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Don’t just rely on dynamic keyword insertion, but take the time to properly structure your account by building separate ad groups for each set of closely related keywords.

In the example before, each of the 3 pool related keywords is a different theme and should be in different ad groups.

Landing Page Experience

This final Quality Score component measures what happens after a user clicks the ad.



In reality, there are two different ways to make your products available on Amazon selling physical products on Amazon:

Vendor Central: Selling to Amazon. Where Amazon gets to set the price and for the most part dictate your inventory levels. This is currently an invite-only program.
Seller Central: Selling on Amazon. Where the seller sets the price and decides how much inventory is at Amazon. This program is open to all without an invite.
I am not going to go into the virtues of each platform in this article. However, if you sell to Amazon (sometimes called 1P) through Amazon Vendor Central, you have to consider how Amazon will be pricing your items.

Remember, if your price falls below your website or other channel prices, you can lose your higher margin sales to Amazon.

According to Amazon, they say they don’t price match. However, if you are selling to Amazon on Vendor Central, Amazon will often match the lowest price that they find for your product.

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Getting Amazon to raise the price back up can sometimes be a herculean feat. However, in some cases, if the algorithms see that the lower prices have been raised from the websites they are monitoring, they will restore the price the items originally sold at.

That said, if you have multiple sellers on the listing, getting the price restored can mean a rehaul of your entire distribution channels.

Amazon is a site where prices are almost completely dictated by supply and demand.

The better your product is ranking on Amazon, the more Amazon Vendor Central could be interested in selling your product, but also the more resellers will be looking to purchase your items.

What happens with the pricing of many items on Amazon is that while the product has more demand than supply, the price holds steady.

As resellers jump on the listing, supply can start to outpace demand and sellers anxious to move their inventory drop their price.

This causes a cascading effect for all of the resellers on that listing all matching the lowest price seller.

2. Controlling the Price of Resellers

Amazon has no financial interest in helping you protect your price or margins on Amazon. The lower the price, the better Amazon looks to consumers.

Amazon does not have any way for brands or manufacturers to remove sellers based solely on the price they are offering.

There is a way to control your price and protect not only the sales on your ecommerce site but also the sales from your brick and mortar stores. That is to control your distribution on Amazon.

Controlling your distribution is the most effective way to protect your products from price erosion on Amazon.

For most brands, this means having strong reseller agreements in place with your distribution channels and individual sellers.

Casey Vaughn is an attorney at Vaughn Law. She helps brands and sellers with the many legal issues that can come from selling on Amazon. Her advice:

“Starting with a robust distribution agreement is the best thing a brand or manufacturer can do to control its products and protect its prices over the long term. These agreements set out exactly what you expect from resellers, including your MAP policy and where the products may be resold. When resellers sign your contract, they agree to be legally bound by your terms. If someone does not abide by the terms after signing, they are in breach of contract, and you have several easily enforceable remedies at your disposal. For resellers, many appreciate knowing up front what is expected of them. Sitting down and having a real tête-à-tête about what is expected from both sides through this type of distribution agreement can save many headaches in the future.”

Once your price starts to plummet, it can take 3-9 months to recover from the price disruptions on Amazon.

The key to protect the future sales of your products is to:

Have a clear and enforceable reseller agreement.
Limit the number of sellers offering your product on Amazon.
Having a Plan Is Key

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It is possible to both sell on Amazon to capture as many Prime customers as possible while limiting the number of sales that you might lose on your higher margin ecommerce site.

With its large base of customers ready to buy new products, it can be tempting to rush into selling on the Amazon platform.

However, to achieve long-term success, it is essential to:

Think about the consequences of selling on Amazon.
Have a clear plan.
Understand what drives the prices on the market.
Conversely, just not having your product on Amazon to avoid the potential pitfalls of the marketplace can lead to loss of control of how your product is represented and marketed in Amazon.