The Last Minutes of Marketplace Magic
If you haven't signed up for Amazon Prime yet, you definitely should. Customers spend up to 150% more once they become Prime customers. The Annual Prime subscription for a customer is £49 and entitles the subscriber to fast and free shipping. Prime customers are more likely to spend on Amazon in order to get their money's worth. If you sign up for FBA, you will be registered for Amazon Prime at the same time. By offering your products through this service, you will appeal to Prime customers "novelty" needs - Prime customers are more drawn to the items available through Prime as oppose to traditional Amazon orders. More than 1m people worldwide became Prime customers in the third week of December 2013 alone, so it's easy to see the benefits.
If you read our previous post on Marketplace Metrics, you'll understand the importance of the back office. Positive customer satisfaction is key to a successful business, with 79% of online customers trusting online reviews to make purchasing decisions. Amazon's Customer Metrics page shows exactly how well you are performing as a retailer, using reports based on customer satisfaction. The report includes plenty of performance metrics results including order defect rates (ODR), percentage of orders that receive negative feedback, percentage of orders refunded or cancelled etc. Keep a close eye on these metrics and make sure that all customer queries and complaints are dealt with quickly!
Amazon is a huge marketplace and an extremely powerful ecommerce tool when used correctly. Be sure to check back to all of these methods when trying to succeed on Amazon - Good Luck!
Sarah Woodjetts Internet Expert and Ecommerce Consultant blogs on the internet and ecommerce.
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