Getting your DVD listed on Amazon.com is important, but it’s only the beginning. How would the average surfer find your item? Would they want to buy it if they know nothing about it? Here’s what I’ve learned through promoting our “It Came From Animatus” DVD.
1) GET LISTED
Amazon has two options for people looking to sell products (vendors).
ADVANTAGE: Amazon takes 55% of the purchase price, with a $40 annual fee. Designed for producers or distributors with many titles to sell.
MARKETPLACE: For people trying to sell their stock of a pre-existing item. Like they would on Ebay or Half.com. Not really an option for a first time listing.
If you have a distributor, it makes sense for them to set up the Amazon listing for you, as they will be dealing with them often with many titles. We had Bifrost Distribution handle this for us.
2) EDITORIAL REVIEWS
This is important to have, as this is your way to describe your video. When Bifrost submitted our product, they included a detailed description of the movie, including stars and critics’ quotes. Make sure Amazon gets an image of your cover. I’m surprised by how many independents don’t have cover images.
3) CUSTOMER REVIEWS
Ask someone you know to post a favorable review of your item. You’d hate for negative comments to be the first ones visitors see.
4) LISTMANIA
Now the trick is to drive people to your product page. By creating lists of similar items, you may be able to attract browsing customers. Here are two lists that feature our DVD, “It Came From Animatus,” as well as other cartoon books & videos.
Renegade Animation List
The Animation Workshop List
5) SO YOU’D LIKE TO…
A variation on the Listmania idea. Here’s where you write an essay about a topic, for example: “So you’d like to become an animator.” In your essay, you include many links to products offered by Amazon. This is something I may be doing in the future.
6) CUSTOMERS WHO VIEWED/PURCHASED THIS DVD ALSO…
Unless you can get tons of your friends to buy multiple items, including yours, on Amazon, I don’t see a way to control this function. But this is how Amazon drives customers to similar products.
7) OUR CUSTOMERS’ ADVICE / WHAT’S YOUR ADVICE?
[Note: Since writing this article, Amazon has done away with the customer advice feature.]
This option is not available for every product, but it’s a cool way to get your item linked. First, you must login with an account you’ve used in the past to make purchases. Then copy your ASIN number from your product page. Go to a page for a similar item. For instance, I’d like to recommend “It Came From Animatus” to those viewing the “Animation Show” page. I click on “Recommend an item!” and then enter in the ASIN for “It Came From Animatus.” If yours is one of the only recommendations, your item will be linked on the product page within a couple days. You can only vote once per account for any given product, but friends may be able to help. Go to many similar items to spread the recommendations around.
8) ASSOCIATES ACCOUNT
If you want to drive people from your own website to buy the product on Amazon, sign up for an Associates Account. That’s Amazon’s affiliate program. Not only could you drive sales, but you get a small commission back from each sale. Plus, it’s free!
