How do Amazon sellers create differentiated products?Amazon Differentiation Solutions

With the development and growth of the Amazon platform, a steady stream of new sellers want to get a piece of the pie, resulting in more and more homogenization of products.

What's more, with the increased cost of traffic, it's really hard for sellers to say.

If you want to share more of the pie on Amazon, differentiation is the trend.

What is differentiation?

The so-called differentiation means that sellers provide consumers with unique rights or added value from the tangible and intangible aspects of products, operations, brands and services, so that consumers can feel differentiated products and services, so that thousands of Stand out from thousands of competitors.

product differentiation

The core of the product lies in whether the function meets the needs of the user. Usually, sellers need to collect effective information through market research, customer feedback, etc., to analyze whether the product function solves the user's pain point, and whether there is room for improvement.

1. Sellers can find some listings with considerable sales and a large number of reviews to obtain the selling points of similar competing products of the target product, and analyze the differences between their own products in terms of functionality and selling points;
2. Use third-party tools to extract the 3-star and below negative reviews of all related competing products, and analyze in detail the problem points, pain points, customer needs and concerns of the target product reflected in the negative reviews of each competing product listing. It's all first-hand information from real consumers.
3. Then, according to the problems and pain points of competing products, improve and optimize their own products.

Differentiation in product design

If you have the ability in product design, you can completely redesign the product, and strive to make the product appearance design in line with the aesthetics of the target customer group.

Because everyone's aesthetics are different, sellers need to research the target market, learn from local competitors, and understand local customs and aesthetic concepts.

Differentiation in product packaging

Product packaging is also one of the important ways to create product differentiation.Although it is said that the customer buys the product, a good packaging will also make the product more differentiated. Through "buying the casket and returning the pearl" to create product differentiation, on the one hand, it can reduce the probability of the product being sold, on the other hand, it is more conducive to Sales.

Especially for high-value products, under the premise of meeting the aesthetic standards of the target customer market, sellers can find an optimal balance between cost control and user experience to create differentiation in packaging.

Amazon Operational Differentiation Recommendations

Obtain the product size, packaging size and weight of competing products as a reference, reasonably design the packaging size of your own products, and control the quality and weight: Because FBA charges according to volume and weight, in order to reduce FBA fees, the smaller the product packaging volume, the better, and the weight The lighter the better, but it must be guaranteed to protect the product from damage due to transportation and other links.

Reasonably designed large boxes shipped by FBA, box size: as many products as possible per box, but the weight must be controlled within 22.5kg, which cannot exceed the FBA weight limit; the outer box volume should be used according to the product packaging volume The size with the highest rate should be divisible by 1 cubic meter or 2 cubic meters as far as possible, and the space utilization rate of the later first-pass transportation and container loading is the highest.

Differentiation in brand image

A trademark and a brand are not exactly the same thing. A registered trademark is not equal to a product brand, just as a manager is not equal to a leader.A trademark is just a step in a basic legal process, while a brand is a symbol that visually or audibly identifies a product to potential customers and new and existing customers.

ListingCopywritingand image differentiation

In order to compete with other excellent products, it is essential to differentiate your listings to improve your traffic conversion. The differentiated performance of listing is mainly reflected in the differentiated description of product titles, functions and selling points, as well as the optimization of pictures.

Before writing your own listing, it is necessary for sellers to collect relevant listings with good sales, and analyze their title, bullet point, description, etc., as a reference for writing their own listings.However, you cannot directly copy and paste other people's statements, otherwise there will be a risk of infringement. You can combine multiple listings to comprehensively select the content you want, and combine them according to the actual situation of your own products.

Secondly, collect as many 7 pictures and A+ pictures of the best competing products as possible, and after comprehensive comparative analysis, make 7 picture shooting plans and art P picture plans of your own target listing, as well as A+ picture requirements and A+ page layout production Program.

service differentiation

Amazon consumers pay great attention to the shopping experience. Whether it is for after-sales, repurchase or order conversion, the shopping experience has a very important impact.

Of course, when we choose products, we always give priority to standard products to avoid too many after-sales problems, but this does not affect our service to improve consumer experience to promote transactions and increase product repurchase rate.It is worth mentioning that the repurchase rate is a very important indicator that affects the ranking of products.

We can start from the following aspects: from the use of products and functions, such as instruction manuals, video introductions, product gadgets, etc., can greatly optimize the experience; from customer care optimization, such as after-sales questionnaires, targeted coupons, and Holiday greetings and more.