How to Launch a Product Successfully and Rank Organically? - Live Q & A w/ Faith D. & Mitchell M. | Summary and Q&A

TL;DR

This comprehensive analysis covers various topics related to Amazon Seller Central, PPC strategies, and effective ways to manage and optimize seller accounts.

Key Insights

• 😒 Regular use of Seller Central reports, such as the business report and sales and traffic report, can provide valuable insights into sales performance.
• 💼 Troubleshooting listing issues may require filing cases with Amazon's support and utilizing the brand registry portal.
• 😒 Strategic use of defensive ASIN targeting can help monitor competition and improve conversion rates.
• ☠️ Maintaining organic ranking while reducing PPC spend requires careful monitoring of campaign performance and conversion rates.

Transcript

so so do so so what so uh uh whip what food oh so do so so so so uh hello welcome to our podcast i'm faith dennison a senior brand manager and my amazon guy not amazon uh and with me today i have mitchell who is a brand manager at my amazon guy um i trained him so if he blows this podcast and i don' Read More

Questions & Answers

Q: Which reports in Seller Central are recommended for regular use?

The regular business report and the sales and traffic report provide valuable insights into overall sales, conversion rates, and advertising performance.

Q: What can be done if a listing disappears from the front end but remains active in the backend?

The disappearance could be due to a change in the category or an out-of-stock child ASIN. To resolve this, try breaking the parentage and remaking it, or check if any child ASINs are out of stock.

Q: How to fix a listing in Amazon Canada that shows a different registered brand and images?

If the brand name is similar to another brand, it may trigger the wrong brand registry. File a case with Amazon through the brand registry portal to explain the situation and resolve the issue.

Q: How can a product maintain second organic ranking after launching two months ago?

Factors such as price, better product quality, and improved conversion rates can contribute to maintaining high organic rankings. High conversion rates and competitive pricing can help achieve this.

Q: How can I change the order in which variations appear on the product detail page or best sellers page?

Unfortunately, the order of variations is controlled by Amazon's algorithm and cannot be changed manually. Removing the variation with an undesired order may be necessary.

Q: What are the pros and cons of the defensive ASIN targeting strategy, and when should it be used?

Pros of defensive ASIN targeting strategy include increasing cost-per-click for competitors and monitoring competitor's conversion rates. It is beneficial when there are relevant competitors in the market. A potential con is selecting relevant competitors without being too competitive.

Q: What should be the strategy when launching a product to achieve consistent sales?

Priorities should include optimizing SEO, running PPC campaigns, monitoring keyword ranking, and analyzing competitor listings. Following the ICAP marketing funnel and adhering to the SEO process can lead to a successful product launch.

Q: How can I reduce daily PPC spend without sacrificing organic ranking?

To reduce PPC spend, you can monitor and optimize campaigns, focus on high-converting keywords, fix irrelevant search terms, and adjust bids based on conversion rate and cost-per-click. Maintaining organic ranking requires finding a balance between PPC and organic sales.

Summary & Key Takeaways

• The use of regular business reports and the sales and traffic report in Seller Central is recommended for monitoring overall sales and conversion rates.

• Troubleshooting listing issues such as disappearance and brand registry conflicts can be done through filing cases with Amazon's support and using the brand registry portal.

• Launching products on Amazon Canada may require contacting Amazon's support to resolve brand registration and listing issues.

• The defensive ASIN targeting strategy can be effective for monitoring competition and improving conversion rates.

• Maintaining organic ranking while reducing PPC spend requires careful monitoring of campaign performance, keyword ranking, and conversion rates.