Step-by-step plan: showcase your products on Amazon
Schelto Witsen Elias, November 2020
Suppose you’ve decided to sell homemade posters through Amazon. So where do you start? And, more importantly, what do you need to pay attention to? Amazon is strict and critical. There is nothing wrong with that, we all like quality, but it is nice to know where you stand. Schelto, managing director of DivisionM, made a step-by-step plan.
Two ways to sell
In this case, you are a “home hobbyist,” so Amazon sees you as a Seller. You make sure your posters are online on the Amazon website and simply wait until you get a deal. You can also become a Vendor, at Amazon’s invitation, but first you have to make a lot of posters and build a name for yourself. You can read more about the difference between Seller and Vendor here “.
For the sake of convenience, we will now pretend that you are a Seller. What does Amazon look for? How do you make sure your unique posters are well found in that large international marketplace? The short answer: time and attention. The long answer: follow the step-by-step plan below.
Step 1: Think carefully about the presentation
Your discoverability on Amazon stands or falls with the quality of your content. There is – to put it mildly – a lot on offer. So think in advance about the presentation of your products and your brand.
Step 2: Share a lot of information
The more information you share about your posters, the better. Think of the specific characteristics of a poster; what material, the degree of quality, but also; why Astrid from the third floor should buy your poster.
On Amazon, you can set up two pages: one with all the products you offer and one with more information about your brand (the ‘brand page’). Besides written content, images are also very important. Product photos taken in a dark attic room are nice, but not good enough for Amazon. On the brand page you can put a lot: videos, photos, brand sentiment, atmospheric impressions. Amazon likes to see a well-stocked brand page.
Step 3: Be multilingual
This step is an extension of step 2: the more information, the better. This also applies to languages. If you also want to sell your posters in England, Spain or Italy, then you have to make sure that the information is also available in those languages. And it shouldn’t be stony English, Spanish or Italian, because Amazon rejects that immediately.
Step 4: Provide reviews
Without reviews, you will soon doubt the quality of a product or worry that your order will never arrive at your front door. Amazon offers the option to send a number of posters to a consumer panel. The panelists get the poster for free and in return you receive (hopefully positive) reviews.
Step 5: Add ‘A+ content’
Suppose Astrid has found her way to a poster with a picture of a wooded view. When she scrolls down, she finds more information about this category; more posters with a natural touch. She also reads a scientific article about the fact that pictures of nature in the home provide stress reduction. All that extra information is what you call “A+ content.
Step 6: Advertise
You can advertise your product on Amazon. By doing so, you guide interested Amazon visitors to your product. Not surprisingly, Amazon considers advertising important, because they earn from it and it creates buzz on the platform. So keep a (small) bag of money aside for advertising.
Step 7: Deepen your understanding of logistics
Selling is one thing, but your poster must also be delivered to the buyer. There are several ways to do that: you can arrange it yourself, you can hire a company to do it for you or you can send the posters to an Amazon warehouse and leave it to them.
Step 8: Check if you have enough time and knowledge
Did your courage sink in (a little) after reading this roadmap? Amazon is (unfortunately) not child’s play. Consider whether you have enough time and knowledge to sell through Amazon. If not, DivisionM can help you out. We support, give advice or manage your account.
Want to know more about Amazon? Leave a comment! We may write about it in a future article.