Velocity Sellers, Inc

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Running A Successful Amazon Business
May 09, 2018

How do you really know when your Amazon business is doing well? Is it in the sales? Is it in the product ranking? Is it when you’re content looks great?

Running a successful Amazon business is all about an integrative approach. If one thing is off, then the scale isn’t balanced. You may see success but it won’t return the bottom-line results you want. Take a look at how we approach Amazon and what you need to keep your eye on the prize.

Content is still king. When your listings look great and read well, you’re almost golden. Each category can require a different tact when writing so it’s important to keep that in mind when taking this on. Maybe you sell in Consumer Electronics and people require a more factual approach. You might think that a clothing brand would want some pizzazz in the writing but what data do you have to support this? We know what works. We also know how to test content, when consumer data is limited, and track that content to see how well it’s working.

Cost Analysis; know your margins. Sales could be off the rails but if your costs are too high you won’t be retaining any cash. Are sales important? Absolutely. Knowing how much Amazon is charging you to sell the item is equally important. Don’t forget about fulfillment fees if you’re using Fulfillment By Amazon. We often recommend you do due to increased visibility. Advertising cost? A must. Did you factor in that promotion you ran last week? It’s all important to know. Knowing when to focus on growth and when to focus on profitability is key to cost analysis.

Visibility is the lock. But what is the key? There are actually a fews keys to open this lock. Advertising gets your product in front of an audience. Promotions, such as Coupons and Lightning Deals, lower the barrier to purchase for consumers. Prime offers target a very active audience of customers that want their products and want them now! A well-written listing can solidify the success of all these factors. Once you’ve opened the door, we encourage you to get a wide and large net to capture all of the sales.

Tracking your progress. There are lots of systems out there that can help you track your KPIs but you have to know what to track first. Amazon’s reporting can leave something to be desired. There are a few key metrics in there though that are incredibly helpful. Here’s the essentials: Conversion Rate, Impressions, Product Rank, Review Rating, Keyword Indexing, and Search Ranking. Seem like a lot? It is. But it’s all data you need to know in order to determine if you’re making headway on Amazon or you’re just wasting your time. More often than not, you’re just not making the changes you need to make because you don’t have the data you need.

Optimize everything. Once you’ve collected some data, what do you do with it? Use it! Advertising provides you with a wealth of real customer data that you can then tie back into your listings. You can also create new advertising campaigns focused on these customer revelations. When you notice that people are visiting your listing but aren’t purchasing what does that mean? How do you make the appropriate changes? Use data and use it often.

Conclusion. There are a lot of things that need to be accomplished in order to really tackle Amazon with purpose and results in mind. It takes a team to truly get results. It also takes time. Don’t put up a listing and expect it start flying off the figurative shelves. It takes work paired with constant observations and optimizations. Take it from us, we’ve built a few businesses on Amazon. Maybe yours is next. What do you say?

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Peter Sims

Sales Executive & Brand Evangelist

Pete has been on Amazon for 3 years now and is very happy to found a home at Velocity Sellers. In his free time Pete is an avid hiker, runner, and bowler. He also enjoys reading any book he can get his hands on and making some tea to go along with it.

Arlind Hoxha

Creative Manager

As the Creative Manager at Velocity Sellers, Arlind leads with expertise honed over many years in creative agencies. He brings a wealth of experience guiding designers and excelling in ecommerce-focused endeavors. Beyond his professional prowess, Arlind is an avid gamer, seamlessly blending creativity and strategic thinking.

Florence Palahang

Administrative Manager

Holding a BS in Accountancy from Davao City and boasting seven years of experience as a Virtual Assistant, Florence has established herself as a valuable asset. With a background spanning 95 clients worldwide, she has found her niche at Velocity Sellers, focusing on Amazon marketplaces. Beyond work, Florence enjoys reading, crochet, and baking. Her collection of plants adds vibrancy to her mornings, and witnessing her family enjoy the outcomes of her efforts brings contentment to her universe.

Kiley Forche

Treasurer

An MBA graduate specializing in Finance, boasting 11+ years of expertise. Joined Velocity Seller in 2018, contributing to our growth. Outside work, treasures family time, exploring new destinations, and passionately supports Buckeye Football

Miljan Milev

Sr. Project Manager

Seasoned project manager adept in data and e-commerce projects, collaborating globally. Outside work, finds joy in traveling, cherishing moments with family and friends.

Camilla Messmer

Sr. Project Manager

University of Arkansas grad in Supply Chain Management, excelling in eCommerce project management. Enjoys baking, travel, and writing, adding a touch of creativity to every endeavor.

Zach Taylor

Director of Logistics

Zach, a graduate with a Sociology and Environmental Science degree from the University of Montana, has consistently found himself drawn to running businesses and improving business systems, logistics, and operations throughout his professional journey. In his free time, he enjoys cycling, running, and spending quality moments in the mountains with his family.

Chris Prall

Director of Advertising

A former chef turned Geomatics graduate. While studying, he delved into managing PPC campaigns for Amazon agencies and e-commerce clients, uncovering a passion for data-driven strategies. A maestro in crafting successful PPC campaigns, he’s fueled by driving client growth, from startups to 8-figure brands. Beyond work, Chris savors cooking, vinyl collecting, camping, and embracing the great outdoors

Steffanie Morrison

Director of Sales, Sr Marketplace Analyst

Steffanie brings a rich e-commerce background since 2013, selling products and advising brands. An analytical mind with degrees from Northern Illinois University and the University of Hartford, she resides in New Hampshire, relishing family moments, travel, and outdoor adventures like hiking and skiing with her husband and kids.

Eric Peterson

Director of Brand Onboarding

Master’s in marketing, film degree from Minnesota State University-Moorhead. At Velocity Sellers, he crafts brand value, excels in client service, and loves problem-solving. An advocate for animal welfare, he enjoys cooking, classic movies, and time with his dogs.

James Dee

Director of Brand Management

Over 20 years in e-commerce mastery, specializing in Amazon. Proven brand builder and business owner. Outside the office, a proud parent to five, including a Division 1 soccer player. Enjoys family time, the outdoors, and all things soccer.

Lisa Zajdel

Executive Director

Results-Driven Executive Director. With two decades of expertise in merchandising and retail, including a successful tenure as Kohl’s Private Label Buyer & E-commerce Manager, Lisa brings over 14 years of invaluable experience on Amazon. Her dedication to delivering results is unparalleled, ensuring a strategic, seasoned approach to optimizing your business for success.

Andrew Warner

CFO

Andrew Warner, Velocity Sellers’ CFO, occupies a central role in our financial triumph. His sharp fiscal oversight guarantees our operational efficiency, ultimately empowering our team to deliver unparalleled services to a global clientele, consistently setting high standards in the industry.

Jake Schwarzbaum​

CEO

As the Co-Founder and CEO of Velocity Sellers, Jake Schwarzbaum co-launched the company while supporting his father, Nathan, during leukemia treatments. His dedication to helping brands succeed on Amazon, without relying on automated systems, drives Velocity Sellers’ commitment to excellence.

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