Conversion focused copy-writing
Transcription
We know that competition is fierce on Amazon. Not only are there other brands trying to steal your market share, but if your brand is on the stellar central platform, there can be resellers who are also trying to snag the sale. So it’s necessary to stand out from the pack and win the buy box. Winning the buy box means that once a person, as the item into the card, the buy box winner gets the sale.
show moreSo, how does your brand stand apart from the competition? How does your brand’s products get top billing and snag? All cells as we have already learned optimizing the product detail page is an important first step. Well now take a look at how to gain valuable insight into competitive listings ever hear the expression, keep your friends close and your enemies closer.
Well, that’s exactly what we’re going to be doing here. We’re going to take a deep dive into your competitors listings while glean important content data. Messaging context and customer feedback to help elevate your brand’s listings in the eyes of the customer and in the all important Amazon ranking system, let’s pick up a fake scenario for this purpose has an example.
Let’s imagine that your brand wants to launch a brand new woman’s running shoe. It’s a sneaker that a person wouldn’t have to wear socks. This sneaker has a built-in layer that acts like a sock. It still provides extra support necessary for the impact of running comfort for use over a long period of time and reduce friction because there is no added protection between your foot and this sneaker.
It’s not the standard type of athletic shoe that most people are accustomed to. The first course of action is to see if this product already exists on Amazon. You would first input keyword into the search term box to determine if a sneaker sock already exists. Inputting the search term, running sneakers without socks, woman delivers the results.
We would expect a combination of socks and sneakers here. We see a best seller. Let’s look at this one in more detail, the title describes it as a pure running shoe, but as a sock necessary, let’s read the bullets. Yes, we see here that it includes a memory sock liner. The listing doesn’t mention whether it’s used for running or walking.
Let’s scroll some more. The A-plus content. Doesn’t tell us much about the product. But here in the bestseller ranking, we see that it is the number one woman’s fashion sneaker clicking on the link to the Amazon bestsellers page, further shows other products within this category, but they are more fashion oriented.
So let’s go back to the search results again.
Let’s try this one. It indicates in a title that it’s a woman’s lightweight sport running shoe. So let’s see what the details reveal. This page can use some optimization to make it easier for a shopper to scan and get information. But let’s look at the content itself. As we quickly scan, let’s pick up some buzzwords and jot them down.
Double mesh, upper foot to breathe, strong lace, full support, extra comfort and protection cushioned, insole, breathable, light. Traction stability on all surface and terrains lightweight. They do a good job including features and benefits within their bullets, but we still don’t know if a jogger needs to wear a sock.
Let’s quickly scan the enhanced brand content. As we continue to scroll down, there still is not a mention.
Let’s scroll some more to the questions in the intersection and input the word sucks.
Here’s our answer direct from customers. I wear mine with socks. They are comfortable both ways. So the answer really depends on personal preference. That’s take it one step further and dig into the bestseller rankings again. We see here that this particular product is ranked 4,321 in clothes, shoes and jewelry, 2,354 in women’s shops and 32 in women’s fashion sneakers .
Let’s click on the woman’s fashion sneakers. Like again,
we are brought back to the page with the Adidas woman’s cloud foam sneaker. We saw earlier. When looking at the category tree on the left side, we see the sub category athletic let’s click out of fashion and into athletic. And then in the sub category running ACX has a number one ranking. So let’s look at that content as we start the process all over again, with digging into the choice of words, used the features and benefits and how their product is positioned.
We can match those words up with our previous list and going through this detailed process, we can certainly get some key copy points and brand takeaways, especially from the best sellers listing. Another key takeaway to note is that most of the sockless shoes that are highly ranked are fashion type sneakers and not athletic running shoes.
We know this since both products that we looked at earlier, we’re ranked within a woman’s fashion sub category. It was only through a deep dive that we learned. The async sneaker is the number one athletic shoe, but it is still sockless. So with these tools in hand, it’s now time, once again, to look at your brands listing, to see how they fare against the competition to your bullets, use the same buzzwords as the top rank competitors.
Plus your product page, answer all the questions a customer might be looking for. Does it have high impact and engaging graphics or tell product details and your brand story? Checking out the competition listings is an important part of creating an engaging product listing for your brand. That increases page rankings answers all customers anticipated questions and keeps your brand in a win-win selling position on Amazon.