How VE helped
Green Piece improve
Amazon sales performance
Green Piece at a glance
Green Piece is a small business with an agenda to make the planet a better place to live in. This US brand caters to environmentally conscious people with personal, home, kitchen, and office commodities. Their products are non-toxic and biodegradable. Currently, the brand sells on Amazon, eBay, and their own website.
Decoding the expectations
Green Piece had clear goals in mind when they approached VE. They had an existing store and needed our assistance in managing it. We analyzed their requirements and put together a team to handle the back-end operational tasks for running an Amazon store.
Great sales start with clear listings
Once we had the goals list in place, the first task was to start with the listings. We had two options, either to curate listing content from similar products or create one from scratch. Given the unique offerings of the business, we decided only fresh content could do justice. We followed the given structure:
Product title
We added a concise description of the product within 200 characters.
Product images
Clear photographs of the product that show as much detail as possible and needed to be at least 500x500 pixels in size.
Variations
Products that vary by color, scent, or size can be listed as variations.
Bullet points
Bullet points briefly list the top product features and catch the customer’s interest.
Featured offer ("Buy Box")
We added the featured deals here. Customers would either click on “Add to Cart” or “Buy Now”
Other offers
The same product sold by multiple sellers offering a different price, shipping options, etc.
Product description
The product description provides detailed information about the product and is optimized for search results using keywords.
Listings optimized
as per the A10 algorithm
Playing by A10 Amazon's latest search engine algorithm rules is a good way for sellers to improve their product rankings. The algorithm understands customer searches and adapts to the patterns, displaying the products that are most popular. The A10 algorithm focuses on listing content, advertising, and high resolution images.
VE's layered approach
Keyword for optimization
Amazon functions like any other search engine, where users enter queries to search for products. The algorithm searches through listings to find the product that it thinks will best fit the user's needs. With this in mind, we reverse-engineered the process by listing all the search queries, use cases, and benefits of the product, and then ran keyword research using them.
We used Helium 10's frequency counter to shortlist the keywords with high search frequencies. We also tracked the keywords for related products to learn about our competitors' campaigns. Finally, we added the best-performing keywords to the title, separated by dashes (-) or pipes (|).
Proficient in handling e-commerce marketplaces, and customer engagement through social media marketing
A sample keyword research
report on Helium 10
A+ content from scratch
Given the character limit of 200 for the product title, we included the main value propositions of the product in the title. We also added information such as the color, model number, series, and quantity (wherever suitable) to catch the viewer's attention. Finally, we made sure to address user intent and align it with the type of customers the business serves.
Ecommerce listings, product descriptions, listicles, blogs
Sample content from Green
Piece's Amazon page
Custom images and videos
We called on the design team to design product images that were not only clear but also highlighted the main USPs of the product. We followed Amazon’s recommendation of including pictures with 1280 pixels on the longest side. Ideally, we aimed for ultra-HD images that have 2560 pixels (or more) on the longest side.
Adobe Photoshop, Adobe Premiere Pro, Html5, CSS & CSS3, Wix
Custom design images for
the Green Piece storefront
Unforeseeable
challenges
Amazon is known to frequently update its PCRP restrictions from time to time. PCRP restrictions prohibit the use of certain words in the product listings and using such words can even get a listing paused. But Amazon is not clear with its guidelines and its algorithm often pauses certain listings suddenly for unforeseeable reasons. Our client also faced a similar problem when the listing for their star product was paused. They were losing sale numbers and the problem had to be resolved promptly.
1 Seeing that time was of utmost importance, Surbhi filed a case with Amazon relaying the situation and asking for an action from Amazon’s team.
2 The Amazon team asked for 2-3 days during which they would go over the listing before reinstating it.
3 The back and forth communications went way beyond the shift timings but our resource was bent on getting the listing back.
4 A pause would lead to loss of sale and product listing, Surbhi went on call with Amazon’s team persuading them to reinstate the listing.
5 After several attempts, the Amazon team was finally convinced that our listing had not violated any requirements and the listing was soon reinstated.
The results
we waited for!
The appreciation that followed
Ecstatic with the results, Paul from Green Piece wanted to award Surbhi with a bonus. He even sent a heartfelt message that conveyed his gratitude.
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