Boost Amazon sales rank in a competitive niche fast | Amazon FBA guide

Amazon Case study: Boost Amazon sales rank in a competitive niche fast

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Today we’re going to show you first hand how to rank on Page 1 in a competitive niche on Amazon. Here’s everything you need to know in 10 seconds:

Step 1: look up the search term for the product you’re selling on Amazon.
Step 2: calculate the average review count on page 1.
Step 3: giveaway enough products for review to overcome that average review count.
It’s that simple. Follow the steps and you’ll be able to boost Amazon sales rank and get your product ranked on page 1 of Amazon in no time.
The rest of this article goes into detail on these 3 steps.
At HonestFew, we connect sellers with reviewers, so of course I want to partner up with you for this, but regardless of what strategy you use in the end, let’s rank.
To illustrate, let me give you an example.
It’s the story of Andy, a client of ours who started selling on Amazon 3 months ago. We worked with Andy on his product giveaways, and the product went from page 20 to page 1 in 3 months in a competitive niche.
We’re talking like “forskolin and iPhone cases” type of competitive. This stuff is vicious, getting your product ranked on page 1 of Amazon for something like this would be no easy task.
So in this particular niche, there are a handful of really strong guys (2 sellers with 1000 reviews and a handful of 500s). So off the bat, Andy knew this wasn’t going to be easy.
As a general rule, we’d recommend not picking markets where other sellers have over 1000 reviews, because you inevitably need cash to catch up, and the market may lack depth if 1 seller monopolizes all the sales.
But this market had some great volume, so he sourced and shipped to FBA.
As soon as the product touched down, Andy got in touch about a product promotion. He wonders, as many do:
I need reviews, but how do I know how many units to give away?
The answer: enough units to be perceived as a viable option in the mind of the buyer.
I’ll say that again: the number of units you need to give away is enough to be perceived as a viable option in the mind of the buyer.
Reviews are social proof and a sales conversion tool. As a customer, if you see one product with 200 reviews and another with 15 and they’re both similar, which are you more likely to buy?
Once competitive review counts are close, say 200 vs. 175, it doesn’t matter as much. At that point, it’s more about features and benefits. You just need enough reviews to be a viable option.
In the interest of protecting Andy’s niche and product, I won’t show them.
But with Valentine’s Day a quick 6 months away, let’s hop over to Amazon and look at some “scented candles” as a concrete example. It’s never too early to start shopping for Valentine’s Day, am I right?
Let’s look at the reviews: 200ish, 450, 260, 200, 70, 12, 2200 (that’s impressive—and these guys have got the right idea by bundling candles together and charging more for the pack, but more on that another time), and then quite a few in the hundreds down the page.
You can collect the review values from page 1 manually, or use a product research tool like Jungle Scout. It’s a Google Chrome extension that does it all for you.
Jungle Scout gives you a summary of every product in this “scented candles” search, and their data. We want to know what the competition looks like on Page 1, because this is where we want our product to appear.
And full disclosure, I put an affiliate link to Jungle Scout in the description, so if you’d like to see more content like this you’d be supporting the channel by getting Jungle Scout through that link: http://www.junglescout.com/idevaffiliate/idevaffiliate.php?id=256
Anyways, it shows you individual and average review counts. Right now, it’s 439. That seems pretty high.
Check to make sure the average isn’t being raised by something that isn’t a scented candle.
In this case, we’ve got these oils here at the bottom, which are bringing up the average review count. They’re inflating the data.
So nix that, and you’ll see the average has dropped to 305, which is accurate.
So now we know we need— let’s just call it 300 reviews, to have the same amount of social proof and conversion power as the other page 1 listings.
To get 300 reviews at a successful 75% review rate is 400 products given away. Say you can source the candles for $3 each. That’s $1200 in product, and add $800 for air freight (cause I feel like candles are kinda heavy).
So you need to spend $2000 + Amazon fees (which total $2 or $3 per unit depending on your giveaway price) to get 300 reviews and start selling on page 1 for “scented candles”.
Then, Jungle Scout will also tell you estimated revenue and sales on page 1. So there, you can see how long it would take to break even on this product purchase.
When I averaged the revenue from the top 15 “scented candle” sellers on page 1, the average monthly revenue is $10,000. So these scented candles would be profitable upon the second re-order.
What about Andy?
Well, we worked the same plan with Andy, only it was to get 400 reviews over the course of 3 months.
Month 1:
100-unit promotion of the products at $1 each + an HonestFew Video review given for $0. The sheer quantity of sales spiked BSR, got him on the map, and resulted in his first 87 reviews within 14 days (that’s our turn-around time). The review count upped his conversions enough to turn on Amazon Pay-per-Click, and the video review put a high-converting product video on his listing, which was then upvoted by buyers as Most Helpful.
Month 2:
We did a 200-unit promotion at $1 each. His rise became noticeable as he went from page 4 to mid-page 2. On mid-page 2, he was making 3-4 sales a day. Recognizing that our work wasn’t quite done, we ran another promotion.
Month 3:
The final 200-unit promotion at $1 each. The combined sales spike and review count resulted in selling at 10 units a day organically on the middle of Page 1. With those sales, he’s building his natural review count.
And if you’re wondering about Amazon’s updated terms of service on product reviews, the verdict is in: they’re fine. We made a whole other post about the do’s and don’ts, which you can check out here.
So today, we went through a timeless formula for Page 1 ranking:
Step 1: look up the search term for the product you’re selling on Amazon.
Step 2: calculate the average review count on page 1. We did this with Jungle Scout.
Step 3: giveaway enough products for review to overcome that average review count. Again, JungleScout gives you your estimated break-even point, and HonestFew gets your products in front of reviewers for honest evaluation.
Another take-away from Andy’s story, aside from making deliberate Page 1 calculations, is that product selection is key. It’s the 20% of the work that accounts for 80% of the results.
Pick a product with low or unoptimized competition, but high demand. If you do this with surgical precision, you can make sales without having to brute-force your review count. But, more on this at a different time.
We hope you enjoyed our article on how to boost Amazon sales rank and getting your product ranked on page 1 of Amazon! And on that note, get out there and build the business of your dreams.

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