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Amazon Tools for Sellers Overview

Aug 14, 2024

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