In the vast realm of e-commerce, where millions of products compete for attention, effective catalog management becomes crucial in achieving success and delighting your customers.
If you’re an e-commerce seller, you’d know that merely listing all your products won’t lead to sales on Amazon.
Your products should be readily discoverable and visually appealing.
Amazon catalog management just does that for you!
It is about arranging your products in a way that helps customers quickly find what they’re looking for. You need to add the product to the right category, give the right title, add clear pictures, and all other helpful details.
When your products are appropriately arranged and presented in an appealing manner, they attract greater attention, potentially resulting in increased sales.
In this article, we’ll discover how to create and manage your catalog on Amazon. We’ll also learn about the common catalog challenges and the troubleshooting steps.
In simple terms, catalog management is a crucial part of e-commerce, helping you structure your entire product database in a way that makes it accessible and presentable across all your online marketplaces. This way, you bring confidence in potential buyers, ultimately driving conversions.
At the core, the idea is similar across all marketplaces, like Amazon, Etsy, and eBay. However, you should be familiar with the functional aspects tailored for each market to establish your brand’s digital presence.
In the product catalog, you can find essential details of your SKU or ASIN, such as color variants, sizes, pricing, country of origin, material composition, and more. Each product type necessitates distinct specifics to comprehensively inform shoppers.
In a broader context, implementing an efficient catalog management system offers a dual advantage: enhancing sales and refining customer experiences. You can achieve this by effectively monitoring product/service offerings, checking for counterfeits and duplicate listings, ensuring accurate and up-to-date pricing, and optimizing the order process for seamless transactions.
There are significant benefits to effectively optimizing and managing your catalog. Here are the reasons:
SEO (Search Engine Optimization) is an instrumental factor in catalog management, which supports improving a website’s search engine ranking, driving traffic to the site, and boosting the store’s overall visibility. You should optimize essential product metadata like titles and descriptions so your products can ascend in search results and attain heightened visibility. This strategic approach increases traffic, thereby boosting your sales.
Catalog management ensures that your product information is up-to-date and consistent across all platforms, avoiding confusion among your target audience. Furthermore, you can avoid the risk of inventory management, overstocking, and understocking, which significantly saves your time and effort.
A well-managed catalog ensures you have accurate and up-to-date product information. This helps lower the chances of misleading customers. When your products are indexed correctly and optimized with the right keywords, they become easy to find, leading to a user-friendly experience for customers.
Here are the steps you should consider to manage your catalog on Amazon:
Each product listing can include various versions of the same product family (like different sizes and colors of a Nike running shoe). The main product group is called the “Parent,” while the variations are known as “Child.”
You have flexibility in how you organize these listings. To find the best approach, consider what makes sense for customers and how it might affect search results.
Remember, the more products you group under one parent, the better your search ranking can be.
Also, pick the correct category for your product on Amazon. If you’re unsure, opt for a category with less competition or the one that seems the right fit for your audience – it improves your chances of earning the “Amazon’s Choice” badge.
A product listing provides comprehensive information about your product. It showcases images and videos of the product, presents detailed product descriptions, and includes customer reviews from those who have previously bought the item.
Here are various factors you should consider while listing your product:
Ensure your product listing shows clear and accurate product information, appealing visuals, and competitive pricing to significantly impact the success of your business.
To know more about Amazon product listing, check out this article.
If you’re uploading a new product on Amazon, here’s a step-by-step guide to effectively list it:
This systematic approach allows you to seamlessly introduce your new product to Amazon’s platform.
Let’s now move to the Flat File,
Amazon Flat File is like an Excel sheet given by Amazon. It’s the quickest way to do large tasks at scale.
For instance, if you need to create multiple listings, say 10, 100, or more at once, you don’t have to upload or edit each one and make changes separately. It consumes a lot of time. Instead, you can use the Flat File to do all the hard work in a simple and fast manner.
One of the best things about using this file is that you get feedback if any mistakes or changes aren’t working in your catalog. You’ll get feedback that explains what went wrong and why there’s an issue.
For this example, let’s consider you own a brand that focuses on the Home Decor category, like vases, organizers, and more. You want to put these products on Amazon all at once using the Flat File feature.
Here’s how you do it:
Follow these steps to list your Home Decor products efficiently on Amazon using the Flat File feature.
Amazon Brand Registry refers to a specific department or feature designed to safeguard and enhance brand ownership and identity on the Amazon platform. From the time you register on the Amazon Brand Registry system, you will get better control over your brand identity and get direct communication with Amazon 24/7/365. With the tools that Amazon offers, you can identify and report copyright violations and start taking action. Amazon will use this information and will contrast it with the product, listing, and seller that could be infringing on your product.
Since you are a registered brand owner, you have control and get the counterfeiter blocked by Amazon. Other than that, you can also identify the counterfeit, or non-authorized sellers and raise a complaint to Amazon.
Also, only a registered brand can change its listing title, images, or descriptions or claim any of its product listings and control its brand presence on Amazon.
As you upload your catalog, you also need to check Amazon for any duplicate listings of your product using your product or brand name or any common nicknames. You don’t have to create new listings, if similar ones already exist. If you find similar listings, identify the listing with the highest reviews and merge your listing. Use Seller Support to submit a ticket to merge these duplicate ASINs. Repeat this process for all duplicate listings you find.
The more products you sell, the harder it gets to manage your product catalog. Here are some of the most common catalog management challenges that you’d come across while running your business:
Managing your products across various platforms like your online store, Amazon, and Facebook can be a challenge. Each platform has its unique way of displaying your products.
Different marketplaces might need specific details about your products. This means you need to know what each marketplace wants and how customers see your products.
Moreover, you should make sure that the information about your products is the same across all marketplaces. This consistency ensures that your customers get accurate details regardless of the marketplace where they are shopping for your products.
Efficient management of your catalog plays a pivotal role in getting the trust of your customers. With catalog management, customers can effortlessly locate the products they are in search of.
Consider a scenario where a shopper is actively seeking red socks on your online website. However, a potential sales opportunity is overlooked if the search results display black socks instead of red socks on your online platform.
Moreover, online shopping welcomes all kinds of customers. Most of them start browsing without a specific product in mind. This is where you need an organized online catalog.
When your catalog is neatly arranged, customers can browse around easily and find what they’re looking for. This helps them quickly locate products they want, like sorting items by price, sub-categories such as “tops” or specific sizes like “XL.”
If you don’t add your product information clearly, you will get more returns from your customers. It would be then hard for you to build customer loyalty, which is crucial for your brand growth.
Customer returns are just a part of your online business. But if you observe increased returns for specific products, you should analyze the information you added and find ways to improve the description, images, and title. This can help reduce returns and also make more people buy from you.
If you organize your catalog better, you can reduce returns that occur due to misinformation or unclear descriptions. This way, you not only boost your sales but also improve customer satisfaction and reduce return rate.
Certain e-commerce brands maintain separate catalogs to differentiate audiences, like having one for regular customers and another for business-to-business (B2B) clients.
A common challenge occurs when your catalog fails to address specific audience needs. Consequently, the content and details featured across these catalogs often appear too alike. This oversight can lead to complications, particularly when there’s a desire to exclusively showcase bulk pricing options for B2B clients.
So ensure the information displayed in different catalog types accurately matches the preferences and requirements of the respective audiences. By paying attention to these, you should create a seamless and satisfactory journey for both regular customers and B2B clients.
Product tags are descriptive labels applied to items to help organize and track them within a warehouse, store, or during shipment. These tags often contain the product’s name, a barcode for easy tracking, relevant product details, and occasionally the SKU number. The majority of prominent e-commerce platforms, including Shopify, WooCommerce, and BigCommerce, allows you to assign tags to products during the process of adding them to your online store.
If your catalog isn’t managed well, the tags on products can be wrong. This causes problems inside the company, like confusion about how much of a product is left. It also makes it harder for customers to find what they want because the tags show the wrong information.
Experiencing problems with your listing on Amazon is not uncommon. These issues usually arise from violations of their regulations.
Why would these violations occur?
If your listing is suppressed, you can still rectify the situation by addressing the underlying issues. You can do this through Amazon Seller Central:
For instance, if your issue is image-related, replace non-compliant images with the ones that meet Amazon’s criteria. Note that the primary image should feature a white background and the product occupying 85% of the frame.
For other issues, consult the “Issue(s) to fix” column, and highlight missing or incorrect data. Add necessary information or correct inaccuracies, then save your changes.
In case you can’t solve the above issues, then you can raise a case with Amazon. To achieve that,
Amazon catalog management is the art of presenting products in a way that captures attention, nurtures curiosity, and guides customers toward informed decisions. By weaving together clear communication, engaging visuals, and consistent branding, you can not only enhance product visibility but also cultivate a unique shopping experience that resonates with shoppers in the bustling digital marketplace.