7.

01 ALL ABOUT THE A9 SEARCH ENGINE

A9 Search Engine: controls product rankings and the entire shopping experience.
RPC: Revenue Per Customer composed of a few elements:
● Interest: are people interested in what you have to sell?
● Conversion: Are they convinced enough that they actually want this item and do
they buy it?
● Relevance: is what they are looking at relevant to what they were searching for
● Satisfaction: reviews and ratings
If you are brand registered, Amazon will reward you if you send outside traffic to your
listings.
To tell Amazon that you’re relevant, you should create a very complete listing, use
keywords and terminology.
Write [Important] in your subject line to reach customers who have opted out of emails.
If you’re gonna send an email on Follow Up, you can only send one message, and you
can only send at one time. And this is not a confirmation message, this should be
something that adds value. So, you should be adding value to the customer experience by
providing them some additional instructions, or some additional tips or strategies, or
adding some sort of value to them. You can’t across sell in those emails, you can’t across
sell to your other products.

7.02 KEY RANKING FACTORS ON AMAZON

Organic Sales: when people naturally find your product by searching via the search bar
and clicking on your listing (not via sponsored ads).
Paid sales come from when you’re running ads on Amazon itself. Note that if you ran
something on Facebook and you ran ads and they ended up buying on Amazon, that
would still be considered organic.
Aim for a ratio of 80% organic sales and 20% paid sales.
Search-Find-Buy: a strategy that encourages shoppers to organically search for your
product, then make a purchase (so the conversion still counts as organic)
Unit Session Conversion Percentage: your overall conversion percentage on Amazon
(organic and PPC) - should not be less than 7%, that’s great if it’s above 20%.
The more sales you’ve had recently, the more algorithms will favor you, and the easier it
will be to rank on page one.
Draft your listing ahead of time, prepare your promotions and be ready to hit the ground
running with your honeymoon period.
CTR: Click-Through-Rate: this is indicative to Amazon of how well you convert to
specific keywords.
Getting reviews as fast as possible is important. There are programs such as Amazon
Vine that are specifically designed to help new sellers get customer review momentum.
The threshold where customers begin to trust your product tends to be right around 20
product reviews.
Close the listing if you don’t want to be penalized for zero sales on an active listing for a
prolonged period of time. Do not raise the price instead in an attempt to keep the listing
active but slow down sales to remain in stock.
Trying to keep your refund rate under 5% and your review rating at 4.5 or above.
If at all possible, get a video on your listing and make sure you have video on your A+
content.
Every product listing has an Q&A section - add relevant product keywords to your
answers for a small ranking boost.
If your product is on the expensive side, it should be abundantly clear why.

7.03 KEYS TO MAKING SALES

Keywords: words built into your listing that relate to your product.
Search terms: what the customer is typing in to find products. Without the right
keywords, the search term aren’t going to be able to find you. Learn to predict buyer
intent.. What else might they be looking for?
Higher conversion rate = high ranked listing on page one
Unit Session Percentage:
● >7%: you need improvement
● 7 - 15%: You’re doing ok
● 15-20%: You’re doing good
● 20%: You’re doing great, aim for this
Sales Velocity: try to keep this steady, the algorithm notices when you’re fluctuating.
You must be in the top 10 listings on page one to be successful.
Always care about your profits, not your sales.
Images sell. Make sure you have creative and quality photos on your listing.
Customers look at: Price: product must justify the pricetag, Prime Shipping, Quality &
Quantity of Reviews.
Utilize long tail keywords to gain higher conversion rates with lower competition.
Track your PPC so it’s running at optimal buying times. 8am-7pm PST is the most
popular time for shoppers.

7.04 BASICS OF GETTING DISCOVERED ON AMAZON

you have to have the right keywords.

Ensure your product is listed in the correct category.
Pay extra attention to titles as they are critical to getting discovered. Should keep them
under 200 characters
Keep bullet points short and sweet. They should be benefit-oriented not feature oriented.
The first three bullet points are super important. The first 1000 characters of your bullet
points hold extra weight.
Try out misspellings and Spanish keywords in your back-end search term fields.
Fill in as many fields as possible for better optimization.
Ensure that you fill out the listing description even if you have A+ content. Pay extra
attention to the first 200 characters.
Always check your listing in incognito mode on Google Chrome to prevent personalized
search results.
Check your listing on a mobile phone or tablet.
Run PPC ads even if you are ranked #1 organically.
Outside traffic can often help you get discovered more easily. Facebook ads are most
popular for driving traffic to your Amazon listing.

7.05 SALES STOPPED CHECKLIST

Suspension often occurs at the account level while “suppression” occurs to a specific
listing.
Complaints, consecutive negative reviews and multiple returns can all contribute to
suppressed listings.
A single negative review takes 12 positive reviews to overcome.
Too many negative reviews instill doubt, too many positive reviews can instill
skepticism.
Season sales on Amazon are most affected by:
● Christmas
● Mother’s Day
● Easter
● Father’s Day
● Valentine’s Day
Index Checker from Helium 10 allows you to check if your listing is indexed on Amazon.
Hijacker that got on your listing.
The credit card you have on file has expired.
Your characters have gone over, maybe you inadvertently made your title too long, over
200 characters or you used some HTML in your description.
Check your promotion as well.
Make sure your PPC is still running.

7.06 PROHIBITED SELLER ACTIVITIES

Black hat techniques are malicious techniques and manipulations that people use despite
being aware that they’re against the rules.
Watch out for social media groups and coaching based around this - always avoid them.
Be straightforward in the POA - Do not ramble or be wordy and never blame Amazon or
the customer. You have to always admit guilt.
The Helium 10 Trusted Partner Directory is a great place to find and source trusted
vendors to enlist for exactly this kind of work.
Do not put any outbound links/URLs (to your website, for example) anywhere in your
product listing on Amazon. You can’t put URLs or links in your images., in your bullet
points, in your description, in your title. The only URLs that could be put is if you’re
maybe answering a customer’s question and it’s a link onto Amazon to another product.
No links in your email if you use the follow up program from Helium 10, the only links
that can be in there are back to Amazon.
Don’t incentivize reviews:

Do not offer free or discounted products, gift cards, or payments in exchange for positive
reviews - Amazon will suspend your listing and/or account”. The only people that are
allowed to get products for free in exchange for a preview are people that are in the Vine
Program for Amazon - which will allow you to get up to 30 reviews on a product when
you first launch it ad it’s free to sign up.
Never try to attack your competition, don’t ever do fake orders.
Don’t blast promotions to all of your previous customers; stick to a single follow-up
email and general customer service.
It is acceptable to have multiple seller accounts, but each one needs its own bank account,
brand name, and EIN number. You can’t sell the same thing on multiple accounts.
Do not place multiple unrelated products as variation listings (child SKUs) to boost
rankings.
You can’t use trademark names in your listing:

Never copy another seller's listing or images.

Health claims, certification claims, etc. that aren’t true are grounds for suspension: “Lose
10 lbs in 10days!” “Licensed by APPLE”..

7.07 IN DEPTH: USING CEREBRO TO FIND THE BEST

KEYWORDS

Our goal, as sellers, is to preemptively predict which keywords describe the images in
shoppers’minds. Amazon does not automatically index you for all relevant keywords
Don’t look at one listing to get keywords.
The more competing products you plug into Cerebro, the more keywords you will find.
In order to identify the top keywords for a potential niche, you need to identify at least
four to seven top products, or closest to the product that most represents the niche in
form, function and price.

7.08 USING BRAND ANALYTICS TO FIND KEYWORDS

Brand Analytics is only available to sellers who are enrolled in Brand Registry
*Recommended Reporting Range to use is Quarterly
Think of seed keywords as the shortest, most concise way you could describe a product
(typically 2 to 3 words)
Conversion Share: Out of total sales made from a keyword, it is the percentage of sales
that a specific ASIN has achieved for a keyword over a particular period of time (in this
example, it is quarterly).
An indication of opportunity is if the top three ASINs for a keyword account for less than
40% of the total conversion share.
The less competitors that are using a specific keyword in full phrase form in their title,
the easier it will be to rank on Page 1 for that keyword if you integrate it into your
product title.

7.09 USING SEARCH TERM REPORTS & ADTOMIC TO FIND

KEYWORDS

Auto Campaigns: Amazon can show you for any keyword they deem relevant, even if they
aren’t in your listing.
Broad Match Campaign: You give Amazon a single search term and they target other
keywords that are relevant to that keyword.
Search Term Level will show you what search terms that your product showed up for in
sponsored ads, and had clicks and/or sales from.
Try to find keywords that few to no listings on page one are using in their title and
implement them into your product title to boost you to a higher ranking spot.
7.10 | Bonus Module: Project X - Ep 9: Spy On Your Competition &
Steal Their Best Keywords

Exact Keywords: More prone to attack and harder to stay on page 1

Long tail Keywords: less competition, nobody notices and fly under radar and cost PPC
less.
Relevancy to buyers is vital when choosing a keyword.

Be de-indexed: you’re not searchable on Amazon.

*Find keywords with the best potential to bring sales.
*Keywords that contain at least 1000 search volume
*Research frequently bought together products to get more keyword and advertising
ideas.