Five Deadly Mistakes to Avoid on Amazon in 2024

Introduction

• Main Point: Avoiding common mistakes is crucial for profitability on Amazon.
• Presenters: Host and Amazon expert James, who has 12 years of experience.

Mistake 1: Poor Amazon PPC Management

Not Monitoring Campaigns

• Issue: Creating campaigns and not monitoring them can lead to overspending.
• Solution: Monitor campaigns daily, especially when newly created, to adjust keywords and budget.

Not Adding Negative Keywords Immediately

• Issue: Related but unrelated keywords may cause overspending.
• Solution: Add negative keywords to exclude irrelevant search terms.
• Example: Electrolyte powder vs. amino acid hydration keywords.
• Tip: Use an auto campaign to identify additional irrelevant keywords.

Keyword Audit Tips

• Criteria:
  • Orders = 0
  • Sort by spend
  • Analytical Approach: Spend vs. Revenue
• Actions:
  • Lower bids or pause keywords that don't convert.

Handling Outlier Keywords

• Issue: Outliers with high ACOS but low relevance.
• Solution: Use critical thinking to avoid increasing bids on fluke keywords.

Mistake 2: Low Seller Performance

Order Defect Rate & Returns

• Impact: High defect rates and returns impact rankings negatively.
• Solution: Maintain low defect and return rates.

Policy Violations and Inventory Management

• Issues: Policy violations and improper inventory levels.
• Solution: Adhere to policies and manage inventory within 30-180 days.
• Effect: Avoid penalties and additional fees, and maintain good rankings.

Tracking Inventory

• Observation: Sales drop when inventory is below 30 days.
• Conclusion: Amazon promotes sellers with good stocking practices.

Mistake 3: Not Split Testing Images

Importance of Image Optimization

• Common Issue: Sellers set and forget main images.
• Solution: Regularly AB test main images and listing copy for better click-through rates.

Click-Through Rate Benefits

• Benefits: Improved click-through rate leads to more listings views & conversions.
• Effect: Improved rankings and lower cost per click (CPC).

Regular Image Testing Steps

• Context in Images: Show product in use and with packaging.
• Color & Design: Test trending colors and fonts.
• Utilize Packaging: Use packaging text for selling points.
• Tool: Use Amazon's Manage My Experiments for data-backed decisions.
• Tools: Compare with competitors and use data dive for competitive analysis.

Mistake 4: Not Improving Your Product

Continuous Improvement Cycle

• Common Issues: Not evolving the product leads to being outpaced by competitors.
• Solution: Use customer feedback and negative reviews for R&D.
• Strategy: Always plan for the next version before finalizing the current one.

Innovation over Imitation

• Mistake: Copying competitors leads to always being one step behind.
• Solution: Focus on unique improvements without looking at competitors initially.

Mistake 5: Poor Amazon SEO

Keyword Stuffing

• Common Issue: Overloading listing with keywords leading to poor readability.
• Solution: Seamlessly integrate keywords using tools like ChatGPT.

Balanced SEO Strategy

• Primary Focus: Conversion rates and sales are the ultimate ranking factors.
• Tactics: Use short-tail keywords in titles and long-tail keywords in product descriptions.

FAQs and Additional Content

• Tip: Fill out FAQs with keywords, even competitor names.
• Hack: Utilize community questions to insert essential keywords.

Sales Process in Descriptions

• Goal: Walk customer through the sales process ensuring complete confidence.
• Benefit: Higher conversions boost organic rankings.

Conclusion

• Summary: Avoiding these mistakes will save money and improve Amazon business success.
• Call to Action: Contact James for personalized consultation and support.