Highprime©
Highprime©
Amazon marketing · Answer
The short answer
Fix conversion before you buy traffic. A listing that converts at 12 percent instead of 8 earns a third more from the same spend, ranks better organically, and makes every click you buy afterwards cheaper. Most sellers reverse that order, which is why their advertising looks broken when the listing is the actual constraint. Below are the 12 fixes we make, in the order we make them.
In search results your main image is a thumbnail on a phone next to nine competitors. Most sellers upload a photograph made for a catalogue: correct, well lit, and invisible at that size. The main image has one job, which is to win a glance, and almost nobody briefs it that way.
Your one and two star reviews are a free list of the exact reasons the next buyer will not buy, written by people who cared enough to type. Read fifty of them, find the three that repeat, and answer those in the images and the A+ content where the next buyer will actually see them.
Most Indian Amazon traffic is on a phone, where the buyer sees the image, a truncated title, price and rating before deciding. If your argument for buying lives in the bullets, most buyers never met it. Write the first sixty characters of the title for a human as well as for the crawler.
Size, material, colour, pack count and the rest feed the filters buyers tap on the results page. A listing with blank fields drops out of the filtered view, and buyers who filter are some of the most ready to buy. Catalogues copied from another marketplace almost always arrive with gaps.
Set the price from what an order leaves you after Amazon's referral fee, closing fee, shipping and GST, then after returns. A price that looks competitive but loses money on delivered orders only makes growth more expensive.
In India most undelivered orders are cash on delivery. Every one costs shipping both ways and earns nothing. A prepaid nudge, such as a small discount or a UPI offer, often lifts delivered sales more than an extra ad campaign would.
A stock-out stops sales and also costs the ranking the listing had earned, which takes weeks and ad money to buy back. Plan stock for your top products before you plan budget for them.
Coupons and deals raise conversion, and they matter most in event weeks like Prime Day and the Great Indian Festival, when buyers compare badges. Plan them around those dates instead of switching them on when sales dip.
Work out your break-even ACoS with returns included before the first campaign runs, then set a target below it. A campaign that sits above break-even sells more orders at a loss.
Move the search terms that convert into their own campaigns, and exclude the ones that spend without selling. Do it weekly, because most of the recoverable waste in an Amazon account sits in terms nobody has excluded yet.
A good ACoS on flat total sales means you are harvesting demand you already had. TACoS is what tells you whether any of this grew the business, and it is the number worth putting on the monthly report.
Before you raise a budget, check that the listing can take the traffic. Volume into a weak conversion rate grows the loss, so fix items 1 to 4 on any product before you spend more on it.
Do not buy reviews, use gated category workarounds, or touch any tactic that risks the account. You get one seller account, and the downside is not proportional to the upside.
We run Amazon for Indian brands, catalogue and campaigns together.
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