How To Launch Your Amazon Product and Get a High BSR | When it comes to selling a product on Amazon, ranking is everything. People say “the world doesn’t exist past the first page of Google”. The same is true of Amazon: very few customers will click through past the first page of Amazon results, or even scroll down past the first few products.
Therefore, it is critical that you have a high BSR (best seller rank) to get your product on the first page of results for the most applicable searches, and preferably within the first few products. Doing so will make a huge difference to the amount of products you sell, and therefore to your bottom line. Additionally, it is crucial to rank your product immediately on launching, because sales rates is one of the major factors which Amazon uses to determine rankings. Thus ranking equals more sales which equals a better rankings. On the other hand, failing to rank your product from the outset will likely mean you will be stuck in the opposite cycle where you cannot make sales because of low sales, and therefore you cannot rank your listing.
Because BSRs are linked to the volume of recent sales, rather than total historical sales, it is possible to rank even new products, if you know how. There are certain new launch processes you can use to launch your product in a way which will rank well straight away, and continue to rank in the long term. Here are the key things you need to do to prepare to launch your Amazon listing in order to rank highly, sell more products and grow your business exponentially.
Maximise Your Product Development
There are many things you can do to influence your product listing’s BSR, but you need to have a product which is “rankable” in the first place. The product you choose to sell can make or break your ranking, and therefore the success of your business.
Some of the things to keep in mind during the product development process:
- Competition: the leading competitor on Amazon should have less than500 reviews
- Price: products which are at least £15 or $20 are more likely be rankable
- The product should not brand-driven
- The product should lightweight
- Preferably something people buy more than once, encouraging repeat customers
Do Keyword Research
Strong keyword research is crucial to securing a good BSR, and arguably the first thing you need to do in order to do when preparing to launch your Amazon listing (once you’ve picked the right product). Keywords are critical for user to be able to find your listing, and for Amazon to rank your product as relevant to user searches. Keyword research will help you to determine which keywords have a high volume of searches, but you must also make sure that you pick only highly relevant keywords, and all the relevant keywords for your product. This will put your listing in front of the right customers, how are therefore more likely to buy your product. There are a few tools available to help with keyword research, at our agency we recommend MerchantWords. Use a keyword research tool in combination with your own logic and creativity in order to find all relevant keywords, and decide which are appropriate for your customer.
Optimise Your Listing
Once you have your list of keywords you’re ready to start optimising your listing. Don’t rush this – as we know, a good BSR from the start is critical, so make sure you have a perfect listing before you even think about launching. Taking the attitude of “launch now, fix later” can be detrimental to your chances of success. An optimised listing will not only have all your keywords in the right places, but will also be designed to convert your visitors into sales. Keywords should be throughout the listing text, but particularly the product title and bullet point. It is not just possible but highly recommended to have a string of keywords in your listing title, but keep this user-friendly and readable by separating keywords with pipes or dashes. In terms of conversions, you need to make sure you have persuasive copy and engaging images which will compel your visitors to make that final purchase.
Track your Amazon BSR
Even once your product is launched, the process is far from over. It is important to keep tracking your product’s BSR over time. This allows you to see if the ranking is maintained, and most importantly take action if the BSR starts to slip. By far the most efficient way to track and monitor your BSR, especially if you have multiple product listing, is by using a tool like KeyworX. This tool, which is primarily a rank tracker, lets you monitor all your BSRs in one easy-to-use interface, see if there are any negative changes which need your attention, and notice how your marketing efforts impact on rankings, which is very useful information to have!
