Want to give a good first impression? The state of your Amazon product listings can boost or damage your brand. When customers are shopping for an item and comparing competing brands, the Amazon detail page provides an opportunity to show off what sets your product above the rest. In this mini-series, we will focus on a few ways to optimize your presence on Amazon. This week: duplicate listings.
Picture this: An Amazon shopper searches for your top selling product, your Brand A Baby Bib. The first search engine results page (SERP) populates and the first 10 results are all for your product – which one should the shopper select? Does it even matter? Or are the duplicate listings providing greater brand exposure?
It does matter, and the duplicate listings are not helping your brand.
Here are 6 ways that duplicate listings harm your brand:
- Inconsistent branding – You want to provide the best possible customer experience through your listing page – high quality images and detailed product information in the title, bullets and description. Duplicate listing pages rarely have good information. The information and images often come from an unauthorized seller and tend to be poor quality or have conflicting information.
- Dilute sales – When you have authorized a few Amazon sellers, you want the product sales to go to them. This is mutually beneficial since they will purchase more from you when they are able to sell more. Duplicate listings provide product sales to unauthorized sellers who aren’t purchasing directly from the brand.
- Spread out reviews – Reviews are a vital component to product rank, discoverability and sales conversion. Multiple listings mean that product reviews are spread out and their impact is diluted.
- Counterfeit products – An Amazon detail page is supposed to be associated with one UPC. Though this is not always the case on Amazon for a number of reasons, sellers are unable to sell in a listing if their product UPC doesn’t match what is already in the listing. Because of this, they sometimes create a new product listing to sell counterfeit products. Most Amazon shoppers would not be able to tell if a listing is selling a counterfeit product because it could have the same images and content as the real product.
- Poor customer experience – The saturation on the search engine results page can result in customer confusion. Are all the listings for the same product? Are some real and others counterfeit? Customers will have less of a purchasing barrier when they are confident in the product listing.
- Unknown sellers – Duplicate listings make it easier for unauthorized sellers to list your products. They are essentially hiding in plain sight because most of your attention is focused on the best listings. When you are only monitoring one listing, you only see the sellers who are in that listing. There could be 5 more sellers spread out among duplicate listings, undercutting your prices and providing a poor customer experience. It’s much easier to track all sellers when there aren’t any duplicate listings.
Removing duplicates is fairly straightforward. Either you or one of your sellers can create a case with Amazon in Seller Central to merge the duplicates with your target ASIN. This is successful as long as the ASINs all have the same UPC. If the UPCs are not the same, you will need to prove that they are the same product another way or prove that the duplicate listing is for a counterfeit product.
Since the search engine results page is the first thing that customers see when searching for a product, make sure that the first impression is positive. Provide an easy shopping experience by getting rid of duplicate listings and directing customers to the right detail page.