How to Create a Vanity URL for an Amazon Brand Storefront

More often than not, when you create a storefront, Amazon will not give you the Vanity URL. A vanity URL contains the name of the brand in it like https://www.amazon.com/SecureItTactical for example. 

In the below screenshot, Secure It Tactical’s vanity URL has not been updated after they published their storefront. 

Steps:

  1. Navigate to the top-right hand corner in chosen seller central account and click on “Help”.

  2. This will bring a side panel out. Navigate to the bottom of the side panel and click on “Contact Us”.

  3. Once the contact page has loaded, click on “Advertising and Stores.”

  4. Click on Stores > Basic Setting > Store Builder
  5. Fill out the “Contact Reason” and the description. You can copy what is in the description below. It works every time.  
  6. Add an attachment if you’d like.

After this, Amazon should reply, changing the Vanity URL. 

Look below for an example!

 

 

 

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A+ Content Changes for Enhanced Brand Content on Amazon

 

We have the honor of guest posting on Feedback Whiz on A+ Content.

 

As brand registry starts to mature on Amazon, and everyone has their trademarks in places, it’s become a wild wild west for enhanced brand content. Because of that, Amazon has tightened up its reigns by moving both Vendor Central and Seller Central onto the same module platform and renaming it all simply A+ Content.

 

Read more here.

 

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New Amazon Day Promotion – Prime Day Discount 2019

 

Prime Day 2019 is officially July 15th and 16th. Leading up to this expect a “Prime Day Week” of promotions from Amazon.

Last year you could submit lightning deals. This year, you can submitting lightning deals as well as a “Prime Day Promotion”

This new year feature is accessed by going to: Advertising / Prime Exclusive Discounts

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”

 

 

 

Because this feature is brand new, we don’t know exactly how it will look to the customer. I recommend everyone selling on Amazon to participate with this.

Below is some direct help files from Seller Central. Should you need help setting a Prime Day Promotion up, contact us at MyAmazonGuy.

Seller Central information:

Prime Exclusive Discount

Prime Exclusive Discount is a price discount available to Prime members. Products with a Prime Exclusive Discount will display strikethrough pricing and a savings message for Prime members in search results, and on the product detail page. Prices adjusted for discounts are displayed on the detail page buy box for Prime members.

On Prime Day, products with Prime Exclusive Discounts will display a Prime Day Deals badge in search results, and on the product detail page.

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Amazon may crack down on title length to 50 characters

UPDATE 6/27/2019
Amazon recently warned about suppressing ASINs with titles longer than 50 characters; they quietly upped that number to 200. (HT JB)
Please review these pages carefully.  Account Managers are telling sellers that these guidelines will be strictly enforced in the coming weeks.  Please make sure your titles DO NOT use “symbols, such as ~ !  $ ? _ ~ { } [ ] # < > |  ; / ^ ¬ ¦ “.

6/19/2019 Amazon may crack down on title length to 50 characters with a news release today. Below is a copy of the policy found at https://sellercentral.amazon.com/gp/help/201051300?ref=nslp_at_6341070800586908994_1_201051300 but if you aren’t logged into seller central that link won’t work so read the below.

The only unusual component is the title length which may be cracked down upon on July 22, 2019. I recommend waiting to see if your titles get suppressed before you shorten them.

FBA Product Title Requirements

Creating a product title that meets all Fulfillment by Amazon (FBA) requirements will help ensure customers find your products on Amazon.

The product title for an ASIN listed on the website needs to contain the right information and be in a consistent format. Product labels must also include the exact same product title or your inventory may be refused at Amazon fulfillment centers or received as Unfulfillable.

Note: For more information about product label requirements, review the FBA Help section for Labeled Inventory or download the PDF.

Whether you are using FBA or not, listing your inventory on Amazon is handled the same way. Here are some resources if you are new to selling:

Product title guidelines

Length:

Use 50 characters maximum as a general rule. However some product categories allow longer titles, so be sure to follow category-specific instructions.

Capitalization:

  • Capitalize the first letter of each word.
  • Do not use ALL CAPS.
  • Conjunctions (and, or, for) and articles (the, a, an) should not be capitalized.
  • Don’t capitalize prepositions with fewer than five letters (in, on, over, with).

Numbers and symbols:

  • Use numerals (2 instead of two)
  • Spell out measurements ( 6 inches not 6″ )
  • Don’t use symbols, such as ~ ! * $ ?
  • Don’t use Type 1 High ASCII characters (Æ, ©, ô, etc.)

Product information:

  • Include the size and color in “child” ASINs for variations1
  • Don’t include price or promotional messages, such as “sale” or “free ship”
  • Don’t use subjective commentary, such as “Hot Item” or “Best Seller”
  • Your merchant name for Brand or Manufacturer information should not be included, unless your product is Private Label
Note: Move product-specific information (such as “great workout”) to the Product Description for the ASIN, or include in the keywords.

Titles using variation relationships

In Variation Relationships, only the title of the parent ASIN is shown on the detail page. The title for the selected child ASIN will appear once the ASIN is added to the customer’s cart, so it is important to include the variation attributes (such as size and color) in the title for the child ASIN.

  • Example parent: Crocs Beach Clog
  • Example child: Crocs Beach Clog, Lime, Medium (Women’s 8-9 M US/Men’s 6-7 M US)

1See the Variation Relationships Help page for more information about parent-child products.

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How to View Inventory Age and Excess Inventory on Seller Central

If you have too much inventory at Amazon you will be paying storage fees.

 

FBA long-term storage fees

On the 15th of each month, Fulfillment by Amazon (FBA) conducts an inventory cleanup. On these dates, inventory that has been in US fulfillment centers for more than 365 days incurs a long-term storage fee (LTSF) of $6.90 per cubic foot or a $0.15 per-unit long-term storage fee, whichever is greater.

As announced in the 2019 US FBA fee changes summary, we are eliminating long-term storage fees for units that have been in a fulfillment center for 181 to 365 days. The last long-term storage fee charge for inventory in a fulfillment center for 181 to 365 days was January 15, 2019. This change is not retroactive. Any previous 181 to 365 day charges will not be reimbursed.

Note: Inventory enrolled in FBA Small and Light remains subject to LTSF charges on units in fulfillment centers between 181 to 365 days. See FBA Small and Light for current LTSF rates for these units.

Long-term storage fees, February 15, 2019, and after

Inventory cleanup date Items in a fulfillment center more than 365 days
15th of every month $6.90 per cubic foot

 

So to help alleviate those storage fees, you should look at the inventory age and create removal orders on bad inventory.

To find inventory age click on “Inventory Planning” under the “Inventory” tab.

 

This will take you to the inventory dashboard. Here you will click on “Inventory Age” to view how many days each product has been at Amazon’s warehouse. To view overstocked items you can click on “Manage Excess Inventory”.

 

 

Then to do a removal order click https://sellercentral.amazon.com/inventory/

And click the edit drop down to do a removal order.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

If you need more assistance contact us here.

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New Portfolio Amazon Advertising Campaign Management with Seller Central

Contact MyAmazonGuy at www.myamazonguy.com/contact – Advertising Setups for $500.

Portfolios are brand new, not every account has them yet. Check your account in seller central by going to advertising, campaigns, and on the left hand side you can see whether your account is enabled.

These will primarily help you divide your campaigns into sections to know results, cap budgets, and other reporting tools and control at a higher level than campaigns. Previously you could only control keyword bids, campaign budgets. This helps Amazon catch up to many of the Google tools out there.

 

Amazon help file on portfolios: https://sellercentral.amazon.com/gp/help/help-page.html?itemID=200663330

 

Previous advertising videos:
-Advertising framework, segmentation by manual/auto/brand/competitor: https://www.youtube.com/watch?v=9U4hdo__SRE
-Beta advertising automatic campaign targeting: https://www.youtube.com/watch?v=S2ESzzbjxG8
-Beta product targeting on sponsored ads https://www.youtube.com/watch?v=JOXomqC-jgc&t=5s

 

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Beta Amazon PPC Advertising New Auto Campaign Targeting Seller Central, Match Targeting

Amazon just launched a new targeting capability for Auto campaigns in seller central. If you need help setting up an advertising campaign, we charge $500 for an ad setup. Contact me at https://myamazonguy.com/contact/

Additional ways to target my ads? Sign me up, it’s a no-brainer to do. It allows us to segment better and control our ad spend and see where better results come from with some additional bidding features. Previously auto campaigns were a black hole, and could only be managed with negative keywords and bidding. We used them historically for keyword discovery.

4 types of Amazon Auto targeting:
– Substitutes: We’ll show your ad to shoppers who view the detail pages of products similar to yours.
– Complements: We’ll show your ad to shoppers who view the detail pages of products similar to yours.
– Loose match: We’ll show your ad to shoppers who use search terms loosely related to your products.
– Close match: We’ll show your ad to shoppers who use search terms closely related to your products.

 

 

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Launching on Amazon is getting Harder – Do it Now Before it’s Too Late

Amazon is entering the maturity phase of it’s business. They’ve won the eCommerce game, and they’ve won the retail game. They’ve successfully made it faster and cheaper to buy items across the United States than anywhere else. I personally predict that American Made and High Quality Goods will be the next phase of Amazon. In addition to that, you will need to start pushing external traffic into Amazon to even get off the ground.

Examples of new barriers to entry:

  1. Categories Requiring Approval – Grocery, Topicals, among the hardest.
  2. Ads within Amazon ecosystem aren’t triggering impressions as of June 2018 without prior sales history. (No one is talking about this)
  3. Brands much have a trademark to register with Amazon. It takes 6 months to get a trademark.
  4. All consumables, liquids, topicals, require hazmat approval.
  5. Batteries require documentation.
  6. Photos, titles, and other critical attributes are now being towed to a specific bright line. Either produce good customer experience, or Amazon removes them or changes them to whatever they see fit.

So what do you do about all of this? Launch on Amazon now!

In order of priority, here are the things you should do:

  1. Open a Seller Central account.
  2. Hire a consultant who can get you launched. Yours truly has scaled an Amazon Agency, and we onboard 3 clients a week. www.MyAmazonGuy.com Steps 3+ are best done by the pros.
  3. Load products to the account.
  4. Ship products in.
  5. Optimize products. Get your titles, photos, bullets, back end SEO all setup.
  6. Launch Sponsored Ads.
  7. Launch a storefront. Article and video on that here. 
  8. Launch Headline Ads.
  9. Build Enhanced Brand Content.
  10. Get reviews on your products.
    • Sign up for early reviewer program.
    • Get Feedback Genius to automated review requests.

Every company ever is going to get stuck on one of those steps. Whether it’s the logistics, the merchandising, or the marketing. That’s why you should hire a consultant who can get done in days what your company will try do in months. Let the top executives make the hiring decision of on a consultant, so that they are empowered to cut through the red tape, and growth hack you some results.

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How to Create Amazing Amazon Listings: Part 2 – Amazon Title, Bullet Points, Descriptions, and Search Term Best Practices

Creating an Amazon Listing that generates sales and builds a brand takes a lot of work.
You have to have titles optimized, copy in place for title and descriptions, backend keywords added, clear photos, and much more.

Today, we’re going to talk about optimizing our title, bullet points, descriptions, and search terms to ensure that we get in view of potential customers and convert as many clicks into sales as possible.

A software called Sellics states that the order of importance is: Title, Back-end Keywords, Bullet Points, Description

Title Best Practices:

  • Capitalize the first letter of each word
  • Don’t include trademarks or registered marks
  • Don’t include the type of company (Ltd, Srl., Inc., etc.)
  • Include only the information required for each field
  • Avoid duplicate words
  • Keep under the Character Limit of 200
  • Add keywords to title to help with SEO

[Example:

Meliora Goods 4K Ultra HD QLED Smart TV 240Hz High-Contrast 1 Billion Shades of Color HDR Power-Efficient Voice Activated Back-Lit (65”)]

 

Bullet Point Best Practices:

Bullet points should highlight the five key features you want customers to consider. These might include dimensions, age rating, ideal conditions for the product, skill level, included accessories, country of origin, and so on. Each individual bullet point should:

  • The first words on each bullet point should start with all-capitalized letters followed by a Colon
  • Reiterate important information from the title and description where applicable
  • Use semicolons to separate phrases within a single bullet point
  • Be more than 10 characters but less than 255 characters
  • Use 3-5 Bullets with 2-5 sentences in each.
  • The first bullet should be unique to the SKU and should capture the attention of the customer
  • The second through fifth bullet points can include size, brand statement, generic benefits that can apply to multiple SKUs

Bullet points should never include:

  • Website links

[Example:

  • MAXIMUM ANTI-AGING RESULTS: Our Anti-Aging Serum is a luxuriously rich, silky Facial Serum formulated to diminish the visibility of fine-lines, age-spots, and wrinkles. Enriched with 24k Gold, Amino Peptides, and super-antioxidants Vitamins A,C,E – all known for their anti-aging properties – this Serum improves skin’s firmness and elasticity for a radiant, youthful appearance. Directions: Gently tap onto clean skin. Use 2-3 times a week. FOR ALL SKIN TYPES.
  • HIGH-PERFORMANCE ANTI-AGING INGREDIENTS: Enriched with powerful Anti-Aging ingredients 24k Gold, Amino Peptides, and super-antioxidants Vitamins A,C,E – all known for their anti-aging properties, this Serum is designed to boost, nourish, and recharge your skin for a glowing, radiant appearance. 24k GOLD is the best natural, anti-aging, anti-inflammatory antioxidant. POTENT AMINO PEPTIDES stimulate Collagen reproduction. VITAMINS A, C, and E are super antioxidants for best anti-aging results.
  • HIGHLY-EFFECTIVE TIMELESS SERUM TO BOOST RESULTS: This 24k Timeless Anti-Aging Serum defies the aging process by reducing the visibility of fine lines, wrinkles, and other visible signs of premature aging. It nourishes the skin from within with supreme anti-aging ingredients for a luminous, flawless appearance. This cream’s luxurious texture will leave your skin revitalized and recharged for hours after each application.
  • BEST VALUE FOR THE GOLD STANDARD OF SKINCARE: We provide spa-level skincare at an affordable price point providing the best value for an exclusive, high-end skincare.
  • MADE IN USA. NOT TESTED ON ANIMALS. CRUELTY-FREE. PARABEN FREE. NO FILLERS. NO HARMFUL FRAGRANCES: Discover the Gold Standard of Skincare. Buy now and discover the Gold Standard of Skincare. Satisfaction Guaranteed or your money back.]

 

Product Description Best Practices:

The product description lists the product features, explains what the product is used for, and provides other product-specific information.

A good product description is concise, honest, and friendly. It introduces the product and gives an overview of its uses and where it fits in its category. It can expand on the features mentioned in the bullet points.

When writing your product description:

  • Use between 100 and 200 words, but under the character limit of 2000
  • Write full sentences and use a full stop at the end
  • Include HTML formatting

[Example:

Enjoy our <strong> Living Progesterone Cream </strong>! Each pump of Living Progesterone 50 delivers a generous 50mg of Progesterone, or 5% strength per bottle. <br /> Every Living Progesterone 50 container manufactured includes over 80 pumps that should last approximately 2 months. <br /> Living Progesterone 50 is 100% Paraben free and 100% Phenoxyethanol Free. <br / > Living Progesterone 50 has a 5% strength, which means that one pump provides 50 mg of progesterone. <br /> Living Progesterone 50 usage may vary, however, one bottle should last at least 2 months. After it is applied, Progesterone only lasts for about 5-6 minutes in the bloodstream because it is so readily picked up by receptor sites. <br /> The most important time of day to use progesterone is before lunch. Insulin levels are the highest in the afternoon, which, of course, is why many people get sleepy between 3-4PM. Please keep in mind that when sugar levels drop, the body will be releasing adrenaline to raise the sugar levels back up. <br /> <strong> How to use: </strong> <br /> This container yields about 180 half pumps or 90 full pumps. Massage into your inner arms, thighs, chest or apply to inner forearms and rub arms together until fully absorbed. Use at night or once or twice a day as needed. Each pump delivers about 55mg of Bio-Identical Progesterone along with MSM, Shea Butter, Coconut Oil, Aloe Vera, and Licithing in a rich cream that absorbs into the skin. <br /> <strong> BENEFITS: </strong> <br /> Progesterone has been shown to help with a variety of health conditions, including: <br /> – Stress <br /> – Adrenals <br /> – Unbalanced Cortisol Levels <br /> – Sex Drive <br /> – Managing Cholesterol Levels <br /> – Sleep <br /> – Restless Legs <br /> – Managing Thyroid <br /> – Managing Blood Sugar <br /> – Aging <br /> – ADHD <br /> – Depression <br />]

 

Search Term Best Practices:

In order for customers to find your products, it’s important to provide keyword search terms customers might use when searching for products…

Our system limits the length of the generic keyword/search terms attribute to less than 250 bytes. It is still technically possible to go over the limit, however if you do, none of your entries will be indexed by our search engine. Being indexed means that your product is eligible (but not guaranteed) to appear in search results.

In general, characters count as 1 byte. However, some special characters such as ‘é’, ‘ä’ or ‘&’ count as 2 or more bytes. We recommend that you use an online byte counter to check the byte count of your generic keywords.

Your keywords should be:

  • Not separated by a comma or semicolon
  • Include synonyms, abbreviations and alternate names.
  • Include spelling variations; no need for misspellings.
  • Use either singular or plural; no need for both.
  • Don’t repeat words within the search terms field.
  • Don’t include your brand or other brand names in search terms.
  • Don’t include ASINs in search terms.
  • No need for stop words, such as “a” “an” “and” “by” “for” “of” “the” “with” or punctuation, such as ; : , – .
  • No temporary statements, such as “new” or “on sale now”
  • Don’t use subjective claims, such as “best” “cheapest” “amazing” and so on.
  • Don’t add abusive or offensive terms.

[Example: ORO24KARAT ORO 24KARAT GOLD OROGOLD 24K 24KGOLD reinvigorating express non-surgical facelift minimize age spots reduce fine lines new anti aging formula anti wrinkle made with gold 24 karat]

 

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Understanding the Amazon Inventory Index – The Magic Score of 350

I’ve been getting a lot of questions about whether inventory will be limited, and when the magic date comes into effect for FBA inventory limitations. With the new FBA Inventory Storage Limits, if your Inventory Performance Index is less than 350 for six weeks before the end of a quarter you will be notified of your potential storage limits. If your score is still less than 350 on the final day of the quarter, the limits will apply for the next quarter. This means that your score of less than 350 for six consecutive weeks before the current quarter ends and at the end of the current quarter will have a limited storage.

In order for your FBA Inventory Storage Limits to be unlimited, you may need to maintain your score of 350 or greater than for standard-size, oversize, apparel, and footwear items. You will only have storage limits if your Inventory Performance Index score is less than 350 six weeks before the end of the current quarter and on the last day of the current quarter. In this example, you would not have storage limits if your score is more than 350 first score check which is six weeks before the quarter ended or the final score check.

Quarterly storage limits are based on 1) your sales volume, 2) your historical Inventory Performance Index scores, and 3) available fulfillment center capacity. Sellers with consistently higher scores will receive higher storage limits, adjusted for sales volume and available capacity. When setting limits for an upcoming quarter, both your recent sales volume and seasonal volume from the last year are considered.

Seller Central Help File: https://sellercentral.amazon.com/gp/help/GXLRKWL8L5BMSHWB?referral=A3TI3F8839JJFF_A2VMNEEYCY3YGZ

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