Strategies for optimizing your Amazon listings.

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YOUR PRODUCT SEARCH FRENEMY
AND SOCIAL MEDIA IDOL
Optimizing Amazon:
Steven Hope

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GoDataFeed is a channel integrations platform for product listings optimization and marketplace order automation
on Amazon, eBay, Walmart, Google Shopping, Facebook and 200+ e-commerce channels.
• South Florida Native – Welcome to paradise!
• Florida Atlantic University – B.A. Political Science, forte in data analysis and research methods
• Private College Tutor – Primarily Aime Kalangwa, Congolese refugee who helps unaccompanied minor refugees in Rwanda and Uganda
• Music Enthusiast – Percussionist, collector of world percussion, and amateur djembe repair with real goat and cow skin (hair-on)
Product Manager @GoDataFeed
Steven Hope

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AMAZON’S SOCIAL IMPACT
ONE STEP CLOSER TO HAPPY HOUR
AMAZON’S VAGUE OPTIMIZATION FACTORS
A SURPRISE FOR THE AUDIENCE!
STEVE’S VAGUE OPTIMIZATION TIPS
GET CONNECTED
AMAZON-FIRST: YOUR PRODUCT SEARCH FRENEMY
IDEAS FOR MIXING SOCIAL MEDIA WITH AMAZON
4
2
8
6
3
1
7
5
OVERVIEW
Buckle up

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YOUR PRODUCT SEARCH FRENEMY

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2016
Consumers who turn to
Amazon first when
searching for products
online
2016
Consumers who check
Amazon even if they find a
product they want on
another retailer’s site
2016
Consumers who check
another retailer even if they
found a product they want
on Amazon
55 %
Consumers who turn to
Amazon first when
searching for products
online
2015
90 % 70 %44 %
AMAZON-FIRST CONSUMERS
State of Amazon 2016 by BloomReach
Moral of the Story: Buyers love searching on Amazon first, but they still like a market of choices.

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DEGREE OF TEXT MATCH
PRICE COMPETITIVENESS
AVAILABILITY & TRANSIT TIMES
SALES HISTORY
GOOD REVIEWS
CATEGORY-SPECIFIC ATTRIBUTES
SEARCH & BROWSE BASICS
Amazon’s factors for optimizing your listings

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Ask your doctor if pricing competitively is
right for you. Try to win the Buy-Box if
you’re into that sort of thing.
PRICE COMPETITIVENESS
Keep stock available and try to get
reduced handling times based on your
On-Time Delivery Score
AVAILABILITY & TRANSIT TIMES
Buyers’ searches are matched against
the product information (title, description,
bullets, search terms etc.).
DEGREE OF TEXT MATCH
Do what you can to get honest and
unbiased reviews like you would the old
fashioned way - asking.
Add additional attributes which allow
buyers to filter their search results.
“Prime” is the number one filter, probably.
The Sales and Traffic Time reports in
Business Reports contains data on traffic,
Buy Box percentage, and conversion.
GOOD REVIEWS CATEGORY-SPECIFIC ATTRIBUTESSALES HISTORY
SEARCH & BROWSE BASICS
Amazon’s factors for optimizing your listings

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OPTIMIZATION TIPS
Align your business with Amazon’s number one principle.
“start with the customer and work backwards”
CUSTOMER OBSESSION
Spend time getting to know your template files and XSDs.
They contain opportunities for enhancing your listings.
SEARCH FILTER ATTRIBUTES (CATEGORY-SPECIFIC)
Amazon’s broader attempt at battling counterfeiters that is
making waves in the third-party marketplace landscape.
PREPARE FOR MORE BRAND GATING
Group products on Amazon that you may not have
grouped on your site. Creatively group your own
“Frequently Bought Together” products.
VARIATIONS
It’s similar to Google. Even though Amazon allows and
shows more, both recommend 70-80 characters.
TITLE OPTIMIZATION
Use complaints, product reviews and questions to improve
content.
FEATURES / BULLET POINTS

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YOUR SOCIAL MEDIA IDOL

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SOCIAL
IMPACT
RANKING
Amazon ranks above all other retail
brands by social media engagement
according to the The Klout 50 list.
Klout says, “Influence is the ability to
drive action. When you share
something on social media or in real life
and people respond, that’s influence.”
Week of Feb. 6, 2017
1. Amazon
2. Target
3. Walmart
4. Guitar Center
5. Nordstrom
6. Best Buy
7. Walgreens
8. Sears
9. HMV
10. Saks Fifth Avenue
11. Etsy
12. 7-Eleven
13. Harrods
14. Neiman Marcus
“…provide both utility and entertainment
across social media platforms, making sure to
focus on the customer in messaging.”
Commit to Building Relationships
“You can architect the best advertising
message and campaign but it's not something
that's necessarily credible.”
Authentic and Credible Messages
“Amazon is capitalizing on everything that's
happening in real time, whether it's the San
Francisco Giants, National Cat Day, or product
offers that they have…” -Lithium CMO Katy Keim
Engage on a Deeper Level

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Give away a product you sell to generate buzz or give out
popular gifts to generate followers.
4. GROW FOLLOWERS WITH AMAZON GIVEAWAYS
Share your caring side with your fans and encourage them
to help you support your charitable partnerships.
3. SHOW YOUR HUMANITY WITH AMAZON SMILE
At the exact moment they’re hyped to buy, hit ‘em with a
direct link to the Amazon Buy Box – POW.
2. LINK FROM NEWS FEED TO BUY BOX
Give those satisfied customers with their outstanding
reviews some public props with a “RIGHT BACK ATCHA”.
1. PROMOTE YOUR AMAZON FANS
SOCIAL MEDIA & AMAZON
Leverage your social media presence to sell more on Amazon

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1. Promote Your
Amazon Fan Base
on Social Media
(with their permission)
“It's nothing that subtle. You ring the bell so you can call attention
to the bigshot who left a large tip. This encourages two things:
1) The bigshot gets the recognition he desires.
2) Wannabe bigshots are reminded that if they follow suit, you'll
create the same racket for them.”
Ring the pub’s big tipper bell for great reviewers
“Thanks for the great review and photos, Jim. Glad we were able to
put your DIY skills to work  Phenomenal job!” –Mantel Mount
Give them a shout out and some props

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2. From News Feed to Buy Box
Tubshroom’s Sponsored Video Ad Linking to their Amazon Product Listing

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2. From News Feed to Buy Box
Tubshroom’s Sponsored Video Ad Linking to their Amazon Product Listing

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3. Promote Your
Humanity:
AmazonSmile
“@godatafeed putting up trusses on house 94
with #habitatbroward #habitatforhumanity”

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3. Promote Your
Humanity:
AmazonSmile
The AmazonSmile Foundation will donate 0.5% of
the purchase price from your eligible AmazonSmile
purchases.
No Cost to Customers or Charitable Organizations
Get your charitable organization registered on
AmazonSmile. Also, works with Amazon Registries.
Double benefit is you think of the NYC church that
used an Amazon Registry to get supplies to Hurricane
Sandy victims in 2012.
Not Advertising for a Seller or Selling Products?
Share your support or partnership with a cause or
organization and get your fans to use AmazonSmile
to generate donations.
Select a Charitable Organization to Support

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4. Attract Attention,
Shares, Links and Views
http://bit.ly/gdf-amz-giveaway
Brand owners can generate buzz for new products
and increase brand awareness. All retailers can
reward customers and increase loyalty – even if
not giving away their own products.
Amazon Sellers can create promotions for their own
items in Seller Central and include them to offer
entrants exclusive discounts - to losers, winners, or
both! (New)

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Choose a type between Sweepstakes, Random or
Lucky Number Instant Win, or First-come, First-
served. Set duration of up to 7 days.
Add entry requirements to increase social media
followers, viewers of your videos, or get answers
to a poll.
http://bit.ly/gdf-amz-giveaway
4. Attract Attention,
Shares, Links and Views

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If you or a participant shares the link on Twitter or any
other public forum, anyone can discover your
giveaway and participate. @amazongiveaway
#AmazonGiveaway #win #giveaway
http://bit.ly/gdf-amz-giveaway
4. Attract Attention,
Shares, Links and Views

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Learn More & Stay Connected
@GoDataFeed
Get more information and tips about optimizing and automating
your sales on Amazon at http://www.godatafeed.com/blog/
@stevethefeedwizard
@GoDataFeed
@GoDataFeed
http://www.godatafeed.com/
150 S Pine Island Rd #530
Plantation, FL 33324
contact@godatafeed.com
(866) 340 – 6619