Amazon FBA is booming – more and more products are being sold by more and more sellers on the marketplace. How can you still become a successful FBA seller? You have to offer the right unique selling points. We’ll explain to you how to do this.
What is a USP?
First of all, let’s clarify what the abbreviation USP means. USP stands for “unique selling proposition” and is referred to in German as a unique selling point. For Amazon sellers, this means that the USP differentiates your own product from those of your competitors and offers your target group added value.
The USPs give you a reason to choose your product instead of the competition. And this pays off in the long term through satisfied customers, good reviews and good seller performance. It is therefore all the more important that you think about the USPs of your product in good time.
Why are USPs so important?
According to Toppharmacyschools, almost every product is already sold on Amazon. So you need to give your target audience a reason to choose your new product instead of one that is already being sold on Amazon. This reason is your unique selling points. Be it a product addition that the buyer can only get from you or special product features – there are many USP variants.
5 tips: How to find unique selling points for your FBA product
In order to offer an innovative product on Amazon, you don’t have to go all out on product development. Even small changes and adjustments can have a big impact.
Tip 1: Offer better product listings
If you have found a product for which your competitors do not yet have an optimized listing, perfect titles, product photos, etc. can already be an effective USP. Admittedly, the number of non-optimized listings on Amazon is getting smaller and smaller. But these cases can still happen: a product with only one image, no bullet points or no keywords in the product title. Regardless of whether it will be a USP for your product or not, you should attach great importance to an optimized listing.
Tip 2: Analyze reviews
When it comes to developing USPs for your product, one thing is particularly important: the demands of your target group. A unique selling point that does not offer any added value for your target group will not bring the desired success. Instead, pay attention to your customers’ wishes. You can find these, for example, in the Amazon reviews of your competitor products.
Especially in reviews with 3 or 4 stars, you can often find helpful information about what the buyers didn’t like or what improvements they would like to see. These are exactly the points where you should start in order to derive USPs for your product.
Tip 3: Improve the product
The best and most long-term way for your USP is to change the product itself. These changes can, for example, relate to quality, design or functionality. For example, your product could offer more features or better durability than the competition. It is also possible to use a unique design as a unique selling point
Tip 4: Offer goodies and bundles
Imagine you have the choice between two very similar products: While retailer X only offers the product itself, retailer Y gives you a small physical product, an e-book or something else for free. Which product will you choose? Use this opportunity to offer goodies and bundles with other products as USPs. But: Calculate the costs for this in your margin calculation, so that your USP does not become an expensive cost driver.
Tip 5: The price as USP
The price itself can also be a USP. If you are the only retailer who offers the product at a cheaper price – assuming the listing and the product are of the same quality as your competitors – this can be exactly the added value that encourages your target group to buy.
Conclusion: Find the right Amazon FBA USPs and use them effectively
This article is intended to show you how crucial USPs are to your success as an Amazon seller. It’s best to think ahead of time about what unique selling points make your products better and how you can implement them.
Also important: play the USP card to the fullest and use the special features of your products in marketing terms. Show the USPs in your product images, emphasize them in the product listing – make your target group aware that your product offers exactly what they are looking for!