TAS 238 – Ask Scott Session #71 – Your Amazon FBA Questions

Amazon private label sales is one of the best ways to get started with online business. You don’t have to have any experience because there are many good hearted people like Scott Voelker who are eager to walk you through the ways you can get started with even a small amount of cash. This episode is one of Scott’s weekly “Ask Scott” episodes where anybody who has a question about sales on Amazon is able to ask their questions. This episode highlights listener questions about product categories, shipping costs VS storage fees, responding to bad product reviews, and using the keyword fields in the Amazon product backend wisely.

I’m not sure which categories I should choose for my private label product.

A listener asks a very good question today about product categories. It’s often the case that one product could legitimately belong in more than one category. When that’s the case, how do you go about choosing which category you should designate as your “primary” category. On this episode Scott answers the question and encourages the listener who ask it to focus on keywords and optimized listings more than the category – though he does give some tips on how to choose the most effective category as well.

Should I pay increased shipping or storage fees to house my products?

A TAS community member called in to ask Scott about his situation – he’s got a great product but in order to get his best price he’d have to order 2000 of them! He’d be saving enough money that it seems like a wise thing to do, but he doesn’t want to keep them at his home and doesn’t believe that Amazon would allow him to send in that many at once. He’s asking Scott’s advice on whether storing those products at some warehouse would make sense. Scott’s got his typical common sense answer to this one and you can hear it on this episode.

Can I leave comments or replies to negative reviews I get on my products?

A listener asks Scott if he is able to respond to the comments that are made to his products, and if so how? The tool you need to know about in order to do that is called Sales Backer (find it in this episode’s resource links) and it’s a great way to be active in the space surrounding your product and to do great customer service that can not only fix problems your customers are having but also get some of those negative reviews removed or changed. You can find out about Sales Backer and how you can use it on this episode.

I heard you talking about keyword duplication on product listings? Can you tell me about that?

There has been a lot of confusion about keywords and how they are used in the Amazon product listings, and for good reason. It appears from trials that various Amazon sellers have done that some of the conventional wisdom surrounding keywords may have been incorrect. On this episode you’ll hear Scott dig into the topic a bit in response to a listener’s question about how to use keywords. It’s a very helpful response so make sure you take the time to listen.

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:25] Scott’s introduction to the podcast!
  • [1:29] Shout out to the TAS Facebook community.
  • [4:10] QUESTION ONE: I’m doing a new product launch and I’m not sure how to choose the right category in light of competition, etc.
  • [11:11] QUESTION TWO: I’m having trouble figuring out if I should pay high shipping or buy more products and store them economically in the U.S. with arrangements to ship to Amazon monthly?
  • [18:14] QUESTION THREE: How can I leave comments on reviews left on my products using Sales Backer?
  • [24:04] QUESTION FOUR: I’m curious about keyword duplication in the Amazon backend. You and Chris discussed using Keyword Inspector to weed out duplicates. Can you expound on that a bit?

click

Resources Banner2

TRANSCRIPT TAS 238

TAS 238 – Ask Scott Session #71 – Your Amazon FBA Questions

[INTRODUCTION]

[00:00:03] Scott: Well hey, hey, what’s up everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 238 and session number 71 of Ask Scott. This is where I answer your questions here on the podcast. You guys know this is one of …

[read more=”Read full transcript…” less=”Read less”]

Click Here to Download Transcript <<

…the highlights of my week and if you’re brand new, well you just figured that out because I just told you. It’s my way to be able to connect with you and answer some questions and like we’re sitting across the table having a nice cup of coffee which I do have a cup in front of me today and also a bottle of water to wash everything else down.

I’m really excited to do this. I did want to remind you, if you guys are new and you want to ask a question or maybe you have been listening for a long time and now you have a question, I want to remind you that you can leave your own question by heading over to theamazingseller.com/ask and you can do that. You can leave a voice mail over there, just leave your first name and also a brief question and I’ll do my best to air it here on an upcoming Ask Scott session. I really, really love it when you guys are able to do this because again it feels as though I can connect with you on a more personal level.

It helps a lot of people because there’s a lot of other people that probably have these questions and I’m going to do my best to answer them or at least direct you in the right direction. Direct you in the right direction, that’s what I’m trying to say, point you in the right direction, that’s better. Before we jump into that, I wanted to give a shout out to our TAS Facebook community. You guys are awesome and you’re rocking and rolling and there’s a ton of great resources there. If you guys are not a part of that yet, definitely go over to theamazingseller.com/fb for Facebook and you can request to join that community.

I get a lot of people that say, “Scott, I want to be able to connect with likeminded people.” Here’s the thing, it’s a pretty massive group over there.

[00:02:02] Scott: But here’s the thing, you can go ahead and see who you might really resonate with or who you might want to have a little bit of a relationship with over there and maybe have an accountability part or whatever, that’s really there for you as well. The people are there with the same ideas that you are going into this business and you can go ahead and pick and choose who you want to hang out with there.

There are a lot of threads and a lot of posts that have been published there already so if you want to search for something specific, something that is maybe tailored towards product research or whatever, you can go there and in the search field you can search that and the you’ll get a bunch of different posts that have that in it so you can go ahead and narrow it down. A lot of times if you’re just getting started, that’s what you’re going to want to do. Again, that’s theamazingseller.com/fb.

The other thing I want to remind you is that this and the other podcast episodes that we’ve published have show notes so you can go and download the transcripts and the show notes to this episode by heading over to theamazingseller.com/238. That will get you to the resources page of this episode or the show notes page which will have the transcripts and any links that we discuss will be dropped in that page for you so it’s easier for you to be able to take in all of this information or maybe just read the transcripts because sometimes you can’t listen because you’re at work or whatever so they’re there for you.

One last reminder if you guys are brand new to the podcast, welcome. I did want to give you a resource that you can check out to get you caught up to speed relatively quickly, basically in 10 days. I have a free course that I created for you and you can find that by heading over to freeprivatelabelcourse.com, again that’s freeprivatelabelcourse.com.

[00:04:01] Scott: I know I’m a bunch of links at you guys but if you want again, just go to the show notes, theamazingseller.com/238. There I go again, there’s another link. All right guys, let’s dive into the first question of the day, I’m really excited to jump in here today so what do you say? Let’s get going here, let’s listen to the first question and I’ll give you my answer.

[Q&A SESSION]

[00:04:25] Antonio: Hey Scott, how are you doing man? This is Antonio from Italy and I really, really want to thank you for doing this. It’s really great what you are doing here. I do have a question for you. I recently chose one product to launch and I am not sure in which category I should categorize this product. It’s a product that can go like in two or three different categories but I noticed that some categories that are more competitive than others. For example if you rank 2,000 in a category and you sell, I don’t know, like 300 per month, the same amount you can reach in another category. You can reach by ranking I don’t know, 500 or something like this because of course it’s much less competitive.

I’m talking about numbers in UK of course because I’m going to launch it here in Europe. Which category do you think is best to launch? It’s better like to put it in more competitive category where if you can achieve like the highest rank then you can do well or in a less competitive category where even if you become the top 10 the amount of sales remain lower? What do you think about that? Thank you very much.

[00:06:14] Scott: Hey Antonio, what’s up man? All the way from Italy, that’s amazing, I love this, I love this part of the podcast, the Ask Scott. You guys heard me already say it and again, being able to reach guys like Antonio, this is just awesome. Thank you for the question and for listening. This is a good question and it is one that I’ve received in the past. This is my thoughts on this.

First off, we know pretty much that most people that go to Amazon they search using a keyword. Forget about the category for a second. The keyword is the most important thing in my book because when someone goes to search for something whether it’s a garlic press, whether it’s a basketball, they’re searching for that thing. Sometimes they’re going to shop for a brand, it’s true, but for the most part it’s like stainless steel garlic press. That’s what they’re going after. First off, remember that that’s one of the most important things.

Secondly, yes, we want to be listed in a category that is going to be relevant to what we’re selling, obviously. Like why would we want to put a garlic press in sports and outdoors? It just doesn’t make sense. Even though we could put it in there and people could still find it doing a keyword search but it just doesn’t make sense. If someone is searching through a category you’re going to see a garlic press and it just doesn’t jive with what they’re looking for so that wouldn’t make sense.

I would say and you’re talking more about competitiveness, like if you’re competitor is listed in a really competitive category, should you list yours in something that’s semi related but maybe not 100% related that has less competition? Here’s my thoughts on this, as of right now that I’m aware of, Amazon allows you to list in two categories, sometimes three, depending on your product. The first one, I would go after the one that is most relevant, whether it has a ton of competition or not, that’s where I would out that.

[00:08:17] Scott: Again, my personal preference, doesn’t mean it’s right, this is what I would do. Secondly, and we can talk about this a little bit more, is I would then look at the second category to be relevant but also where I could out-rank anyone in that category so I could possibly get a best seller’s badge. What this means is my second category will be more or less a sub, sub, sub category maybe instead of it being a top level category.

If we’re talking about home and kitchen or sports and outdoors, let’s say that home and kitchen is the one that I should be listing in because it’s a garlic press but then the second one might be some type of kitchen utensil that is also sold in, I’m just going to throw it out there, let’s just say like garden tools or something. Maybe that could be one that I could go into a really deep category because now I know that my ranking is going to outperform anyone that’s selling in that category because I can look at the BSR and see where they are and then they’re going to give me the bestseller badge.

Then when I get that bestseller badge, that badge is still going to show up on my listing even though I’m not ranking or I’m not top, in the top level category. I’m still going to see bestseller in outdoor lawn and garden – tools and then garlic press. That’s what it’s going to show in the link tree and how it would go. I don’t even know where I came up with that link tree, it’s…You get what I’m saying, it’s like when you see all of the different subcategories down below that it’s like dug into, it’s like how deep it is.

That’s how you can then get a bestseller badge still being relevant. Again, I wanted this to be ethical and I want it to be honest and I want you to do this right, but you can still find these categories where your product is relevant but it might not be as relevant as your main top category.

[00:10:21] Scott: If you’re selling a garlic press it’s going to go in home and kitchen, let’s say. Hopefully that makes sense, that’s what I would look at. I wouldn’t look at by you being in a certain category that you’re going to get all of these sales coming in because you’re in a category.

Like I said, if we go back to the beginning of this answer that I was giving, it really to me keyword is number one, that’s how you’re being discovered. The categories are additional but not to me as important as a keyword. Still, you want to be relevant and you still want to have your product listed in the main category that you should be listing in. Hopefully that answered your question, hopefully anyone else listening that answers their question. I think that again, if you just keep your sights on keywords and then category and then what I just went over I think you’ll be good. Let’s go ahead and listen to another question and I’ll give you my answer.

[00:11:16] Speaker 1: Hey Scott, I’m a new listener to the podcast and let me begin by thanking you for your show and all the great information that you’re providing. I really appreciate your giving spirit and willingness to share. The question that I have, it may have been asked before, I’m a new listener to your program as I mentioned already so excuse me if this has been asked before. I have a single product on Amazon that’s manufactured in Indonesia.

The primary cost for me, for the product turns out to be shipping from overseas. Unless I order approximately 4,000 units which turns out to be about three quarters of a shipping container, it’s really difficult for me to keep my shipping cost per unit down and my margins up. I sell approximately 350 units per month so I can’t have a whole 4,000 units shipped to Amazon without paying excessive storage fees there at Amazon. I also don’t what to keep the boxes at home, doesn’t make sense for me to do that. Are there any other options out there? For example is there an economical way to store the excess inventory at a warehouse in the United States and arrange to ship a thousand units every two to three months to Amazon from the warehouse? Thank you and continue to encourage us to take action.

[00:12:44] Scott: First off, I can’t respond by name because you didn’t leave your name. That’s okay, I would like to say, “Hey, thanks for the question Don,” or whatever your name is. Again, just to remind you guys, if you do submit a question, please leave your first name and just a brief question. That would be great but I’m going to address this question. This is my first thought on this. First off, how much savings are we talking about? Are we talking about 20 cents a unit? Are we talking about a dollar a unit? We talking two dollars a unit? What are we talking? I think that’s the question that I’d be asking myself or I’d be asking you if we were having that cup of coffee that I always talk about.

That would be the first question because then the second thing would be does it really make sense to have 4,000 units shipped here and then have to store them? Then we have to balance that out. My first or my second thought on this, I guess, would be I’m sure we can find a storage unit here in the States that can house those units and then you would just pay a storage fee every single month. That storage fee might be a hundred bucks a month, it might be 200 bucks a month. How fast are you going to go through those units?

You’re saying you’re selling bout 300, 350 units, let’s say it’s 300 to keep the math simple. It’s going to take you a year to sell those 4,000 units. If it’s going to take you a year to sell those, how much storage fees is it going to cost to hold them so this way here you can get that discount? I would be more or less not looking at the discount side of things, I’d be looking at it more of a convenience side of things. What I mean by that is having inventory in a storage unit here allows you to have a big month and not get caught, where you like now all of a sudden you’re starting to sell really, really strong and then you have to worry about getting inventory.

[00:14:40] Scott: That would be one way to have some inventory here so if sales really start to pick up you’re going to have the inventory so that would be the positive to doing that. The negative of course is to have those sitting into a storage unit. No matter where you put them you’re going to pay storage. If you’re saying that you want to automate that process too or at least make a phone call and say, “Hey, can you ship in a thousand units to Amazon for me?” That’s going to be a fee. There’s not any service right now that I’m aware of…

Obviously if there’s listeners right now that have a solution to this or even some recommendations please, let us know. You can do it in the blog comments or you can even do it by sending me an email, Scott@theamazingseller.com and I could obviously report back. I do know of a service called Shipwire, shipwire.com. What they do is they do exactly what FBA does, is they do fulfillment by their warehouses. They will store them but again you’re going to have a storage fee and you’re going to have more or less like a fulfilled by whatever their service call it is. Like Fulfill By Amazon you’re paying the pick and pack fee, I’m sure that you’re going to pay a pick and pack fee for this service as well.

You’re always going to pay for a service regardless. Hopefully by me walking through this with you right here right now, that’s my initial thoughts so I’d have to weigh it out and say, “Do I plan on having a bigger fourth quarter so I’m not going to sit down 4,000 units for a year?” Then the next order that you do, are you going to order more, are you going to order 6,000 units to try to fill that container to get even a better deal? If that’s the case, now we need more storage in this facility so now we have to plan that out.

Everything really comes down to, “Are you doing this for the savings or are you doing this for the convenience or are you doing it for both?” It might be both but with the same thing in mind is that you are now introducing a little bit more to your workflow because now you’re going to have these different elements and these different pieces. Doesn’t mean it’s not right and it doesn’t mean that you shouldn’t do it, it’s just these are the things that you need to think about when deciding to do that.

[00:16:58] Scott: I haven't used Shipwire as of yet. I have been told that it’s really a great service and who knows, I may use it in the future. What’s really great about that service from what I hear is it’s a lot like Amazon FBA except these people will also fulfill it for you to your website visitors or customers that go through that or a sales funnel or something like that. We know that we can use Amazon FBA to fulfill our website sales too, we know that and if you don’t you know it now, I just told you. We can do that and we can set it up as a plug in that you can have for your word press blog if you have that, even Shopify I believe has something for that.

Then what it’ll do is it’ll just basically notify your account that you just sold one, it’ll create a work order in a sense or a shipping order and then Amazon will pick and pack it, you just won’t pay the Amazon fees for basically selling it though Amazon. Like anything there’s always pros and cons but that is an option. Hopefully this has helped you work through this decision because it is a decision and you have to see what’s right for you and currently what the main goal is for doing this.

Hopefully this has helped you or anyone else with this similar situation. Let’s go ahead and listen to another question and I’ll give you my answer.

[00:18:18] Jason: Hey Scott, this is Jason. First of all thank you again for such an amazing podcast. I have asked a question on here before but you’re always deserving of plenty of gratitude so thank you, thank you, thank you. I was just listening to episode 202 in which you answered a question from another listener who asked about how you should handle negative product reviews. I want to ask a follow up question to that because just like you, I also use the Salesbacker tool. As far as I am aware, any time I have attempted to reply to product reviews actually on Amazon listings, Amazon tells me, “You cannot leave a comment unless you’ve actually purchased this product.”

Am I missing something? Is there somewhere that I’m supposed to reply to these reviews that I haven't seen? I just want to double check because when I heard you explain your solution to the other listener I thought this sounds great but again in my experience you actually can’t reply or leave comments. Let me know if I’m missing something. I’d love to hear your answer and thank you again for everything you do. Keep them coming.

[00:19:42] Scott: Hey Jason, thank you so much for the question and the second question and thanks for the kind words too man, I really appreciate that. Always feels good when I get to hear from listeners and that you’re enjoying the podcast. It keeps me wanting to come back and sit behind this mic and talk to everyone and listen to these questions and give you my thoughts. Thank you for that.

Let’s talk about this real quick. Anyone again that’s fairly new, we’re talking about follow-ups here, follow-up emails, he’s talking about using a service called Salesbacker. I actually use that service now as well and it’s a great service. What it basically does is it automates the email follow-up, you get to write them, those emails and then it will automatically go out per your trigger in a sense to where like let’s say that it’s been delivered then it will get sent out your first email. Then after five days after it’s been delivered it’ll go out another email and then maybe 10 days later it’ll go out with another email.

Just to give you guys a brief overview of what that looks like. If you guys want to check out Salesbacker you can always head over to my resources page, theamazingseller.com/resources, you’ll find a link there that will actually give you 60 days to give it a try which is pretty cool and that’s offered by my good buddy Chris Guthrie who actually created that software. By the way, that is an affiliate link and you will buy me coffee, just to be upfront there, but it’s a great service.

Here is the deal and this is… I’m a little confused to be honest with you Jason because as long as you’re logged into your Amazon account as you as the seller, whenever you reply or comment it should come up as you or your company. There is a way in the backend also to basically create your own pen name if you want to, can’t really I guess describe it here on how you would do that. Really what you’ll want to do is make sure that you’re logged in.

[00:21:50] Scott: As long as you’re logged into your Amazon account, you can leave a comment because they want you to leave a comment or a reply. Now, unless they’ve changed something and I’m not aware of it, but I’ve been able to do it and I would think that they would want us to do that so I’m not seeing an issue. Again, we’re talking about reviews so usually what’ll happen is let’s say that you get a three star review and you want to be notified when you get a three start review.

What we’re going to do here is we’re going to receive an email from Salesbacker and it’s going to say, “Hey, you just received a three star review.” You’re now able click on that link in that email from Salesbacker and it’ll take you directly to that review. Then you can go ahead and reply to that comment. That’s something that we’ve talked about too and I think it’s important. I think that you should reply to comments or reviews, you should comment. You should comment even on not just the bad one but the good ones, maybe a quick thank you, not on all of them but just to let people know that you’re watching and you’re keeping an eye on your products and your business.

I think it’s smart to leave especially on negative ones because you want to be able to show that you’re willing to make that customer happy. It could be just as simple as, “Hey, I’m so sorry to hear that happened with your new garlic press. Please, send us a message and we will make sure that you’re taken care of.” It shows people that you’re listening and that you’re willing to go the extra mile.

Not quite sure what’s happening there with you Jason as far as your account but I would make sure that you’re logged in, you’re not trying to leave a review you’re trying to leave a comment on a review. Definitely check that out and anyone else listening that would be the issue I would believe that you’re not logged in as you the seller so maybe give that a try.

[00:23:55] Scott: Again, thanks for the question and thanks again for being a listener Jason, I really appreciate it. So glad that you’re taking action, man, that’s awesome. All right, so we’ve got time for one more quick question. Let’s go ahead and listen and I will give you my answer and we’ll wrap this baby up and get on with our day, what do you say? Let’s do it.

[00:24:14] Chris: Hey Scott, this is Chris calling you from the beautiful coast of Maine. On a recent hot seat with Chris Shaffer, you guys were talking about using a tool from SEO book, a duplicator tool where he was scraping keywords from the top three ASINs for a product niche and using this tool to be able to show all the duplicated keywords. My assumption would be to use those duplicated keywords among those three top products to be able to use in your backend of your product. I was just wondering if you might be able to expand a little bit on that because that sounds like a really interesting technique and one that I have never heard of. Thanks so much, really appreciate it and look forward to talking to you soon.

[00:25:15] Scott: Hey Chris, thank you so much for the question from Maine. I’ve been to Maine and it’s beautiful, beautiful Maine especially in the fall. My wife and my family we’ve been to Maine quite a few times and we love it in the fall so I know right where you’re talking, great area. Good question, you might be a little bit confused as to what we were talking about there and hopefully I can clear it up for you. What we were talking about, Chris and I, that is Chris Shaffer, is we were talking about how to optimize your backend of your keyword search terms because now they’ve expanded that out to where we have 5,000 characters we’re able to put in there, I think it’s a thousand per line and there’s five lines. This was a way for you to get more keywords indexed for your listing. That’s really what we were talking about.

Then what we were talking about is the strategy of taking your top three competitors and then running them through the keyword inspector tool. Then from there, taking all of those from all three of them and then dumping them into a de-dupe tool, basically a tool that will take any duplicates and get rid of them so this way here you’re only showing one. If you have three different lists of keywords, you may have some that are duplicates across all three, we only want that shown once, we don’t want to duplicate it.

Basically, let me… I know I’m going to get questions about this, the keyword inspector tool that we’re talking about is, and again you guys can check this out, I do have a link that will buy me coffee, it’s theamazingseller.com/keywords and that is the keyword inspector tool. You buy credits in order to run this reverse searches on these different ASINs. Again you can check it out at the resources page as well, there’s a link there at theamazingseller.com/resources or theamazingseller.com/keywords and it’ll take you basically to their page that shows you exactly what I’m talking about here.

[00:27:20] Scott: That’s what we did. We used that, we bought some credits, we ran some scrapes and then from there what we did is we ran those through a de-duper. SEO Book has a free one that you can use and you just dump them in and then you check that you want to make sure that there’s no duplicates and I can give you guys the link there as well. I probably should add that to my resources page too so maybe by the time that you listen to this I’ll add it to the resources page, but I’ll give you the link, it’s going to be a longer link.

Again, we’ll drop it in the show notes but this is the link, tools.seobook.com/keyword-list-cleaner. Then from there you can find that right there and you’ll see it’ll say keyword list cleaner and then you can choose your settings, remove duplicates, remove blank lines, sort alphabetically. There’s a whole bunch of things, you just paste them in and then hit run list cleaner and it’ll take care of that for you. Again that was a long weird link. If you want, go over to the resources page, theamazingseller.com/resources, scroll down to where you’ll see keyword research I believe and then from there you’ll find, I’ll put a link there to SEO Book Duplicate List Cleaner or something like that so definitely check that out.

You can also I believe run a de-dupe inside of Microsoft word or one of those, maybe even in Google Docs, no quite sure but really it’s just a de-duper as far as duplicate words so you want to remove them. Then we just took those and then we’re putting them in the backend search terms. That’s what we were talking about. This way here… We know that in the backend of our listing we don’t need to repeat our keywords, we can just put it in there once and then Amazon will basically pick and choose to make those make sense.

[00:29:17] Scott: There’s been some talk about could you do like stainless steel garlic press comma, space, black handle garlic press comma, space. Some have said that they’re testing that, some are seeing results, some are not seeing results so I’m not really sure what to say on that. I do know what to say, test it and see what works for you. As for right now we’ve been told that, and I’ve been seeing the results from just using the keyword once and putting it in there and then you’re going to be indexed and optimized for those keywords. That’s pretty much what we were talking about when we were discussing during that hot seat. Hopefully that makes sense. Again, the resources for this episode can be found at, or not even just the resources but the transcripts, the show notes, all those links I mentioned, all of that can be found on this episode which will be theamazingseller.com/238.

Again, everything will be there, the transcripts, the links, the show notes, all of that stuff. If you guys have a question and you guys want me to answer it on an upcoming show like this, head over to theamazingseller.com/ask and I would love to hear from you. Just make sure you leave your first name, please. I want to be able to address you and give you a little shout out, give you a little love.

Speaking of love, if you guys can do me a quick favor, if you guys have been listening to this for a while or maybe you just learned of the podcast and you’re getting value from it, could you go out there and maybe share it? Maybe share it on Twitter, maybe share it on Facebook or maybe one of the communities that you’re part of. Share the love a little bit, that would be cool and maybe head over to iTunes and leave a review over there if you haven't done so already, that would be awesome so really, really would appreciate that.

That’s it guys, that’s going to wrap it up. I’m going to let you guys get on with your day but you have to remember one thing, I’m here for you, I believe in you and I’m rooting for you but you have to, you have to… Come on say it with me, say it loud, say it proud, “Take action!” Have an awesome, amazing day and I’ll see you right back here on the next episode.

[END]

Click Here to Download Transcript <<

[/read]

[divider]

LINKS MENTIONED IN THIS EPISODE

[divider]

NEW To The Blog and Podcast?

I created a Page Just for You called…START HERE!

If you enjoyed this episode share the love with your friends…Click To Tweet the show.

Subscribe To Be The First To Receive Updates and NEW Podcast Episodes

Save

Join the discussion

8 comments
  • Hey Scott, thanks as always for all you do.

    I wanted to follow up on the section regarding duplicate keywords. Actually, this is a sub-topic of a much larger matter of ‘Keyword Optimization’ for the backend search fields and also PPC campaigns. I wanted to share my keyword optimization workflow, since I think it would come in handy for listeners to your advice in this episode.

    The basic steps are:
    1. Get your keywords and keyphrases (multiple words that together comprise a ‘sensible’ string e.g. I consider ‘garlic’ to be a keyword and ‘garlic press’ to be a keyphrase).
    2. Combine them into a single list
    3. Modify the list so that there is only one word per line
    4. Remove the duplicates*
    5. Sort the remaining keywords by search volume
    6. Create a space-separated list of the keywords
    7. Break into 1000 character-long strings
    8. Translate the first 1000 character string into Spanish and de-duplicate (there will be a lot of de and los and del which you don’t want)
    8. Copy and paste 4000 English characters into the backend search fields (including the Platinum search fields); copy the Spanish words into the last field.

    * At this step already you can use the list to populate a Manual ‘LongTail’ Broad-match PPC campaign. Don’t forget to use the Spanish ones too!

    There are a few critical notes:
    – An essential guidebook is Karon Thackston’s ‘Amazon Advantage’ eBook as discussed and offered on your Episode 86 and on your Resources page. This is a must-have and sets you up for great success. It also ensures you think about what you do, not just blindly scraping millions of keywords and dumping them into your listing! (Btw, Karon’s many blogs are also fantastic.)
    – If you use longtail keyword tools (like Keyword Inspector), you MUST edit the resulting list for OBVIOUSLY IRRELEVANT keywords! Karon explains why in her blogs, but essentially if customers arrive at your listing via an irrelevant keyword, they are likely to NOT purchase your product and this hurts your conversion rate, one of the key metrics Amazon uses to calculate your organic BSR! So, get rid of the junk words – don’t use 5000 characters just because they are there! (If you really can’t part with them, put them into a low-bid Manual PPC campaign and test their actual performance, but please don’t contaminate your listing with them).
    – Although SEOBook.com is ok for deduplicating, the best tool is TextMechanic.com or TextMechanic.co because you can perform all of the necessary text manipulations I describe in my workflow (and a whole bunch more) using this one tool; it’s great!
    – To sort your keywords by search volume, you can upload your list into Google Adwords ‘Traffic Estimator’, don’t add bid prices, and the tool will return the bid estimate for most terms. Sort by highest bid. This is not quite the same as Amazon-specific search volumes, but will give a good estimate. 99% of people don’t do this step, so you will surely be better off than them anyway. (Btw, Keyword Inspector and Merchant Words both return keywords/keyphrases with Amazon search volume data, so if you use these sources for your original keyword list you can maintain the order they give you and you’ll also be close.)
    – The last step of translating your best keywords into Spanish is my gift to you!

    Cheers!

  • Hi Scott,
    In your podcast you said that it is possible to list a product in 2 categories. I have checked with Seller support but they couldn’t tell me how to do it exactly. Do you use a flat file with 2 browse nodes? Could you please outline the exact steps?
    Thank you so much!

    • Hey Georg, you can only list in one category but seller support can add you to an additional browse node. It’s not as common as it used to be but if you call in and get the correct rep, they can get it done for you.

      • Hi Scott, I tried doing that but it log’s it in as my personal Amazon account name, not as the seller name/business name. Note – I am logged into my seller central account. I am at a loss :/

        • Hey Martin, double check that your “contact” name in the SC account doesn’t have your personal name on it and that your business account doesn’t use the same email address as your personal account. That should solve the problem.

More from this show