What is a SAFE-T Claim on Seller Central?

SAFE-T claims are for reimbursement after Amazon decides to refund a buyer. So this seems to mean that Amazon would refund the buyer first and then a seller files the SAFE-T claim. This may be necessary if the buyer returned the wrong item or it was damaged.

File a reimbursement (SAFE-T) claim

The Seller Assurance for e-Commerce Transactions (SAFE-T) process allows you to file a claim for reimbursement if you want to appeal Amazon’s decision to issue a refund to a customer. At Amazon’s sole discretion, you may be issued a reimbursement in cases where Amazon determines that you were not at fault.

Note: Orders against which you issued a refund to the customer are not eligible for reimbursements.




Amazon Product Optimizer Tool Just Launched to Help Drive Sales to NEW items

Amazon launched a new product optimizer tool. Nothing too exciting here, but every new product should be reviewed in this dashboard to verify it’s covered.


For example in this screen shot you can see the early reviewer program wasn’t enrolled yet. So I went to action that after seeing the tool, as it caught it. But all other best practices were already green check marked.

What is the New Product Optimizer?
New Product Optimizer helps you optimize newly listed products by guiding you through the completion of recommended best practices. The tool will give you the opportunity to see all of your products created within the past 60 days and identify best practices not completed for each of these ASINs. Completing all of the recommended new product optimizer best practices within 60 days improves the customer experience and can help improve sales on Amazon.

Optimize your new product launches now by discovering and adopting the recommended best practices!

Access Now: https://sellercentral.amazon.com/brands/new-product-optimizer

*Note: The New Product Optimizer features ASINs created within the past 60 days.  If you have not created new products within the past 60 days, don’t forget to check-back as you launch new products to discover and adopt the New Product Optimizer recommended best practices.

What are the recommended best practices?
For each ASINs listed within the past 60 days, we recommended completing the best practices below to optimize its performance at launch:

  • Competitive Price: Price competitively to help improve discoverability (learn more).
  • DP completion: Enhance product listing based on recommended best practices (learn more).
  • Minimum Customer Reviews: Get first reviews faster by enrolling in the Early Reviewer Program  (learn more).
  • A+ Content: Upload A+ Content to the product (learn more).
  • Sponsored Ads: Consider introducing your products to more shoppers by running Sponsored Ads (learn more).
  • And more..!  To discover the complete list, please visit the New Product Optimizer.

Frequently Asked Questions:
How can I access the New Product Optimizer?
Click here for a direct access to the tool. You may also login on Seller Central, click on the “Brand Dashboard” under the “Performance Tab”. On the left menu, click on “New Product Optimizer”.  The Primary user of your account can grant permissions by clicking on Settings > User Permissions > Manage Permissions > Grant “View”, “View and Edit” or “Admin Rights” on the Brand Dashboard line, located under the Reports section.

What is the cost of the New Product Optimizer?
It’s free! We are excited to offer the New Product Optimizer as a free benefit to brands, registered in Brand Registry.  Note that some of the suggested best practices may have separate fees assessed.

How do I identify newly-listed products that need optimization?
If you have listed a product within the past 60 days, access the New Product Optimizer page and check if the ASIN status is complete or incomplete. If the ASIN status is incomplete, click on “Adopt best practices” to identify and/or complete missing recommended best practices.

Why is the New Product Optimizer page empty?
To help you focus on optimizing product launch, the page features products listed within the past 60 days.

Where can I learn more about the New Product Optimizer?
Visit our Help Page to learn more.



Landing Cube Weighs in on Give Aways and Product Launches

Landing Cube is a service that helps give away promo codes, 1 to 1, for customers for a variety of reasons. In the below video they weigh in on many of the give away efforts such as Viral Launch, or Zon Blast.

Below are some key take aways from the owner of www.newwaveswimbuoy.com Andrei Lozovik that summarize the video:

  • The old giveaways don’t work for product launch – Amazon knows who those people buyers are.
  • The expert in the interview confirmed that he doesn’t collect emails on landing cube because they bounce.
  • Manychat Json flow is a really effective way to get reviews (distribute coupons first and THEN follow up 7 days later and ask for feedback for REVIEWS)
  • I have used facebook chat once before to announce new products, but the audience was very small – perhaps 150 people

Watch the full interview here:


How to Create Prime Exclusive Discounts for Black Friday and Cyber Monday

This feature rolled out in July of 2019 for Prime Day. It adds a special coupon, visible in search, and it generates clicks and conversions.

I recommend every company selling on Amazon that has the margins to use this during November 28 to December 2nd in 2019 for the Black Friday and Cyber Monday weekend holiday rush. (We do not think November 28th will be a good sales day due to Thanksgiving, but checking the “Black Friday discount” checkbox it starts the deal on the 28th, which is okay)

To create a discount:

  1. Go to https://sellercentral.amazon.com/prime-discounts/create or put your cursor over advertising, select prime exclusive discounts
  2. Complete the 3 steps and fill out the information

If you don’t see this feature available on your account, it is likely a permission issue. To fix, go to settings / permissions, and add the appropriate permission as see in this below screen shot.


Step 1 is to enter a name of your discount, nothing special here, it’s just internal naming.

One major call out here – this can stack with other offers. So if you already setup a coupon or lightning deal, you’ll want to avoid stacking these…




Onto step 2. You will download a template, and then upload it.



I found this the template to be a bit tricky. Here’s a screen shot of one I got to successfully take. Please note you need to fill out every single column.








After you upload it you can validate whether it worked. Here’s a screen shot of an arrow pointed to one NOT scheduled. Means you have to work on it more until it looks like the one just below it, and it says “Scheduled”




Amazon Adopts Facebook-like Social Posting on its Detail Pages

Amazon just rolled out “Amazon Profiles” which is basically Facebook-like or Twitter-like social posting on the Amazon detail pages.

Here’s how to get started with Amazon Profiles:

  1. Go to https://posts.amazon.com/profiles
  2. Upload a logo
  3. Begin posting

When you go to upload your logo here are the specs you’ll need:

  • File format JPG or PNG
  • Image is 640 x 640 pixels or larger
  • Color format must be RGB
  • File size is smaller than 100MB
  • Images are cropped to a 1:1 ratio

Example safe and unsafe logo areas:

Example with logo filled in:

End logo:

After you get a logo, next you’ll want to make your first post

To do this, hit “create Post” which brings up a screen like this. And from here it’s like building a social post with one small twist, you need to add an ASIN to associate it to.

These posts will ONLY show on mobile, at the bottom of a detail page. So who knows how much value this will add. But with all things beta on Amazon, it’s good test it out.
This rolled out on Amazon on 11/5/2019. If you didn’t get an invite simply click the profiles link to get started.

How to Track External Traffic into Amazon – Beta Advertising Attribution

Amazon took away some nifty stuff with APIs and ability to track sales into platforms like Facebook this past summer. They are now rolling out new tools and functionality to everyone but in a more controlled format called “Attribution” which is in beta for Amazon advertising.

Here’s what you need to do:

  1. Register for Amazon Attribution
  2. Accept the invite by email.
  3. Create user login
  4. Create tracking ID for product
Step One: Registration Process:


Step Two: Tag Implementation Process



Step Three: Search Tag Implementation Process



Step Four: Social Media Tag Implementation Process


Help maximize your return on investment (ROI) and grow your product sales. For the first time, you can measure the impact of search, social, email, display, and video media channels based on how consumers discover, research, and buy your products on Amazon. Amazon Attribution’s unique conversion metrics — including Amazon detail page views, purchase rate, and sales — give you a comprehensive view into how each of your marketing tactics contribute to shopping activity on Amazon.

Here’s an example of what you will see when you are registered. A code that can be used to track into Google Adwords:

Then in Google Adwords you can see the final url suffix is added.

In theory this could even send sales data back to those platforms so they can optimize to conversion.


5 Ways to Increase Sales on Amazon

There are several ways to grow sales on Amazon. All of them fall under two buckets: Traffic and Conversion. Below are the top five ways we recommend growing sales, if you’re already fully optimized.

1. Launch New Products

Launching new products on Amazon will help drive more visitors and customers to the product detail pages for your brand’s products on Amazon which in turn may drive higher levels of conversion and sales for your products.

2. Increase Amazon PPC within Amazon

Amazon Advertising can be effectively used to find and engage visitors and customers and help them discover and purchase products that you sell on Amazon. Advertisements such as Sponsored Products, Sponsored Brands, and Sponsored Display (beta) can be used to increase the awareness and visibility of your products on Amazon’s search results and product detail pages.

Sponsored Ads can help grow sales as they reach customers who are searching for products that are similar to yours. Sponsored Brands feature your brand’s logo and up to three of your brand’s products on Amazon’s search results page which helps drive higher levels of awareness and visibility for your products which in turn will help drive higher sales.

3. Drive External Traffic through platforms such as Facebook Ads/Google AdWords

Driving external traffic through platforms such as Facebook Ads and Google AdWords is another way to grow sales on Amazon. Targeting and guiding external traffic to your product’s product detail pages on Amazon will help drive more awareness, visibility and potentially higher sales for your products on Amazon.

4. Update Product Titles, Bullet Points, Enhanced Brand Content (EBC), and Brand Stores to improve conversion

Optimizing product detail pages for your products on Amazon will help drive higher sales of your products. There are several components to a product detail page including, but not limited to, the Product Title, Product Description, Product Images, Bullet Points, and Enhanced Brand Content (EBC) which play a critical role in sales of products on Amazon. All of these can help potential buyers get a better perception and understanding of a product’s features, uses, and benefits which can result in higher levels of conversion and fewer returns and exchanges.

Brand Stores can help drive higher levels of engagement for visitors and customers and also provide a platform for shoppers to learn more about your brand. Brand Stores are a great way for brand owners to design and create stores with multiple pages to showcase the value proposition of their products and brands.

5. Run promotions, coupons, discounts, or sales

Running promotions, coupons, and offering discounts for your products on Amazon can help drive higher sales. Promotions such as free shipping, percentage-off, buy one get one free can motivate customers to buy your product. You can also drive awareness of your promotions outside of Amazon (such as on social media platforms) to drive external traffic to your brand’s product detail pages on Amazon which will provide more visibility and awareness and can help drive higher levels of conversion and sales of your products on Amazon.


Amazon Advertising Broad Match Modifiers Now Work in Seller Central Ads

Advertising on Amazon has changed a lot this past year. Many new beta roll outs, like Beta Display last week, have been implemented. Amazon could catch upto Google’s functionality very soon as a result. They are still way behind.

One recent change we noticed today was keyword modifiers for Broad Match now work. This is something Google long ago pioneered for Adwords.

A keyword modifier forces some logic behind the use of the keyword. From Amazon’s help file:

“Broad match modifiers can be added by adding the plus symbol “+” in front of the keyword. For example, if you use the keyword “+men shoes” with a broad match, then the ad will only match to searches that contain the word “men”. The ad may match to “men sneakers” or “running shoes for men” but not to any search term that does not contain the word “men,” such as just “sneakers” or just “running shoes.”

You can use Broad match modifiers when adding or editing keywords in the campaign builder, Campaign Manager, bulksheets, or through the ad API.”

This mean that the + sign can force the broad match to always include a select phrase when matching it. This doesn’t help phrase or exact match because those are already in essence keyword modifiers. But if you have 3+ words in a chain, and you want to rule out a certain audience pool on the broad match, simply + whatever keyword you want to be forced to be in use. Using +Men or +Women will force that keyword in use during a broad match comparison.

Amazon has increasingly been making ads more efficient, and I expect many more changes.


Amazon Keyword Optimization – Fewer Search Terms are Now Better than More

Recently we’ve seen campaigns where we have chalked full of keywords, have been getting fewer impressions, versus campaigns with less keywords. Our agency strategy has been to put in hundreds of keywords, use all 3 match types, let the algorithm do its thing, and double down on what works and slough off what doesn’t. This strategy no longer works with recent changes.

When it comes to the performance of an ad, it’s not about the quantity of keywords added on a campaign, but the quality of them. It’s better to invest higher on keywords that are more relevant to the item being advertised than a lot of keywords that are not relevant at all. This is because you might have many keywords that are pretty similar between them but not all of them will work because these are considered as “duplicate keywords”. It’s better to add keywords that are directly relevant to product (meaning that they must be keywords that are added on the items detail page) and bid high on these particular keywords to increase the chances of better visibility.

When you have duplicate keywords (using the same words), they will compete against each other and even blocking the traffic of those potential keywords that could help the campaign perform better. Hence the importance of the match type as this helps you to fine-tune which shopper search queries your ads are eligible to show against.

You may want to set up a keyword as Phrase or Exact match if, for example, the keyword is related to your item but also happens to be too general or easily confused with another type of product or with a different use because of a close variation. Otherwise, we recommend you to go with Broad so that way your keyword will be more accessible and will cover misspellings and related variations. Consequently, you won’t have to repeat the keywords.


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