Phil Masiello - Practical Ecommerce

How AI Tools Improve Amazon Listings

Phil Masiello — Thu, 15 Jun 2023 12:32:27 +0000

Artificial intelligence-driven tools can streamline and improve product listings — names, descriptions, bullet points.

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Understanding Amazon’s ‘Brand Health’ Initiative

Phil Masiello — Thu, 17 Dec 2020 15:09:30 +0000

Amazon's new A10 search algorithm ranks organic results, in part, on the "health" of a brand. In this post, I'll address the Amazon Brand Health initiative, its key metrics, and its effects on marketplace sellers.

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Rethink Your Amazon Business after Covid-19

Phil Masiello — Thu, 26 Mar 2020 21:09:55 +0000

For Amazon sellers, the Covid-19 situation is changing every day. As I write this, Fulfillment by Amazon is informing sellers to expect delays in the replenishment of non-essential items.

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The Keys to Lower Inventory Costs

Phil Masiello — Thu, 27 Feb 2020 21:53:05 +0000

Managing inventory is among the most critical tasks of an ecommerce company. Poorly managed, inventory costs can escalate, and profits erode. In this post, I'll review five tactics of high-performing, multichannel sellers that greatly lower inventory costs while streamlining operations.

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Amazon’s Brand Analytics Lowers Ad Costs, Drives Sales

Phil Masiello — Tue, 07 Jan 2020 15:56:44 +0000

Amazon's Brand Analytics provides valuable metrics for sellers in the Brand Registry. The metrics include recent advertising changes, such as targeting competitors in ads and search terms. Used strategically, the data can bolster sales.

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Using Amazon Ad Attribution to Track Offsite Campaigns

Phil Masiello — Tue, 08 Oct 2019 21:37:52 +0000

Sellers who run Amazon advertising on other platforms such as Facebook and Google have been unable to track performance easily. But no more. Amazon has just released a beta for advertising Attribution for marketplace sellers.

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Survey of Amazon Sellers Offers Insights for 2019 Holiday Season

Phil Masiello — Tue, 10 Sep 2019 14:56:59 +0000

My firm surveyed roughly 1,700 sellers with annual revenue from Amazon of at least $5 million. We received 218 responses. I'll focus on the results in this article.

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4 Steps to Prepare for Holiday Sales on Amazon

Phil Masiello — Thu, 11 Jul 2019 13:19:38 +0000

Selling on the Amazon Marketplace is a huge opportunity, especially for brands. The all-important holiday selling season on Amazon begins in early November. Start preparing now with the following four steps.

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Create a Branded Amazon Store in 6 Steps

Phil Masiello — Mon, 03 Jun 2019 15:14:00 +0000

Selling on Amazon is an excellent opportunity for brands to gain visibility and sales. One of the tools is an Amazon Store, a mini-website for brands on the Amazon Marketplace. In this post, I will explain the steps in setting up and building an Amazon Store for your brand.

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Do Amazon’s New ‘Dynamic Bid’ Ads Improve Sales?

Phil Masiello — Sun, 24 Feb 2019 14:26:38 +0000

Last month Amazon announced improvements to its Sponsored Product ads with the addition of dynamic bids and the option to adjust bids by placement. My firm has been testing these additions. Are they driving sales and profits or do they simply increase ad spend?

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How PopSockets Prospered after Leaving Amazon

Phil Masiello — Mon, 07 Jan 2019 14:47:35 +0000

PopSockets opted not to be a direct vendor to Amazon. Instead, it chose one major reseller to represent it on the marketplace. But, Amazon would not allow it. So, PopSockets walked away.

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Resellers on Amazon Can Damage a Brand

Phil Masiello — Thu, 08 Nov 2018 13:22:13 +0000

Selling on Amazon can generate revenue, reinforce your brand’s reputation, and expose your product to 8 million U.S. visitors per day. Using the Amazon marketplace, the opportunity for success is ...

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4 Myths about Amazon’s Private Label Brands

Phil Masiello — Mon, 08 Oct 2018 17:48:06 +0000

To date, Amazon has introduced roughly 70 private label brands. This has rattled many observers. But private label products are not new. The only difference between Amazon and other retailers is that consumers shop on their computers instead of physical stores.

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4 KPIs to Improve Results from Amazon Ads

Phil Masiello — Wed, 29 Aug 2018 14:49:09 +0000

Advertising on Amazon is challenging for many sellers. There are many KPIs that will help manage your seller account on Amazon. For advertising, I focus on four metrics: advertising cost of sales; search term impressions; conversion rate; and order acquisition cost.

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Growing a Business on Amazon — and Beyond

Phil Masiello — Wed, 01 Aug 2018 14:26:02 +0000

Success on Amazon requires work, effort, and time. Don't believe the get-rich-quick peddlers. If they were as successful as they claim, they wouldn't be selling you their secrets.

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The Real Benefit of Amazon Reviews

Phil Masiello — Tue, 19 Jun 2018 17:51:21 +0000

I’m a longtime seller on Amazon’s marketplace. I also mentor many sellers and help brands to improve their marketplace sales. And I belong to various Amazon forums. The topic of ...

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How to convert Amazon buyers to your customers (without breaking the rules)

Phil Masiello — Mon, 16 Apr 2018 18:14:09 +0000

An ecommerce brand has to decide whether to sell its products on Amazon's Marketplace, which is the dominant buying resource for today’s consumer. Independent brands can use Amazon as a tool to obtain customers. Through proper merchandising of their products, brands can turn Amazon buyers into their own loyal customers.

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Protect your brand on ecommerce marketplaces

Phil Masiello — Fri, 23 Feb 2018 14:46:29 +0000

Marketplaces can help brands add incremental sales — and build awareness. The more avenues on which the consumer sees your brand, the more recognizable it becomes. As your brand gains recognition, consumers will remember it and will be more likely to purchase. But selling on marketplaces could backfire if you don't utilize the tools correctly.

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How to benefit from Amazon ads

Phil Masiello — Thu, 01 Feb 2018 17:23:09 +0000

Amazon Marketing Services offers three advertising options, for vendors and sellers: Product Display Ads, Sponsored Products, and Headline Search Ads. To win the Buy Box and build your brand, the key is to know which type of ad to use and how to use it — whether you sell on Seller Central, Vendor Centra

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Align with Amazon’s strategy for marketplace success

Phil Masiello — Wed, 13 Dec 2017 13:56:18 +0000

Sometimes it seems that Amazon doesn’t support sellers in its marketplace. Seemingly nonstop restrictions on what can be sold in each category make it difficult for some sellers to list ...

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4 ways to get legitimate Amazon reviews

Phil Masiello — Mon, 13 Nov 2017 18:17:49 +0000

Merchants on the Amazon marketplace realize the importance of product and seller reviews. Products with more reviews and better ratings appear higher in Amazon’s search results. Buyers also tend to ...

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My favorite strategies, tools for selling on Amazon

Phil Masiello — Wed, 18 Oct 2017 13:40:40 +0000

Amazon is a bridge between buyers and sellers worldwide. For business owners, Amazon can provide an excellent sales and awareness channel without incurring the high costs associated with branding or ...

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6 ways to optimize Amazon listings

Phil Masiello — Wed, 20 Sep 2017 16:49:27 +0000

Amazon has a huge catalog of products from around the world. Consumers rely an Amazon’s site search to find those products. But it doesn’t mean they will find the best ...

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3 new Amazon tools for brands

Phil Masiello — Sun, 13 Aug 2017 13:28:07 +0000

Amazon continues to improve the experience of brands selling on the marketplace. There are a few new tools that are worth noting, for Fulfillment-by-Amazon sellers in Brand Registry. One tool,

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2 new marketing options for FBA sellers on Amazon’s Brand Registry

Phil Masiello — Sun, 09 Jul 2017 12:46:39 +0000

There have been many articles and discussions over the past few weeks about Amazon’s Brand Registry. We’ve addressed it here, at “Will Amazon’s Brand Registry restrict marketplace sellers?” and “Why ...

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Book Excerpt: ‘Think and Engage and Thrive’

Phil Masiello — Tue, 27 Jun 2017 11:44:57 +0000

In this chapter I’ll briefly go over what it means to THINK, ENGAGE, and THRIVE. Before I talk about what those terms mean separately, I want to make it clear that these are not distinct phases you’ve got to work through one at a time. They’re part of a continuous, repeating cycle.

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Will Amazon’s Brand Registry restrict marketplace sellers?

Phil Masiello — Mon, 26 Jun 2017 12:09:07 +0000

There are two types of Amazon sellers. Both can be successful.
The first type is a reseller of other brands. This is a highly competitive type of selling with very small profit ...

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2 strategies to boost Amazon sales

Phil Masiello — Fri, 26 May 2017 15:02:22 +0000

Amazon is a great additional sales channel for any ecommerce company. Not only will it provide incremental sales, but it also provides brand exposure.
In my prior posts, I have focused ...

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Can ecommerce marketplaces expand a brand?

Phil Masiello — Sun, 23 Apr 2017 23:26:04 +0000

It’s funny how ecommerce brands fear established online marketplaces. When I discuss with those brands selling on Amazon, Walmart.com, Sears.com or any of the hundreds of online marketplaces, I often ...

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Advertising options for Amazon marketplace sellers

Phil Masiello — Wed, 15 Mar 2017 21:08:04 +0000

In “To drive sales on Amazon, optimize keywords,” my previous post, I discussed the importance of keywords on the Amazon marketplace, especially for sellers using Fulfillment by Amazon. Keyword optimization ...

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