Not making sales? Try these 5 things | Amazon seller troubleshooting
All problems can be reduced to technicalities. And technicalities are fixable.
Not making the sales you want? There’s a reason.
Here are 5 Amazon selling scenarios and what to do in each case. It’s time to troubleshoot!
Before we begin, find your data.
Go to Amazon Seller Central and click Reports > Business Reports > Sales & Traffic. That’s where the following 5 screenshots are from (and thank you to the client who let us use their HonestFew results for this piece!).
Scenario 1: “Crickets”
> Problem: no visibility, no clickthroughs, no sales, and no repeat sales. The Amazon abyss.
> Solution: jumpstart your product sales and reviews. You need to show Amazon that people buy your product, so Amazon can confidently include you in customer search results. Every time you get a sale, Amazon remembers, and shows your product a little higher the next time. The traditional way to get out of the “Crickets” stage is to do a promotional launch: selling your product at a discount in exchange for reviews. That’s HonestFew’s specialty, so you can outsource this step to us and we’ll do the work for you.
Scenario 2: “Mime” (seen, but not heard)
> Problem: visibility, but no clickthroughs, no sales, no repeat sales.
> Solution: you’ve your initial sales and reviews, and you have achieved some page rank (for example, your product sits on page 2 for “baby teether”). It’s appearing in search results, but customers aren’t clicking on it. So, simply make your product more attractive in search results. Improve these 3 things:
- Title. If your title is too short, non-descriptive, boring, and doesn’t convey benefits to the customer, you won’t get clicks.
- Review count. If your review count is lower than the competition, your product has less social proof and you won’t get clicks.
- Main product photo. Make sure that your main photo is high quality, well-lit, and clearly shows what the product is. If your offer is ambiguous, you won’t get clicks. For example, a photo of only part of a foam roller (as opposed to showing its whole cylindrical shape) is ambiguous.
Scenario 3: “No Cigar”
> Problem: Visibility, clickthroughs, but no sales, and no repeat sales.
> Solution: fix your conversion rate with listing optimization. Sessions are up (which means people are searching, clicking on your thing, but not buying). Find your current conversion rate (Amazon calls it “Order Item Session Percentage”) through this sequence:
Seller Central: Reports > Business Reports > Sales & Traffic > Order Item Session Percentage. The Amazon average is 10%, so go for that (i.e. 10% of customers who visit your listing buy it).
If they’re on your listing but not buying, it’s an optimization issue.
Your title, bullets, description, photography, or review count aren’t convincing enough to close the sale. Luckily, HonestFew created an in-depth guide and 20-minute video to help you optimize everything. Or, send your listing to our team of writers and we’ll craft a high-converting machine for you.
Scenario 4: “One-offs”
> Problem: visibility, clickthroughs, sales, but no repeat sales.
> Solution: improve customer LTV. You can build a sustainable business without repeat purchases. If people aren’t buying for a second time, there’s a reason. Boost customer lifetime value by using automated customer service software for Seller Central, collecting emails using packaging inserts, and seguing from email to social media. Also consider cross-selling your items among different listings. More on that in a future piece.
Scenario 5: “Scale it!”
> Problem: Visibility, clickthroughs, sales, and repeat sales. No problems, really. It’s time to scale what you’re doing.
> Solution: to scale, simply add more (closely related!) products to your store. Buy Amazon PPC ads for more keywords. Improve your customer service. You’re on your way!
Thanks for checking out this piece, and I’ll see you in the next one.
If you think you’re doing everything right and you’re still not making any sales, it could be one of these special cases:
- You’re out of stock.
2. Another seller has a copy of your product and has taken over the buy box.
3. Your price is too low and it’s become an Add-on item (which means if people want to buy it, they need an order totaling over $25). If it’s priced below $9.99, it’s generally an add-on. Always price above $10.
4. Is it priced too high and deters customers. There’s a free Google Chrome extension called Tracktor that allows you to see the historical pricing of your competition.
5. It’s been suppressed by Amazon. Contact Amazon Seller Support to see what you need to fix. Often times, it’s a technicality.
6. You’re selling in a category that isn’t publicly visible, such as adult products. This won’t result in no sales at all, just less traffic.