(Pt 3) Ranking on Amazon 2019 (RoundTable)

Richard Morgan
January 11, 2019

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Roundtable 2019 part 3 on Ranking on Amazon looking at Rebates and the longevity of the strategy, Use of chatbots and the insane conversion rates over email plus growing and keeping your engaged audience through your chatbot.

Paul Harvey – Seller chat bots
Anthony Lee – Six Leaf
Michael Hartman – Innoventic
Chris Rawlings – Judo Launch

Rebates

Anthony does not see rebates as a grey area – perfectly within terms
Giving rebates as a strategy has been around forever
Used to get information or stimulate sales and boost ranking on Amazon
Amazon could step up and say too many people are abusing it
If in return for a review then, yes classed as abuse
Anthony defends this strategy as a way to mix your marketing and provide to Amazon signals that you are serious

Rise of the Bots

In 2018 it was the year of the ‘bots’
Using bots is increasing
Paul setup a bot for a new Seller and he couldn’t work out how to use it, too difficult a learning curve
Using incentivised reviews was what everyone did before Amazon killed it
Many Sellers are now using PPC only for traffic, not learning how to use a new traffic tool
Sellers can’t produce a basic Facebook ad which is a crying shame
Anthony’s favourite thing is chatbots, there’s a barrier to entry in the learning needed to work it out
Two years ago the UI for chatbots was clunky, now it’s much better
Chris uses chatbots too and finds the response rate astounding compared to email
A good conversion rate on Amazon is 20-30% and on Shopify it’s like 5% a
Email open rates at 20-30% is good, Chatbots are like 80-90%
You really want to learn how to use this tool

Audience

Paul can’t remember the last time he emailed a customer as he uses his chatbots to communicate
His product research is now just asking his audience
Chatbots will not get turned into email marketing and get diluted
Facebook won’t let chat bots become like email and spam because they control it
Google doesn’t control email on gmail in the same way and spam grew
FB have a vested interest that it maintains messenger asa top quality messaging system
FB measures quality of your ads and if they are poor your cost per click goes up
Users can rate your chatbot now too
If you have poor reviews on your chatbot then they might close your chatbot
FB support is appalling, even worse than Amazon
Facebook will be the next WeChat of the World
FB are less forgiving than Amazon, get banned and getting back into Facebook is a nightmare
Fear is if you build a huge 500k subscriber list, if you then get banned and lose the chatbot that is a big loss
When you have a chatbot with a really engaged list you can send the traffic anywhere
Export regularly with UserIDs off of FB
And don’t be spammy
Don’t run poor quality chatbots or send traffic to a 2star product – play smart

Ranking on Amazon Formulas for success:

Anthony

Identify relevant keywords you want to rank for
Create a mix of promotion codes
Create a promotion schedule that extends to 10 days
Stimulate regular sales at varying levels over that 10d period
Simultaneously run rebate schemes over this period
Create the rebate scheme yourself with chatbots
Cultivate your first few reviews
All of these activities in the beginning

Michael

Launch one product with 600 variations and zero reviews using PPC only
Over Q4 he launched a product with no reviews that’s doing over $1,000/day profit with just PPC
Choose main keyword and go after broad and phrase not exact to pickup long tail – works well
Adding video to the listing increased conversion rate by 3%
Only in the US market

Paul

Search and Buy
After first two weeks launch using auto-campaign
Find your best keywords for ranking on Amazon
After the 2 week launch start a chatbot on search and buy
Bet heavy on the PPC and they click on the ad and they see you
They click on the PPC ad and it’s an extra data point for Amazon
Double whammy for the search and buy and the PPC click

Chris

With limited time and experience
One thing that just works given the data we’ve seen
A 10 day launch sequence works best
Agree with Paul’s aggressive PPC campaign to drive full price organic sales for he keywords you are really targeting
A month of extremely aggressive PPC to kickstart it
Doing your initial keyword research to see which keywords refer to you so you can optimise it
Danny has used PPC only to launch!
Those that don’t do this find a lot less stickiness