Reversing the Suppression of a Top-Selling ASIN Through Amazon Content Optimizations
What We’re Celebrating:
By quickly implementing content updates to mitigate the suppression of our client’s top-selling ASIN, the product was live again in a short span of time, ensuring they didn’t miss out on 32% of their total sales.
Overview:
A Health & Household client saw their top-selling ASIN on Amazon get unexpectedly suppressed. Though they hadn’t dealt with suppressions in the past, they had experienced content rejections and knew they had to carefully craft their product detail page (PDP) and Brand Store messaging to be in alignment with Amazon’s policies. When this suppression took place, we knew we had to quickly and diligently look through the brand’s content to weed out the flagged language and imagery and identify solutions to get the product back online.
The Challenge:
Amazon suppressed our client’s top-selling ASIN, and their explanation for doing so lacked specificity regarding the required changes.
The Strategy:
We worked with the client to comb through the suppressed ASIN’s PDP to make educated guesses on what was causing this issue. We scrubbed everything, from their titles to their bullet points to their image carousels to their A+ Content to their Brand Story.
Our extensive experience with Amazon’s policies helped us identify which copy were the potential triggers, and we soon discovered this was universal language utilized across several ASINs. With this in mind, we not only enacted content changes to the suppressed ASIN but also to two other ASINs, their Brand Story, and a yet-to-be-launched ASIN to prevent those from getting suppressed as well.
Here are the updates we made:
Throughout the PDPs
Swapped two descriptive words with words of similar meaning.
Image Carousel
Removed a descriptive word.
Premium A+ Content
Swapped several descriptive words with words of similar meaning.
Removed specific ASIN imagery.
Removed a product from the comparison chart.
Brand Story
Removed a product image.
We developed a quick design solution to replace the product image so the panel’s functionality and customer experience would remain intact.
We implemented these changes quickly, taking only eight hours to identify the suppression, find the potential root causes, and craft and upload the updates.
The Results:
Thanks to our speedy content alterations, we were able to get their top-selling ASIN unsuppressed and ensure our client didn’t miss out on 32% of their sales.
Dealing with suppression issues on Amazon?
Our team of content aficionados is well-versed in pinpointing pieces that could potentially be flagged on the Amazon platform. Set up a call with us to see how we can support your brand.