Tips for Protecting Your Private Label Brand on Amazon
by Colleen Quattlebaum, on June 13, 2017
You've made the strategic decision to develop a private label brand for the Amazon marketplace. This obviously gives you the upper hand in many ways, especially when it comes to owning the Buy Box.
However, private-label selling does come with its share of added responsibilities - in particular, reputation management.
Luckily, there are tools that can streamline the private label Amazon brand tracking process. In this post, we'll discuss a few tips for leveraging technology to protect your products' reputations.
Reviews Can Make or Break Your Brand
The Amazon marketplace is the definition of a dynamic shopping ecosystem. For example, making even a modest improvement in a category's best seller ranking (which refreshes on an hourly basis), can result in huge profits for an otherwise unknown brand. To move the needle in a product category, the private-label seller must build a proactive on-Amazon marketing strategy with particular emphasis on organic search awareness.
Granted, there are a number of factors that impact your products' visibility in the Amazon search rankings. As any experienced private-label merchant will tell you, however, maintaining a healthy product review history is usually at the top of the list. Amazon.com, Inc. ("Amazon") has made great efforts to maintain the integrity of its customer review system, even pursuing legal action against fake reviewers. It's therefore logical to assume that the company uses reviews to influence its search algorithm. (Of course, only Amazon truly knows what's in its secret sauce.)
Expedite Your Review Monitoring Process
With reviews playing such an influential (and timely) role, the prudent merchant takes a proactive approach to Amazon brand management. Keeping close watch on star ratings and customer comments is of paramount importance. To do this, some sellers manually check each item's product detail page for new reviews.
To do this, some sellers try manually checking each item's product detail page for new reviews. This works for a while, but it's not scalable in the long term - especially if you have plans to launch dozens or hundreds of branded SKUs.
A better approach involves the use of a review tracking and alerting tool, such as FeedbackFive. If someone says something unpleasant about your product, FeedbackFive will send you a text message (and/or email) shortly after the negative review or rating is published.
Or, if you prefer, you can opt to receive a daily summary report that details the day's activity. No more checking product listing pages for the latest scoop. FeedbackFive automatically keeps you in the loop.
Aggregate & Analyze Review Data
To help you make even more strategic decisions about your brand, FeedbackFive also aggregates your historical review data (in 7, 30, and 90-day timelines). Is your product gaining momentum in the eyes of your customers? Or, are buyers increasingly frustrated with a particular feature or defect? FeedbackFive's intuitive charts and graphs model your data in a way that helps you make informed brand management decisions.
Avoid Soliciting Opted-Out Buyers
Some merchants request product reviews from buyers. Amazon permits (some might even say "encourages") sellers to do so, as long as merchants play by the rules set forth here. FeedbackFive automates the review solicitation process, allowing sellers to build rule-based campaigns. Set up your email templates, define your campaign settings and FeedbackFive follows up with customers on your behalf.
As valuable as review solicitation can be, avoiding opted-out buyers might be equally important. In case you haven't heard, Amazon now allows buyers to opt out of certain seller-generated emails. For sellers manually soliciting reviews, there's no easy way to know if customers have opted out.
FeedbackFive simplifies opt-out compliance by maintaining the world's largest list of opted-out Amazon buyers. By using FeedbackFive, you'll reduce the likelihood of accidentally soliciting an opted-out buyer, thereby magnifying the impact of each review solicitation you send.
Protect Your Brand's Reputation with FeedbackFive
If you're ready to protect the private-label brand (or brands) that you've worked so hard to build, it's time you tried FeedbackFive.
Sign up for a free trial of FeedbackFive today.