From posh treadmills and luxury skincare to sports memorabilia and industrial equipment, customers can truly buy anything on Amazon. Selling high-priced products like these on the channel can be lucrative, especially for existing businesses with the correct margins and operations. However, higher-priced selling comes with its own set of challenges. Rich price tags can make customers hesitant to actually convert, which means sellers must employ strategic tactics and marketing to reassure potential buyers. Ready to learn more about the art of selling “expensive stuff”? Here are three key strategies to effectively sell high-priced items on Amazon while maximising revenue and growing your business.
1. Create Product Listings with High-Quality Content
Customers who consider purchasing a high-priced item expect a certain level of quality not just in the product, but also in the presentation of the product. Your brand presentation and product detail pages may be the first impression customers have, so it's crucial to make it as compelling as possible.
- Professional Images: A picture is worth a thousand words, and this is especially true when driving purchases for items beyond impulse-buying. As a seller or vendor, you should invest in high-quality, professional photographs. These must showcase your product from all angles, illustrate the product's scale, and utilise sharp lifestyle photography and any high-end features or materials.
- Detailed Title, Descriptions and Bullet Points: Ensure the title is optimised and presents your product well. Provide comprehensive descriptions that highlight the benefits and features clearly. Use bullet points to break down the most critical information, making it easily digestible. Focus on how your product stands out from lower-priced alternatives.
- A+ Content: Utilise Amazon's A+ Content feature to enhance your product descriptions with rich text and images. This can help convey the value of your product more effectively, allowing you to include comparisons, detailed specifications, and lifestyle images. All of this content should highlight the value proposition and show what makes the product worth its price-tag.
2. Leverage Reviews, Brand Presence, and Social Proof
Trust in the product and brand is a significant factor in all purchasing decisions, especially for more expensive items. To effectively persuade new buyers, you will need a stellar product with excellent content, plus a well-rounded plan to attract and convert customers.
- Encourage Reviews: Actively encourage satisfied customers to leave positive reviews, ensuring you are within Amazon guidelines for customer contacts. This can be done with external software tools, within Seller Central, or on social or other channels. Verified reviews from legitimate purchasers are one of the best ways to kickstart the Amazon flywheel with products at all price points. If you plan to use Amazon Vine, be sure to strategise how this will work as it requires offering products for free to customers.
- Address Customer Concerns: Five-star ratings and solid customer service can help communicate product quality and legitimacy to potential buyers. High ratings can significantly enhance your product's attractiveness and encourage your best seller ranking to rise. Be sure to comply with Amazon policies and do your research to best promote your brand on Amazon. For example, some categories (such as luxury beauty) are gated. Certain features, like premium A+ content or ad types may not be available to all merchants or all categories. There may also be concerns around shipping and logistics for storing and shipping expensive items. It’s important to know Amazon policies, use Amazon FBA and customer service to your advantage, and carefully work to avoid trouble. It’s obvious, but returns or lost inventory will be more costly for higher-priced items and should be avoided from the start. For this reason, do not list products that aren’t already vetted and selling well and be particular about your catalogue size.
- Showcase Social and User-Generated Content: Social media, off-Amazon reviews and reputation, and additional content (such as your website or other channels) will be more closely scrutinised by customers looking to pull the trigger on buying a high-priced item on Amazon. Consider user-generated content, such as customer photos or videos. On social media, these can also add a layer of authenticity and trust to your Amazon listings, as long as you are adhering to brand tone and style. You might also consider influencers if the budget allows.
3. Defend and Promote Your Brand
- Invest Properly in Amazon Advertising: While marketing is important for all categories, high-priced items will need an even better ads strategy to defend against the competition. As well as regular PPC campaigns, it will be necessary to implement brand defence and competitor conquesting campaigns.
- Use Keywords to Your Advantage: Ensure customers who are searching for your product can find it. This requires an effective SEO and keyword strategy (for Amazon Advertising and on-site content). Use long-tail keywords to filter out cheaper alternatives and fakes. When customers can see your listing front-and-centre when they search and browse, they will be more likely to purchase.
- Brand Registry: Be sure to enrol in Amazon Brand Registry (and adjacent programs, such as Amazon Transparency) to fully protect and police your brand against counterfeits and fakes. Take quick action to avoid negative reviews and issues that could damage your brand reputation. Customers should be able to tell what is authentic and be assured they are buying from a reputable place.
Ready to Sell High-Priced Items on Amazon?
Selling higher-priced, higher-value products on Amazon requires brands to focus on quality, emphasising trust, and investing brand defence. This means crafting a good marketing strategy and using Amazon resources (such as the Brand Registry and Amazon Ads) to promote your brand. By enhancing your product listings, leveraging social proof, and delivering a solid customer experience you can successfully overcome the challenges associated with selling more expensive items in any niche or category. Remember, the key is to communicate the value of your product clearly and effectively, making the high price seem justified and ultimately leading to more sales. If you are interested in tailored, expert help and services for brands of all stages (from social media to account management), contact eCommerce Nurse.
