Amazon Europe Sellers — Selling in Europe is a hot topic right now. Whether it’s European citizens looking to launch in these growing markets with ample opportunities and lower competition, or US sellers across the world looking to scale their business internationally. I asked Amazon seller David Barry, who is the co-founder of AMZ Europe and speaker at the European Private Label Summit to share his top tips for EU sellers!
Maximize Your Reach
Many English speaking sellers just list their products on Amazon UK. In my experience, the most common reasons for this is the language barrier presented by the other marketplaces and a perception that the UK accounts for the majority of Amazon EU sales.
It is true that dealing with new languages presents unique challenges, including translating your listings, which I’ll cover later in this post.
However, by selling only on Amazon UK, you’ll be missing out on almost 70% of the European market and significantly limiting potential sales.
Germany is Amazon’s biggest European marketplace, so listing your products there is essential. While France, Italy and Spain are smaller markets for Amazon sellers, they are growing fast and home to more than 170 million more potential customers for your products.
There is lower competition in these three countries too, both in terms of the number of sellers and the quality of listings you’ll be up against. This can make these marketplaces highly profitable for sellers.
Translating your listings to the local language is the only initial step, and Amazon does not charge extra to list on these marketplaces.
Based on the preceding evidence, it’s clear that in order to maximize potential EU sales and profit, sellers should list their products on all 5 Amazon EU marketplaces.
Bonus Tip — FBA Export
FBA Export allows sellers to choose which European countries their products can be shipped to. By adjusting your export settings in seller central, you can open your Amazon EU business up to customers in many more countries.
Importantly, Amazon does not charge sellers any additional fees for FBA Export orders.
To update your EU FBA Export settings in seller central:
- Click “Settings”
- Then, click “Fulfillment by Amazon”
- Go to the “Shipping programmes and export settings” section at the bottom of the page
- For each marketplace, click “Edit” and update your selection to “European Union”
By doing this, your product can then be purchased by and shipped to customers in 26 EU countries, including Austria, Belgium, Denmark & Sweden.
Localization > Translation
We established above that it’s best practice to list your products in all 5 EU marketplaces. To compete effectively against local sellers, it is critical your listings are well written and adapted to suit the customers in the country you are targeting.
Many English speaking sellers hire freelancers online to translate their English listings into German, French, Italian and Spanish.
However, this is not an ordinary translation task. The goal is conversion and sales, not just translation of text. For this purpose, localization is far superior to translation. Localization is a hybrid of copywriting and translation, which produces sales copy that is tailored to the local market you are targeting.
Perhaps the biggest challenge of hiring someone to work in a language you don’t speak is verifying the quality of their work. It’s best practice to have another native speaker review their work — perhaps you have a friend that can do this, or you can hire a freelancer. Your new listings should be proofread at a minimum — spelling mistakes or basic grammatical errors will cause you to lose credibility in the eyes of potential customers.
Localize Your Offering
It’s recommended to localize the other aspects of your product offering, by translating ebooks, instruction manuals and product packaging. By offering these in a customer’s native language, it offers more value to them and improves your chances of making a sale.
It can also reduce questions from customers post sale and mitigate potential negative reviews from customers, who can’t read materials provided with your product. Just imagine the frustration of buying a product and receiving instructions in a language you don’t speak!
Don’t Forget Keyword Research
English speaking sellers may be tempted to skip keyword research for their listings in German, French, Italian and Spanish. In my experience, not doing keyword research in the local language is one of the biggest reasons sellers coming from Amazon US or UK struggle on the other EU marketplaces.
This is not surprising when you consider the importance of keyword research for Amazon listings. Your product will not appear in Amazon’s search results if a customer uses a keyword that is not in your listing or search terms.
I have also seen a number of sellers who opt to have their keywords translated from English, but this is not best practice. Some languages have a richer vocabulary than English, overall or when describing particular products. By failing to research from the ground up, you will miss keywords. If they happen to be high volume and relevant keywords, this can significantly reduce your traffic and sales.
Furthermore, direct translation of a keyword from English into another language can produce a phrase that has a different meaning than intended. The result of this is that you’ll be targeting keywords that are not relevant to your offering. With just 250 characters now permitted by Amazon in your search terms, your keywords are more valuable than ever, so don’t make this mistake.
Best Practice — Amazon EU Keyword Research
Keyword research should be done before your sales copy is localized, as the top keywords identified should be naturally integrated into your listing during localization.
If English is your first language and you’re selling on a non-English speaking marketplace, you should hire a native speaker to do your keyword research — ideally the same person who is localizing your sales copy, who can then become your listing specialist for that language.
A native’s comprehensive vocabulary will be key to finding the best keywords for your listing. Furthermore, a native speaker will ensure that only keywords relevant to your product are targeted.
There are a number of tools that can be used to enhance keyword research in German, French, Italian and Spanish, by estimating search volumes and generating long tail keywords:
In summary, keyword research is a fundamental part of listing optimization in each language, as it has a significant impact on the amount and type of traffic directed to your listing.
Harness The Power Of PPC
There are some Amazon US and UK sellers who list their products on Amazon Germany, France, Italy and Spain, but neglect Amazon pay-per-click (PPC) advertising in these marketplaces.
“I don’t speak these languages, so I can’t do PPC campaigns.”
This might be tempting, but it can have a terrible impact on your performance. Without generating traffic and sales from PPC, your organic ranking and sales will suffer. Furthermore, PPC can be highly profitable in these marketplaces due to lower competition from other sellers.
At the very least, you can utilize automatic targeting in the marketplaces where you don’t speak the language. The upside of doing this is an advertising campaign with a low ACOS that helps you generate profitable sales and improve your organic ranking.
Even if it’s not a profitable campaign, you can download the search terms report from seller central and identify the keywords that are converting well for you. These can then be added to a manual targeting campaign.
You should also ask your listing expert in each language to provide a list of keywords to target in advertising campaigns. Once you have these keywords, best practice for non-English advertising campaigns is the same as those in English.
Review your PPC data to help identify the most important keywords — impressions will indicate search volume, while you can ascertain keyword relevance by looking at click-through rate (CTR) and conversion rate. Monitor performance over time and focus your PPC spend on strong performing keywords to make your campaigns more profitable. Remove or reduce your bid on loss-making keywords.
If you have a top performing PPC keyword that is not featured in your sales copy, ask your copywriter if it’s possible to naturally integrate it into your sales copy (title, bullets or description). This may improve your organic ranking and sales for this keyword.
Test To Find What Works Best
If you have a product listed on all 5 EU marketplaces, you have 5 prices, 5 titles, 5 sets of bullets and 5 product descriptions to account for. With so many variables to optimize, split testing is a valuable automation tool to help you find what works best for your EU listings.
Here are 3 split tests I recommend for your EU listings:
Finding the optimal price point to maximize your sales and profit is critical. Price too high and you’ll prevent customers from clicking on your listing. Even pricing too low can reduce traffic and sales, as it may suggest you’re selling a low quality product and turn off some buyers.
Amazon EU sellers can set a different price for the same product across each of the 5 marketplaces. In less competitive marketplaces, you can price higher and earn more profit per sale. If the competition is stiffer, you’ll need to price lower in order to generate sufficient sales.
2. Main Image
Amazon does not currently allow sellers to display different images for each EU marketplace. As such, the same pictures (and main image) will be shown in the UK, Germany, France, Italy and Spain.
The main image that works best in the US may not be the best fit for European customers, due to different culture and taste. To make sure your main image is suitable for the European market, test it against an alternative main image. Just make sure to adhere to a zon’s image standards.
3. Product Title
A good product title captures the attention of buyers, by including the right keywords and being written in an appealing way.
Ask your listing experts to generate 2 titles for each listing. You can then run a split test to find out which one generates more clicks and sales. Provide feedback to your listing experts on which titles work best, which they can use to structure your future titles.
I hope you enjoyed this post and use it to improve your listings and performance on Amazon EU.
Originally published at https://www.splitly.com on December 18, 2017.