With the Amazon marketplace getting more crowded by the day, finding ways to separate yourself from the legions of other sellers can be a bit frustrating. Frequently, people think of private labeling products and that’s certainly a great way to go. This strategy will take some time and a bit of cash, however.
If you’re looking for a simpler way to develop a totally unique product, bundling can be a quick way to cash in on some serious holiday sales this year.
As I explain in my “Amazon Advantage: Product Listing Strategies To Boost Your Sales” digital book, writing Amazon listings is different than writing copy for any other type of site. When you’re talking about bundles, things get a bit different still. Here are my top 3 tips for writing product bundle listings for Amazon.
1. Include some indication in the title that your product is a bundle
Amazon requires you to use the word “bundle” or some other term (set, pack, kit, etc.) in the title to inform shoppers that they are getting more than one item.
2. Create an intriguing title if you have room
Amazon’s Style Guides for the various categories are as different as night and day. Beauty only allow titles of 50 characters or less. Kitchen gets 100 characters while Consumer Electronics gets 150. (Why? I have no earthly idea!) So, depending on the category, you might only have room for the basics. Here are a few examples of good bundle titles in different lengths to give you a little inspiration.
3. Explain the benefits of the bundle
Rather than just saying that you’re offering a bundle, explain WHY you’re offering a pack. What do these products have to do with one another? Why did you put them together? For what reason should the customer prefer to purchase your bundle instead of the individual products?
It could be that the individual products are difficult to find. Maybe it’s more convenient for shoppers to get all the items together (if you need a flashlight, you’re also going to need batteries, for example). Explaining the value of your bundle can be critical to making sales.
Devote one bullet to each item in the bundle so that they all get a good explanation. Concentrate on how the products work together and what the overall outcome/result is after using the bundled items.
In your product description, go into greater detail about the benefits of buying a bundle (everything you need in one place, get products you might not have thought about, save time and money, etc., etc.). You can review the examples I gave above for titles. They all have good bullets and descriptions.
I’ve enlisted the help of some of my Amazon-selling friends to offer a mini-course (of sorts) on bundling right here in this blog post. Each person is providing you with his/her best tips for creating bundles. Pay attention… these guys and gals earn a handsome, full-time living by selling on Amazon, Ebay and other sites so they are exceptional role models to follow.
Debra Conrad – Bundling Basics & Advanced Strategies
Selling physical products on a mega shopping website such as Ebay or Amazon has helped many small businesses grow. However, the process of finding and selling profitable products can be frustrating. Competing sellers will often drive the prices down into unprofitable territory.
As product sellers, we must learn to sell products that are more predictable and profitable. These are items we can sell over and over and avoid the frustration of competing sellers.
Small businesses are nimble and can easily introduce products to the marketplace that our competitors are not offering. By combining complimentary products into bundles, we solve two issues; we give the customers value in the unique way we put items together and we are now offering selections that our competition will have a difficult time sourcing.
Once a product has delighted the customer, you can be sure that they will want to shop for other unique products only your business is offering.
Top 3 Tips For Bundling Products:
1. Find products from several different sources. This will make it difficult for your competition to figure out where you source your bundled products.
2. Bundles should include complimentary products that make sense to the customer. When choosing items, think about your customer. What will make it easy for him/her to pick your bundled product over all the competing items?
3. When creating a new bundle, consider how the shopper will find your products. What keywords would a customer use to find your items? This often helps when choosing the right product mix to include in your bundles.
1. All bundles are NOT created equal! You can’t just put a few compatible products together, call it a bundle, set up a new page on Amazon and expect it to sell! (This is the biggest mistake I see people make.)
You have to think like your potential buyer and ask yourself, “What are the benefits to the customer if they buy this bundle? (I show you the 11 Compelling Benefits of a bundle that sells in my Amazon Bundles program.)
NOTE: Get 11 compelling benefits of a bundle that sells in Lisa’s “Amazon Bundles” program. Use coupon code karon25 (no spaces) for 25% off (expires November 30, 2014).
2. Your bundle presentation can make the difference between a $30 bundle and a $50 bundle. Assuming the product value is there, does your bundle look and feel like a $50 bundle? Focus on your bundle presentation! Don’t just polybag it and call it good. Go the extra step and think about how you can package your unique bundle creatively and in keeping with the quality and style of the bundle.
For example, if you’re putting together a Superman toy bundle, find a Superman gift bag to package it in (or at the very least, a red or blue gift bag), THEN polybag it and put it in a shipping box. Bundling a set of mugs? Place them in a white gift box with your logo label on it, rather than just bubble wrapping the mugs and sticking them in a cardboard shipping box. Always display an image of the finished product on the Amazon product page (as it will arrive when the customer opens the box).
3. Market the benefits of the bundle. When a customer thinks about buying your bundle, they’re thinking, “What’s In It for Me”? (WIIFM). Most sellers list the components of the bundle on the product page (as you should), but never take the extra steps to tell the customer exactly how the bundle will benefit them. Use the Amazon bulleted features and description sections to describe what your bundle will do for the customer.
Jessica Larrew – The Selling Family
1. Make the bundle unique to you, exclusively.
If you are really creative, you can go one step further and make it so that no one else can get on your listing at all! You can do this by using special packaging, having special labels made or having your own brand on the bundle.
You can even use your own copyrighted documents with your listings. You can make how-to guides or special letters that go with the items. For example, you could write a fill-in-the-blank love letter and include it with a bundle that has a teddy bear, fake rose and heart candies. No one would ever be able to list on there because you wrote the love letter and hold the copyright for it.
2. Use bundles to make low-margin items more profitable.
One of the pitfalls people get into with Amazon is selling low-dollar items. The reason this is a problem is because Amazon takes so much of the sale in fees when the total price is less than $7.
If you take an item that is usually sold for a low price and combine two to three of these low-priced items together, you will save on your overall fees to Amazon. You will see an increase in your overall profit margin for the item sold as a bundle, rather than separately.
3. Don’t forget to consider the size and packaging of bundles.
Two important aspects to remember when creating bundles is the size and how you are going to package them.
If you are bundling a pair of barbecue tongs and barbecue sauce, for example, it would be difficult to get those items packaged together simply because of the size difference in the items being bundled.
You also want to keep in mind that once an item is over 18 inches it goes into the “oversized” category for Amazon’s fee structures. So, make sure that you have enough margins to add additional fees to your item.
Skip McGrath – The Complete Amazon Marketing System
1. Look for obvious opportunities to bundle such as bundling sea salt and peppercorns with a set of salt and pepper grinders or a set of kitchen knives with a magnetic knife bar.
2. When selling any celebrity item bundle it with a book by that celebrity. For example, a Rachel Ray knife set with one of her cookbooks.
3. Amazon can help you create successful bundles. When you scroll down the buy box page, look below the description. Amazon shows you what other products buyers have purchased when they bought this product.
Before you start searching for items to bundle, be sure to read Amazon’s specific policy regarding these types of sales.
Have questions about bundles? Post them below!
Please share this post with your friends.
From over 25 years of experience in marketing, copywriting, conversions and online business, I can easily tell you that one of the most difficult tasks for people when it comes to marketing is defining their differences. In fact, at Marketing Words, we have a questionnaire all new clients are asked to complete. Among others, it contains the question, "What is the single most important unique competitive advantage (UCA) you offer?" What answer do we see above all others? None. Nothing. It is left blank. Or a question mark is inserted in the space. That's because the quest to … [Read More...]
Looking for the best articles pertaining to conversions, Amazon FBA, copywriting, SEO and more? This is what I've been reading lately. See if these articles help you as much as they've helped me. Enjoy! SEO Google Rewrites Quality-Rating Guide: What You Need To Know (The SEM Post) Google How To Snippets And Cooking With Semantics (SEO By The Sea) Selling On Amazon How To Track Multiple Purchase Costs For Amazon Inventory (Jessica Larrew) Thrifting For Profit Podcast – Amazon Seller Central Secrets (Debra Conrad) Ecommerce Men vs Women: How They Shop Online [Infographic] … [Read More...]
Sometimes we tend to view our own websites as if everyone who visits will understand what we've done and how to find what they need. As this local, public library finds out, taking into consideration who your audience is, what they want and where you position your information can be paramount. Would you like a page from your site reviewed? As a subscriber to my monthly Marketing Words Newsletter, you can submit one page of your site into our monthly drawing. (Just reply to the newsletter with the exact URL you want.) If you are selected the team will provide detailed feedback and … [Read More...]
Lately I feel like a broken record. It seems the more people I talk with, the more times I hear, "I didn't know that" when it comes to keyword-related facts about Amazon product listings. Most people are making this way harder than it has to be. In fact, many are seriously wasting space by not following what Amazon clearly lays out in the Seller Central Help section. Let's take a few minutes to go over some specifics from Amazon so you can start benefiting from the right way to use keywords. Not using keywords correctly in your product listing copy and not having them formatted the right … [Read More...]
Did you know… • 81% of U.S. online consumers say they trust information & advice on Pinterest (BlogHer.com) • The average order placed by Pinterest shoppers is $169, almost double that of Facebook and almost 2.5 times higher than Twitter (RichRelevance) • 69% of online consumers who visit Pinterest have purchased an item they found on the site (Bizrate) • 20% of referrals to e-commerce sites from social sites are from Pinterest (Econsultancy) • Between January 2013 and January 2014, mobile transactions through Pinterest went up 77.62%, mobile revenue has gone up 224.1% and average … [Read More...]
Looking for the best articles pertaining to conversions, Amazon FBA, copywriting, SEO and more? This is what I've been reading lately. See if these articles help you as much as they've helped me. Enjoy! SEO New Panda Update Targets Thin Content Google Penguin Algorithm Update Content Quality Score: Google's Best Kept Secret For Rankings How Google is Connecting Keyword Relevance to Websites Selling On Amazon 7 Tips for Selling Board Games on Amazon or Ebay Podcast: Write Better Amazon Product Pages 5 Mistakes That Will Kill Your Amazon Holiday … [Read More...]
There I was – stuck, staring at my computer screen and gritting my teeth. "All these calculators are virtually the same. All calculators add, subtract, divide and multiply.” I huffed, “How am I supposed to write different copy for 25 calculators that are all pretty much identical?" Ever been there? Ever had several catalog or ecommerce descriptions or pages of copy to write that deal with products that are the same, but different? What's the biggest problem? Knowing how to identify those all-important differences! Strategy #1 - Create a List of Methods Used Before One way to get … [Read More...]
These days nutritional supplements are a dime a dozen. It seems every company has their own brand of a variety of products. What makes one different/better than the other has to be communicated clearly through design and copy in order to convert visitors into buyers. That's what the panel focused on when giving advice to one Swiss supplement manufacturer. Would you like a page from your site reviewed? As a subscriber to my monthly Marketing Words Newsletter, you can submit one page of your site into our monthly drawing. (Just reply to the newsletter with the exact URL you want.) If you are … [Read More...]
Practically everybody has dreams of earning a bit of media coverage and being flooded with business. Unfortunately, that's easier said than done. The main reason most press releases fail is because they are self-promotional. Promotional copy is the cardinal sin of press releases. Reporters want news, not advertisements, so before you begin to write, pick up an industry journal or two, read through a couple of newspaper articles that pertain to your occupation and take some notes. 1. No First or Second Person - Notice how all the news is written in third person (they, she, them, etc.)? … [Read More...]
I must admit: I'm star struck. I ran across Sally Hogshead about a year or two ago and have gobbled up everything she has to say. I've always been fascinated by human behavior so Sally's first book "Fascinate: Your 7 Triggers to Persuasion and Captivation" naturally caught my attention. (My triggers are prestige and power, by the way.) I originally bought the book because I thought it would help with my copywriting business. (And it has!) Understanding consumer behavior is vital to writing copy and content that motivates and entices others to take action. I was excited to discover that I … [Read More...]