How to Gain Discoverability for a New Amazon Product Launch

Last week, ecommerce experts at CPC Strategy fielded Amazon-related questions for our webinar summit on how to gain visibility, discoverability, and tracking on new product launches.
The 4-day 2016 Amazon Virtual Summit was designed to arm high-volume, professional Amazon sellers with proven strategies and tactics to effectively grow a profitable bra.d on the Marketplace.
There were a lot of questions we didn’t get a chance to answer – so here they are now with answers from Jeffrey Cohen, Director of Business Development at Seller Labs – Snagshot.
A. Amazon has stopped putting a Verified Review tag on items purchased at a steep discount.
Amazon asks shoppers who received a product at a discount in exchange for a review be transparent and include that information in their review by writing the phrase “I received this product at a discount in exchange for a review”, otherwise the review is not accepted.
A. As far as we know the number of keywords you use doesn’t dilute the overall value, but be careful not to stuff keywords just for the sake of stuffing.
A. You have two schools of thoughts.
Overstatement of price – By overstating the price you reduce the sales but you hurt your page conversion. You do keep your product in stock but you slow your velocity and hurt your other key indicators.
Lower the price – The other strategy to consider is lowering the price and driving up your number, increasing conversion and sales.
Running out of stock is bad, either way you look at it. You have to pick a strategy that you think works based on when your new inventory will be in stock.
A. When you create your coupons you need to select the box that you do not want your coupon promoted on your page. By default, the coupon will show on product page, you need to review this.
A. If you are the brand owner you should register for Brand Registry, this demonstrates to Amazon that you own the product, the brand and now the page. If this is your product, you should optimize the page to optimize search.
A. Nobody knows the Amazon algorithm. We know that Amazon had mentioned that the recency of the reviews is more critical than quantity of review. It is critical to your customer experience and page conversion.
A. Nobody knows the answer. Recently, Amazon has removed the “verified” purchase tag from discounted and free products.
A. If your coupons are set up correctly you can only use 1 coupon per account. It’s possible the user set up 100 Amazon accounts. Snagshout monitors and removes customers of this behavior if identified.
A. You can use a tool to estimate sales, its recommended you look at a few different tools to understand your numbers.
A. Sponsored Ads generate keyword rich conversions. You are not manipulating search in any way by using Sponsored Ads and listing optimization. If you can drive enough velocity you can compete on these tactics alone.
A. This is not a good case study for using snagshout. You want to use snagshout when you are deep on inventory.
A. A product review is still posted and the star rating counts toward the overall star rating.
Offering products at a discount is still one of the most effective ways to launch and market a product on Amazon.com. Not to mention that increased conversions improves sales rank/page rank.
A. Place it in the most natural space so it sounds good first.
A. There is no indication that repeating the word organic multiple times will improve the rank for this team. If it makes sense to repeat it, then repeat it.
A. Many times high volume items can get value on a product such as Snagshout. Based on the velocity you are trying to receive determines how much of a discount you need to give.
A. We believe slow and steady wins the race. Amazon typically looks at rolling sales over a longer period of time so big spikes work out.
A. A pro of adding the brand name at the beginning of a title is if the brand name is easily recognizable and well known. If you’re just launching your brand/product, it would be more advantageous to start your title with the keyword phrase you’re trying to rank for at the first of your title.