeping up
- Lots of change and 2019 will not be different in terms of change
Rise of the Bots
- Liran using bots and flows and sequences, not using on a very regular basis but will do for Launch and Lightening Deals
- One of these bot lists is a Deal Club list with deep discounts and another is for people who love his brand with minimal discounts
- A lot more responsive as an audience
- Facebook looking to charge for the bots in 2019
- Bots on Instagram will come out in 2019 and maybe Facebook will start charging in WhatsApp
- Only some of the advanced sellers are using them today – it’s a different way of thinking and a lot of average sellers struggle to get their heads around it, not very intuitive
- Those doing it correctly are seeing results
- SMS is getting better results than chat bots too in 2019
Ranking
- Ranking and then dropping off…often times it’s down to the implementation
- 1 day, 7 day, 30 day launches
- Search, Find, Buy is the best way to launch – just as the buyer would do
- Most of the URLs will still work (ASIN, Brand, Storefront URLs)
- Helium 10 has the CPR method that’s not too bad
- Got to have a good listing, good price and people need to want your product to ‘stick’
- The vast majority of products on Amazon make their money on 3-8 keywords
- A prong approach is to use URLs, use your group, use Amazon giveaways and use influencers – flood it with multiple directions because Amazon likes this
- Show diversity to your Amazon listing as it’s more effective – Google ads, Facebook source, rebate coupons, all of this helps
- Need a strategy for post-launch to maintain velocity, pricing, aggressive PPC keywords and use all these signals together
Amazon Buyers being Monitored
- Amazon is looking at Buyers – they are scoring customers
- Leo Limin talked of this on Seller Sessions
- People on launch services buying stuff for $1 ten times a week is being tracked and flagged by Amazon
- Algorithm wants to target the ‘right’ kind of Buyers
- Mix in ‘regular’ customers to your launch service pool of buyers to help with the algorithm
- Amazon looking to remove these bad Buyers accounts
- If Launch services cannot filter these out then you do it manually through Facebook and your own lists for launches
- Amazon places limits on the number of reviews people can leave and even on review velocity against your product – too high a review velocity and it will bite you
- The Amazon Giveaways can also be used to help launches
Amazon Giveaways
- The more you can use Amazon internal systems the more Amazon favours you
- Use Amazon PPC and go heavy to start
- Leverage the Amazon Giveaways to get more juice from Amazon
- Set this up in your Buyer account and click on your own PPC ad and setup the Giveaway on the listing page and buy 5-20 units to give juice to all the Amazon algorithm triggers
- Give Amazon what they want within their system and they’ll favour you for it
