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Product Category Specific Considerations
Amazon sells a lot of different things, and as marketers, its easy for us to dive into the data and start making assumptions about an account.
But before we take action, its extremely important to familiarize yourself with the following dimensions of different categories on Amazon and being aware of the challenges that each type of product categories.
Branded VS Commoditized
What is a Branded product?
Branded products have companies and marketing departments behind them saturating their potential customers with all sorts of messages that the brand wants to convey about themselves in the market. They have beautiful websites where you can learn about the product, order it and get targeted for even more remarking ads after you leave. There is a great amount of investment that goes on to 'get the word out' and generate demand for products with this particular brand name on them. They obviously have a name and logo, but the best brands see every experience a customer has with them as another chance to make an impression. Its for this reason of reputation that branded products will generally offer better customer service and more generous warranties and returns.
What is a Commoditized product?
Commoditized products are not putting in the same effort to differentiate themselves and make a reputation for their particular product. When placed side by side with simliar products, there may be nothing except for price that differentiates them. Oftentimes, these are products that are being sold direct from manufacturers offshore. If the products have a brand name, which they often do not, they will often be gibberish names often coined by non-native English speakers.
What should I expect?
Branded products will get much more searches for their Brand Name. This is important to defend with PPC and to make sure your brand name is represented in your product content.
Commodity products have very low margins, there may not be enough profit margin to justify advertising like on branded products.
Categories that have a lot of commoditized products generally have more customers browsing far down on the search results page. This can make it less important to be ranking in the top spots of the search results pages. Customers that do make it to the product page will be less likely to buy so conversion rates will be lower.
High Keyword Depth VS Low Keyword Depth
What is Keyword Depth?
Keyword depth reference to the number of keywords that are relevant for a given products. Some products will have literally 1000s of keywords that the products would be suitable for, while other products may only have 1 or 2 keywords that are viable for organic growth.
For example,