Sell Sessions Lecture Notes

Introduction

• Host: Danny
• Guest: Jeff
• Focus on Amazon tools: Comprehend, Recognition, and Ruus Cosmo.
• Jeff's background:
  • Engineering
  • Worked with agencies and brands
  • Owns a brand that he has exited.

Key Points Discussed

Objectives of the Session

• Breakdown complex tools (Recognition, Comprehend) for Amazon sellers.
• Build a repeatable process for teams, ensuring consistency.
• Focus on scaling for larger brands with extensive product catalogs.

Process Overview

1. Mural Board

   • Main tools listed.
   • Notes on tools and articles.
   • Build flowchart and business improvement process.
   • Final goal: Complete step-by-step process with SOPs (Standard Operating Procedures).

2. Level One Discovery

   • Start with existing listings to optimize.
   • Develop a Master Keyword List (MKL) using keyword research tools (e.g., Data Dive).
   • Create a graphics brief for designers.

Image Testing with Amazon Recognition

• Two Parts of Recognition:
  1. Object Detection
  2. Text Recognition

Example: Hibiscus Lemon Tea

• Image Analysis:

  • Object Detection:
    • Identifies items like "herbal," "fruit," and "flower" but struggles with certain items (lemon and hibiscus).
    • Confidence scores vary, indicating strength of recognition.
  • Text Recognition:
    • High confidence in recognizing text such as "Hibiscus Lemon" and nutritional information.

• Graphics Design Impact:

  • Complex images with many elements can confuse recognition tools.
  • Simpler, clearer images yield better results during recognition.

SOP Development

• Incorporate findings into the Mural Board.
• Use Amazon Seller Central tools to improve listing content.

Amazon Comprehend and Sentiment Analysis

• Understanding Sentiment:

  • Analyze sentiment for product attributes, not just overall sentiment.
  • Adjust listings based on sentiment findings (e.g., use adjectives for better recognition).

• Capitalization and Adjectives:

  • Impact on recognition and sentiment scores.
  • Examples of how tweaking listings can change recognition results.

Ruus and Q&A Integration

• Importance of Q&A for improving visibility and addressing customer concerns.
• Analyze top competitors’ Q&A sections for common queries.
• Use insights to enhance product listings.

Conclusion and Next Steps

• Process allows for systematic testing and improvement of Amazon listings.
• Further deep dives and testing planned for future sessions.

Contact Information

• Jeff can be contacted via Facebook or email: [email protected]