You might think you have an awesome product and a top-notch marketing strategy — but does your target audience agree?
Successfully launching new products on Amazon requires a deep understanding of your customers. And getting feedback directly from your target consumers can enable you to make more effective marketing decisions, optimize your marketplace listings, and ultimately increase sales.
In today’s ecommerce landscape, customer reviews aren’t just nice to have. They’re essential.
In fact, feedback and reviews have a direct impact on product rankings on the marketplace: The more and better reviews you get, the higher your product will rank in search results.
Consider this: 93% of buyers say that online reviews impact their purchase decisions. So, before you invest significant time, money, and effort into developing and listing your product, you need to ensure two things:
By actively conducting customer research to solicit feedback, you gain valuable insights into consumers’ pain points, preferences, and expectations. And having a better understanding of your customers’ needs empowers you to not only make informed decisions about future products, but also fine-tune your current listings.
A bonus benefit?
Gathering customer feedback helps you connect with your customers on a deeper level, building strong relationships that set you apart from the competition.
Want to learn more about creating a six-star customer experience? Watch our interview with eight-figure Amazon consultant Tomer Rabinovich on 6 Minutes with Carbon6.
The best way to understand what your customers want: Ask them!
Here are a few tactics for getting direct feedback on your products, designs, and marketing.
It’s also critical to consider your competition and how your target audience engages with similar businesses in the market. Running a competitive analysis can help you first understand what sets top-ranking products apart and then leverage those insights to improve your own listings.
Here’s how to run an Amazon competitor analysis:
Gathering consumer feedback is one critical step in elevating your products. Doing something with those insights is another thing entirely.
Put that feedback to work by asking critical questions about your products and marketing strategies: Does your product include any features that your competitors’ don’t? Are they using marketing or sales tactics that you can also take advantage of? Are there gaps in your competitors’ products that yours can fill?
Optimizing Amazon listings means tailoring the following specific areas of your marketing approach to your audience’s specific needs.
Launching a successful product on Amazon — whether it’s your first, second, or tenth — begins with selecting the right product that matches your audience’s wants and needs. During your initial research, ensure you understand the problem your product will solve and how (or whether) it fits into your customers’ lives.
And don’t discount the importance of your product’s packaging. Packaging isn't just a practical concern. It's an opportunity to communicate your product’s value and quality. Spending time developing packaging that appeals to your customers can raise your product’s perceived value.
Here are a few questions to ask your audience when gathering feedback:
Consumers’ first impression of their products come from the listing title and main image. Optimizing these elements is critical: They determine whether a potential customer clicks to learn more or keeps scrolling.
Your product title should be clear and include key terms that your audience uses in search. Choose title keywords that accurately describe the product, resonate with your audience, and show off any key features or selling points.
The most important element of any Amazon listing? The main image.
Use tactics like interesting angles, bold colors, renders, and instructional imagery to draw shoppers’ eyes to your product and clearly convey what it does.
During the feedback gathering process, compare multiple versions of your main image to see which one best appeals to your audience. Then optimize your listing based on their feedback.
Questions to ask your target audience include:
Your product description and A+ Content offer consumers greater product details. But remember: It's not about what information you think is important. It's about what your customers value most. That’s why optimizing Amazon listings and product descriptions based on consumer insights is so important.
To craft descriptions that resonate with customers, gather insights directly from your audience. Then, use your customers’ specific language throughout your product description to ensure it resonates with them.
Finally, identify and emphasize the features that matter most to your audience. Show off the qualities that most influence purchasing decisions, and use A+ content, such as images, infographics, and videos, to highlight those features.
Questions to ask your target audience include:
Expanding beyond Amazon? Here's what to consider when adapting your Amazon consumer research strategy to other marketplaces, such as Walmart or eBay.
Success on Amazon isn't just about having a great product. It's about understanding the people who will make your business successful: Your customers.
By investing in customer research, soliciting feedback, and optimizing Amazon listings, you'll gain valuable insights that can lead to better product decisions — and ultimately an improved bottom line. And using automated solutions can help you conduct even more effective consumer research.
You can also leverage Amazon Vine to get more reviews and better understand what your customers are truly thinking or feeling as they use your product.