Amazon Product Differentiation with Jon Tilley of ZonGuru - a podcast by Michael Veazey

Amazon product differentiation has massive value, especially when selling on Amazon. You need to be on top and relevant to your consumers to truly succeed.


Problem: Can I differentiate product? If yes, how?Data is 50% 

It’s about understanding your customer avatar (target audience)Needs
WantsLoves
Hatesfears

Connect on a functional and emotional level. There are a lot of ways to tackle this. 
You HAVE to differentiate your product:Images
BrandHow you communicate product
The functional difference - the function of a productIt’s tied to the algorithm - more clicks and more conversions

It’s about commercial viability  - you have to keep your net margin!How to differentiate and keep your margin?
Firstly get info from your avatar. “Love-hate tool” - word clouds all the neg and positive phrases from Amazon for a specific category 

This is an important piece of information input - very quickly see if there are common themes and trendsDifferentiating the product
Functionally - if I could do that, how?Visually - based on aesthetics, how to do it?

Functional differentiation is important - but the second question is how to do that without massive cost. It may be something that is not “weatherproof” enough. 
Brand and images Even though today many people do a better job, there are still just people wanting to spend just a few $ on Fiverr.com

Jon will put an image set with top brands in the world. “Tinder for products” 

For PL: “The Love-hate tool” Word clouds of what people love or hate about a product
First, find a cool ideaNow how do I differentiate the product? 

The more intelligence the better. Used to have a VA to sift through reviews. 

Then you can dive into those as needed. Image or benefit overlays or actual product. 
Competition analysisLooking at the competitors historically

How long have they been around? Are they consistent? 

There are tools that track competitors. Keyword spotlight - recently developed a tool
Backend keywords  for any competitor This is different to reverse ASIN search - these are NOT visible.

Are competitors following Amazon’s TOS?For example, all the competitor’s brands. 

Or even keyword searches for different categories. Why is tracking keyword ranking important?There is a keyword tracking tool up to around position 100

Understanding how you and your competitors track for keywords is critical. You have to be visible for specific keywords  

Being on page 1 vs. Page 2 What are the main keywords  I want to target? 
How are you ranking for those?More advanced strategy - it’s harder to rank these days for short-tail high volume keywords. 

So if you can identify some mid-volume keywords that are less competitive. If you get sales from those, and you get a halo effect for the short-tail high volume keywords. 
Relevance is keyHowever, USING ZONGURU

amazingfba.com/zonguru Best way to provide value - just charge $1 for the first month - try for 30 days

Once you choose a package, there is a lot of flexibility on the tools you use. Some of the links on this page are affiliate links, which means that if you choose to make a purchase, I will earn a commission. This commission comes at no additional cost to you. Please understand that I have experience with all of these companies, and I recommend them because they are helpful and useful, not because of the small commissions I make if you decide to buy something. Please do not spend any money on these products unless you feel you need them or that they will help you achieve your goals.

Watch my full interview with Jon Tilley

Further episodes of Amazing FBA Amazon and ECommerce Podcast, for Amazon Private Label Sellers, Shopify, Magento or Woocommerce business owners, and other e-commerce sellers and digital entrepreneurs.

Further podcasts by Michael Veazey

Website of Michael Veazey