The article discusses the importance of protecting existing traffic on Amazon to maintain sales. It identifies the two main reasons traffic leaks away, losing the featured offer and lack of browse/search nodes, and suggests two ways to prevent this: staying on top of pricing and ensuring top-notch product information.
May 31, 2023
Now you see me: The key to non-stop healthy sales on Amazon
It's absolutely no secret that Amazon dominates the e-commerce world. After all, that’s why you – and thousands of other businesses – sell your products there.
There are unimaginable numbers of people browsing and searching at any given time. And as a seller, of course any respectable health and beauty business seller wants a piece of that traffic.
You know by now that keeping the traffic rolling in isn’t a one-and-done game plan. That’s why to gain more visibility you probably use various tactics, such as ads, SEO, images and A+.
But what about the traffic you already have? You might not even realise it, but if it isn’t already leaking away, it’s probably at risk of doing so sooner or later.
It should be simple: a buyer searches for a product you sell, and your product appears in their search results. But the truth is it’s more complicated than that.
So hold tight, because here we'll explore why it's crucial to protect your existing traffic, and we’ll look at the two biggest reasons traffic leaks away, and what you can do about it.
Search Visibility: The Ultimate Key to Boosting Sales
To succeed on Amazon, you need to focus on both search visibility and SEO. (That’s right, they’re not the same.)
You know SEO ensures that your products rank high in search results. But search visibility determines whether your products actually show up at all when a customer searches for them.
Having good SEO is not enough if your products aren't visible, as it will lead to a decrease in sales.
Therefore, you need to ensure that you are taking care of both aspects.
Traffic Leak Reason 1: Losing the featured offer
We all know Amazon built its reputation on being the most competitive place to buy things. And clearly that strategy has worked out very well for them. So, they want to keep it that way.
If Amazon finds your product cheaper elsewhere, it will put pressure on you to lower your prices. It does this by hitting your sales.
It does this through taking away the product’s featured offer. The product will slip wayyyy down the search results, and it’ll lose its Buy Box. In essence, it will look like it’s out of stock – if people can find it at all.
It’s important to understand that one of the biggest reasons behind losing search visibility is losing the featured offer.
This can be a big problem, especially if you operate on thin margins.
Traffic Leak Reason 2: Lack of browse/search nodes
Amazon wants visitors to have a great shopping experience, because that means people keep coming back.
People want low prices, but they also want to be able to see and understand what they’re buying.
That’s why optimising your product page is critical. All the elements of your product page play a part in increasing your visibility.
Amazon puts products in different categories, and they introduce new categories all the time.
If your products aren't categorised or are incorrectly categorised, it could result in a loss of search visibility. But on the upside, the more useful information you can add to the customer journey, the better off you will be.
Browse nodes and search nodes are a key part of your page. If you neglect to enter information like what category the product is in, you’ll be lucky if your product shows up at all.
To maintain your visibility, you need to stay on top of category changes and ensure that your products are where they should be.
The two golden rules for keeping the traffic flowing
Lucky for you, we've got the two best ways to help you avoid poor visibility and keep your sales up.
1. Stay on top of your pricing game
Amazon’s price-checking is relentless. If it finds your product cheaper elsewhere, it can suspend your sales until you match the lower price. So keep an eye on your competition and adjust your pricing accordingly.
2. Make sure your product information is top-notch
This includes your product description, images and reviews. Customers are more likely to buy from you if they feel confident in your product, so make sure you're putting your best foot forward.
And a bonus point: Don't forget about customer service!
Respond to customer inquiries promptly and handle any issues with grace. Happy customers are more likely to leave positive reviews, which can boost your sales and help you keep that featured offer.
These things go a long way towards protecting you from losing traffic.
The bottom line
As an Amazon seller, you must focus on a combination of good paid traffic, SEO, and search visibility.
Each of these will yield good results individually, but it is now more important than ever to consider how they might best work together to unlock incredible growth. Which is exactly what some of our clients are already seeing.
You have the power to safeguard your traffic and improve your Amazon selling experience.
Want to optimise your new traffic by mastering Amazon ads? Our [Amazon Advertising Secrets] (https://www.worldp.co.uk/post/amazon-advertising-secrets) webinar to get ahead. And if you have any questions or any ideas for what you want us to cover in the future, [reach out!] (https://www.worldp.co.uk/contact-us)