Amazon. It can be the bane of a businesses’ existence; but it can also be a great research tool, if you know how to use it.
After all, Amazon is the third most popular search engine on the web. Only Google and YouTube beat it. So how can you use it to your advantage if you’re a small business. Well, allow me to tell you.
Whole Lotta Searchin’ Goin’ On
Before I get into the meat of this, let me give you a little perspective. In 2014 Amazon served up 1.1 million search request PER SECOND. Three years later it’s safe to assume that search number is now more than1.5 million per second.
Not surprisingly, 44% of homes in the United States are Amazon Prime members in 2016.
What that means to you in “brick and mortar” land is that half of your customers are Prime members. This is good news because Prime members spend $2,500 per year on the site.
So you now they have deep pockets and are happy to buy.
Why Is this Information Important?
Research shows that over 45% of shoppers start their buying journey on Amazon. Before they even set foot in your store they take out their phones and search.
How do I know this? Because Amazon reported in late 2016 that it’s app has 30 million monthly active users. So know that you know this, wouldn’t it be smart to know what Amazon shoppers have to say about the products you sell?
I’m glad you agree.
Product & Customer Research
One of the clients I’m currently working with is in the supplement business. This is a very competitive business, so any insight you can get on customers and competitors is gold. One of the products he happens to sell is protein powder. It’s pretty standard and boring as far as supplements go. So we had to find a way to give it a new appeal.
The first thing I did was head over to Amazon and searched for “protein powder.”
There was over 29,000 results.
So I had to filter them before I could use them.
My first filter was to display the highest rated powders, so I filtered to only products that had a star rating of 4 or higher.
This trimmed the list down to a tad under 6,000.
I did this because there’s a lot of reviews on Amazon by people who are given the product in exchange for a review.
Even though they’re supposed to give un-biased reviews, I can’t help but think they pull a few punches.
Finding The Gold Nugget
I then went to the highest reviews for the product, the 5 star reviews and sorted them from most recent to oldest. And like that I had my first piece of marketing fodder I could use.
Of all the things this customer could’ve said about the product, like the taste or the price, he said that it dissolves easily.
This lets us know that this is a huge selling point. How big? I decided to find out.
I did a search for the word “dissolve” in the filter area and found that it’s mentioned in 465 reviews.
I scanned the first couple of pages of “dissolve” search results because it’s very important to buyers of protein powder.
Some reviews slammed other brands for not dissolving completely.
Expanding The Research
Armed with this knowledge I took my research one step further. I went to Goolge and searched “protein powder that dissolves well.”
There was over 980,000 results. But that wasn’t the best piece of information the search turned up. The best part is that it shows which competitors are advertising for this search term.
If there’s companies spending money to advertise on a search term that means that they must be making money.
Because his product also dissolves extremely well we decided to focus on this search term idea to run some AdWords advertising.
The thrust behind the campaign was that it dissolves well, and he has testimonials to prove it.
For non-disclosure issues I can’t tell you who my client is or the name of his product. But I can tell you that we used “dissolve” as one of the root search terms and expanded from there.
We built a whole campaign around that concept that’s doing really well.
You Try It
I want to encourage you to use Amazon to do your customer and product research. It’s one of the best FREE tools that anybody can use. The best part about it is that it’s constantly being updated by buyers, so it’s rife with marketing ideas. I always include as part of my campaign pre-launch research.
Let me know if you have any luck with this strategy, I’m always eager to hear of your success.
Author: Victor Urbina
To read Victor’s previous columns, click HERE.