Updated: Oct 5, 2020
A lot of so-called Global Amazon businesses have a hard time finding success in more than one marketplace. Much of this has to do with poorly crafted international listings that they just don't have time for. It's hard to get listings right in another language, especially when you layer in cultural aspects of buyer behavior.
If you find yourself with more time on your hands with the stay-at-home situation, now might be the perfect time to focus on your listings, improve your products' visibility and increase your chances of making sales as soon as markets opens again.
Luckily, we have experts to help us do just that. To help you become more familiar with how you can avoid making mistakes in the localization of your listings, check out this special webinar we hosted to learn from our partner Jana Krekic, the founder of YLT Translations.
Here is the executive summary for those pressed for time.
#1 Hire Expert Translators
The first thing you need to do is to hire an experienced translator who knows and understands how listings work in the Amazon world. A lot of sellers underestimate the value of investing in expert translators. The hard truth is that when you hire someone who only knows about translation but doesn’t know anything about Amazon listings, keywords, and algorithms, your listings will still end up at the bottom of a stockpile with no visibility. If a potential customer tries to buy a product that you are selling online, and your translated listing is devoid of the main keywords shoppers are likely to use, your products will not show up. Period. You have to understand that hiring expert translators are not just about translation quality, but also other factors such as keyword optimization, that can affect the sales of your international listings.
#2 Know Your Marketplaces
In order to improve your listings, you'll need to know the right audience to target, and the best way to do that is to know your markets. There are 6 top markets listed in Amazon Europe, and if you target these main markets, then you are targeting a large number of audiences as well.
Here are the top 6 marketplaces:
If we consider Amazon Global, the Japanese market comes after Germany, which means that they have as large of an audience as the German market. Growing a business online and aiming to find a vast marketplace that can increase your sales is only natural to do. However, you also need to remember that you are about to face audiences from different countries, which necessitates the observance of cultural sensitivity.
There are a few big brands in the market that have been forced to take down products that sound inappropriate and disrespectfully negligent of cultural values in other countries.
#3 Presenting Your Business Values
The translation of your product listings plays a prominent role in pitching your message, the right way. If you are targeting a marketplace like Germany, you'll need to know the right words to use, that are not only ethical, but also and convey things effectively.
The Germans are known to react condescendingly to over-the-top, ra-ra, emotional verbiage or metaphoric language. Boastful, exclamatory pitches will fall flat on their face. The way you describe your products in this market is to focus more on presenting facts and details and letting the target audience make their own judgement of their perceived value.
Getting the right translation services for your listings and ads is a must-have for every Amazon Seller out there. Investing in reliable translation services like YLT Translations will help you in the long run.
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