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July 07, 2021

A Step-by-Step Guide to Amazon Success With Sellzone

As an Amazon seller, you have to be aware of many things that can impact your listing performance: from competitors’ strategies and new audience acquisition tactics to updated Amazon guidelines and making sure you take a data-driven approach to listing optimization.

Sellzone is a constantly evolving suite that has 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)

Product Research (Pick the low-competition, high-demand winning products to sell on Amazon)

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)

PPC Optimizer(Boost your Amazon advertising campaigns to bring optimal results)


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.

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Sellzone In a Nutshell

Sellzone is a one-of-a-kind Amazon seller software, powered by Semrush. Semrush is an award-winning SaaS suite for digital marketers trusted by 7 million professionals across the globe.

In a single sleek dashboard, you’ll see seven tools that cover everything from listing management and optimization to uncovering promotion and growth gaps and opportunities.

Listing Protection

The Listing Protection Tool helps Amazon sellers 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 to any price or Buy Box changes, listing hijackings, or listing suppressions.

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.*

*This feature is 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.

What is Amazon Listing Protection

You don’t have to limit yourself to one listing — while the tool is gathering intel for your first product, you can additional listings 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 keywords you want to track, along with the seller’s ID.

Pro tips:

  • 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 listing changes through email or SMS.

Listing protection alerts

Traffic Insights

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 competitors and uncover their audience numbers and biggest traffic drivers inside and outside of the Amazon ecosystem. This way, you can amplify your marketing strategy, expand your reach, and discover new growth opportunities, as well as get a clear understanding of the maximum audience potential when you’re assessing the viability of a new product.

And, you don’t have to own the listing in order to explore where the traffic comes from. You can dissect competitors’ listings to learn where their successes are coming from.

Setting up the Traffic Insights tool

Before you start configuring the tool, the best approach is to pick the top listings that compete with you within the same market/niche.

If you aren’t sure which listings to enter, you’ll want to uncover rivals/competitors that target the same keywords as you. You can do this by entering the search queries you’re trying to tackle into Amazon's search bar and then select/target the products that show up in the top three results.

1. Add up to three products.

Once you’ve chosen those 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’s potential reach, depending on which channels you choose to invest in — be it organic search, link building, or particular ad publishers that are worth your attention.The Overview report will give you a 36,000-foot 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 Amazon/Google organic search, or display ads and PLAs.

This should help you make smarter decisions on marketing budget allocation and help you place your bet on channels that can bring the biggest impact and audiences to your business.

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 and Amazon organic traffic, showing which 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 a product to the top of Google’s search results (SERP).

The Amazon Organic report reflects search trends from Amazon for a selected product. It shows you volume, average position, and total traffic brought to your analyzed product via listed keywords.

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 average position in Amazon organic search and max. position in Google organic search and shopping ads for a product.
  • Competition: The number of Amazon products making it into Google’s top 100 search results, or ranking in Amazon search results for a listed 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 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 Shopping Ads Report tab uncovers changes in the number of keywords that bring up a shopping ad for the selected product in Google’s SERP, and the Display Ads Report reflects changes in the number of websites publishing display ads related to the selected product.

Product Research

The Product Research tool is a completely free tool that allows you to look at what kind of items your competitors are listing on Amazon. By knowing what’s out there, you can begin selling high-demand products that are also low-competition on Amazon.

Product Research is designed for Amazon newbies and pros alike. You don’t need to plug into any advanced training to use the tool — you can get started right away.

Setting up the Product Research tool

Note: It’s not necessary to have all three of the variables listed below (category, keywords, or selling price). You can look things up just by category or keyword, or a combination of any of these variables.

1. Select your category

2. Enter your product keywords

3. Select your selling price range from the drop-down menu

4.Hit the “Find products” button

5.Dive into the report

It might take a few moments for the report to generate — there’s a lot of data.

The results will give you insights into existing listings for products that are similar to the keywords, category, or selling price you entered. It will show you:

  • Sales per month - This metric is broken down into several categories: Excellent (10,000+ units sold), Good (1,000-10,000 units sold), Average (200-1,000 units sold), Poor (50-200 units sold), and Very Poor (0-50 units sold).
  • Selling price - The price of the listed product.
  • Fees - The final fee amount after adding the fulfillment fee, referral fee, and variable closing fee together. If you click on “View detail” you can see these costs broken down.
  • Profit - The amount of money you take home from selling the product. This number is calculated by taking the selling price of the product and subtracting all Amazon fees (we’ll get into this in just a bit).
  • Sellers - The number of people selling the same product on Amazon.
  • Reviews- The total number of reviews the product has.
  • Rating - The average rating and number of stars the product has on Amazon (1 to 5 stars).
  • Variations - The number of different product variations — like a different size, shape, color, etc.
  • BSR (Best Seller Ranking) - The overall ranking for the parent category that the product falls under. The more sales the product has, the better it ranks.
  • Categories - The category or categories the product falls under.

Product Research Tool — Advanced search

The Product Research tool also has an advanced search option that allows you to dive even deeper into the product landscape.

With advanced search you can filter for products with a specific BSR ranking percentage, by the number of sellers listing a certain product, by the reviews the product has, and by the overall rating of the product. This allows you to look beyond monthly sales averages to really see how the product is performing on Amazon.

Fulfillment By Amazon (FBA) Calculator

Amazon fees (Seller Account Fees, Referral Fees, FBA, and Variable Closing Fees) are going to vary depending on the dimensions of a product and the category the product is in. So, you should be looking at the net total from the FBA revenue calculator to see if a product has the potential to be truly profitable.

Pro tips:
We have a whole helpful guide on how to determine what products to sell on Amazon. In the meantime, here are a few things to consider:

  • At the top, right-hand side of the results page, you can sort (highest-to-lowest and lowest-to-highest) your results by price, monthly sales, number of sellers, reviews, and BSR.
  • If you see a listing you want to save, you can click “Add to favorites” and the tool will store it on the left side of the page for later use.
  • When you get your results, pay close attention to the relationship between all of the data points the tool offers. If a product is priced high with a high number of sellers, you might have stiff competition if you decided to list that product. If a product is priced low, has a high rating and good BSR ranking, you might want to start selling that item.

Keyword Wizard

Keyword Wizard takes your listing optimization and listing reach further by helping you find the most high-impact keywords around your Amazon product. The tool uncovers keyword intel around any product you want to target:

  • Search volume (shows how many Amazon visitors 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 you want to learn more about Amazon-specific keyword research, check out 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 four keyword groupings:

  • 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
  • Related match - shows adjacent keyword opportunities to the seed keywords that you entered. These related keywords might offer opportunities for you to market your product in a broader way. Example: bluetooth headphones; wireless earbuds (related keyword)

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 an unrelated 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 them 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 irrelevant brand names.

Afterwards, you can simply press the “Copy to clipboard” button and paste this perfectly optimized list into the “Search Terms” section of your Seller Central.

Split Testing

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.

How to connect Amazon Seller account for split testing

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 main image:

Simply pick one element of your Amazon listing and tweak it right in the tool.

When you hit “Publish on Amazon” your test will be automatically launched.

Then, simply sit back and make sure to give the test at least 7 days to assess your listing performance. Success is 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 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. Get your Listing Quality Score.

Once the analysis of your listing is complete, you will get the score that grades the overall quality of a listing based on our optimization guidelines, Amazon's requirements, and the official Style Guide:

  • Perfect (10 out of 10) - Listing passes all checks, meets all Amazon requirements, complies with the Style Guide, and follows all optimization recommendations.
  • Good (9.5-9.9) - Listing has some minor issues, but overall performs well.
  • Decent (8-9.4) - Listing content has a significant number of issues and should be optimized.
  • Poor (6-7.9) - Listing has a lot of issues and requires considerable revision.
  • Bad (<6) - Listing needs an urgent overhaul.

This feature is available to any registered users, so don’t hesitate to find out the score for your listing via the tool.

listing-quality-checker

3. Deep-dive into the report and finesse your Amazon listing.

The tool will show you 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:

  • 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.Best Practices tab -Gives additional ideas for improving the quality of your listing that are based on best practices and our research.

If you don’t want to go through each tab, you can simply go to the “All Checks” tab to get an overview of all of the changes that you need to take care of:

4. Focus on the Critical issues to avoid the risk of being suspended by Amazon.

All listing checks are divided into three types based on their importance:

  • Critical - Major issues that seriously affect listing performance and can lead to suspension.
  • Recommended - Issues that should be sorted out for the best listing performance.
  • Optional - Minor issues that have little impact on listing performance.

To improve the quality of your listing as quickly as possible, get started with Critical issues.

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.

PPC Optimizer

The PPC Optimizer tool helps users build and refine Amazon advertising campaigns in the following areas:

  • Polish existing ad language - Once the tool learns your ASIN, it will find a list of relevant keywords and add them to your ad campaign for better optimization.
  • Harvest lucrative keywords - Each user’s search query that leads to a sale, triggers the tool to set a parameter so that the right keyword is matched to, and created in, the right ad campaign.
  • Create a list of negative keywords - The tool isolates negative keywords, which allows you to avoid keyword cannibalization and/or competition overlap. Faster data synchronization - A synchronization occurs once every hour. This means you’re always up-to-date on what’s happening in the Amazon ad landscape.

Currently, a free user can only use the tool to launch 1 ad. Paid subscriptions, however, get unlimited use.

Setting up the PPC Optimizer tool

1.Share access to your Amazon account and do a token transfer.
Before setting up the tool, you’ll need to give Sellzone access to your Amazon ad account and your Amazon Seller Central. Once successfully integrated, the setup wizard will launch automatically.

2. Define the product (SKU) you want to advertise.

The tool will pull all of your products from the Seller Center and put them into a list.  If you have a lot of products listed, you can use the search bar to find what you are looking for. Currently, this integration is the only way to add SKUs. More methods may appear in the future.

3. Set up your ad campaign details.

Before starting your campaign, you will need to add in some parameters. By default, the completion date for the campaign is left blank. All other parameters must be set before hitting the “Start” button.

It’s important to remember:

  • There are 4 setup options — auto, manual - keyword harvesting, and manual - product harvesting.
  • The values ​​specified in each field will be applied to all advertising campaigns that will be created for this SKU.*

*The exception is the daily budget. This amount is distributed among all advertising campaigns.

4. Add your keywords & negatives (this is optional)

If you’ve done your research and you know which lucrative keywords you want to target, and/or negative (competitor) keywords you want to eliminate, you can add those on this page. There are separate tabs for each category. Entering these keywords & negatives is optional. If you can’t find any keywords, the tool will do it for you!

5. Dive into your product list (main view).

Once you hit “Start” in the previous step, your product list will be generated. Depending on the current status of your advertising campaigns, different information will be displayed in the widgets on the right. As an example, if you just launched an advertising campaign and it is still being verified by Amazon, then the tool will reflect this. If the product is already receiving traffic, then the widgets will show that traffic data. If your ad status is anything other than “Pending Approval,” you can make changes to the settings or delete (archive) the entire theme (4 campaigns with settings).

Note: When you delete a campaign in the tool, it does not delete the campaign in Amazon. The campaign will continue to work as if it was created directly through/on Amazon.

If you delete a campaign, our algorithm will no longer be able to track it. You cannot search for new keywords, isolate weaker keywords, or search for new products. You’ll get a pop-up window warning you about this after you hit “Delete.”

6. Dive deeper into your product list (detailed view).

This view allows you to see more detailed information about your campaign.

7. Evaluate your keyword performance in the Keyword Manager window.

From the window in the step above, you can go to the keyword manager by clicking on the number in the “Keyword” column. Here, you can look at keyword metrics and evaluate their performance. You also have access to several keyword management functions. For example, you can pause keywords, move certain poor-performing keywords to the negative keyword column, change the value of the bid for a specific keyword, change the type of keyword/product match, and see a graph of keyword performance over time.

8. Get keyword reports.

At this time, the tool allows you to pull 3 reports: Revenue, Spend, and Advertising Cost of Sale (ACoS). You can also set the time range you want for these reports and you can specify the detail level of the reporting — whether you want the entire summary of all campaigns or a specific campaign.

9. Learn how Sellzone is selecting your keywords.

The PPC Optimizer tool is designed to make life easier for you as an Amazon seller. By automating the keyword selection process for your ad campaigns, our tool allows you to devote your valuable time to other projects and business. The rules for selecting and adding keywords, forming a semantic core, adding new targets and negatives work in the background aren’t in any main view for the user to see.

We know when you give us access to your Amazon account and allow our tool to help you select ad keywords, this requires trust. To increase transparency, we created the Change Log. This log shows you each action the tool makes with your keywords. Actions can be filtered by type and sorted by different values.

This is a great report to look at if you’re curious to see just how much work goes on in the background when forming these keyword-focused ad campaigns. Seeing the work that goes on behind the scenes really emphasizes why having a tool like the PPC Optimizer is great for relieving the stress of ad campaign creation.

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

You can always reach out to the Sellzone team via Facebook, Twitter, or Instagram for everything from product news to troubleshooting.

3. Email

Good old email never disappoints, so write us at mail@sellzone.com, or just press the “Send Feedback” button inside the Sellzone dashboard.

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.

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