How can Amazon sellers achieve differentiated operations?

As the Amazon platform grows, new sellers are constantly trying to get a piece of the pie, which has led to more and more serious product homogeneity. More importantly, with the increase in traffic costs, sellers are really struggling. If you want to get a bigger piece of the pie on Amazon, differentiation strategies are the trend.

The so-called differentiation means that sellers provide consumers with unique rights or added value in both tangible and intangible aspects such as products, operations, brands, and services, allowing consumers to experience differentiated products and services and thus stand out from thousands of competitors.

Product functional differentiation

The core of a product lies in whether its functions meet the needs of users. Usually, sellers need to collect effective information through market research, customer feedback and other channels to analyze whether the product functions have solved the user's pain points and whether there is room for improvement.

Sellers can find some listings with considerable sales and a large number of reviews to obtain the selling points of similar competing products of the target product, and analyze the differences in functionality and selling points of their own products; extract all relevant competing products with 3 stars or less negative reviews through third-party tools, and specifically analyze the problems and pain points of the target product reflected in the negative reviews of each competing product listing, as well as the needs and concerns of customers. These are all first-hand information from real consumers. Then, improve and optimize your own products based on the problems and pain points of competing products.

Differentiation in product design

If you have the ability to design products, you can completely redesign the product and strive to make the product appearance design conform to the aesthetic taste of the target customer group. Because everyone's aesthetic taste is different, sellers need to conduct research on the target market, learn from local competitors, and understand local customs and aesthetic concepts.

Product packaging differentiation

Product packaging is also an important way to create product differentiation. Although customers buy products, a good packaging will also make the product more attractive. Creating product differentiation through "buying the casket and returning the pearl" can reduce the chance of the product being copied and is more conducive to sales. Especially for high-value products, under the premise of meeting the aesthetic standards of the target customer market, sellers can find an optimal balance between cost control and user experience to create packaging differentiation.

Tips:

Get the product size, packaging size and weight of competitors as a reference, reasonably design the packaging size of your own products, and control the quality and weight: Because FBA charges by volume and weight, in order to reduce FBA fees, the smaller the product packaging volume, the better, and the lighter the weight, the better, but it must be ensured that the product will not be damaged due to transportation and other links.

Reasonable design of large boxes for product FBA shipment: box specifications: pack as many products as possible in each box, but the weight must be controlled within 22.5kg and cannot exceed the FBA weight limit; the volume of the outer box should be the size with the highest utilization rate based on the product packaging volume, and try to be divisible by 1 cubic meter or 2 cubic meters, so as to maximize the space utilization rate for subsequent head-haul transportation and loading.

Differentiation in brand image

Trademarks and brands are not exactly the same thing. Registering a trademark does not mean a product brand, just like a manager does not mean a leader. A trademark is just a step in a basic legal procedure, while a brand is a symbol that potential customers and new and old customers use to visually or auditorily identify a product.

Differentiation of listing copy and pictures

In order to compete with other excellent products, it is essential to differentiate your listing to improve your traffic conversion. The differentiated performance of the listing is mainly reflected in the differentiated description of the product title, function and selling point, as well as the optimization of pictures.

Before writing your own listing, sellers need to collect listings that are relevant and have good sales, and analyze their titles, bullet points, descriptions, etc. as references for writing your own listings. However, you cannot directly copy and paste other people's sentences, otherwise there will be a risk of infringement. You can combine multiple listings to comprehensively select the content you want, and combine them according to the actual situation of your own products.

Secondly, collect as many 7-picture and A+ pictures of the better competitors as possible. After comprehensive comparison and analysis, make a 7-picture shooting plan and art re-picture plan for your own target listing, as well as A+ picture requirements and A+ page layout production plan.

Service differentiation

Amazon consumers attach great importance to the shopping experience, which has a very important impact on after-sales service, repeat purchases and order conversion.

Of course, when choosing products, we always give priority to standard products to avoid too many after-sales problems, but this does not affect our service to improve the consumer experience to promote transactions and increase product repurchase rate. It is worth mentioning that the repurchase rate is a very important indicator affecting the ranking of goods. We can start from the following aspects: from the use and function of the product, such as instruction manuals, video introductions, gadgets for product use, etc., can greatly optimize the experience; optimize from customer care, such as after-sales questionnaires, targeted coupons, and holiday greetings, etc.