INTRODUCTION:

Amazon is growing fast – and so do sellers’ interests in expanding to new markets. With the additions of Amazon Sweden, Amazon Netherlands and, most recently, Amazon Poland, the eCommerce giant now counts 18 marketplaces worldwide. This allows Amazon products to reach over 300 million active site users across the globe who turn to the online retailer to fulfill their shopping needs.

However, the real challenge of reaching Amazon consumers does not lie in ironing out the often minute bureaucratic details of signing up for a new global marketplace, but rather in preparing the appropriate Amazon listings that will speak to them, quite literally, in their own language.

Herein, then, come the pitfalls new and seasoned sellers alike fall into: not taking into account the intricacies of each marketplace and, of course, the seller-to-customer communication barrier that crosses borders and cultures.

In this article, we’re going to examine the most common mistakes sellers make when deciding to foray into new marketplaces and see how easy it is to avoid them by tapping into the power of translation services and marketplace-specific Amazon SEO.

1. Using automatic translation 

Presentation is critical when it comes to product marketing, and that extends beyond snapping perfect pictures or preparing the most eye-catching infographics. Each Amazon product listing features dedicated sections where sellers are allowed to showcase product features and benefits, which, if conveyed in a way that resonates with those browsing the listing, can lead to conversions.

Nevertheless, if the language used in said listings is poorly translated, then the feeling conveyed to those browsing it is one of confusion. You can see why, then, language translation plays a crucial role in succeeding in international marketplaces. Suffice to say that using Google Translate, Amazon’s auto-translate feature, or anything other than professional translations services will not help you win customers – quite the contrary!

That’s why it’s imperative that you hire a translation company that employs a professional translator team that’s ready to do the work for you – the right way. It’s a small investment in the grand scheme of things, but it does, however, pay off in great dividends.

   2. Not establishing a connection with customers

Going beyond employing professional translation services, your translation agency of choice should understand the nuances of each market and how customers respond to the way your products are presented in their listings.

Cultural and geographical differences influence purchase decisions and should be an important consideration when crafting an attractive listing yet in tune with what works best and helps draw in Amazon users in a way that feels authentic and relevant.

For example, listing performance data shows that those shopping on Amazon US respond best to listings that use more sales-friendly, lighthearted copy. On the other hand, customers on Amazon DE find all flowery language redundant and feel that it takes away from what they seek to find out about the product at hand, which is its features and uses. So, for this market, it is imperative that listings use language that is clear and concise and further helps avoid customer dissatisfaction by unknowingly overpromising or giving the wrong impression regarding the product’s capabilities.

   3.Failure to conduct marketplace-specific SEO

Do customers search for products using the same keywords on, say, Amazon US and Amazon ES? Well, while some may think so, reality proves otherwise, and for a reason.  First off, literal keyword translations often don’t correspond to anything of substance in the language of translation. Second of all, it’s understandable that people in different countries, and at times within different regions of the same country, will look up for things in different ways. 

For example, within the United States, customers looking for women’s bag can search for “bags for women” or “bolsas para mujeres”. While the latter keyword may seem out of place, it does, however, make sense given the large Spanish-speaking population in great parts of the United States. Without proper keyword research, though, you’re bound to lose out on sourcing the right keywords for your Amazon listing optimization, and, as such, do a poor job on making the most out of your Amazon product page.

   4. Skipping measurement conversions & packaging translation

It’s simple: customers want to know what they’re getting without having to whip out a calculator or open another browser tab to do unit conversions. European Countries, the United Kingdom, and Canada use the metric system, while the United States uses the imperial system.

This essentially means that all measurements, including height, breadth, width, weight and temperatures need to correspond to the units used in the respective countries serviced by each marketplace. 

However, product specification adjustment also includes packaging. Customers receiving their purchases will not be pleased if they can’t read what’s said on the packaging in their own language.

Given how prevalent the issue of skipping this step became, Amazon has actually implemented a policy where all measurements and packaging now needs to be translated to cater to the consumers of each marketplace a product is sold. You need to be sure that your language translation services cover this aspect of your product list process so that you don’t run into trouble in the long run.

   5.Using translators that don’t have Amazon expertise

It’s one thing to be a professional translator, but it’s another to know what it takes to offer a full Amazon listing optimization service. Amazon, and each of its marketplaces, present many intricacies that need to be accounted for. Each translator well-versed in the Amazon ecosystem has a running “Amazon list” of things they take care of when optimizing a listing or creating it from scratch.

For this reason, going by way of using an agency that can offer both translation services and a dedicated Amazon SEO service can save you a lot of time, effort, and headaches that come with trying to piece each piece of the “Amazon selling puzzle” alone. Trusting in the expertise of people who have helped thousands of sellers in the Amazon journey can not only provide you with a sense of peace but also allow you to profit significantly by starting on the right foot, with a listing that’s optimized and ready to convert.