Amazon Account Management London

The basics

What is Amazon account management?

Amazon account management is the ongoing work of running a seller's presence on Amazon so that products are found, bought and profitable. It covers the advertising campaigns, the content of each listing, the keywords each product ranks for, and regular checks on prices, stock and account health.

Most sellers start by doing all of this themselves. As the catalogue and the advertising spend grow, it turns into a daily task that pulls attention away from sourcing, stock and customers. Handing it to a manager gives you that time back and usually improves the numbers, because someone is looking at the account properly every week.

What we do in detail

Amazon advertising

Amazon's adverts appear in the search results and on product pages, and for most sellers they are the main lever for growth. We manage the three main types.

Sponsored Products promote a single listing in search results and on competitors' pages. This is where most budgets belong.

Sponsored Brands show your logo, a headline and several products at the top of the results. They are available to brands enrolled in Amazon Brand Registry.

Sponsored Display reaches shoppers who viewed your product or similar ones, on and off Amazon.

We build a clear campaign structure, separate the searches that convert from those that only cost money, add negative keywords, and adjust bids towards a target advertising cost of sales, known as ACOS, that leaves you a profit.

Listing optimisation

The listing is your shop window and your salesperson. We rewrite the title so it carries the most important keywords and still reads naturally, turn the bullet points into reasons to buy, tidy the description and fill the backend search terms that shoppers never see but Amazon's search uses.

Amazon SEO

Amazon is a search engine with its own rules. It favours products that are relevant to the search and that sell well when they are shown. We research the terms shoppers use, place them in the right parts of the listing, and track where each product ranks for its main keywords, so you can see organic positions improve alongside advertising.

Images and A+ content

Shoppers decide largely on pictures. We review your main image, lifestyle images and infographics against Amazon's requirements and your competitors, and give you a clear brief for improvements. For registered brands we advise on A+ content, the richer section of images and text lower on the page.

Account checks

We keep an eye on suppressed listings, stock that is running low, pricing problems and warnings in Seller Central, and tell you when something needs your attention.

Who this package is for

• New brands launching their first one to three products on Amazon UK.
• Private label sellers whose sales have levelled off.
• Sellers who run their own adverts and suspect they are overpaying.
• Established businesses adding Amazon as a new sales channel.
• Brands selling on Amazon UK and Ireland that want consistent listings in both.

If you have more than three listings or more than one brand, tell us what you have and we will quote for it.

Understanding ACOS and why it matters

ACOS stands for advertising cost of sales. It is your advertising spend divided by the sales those adverts produced. If you spend £20 on adverts and they bring £100 of sales, your ACOS is 20%.

Whether 20% is good depends on your margin. If you make 35% on each sale before advertising, a 20% ACOS leaves a profit. If you make 15%, it does not. So the first thing we do is work out your break-even ACOS for each product. Every bidding decision after that is measured against it.

We also watch the wider picture, sometimes called TACOS: advertising spend against all your sales, including the organic ones. When that figure falls over time, your adverts are doing their real job, which is lifting your organic ranking.

Why a brand website helps your Amazon sales

Many shoppers search Google for a brand before they buy from it on Amazon. If they find nothing, some of them hesitate. A simple brand website with product pages, guides and buy buttons that lead to your Amazon listings gives them confidence, gives you a home that you control, and sends extra traffic to Amazon, which Amazon's ranking system rewards.

We have built this kind of site for three brands, all in our portfolio. It is a service few Amazon agencies can offer, because they do not build websites, and few web designers can offer, because they do not understand Amazon. Brand websites start at £306 for a single page.

Common problems

The Amazon problems we are asked to fix most

High ACOS. Advertising is eating the profit. The cause is usually automatic campaigns left to run unchecked, bids that are the same for every keyword and no negative keywords. We restructure the campaigns and bid according to what each search is worth.

Sales that have stalled. A product that sold well at launch has slipped down the results. Often a competitor has improved their listing or is outbidding you on your main keywords. We compare the listings side by side and close the gap.

Plenty of clicks, few orders. The advert is working and the listing is not. Weak images, a vague title, few reviews or a price out of line with competitors will all hold the conversion rate down. We identify which it is.

Not found for the obvious keyword. If a product is not indexed for a search term, it cannot rank for it. We check indexing for your important keywords and correct the listing where terms are missing.

A new product with no sales history. Amazon gives little organic visibility to a product with no sales. A planned launch, with focused advertising on a small set of relevant keywords, builds the first sales and reviews within Amazon's rules.

If you recognise one of these, send us your product links. We will look at the listings and give you our honest view before you pay anything.