2017-12-05 00:00:00 Running a Business English Stop Amazon.ca listing hijackers from luring away your hard-earned customers, protect your private brand, and improve your seller's... https://quickbooks.intuit.com/ca/resources/ca_qrc/uploads/2017/12/Female-reviews-online-business-products-for-selling-on-amazonca.jpg https://quickbooks.intuit.com/ca/resources/business/small-business-product-brand-reputation-amazon/ Protecting Your Product, Brand, and Reputation When Selling Through Amazon.ca

Protecting Your Product, Brand, and Reputation When Selling Through Amazon.ca

4 min read

Keep fraudulent Amazon.ca listings from stealing your Marketplace sales and good seller reputation from under your nose. The following tips can help you protect your selling turf while boosting your reputation, leading to better sales and profits.

Approval for Private Label Brands

For a while, being an honest private label Amazon Canada Marketplace seller was kind of like living in the old frontier days. As soon as the bad guys spotted your listings, they’d easily swoop in with their knock-off copycat listings, appearing to offer customers a great deal on the same product. This often leads to customers buying inferior products and you earning less money due to lowering prices to compete for sales. Getting rid of these illegitimate listings was akin to playing whack-a-mole.

Fortunately, Amazon is making it harder for listing hijackers by providing a brand registry for sellers. All marketplace sellers are required to get approval for certain Fulfilled by Amazon (FBA) products sold on its platform. Yes, the sheriff has arrived. To register your branded products, simply log into your seller account and visit the Brand Registry page. Fill out basic product information, and submit.

Be aware that Amazon requires a dedicated landing page for each product you sell. If you don’t already have one set up, it’s simple to create a one-page site using website creation tools offered by various DIY website companies. Once Amazon recognizes you as the official seller, any hijackers coming along trying to steal your sales thunder risk having their listings deleted.

Handling Hijacker Abuse

When a copycat hijacker shows up in your listing, you can take proactive steps to remove them. First, contact the seller of the fake goods and ask them to remove their listing. Your approach should be polite yet firm enough to let them know you mean business. If they’re still there after several days, there are two ways to report it to Amazon. Either file an A-to-Z Guarantee Claim, or go to the Report Infringement section and fill out a seller’s form over intellectual property rights. Hopefully, this resolves the issue, but if not, you may have to get a lawyer involved.

Optimizing for Customer Searches

Another way to make sure your valid product listings outdo fake listings and knock-off sellers is to optimize your listings. The key to doing this is understanding that you can include specific search term words in your listings to improve listing visibility. There are several other techniques that are easy to implement.

Optimize the Title

People who are looking to buy specific items often search using specific product-related words. Your product listing should include as many of these terms as possible. Make sure your title includes brand name, product line, type of material or other major feature, item color, size (if important), and quantity (if relevant). All this title information can turn up in multiple searches, improving the odds of your listing getting clicks.

Avoid the temptation of spamming keywords in your title. Amazon frowns upon using keywords not relevant to your listing. Two or three targeted keywords should do the trick.

Optimize Images

Use only high-quality images of your products, and include different angles, if possible. Images are powerful selling tools, and they help customers see exactly what they are going to get. As they say, an image is worth a thousand words, so make sure yours have good resolution.

Optimize Descriptions

The description section is where you provide in-depth details about your products. While you want customers to know how great your product is, it’s important to be mindful of including optimized content that is likely to show up in a search.

Some helpful information to give customers includes materials used in making the product (polyester, stainless steel, wood, etc., size, manufacturer part number and other useful specifics. This kind of information is called product features. Next, think of one or more ways the product benefits the customer, and include that information in the description. This product feature and benefit combination is a powerful way to boost your sales.

Bullet Points

Many people looking at your listings quickly skim through the details and may not even bother reading the description. You can grab their attention by writing intriguing bullet points that provide some features and straight-to-the-point benefits. Imagine being a prospective customer seeing your listing for the first time. What key information do you need to make a buying decision?

Bullet points should quickly explain how valuable the item is to the lives of customers and show how it solves a problem, eliminates a pain point, or adds to their enjoyment of life.

Product Appeal and Quality

Getting poor reviews of any products you sell can put a damper on your sales and hurt your seller reputation. Instead of listing any product that fits into a category, consider being more discriminating in your product choices. In other words, pick only the best products to feature in your listings.

When you offer top-quality products that perform the way they are advertised, customers notice. Face it: happy customers are more likely to leave four- and five-star reviews. Sure, your products won’t please everyone, but by being picky, you can gradually build (or re-build) a stellar reputation as a trusted seller, and that trust can translate into improved sales. Another upside to getting mostly positive reviews is that you can raise prices, earning more per sale while leaving low-quality fake product sellers in the dust.

Fight back against Amazon.ca hijackers by registering your private label brand with Amazon. You can also improve your overall reputation and sales by optimizing your listings.

Information may be abridged and therefore incomplete. This document/information does not constitute, and should not be considered a substitute for, legal or financial advice. Each financial situation is different, the advice provided is intended to be general. Please contact your financial or legal advisors for information specific to your situation.

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