As an Amazon seller, you have to be wary of many things that can impact your listing performance: from competitors’ strategies and new audience acquisition tactics to Amazon guidelines and a data-driven approach to listing optimization.
Sellzone is a constantly evolving suite that holds the key solutions for dealing with the main growth-related challenges Amazon sellers face on a daily basis.
Quick links to navigate this guide:
→ Listing Protection (Secure your business with a smart monitoring system)
→ Traffic Insights (Analyze traffic sources and scale up your profitability)
→ Keyword Wizard (Work up your Amazon SEO with the right keywords)
→ Split Testing (A free tool and the simplest way to maximize revenue)
→ Listing Quality Check (Get tips on improving your listings' performance)
Note: Currently, Sellzone is limited to serving merchants operating on amazon.com, so you can only leverage the power of our tools if you’re selling on Amazon's US marketplace.
If growth is at the heart of your Amazon strategy, you cannot go blindly into the marketplace and expect immediate success. Yet, armed with the intel and power of Sellzone, you can get a few steps closer to a bulletproof Amazon strategy. And this guide will uncover how.
Sellzone In a Nutshell
Sellzone is a one-of-a-kind Amazon seller software, powered by Semrush, an award-winning SaaS suite for digital marketers trusted by 7 million professionals across the globe.
In a single sleek dashboard, you’ll see five tools that cover everything from listing management and optimization to uncovering promotion and growth gaps.
The Listing Protection tool helps Amazon sellers to avoid traffic loss by taking preventive measures and instantly responding to any sudden listing changes. Its automated monitoring system keeps tabs on your Amazon rankings and overall visibility, while automatically alerting you in case of any price or Buy Box changes, or listing hijacking or suppression.
Setting up the Listing Protection tool
You can use the tool to track your own listings, or for competition scouting. Listing Protection will send you notifications once it spots shifts in keyword positions, price points, Buy Box ownership, or listing suppression.*
*Feature only available for your own Amazon seller account, so you’ll have to connect your Amazon MWS token.
1. Add a listing.
To initiate Amazon listing tracking, enter the product page’s URL/ASIN and click the “Monitor” button.
You don’t have to limit yourself to one listing - while the tool is gathering intel for your first product, you can add as many listings as you like by pressing “Add” and entering the product’s URL/ASIN.
2. Fine-tune your monitoring.
While the tool will gather all the crucial info, it’s a good idea to customize your monitoring - simply press the “Track Your Listing Issues” button under each product and enter which keyword you want to track and the seller’s ID.
- Be mindful about which keywords you are entering - to get alerts that really reflect whether your listing actually shows up for relevant Amazon search queries, only add the keywords you are trying to target with your listing.
- Adding the seller’s name will help you keep track of any changes within the Buy Boxes that make up 90% of Amazon sales. It’s a good idea to enter yourself here - to take timely action when you lose your ownership and to check how your pricing strategy stacks up against competing Amazon sellers.
3. Set up alerts.
Use the Settings tab to specify whether you'd like to get notified about any listing changes through email or SMS.
Traffic Insights is a goldmine of ideas for finding new avenues to promote your product and for scaling your Amazon business. The tool allows Amazon sellers to scout out competitors and uncover their audience numbers and biggest traffic drivers outside of the Amazon ecosystem. This way, you can amplify your marketing strategy, expand your reach, and discover new opportunities for growing your Amazon business, as well as get a clear understanding of the maximum audience potential when assessing a new product.
And, you don’t have to own the listing in order to explore where the traffic comes from - so you can dissect each and every competitor’s success factors.
Setting up the Traffic Insights tool
Before you start configuring the tool, the best approach here is to pick the top listings that compete with you within the same niche.
If you aren’t sure which listings to enter, uncover rivals that target the same keywords as you. Simply enter the search queries you’re trying to tackle into Amazon’s search bar and select products that show up in the top 3 results.
1. Add up to three products.
Once you’ve chosen your three competing listings, enter their URLs/ASINs and click the “Analyze” button. The tool will instantly deliver insights on their external traffic sources.
2. Deep-dive into your competitive insights.
Once the analysis is complete, you will get a set of in-depth reports that cover stats on each external traffic channel. Armed with these insights, you can get a more precise idea about your product reach potential, depending on which channels you choose to invest in - be it organic search, link building, or only particular ad publishers that are worth your attention.
The Overview report will give you a helicopter view of the analyzed listings’ reach, i.e. the estimated number of customers that could potentially discover the product through various external channels - be it Organic and Referral search, or Display and PLAs.
This should help you make smarter decisions in regard to marketing budget allocation and place your bet on channels that can bring the biggest impact and audiences.
All three listings are benchmarked against each other, showing the following insights:
- Total Reach Trend, Sellzone’s custom-calculated metric, provides a dynamic view of maximum audience potential for the analyzed listings across various periods.
- Reach by Channel breaks down traffic potential by external channels, showing which traffic source can likely drive the highest audience numbers to the selected Amazon products.
By scrolling through the tabs on the left side of the dashboard, you can get a more detailed report on each traffic channel:
The Google Organic report reflects search trends from Google for a selected product and showcases which keywords can bring it to the top of Google’s search results (SERP).
The key metrics to watch out for:
- Reach: an estimate of the potential number of customers that search for a listed keyword within a given timeframe;
- Traffic: the estimated number of potential customers that visited the selected product through Google search;
- Position: the product’s position in organic search results for a given keyword;
- Competition: the number of Amazon products making it into Google’s top 100 search results for a given keyword.
- And more – Google geo (search results by country) and Device (mobile vs. desktop traffic).
The Referrals tab illustrates the potential traffic coming from backlinks.
Start by looking at Reach/Referring Domain/Backlink Trend to understand whether counts are going up or down for users and referral websites.
If you see a downward trend, this implies that it’s probably not worth investing in a declining external channel.
If you spot an upward trend, take a look at the table below for a more detailed view of the top traffic-driving referring sites. Each website comes with important metrics - Authority Score, Reach, and competition level - to help you understand the potential of each backlink.
And if you click on each referring site, you will be able to see which specific URLs/articles link back to your competitors. This should help give you a data-driven approach to any future marketing partnerships.
The PLA tab uncovers changes in the number of keywords that bring up a PLA for the selected product to show up on Google’s SERP, and the Display Ads report reflects changes in the number of websites publishing display ads related to the selected product.
Keyword Wizard will take your listing optimization and listing reach expansion further by helping you find the most high-impact keywords around your Amazon product. The tool uncovers the key keyword intel around any product you want to target:
- Search volume (shows how many Amazon surfers enter a given search term each month) and competition level (reflects how many listings target this keyword) data help you select the most efficient keywords to optimize your listing for.
- Unique filtering options allow you to focus only on keywords that can bring the most impact.
- This, in turn, can help you boost your Amazon rankings and outperform the competition within the marketplace.
On top of this, for more complete and efficient listing optimization, Keyword Wizard also helps you easily create a 250-character keyword list for the Hidden Search Terms section within Seller Central.*
If the keyword research within the Traffic Insights tool is aimed at providing Google-specific (aka external) keyword data, Keyword Wizard deals with internal Amazon stats.
*If you want to learn more about Amazon-specific keyword research, navigate to this post.
Setting up the Keyword Wizard tool
1. Enter your seed keyword.
To find the most efficient keywords around your product, start with the very basics. If you’re selling bluetooth headphones, use this term as your seed keyword and press the “Search” button for further exploration.
2. Unwrap similar/related keywords.
The Keyword Wizard tool allows you to choose between three types of keyword grouping:
- Broad match offers keyword variations around your seed keyword or keyword phrase, where the phrase can be placed in any order for the widest coverage. Example: waterproof headphones for swimming bluetooth
- Phrase match reflects search terms that include the exact keyword or keyword phrase in any order. Example: headphones wireless bluetooth
- Exact match shows all variations around your seed keyword that contain the exact keyword or keyword phrase in that precise order. Example: bluetooth headphones over ear
Pro tip: In most cases, you’d want to go for a broad match, and narrow down your keyword research with the use of filters.
3. Use advanced filtering options to find the hidden keyword treasures.
Once you select a certain keyword grouping option, make use of filters to pinpoint search terms with the highest efficiency:
- Set the search volume filter to the highest possible range and go one step down if you see no keywords.
Pro tip: Maybe don’t use the maximum search volume range (>100,000) as such high demand potentially implies really strong competition.
- Tune-up the competition filter to determine how many competing listings the keyword can have. Of course, in this case, you’d want to select the lowest competition possible.
- Don’t forget to make use of the “exclude” option to make sure your list doesn't include a brand name that your listing shouldn't feature (a part of Amazon’s policy).
Once you’re done, you’ll get a neat list of keywords with the maximum performance potential.
4. Download your final keyword list.
If you don’t want to use the newly uncovered keywords straight away, you can simply press the “Export” button and download it in an easy-to-navigate .csv file.
The downloadable list can include up to 1000 keywords, and you can make use of ticks to only save keywords that you plan to implement.
5. Extra step: Go smart about your Hidden Search Terms.
If you need to fill in the Hidden Search Terms section within Seller Central (and we highly encourage you to do so) to enhance your listing’s keyword optimization, use this easy-to-use workflow that allows you to stay within a 250-character limit (as per Amazon guidelines):
- Return to steps 1 and 2 to get a list of broad match variations for your seed keyword.
- Don’t use any filtering options this time.
- To only focus on keywords with the highest search volume and lowest competition, choose up to 1000 keywords from the top results (you don’t have to do this manually - simply use the “Select first 1,000” tag) and click “Search Terms”.
- The tool will automatically make sure all Amazon guidelines are met by excluding stop words (“a”, “an”, “by”, etc.), temporary words (“new”, “latest”, etc.), subjective words (“cheapest”, “best”, “amazing”, etc.), numbers, special symbols, single letters, and plurals. Moreover, with access to a word count tracker, Keyword Wizard will only select keywords that fit within the character limit.
Pro tip: Don’t forget to exclude keywords that you plan to use for title and bullet point optimization. Also, exclude all the irrelevant brand names.
Afterwards, you can simply press the “Copy words” button and paste this perfectly optimized list into the “Search Term” section of your Seller Central.
Split Testing is an easy-to-use tool that allows you to run split tests for an unlimited number of Amazon listings. From wording to images to prices, you can make data-driven decisions about changing each element of your listing and see what works best for you - to maximize your listing performance and drive bigger sales.
Setting up the Split Testing tool
1. Сonnect your Amazon Seller account.
You will need your Amazon MWS account to run any split tests.
So, enter your Seller ID and MWS Auth Token - both located within your Amazon MWS dashboard.
2. Make changes and launch your split test
Pro tip: To get clear results, make sure to run one test at a time, i.e. make changes to one listing element before experimenting with anything else.
You can split-test any parameter of your listing - titles, descriptions, prices, or images:
Simply pick one element of your Amazon listing and tweak it right in the tool.
Then, just publish your changes and your test will be automatically launched.
The tool splits your listing visitors into two groups - the first one sees your original listing, while the second one lands on the changed version:
Then, simply relax and make sure to give the test at least 7 days to assess your listing performance, measured in the number of sales for each version of the listing.
Throughout the entire experiment, you will be able to keep an eye on real-time analytical data, so that you can always stop the test if you notice a significant surge or drop in sales.
Once you’re done with the first test, keep on perfecting your listing for improved conversions and higher sales.
Listing Quality Check
The Listing Quality Check tool is a comprehensive audit tool that checks an unlimited number of your listings for compliance with Amazon’s requirements and style guides while offering expert- and data-driven ideas for further listing optimization to boost your visibility and drive higher conversions.
Setting up the Listing Quality Check tool
1. Add your listing.
Enter your product’s URL/ASIN and click the “Check” button.
2. Deep-dive into the report and finesse your Amazon listing.
Once the analysis of your listing is complete, you will get a detailed report that pinpoints all the failed and successful checks related to a number of areas that impact your listing’s performance:
“Failed checks” indicates listing elements you have to change or enhance. “Successful checks” shows that all the requirements have been met.
From content errors and blurred images to special promotion and bullet point suggestions, the Listing Quality Check tool provides an all-encompassing listing audit that bulletproofs your listing against any potential Amazon suspension threats while ensuring your product is optimized for maximum visibility:
- Listing Quality Score assesses your listing’s overall health.
- Amazon Requirements tab highlights all the issues that can potentially lead to a listing suppression, based on your listing’s compliance with Amazon’s requirements.
- Amazon Style Guides tab provides extra tips, deriving from Amazon’s Style Guide, for perfecting your listing quality.
- Ideas tab offers expert-driven ideas for strengthening your listing. All the recommendations are based on Sellzone’s own research and expert-shared advice on Amazon excellence.
If you don’t want to go through each tab, you can simply go to the “All Checks” tab to get a bird’s eye view of all of the changes that you need to take care of:
Pro tip: Once you’ve gone through all the improvement suggestions and fixed all the errors, re-run the listing audit to make sure you haven’t missed any important issues.
Any Questions About Sellzone?
Sellzone is an incredibly intuitive platform that requires the shortest learning curve imaginable. But if you still have any questions, or simply want to chat with the team, you have plenty of ways to go about it:
1. Incredible learning resources
Here at Sellzone, we take education very seriously.
From an FAQ page to webinars, we try to keep our users up to speed with all the exciting news and changes within the platform and the industry. Make sure to also go through the dedicated Sellzone blog that covers everything you always wanted to know about Amazon. And don’t miss our extensive Sellzone training course, available on Semrush Academy’s platform.
2. Social media
Good old email never disappoints, so write us at firstname.lastname@example.org, or just press the “Send Feedback” button inside the Sellzone dashboard.
If you're in for a real-person talk, we have phone numbers available for anyone located in North America, Europe, or Australia. We genuinely appreciate any feedback and ideas, as crazy as they might seem. Don't ever hesitate to reach out to us via any channels - because, with Sellzone, you have a real chance to impact our roadmap and take part in building the ultimate platform for Amazon sellers, namely you.