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Hey, how's it going? It's Ollie here. Today we've got a question from Lorna Whitfield and Lorna asks, what is the best criteria to move a private label product up through the ranks in Amazon UK?
So I thought this was a great question and I thought it was phrased in a good way because when you're thinking about getting your product to sell and moving it up through the ranks, getting it to page one, it all starts in the product research. So as Lorna's pointed out, what's the best criteria to do this?
You want to find a product that has the right criteria so it can get to page one so it can get ranked. Some sellers make the mistake of getting a rubbish product with bad criteria and then trying to fix it by doing great marketing. But the best marketing on the planet will not fix a product that nobody wants to buy.
So how do we find out if a product is going to sell? If you can get it ranked, if you can't get it on page one before you send the supplier any money? That's a big question, right? That's why I have an entire book dedicated to this. The Ultimate Private Label Product Research Handbook. It just tells you all of this stuff, but I'm going to tell you on the video, I'll give you an overview so you understand what to aim for.
Here's the thing. In order to get a product ranked, in order to get a product up the search results and page one organically - so when someone types in a keyword associated with your product, they see your product quickly, click on it and they buy it - you need to find a product where it's likely that it's going to sell. Because to get ranked, the only thing you need to do is get sales.
The more sales you get, the better your product gets ranked. That's how it works. Unless you can find a keyword where there's barely any products, Amazon customers are typing it in, and because there's barely any products with this keyword, your product appears on page one from the start. I don't think you're going to be able to do that. Because it's so rare.
So what you want to do is you want to get sales. Amazon sorts the products on the search results by which ones are more popular. So if you're just getting loads and loads and loads and loads of sales, it will be higher up the search results. So we need to find a product where it's possible to sell it a lot.
In order to do that, there's a few things we need to do. The first thing we need to do is we need to find a product that has high demand. In other words, we need a product that customers actually want to buy so it's possible to make a lots of sales.
Generally, we want on page one, when you type in the keywords, let's say, I don't know, you think that your product is going to be a spatula, and you think this is going to be the product that you're going to get ranked. Have a look on page one. Is there at least three sellers making three grand per month in revenue? Talking UK here. In the US it would probably be 10K or more, right? At least 3K per month in revenue. If there are, then it's a good sign there's high demand and otherwise the thing sells, right?
It sells consistently, so it looks like if you launch your product and the customers like the product you launch, then it will sell as well. Then it's possible for you to get your product up with those sellers who are making 3K per month each and you can get on page one as well.
In fact, you'll notice when you type in a keyword on Amazon and you see all of the products on page one, you'll notice that quite often they're in order, the way they appear in the search results is in order of the amount of revenue they're generating every month. Or more importantly, the amount of sales they're making every month.
Amazon use the best seller ranking system to do this. There's a few other factors that are involved as well. Sometimes there'll be slightly out of order, but generally the really hot selling products will be near the top of the search results. So you want to set yourself up for success and go into a niche where the type of product you're selling is capable of getting lots of sales. Then you can be in that ranking of the best products and be highly ranked. That's the first thing.
Second thing, we don't want there to be too much competition on page one so you'll never get enough sales to get your product ranked, right? So we don't want it to be too competitive. I mean, if there's national brands all over page one, no one's going to buy a product that you know you've tested from China with no brand on it when they could buy a product from Nike or from Adidas or from, you know, any of the other big brands that are on page one, they're going to buy those products in a heartbeat and ignore all of the individual sellers because we like brands, right?
So we want to product, a niche where there's low competition. So no brands, also not too many reviews. We want most of the sellers on page one to have less than 400 reviews. This means that the sellers aren't too established and we have a chance to compete. We have a chance for a product to stick out.
And also we want there to be a gap in the marketplace. So we want to be able to offer something different, something better than everybody else is offering. And we want to see problems in the niche quite often. When you look at some of the best selling products in any niche, there are common complaints. The product isn't strong enough, or it's not big enough, or it's an ugly design, or there's a design fault that people are just putting up with because that's all that's available...
There's opportunities to do something better. Maybe everyone's selling products in packs of 10 but the customers keep ordering packs of 20 'cause they only need 12 so they're paying for like eight extra because they can only order two packs of 10. You could come along and offer a pack of 12 and solve that problem.
If you do enough customer research, and you really know your niche, you can find out these kinds of products. People will say things on Facebook, on forums, in the reviews section of Amazon, about how they're using the product, the problems they encountered, the things they wish the product did. You can come along and fix those problems. That's how you get more sales.
So if your product has low reviews, if it's high demand, if there's a gap in the marketplace for you to go in there, do better than everyone else, then you have a chance for your product to sell very consistently. And that's how you get your product ranked.
So hope this helped, Lorna. Let me know in the comments below if this video gave you some inspiration. And if you have any follow up questions or if you're watching this video and you want to ask a question, then comment below the video or post in the group as well.
If you're watching this video outside of my Facebook group, you'll see a link either below or above this video, you can click on it, join the group, and as you join, you'll see a box where you can leave a question. Ask a question and I'll answer it in one of these videos. Thanks so much for watching today and we'll speak soon.