The retail giant Amazon is increasingly gaining steam as a trusted and respected source for beauty and skincare products. With everyone from well-established, legendary beauty brands to brand-new indie startups hopping on board, your company would also be wise to tap into the vast consumer pool available by selling skincare on Amazon.
Of course, thriving in the Amazon skincare marketplace is no simple task. While Amazon allows you to showcase your products to millions of customers worldwide, keep in mind that you’ll also be competing with thousands of other skincare brands and products. These key steps for selling skincare on Amazon will help your company stand out from the crowd.
1. Check Your Subcategory Eligibility
Amazon’s “Beauty and Personal Care” category features an evolving number of curated subcategories. The most enduring of these are “Premium,” “Professional,” and “Indie.” The products in these subcategories are treated separately from the products that fall into the general population, or “ungated” beauty category. It’s no secret that these three subcategories form a sort of elite club that dominates Amazon’s beauty and skincare sales, traffic, and exposure. Amazon acts as the bouncer for this elite club, with distinct qualifying criteria for each subcategory. If your products qualify for one of these categories, you’ll have a distinct advantage over ungated beauty products.
2. Develop Your Niche
Next, take some time to identify and learn about your target audience. Who, primarily, is going to buy your products? Work on building your brand identity with this target in mind. Your advertising, descriptions, images, and online storefront design should all be carefully crafted to appeal to your niche customers.
3. Optimize Your Product Listings for Selling Skincare on Amazon
Every element of your listing page is a chance to connect with potential customers, so don’t leave anything up to chance. The title should be attention-grabbing and keyword-rich. Images should be attractive, high-quality, and informative. The description and other information should be clear, engaging, and loaded with helpful imagery. If you’re not sure how to do this, the team at Click Fluency can help optimize these and other details.
4. Utilize Off-Site Traffic
With so much competition in the Amazon skincare marketplace, it takes some time for a new product listing to generate enough activity to rank on the first page of search results. One way to help make this happen faster is by routing online traffic from other places, such as your company website or social media, to your product listing page on Amazon.
5. Increase Your Reviews
Great reviews, and plenty of them, are critical to converting product views into product sales, which in turn is critical to succeeding in the Amazon skincare marketplace. Reviews are the single biggest factor that leads a customer to choose one product over its competitors. Amazon offers several options, including its Amazon Vine program, to help generate authentic product reviews.
Start Selling Skincare on Amazon
In the current online retail environment, your company can’t afford to miss out on the opportunities offered by selling skincare on Amazon. Contact us to learn more about how we can help you achieve your best results.
Sources:
https://www.beautyindependent.com/why-indie-beauty-brands-hopping-amazon-earlier/
https://clickfluency.com/optimization-of-your-amazon-account/
https://clickfluency.com/contact/