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Amazon Pricing Rules 2026: Why Your Prime Deals Could Tank

Wed, 29 Apr 2026 17:13:42 GMT

Amazon is changing how it calculates Reference Prices in spring 2026, including your Recommended Retail Price (RRP) and your Was Price. If you run constant promotions, your pricing baseline will drop permanently, your Prime Day deal margins will shrink, and Amazon may block your deals entirely. Here is what is changing, when, and what you need to do about it.

What Are Amazon's New Pricing Rules?

Amazon is introducing two major pricing changes in spring 2026. Both are designed to ensure that when a customer sees a deal, it represents a genuine discount. For sellers, this means the days of running continuous promotions without consequences are over.

The changes affect how Amazon validates your RRP and how it calculates your Was Price. Both directly impact the deals you can offer during major events like Prime Day and Prime Big Deal Days.

How Are RRP Checks Changing from 23 April 2026?

From late April, Amazon will no longer accept your stated RRP at face value. According to Amazon's updated Reference Price Policy ( Amazon Seller Central, 2026 ), your product must have actually sold at that price recently on Amazon, or be actively listed at that price by another major retailer.

If your RRP fails this automated check, Amazon will remove it from your listing entirely. It will then fall back on your Was Price to calculate deal discounts instead. This reduces the perceived value of your offers, so your deals need to be discounted from a lower starting point.

What this means in practice: if you have been inflating your RRP to make deals look more attractive, that approach will no longer work. Your RRP needs to reflect a price that customers have genuinely paid, verified by Amazon's own data.

What is the New 50% Was Price Rule from 18 May 2026?

Your Was Price is the typical price customers have paid for your product over the previous 90 days. It is the figure Amazon uses to set your maximum deal price for events like Prime Day.

From May 2026, Amazon is tightening how this is calculated. The 50% Rule: if your product sells below its standard price for more than half of the 90-day window (46 days or more), Amazon will count all those promotional sales when calculating your official Was Price. This applies even to quiet price drops that are not officially flagged as promotions.

The consequence: run too many sales and your baseline price permanently drops to match your discounted price. When Prime Day arrives, Amazon will force you to discount even further from that already lowered baseline, squeezing your margins into nothing, or blocking your deal entirely for failing to meet the minimum discount threshold.

Why Does Running Constant Promotions Hurt My Prime Day Deals?

When you submit a Prime Exclusive Discount or a Lightning Deal, Amazon requires you to offer a minimum percentage off your validated baseline (your Was Price). If you have been running vouchers or dropping prices right up until the event, you trigger the 50% rule and drag your baseline down.

This creates a compounding problem. Your baseline drops, so Amazon demands a deeper discount to qualify. That deeper discount eats further into your margins. In the worst case, Amazon blocks your deal entirely because the proposed price is not far enough below your recent selling price.

Amazon's UK Prime events generated record sales from independent SMEs in 2024 ( Amazon UK Press Release, 2024 ), so the stakes are high. At Kangaroo UK, we have seen this catch sellers out repeatedly during previous Prime events..

What Is a Promotional Blackout and How Does It Work?

A promotional blackout is a deliberate pause on all discounts, vouchers, and price drops in the weeks before a major deal event. The purpose is to reset your Was Price to your full retail level so that when Prime Day arrives, your deals are discounted from the highest possible baseline.

How long should it last? We recommend pausing all promotions at least 45 days before a Prime event. Because the new rule counts promotional days across a 90-day window, going quiet for 45 days ensures your product is selling at full price for more than half of the period, keeping your Was Price high.

When to start for Prime Day 2026: if Prime Day follows the July pattern, you should stop all promotions by late May at the latest. The deal submission window runs from 24 March to 19 June 2026, so plan your blackout timing around your submission dates.

Why Does a Promotional Blackout Actually Work?

It takes nerve to voluntarily pause your offers, especially if you see a short-term dip in daily sales. But the payoff during the event itself is significant:

It protects your profits. Selling at full price for most of the 90-day window keeps your Was Price high. When Amazon requires a 20% Prime Day discount, it comes off your full retail price, so you still make a healthy margin.

It gets your deals approved. Amazon regularly blocks deals if the proposed price is not clearly lower than your recent selling price. A 30 to 45-day break creates a clean gap between your everyday price and your Prime Deal price, meaning your submissions go through without rejection.

It makes your deals look like genuine bargains. A product that is always on sale does not look like a deal. By holding at full price for a month, your Prime Day discount feels like a real opportunity to shoppers, which drives significantly more sales when the event goes live.

What Should I Do Right Now?

These rule changes are coming in weeks, not months. Here are three things you can do today:

Audit your current promotions. Review all active vouchers, coupons, and price drops across your catalogue. Check how many days in the last 90-day period each product has been on sale. If you are approaching the 46-day threshold, stop discounting immediately.
Plan your blackout dates. Work backwards from your target Prime event date. Mark 45 days before as the hard stop for all promotions. Build this into your pricing calendar now.
Submit your deals early. The Prime deal submission window is open from 24 March to 19 June 2026. Do not leave it until the last minute. Submit your strategy, lock in your deal pricing, and give yourself time to adjust if Amazon flags any issues.

Make sure every listing you plan to promote is retail-ready before the event. There is no point in protecting your pricing baseline only to drive traffic to a listing with poor images or weak content.

How Can Kangaroo UK Help?

Our Amazon account management team monitors pricing rules, deal submissions, and promotional calendars for every client. We build blackout periods into the annual strategy so our clients are always prepared when deal events arrive, not scrambling at the last minute.

We also manage Amazon PPC campaigns alongside pricing strategy, so your ad spend, deal pricing, and listing quality all work together. That joined-up approach is what separates sellers who profit from Prime Day from those who just discount their way to break even.

For a full guide on event preparation timelines, see our guide on preparing for Prime Day .

Want help navigating Amazon's pricing changes?

Our Amazon team will review your pricing strategy and make sure your deals are compliant, profitable, and ready for Prime Day. Book a free Amazon account review or call us on 01530 560177 .

Author

Abhilav Vishwakarma, Amazon Marketplace Leader , Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He advises clients on pricing strategy, deal submissions, and promotional planning for Amazon's major events including Prime Day and Prime Big Deal Days.

Prime Big Deal Days 2025: How We Delivered Up to 533% Growth | Kangaroo UK

Fri, 27 Mar 2026 17:27:17 GMT

During Amazon’s Prime Big Deal Days in October 2025, Kangaroo UK’s Amazon management clients saw sales growth of up to 533% compared to their baseline performance. Across our managed accounts, every client achieved significant uplift in revenue, conversions, and visibility — the result of weeks of preparation, optimised listings, and targeted Amazon PPC strategies .

What is Prime Big Deal Days?

Prime Big Deal Days is Amazon’s second major shopping event of the year, sitting between July’s Prime Day and the Black Friday/Cyber Monday period. In 2025, it ran on October 7-8 and was exclusively available to Amazon Prime members. Amazon scaled the event back from four days to two, which concentrated shopper urgency and made the 48-hour window even more competitive for sellers.

For brands with the right preparation, it’s one of the most profitable windows in the Amazon calendar. For those without it, it’s two days of watching competitors take their traffic.

What Results Did Kangaroo UK Clients Achieve?

Every client we managed through Prime Big Deal Days 2025 saw meaningful growth. The specific numbers varied by category and product type, but the headline results speak for themselves:

Up to 533% increase in sales revenue during the event window compared to the previous two-week average

Significant improvements in ACOS as conversion rates spiked during the event, making ad spend more efficient

Organic ranking improvements that persisted after the event ended, driven by the sales velocity boost

Increased Buy Box ownership across key product lines during and after the event

These weren’t accidental wins. Each result came from a deliberate strategy that started weeks before the event. The brands that perform best during Amazon’s deal events are the ones that treat preparation as the main event, not the two days themselves.

How Did We Prepare Our Clients?

Our approach to Prime Big Deal Days follows a structured process that we refine every year based on what we learn from each event. For 2025, preparation started 4–6 weeks before the event and covered four key areas:

Listing optimisation. Before increasing ad spend, every listing needed to be retail-ready . That means optimised titles, keyword-rich bullet points, high-quality images, A+ Content, and sufficient review volume. There’s no point driving traffic to a listing that doesn’t convert.

PPC budget planning. We increased daily budgets ahead of the event and restructured campaigns to prioritise high-converting keywords. During the event itself, we monitored budgets hourly to ensure campaigns didn’t run out mid-day — a common mistake that leaves money on the table during peak traffic.

Deal and coupon strategy. We worked with each client to identify which products to discount, by how much, and which deal mechanisms to use (Lightning Deals, Prime Exclusive Discounts, coupons). The goal was to maximise visibility without destroying margins.

Stock and fulfilment. We made sure FBA stock levels were sufficient and that shipments were sent to Amazon’s fulfilment centres with enough lead time. Running out of stock during a deal event is one of the most costly mistakes a seller can make.

What Can Other Sellers Learn from This?

The industry-wide data from Prime Big Deal Days 2025 tells an interesting story. Overall event sales grew around 3% year-on-year, but unit volume increased by 17%, meaning shoppers were buying more items at lower price points. Average selling prices dropped by nearly 5%, and the average discount rate fell from 28% to 24%. Shoppers were more cautious and value-driven than in previous years.

The brands that won were the ones combining competitive pricing with strong paid visibility. Across the industry, conversion rates were up 7% year-on-year, and brands with optimised ad strategies saw a 23% increase in ad-attributed revenue.

The lesson is clear: success during Amazon’s deal events isn’t just about slapping a discount on your products. It’s about having the right listings, the right ad strategy, and the right stock in place before the event starts. The two days are the harvest — the real work happens in the weeks before.

How Can Kangaroo UK Help You Prepare for the Next Event?

We manage Amazon accounts year-round through our Amazon Account Management service, which means our clients are always event-ready. We don’t scramble in the weeks before Prime Day — the groundwork is already in place because we’re working on listings, PPC, and strategy every day.

If you want to know more about how we prepare clients for Amazon’s major deal events, read our guide on preparing for Prime Day which covers the full timeline and checklist.

Want results like these for your Amazon account?

Our Amazon specialists manage accounts year-round and prepare clients for every major deal event. Book a free Amazon account review or call us on 01530 560177 .

Author

Kangaroo UK Amazon Team - Kangaroo UK is a full-service digital agency based in Leicestershire, managing Amazon Seller and Vendor Central accounts for brands across the UK. Our Amazon specialists handle account management, PPC advertising, listing optimisation, Brand Story, A+ Content, and product photography.

Amazon Brand Story

Fri, 27 Mar 2026 17:22:00 GMT

Want help with your Amazon Brand Story?

Our Amazon specialists can build your Brand Story, A+ Content, and full listing strategy. Book a free Amazon account review or call us on 01530 560177 .

Author

What Is an Amazon Brand Story and How Does It Boost Your Sales?

An Amazon Brand Story is a dedicated section on your product detail page where you can share your brand’s values, history, and product range with shoppers. It appears on every listing you own through Amazon Brand Registry and, when done well, helps increase conversion rates, build customer trust, and unlock access to Premium A+ Content.

What Exactly Is an Amazon Brand Story?

Brand Story is a feature available to sellers and vendors enrolled in Amazon Brand Registry. It sits on your product detail page, just below the bullet points and above the main product description and any A+ Content you’ve added.

Think of it as a mini “about us” page that appears on every one of your product listings automatically. It includes a scrollable carousel of image and text cards where you can tell shoppers who you are, what your brand stands for, and what other products you sell.

At Kangaroo UK, we’ve built Brand Story sections for Amazon sellers across a range of product categories. The brands that use Brand Story effectively see stronger engagement on their listings because shoppers spend more time on the page and are more likely to browse additional products in the range. It’s one of the areas we focus on as part of our Amazon Account Management service.

Does an Amazon Brand Story Actually Increase Sales?

Yes. Brand Story contributes to conversions in three ways.

First, it builds trust. Shoppers who can see the story behind a brand are more confident in their purchase. Amazon’s own data shows that A+ Content (which Brand Story is part of) can increase sales by up to 20% on average.

Second, it keeps shoppers in your ecosystem. The carousel cards in Brand Story can link directly to your other products and your Amazon Brand Store. Instead of a customer clicking away to a competitor, they’re browsing more of your range.

Third, it unlocks Premium A+ Content for free. Amazon requires brands to have a published Brand Story before granting access to Premium A+ Content features like interactive comparison charts, video modules, and enhanced image layouts. Without Brand Story, you’re leaving these tools on the table.

In the accounts we manage at Kangaroo UK, we’ve seen listings with well-crafted Brand Story and A+ Content consistently outperform those without — particularly in competitive categories where multiple sellers offer similar products and the brand story becomes the differentiator.

What Can You Include in Your Brand Story?

Amazon provides several module types you can mix and match within Brand Story. You can use up to 19 cards in a single carousel, though most effective Brand Stories use between 4 and 8.

Brand Introduction Card - This is your headline module. It includes a background image, your brand logo, and a short text block introducing your brand. Keep this punchy: who you are, what you do, and why it matters. Shoppers won’t read an essay here.

Product Showcase Cards - These link directly to specific products or product groups (ASINs). Use them to highlight your bestsellers, new launches, or complementary products. Each card includes an image and a short description.

Brand Q&A Card - This lets you select and answer up to three common questions about your brand or products. It’s a good place to address things like your sourcing, materials, sustainability credentials, or warranty — anything that helps a shopper feel confident about buying.

The carousel scrolls horizontally on both desktop and mobile, giving shoppers a smooth browsing experience without cluttering the page.

How Do I Create an Amazon Brand Story?

Setting up Brand Story is straightforward, but getting it right requires thought about what your brand actually wants to communicate. Here’s the process:

Step 1: Log in to Amazon Seller Central (or Vendor Central if you’re a vendor) and navigate to the A+ Content Manager under the Advertising tab.

Step 2: Click “Start Creating A+ Content” and select “Create a Brand Story.”

Step 3: Choose your modules. Start with the Brand Introduction Card, then add Product Showcase Cards for your key products.

Step 4: Upload your images and write your copy. Keep it concise and benefit-focused — shoppers scan, they don’t read.

Step 5: Apply it to your ASINs. Brand Story can be published across all the ASINs you own in Brand Registry. You don’t need to create a different one for each product, though you can if your brand has distinct product lines.

Step 6: Submit for review. Amazon typically reviews and approves Brand Story submissions within 7 days, though it can be faster.

A word of caution: Amazon allows a maximum of 20 pending submissions at any one time. If you’re managing a large catalogue, plan your submissions in batches.

What Are the Most Common Brand Story Mistakes?

In the Amazon accounts we audit at Kangaroo UK, we see the same Brand Story mistakes repeatedly. These overlap with many of the common mistakes Amazon sellers make more broadly:

Writing too much text. Shoppers scroll quickly. If your Brand Introduction Card reads like a company history essay, they’ll skip past it. Lead with your strongest message in one or two sentences.

Using low-quality images. Brand Story is a visual feature. Pixelated logos, poorly cropped product shots, or generic stock images undermine the entire purpose. Invest in professional imagery.

Not linking to products. Every Product Showcase Card should link to a live, in-stock ASIN. If a card links to an out-of-stock product or a dead page, you’re wasting the opportunity and frustrating the shopper.

Setting it and forgetting it. Your Brand Story should evolve as your product range grows. Review it quarterly — add new products, update imagery, refresh the messaging to reflect seasonal campaigns.

Do I Need an Agency to Create My Brand Story?

You don’t have to, the setup process in Seller Central is manageable for most sellers. But the difference between a Brand Story that exists and one that actually drives results comes down to three things: the quality of the images, the sharpness of the copy, and how it works alongside your wider listing strategy.

At Kangaroo UK, Brand Story is part of the listing optimisation work we do for every Amazon client. We don’t treat it as a standalone task — it’s built into the broader strategy alongside A+ Content, product photography, keyword research , and Amazon PPC . That joined-up approach is what makes the difference.

Our in-house creative design team handles the imagery and layout, while our Amazon specialists write the copy based on competitor analysis and search data. We also have our own in-house photographer for product and lifestyle shots. The result is a Brand Story that looks professional, communicates clearly, and supports your conversion goals.

What is AEO? The Complete Guide to Answer Engine Optimisation for 2026

Fri, 27 Mar 2026 11:35:16 GMT

Answer Engine Optimisation (AEO) is the practice of creating content that AI systems can extract, cite, and present as direct answers to user queries. It's the evolution of SEO for an age where the majority of Google searches end without a click – because the answer appears directly on the results page.

If you're still optimising solely for traditional search rankings, you're missing a fundamental shift in how people find information. This guide explains what AEO is, why it matters for your business, and how to start optimising your content today.

Download the Complete AEO Content Guide

We've compiled everything in this article (and more) into a comprehensive 20-page guide your team can use. Includes checklists, schema templates, and practical examples.

Why Should You Care About AEO?

The numbers tell the story. According to research compiled by CXL and industry analysts:

• 65% of Google searches now end without a click to any website

• Over 400 million people use ChatGPT weekly for information

• Google's AI Overviews appear in 13-16% of all searches

• Gartner predicts 25% of organic search traffic will shift to AI assistants by 2026

This isn't a temporary trend. Voice assistants, AI chatbots, and Google's own AI features are fundamentally changing how people get answers. They don't want ten blue links – they want one clear answer.

The question for your business is simple: when someone asks an AI system about your services, your industry, or the problems you solve, will your content be the source it cites?

What's the Difference Between SEO and AEO?

Traditional SEO focuses on ranking your pages higher in search results. The goal is to earn the click – get users from the search page to your website.

AEO takes this further. The goal isn't just to rank; it's to become the answer that AI systems extract and present directly. Your content might be cited in:

• Google AI Overviews (the AI-generated summaries at the top of search results)

• ChatGPT, Claude, and Perplexity responses

• Voice assistant answers from Siri, Alexa, and Google Assistant

• Featured snippets and knowledge panels

The shift is from 'get the click' to 'be the answer'. Even if users never visit your website, your brand becomes the trusted source.

This doesn't mean SEO is dead – far from it. AI systems still rely on traditional search indexes to find content. If your pages aren't indexed and ranking, AI won't find them either. AEO builds on SEO fundamentals with additional focus on how content is structured and presented.

How Do AI Answer Engines Actually Work?

Understanding the mechanics helps explain what we need to do differently.

AI systems like ChatGPT and Google's Gemini work in two ways:

1. Training Data

Large Language Models are trained on massive amounts of text scraped from the web. This gives them general knowledge, but it has a cutoff date and can contain errors.

2. Real-Time Search (RAG)

To provide current information, AI systems query traditional search engines and incorporate those results into their responses. This is called Retrieval-Augmented Generation. As Duda's research explains , when you ask ChatGPT about recent news or current prices, it searches the web in real time and synthesises the results.

This means your content needs to be:

• Indexed by search engines (so AI can find it)

• Clearly structured (so AI can extract relevant snippets)

• Authoritative (so AI trusts it enough to cite)

How to Optimise Your Content for Answer Engines

Research from Princeton University tested various optimisation techniques and measured their impact on AI citations. Their GEO (Generative Engine Optimization) study found that certain approaches significantly improved how often content was cited. Here's what works:

Lead With the Answer

Don't bury your main point under lengthy introductions. State your answer clearly in the first 40-60 words, then elaborate. AI systems extract snippets – make sure yours contain the actual answer.

Add Statistics and Citations

The Princeton research found that adding statistics, quotes, and citations improved AI visibility by 30-40%. This makes sense – AI systems are looking for authoritative, verifiable information.

Use Question-Based Headings

Structure your H2s as questions that match what people actually ask. Instead of 'Pricing Information', use 'How Much Does Web Design Cost?' This directly aligns your content with search queries.

Make Each Section Self-Contained

AI extracts content at the section level. Each section should make sense on its own, without requiring context from elsewhere on the page.

Be Specific, Not Vague

'We use Screaming Frog, Ahrefs, and Google Search Console' is more useful than 'industry-leading tools'. 'Based in Leicestershire, serving clients across the UK' beats 'our area'. Specifics build trust.

The Role of Schema Markup and Structured Data

Schema markup is how you explicitly communicate information to search engines in a format they can easily parse. It's particularly important for AEO because it helps AI systems understand:

• What your business is (Organisation, Local Business schema)

• Who your experts are (Person schema for authors)

• What your content covers (Article, FAQ Page schema)

• What you sell (Product, Offer schema)

Research suggests pages with comprehensive schema markup are 36% more likely to appear in AI-generated summaries. However, schema is a supporting element; it can't compensate for thin content.

Schema markup is Medium priority: helpful where appropriate, but only implement it if you know it will help. Don't add it just to tick a box.

What About E-E-A-T?

Google's E-E-A-T framework (Experience, Expertise, Authority, Trustworthiness) is more important than ever for AEO. AI systems need to determine which sources to trust and cite.

In practice, this means:

• Show real experience – include examples from actual projects, not theoretical advice

• Demonstrate expertise – technical depth, named authors with credentials

• Build authority – get cited by other reputable sources, maintain consistent entity information

• Establish trust – cite your sources, be transparent, keep content accurate and current

The businesses that will win in AEO are those that genuinely know their subject and can demonstrate it through their content.

Get the Full Implementation Guide

Our complete AEO Content Creation Guide includes detailed checklists for every page type (service pages, blogs, local pages, product pages), schema markup templates, and a priority framework for technical optimisation.

Technical Priorities: What Actually Matters

Not all technical elements are equally important. Based on guidance from Duda's SEO team and our own experience, here's how to prioritise:

Critical: Indexability

If search engines can't crawl and index your content, AI systems can't find it. Check your pages aren't blocked by noindex tags or robots.txt. This is the foundation.

High Priority: Title and Meta Description

Unique, descriptive titles (50-60 characters) and compelling meta descriptions (150-160 characters) are still crucial signals.

Medium Priority: Supporting Elements

Schema markup, clear URL structure, page speed, sitemaps. These help where appropriate but aren't make-or-break.

Lower Priority: HTML Hierarchy

Proper H1/H2 structure and breadcrumbs are nice to have, but don't obsess over them at the expense of content quality.

The key insight: brilliant content with basic technical optimisation will outperform thin content with perfect technical setup every time.

How to Measure AEO Success

Traditional metrics like rankings and traffic don't tell the whole story. For AEO, you also need to track:

• Brand mentions in AI Overviews (manual checks for your key queries)

• Citations when you search your topics in ChatGPT, Perplexity, Claude

• Featured snippet appearances

• Knowledge Panel presence (search your brand name)

Until better tools emerge, we recommend monthly manual testing: identify your 10-20 most important queries, test them across AI platforms, and document whether you're being mentioned, cited, or linked.

Ultimately, though, the metrics that matter are business outcomes: leads, conversions, and revenue. AEO is a means to that end, not an end in itself.

Getting Started: Your Next Steps

You don't need to overhaul everything at once. Start here:

1. Audit Your Most Important Pages

Pick your top 5 service pages or blog posts. Do they answer specific questions clearly? Is the answer in the first paragraph? Are claims backed by data or examples?

2. Check Your Technical Foundation

Make sure those pages are indexable, have unique titles and descriptions, and load quickly on mobile.

3. Test Your AI Visibility

Search for your key topics in ChatGPT and Google. Are you being cited? Are your competitors? This tells you where you stand.

4. Improve One Page at a Time

Apply the principles from this article: lead with answers, add statistics and sources, and structure content for extraction. Measure the impact before rolling out more widely.

Download the Complete AEO Content Guide

Everything in this article, plus detailed checklists for every page type, schema markup templates ready to use, the full technical priority framework, and a list of resources for further reading. It's the guide we use internally at Kangaroo UK – and it's yours free.

Need Help With Your AEO Strategy?

At Kangaroo UK, we've been building websites and optimising content for over 8 years. We're seeing first-hand how AI is changing search, and we're helping our clients adapt.

If you'd like to discuss how AEO fits into your digital marketing strategy, get in touch. We offer SEO services that include AEO optimisation, content strategy, and technical implementation

KangarooUK and Marcell Media: Joining Forces for Your Digital Growth

Fri, 30 Jan 2026 16:27:59 GMT

Summary: A New Era of Support for Local Business

Marcell Media and KangarooUK have formed a strategic partnership to enhance client services.
Existing website, email, and hosting services remain unchanged for complete continuity.
Clients now gain access to full-service marketing, including SEO, PPC, and Amazon growth strategies.

Exciting News for Our Clients and Community

We are thrilled to announce some fantastic news for businesses in Leicestershire and beyond. Marcell Media has officially partnered with KangarooUK. This collaboration is designed to provide you with even better support, more resources, and a wider range of digital expertise.

It is a union of two teams dedicated to one goal: helping your business thrive online. By combining the personal care of Marcell Media with the technical firepower of KangarooUK, we are delivering the best of both worlds.

What Does This Partnership Mean for You?

If you are an existing Marcell Media client, the headline is simple: business as usual, but better. Your websites, emails, domains, and phone services will continue working exactly as they do today.

There is no interruption to your service. You do not need to lift a finger or change a single setting. The only administrative change you will see is joint invoicing from our teams moving forward.

Expanding Your Digital Toolkit

If you are an existing Marcell Media client, the headline is simple: business as usual, but better. Your websites, emails, domains, and phone services will continue working exactly as they do today.

There is no interruption to your service. You do not need to lift a finger or change a single setting. The only administrative change you will see is joint invoicing from our teams moving forward.

New Services at Your Fingertips

We are bringing a "One platform, multiple solutions" approach to your business. Whether you need to boost your local visibility or launch a complex ad campaign, we have the tools you need.

You can now tap into:

Advanced SEO: Get found online by the customers who need you most.
PPC Advertising: Targeted campaigns on Google and Social Media.
Amazon Management: We can help you expand your business on Amazon with expert account handling.

AI Automations: Smart workflows to save you time and money.

The Team Behind the Tech

We believe in being a partner you can trust, not just a service provider. Marcus Elliott remains a vital part of this partnership, ensuring the continuity and personal knowledge you rely on.

He is joined by the wider KangarooUK team, including Directors Sharon and Peter Jones, along with our Business Development Manager, Ange Padfield. We are all here to ensure you find a solution right for you and your budget.

Driving Calls, Clicks, and Leads

Our mission is to make your business more visible. We build "Websites built to your needs" by experts who understand the local market.

We are excited to help you get your products seen and sold. Over the coming weeks, we will reach out to properly introduce ourselves. We want to understand your goals and help you find your ideal solution.

We Are Here to Support You

This partnership is all about adding value to your business. We are "Driving calls, clicks, and leads" to help you succeed in a competitive digital landscape.

If you have any technical questions, our support team is ready to help. We are looking forward to a bright, digital future together!

Ready to drive your business further? Talk to a specialist today on 01530 560177 , or find your ideal solution online.

Why The Kangaroo UK Team Gives You More Marketing Power for Less Cost - Fair Dinkum!

Wed, 17 Dec 2025 16:06:43 GMT

Summary: High Impact Marketing Without the High Price Tag

Global Talent, Local Accountability: How our hybrid team model cuts costs without cutting corners on quality or communication.
Marketplace Mastery: Why you need specialists to help you expand your business on Amazon and dominate the platform.
Recession-Proofing: Why marketing is the last thing you should cut when budgets get tight, and how we make your budget go further.

Fair Dinkum Digital Growth for SMEs

Let’s be honest — businesses everywhere are feeling the pressure right now. Costs are rising, budgets are tighter than a drum, and every single investment you make has to prove its worth immediately.

That is exactly why the way modern digital agencies operate is changing. It is also why, at KangarooUK , our Hybrid Team Model gives our clients a serious competitive edge.

Here’s the short version: you get top-quality digital marketing, powered by global talent, at outstanding value. You get all this without sacrificing service, communication, or accountability.

The Smart Way to Cut Costs (Without Cutting Corners)

One of the biggest challenges businesses face right now is finding ways to reduce spending without reducing outcomes. Outsourcing used to have a bad reputation - and frankly, in some cases, it earned it.

We have all heard the horror stories. Poor communication. Inconsistent quality. Zero accountability.

That is not us.

Our team in India and Bulgaria is an extension of our UK business - we're one big happy family! They are highly skilled specialists in marketplaces, paid search, content, and social media.

Because of the lower cost of employment overseas, we can deliver the same high-quality work at significantly better value for our clients. Crucially, our team are all employed directly by Kangaroo UK.

Talk to a specialist about how this model benefits your bottom line.

We Hire "Rock Stars" So You Don't Get "S Club 7"

These are highly qualified individuals who have earned degrees and have a genuine passion for their job and the clients we represent. We are extremely lucky to have found such Rock Stars.

In many cases with other agencies, you get pitched to by The Rolling Stones, but once the contract is signed, you get S Club 7 at best. With us, the talent you see is the talent you get.

In short: your budget goes further, and your ROI improves. You feel protected in an ever-changing digital world, which we keep up to date with daily.

Our day-to-day communication with clients is primarily via WhatsApp, but we also have weekly video calls and monthly strategy and reporting calls.

When The Going Gets Tough, The Tough Get Marketing

Sadly, when costs get cut, it is often the really important things that go first: marketing, IT, and training.

It feels logical to cut marketing to reduce spend, protect cash, and weather the storm. But when your back is against the wall in business, that is exactly the time to push more with your marketing.

Consider the facts:

If you go quiet, your competitors get louder.
If you stop marketing, you stop lead generation.
If you stop lead generation, you stop sales.

Smart websites and active campaigns are your lifeline. By using our hybrid model, you don't have to stop; you just have to spend smarter.

Expand Your Business on Amazon with Expert Help

Speaking of spending smarter, let’s talk about the world’s biggest marketplace. Many SMEs avoid Amazon because it feels too technical or too competitive.

That is leaving money on the table.

Part of our value proposition is our dedicated expertise in helping clients like you expand your business on Amazon . It isn't just about listing a product; it is about optimisation, Brand Store creation, and aggressive PPC management.

Why trust us with your Amazon account?

Technical Know-How: We handle the complex backend while you ship the boxes.
Visibility: We know how to get your products seen and sold in a crowded market.
ROI Focus: We monitor margins closely to ensure your sales are actually profitable.

We take the headache out of the process. You get the sales; we handle the stress.

Meet the LUSH Team Behind the Screens

Let me tell you about our LUSH team (I'm a Geordie by the way, lush means amazeballs!).

I'm off to India to escape the rubbish UK weather in January. I'm going to meet a team in India that I've grown as close to as our team in Ashby.

They have a work ethic I respect, a humour that makes me laugh, and skills that are as good (if not better) as any I have seen from anyone in the UK.

One day, I hope to meet Michael in person in Bulgaria. He's gone through terrible times with unprecedented wildfires over there this year. Despite that, he delivers best-in-class work like an Olympian winning a gold medal (he's actually polishing this blog right now).

Websites built to your needs require this level of dedication. It’s not just code and copy; it’s heart and soul.

3 Ways to Boost Your Visibility Today

We believe in driving calls, clicks, and leads , but we also believe in empowering you. Here are three things you can do right now:

Check Your Google Business Profile: Is your phone number correct? Are your hours updated? This is the easiest win for local visibility.
Audit Your "About Us": People buy from people. Does your website sound like a corporation or a human being? Be authentic.
Review Your Margins: before launching ads, know exactly what you can afford to pay for a lead. It keeps your campaigns safe.

The Bottom Line: Better Value, Less Risk

As with many things in business, we didn't plan it this way, but this is how it's worked out. And it is so much for the better.

We were ahead of the game by accident, but we are pleased to deliver the best value to clients with the best team. Choosing a digital marketing partner today isn’t just about who’s the cheapest.

It’s about:

Value for money.
Measurable results.
Clear communication.
A partner you actually trust.

What Our Clients Say

Don't just take our word for it. Here is what the people paying the invoices have to say about the Kangaroo experience:

"The time and effort he and the others put in are far more than we would get here in the UK with A agency or B agency or otherwise."

"Abi, I can't thank you enough for how you have transformed our Amazon proposition. I went around in circles for too long, and you've put us on the straight and narrow."

We are here to do the hard work so you can focus on running your business. That is the Kangaroo promise.

Ready to drive your business further? Talk to a Specialist today on: 01530 560177 , or Find Your Ideal Solution online.

Finding the Right Sales Model for Your Digital Agency: Why Flexibility (And Partnership) Wins

Thu, 20 Nov 2025 14:00:05 GMT

If you've ever felt the friction in a sales call when the topic turns to price, you're not alone. In the digital agency world, we're not just selling a product; we're selling a complex, high-value service.

How we package that service financially can be the single biggest factor in either building a partnership or hitting a brick wall.

There isn't a single, one-size-fits-all approach. The truth is, the "best" model is the one that prioritises the client's immediate needs first, paving the way for a long-term, successful relationship.

But this isn't just about how you price your services to your end-client. It's about the very structure of your agency.

We see it all the time: talented WordPress agencies who are structured to only handle huge website builds, forcing them to turn away smaller, high-potential clients. We speak with exceptional branding agencies that want to offer a holistic service but find that building and supporting websites distract from their core expertise.

This is where rigidity in your business model, not just your sales process, can cost you a perfect-fit client.

The "Partnership-First" Approach to Pricing

At KangarooUK , we’ve found that true success comes from seeing pricing not as a barrier, but as the first opportunity to build trust. This philosophy operates on two levels:

For Direct Clients: Tailoring the payment model to demonstrate we are a partner invested in their success, not just a one-off provider.
For Agency Partners: Acting as a specialist partner to help them say "yes" to more opportunities, capturing revenue they would otherwise have to refuse.

Let's break down the flexible models that build better relationships on both fronts.

Part 1: Flexible Models for Your Direct Clients

First, let's examine the client-facing models, even if you plan to outsource the build. Offering these options positions you as a strategic consultant.

1. The Classic: Upfront Project Fees (with a twist)

This is the traditional model: the client pays for the website build as a defined project.

The Risk: A 100% upfront fee is a deal-breaker for many SMEs with tight cash flow. It can also frame the relationship as purely transactional. The project ends, you hand over the keys, and the partnership struggles to evolve into an ongoing retainer.
The Smart-Flex: This is where milestone payments shine. For example, a 50% deposit to secure the project and commence design, with the final 50% balance due just before the new, conversion-driven website goes live. This is a powerful trust-builder.

2. The Relationship-Builder: The 12-Month Split

Another highly effective, customer-centric model is splitting the website build cost over 12 months.

This model is a game-changer for clients who need to manage their budgets predictably. It transforms a large, daunting capital expense (CAPEX) into a manageable monthly operational expense (OPEX).

It’s flexible, predictable, and deeply appreciated by businesses that need to align their outgoings with their revenue. For the agency, it secures a 12-month commitment, naturally opening the door to bundling ongoing marketing retainers.

3. The All-In Partner: "Free" Site + Marketing Retainer

This model takes the 12-month split a step further, rolling the entire cost of the build into a 24 or 36-month marketing retainer, presenting the website itself as "free."

This is the ultimate low-barrier-to-entry model, powerfully attractive to new businesses. It positions you as a long-term partner from day one and secures predictable, long-term Monthly Recurring Revenue (MRR).

Part 2: The Ultimate Flexibility: The Agency-to-Agency Partnership

The models above are great, but what if the project itself doesn't align with your agency's needs? What about the client who needs a site, but your minimum project fee is too high? Or the client who needs a fast, scalable site on a platform you don't specialise in?

This is where true flexibility wins. Instead of saying "no," you say, "Yes, we can handle that."

As the UK’s only Duda Expert & Solution Partner, KangarooUK is built to be this partner for you. We work with clients, agencies, SaaS providers, and trade associations to deliver powerful websites and advanced functionality, allowing you to scale your services without the overhead.

Here’s how a partnership model enables you to perform at scale:

1. White-Label Duda Development

You can offer our services under your own name. We provide fully White-Label Duda Development in your own environment and brand, enabling you to expand services, clear backlogs, or roll out hundreds of client sites discreetly. With NDAs and silent partnerships, you keep full client ownership while we provide the technical power. This is the perfect solution for branding agencies that want to offer top-tier web design without an in-house development team.

2. Seamless Migrations to a Better Platform

Many clients are stuck on slow, insecure, or hard-to-manage platforms like WordPress, Wix, or Mono. A partnership allows you to offer a high-value migration service. We migrate websites to Duda with minimal disruption, whether it's one site or thousands. Every migration is SEO-conscious, ensuring your client keeps their rankings while gaining a faster, safer, and more reliable platform—which you can then manage for them on a retainer.

3. Unlock Enterprise-Grade Tools

Our Custom Plan Enablement Platform gives your agency access to Duda’s most powerful features—normally reserved for enterprise plans. You can integrate external datasets, manage an unlimited number of team members, and provide clients with a fully white-labelled environment featuring SSO and API access. This allows you to compete at an enterprise level without the enterprise overhead.

4. Advanced & Custom Solutions on Demand

What about the client who needs a custom price calculator, a complex API integration, or even a mobile app? You don't need to build a new department. We handle the heavy lifting. Our team delivers secure, scalable solutions—from custom widgets to database solutions and mobile app builds—that work seamlessly for your client, under your brand.

How to Choose the Right Model

The secret isn't having a rigid price list. It's using your discovery phase as a diagnostic tool. When you get to the budget conversation, you're not a salesperson; you're a solutions consultant.

Ask the right questions:

"What's your current budget, and how flexible is it?"
"Are there any financial deadlines or fiscal-year considerations we need to be aware of?"
"What's more comfortable for your cash flow: a one-off project investment or a predictable monthly cost?"
"Are you looking for a long-term partner to help you grow?"
And most importantly, ask yourself:
"Is this project a perfect fit for my core team, or could I deliver a better, more profitable result for both my client and my agency by using a specialist partner?"

The Key Takeaway

Being customer-centric and transparent about pricing isn’t just good for clients—it’s essential for agency health.

When you tailor your approach, you build immediate trust. But true, sustainable flexibility comes from having the right partners in your corner. It allows you to offer flexible pricing (like the 12-month split) on a platform built for speed and reliability. It allows you to say "yes" to projects your old model would have forced you to refuse.

At the end of the day, it’s not about which model is “right” in theory. It’s about which model—and which partner—solves the client’s entire problem.

Google Ads Misrepresentation Policy Update: What You Need to Know

Fri, 26 Sep 2025 15:44:43 GMT

In October 2025, Google will update its Google Ads Misrepresentation Policy, specifically targeting dishonest pricing practices. The goal is simple: protect users from misleading ads, hidden costs, and false claims.

At KangarooUK, we want to reassure our clients — this update doesn’t affect your current campaigns managed by us. But if you run additional ads outside our service, it’s worth being aware of what’s changing.

What’s Changing in October 2025

From 28 October 2025, Google will begin enforcing stricter rules against dishonest pricing tactics. Full enforcement will ramp up over four weeks, and advertisers in breach will receive a warning before suspension.

Here’s what Google will be looking at:

Clear pricing disclosure – Advertisers must be upfront about costs before and after purchase.
No bait-and-switch – Ads cannot lure customers with unrealistically low prices and then push more expensive alternatives.
No price exploitation – Businesses can’t exploit people in vulnerable situations with inflated charges.
No “free” claims that aren’t free – Apps promoted as free but requiring payment to install, or free trials that hide future charges, will no longer be allowed.

Why This Matters to You

For many small businesses, Google Ads is a lifeline — driving leads, sales, and visibility. Falling foul of these rules could put your campaigns at risk. The good news? If you’re a KangarooUK client, your ads already meet these standards. We’ve always focused on honest, transparent campaigns that deliver long-term results.

But if you’re running ads yourself, or working with another provider, now is the time to review. Ensure your pricing is transparent, your offers are clear, and there’s no risk of unexpected customer charges.

How We Help Our Clients Stay Compliant

At KangarooUK, compliance and transparency are built into everything we do:

Our Paid Ads team creates clear, Google-friendly campaigns that convert without crossing policy lines.
Our SEO services help you build organic visibility, so you’re less reliant on paid traffic alone.
Our Listing Management keeps your business details accurate across Google, directories, and review sites — reducing the risk of confusion or policy issues.

This update is another reminder that the digital landscape is always changing, and having the right partner means you don’t have to keep up with every rule shift yourself.

What to Do Next

If you’re a KangarooUK client: Relax — you don’t need to take action.
If you manage your own ads: Review your campaigns now. Remove any ads that could be seen as misleading before 28 October 2025.
If you’re unsure: Contact us and we’ll review your campaigns with you.

Staying compliant protects your account, builds customer trust, and ensures your marketing works long-term.

How to Prepare for Amazon Prime Day and Deal Events

Wed, 24 Sep 2025 09:26:15 GMT

Amazon’s deal events - Prime Day in July and Prime Big Deal Days in October - are two of the biggest revenue opportunities in the Amazon calendar. Sellers who prepare properly can see dramatic sales increases during these windows, while those who don’t risk watching competitors take their traffic. This guide covers the step-by-step preparation process we use at Kangaroo UK to get our clients event-ready, typically starting 4-6 weeks before the event.

When Are Amazon’s Major Deal Events?

Amazon runs two major annual deal events exclusively for Prime members. Prime Day takes place in July and is the larger of the two in 2025. Amazon extended it to four days (July 8–11) for the first time. Prime Big Deal Days runs in October and is typically a shorter, sharper two-day event designed to kick off the Q4 holiday shopping season ahead of Black Friday and Cyber Monday.

Both events follow the same principle: concentrated traffic, heightened buyer intent, and heavy competition for visibility. The sellers who win are the ones who treat the preparation as the main event, not the two or four days themselves.

How Far in Advance Should I Start Preparing?

We start preparing our managed accounts 4–6 weeks before each event. That gives us enough time to optimise listings, adjust PPC campaigns, confirm stock levels, and set up deal submissions without rushing. Trying to prepare in the final week is too late for most meaningful changes, particularly deal submissions, which Amazon requires well in advance.

Here’s the timeline we follow for our Amazon Account Management clients:

6 weeks before: Review catalogue performance, identify which products to promote, and check stock levels. Submit Lightning Deal applications if applicable — Amazon’s deadlines for these are typically 4–6 weeks before the event.

4 weeks before: Optimise listings. Every product you plan to promote needs to be fully retail-ready before you increase ad spend. There’s no point driving traffic to a listing that doesn’t convert.

2 weeks before: Restructure PPC campaigns, increase daily budgets, and set up new keyword targets based on event-specific search terms. Test ad copy and confirm deal pricing.

1 week before: Final stock check, confirm FBA shipments have arrived, activate coupons, and do a last review of all listings.

During the event: Monitor budgets hourly, adjust bids in real-time, and stagger promotions to maintain visibility across both days.

What Does “Retail-Ready” Actually Mean?

A retail-ready listing is one that has everything it needs to convert a click into a sale. Before we increase ad spend for any event, every listing in our clients’ promoted range needs to meet these criteria:

Optimised title - keyword-rich, clear, and within Amazon’s character limits
High-quality images - minimum 6 images including lifestyle shots, infographics, and size/scale reference
Keyword-rich bullet points - covering features, benefits, and common search terms
A+ Content or Brand Story - enhanced content that increases time on page and conversion rate
Sufficient reviews - ideally 15+ reviews with a rating above 3.5 stars before running heavy ad spend
Competitive pricing - checked against the top 5 competitors in your category
Stock availability - enough FBA inventory to last through the event plus a buffer for the post-event sales tail

If a listing doesn’t meet these criteria, we either fix it before the event or exclude it from the promoted range. Driving paid traffic to a weak listing wastes budget and can actually hurt your organic ranking if the conversion rate drops.

How Should I Set My PPC Budget for a Deal Event?

This is where many sellers get it wrong. During deal events, CPCs (cost-per-click) rise significantly as more sellers compete for the same ad placements. In Prime Big Deal Days 2025, industry data showed CPCs rose by 43% year-on-year. If you don’t increase your budgets, your campaigns will run out of budget before the day is over and you’ll miss peak traffic hours.

Our general rule of thumb is to increase daily budgets by 2–3x your normal spend for the duration of the event. For top-performing campaigns on your most profitable products, we sometimes go higher. The key is monitoring throughout the day and reallocating budget from underperforming campaigns to those delivering strong returns.

We cover our full approach to Amazon PPC strategy in a separate guide, but the event-specific priorities are: higher budgets, tighter keyword targeting, aggressive bid adjustments during peak hours, and a clear plan for which products get the most spend.

What Deal Types Should I Use?

Amazon offers several deal mechanisms for events. The right choice depends on your product, your margin, and how much visibility you need:

Lightning Deals - time-limited, high-visibility deals that appear on Amazon’s dedicated deals page. These require advance submission and Amazon approval. They drive significant traffic but come with a fee and require a meaningful discount.

Prime Exclusive Discounts - price reductions visible only to Prime members. These show a strikethrough price on your listing, which increases click-through and conversion rates. Lower barrier to entry than Lightning Deals.

Coupons - the easiest to set up and the most flexible. Coupons can be activated quickly (even during the event), they’re visible on search results, and they attract price-sensitive shoppers. Good for products where you want incremental visibility without committing to a deep discount.

We typically recommend a mix: Lightning Deals on your hero products for maximum visibility, Prime Exclusive Discounts on your mid-range catalogue, and coupons as a catch-all for everything else.

What Results Can Sellers Expect?

The results vary by category, product, and how well you’ve prepared. But to give you a benchmark: during Prime Big Deal Days 2025, our managed clients at Kangaroo UK saw up to 533% sales growth compared to their baseline performance. Industry-wide, conversion rates were up 7% year-on-year and ad-attributed revenue increased by 23% for brands with optimised strategies.

The post-event period is just as important. The sales velocity you build during a deal event can boost your organic ranking for weeks afterwards, meaning the benefits extend well beyond the two-day window. We always plan for this tail effect by maintaining slightly elevated ad spend for 7-10 days after the event ends.

Want your Amazon account event-ready?

Our Amazon specialists prepare clients for every major deal event year-round. Book a free Amazon account review or call us on 01530 560177 .

Author

Abhilav Vishwakarma, Amazon Marketplace Leader - Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He specialises in Amazon PPC, listing optimisation, deal strategy, and account growth. Abhilav and the team work on client accounts daily, preparing brands for Amazon’s major events and driving year-round performance.

Amazon FBA Inventory Reimbursement Policy Update

Mon, 23 Dec 2024 15:37:00 GMT

As your trusted Amazon account management agency , we want to keep you informed about an important update to Amazon's Fulfilment by Amazon (FBA) inventory reimbursement policy.
Amazon released their announcement this week and this change will affect how you're compensated for lost or damaged inventory before customer orders.
Let's break down the key points and what they mean for you as an Amazon seller.

What is FBA?

FBA is Fulfilment by Amazon which is where Amazon handles the complete fulfilment process for you. From storing your products, to packaging and sending them to your customers, Amazon takes the pressure out of selling your products online. They even handle customer support and returns.

This is different to FBM, which stands for Fulfilment by Merchants. With FBM, the merchant, or seller (you), is responsible for storing, packing, shipping and delivering products to customers.
The FBA Inventory Reimbursement Policy changes only affect FBA sellers.

What is the FBA Inventory Reimbursement Policy?

Amazon’s FBA reimbursement policy is designed to compensate sellers for items that are lost, damaged, or rendered unsellable while stored in Amazon’s fulfilment centres (FC) or during shipping. This policy reflects Amazon’s commitment to addressing mishandled products and protecting sellers from financial losses caused by factors beyond their control.
While losing or damaging an item can be frustrating for sellers, the reassurance of a reimbursement policy provides an added sense of security. However, the process isn’t automatic—sellers must actively identify eligible claims and ensure they are filed within the required timeframe.

A copy of the FBA inventory reimbursement policies can be found here:

FBA lost and damaged inventory reimbursement policy .
FBA inventory reimbursement policy: Shipment to Amazon claims
FBA inventory reimbursement policy: Fulfilment centre operations claim
FBA inventory reimbursement policy: Removals claims
FBA customer returns reimbursement policy
FBA shipping label reimbursement policy

What are the eligibility criteria for making a claim?

At the time of writing, under the FBA inventory reimbursement policy, for the product or item to be eligible, all of the following must be true. At the time it is lost or damaged:

The item must be registered in FBA;
The item must comply with FBA product restrictions and with FBA inventory requirements.
The items and quantities stated in your shipping plan are the exact items and quantities you have sent;
The item is not pending disposal or was not disposed of at your request or because we have exercised a right to do so.
The item is not defective and was not damaged by a customer.
Your selling account is in normal status when you file a claim for a lost or damaged item.

Always check the latest eligibility criteria when making a claim.

How to make a claim:

If your item is eligible under this policy and you haven't already been reimbursed, you can file a reimbursement claim. The process to a file a claim varies depending on where in the fulfilment process your item is lost or damaged.

Shipment to Amazon claims
Fulfilment centre operations claim
FBA customer returns reimbursement policy
Removals claims

What does the policy currently say?

Amazon currently calculates your reimbursement using a specific formula that generally considers the average price of your product over the past 90 days to estimate its market value. If your product has been listed at different prices, Amazon might use the lowest price.

Currently, the reimbursement takes into account shipping fees, fulfilment costs, and other applicable charges.

It’s essential to understand that Amazon may not always reimburse you for the exact retail price of your product. Factors such as the product’s age, market demand, and other relevant considerations can influence the reimbursement amount. For example, if your product is discontinued or has a high return rate, the reimbursement might be lower than anticipated.

New Policy Changes

As part of the Amazon reimbursement policy update, Amazon is revising its reimbursement calculation method for FBA inventory.

The main changes are:

Reimbursement based on manufacturing cost: Amazon will now reimburse sellers based on the product's manufacturing cost rather than the sales price.
Manufacturing cost definition: This refers to your cost to source a product from a manufacturer, wholesaler, reseller, or produce the item if you're the manufacturer. It excludes shipping, handling, customs duties, and other additional costs.

Implementation Date

The new policy will take effect on 10th March 2025. This gives sellers a few months to prepare and adjust their strategies accordingly.

Impact on Sellers

This change will likely have significant implications for your business.
The biggest impact will be potentially lower reimbursements. Since reimbursement will be based on manufacturing costs rather than sales prices, you may receive lower compensation for lost or damaged items. This manufacturing cost, as defined above, does not include the additional costs that may have been incurred, such as shipping to the FCs, handling and even merchant branding. Often, the manufacturing cost is a small percentage of the overall cost of the product.

Amazon states that these changes will provide a more consistent approach to reimbursements. Amazon aims to provide greater transparency and predictability in reimbursement calculations across various sales channels. Currently, Amazon uses a calculator to determine the amount to reimburse a merchant. By simplifying it to the manufacturing cost, it is clearer what reimbursement a merchant will receive.
Amazon are allowing 2 ways of providing manufacturers' costs, giving merchants greater control.

These are:

You provide your own manufacturing costs;
You can use Amazon's estimates of the manufacturing costs.

Preparation Steps for Sellers

To prepare for this change, we recommend the following actions:

Review manufacturing costs: Start gathering accurate data on your product manufacturing costs.
Explore the new tool: In late January, Amazon will introduce a "Manage Your Manufacturing Cost" page in the Inventory Defect and Reimbursement portal. Familiarise yourself with this tool.
Decision on cost provision: Decide whether you want to provide your own manufacturing costs or use Amazon's estimates.
Resolve outstanding reimbursements: If you are owed any reimbursements prior to 10 March 2025, resolve them as quickly as possible to avoid being negatively impacted by the policy change.

Consequences of not taking action

If you take no action, or if you decide not to provide your own manufacturing costs:

Amazon will automatically apply their manufacturing cost estimate to your products.
You may receive reimbursements that don't accurately reflect your true manufacturing costs.

Our Agency's Advice

As an Amazon account management agency, we strongly recommend the following:

Proactive approach: Don't wait until March. Start preparing now by reviewing your manufacturing costs for all FBA products.
Accurate cost submission: When the tool becomes available, provide accurate manufacturing costs for your products to ensure fair reimbursements.
Regular updates: Keep your manufacturing cost information up to date, especially if you change suppliers or production methods.
Monitor reimbursements: After the policy takes effect, closely monitor your reimbursements to ensure they align with your expectations.
Optimise inventory management: This change emphasises the importance of minimising lost or damaged inventory. Review your packaging and handling processes to reduce potential losses.

By taking these steps, you'll be well-prepared for the policy change and can minimise its potential negative impact on your business.

Remember, we're here to help you navigate these changes and optimise your Amazon selling strategy.

Amazon PPC: How to Set Up and Run Profitable Ad Campaigns

Mon, 12 Aug 2024 13:36:00 GMT

Updated: March 2026

Amazon PPC (Pay-Per-Click) is the fastest way to get your products in front of shoppers who are ready to buy. You choose which products to advertise, set a budget, and only pay when someone clicks on your ad. When set up correctly, PPC drives immediate visibility, increases sales velocity, and strengthens your organic ranking over time. This guide covers the three Amazon ad types, how to structure your campaigns, what a good ACOS looks like, and the most common mistakes we see when auditing seller accounts.

What Is Amazon PPC and How Does It Work?

Amazon PPC is Amazon’s advertising platform for sellers and vendors. It works on an auction model: you bid on keywords or product targets, and Amazon shows your ad to shoppers searching for those terms. You only pay when someone clicks your ad, not when it’s displayed.

The amount you pay per click depends on how competitive the keyword is and what other sellers are bidding. You set a maximum bid, but you’ll usually pay slightly more than the second-highest bidder — not your full bid amount.

Industry data shows that Amazon advertisers typically see a return on ad spend (ROAS) of 3:1 to 4:1, meaning for every £1 spent on PPC, you earn £3–£4 in revenue. At Kangaroo UK, our managed accounts regularly exceed this benchmark because we combine PPC with listing optimisation and keyword research to ensure the traffic we drive actually converts.

What Are the Three Amazon Ad Types?

Amazon offers three main PPC ad formats. Each serves a different purpose, and a good strategy typically uses all three together.

Sponsored Products - These are the most widely used Amazon ads. They promote individual product listings and appear in search results and on product detail pages. Sponsored Products are keyword-targeted, meaning your ad shows when a shopper searches for a term you’re bidding on. They’re the best starting point for most sellers because they drive direct sales and the setup is straightforward.

Sponsored Brands - These ads appear at the top of search results and showcase your brand logo, a custom headline, and up to three products. They’re designed for brand awareness and are particularly effective if you have a range of products in a category. Sponsored Brands are only available to sellers enrolled in Amazon Brand Registry. Video ads are also available within this format and tend to achieve higher click-through rates than static ads.

Sponsored Display - These ads target shoppers based on their browsing behaviour, both on and off Amazon. You can retarget people who viewed your product but didn’t buy, or target shoppers browsing competitor products. Sponsored Display is the closest Amazon gets to traditional display advertising and is useful for remarketing and competitor conquesting.

How Should I Structure My Amazon PPC Campaigns?

Campaign structure is where most sellers either get it right or waste a lot of money. A clear structure makes it easier to control budgets, track performance, and optimise over time.

Start with automatic campaigns. When you launch a new product, run an automatic Sponsored Products campaign first. Amazon chooses which keywords to target based on your listing content. This acts as a discovery tool — it shows you which search terms shoppers are using to find products like yours. Let it run for 2–4 weeks to gather data.

Harvest and move to manual. Review the search term report from your automatic campaign. Identify the keywords that are driving sales at a profitable ACOS, then move those into a manual campaign where you have full control over bids. Add the best-performing terms as exact match keywords for tighter targeting.

Use negative keywords aggressively. In the Amazon accounts we audit at Kangaroo UK, the single most common waste of ad spend is a lack of negative keywords. If a search term is costing you clicks but not converting, add it as a negative keyword so your ads stop showing for that term. This alone can cut wasted spend by 20–30% in most accounts.

Separate brand and non-brand campaigns. If shoppers are searching for your brand name, those clicks will convert at a much higher rate than generic searches. Keep branded keywords in a separate campaign so you can allocate budget efficiently and measure true brand vs non-brand performance.

What Is ACOS and What Should Mine Be?

ACOS stands for Advertising Cost of Sale. It’s the percentage of your ad-attributed revenue that you spent on advertising. For example, if you spent £10 on ads and generated £50 in sales, your ACOS is 20%.

What’s a good ACOS? It depends on your margins. If your product has a 30% profit margin before ad spend, then an ACOS below 30% means you’re making money on every sale. Industry averages sit around 20–36% depending on the category, but the right target ACOS is specific to your product’s economics.

ROAS (Return on Ad Spend) is the inverse: it tells you how much revenue you earned for every pound spent. A 25% ACOS equals a 4:1 ROAS. We track both metrics for our clients and set targets based on individual product margins, not generic benchmarks.

For a deeper dive into which metrics to monitor and what good looks like, see our guide on PPC tracking metrics .

How Much Should I Spend on Amazon PPC?

There’s no single right answer, but there are sensible starting points. For a new product launch, we typically recommend starting with £10–20 per day on Sponsored Products to gather data. Once you know which keywords convert, you can increase spend on those and cut the rest.

A common rule of thumb is to allocate around 10% of your expected revenue to Amazon advertising. So if a product generates £5,000 per month in sales, a £500/month PPC budget is a reasonable starting point. As your campaigns mature and you identify your profitable keywords, you can scale up confidently because you’re spending based on data, not guesswork.

During deal events like Prime Day and Prime Big Deal Days, we increase daily budgets by 2–3x and monitor hourly. CPCs rise significantly during events — industry data from October 2025 showed a 43% year-on-year increase in CPCs during Prime Big Deal Days — so your normal budget will run out faster.

What Are the Most Common Amazon PPC Mistakes?

In the accounts we audit at Kangaroo UK, we see the same mistakes repeatedly:

No negative keywords. This is the number one waste of ad spend. Without negatives, your ads show for irrelevant searches and you pay for clicks that will never convert.
Running only automatic campaigns. Automatic campaigns are a great starting point for discovery, but relying on them long-term means Amazon controls your targeting. You need manual campaigns with exact and phrase match keywords to maximise efficiency.
Advertising products that aren’t retail-ready. Driving traffic to a listing with poor images, weak bullet points, or no reviews is throwing money away. Make sure your retail-ready listings are in place before increasing ad spend.
Setting and forgetting. PPC is not a set-it-and-forget-it channel. Bids, budgets, and keywords need regular optimisation based on performance data. We review our clients’ campaigns daily.
No campaign structure. Dumping all products and keywords into a single campaign makes it impossible to control where your budget goes. Structured campaigns by product, match type, and brand vs non-brand give you the control you need to scale profitably.

Do I Need an Agency to Manage My Amazon PPC?

You can set up and run Amazon PPC yourself through Seller Central. The interface is manageable for basic campaigns, and for sellers with a small catalogue, it’s a reasonable place to start.

Where it gets complex is when you’re managing multiple products across multiple ad types, trying to scale without blowing your ACOS, or competing in categories where CPCs are high and margins are tight. That’s where an experienced Amazon marketing services team makes the difference, not because we know a secret trick, but because we’re in the data every day, making the small adjustments that compound over time.

At Kangaroo UK, PPC management is part of our broader Amazon account management service. We don’t run PPC in isolation; it’s integrated with listing optimisation, keyword strategy, and deal planning. That joined-up approach is what consistently delivers better results than PPC management alone.

Want help getting more from your Amazon ads?

Our Amazon PPC specialists manage campaigns daily for brands across the UK.

Book a free Amazon PPC review or call us on 01530 560177 .

Author

Abhilav Vishwakarma, Amazon Marketplace Leader - Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He specialises in Amazon PPC strategy, campaign optimisation, and account growth. Abhilav and the team review client PPC campaigns daily, driving measurable improvements in ACOS, ROAS, and overall profitability.

The New Way to Optimise Amazon Listings for Search!

Wed, 24 Apr 2024 09:31:00 GMT

It's no secret that getting your product listings properly indexed on Amazon is crucial for visibility and sales. However, Amazon has recently made some significant changes to how sellers can input search terms and keywords.

Previously, there was a "keyword" field where sellers could enter up to 250 characters of search terms. The requirements were that terms had no repetitions, no brand names, no special characters including comma and stuck to that 250 character limit.

That field has now been removed entirely. In its place is a "generic keywords" section under the product details tab. At first, many sellers assumed the same rules applied - stick to unique keywords, avoid brands and repetition, and stay under that character count.

However, that assumption proved to be incorrect!

We can still use the traditional way of checking if a product is indexed or not via a keyword by searching "Amazon ASIN + keyword" if your product does not show then the listing is not indexed for that specific keyword or phrase.

To investigate further, tools like Helium 10's Index Checker revealed a startling reality - many common words and high-volume keywords were no longer indexed for many previously optimised listings.

The New Keyword Optimisation Strategy

So what's the “new” best practice for inputting generic keywords in 2024?
The format has changed significantly:

Enter keywords separated by a semi-colon (;) and a space
Focus on exact phrases people actually search for
Include as many high-volume, relevant keywords as possible
Arrange the keywords in descending order
Character limit is around 500 now instead of 250

How to find high-volume keywords for Amazon listings

But how do you find those all-important high-volume, relevant keywords? Here's the new multi-step strategy:

Use Helium 10's Cerebro tool to reverse ASIN search and analyse your competitors' listings and rankings for your main keywords. This will generate a massive list of the keywords your competitors are indexed for.
In Cerebro, filter the keyword list by search volume, excluding any keywords with low search volume or those that are irrelevant to your product. You want to keep only high-volume, highly relevant terms.
Export the filtered, prioritised list of keywords to an Excel sheet.
Analyse the remaining keywords and remove any others that seem irrelevant or like a poor fit for your listing.
Sort the keywords in descending order.
Use Helium 10's Frankenstein tool to format the final keyword list properly. Copy and paste the keywords into Frankenstein, select the options -
"Maintain Phrases" which will maintain the keyword phrases
Remove Duplicates
Protect Numbers - To preserve numbers appearing in search terms/ keywords such as 500g, 540 Rouge etc.
Convert to lowercase - random capitalisation is not allowed in Amazon
Add commas with spaces
Remove special characters

7. In a Word document, use the "Replace" function to replace all commas with semicolons so your keywords are separated by semicolons as Amazon now requires.

8. Copy the semi-colon separated keyword list from Frankenstein and paste it directly into the generic keywords field in your Amazon listing.

While more work is required now, following this process of comprehensive keyword research and reformatting with tools like Cerebro and Frankenstein should enable you to get your listings indexed adequately for all the most important, highest-volume phrases your target customers are searching for.

Keeping up with Amazon's ever-evolving policies is crucial for success on the platform. This new method for optimising generic keywords may seem like an extra hassle, but it ultimately allows sellers to have their products visible for a wider variety of highly relevant, high-value search terms.

Kangaroo UK provides Amazon Search Engine Optimisation (SEO) services to boost product visibility within Amazon's search results pages. If you need help, boosting visibility online, Contact Us and talk to one of our Amazon experts today.

How to Contact Amazon UK - Easy & Accessible Customer Service

Mon, 18 Dec 2023 17:46:00 GMT

How to Contact Amazon UK: Easy & Accessible Customer Service

Welcome to our comprehensive guide on how to contact Amazon UK! In today's fast-paced digital world, efficient customer service is crucial for providing a seamless online shopping experience. This content plan aims to help you easily contact Amazon UK for any inquiries, complaints, or support you may need.

Customer service is a key aspect of any successful business, and Amazon UK understands this better than anyone. They strive to provide exceptional support to their customers, ensuring their concerns are addressed promptly and effectively. Whether you have questions about an order, need assistance with a damaged item, or want to give feedback on their services, Amazon UK offers multiple channels through which you can easily contact them.

The ease and accessibility provided by Amazon UK's customer service options make it effortless for customers to obtain the assistance they need. They offer various methods of communication, including phone, email, and live chat, ensuring that you can choose the most convenient way to connect with their support team.

So, if you ever find yourself in need of assistance while shopping on Amazon UK, rest assured, Amazon customer service is just a few clicks or a call away. Let's dive into this content plan and explore the different ways to contact Amazon UK, making your shopping experience even more enjoyable and stress-free.

To begin, let's explore the different contact options provided by Amazon UK.

Customer Service Channels

Phone Support

To chat with Amazon Customer Service UK, visit Amazon Customer Service, select 'Something else,' then choose 'Contact Us,' and finally select 'Request a phone call from customer service' from the chat options.

The phone support is available 24/7, so you can contact us anytime, day or night.

Before making a call, it's advisable to have relevant information ready, such as your order number or account details. This will help us serve you more efficiently.

For Sellers, you will need to raise a case log and follow the instructions; if the phone line is available, it will show as an option to click and request a callback.

Live Chat Support

Accessing live chat support on the Amazon UK website is simple. Just visit the Amazon website and click on the "Support" tab to initiate a chat.

Utilising live chat offers various benefits, including convenience and real-time assistance from our dedicated support agents.

Please note that live chat support is available from 9 am to 6 pm (GMT) on weekdays and 10 am to 4 pm (GMT) on weekends.

For Sellers, that option can be found after you have raised a Case Log.

Email Support

Contacting Amazon customer service via email is easy. Simply send your inquiries to support@amazon.co.uk.

Our dedicated email address ensures that your queries receive prompt attention from our customer service team.

To ensure an effective response, we recommend using clear subject lines and providing detailed information about your issue.

Sellers will need to raise a case log and monitor the reply, which can take 24 hours to respond.

Social Media Support

You can also connect with Amazon on our various social media platforms, including Facebook, Twitter, and Instagram.

For inquiries and support, send direct messages on these platforms for privacy and security purposes.

Sellers will need to communicate by raising the case logs function only.

Tips and Best Practices for Efficient Communication

Provide Clear and Concise Information

Encourage customers to clearly describe their inquiries, complaints, or support needs.
Suggest including relevant product details, order numbers, and account information where applicable.
Advise customers to use bullet points, numbered lists, or headings for clarity. Be Polite and Respectful
Maintain a polite and respectful tone when communicating with the Amazon UK team.
Highlight the value of positive and constructive feedback in resolving issues effectively.
Suggest customers avoid using offensive or aggressive language.

Use FAQs and Help Pages

There is a tremendous amount of information available in Amazon UK's FAQ sections and help pages. Please look at these before contacting customer service.

Use the search function to find answers to your questions quickly; you may need to do a second search to narrow your question further to find the answer you are seeking.

Waiting for a response from Amazon can often take longer than you think; use the FAQ section to help you find the answers you are looking for.

Additional Support Resources

Community Forums and Discussion Boards

Join the Amazon UK user communities and forums to seek guidance from fellow users and share your experiences. These forums provide a wealth of knowledge and solutions for common issues faced by customers.

It is essential to read and adhere to the community guidelines and policies to maintain a respectful and constructive environment for all participants.

Help Centre and Support Website

Access Amazon UK's comprehensive help centre and support website for answers to frequently asked questions and extensive support resources.

The help centre covers various categories and topics, including account assistance, orders and returns, digital services, devices, and more. Browse the website to find self-help resources and step-by-step guides for specific issues.

Feedback and Complaints

We value your feedback and encourage you to share your experience with Amazon UK's customer service. Your feedback helps us improve our services and resolve any issues promptly.

You can submit your feedback or complaints through the appropriate channels provided by Amazon UK. We appreciate your input and strive to provide exceptional customer support.

Conclusion

Summarising the main points of this content, we have examined the various ways to contact Amazon UK's customer service team. We learned about the various channels available, such as phone, email, and live chat, along with useful tips for effective communication. Additionally, we explored the extra support options provided by Amazon UK, including their detailed FAQ section and online help community.

These resources can be very helpful in finding quick solutions to common questions and problems. Throughout this content, it is clear that Amazon UK focuses on providing excellent customer service. They recognise the importance of offering a responsive and helpful support system to ensure customer satisfaction. Therefore, if you have any questions, complaints, or need support regarding Amazon UK's products or services, rest assured that contacting them is straightforward.

You can reach the Amazon customer service team through various channels, such as email, phone, or live chat. Remember, Amazon UK values your feedback and is dedicated to resolving any issues you encounter. Their dedicated customer service team is always ready to assist, ensuring your shopping experience with Amazon UK remains exceptional. So, don't hesitate to contact Amazon UK whenever you need help. They are here to support you! If you're a Seller facing a problem, contact us at Kangaroo UK, and an Amazon technical expert will be happy to assist.

How to claim VAT back on Amazon Seller Fees!

Mon, 25 Sep 2023 13:53:00 GMT

How to claim VAT back on Amazon Seller Fees

If you have Seller Central, paid FBA seller fees, based in UK, sold products in UK marketplace, have a turnover under £85,000, and aren't VAT-registered, then Amazon owe you a VAT refund of 20%.

Amazon is shedding out millions of pound in VAT refunds after it was discovered they were charging non-vat registered UK Sellers 20% VAT on top of their Amazon FBA fees and storage fees. The reason is that Amazon's business entity is charging the VAT is based in the Netherlands, which is exempt from the 20% UK VAT requirements.

This step by step guide will show you how to claim back 20% VAT on all Amazon fees and storage fees.

You are a sole trader or a limited liability company
You are a UK based business registered with Companies House
You have sold products on the UK Marketplace
You are not VAT registered
Your turnover is less than £85,000

No you can't. This is because the Amazon entity charging you these fees is based in Ireland, which is under UK law.

Log into your Seller Central account
Click the '?' icon for Seller Support
Click 'Browse for your issue in menu' in blue
Click 'Request a VAT refund on Amazon fees

Within your message, you must state the following:

You are a UK resident
You sell in the UK Marketplace
Your annual turnover is less than £85,000
Your company is not VAT registered

Example text to send to Amazon requesting a VAT refund on FBA fees.

Here are two example of text you can copy and paste into the box provided in your application vat refund.

Sole Trader: "I am a UK resident selling solely in the UK marketplace. My annual turnover is less than the £85,000 threshold, and my limited company is not VAT registered."

Limited Company: " As I am a UK based seller that is a limited company and under the £85,000 threshold, I understand that I am classified as VAT exempt by Amazon. I would therefore like to request a refund for VAT paid on all Amazon fees on my account. Please could you look into this and confirm that the refund will be processed?"

We've found it's best to let Amazon reply back asking for a copy of the certification of of company registration and the latest set of company accounts. Here is our recommended response. Feel free to change it and customise it to fit your business.

You have a set of accounts:

"Attached is my Certificate of Incorporation [and annual accounts showing turnover is less than £85,000].

Our business name is [X] and we have been trading on Amazon since [X]. We would therefore like to be reimbursed VAT on fees paid since [X] ."

You don't have a set of accounts:

If you are a new seller with less than 12 months of trading, you won't have any accounts yet. In this instance, we recommend sending the following response.

"My business name is [XYZ], and I've been trading on Amazon since [date]. I don't have any accounts, but I can provide evidence of my sales income by [provide your evidence] ."

Note: Amazon may contact you again to request additional evidence to confirm that you fall under the £85,000 turnover threshold.

Amazon will calculate the fee that is due back to you and once confirmed, a rebate is due back to you it will take 3 months before a refund of VAT will be returned.

Amazon will transfer your account to the VAT exempt category. Your sales and sales performance will not be affected by the move.

At Kangaroo UK we offer a daily account management service where we remove all the pain by doing this work for you. Should you have any questions or would like to speak with one of our AMZ experts, please contact us and we will be happy to help.

Amazon Video Advertisements Guide

Wed, 20 Sep 2023 12:53:00 GMT

This is an Amazon video ads guide to help navigate the complexities within AMZ

Do Amazon Video Ads really work? Creating video ads can be costly, is it worth the investment? The short answer is Yes, we've seen them working really well consistently adding profit to the seller's bottom line.
It’s no surprise that we found buyers are impatient. Buyers want you to explain why your product stands out and what’s unique about it so they can quickly assess if your product will be the answer they are looking for. So if you can present this well-thought-out, short video, you can guarantee a higher conversion rate after the video has been watched. Concluding that good product videos significantly influence the buyer's decision-making process.

Here are six reasons to use video in your Amazon advertising campaign.

AMZ video ads disrupt the buyer's attention. Eye-catching videos catch the buyers' eyes and give you those extra seconds to assess if you are the solution they are looking for.
They quickly educate the audience on why your product is different, better, faster, easier to use or more reliable… than the competitors.
It is an easy way to highlight your brand's values and what you stand for as a seller.
Build trust and loyalty faster between the buyer and the brand.
Video ads have a lower cost per click and higher conversion rates, resulting in a higher return on ad spend.
Buyers are three times more likely to convert through a video ad than from a Sponsored Product Ad or Display Ad. link to source

When did AMZ Sponsored Display ads start in Amazon?

AMZ Sponsored Display ads were only launched in 2022, and only a few brands have taken advantage of this new advertising opportunity. The brands that have adopted this new form of advertising quickly realised its importance in the buyer's decision-making process and the positive effect it had on converting listing visitors into repeat customers.

What are Amazon video ads?

An Amazon Video ad is a form of digital advertising that leverages the power of moving visuals and sound to promote a product or a brand. It's well known that people watch over an hour of short-form content on social media services every day, and buyers have learnt they can consume more information quickly by watching product ads.

What is the difference between Sponsored Brand and Sponsored Display advertising in AMZ?

In Amazon UK, video ads are located under 'AMZ Sponsored Brand Ads' and 'AMZ Sponsored Display Ads'. AMZ Sponsored Display ads were recently launched in 2022.As a brand-registered Amazon Seller, you can run Sponsored Brand Ads and showcase your brand's presence. You can run ads to showcase the brand values, or you can run product-specific campaigns to promote a particular product to improve product awareness. Sponsored video Ads are becoming the most popular way to promote products and raise awareness.

A sponsored Brand ad appears on the buyers' search results page of Amazon. These video ads should be product-focused and show the advertised product within the first second. The goal of an Amazon video ad is to help products stand out and catch the buyer's attention. This type of advertising is very popular, enabling the brand to demonstrate why prospective buyers should purchase its product quickly.

Different ways of using video ads

To demonstrate how to build, install, use or apply your product in real-world situations.
Real-life social media style short-form content that promotes your product.
Demonstrate your brand and company story.
Combine multiple videos to create a comprehensive training or troubleshooting guide.
Videos from your customers, influencers or brand ambassadors.

Video ads allow you to add depth and substance to your product and the meaning behind the brand.

Amazon Video Ads Guidelines

Your first task is to check if you have Amazon Brand Registration. To qualify for this exclusive program, you must fulfil the following criteria:

You must possess an active textual trademark registered with the World Intellectual Property Organisation (WIPO) or the European Union Intellectual Property Office (EUIPO). Or You must have a pending trademark in your country of operation. Plus the trademark needs to be in one of the following countries .
Additionally, having an active Amazon Seller Account and obtaining approval before submitting your videos is essential. The approval process typically takes 72 hours. Further details regarding the requirements are outlined in the subsequent section below.
Your video must pertain to the product categories you have listed in the Brand Registry. If you wish to submit a video for products outside your registered list, you must first seek approval for the new category.

It's worth noting that Amazon strictly prohibits video submission for brands not under your ownership. For instance, if you are a wholesaler selling products from other brands, you cannot submit a video for those particular products.

Amazon video ads specs for the Sponsored Brand Video ads

Amazon video ads must include the following...

Note: Video files are transcoded to optimise their size and appearance in Amazon’s ad placements.It is essential to ensure that your video does not include call-to-action elements that encourage clicking (e.g., a button shape that says “Learn More”). Clicking on the video player will play or restart the video with sound enabled.In addition to these requirements, we recommend...

Using a short video clip, we recommend that the core of the message be delivered within the first 5 seconds.
Ensure your ad is clear and engaging without sound. For example, show products in use instead of a person describing the product. Use text headlines in your video to get the point across without narration.

Examples of AMZ Sponsored Product Ads

We see well-optimised product video ads giving a ROAS between £7 to £12 and occasionally more.

Amazon video ads are the future

A survey conducted by Statista in 2021, states “In 2021, the most widely used video types in global marketing communication were live videos and brand videos. product demos and social video were also a popular choice for B2B video marketing campaigns. Training videos were used by 45 percent of global marketers, and customer testimonials were used by 39 percent of respondents.” One of the primary reasons video marketing holds such importance is its popularity among audiences. According to research, two-thirds of consumers prefer watching videos to acquire information about products or services rather than reading about them. Furthermore, in the first half of 2021, video accounted for the largest proportion of Internet traffic worldwide, standing at 53.7%, with social media trailing at a distant second with 12.7%. For marketers, it is crucial to disseminate their messages through video, ensuring they reach consumers where and how they are most likely to engage.
Here are some benefits of video ads

Broaden your reach to a wider audience
Engage and captivate the prospective buyers' attention
Develop compelling content for effective marketing
Highlight your brand and products effectively
Amazon Ads can be an enormous help to e-commerce businesses that want to
Build brand awareness
Drive traffic
Get more clicks to their listings
Increase sales

Amazon video ads is an effective way to grab prospective buyers' attention as they combine movement and sound. This makes them an efficient way to convey your message and increase engagement. You can use video ads to promote your products or services on Amazon at a low cost. To ensure that users can easily find your video ads, it is important to use relevant keywords in the tags of your video ads.
Dos and Don’ts of Amazon video ads

Amazon has established specific guidelines and acceptance policies for creating videos through its platform. Furthermore, they provide a comprehensive section with seven key points on the Amazon Advertising Platform . In the following discussion explores some frequently overlooked requirements:

Amazon video ads - Don'ts

Don't reference a physical address, location, or website URL in the video.
Don't give warranty or guarantee claims.
Avoid using statements or language that could harm or discredit a competitor.
Don't use excessive animation or distracting elements.
Don't include a price savings claim.
There should be no reference to generic terms like “Leading Brand”, or “Best Quality” statements.
Don't use customer reviews from third-party sources.
Don't use slang words in your campaign.
Don’t use language that exerts pressure or creates a false sense of urgency.
Don't use a Call To Action in the video like SHOP NOW, BUY NOW.

Amazon video ads - Do's

Showcase your product/brand effectively.
The video should be attention-grabbing. The first 5 seconds are important.
Your brand logo should be visible.
Video ads should be able to convey the message, whether it is to highlight the product or the brand. Make sure the video is recorded in a clean and professional environment. If you use a third-party library as a video resource, make sure it is copyright-free.

Follow the Amazon ads guidelines below for Amazon video ads spec.

The process to upload Amazon Video Ads

Below are instructions on how to create Sponsored Brands Video Ads:
Step 1 - Go to the Campaign Manager Homepage and click on 'Create Campaign'.

Step 2 - After clicking on Create Campaign, we will be directed to this screen. Select 'Sponsored Brands'.

Step 3 - Follow the prompts

Provide the campaign name,
Choose a portfolio,
Set the budget,
Choose Automated Bidding to save in Ad Spend since it will allow flexible bid placement over time.
Choose a suitable Ad Group name
Select Video under Ad Format

In the 'Landing Page' option, we can either choose

Store on Amazon (including sub-pages) or
Product detail page

Based on this, we can develop a brand-centric video that showcases the brand's essence or a product-oriented video that focuses on highlighting the USPs of the product. We recommended running one store video and 5 to 10 product videos. Each is on a different campaign so that budget can be controlled for each product. We can also measure the individual video performances of the products.

Step 4 - Select the Product

Step 5 - Select the Targeting

If you have ever run an Auto Campaign, you know you need good search term data to harvest the most relevant keywords.

The Search Term report also provides us with the ASIN data for which our product ads were shown, and if those ASINs have resulted in any orders, they can be used for 'product targeting.' As an agency, we run Auto Amazon ads Campaigns alone for 15-30 days to generate enough data to then set up an Amazon ads Manual Campaign. If there is an urgency to set up a manual campaign/video campaign, we use various keyword research tools like Helium 10 , Jungle Scout , SellerTools . When your set of keywords is ready, upload them here.

In the Keyword Targeting tab, click 'Enter List' and upload your keywords. You may choose all three match types, i.e. broad, phrase and exact. The Suggested Tab also provides good keyword suggestions, which can be worth experimenting with.
Step 6 - Create an Amazon ad

Name your Amazon Ad, for simplicity, we use a nomenclature which follows every ad and apply the same nomenclature for Ad Groups and Campaigns.

After naming the Amazon ad, Upload the Video which meets the Amazon video ads specs.

Step 7 - Submit the brand video ad for review

Before submitting your video for review, carefully review and double-check all the steps and data you have filled in for the ad. It is important to ensure that your video fully complies with Amazon's policies. Once you have verified everything, confidently click the 'Submit for Review' button.Once you submit your campaign, Amazon may take 15 minutes to 72 hours to approve it. Approval is subject to meeting all of Amazon's requirements.

Designing a perfect video ad

Define your objective: Identify the purpose of your video ad. Is it to raise brand awareness, drive sales, or inform viewers about a product/service? Having a clear objective helps guide the design process.
Know your target audience: Understand your target audience's preferences, interests, and demographics. Tailor your video ad to resonate with them and address their needs or desires.
Keep it concise: Attention spans are limited, so aim for a short and impactful video ad. Ideally, it should be under 30 seconds to maintain viewer engagement throughout.
Start strong: Capture the viewer's attention from the beginning. Begin with a compelling hook, an intriguing question, or an eye-catching visual to pique their interest immediately.
Tell a story: Weave a narrative or storyline within your video ad. Storytelling can create an emotional connection, enhance engagement, and make your ad more memorable.
Showcase your unique selling points: Highlight the key benefits or features of your product/service. Communicate why your product stands out and why viewers should choose it over alternatives.
Note: Avoid mentioning competitors' names, taglines, or other means indirectly highlighting competitors.
Use visuals strategically: Visual elements play a crucial role in video ads. Utilise high-quality images or videos that are visually appealing, relevant, and aligned with your brand's aesthetics.
Incorporate compelling audio: Though music is not mandatory in Amazon, sound effects, music, and voice-overs can enhance the impact of your video ad. Choose audio to complement the visuals and create the desired atmosphere or emotional response. Bear in mind that your video ad should be comprehensible even without the presence of music.
Include clear call to action: Direct viewers on what they should do after watching the ad. Whether visiting the brand storefront or purchasing a product, provide a clear and concise CTA (call to action).
Test and refine: Continuously monitor the performance of your video ad and gather feedback. Analyse metrics such as engagement rates, conversion rates, and view duration to identify areas for improvement and refine your future video ad campaigns.

Remember, creating a perfect video ad requires a mix of creativity, understanding your audience, and data-driven optimisation.

Measuring Amazon video ads performance

Besides General Metrics, Amazon has recently launched the following Metrics specific to Video Ads.

New-to-brand (NTB) orders
% of orders new-to-brand (NTB)
New-to-brand (NTB) sales
% of sales new-to-brand (NTB)
Viewable impressions
Cost per 1,000 viewable impressions (VCPM)
Detail page views (DPV)
New Feature
Video first quartile
Video midpoint
Video third quartile
Video complete
Video unmute

Conclusion

Sponsored video ads on Amazon can be a game-changer for sellers, especially when targeting the UK customer base. The rising popularity of video content consumption in the UK and the effectiveness of video ads in influencing purchase decisions make video advertising a powerful tool for Amazon sellers. By creating compelling video content, choosing the right ad formats, and optimising their ad campaigns, sellers can harness the power of video ads to increase visibility, enhance product discoverability, and drive higher conversion rates. By taking advantage of Amazon's robust advertising platform and incorporating video ads into their marketing strategy, sellers can position themselves for success in the highly competitive Amazon marketplace.

Kangaroo UK stands out as a leading full-service Amazon agency for listing management , product photography , PPC Advertising and SEO . We deliver exceptional results for sellers with a proven track record of success, we have demonstrated our expertise in effectively running Amazon PPC campaigns, achieving an impressive overall return on ad spending (ROAS) of over £7. Additionally, we excel in creating and executing highly successful Amazon video ad campaigns, leveraging the power of engaging video content to drive brand visibility, boost conversions, and maximise sales on the Amazon platform. You can trust Kangaroo UK to grow your Amazon business and unlock its full potential. Contact Us to discuss what we can do for your brand.

Amazon Feedback Manager

Wed, 12 Jul 2023 13:51:00 GMT

Amazon Feedback Manager

AMZ Feedback Manager is a powerful tool that helps you manage and optimise the feedback you receive from customers on your Amazon store. It's like having your own personal assistant dedicated to handling your feedback in a smart and efficient way.

We all know how important customer feedback is. It not only provides valuable insights into the satisfaction of your customers but also plays a crucial role in building trust and credibility for your brand. That's where Feedback Manager steps in to make your life easier.

With Feedback Manager, you can effortlessly monitor, analyse, and respond to customer feedback, all from a centralised dashboard. It saves you time and effort by automating the process of requesting feedback, organising and filtering feedback, and even generating customised responses.

One of the key benefits of Feedback Manager is its ability to proactively request feedback from customers. It allows you to send polite and personalised messages to buyers, kindly asking for their feedback and product reviews. This proactive approach can significantly increase the number of feedback you receive, helping you build a strong reputation on Amazon.

Moreover, the AMZ Feedback Manager enables you to monitor your feedback score and performance metrics in real-time. It provides you with valuable data and insights on customer satisfaction, allowing you to identify areas for improvement and take necessary actions to enhance your customer experience.

Remember, a positive feedback score can greatly influence the buying decisions of potential customers. By effectively managing your feedback through Feedback Manager, you can showcase your commitment to excellent customer service and build a loyal customer base.

In addition to monitoring and responding to feedback, Feedback Manager also helps you deal with any negative or neutral feedback that you might receive. It allows you to quickly address customer concerns and resolve issues, demonstrating your dedication to customer satisfaction.

If customer feedback is a concern for you then contact us and talk to the team here at Kangaroo UK and we will advise you how to overcome this challenge.

AMZ Automated Pricing

Wed, 12 Jul 2023 13:51:00 GMT

Amazon Automate Pricing

Automate Pricing is like having your very own pricing assistant, tirelessly working behind the scenes to optimise your product prices in real-time. It works by leveraging smart algorithms to stay competitive, maximise profits, and keep sales rolling in.

With Automate Pricing, you can bid farewell to manual price adjustments and embrace the power of automation. This nifty tool allows you to set dynamic pricing rules based on factors such as competitor prices, demand fluctuations, and your desired profit margins.

Imagine being able to adjust your prices swiftly and effortlessly, without missing a single product. Automate Pricing empowers you to do just that, ensuring your products are priced strategically to attract customers while maintaining a healthy bottom-line profit.

Now, let's not forget about the friendly nature of this tool. It's designed to give you complete control and flexibility. You can customise pricing rules to align with your unique business goals and pricing strategies. Whether you're aiming to win the Buy Box, drive sales during promotions, or optimise prices based on market conditions, Automate Pricing does this for you.

While Automate Pricing handles the number crunching, you can focus on other aspects of your business, such as expanding your product line, enhancing customer service, or simply enjoying a well-deserved tea break.

However, you still have to do some work. You need to closely monitor your pricing rules, track market trends, and regularly assess the performance of your automated pricing strategy. This ensures you maintain the perfect balance between competitiveness and profitability.

Embrace the power of Automate Pricing in your Amazon Seller Central journey. Let it be your trusty companion, working tirelessly in the background to optimise your prices and push your business forward. With automation by your side, you'll experience newfound efficiency, flexibility, and a stronger competitive edge.

If you would like to learn more about Automate Pricing, then contact us and talk to one of our team here at Kangaroo UK .

AMZ Storefront

Wed, 12 Jul 2023 13:51:00 GMT

Amazon Storefront

AMZ Storefront is a powerful feature that empowers sellers like yourself to create a unique and engaging brand destination on Amazon. It serves as a hub where you can showcase your brand, highlight your product offerings, and connect with customers on a deeper level.

Imagine having your very own virtual shop front on Amazon, where you can showcase your brand and products in a captivating and personalised way. Well, that's exactly what Storefront is all about!

With Storefront, you have the creative freedom to design a visually stunning and fully customisable shopping experience. Think of it as your brand's online storefront, where you can curate product collections, share compelling images and videos, and provide in-depth information about your brand's values, mission, and history.

Not only does AMZ Storefront enable you to establish a strong brand presence, but it also creates trust and brand credibility among customers. When shoppers land on your storefront, they get a glimpse into your brand's personality and can explore your product range with ease. It's like inviting them into your website, where they can browse, discover, and engage with your offerings.

Now, let's talk about the professional side of Storefront. It's a feature designed to help you drive sales and boost customer loyalty. By creating a visually appealing and intuitive Storefront, you can enhance the shopping experience for your customers and encourage them to make repeat purchases.

Moreover, Storefront provides valuable insights and analytics, allowing you to track visitor traffic, conversion rates, and other key metrics. This data empowers you to optimise your storefront over time, making data-driven decisions to improve performance and drive more sales.

Kangaroo UK has designed many AMZ Storefronts for high-growth brands. Contact us for advice, design creation and implementation.

Amazon A+Content

Thu, 29 Jun 2023 16:32:00 GMT

What is A+Content

A+ Content helps sellers grab the users' attention as they quickly scan through your product page, encouraging them to stop and learn about your product. Being able to quickly explain, in seconds, why your product offers the most value will massively boost your sales. Professional sellers understand the importance of having premium A+ Content on all their listings.

A+ Content is like giving your product listings the VIP treatment. It allows you to enhance your product descriptions by adding attention-grabbing images and informative text as the consumer quickly scans through your listing. The longer the consumer is on the listing the more likely they will buy from you.

Within the A+ Content modules, you can showcase products in a more engaging and informative way, enabling you to highlight unique product features and benefits to the consumer. You can also showcase other accompanying products and product comparisons.

How do you qualify to get A+ Content?

You must be the brand owner and enrolled in the Amazon Brand Registry. Once you meet the criteria, you can start creating your attention-grabbing text, uploading your A+ Content, and nurturing your future customers using over 16 different modules.

How to convert more visitors into customers

The trick to higher conversions is having good-quality, attention-grabbing images, good design, a simple explanation, and high-quality video. Make sure your A+ Content is visually appealing, informative, and aligns with your brand's voice and values. And create a customer-focused experience.

There are two types of A+Content

A+Content

As explained above, basic A+Content enables the seller to highlight product features via quality images and text. These additional details help customers make purchase decisions by education and proactively answering questions. The basic A+ content appears in the Product

Description section of the detail page, and includes:

Access to a diverse set of modules/layouts for content creation
Custom paragraph headers and images
Unique image and text layouts
Product comparison charts
Rich text editor, including bulleted/numbered feature lists
Comparison charts allow for a minimum of 2 products/2 attributes to compare items in a product line or across your brand

Premium A+Content

Premium A+Content looks similar at first, but then you will notice subtle differences and enhances module options like wall to wall images, video, product hot-spot features and more. This displays in the Product Description of the detail page as well and includes:
Interactive hover hotspot modules
Multiple video modules
Enhanced comparison charts
Larger images on the detail page
Carousel modules
Q&A module

Pro Tip

To have Premium A+Content on your site you will first need to add a Brand Story to all of your listings.

Comparison Features: A+Content vs Premium A+ContentNew Paragraph

Conclusion

All successful Amazon sellers use A+Content or preferably Premium A+Content on their listing as they know customers value the information shared and this is shown by the increase in product sales.
As an Full Service Amazon Agency we have a team of experienced creative design specialists helping clients improve their messaging, storytelling and branding on all Amazon listings. Contact us to see how we can help you increase your sales by using A+Content as we have for our client Time for Nutrition.

Amazon Chargeback Claims

Fri, 23 Jun 2023 15:30:00 GMT

What is Amazon Chargeback and how does it work?

Imagine you're selling your awesome products on Amazon, but sometimes things don't go as smoothly as you'd hoped.

A "Chargeback Claim" happens when a customer disputes a charge on their credit or debit card related to a purchase they made from you. It's like a customer saying, "Oi, hold on a sec! I'm not so sure about this charge on my card."

Now, Amazon Seller Central has got your back. They act as the middleman between you and the customer, helping to resolve these disputes. When a customer files a chargeback claim, Amazon will investigate the matter and gather all the relevant information from both sides.
Here's the deal: if Amazon determines that the customer's claim is valid, they may refund the customer's money from your account. But don't fret just yet! You have a chance to respond to the claim and provide evidence to support your side of the story. It's like presenting your case to the judge, but with less fancy wigs.

To increase your chances of winning these chargeback battles, make sure you keep records of all your transactions, delivery confirmations, and communication with customers. Having solid evidence can make all the difference.

Now, keep in mind that chargeback claims can be a bit of a headache, but they're just a part of doing business. It's like a dodgy customer trying to pull a fast one, but you've got the tools to defend yourself.

So, if you receive a chargeback claim, don't panic. Take a deep breath, gather your evidence, and respond to the claim in a timely manner. Amazon Seller Central is there to help you navigate through these situations and find a fair resolution.

Remember, it's all about keeping your customers happy, providing great customer service, and being proactive in handling any hiccups that come your way. With a bit of patience and a dash of resilience, you'll tackle these chargeback claims like a pro.

Should you need some help with Amazon Chargeback Claims, contact us as we're here to help.

Amazon Vendor Central

Fri, 23 Jun 2023 13:58:00 GMT

Amazon Vendor Central explained

Picture this: You've got an awesome product, right? And you want to sell it directly to Amazon, becoming one of their trusted vendors. That's where Amazon Vendor Central comes into play.

Think of Amazon Vendor Central as your VIP pass to the Amazon kingdom. It's like having special backstage access where you can showcase your products directly to Amazon themselves. Fancy, innit? When you become an Amazon vendor, you get to sell your products wholesale to Amazon. It's like being their official supplier, supplying your goodies straight to their virtual shelves. You're in the big leagues now!

With Amazon Vendor Central, you get some nifty perks. You can manage your product catalogue, set prices, and even negotiate the terms of your agreement with Amazon. It's like having a direct line to the big bosses!

And here's the best bit: Amazon takes care of the logistics for you. They handle order fulfilment, shipping, and customer service. It's like having your own team of helpers taking care of the nitty-gritty stuff while you focus on making more awesome products.

But hang on, there's more! Amazon Vendor Central also gives you access to valuable insights and data. You can see how your products are performing, get feedback from customers, and work with Amazon to optimise your listings. It's like having a secret weapon to boost your sales and make your products shine.

So, if you're a business looking to take the fast track to success, Amazon Vendor Central is your ticket. It's like joining the elite club of Amazon vendors, where you can showcase your products to millions of customers and let Amazon handle the heavy lifting.

Get ready to step into the spotlight! Amazon Vendor Central is your backstage pass to the Amazon stage. It's time to rock the online marketplace and watch your business soar. Cheers to your success!

Do you have a question about Amazon Vendor Central? Then contact us today, we're here to help.

Amazon Seller Central

Thu, 22 Jun 2023 17:37:00 GMT

What is Amazon Seller Central?

Imagine you're a business owner, right? You've got these fantastic products that you want to sell online and reach a massive audience. That's where Amazon Seller Central comes into play.

Think of Amazon Seller Central as your trusty headquarters for managing your business on Amazon. It's like having your own virtual office where you can handle all things related to selling your products on the platform.

With Amazon Seller Central, you get access to some great tools and features that make selling a breeze. You can set up your product listings, manage your inventory, and keep track of your sales and profits. It's like having your own little command center where you can stay on top of things and make sure your business is running smoothly.

But wait, there's more! Seller Central also provides valuable insights and data about your customers and their shopping habits. You can find out who's buying your products, what they're interested in, and even get feedback on your performance. It's like having a secret spy in the Amazon world, giving you the inside scoop on how to improve and grow your business.

And the best part? You're in control! You can set your own prices, decide how you want to fulfil orders (whether it's handling them yourself or using Amazon's fulfilment services), and even run advertising campaigns to boost your visibility. It's like being the boss of your own little online empire.

So, if you're a business owner looking to conquer the online marketplace, Amazon Seller Central is your go-to tool. It's like having a virtual shop front that connects you with millions of customers, all while giving you the tools and insights to run your business like a pro. So, get ready to unleash your entrepreneurial spirit and dive into the world of Amazon Seller Central. It's time to take your business to new heights and enjoy the journey of selling online. Cheers to your success!

If you need help setting up your Amazon Seller Central, contact us a nd we will help where we can.

Amazon Flywheel

Thu, 22 Jun 2023 17:22:00 GMT

What is the Amazon Flywheel?

Since its inception, Amazon has remained steadfast in its commitment to customer centricity. To achieve this, the company has embraced the 'Flywheel Effect,' a business framework that prioritises customer experience and drives sustainable growth. By understanding and applying the principles of the Amazon Flywheel, businesses can generate traffic, improve sales rank, and increase conversions on the platform. In this article, we explore the Amazon Flywheel concept and how it can be adapted for your own brand's success.

The Concept of Amazon Flywheel

The Amazon flywheel, also known as the "virtuous cycle," revolves around the concept of price value. Lower prices attract more customers, leading to increased sales volume and the attraction of third-party sellers. This growth allows Amazon to optimise costs and lower prices further, creating a cycle of customer engagement and conversion. As Amazon's customer base expands, it gains the ability to lower cost structures and reinvest capital into new initiatives, reinforcing the cycle.

The Customer-Centric Approach

Amazon's commitment to customer centricity is evident in its core principles, which prioritise customer obsession, innovation, operational excellence, and long-term thinking. To deliver a superior customer experience, Amazon has developed various initiatives such as Amazon Prime, customer service, and fast delivery. By embracing the Amazon Flywheel strategy, sellers can strengthen customer loyalty, build relationships with suppliers, and drive long-term growth.

The Core Elements of the Amazon Flywheel

To effectively implement the Amazon Flywheel strategy, sellers must focus on the following.

Customer Experience

Creating a seamless and enjoyable shopping experience is crucial. Sellers should offer a wide selection of products, competitive prices, fast delivery, and easy returns. Personalised recommendations, excellent customer support, and loyalty programs like Amazon Prime can enhance customer satisfaction and drive repeat purchases.

Tips to Boost Customer Experience

Optimise product listings with accurate information and high-quality images. Enhance branding efforts by creating a consistent brand experience and utilising the Amazon Brand Store.

Maintain a high seller rating and prioritise good reviews.
Leverage Amazon FBA to provide shorter delivery times and reliable customer service.
Generating Traffic to Listings: Driving traffic to product listings is essential for success. Sellers can utilise resources both within and outside of the Amazon platform to increase visibility and reach new audiences. Optimising listings for search engine optimisation (SEO), offering deals and coupons, and utilising Amazon Advertising can significantly enhance product rankings and attract more customers.

Strategies to Drive Traffic

Optimise listings with relevant keywords, titles, and descriptions.
Leverage promotional tools like deals and coupons to boost visibility.
Use Amazon Advertising to target specific keywords and phrases.
Utilise social media platforms to promote products and increase brand awareness.

Monitoring Product Performance

Analysing product performance is crucial to identify top sellers, underperforming SKUs, and market trends. By tracking customer interactions, sell-through rates, inventory availability, and pricing, sellers can make data-driven decisions to optimise their product offerings and pricing strategies.

Strategies for Analysing Product Performance

Identify top-selling products and underperforming SKUs to capitalise on successful items and improve others. Monitor sell-through rates to gauge demand and adjust inventory levels accordingly. Ensure sufficient inventory availability to avoid stockouts and meet customer demand. Track pricing to remain competitive and optimise pricing strategies.

Monitoring Sales Growth

Tracking sales growth is essential to assessing the success of the Flywheel strategy. By analysing the total number of sales and revenue generated over time, sellers can identify areas for improvement and make necessary adjustments to maximise sales and revenue.

The Perspective of the Seller

The Amazon Flywheel is a concept that has revolutionised the way sellers approach their businesses on the platform. By understanding and leveraging the key components of the Flywheel, sellers can influence the success of their products and drive growth. Now we will look at the perspective of the seller and delve into what needs to be done to effectively influence the Amazon Flywheel.

Develop a high-quality product that resonates with your customers.

One of the first steps in influencing the Flywheel is to create a high-quality product that customers can appreciate. This involves choosing a niche that you are knowledgeable about or passionate about. Conduct thorough research to identify profitable product opportunities based on factors such as keyword search volume and competition. To stand out from competitors, focus on differentiating your product in terms of features, quality, or unique selling points. Find reliable suppliers or manufacturers that meet your quality standards and negotiate favourable pricing and terms to ensure competitive pricing for your customers.

Drive traffic and create visibility for your listings.

To keep the Flywheel spinning, it is crucial to drive traffic to your Amazon listings and increase awareness of your products. This can be achieved through a combination of strategies both within and outside of Amazon. Utilise pay-per-click (PPC) advertising campaigns to increase visibility and attract potential customers. Early on, prioritise obtaining reviews to gain traction and build social proof for your products. Consider offering giveaways and discounts during the initial stages to encourage sales and generate buzz. Additionally, invest in creating quality content that provides value to your readers and potential customers.

Focus on customer service and account health.

Customer service plays a vital role in the Flywheel's momentum. Prioritise providing exceptional customer service to ensure customer satisfaction and build a positive reputation. Listen to customer feedback, promptly address concerns, and be generous with returns and refunds when necessary. Remember, keeping customers happy is crucial for long-term success. Account health is another important aspect of the Flywheel. Maintain high standards by adhering to Amazon's policies, delivering products promptly, and monitoring your shipping performance. These factors contribute to a positive customer experience and help keep the Flywheel spinning smoothly.

The Flywheel's Feedback Loop

Sales, Reviews, and Rankings

The Flywheel operates on a feedback loop that revolves around sales, reviews, and rankings. Increasing sales leads to more reviews, which in turn boosts rankings and visibility, ultimately driving more sales. To kick-start this loop, it is essential to focus on generating initial sales. Amazon's algorithm heavily relies on sales data to determine product rankings. During the launch phase, take advantage of Amazon's honeymoon period where they send initial traffic to new listings. To maximise conversions during this period, optimise your product listing. Highlight the benefits of your product in concise bullet points, utilise high-quality images that showcase its features, and provide comprehensive specifications in the description.

How Kangaroo UK Apply Flywheel to Your Business

To accelerate your business growth and achieve key objectives, it is important to integrate the principles of the Amazon Flywheel into your brand strategy. Here are some ways to apply these principles effectively:

Prioritise the Customer Experience

Make customer experience the foundation of your business. Familiarise yourself with compliance regulations and marketplace terms of service to maintain healthy account standings and customer performance metrics.

Embrace Experimentation

Continuously try new initiatives, such as expanded advertising offerings, to sustain and drive momentum in your growth cycle.

Monitor Catalogue Performance

Regularly assess your catalogue's performance, identifying top-selling products, underperforming SKUs, and inventory that needs liquidation. Provide value through your product selection and develop pricing and advertising strategies based on SKU-specific insights.

Optimise Product Detail Pages

Apply an SEO lens to your product detail pages, ensuring that product specifications, keywords, descriptions, titles, and bullet points are well-crafted, easy to understand, and engaging. This optimisation can enhance organic rankings, driving greater demand and sales velocity.

Implement Reputation Management

Focus on customer loyalty, advocacy, and social proof to generate positive reviews. Positive reviews indirectly contribute to improved rankings and overall sales figures.
By actively influencing the Flywheel and optimising your selling strategies, you can create a positive feedback loop that fuels your business growth on Amazon. Remember, the success of the Flywheel lies in understanding its components and continuously working towards driving sales, generating reviews, and maintaining excellent customer service. Embrace the power of the Amazon Flywheel and watch your business thrive in the competitive marketplace.

If you're looking for expert guidance and support in navigating the intricacies of the Amazon Flywheel, our team at Kangaroo UK is here to help. With our industry knowledge and tailored strategies, we can assist you in optimising your listings, boosting sales, and achieving long-term success on Amazon. Contact us today to learn more about our services and how we can drive your business forward on the Amazon platform.

Amazon A10 Algorithm: What is it?

Thu, 22 Jun 2023 16:47:00 GMT

Amazon's A10 Algorithm

In the competitive world of Amazon, achieving a top spot in search results is crucial for driving sales. The A10 Algorithm is the science behind achieving higher search results. Understanding the workings of Amazon's A10 Algorithm and its influence on your product rankings is essential for growing sales.
Let us explore the key components of the A10 Algorithm and provide actionable insights to help you rank higher on Amazon.

What influences the A10 Algorithm?

Similar to Google's search engine, Amazon's A10 Algorithm aims to display the most relevant search results. However, unlike Google, Amazon prioritises conversions and sales metrics over other factors. By analysing product listings and matching them with shoppers' queries, the A10 Algorithm determines which products appear on the first page of search results.

What's the difference between the A9 Algorithm and the A10 Algorithm?

The A9 algorithm was Amazon's first algorithm that was used to rank products in search results. It was first launched in 2011 and it was constantly updated over the years. The A10 algorithm was launched in 2021 and it is the latest version of Amazon's search ranking algorithm.

Here are some of the key differences between the A9 and A10 algorithms:

Focus on customer experience: The A10 algorithm places a greater emphasis on customer experience than the A9 algorithm. This means that products with a better customer experience, as indicated by high ratings and reviews, are more likely to rank higher in search results.
Focus on seller metrics: The A10 algorithm also considers seller metrics, including seller feedback and return rates, when ranking products in search results. This means that sellers who have a good reputation and who provide a good customer experience are more likely to rank higher in search results.
Focus on product relevance: The A10 algorithm also considers the relevance of a product to the search query when ranking products in search results. This means that products more closely related to the search query are more likely to rank higher in search results.

Overall, the A10 Algorithm is a more customer-centric algorithm than the A9 Algorithm. This means that products that provide a better customer experience are more likely to rank higher in search results. Sellers who want to succeed on Amazon will need to ensure that they provide a good customer experience and optimise their listings for the A10 algorithm.

Here are some additional tips for sellers who want to succeed under the A10 algorithm:

Get good reviews: Reviews are one of the most important factors that the A10 algorithm considers when ranking products. Make sure that you are getting good reviews by providing excellent customer service and by offering a high-quality product.
Set competitive prices: Price is another important factor that the A10 algorithm considers when ranking products. Ensure that you are setting competitive prices by comparing your prices to those of other sellers offering similar products.
Optimise your listings: Make sure that your listings are optimised for the A10 algorithm by using relevant keywords and by providing clear and concise product descriptions.

By following these tips, you can increase your chances of ranking higher in search results under the A10 algorithm and you can improve your chances of success on Amazon.

8 Steps to being A10 Algorithm complient

1. Effective Listing

Instead of keyword stuffing, we focus on customer intent. Craft engaging listings with important keywords while utilising additional attributes to maximise relevancy.

2. Optimised Images

We provide 7+ optimised images for your listing. Through a dedicated studio and a team of professionals, we deliver High-Quality Images for product listings and A+ Content.

3. Developing Seller Authority

Amazon attaches significance to seller activity, including feedback rating, performance metrics, inventory levels, and fulfilment methods. Excellent customer service, robust fulfilment methods, and maintaining optimal inventory levels contribute to higher rankings.

4. Sales Velocity

Generating significant sales and maintaining a healthy sales velocity have a positive impact on rankings. Although organic sales carry more weight than those driven by advertising, we focus on both methods to streamline sales and maintain a balanced TACOS (Total Advertising Cost of Sales).

5. Maintaining a High Click-Through Rate (CTR)

Higher CTR indicates relevance. Enhance main images and titles to attract clicks, and leverage off-site traffic from social media or influencer campaigns.

6. Maintaining a High Conversion Rate

A high percentage of visitors converting to customers boosts rankings. We strive to stray relevant to customer search queries, offer competitive pricing, and use compelling content, such as A+ Content and videos.

7. Feedback Management

Positive reviews serve as social proof and influence search engine rankings. Focus on selling quality products, building trustful customer relationships, and utilising Amazon's Brand Registry program to monitor and respond to reviews.

8. Amazon Pay-Per-Click Advertising

Sponsored Ads remain crucial for a long-term sales strategy. Diversify your ad budget and schedule PPC campaigns strategically to complement organic sales.

Conclusion

Understanding the Amazon A10 Algorithm is vital for improving your product rankings and driving sales on the platform. By optimising relevant keywords, establishing seller authority, generating sales, improving CTR and conversion rates, garnering positive reviews, and utilising Amazon PPC advertising, you can enhance your chances of success.

Feel free to reach out and talk to one of our Amazon Experts as we're here to help you succeed on Amazon. Contact Us today..

Amazon Handmade: What is it?

Tue, 20 Jun 2023 16:28:00 GMT

What is Amazon Handmade?

Amazon Handmade is a new section of Amazon.co.uk that offers shoppers exclusive access to handmade goods from around the world. Few people know about this section, which is a marketplace for artisanal and handmade products.

Amazon Handmade is an extension of the company's existing artisan program, which features a wide range of talented artisans who sell their unique, handcrafted products through Amazon.com.

With this, you can shop for unique and creative items directly from the artisans who made them. This lesser-known part of Amazon is important because it helps small businesses and artisans sell their products directly to consumers.

By purchasing from Amazon Handmade, you're supporting independent artists and helping them sustain their businesses. The site offers a wide variety of products, from kitchenware to jewellery to home decor.

With the launch of Amazon Handmade, customers now have even more options for finding one-of-a-kind items and supporting independent artisans. If you're looking for something special or one-of-a-kind, it is worth checking out. Prices are comparable to those on other sites, and there's no shortage of interesting items to choose from. So if you're looking for something unique and special, be sure to check out the Amazon Handmade section. You won't be disappointed!

What to sell on Amazon Handmade?

Amazon Handmade has a strict set of rules for what can be sold on its site. Apart from the ones mentioned in this list, you can sell other categories of products. You are not allowed to sell any item in the following 14 categories:

Artwork
Baby products
Beauty & Personal Care
Clothing items
Shoes & Handbags
Home appliances
Outdoor & Home Care
Jewellery & Watches
Kitchen & Dining
Pet Supplies
Sporting Goods
Stationery items
Party Supplies
Toys & Games for kids.

How to sell your products on Amazon Handmade?

Your dream of becoming an Amazon Handmade seller is now within your reach. To proceed, simply fill out this application form, register, and create a new Amazon account with the required documents submitted. Your application will then be approved.
Once you create an account as a seller, the first step is to list your products for sale.
With Amazon Handmade, listing your product is free, but they will deduct 15% as a referral fee once you make a sale. Otherwise, there is no hidden fee.
Take advantage of Amazon’s new program, Fulfilled by Merchant. It's a great way to get your products shipped and delivered right when you say they will be! Your customers will receive a beautiful, handmade product from one of many providers. You get to keep all shipping costs low and operate seamlessly without having an overstock or a lot left in stock.

Why is selling on Amazon Handmade important to your business?

Amazon is the world's largest online marketplace with a large customer base. This means that you have access to millions of potential buyers who might not be able to find your products any other way.
Selling on Amazon gives you access to Amazon's massive marketing capabilities.
Amazon is such a well-known and trusted brand, shoppers are more likely to purchase items from the site than from any other source.
With Amazon Handmade, you can build a loyal customer base who will come back again and again for your unique products.
Increased visibility through Amazon search engine rankings.
Easy-to-use tools that make it easy to list and sell your products.
You can get a competitive commission rate by selling on Amazon Handmade.

Tips to sell on Amazon Handmade

1. Optimisation

To sell your products, you have several options available. One is optimising the product listing and making it as easy for customers to find what they're looking for online, which includes using keywords in captions or descriptions that reflect how people will search when buying from us specifically. This ensures that there's no difficulty navigating through the site, resulting in increased sales.

2. Product image

The visual aspect of your product is crucial for staying competitive. To increase your product sales, you need to set perfect images for them. Customers love seeing the exact item they are buying, so make sure your photos showcase all of its features and benefits. A picture is worth a thousand words when it comes to selling online. These are the best way of showcasing what's inside and also make navigating through it easier so customers can choose easily.

3. Share and get a review

Sharing your products on social media platforms is a great way to increase sales and attract new customers. The power of sharing can work wonders for you if used correctly; with the right strategy, it will help grow exponentially! Customer reviews are a huge help in product development because they let you know what your customers think about the products that you sell.

If you're looking for a full-service Amazon agency to help you on your Amazon journey, contact us today. We can run your account on your behalf so you can sit back and do the things you enjoy.

Amazon Custom Program: What is it?

Tue, 20 Jun 2023 15:20:00 GMT

Amazon Custom Program: What Is It And How Do I Qualify?

Amazon has long been a go-to resource for shoppers seeking a diverse range of products. It is now one of the largest e-commerce companies in the world. But what many people may not know is that Amazon also offers a program that allows businesses to create and sell their products on Amazon. This program is called the Amazon Custom Program, which allows sellers to create customised product pages for their customers.

Through this custom program, shoppers can personalise products with their names, images, and messages. This can be a great way to build brand loyalty and increase sales and this can be an excellent way to reach more customers and grow your business.

What is the Amazon Custom Program?

Amazon Custom is an innovative program that allows sellers to create and sell customised products on Amazon. Businesses can create custom product pages, choose from a wide range of product options, and manage orders and shipping directly through Amazon.

This program is a great way for businesses to get their products in front of Amazon's massive customer base, and it also gives the company an opportunity they haven't had before - expanding its product offerings. This makes this option perfect if you want more control over your listing or don't need any help with marketing because there are no fees associated with selling through these platforms.

Selling customised products on Amazon is a great way for businesses to reach customers without having an inventory or website. With the help of Amazon Custom, companies can easily manage orders and shipping through this platform while ensuring their clients feel safe about what they're buying from you because all information about each product will be listed out there in public where anyone could see.

The Amazon Custom Program lets you personalise your product by adding text or uploading images. You can also select colours and styles that will best suit exactly what you want for your specific needs. Businesses can also choose from a range of product formats, including clothing, home decor, and accessories. This program is a great way to provide customised products for your customers or members.

There are two ways to use the Amazon Custom Program

You can create and sell your custom products on Amazon. Through this option, you will be responsible for creating your designs and uploading them to the program.
You can work with an Amazon Custom designer to create custom products for your business. In this option, you simply need to provide the specifications for what you want to be created and an Amazon Custom designer will take care of everything else.

How do I qualify for the Amazon Custom Program?

To be approved for the custom program, Amazon checks whether you're from an eligible country. The eligibility criteria are:

The country that you are from must have a stable economy and be able to handle customs and duties on imported packages.
There must be enough businesses in the country that want to use the program to make it worthwhile for Amazon.
Amazon requires that the customs process for international shipments be streamlined and efficient, allowing orders to be delivered quickly and without delay.

Amazon will also verify the following details of the business:

You must have a business with a valid Tax ID or EIN (Employer Identification Number).
Your company must have an established credit history and a good credit rating.
You must sign an agreement with Amazon Custom and agree to their terms and conditions.

Once these criteria are met, then you are ready to start the procedure with the Amazon Custom Program.

How do I start with this program?

To join Amazon Custom, you must first create an account on Amazon.com.
Once you have an account, you can sign up for the Amazon Custom Program.
You will be asked to provide some information about your business, including the products you would like to offer through Amazon Custom and your estimated monthly sales volume.
You can then create a listing for your custom products and set your prices. When creating a listing, you will need to provide information about your product, including its dimensions and weight, the type of materials used, and any special requirements or instructions for use. You will also need to provide a photo of your product.
After submitting this information, the Amazon team will review your application and let you know if you are approved to join the program. If it does, your product will be made available in the Amazon Custom program.

The Amazon Custom Program is an excellent way to reach more qualified shoppers for your product. It’s not the easiest program to qualify for, but if you think it might be right for you, we can help! Kangaroo UK can assist with everything from creating and managing your Amazon Custom Program account to handling inventory across multiple channels.

Our Amazon Consultants can help you build a customised approach to tapping into selling our products on Amazon. Contact us today, and we will discuss how Kangaroo UK can help your company sell more.

Why are Reviews Important when Advertising in Amazon

Tue, 20 Jun 2023 14:04:00 GMT

Reason for advertising on Amazon

Amazon PPC is a form of advertising that allows you to promote your products and services on Amazon.co.uk. Amazon advertising is based on a cost-per-click (CPC) pricing model. That means you're charged each time someone clicks on your ad. So, the clickthrough rate (CTR) of your ad is one of the most important factors that determine how much you'll pay for each click.

With Amazon advertising, you can reach millions of shoppers who are already interested in buying products onAmazon.co.uk. Additionally, Amazon advertising offers a unique suite of tools that allow you to target your customers based on their interests and past purchase behaviour. Thanks to its large user base and sophisticated targeting capabilities, Amazon advertising is a great way to reach more potential customers online. Ads can be customised based on keywords, product categories, and customer demographics.

Why are Amazon reviews important?

There are a lot of factors to consider when starting an Amazon advertising campaign. Some people might think that the amount of products you have for sale or the price you’re selling them at is the most important thing, but that’s not always the case.

Seller reviews can be just as, if not more important than those things when it comes to advertising on Amazon. Reviews help potential customers decide if a product is worth buying, and they help Amazon determine which products to feature on its website and in its affiliate program.

That's why it's important to start an Amazon advertising campaign with a flurry of positive reviews. If customers see that a product has a high number of positive reviews, they're more likely to consider buying it. Plus if Amazon sees that products are selling well, it will be more likely to feature them in its advertising campaigns. Reviews are one of the main ways that Amazon determines a person's past purchase behaviour.

So, if you want to start an Amazon advertising campaign for your product, it's important to make sure that you have a lot of good reviews on your product page. This will help Amazon target your advertising campaign more effectively and increase the chances that your ad will be successful.

What is the ideal number of reviews before advertising on Amazon?

The number of reviews you should have before advertising on Amazon depends on a variety of factors, including the type of product you are selling, your budget, and your goals. Amazon recommends that sellers have a minimum of ten reviews before advertising.

However, you will want to have at least 15 reviews before beginning an advertising campaign. But if you are selling a high-ticket item or if you are looking to generate a lot of sales quickly, you may want to wait until you have 30 or more reviews. This will help ensure that your product appears credible to potential buyers and that they are more likely to make a purchase.

Getting reviews can be difficult, but there are a few things you can do to increase the chances of getting them:

First, make sure your product is high quality and meets customer needs.
Next, ask customers to leave a review after they've had a positive experience with your product. You can also incentivise customers to leave reviews by offering them a discount or free product for writing a review.
Lastly, constructively respond to negative reviews and try to learn from them.

When it comes to advertising on Amazon, it's important to remember that quality trumps quantity. So even if you only have a few reviews, make sure they are high-quality and relevant to your product. Most importantly, always ensure that your products comply with Amazon's requirements.

Keep in mind that you should always ask your customers for feedback after they've purchased your product, and use that feedback to improve your product listing and marketing efforts.

Important types of Amazon ad campaigns to know

There are four important types of Amazon advertising campaigns that you need to know while doing an ad campaign. There are Sponsored Products, Headline Search Ads, Product Display Ads, and Sponsored Brands.

Sponsored Products are the most common type of Amazon ad campaign. They appear as sponsored products in search results and on product pages.
Headline Search Ads are text-based ads that appear at the top of search results.
Product Display Ads are image-based ads that appear on product pages and in other locations across Amazon.
Sponsored Brands are a new type of ad campaign that appears as a banner at the top of search results.

Amazon advertising campaigns are a great way to improve your product visibility and drive more sales. Reviews are an important part of these campaigns, as they help potential customers make informed decisions about whether or not to purchase your product. If you don’t have that many yet, don’t worry – start building up your review base and partner with Kangaroo UK for help with your Amazon account.

Kangaroo UK is a UK-based Amazon PPC Management Agency helping brands to sell more products on the Amazon platform. We will handle all of the marketing needs for your products on Amazon, allowing you to focus on what you do best: running your business. Contact us today to see how we can work together and deliver great results.

Seller Central vs Vendor Central: What's the Difference?

Tue, 20 Jun 2023 13:51:00 GMT

What is the difference between Seller Central and Vendor Central?

Vendor Central and Seller Central are two of the most popular platforms for selling products on Amazon. These marketplaces have different rules, requirements, and benefits. They are different in how products are listed and sold. They offer different opportunities and benefits. It can be confusing to know which is right for your business.

So what's the difference between the two? Here's a breakdown of the key differences to consider.

What is Vendor Central?

Vendor Central is a business-to-business e-commerce platform created by Amazon. It allows businesses to sell and buy products from each other. Vendor Central is invitation-only, and Amazon must approve businesses before they can use the platform.

The platform offers a wide variety of products, including clothing, electronics, and home goods. Vendors who sell on Vendor Central can leverage Amazon's world-class logistics infrastructure and customer base. It provides a central location for businesses to store information about their suppliers and manufacturers, as well as access product data and supplier pricing.

What is Seller Central?

Seller Central is a comprehensive tool that enables merchants to manage their Amazon sales and inventory. With Seller Central, businesses can track orders, manage shipping, view payments and settlement information, and more. Unlike Vendor Central, you can sell all your products directly to the customer and there is no need for a third party between you and your customers.

Seller Central is Amazon's online interface for businesses that sell products on the site. It gives sellers access to a range of tools and resources to help them manage their sales, orders, and shipping.

In addition, Seller Central provides merchants with insights into their sales data and customer demographics. The program also offers a variety of tools and resources to help businesses grow their online presence.The difference between Vendor Central and Seller Central:

The difference between Vendor Central and Seller Central is...

1. Selling method

As a Vendor Central, you have to sell your products through Amazon's distributors, you cannot sell them directly. Though people blindly trust Amazon and purchase whatever they recommend without question or second thought.
If you're the Seller Central at Amazon, it is easy to sell all your products without any third party. You can still sell all of them directly to customers through the website's standard mechanisms for listing items in their catalogues.

2. Payment

Once you are a vendor, then Amazon will handle all of the payments. You can sell your products through Amazon's marketplace without worrying about payment because they will automatically send them over once the sale is complete.
Seller Central is known for being faster with payments and is a lot easier. Sellers who are Seller Central on Amazon will get their payments faster than vendors.

3. Price control

You are a dependent seller if you're the vendor. So, there's no control over price in your hands - it all goes through Amazon’s distributors!
You are an independent seller if you are a Seller Central to Amazon. As an independent seller on Amazon's platform, you have access to certain benefits that other retailers do not offer. You also have complete control of your pricing and product offerings.

4. Marketing strategy

As an Amazon vendor, you don't need to worry about marketing your products. Amazon does all the marketing for the products and oversees all marketing operations.
Amazon won't be your marketing partner if you are a Seller Central to Amazon. You have to market your products.

5. Logistics and shipment control

Amazon is responsible for all logistics and shipment processes with vendors.
As a Seller Central of Amazon, you are in full control of how much product is to be sent in and the shipment processes.

The decision between Vendor Central and Seller Central is an important one that will affect your business in many ways. Kangaroo UK can help you make the best choice by talking to one of our Amazon consultants . If you’re looking for an Amazon Agency that can handle everything from end-to-end account management to marketing strategy development, we are the right choice. Contact us today to learn more about how we can help boost your Amazon sales!

Maximise ROI with Amazon Advertising

Tue, 20 Jun 2023 11:57:00 GMT

Making profit from AMZ Advertising

When it comes to selling on Amazon, one of the key metrics you need to pay attention to is your Return On Investment (ROI). Since Amazon is a high-volume low-margin business, for many Amazon sellers there are slim profits to be made on each sale.

This means that every penny counts and you need to carefully track your spending to ensure that you are profiting from your sales. Additionally, understanding your ROI will help you make informed decisions about where to allocate your resources. By tracking and understanding your ROI, you can make sure that you are reinvesting in the right areas.

As an Amazon PPC Agency , we believe it is important to ensure that you are getting the most ROI from your advertising budget.

There are several factors to consider when setting up and managing your Amazon advertising campaign, and by following best practices you can maximise your chances of success. Here, we will share some tips on how to get the most ROI from your Amazon advertising budget.

Tips to get the most ROI on your Amazon advertising budget

1. Make sure you are targeting the right customers

No matter how good your product or service is, you won't be able to generate a good ROI if you're not targeting the right audience. By understanding your target audience and tailoring your marketing efforts to them, you can ensure that you're getting the most out of your investment. Use the data from your customer profiles and Amazon's ad targeting tools to make sure you are reaching the people who are most likely to buy your product.

2. Experiment with different ad formats and strategies

There are a variety of ad formats and strategies you can experiment with to bring in more ROI. Try out different ones and see which works best for your business. You may find that one format or strategy outperforms the others, so stick with that and keep track of the results so you can continue to improve your campaigns. Keep in mind that it's always important to test everything before making any final decisions!

You can experiment with different ad formats and strategies like:

Experiment with various ad headlines, descriptions, and images to determine which ones work best for your product.
Ensure that you utilise an A/B testing tool to monitor the performance of each ad format, allowing you to accurately measure the results and make informed, data-driven decisions about which formats are most effective.
Experiment with a variety of ad placements on your website and within your content to find placement opportunities that generate the most ROI for your business.
Test out different ad formats, such as including text ads, image ads, and video ads - to see which ones work best for your business.
Experiment with different targeting options, such as age, gender, location, interests, etc., to see which ones generate the most clicks and conversions.
Experiment with various bidding strategies to determine the one that best suits your budget and goals.

3. Monitor your results closely and adjust your campaigns as needed

By tracking your data and making changes accordingly, you can maximise your ROI and see better results overall. Keep track of how much you're spending on ads, what kind of ROI you're getting, and which ads are performing the best so that you can optimise your campaign to get a higher ROI. For example, if you're not getting the conversions you want, try changing your targeting or your ad type. If you're spending a lot on ads but not seeing a return on investment, it might be time to reconsider your budget or allocate those funds elsewhere. So be sure to keep an eye on your campaigns and make changes as necessary to get the most out of them.

4. Monitor your competitors

By understanding what your competitors are offering and how they are pricing their products, you can adjust your strategies to better attract customers and improve your bottom line. By analysing what your competitors are doing right, you can use a similar strategy and bring in more customers and sales. However, it's important to also be aware of what your competitors are doing wrong, so you can avoid making the same mistakes.

5. Make sure your product listing is well-optimised

When selling on Amazon, it is important to have a well-optimised product listing. To create a well-optimised listing, there are a few things you need to keep in mind, such as:

Doing your research and understanding what keywords are most relevant to your products and using them throughout your title, description, and keywords field.
Creating an eye-catching title that accurately describes your product and catches the reader's attention.
Write a clear, concise description that highlights the benefits of your product.
Focusing on high-quality images that showcase your product in the best light possible.
Offering a competitive price point relative to other similar products.

Amazon is a great platform to sell products, and with the right marketing campaign in place, you can see a high return on investment. We hope these tips have given you some ideas of how to improve your ROI on Amazon.

If you’re looking for help increasing your ROI, or would simply like some advice from an Amazon PPC Agency, then contact us today. Our team of experts has years of experience in helping businesses just like yours achieve success on Amazon.

Amazon Marketing Service: What is AMS?

Tue, 20 Jun 2023 11:18:00 GMT

What is Amazon Advertising Service (AMS)?

Amazon Marketing Service allows you to reach millions of potential customers who are already searching for your products on Amazon. With Amazon Marketing Service (AMS), businesses can create Sponsored Product Ads and Sponsored Brands Ads, which will appear as sponsored links on the Amazon website. You only pay when your ad is clicked, so you can control your budget and get more leads for your business. Amazon advertising also provides businesses with detailed reports and analytics, allowing them to track the performance of their ads.

Overall, Amazon provides businesses with a valuable platform to promote their products and effectively track the results. Within Amazon Marketing Service, you can create ad campaigns that target specific search terms or products, and drive traffic to your listings. Whether you’re just getting started with selling on Amazon or are looking to take your e-commerce business to the next level, Amazon Advertising can help you reach your goals.

As an Amazon Advertising Agency UK we provide tips on how to get started with Amazon Marketing Service to boost your Amazon sales.

Beginner's guide to Amazon Marketing Services.

1. Getting started on Amazon Seller Central

The first step is to create an Amazon account and set up your Seller Central account. You'll need to provide some basic information about your business, including your company name, address, and contact details. You'll also need to provide a bank account so that Amazon can deposit sales payments into your account.
Once you've created your account and logged in, you can start populating your seller profile with information about your business. This includes adding a description of your business, as well as contact information and product categories. You'll also need to specify the type of products you sell, the shipping methods you offer, and the pricing strategy you'd like to use. You can also choose to become a Pro Merchant member, which gives you access to a variety of additional features and tools. Once you've filled out all the necessary info, Amazon will review your application and either approve or deny it.

2. Listing your products on Amazon

Once you are approved, there are three plans from which you can choose: Individual, Professional, or Enterprise.

The Individual plan is best suited for sellers who occasionally sell products or have a low inventory of products.
The Professional plan is ideal for sellers who regularly sell products and have a medium-sized inventory.
The Enterprise plan is ideal for sellers who frequently sell products and have a large inventory.

After choosing a plan, product listing should be an important part of Amazon's marketing services. When creating a product listing on Amazon, it's essential to include as much information as possible to help shoppers make an informed decision about whether to purchase your product. In addition to a concise and accurate product description, you'll want to list the following details:

Product title
Product dimensions
Price
Availability
Materials used in construction
Item color(s)
Number of items included in the listing
Price (including shipping)
ASIN number (if applicable)
Manufacturer's warranty information (if applicable)

It's also important to optimise your listing for search engines so that potential customers can easily find it. You can do this by using relevant keywords in your title and description, and by adding relevant images.

3. Amazon advertising service

Amazon has also developed a program called Amazon Advertising that allows businesses to target potential customers through ads. The program offers different ways to target people, such as by interests, demographics, and even past purchase history. Additionally, businesses can track the performance of their ads so they can make adjustments as needed. Overall, Amazon Advertising is a powerful tool for businesses of all sizes.

4. Product Prioritisation

Product prioritisation on Amazon is determined by several factors, including customer reviews, sales rank, price, and availability. Generally speaking, the products that are most popular and have the best reviews will be at the top of the list.

However, there may be times when a product with a lower sales rank or a higher price is given priority over a more popular product. This is because Amazon constantly evaluates all of its products and makes adjustments to ensure that the most relevant products are being featured to customers.

There are a few things to consider when prioritising products on Amazon:

One of the most important factors is how well the product is selling. You want to focus on products that are selling well and have a high demand.
Another factor to consider is the level of competition in the market for the product. If there are a lot of other sellers selling the same product, it will be more difficult to rank higher in search results. You want to find a product with less competition so you have a better chance of ranking higher.
Finally, you'll want to look at the profit margin for each product. You want to find products that have a high-profit margin so you can make more money from each sale.

5. Budget allocation

One of the most important factors to consider when allocating your budget is the profitability of your product. You need to make sure you're spending your money in a way that will generate a return on investment. There are many different ways to calculate profitability, but a good rule of thumb is to make sure your costs (including shipping and overhead) are below the item's selling price.

However, a good starting point for budget allocation on Amazon would be the following:

30% for product sourcing and inventory management
25% for advertising and marketing expenses
20% for fulfilment and shipping costs
10% for customer service costs
5% for administrative costs.

6. Optimisation

Optimisation is the process of making something as effective, efficient, or useful as possible.

There are a few things to keep in mind when optimising your Amazon Market Services account:

Ensure you have accurate and up-to-date product information. This includes images, descriptions, keywords, and bullet points.
Optimise your product listing for search results. Use the correct keywords and phrases in your titles, bullet points, and descriptions.
Monitor your competition and adjust your prices as necessary. Stay ahead of the curve by tweaking your prices to be more competitive or adjusting your shipping times to be faster than the competition.
Utilise Amazon's marketing tools, including Sponsored Products and Headline Ads. These tools can help you reach a wider audience and sell more products on Amazon.

The Amazon Marketing Services (AMS) is a comprehensive suite of self-service tools that allow you to reach and engage with customers on Amazon.co.uk. To make the most of this platform, it’s important to understand how it works and what services are available. If you want to start taking advantage of all that AMS has to offer, hire Kangaroo UK for the best Amazon PPC agency around.

With our help, you can drive more sales and increase your visibility on one of the world’s most popular online marketplaces. At Kangaroo UK, we have years of experience helping businesses use AMS to their fullest potential. We offer a range of services designed to help you get the most out of your advertising budget, from basic campaign management to sophisticated marketing consulting.

To learn more about how we can help you grow your business with Amazon Marketing Services, contact us today.

Amazon SEO: 5 Tips to Ranking Higher

Tue, 20 Jun 2023 10:41:00 GMT

5 Amazon Search Engine Optimisation (SEO) Tips to Rank Higher and

Increasing Sales

If you're an Amazon seller, then you know how important it is to rank high in search engines. After all, that's where most customers start their shopping journey, and if you're not on page one then you're likely to be losing out on a lot of potential sales as the top 3 positions attract most of the sales.

Luckily, there is a way to improve your ranking using Amazon Search Engine Optimization. By optimising your AMZ campaigns and using keywords that potential customers are likely to use when searching for your type of business, you can push your listing up the search page and get more visibility for your products.

Optimising your product listing on Amazon is not just about improving your search ranking; it's about presenting your products as expertly as possible to potential customers. In the digital age, where shoppers can't physically interact with products, high-quality images and engaging content are essential for making a lasting impression and driving sales. Your visuals are the eyes of Amazon shoppers, directly influencing their purchasing decisions and distinguishing your products from competitors.

Stay agile to achieve success on Amazon. Always keep up-to-date with the latest Amazon search engine optimisation (SEO) trends and algorithm changes to fine-tune your strategy accordingly. Leverage Amazon SEO resources.

Having an understanding of the Amazon search algorithm / how Amazon search works is really important as is having an Amazon SEO strategy. Monitor your product listing performance data closely, and be prepared to tweak your approach based on what the numbers tell you - product performance / performance through analytics. This ongoing attentiveness is what will help your products remain visible and attractive to potential buyers.

Below we'll delve into the strategies and techniques for optimising your listings (Amazon SEO guide), from crafting compelling titles to creating captivating visuals and persuasive content. By mastering these elements, you'll not only improve your search ranking but also enhance your customers' shopping experience, establishing yourself as a trusted authority in your niche on Amazon. So always think carefully about your top strategies and don't forget that there is also the Amazon seller app to manage your online business.

Top Tip! Amazon Brand Registry helps you as a seller protect your intellectual property (IP), as well as manage listings and grow your business.

1. Optimising Your Product Listings

It is important to optimise your product listing if you want to achieve a top position on Amazon search, plus it gives the impression that customers are dealing with an expert. When it comes to shopping online, as with any website, customers can't hold or try out products that a vendor sells.

This is why high-quality images and videos are crucial for making a great first impression and driving sales on Amazon. This is always a key point in digital marketing. The right visuals do not just attract customers, but they can significantly increase conversion rates as well.

High-resolution product images and engaging videos serve as the eyes for Amazon shoppers. They have a direct impact on a customer's purchasing decision, acting as the deciding factor when considering your product over a competitor's.

Delivering clear, detailed views of your items isn't just recommended, it's essential. Here are some of the actions you can take to optimise your product listing, including tips to rank high in search on Amazon. In doing so, you'll craft product listings that not only appeal to the algorithm but also to the people who matter most - your customers.

Amazon Product Titles

The allowance is 200 characters maximum on a product page. Ensure that the first letter of every word is capitalised. Include accurate and relevant keywords in your product titles, product descriptions, bullet points and front and back-end keywords.

Top Images Tips

Ensure each ASIN has seven high-quality Amazon product images.
For the relevant products, as with any e-commerce site or website, including Google Shopping and Amazon, images must be clear, in focus, and professionally lit. Blurry, pixelated, or poorly contrasted images are a 'no-go'.
A pure white background is mandatory for the main image - RGB values of 255, 255, 255.
Use high-resolution images in order to showcase your product's texture, colour, and design, where relevant.
Capture multiple angles and any important details to provide customers with a thorough overview of the product.
For videos, ensure high production quality and a focus on highlighting product features and functionality.
Images must be at least 500 x 500 pixels. You can increase the size to 1,000 x 1,000 pixels for high-quality listings. Any product should fill at least 80% of the image area.
Your images and videos should not only show the product but also effectively demonstrate how it solves problems or enhances the life of the customer. Use close-ups and annotations to pinpoint important features and benefits in product imagery and explainer videos.
Lifestyle videos that relate to the customer can bridge the gap between digital shopping and real-life experience. To create engaging visuals considering featuring your product being used in its intended environment or setting. Consider the demographic of your target audience and create scenarios that speak directly to their interests and daily lives.

Content Tips

Use short but descriptive sentences to highlight the main features of any product listed, including any benefits. This helps when showing products in search results (end search terms) i.e. product results which appear in the listings when people type in their search query in the Amazon search box.
Create engaging and customer-friendly Amazon product descriptions. Ensure that any target keywords are included. This will improve the chances of your product being found on Amazon.
Offer a competitive price point or show a discount.
Include trust indicators within your listings to demonstrate your brand position.
If product variations are being sold, ensure you include as much detail as possible, including colours, shades, scents, sizes, flavours, etc.
When it comes to injecting keywords / Amazon backend keywords into your product descriptions and bullet points, balance is key. Whilst search terms are important in terms of ensuring that your content is rich with relevant keywords, always steer clear of keyword stuffing. Always provide informative product descriptions. Your primary aim should always be to assist and inform the shopper, not just to tick the 'algorithm' box.
Though keywords are important for Amazon SEO, it's crucial to avoid overusing them. Keyword stuffing can make descriptions difficult to read and may even hurt your SEO performance, like it can on Google, as it can be seen as manipulative by Amazon's algorithms.
An exceptional product narrative can set your listing apart. Focus on providing clear, concise information that highlights your product's value. Use storytelling techniques to connect with the customer on an emotional level, making the product more relatable and desirable. Remember, the end goal is to provide a natural, helpful product narrative that enhances the shopping experience, encourages purchases, and inadvertently boosts your Amazon SEO efforts.

Top Tip! Have a list of front-end and back-end keywords you are targeting. Refresh this list every 90 days and update accordingly.

2. Understanding the Amazon Algorithm and Search Rankings

Amazon's search engine, like Google's, continually evolves to deliver the best user experience possible. Amazon's algorithm undergoes constant refinement, prioritising user experience. To achieve a top position on the Amazon platform, it's essential to understand how the algorithm works and how to optimise your product listings accordingly. At the heart of Amazon's ranking algorithm lie several key factors that greatly impact product visibility and prominence.

Customer Product Reviews

Foremost among these factors are customer reviews, which serve as an indicator of product quality and customer satisfaction. Positive reviews not only enhance a product's credibility but also signal its desirability to potential buyers, thus bolstering its ranking.

Sales Velocity

Equally paramount is the concept of sales velocity. This is defined as: the number and dollar amount of seller transactions per month. As a result, sales velocity exerts a significant impact on a product's ranking. Products that demonstrate higher sales velocity enjoy heightened visibility, as Amazon's algorithm perceives them as popular and sought-after, deserving more prominence. This in turn helps increase product sales. Amazon sales rank.

Product Price

Pricing also plays a significant role in determining a product rankings within Amazon's search results. Competitive pricing strategies can provide a distinct advantage, enticing price-conscious consumers and fostering increased sales, thereby bolstering a product's ranking within the algorithm.

Amazon Best Sellers rank

For reference, the Amazon best sellers calculation is based on Amazon sales. Whilst this is a good indicator, overall, of how well a product is selling, note that it does not always highlight how well an item is selling in relation to similar items on Amazon.

By understanding the Amazon A10 algorithm / A10 ranking algorithm and implementing these key ranking factors, you can maximise the chances of appearing towards the top of Amazon's search results. Note that the A10 algorithm is the updated version of the previous Amazon A9 algorithm.

Top Tip! Always ensure that your listings are optimised, including any titles, descriptions, keywords, images, etc.

3. Giving More Priority to Customer Reviews

Amazon gives priority to products with the most favourable customer reviews. So think - what always makes a great Amazon product? The accumulation of numerous positive reviews is key in elevating a product's position within Amazon's search results (Amazon search ranks), reflecting customer trust and satisfaction. Amazon's consideration of customer feedback underscores its commitment to delivering unparalleled experiences for both Amazon users and customers.

Customer Reviews

Satisfied customers are more likely to express their satisfaction through positive reviews, amplifying a product's credibility and desirability. On the other hand, timely and courteous responses to negative reviews demonstrate proactive engagement and a genuine commitment to addressing customer concerns, potentially transforming negative experiences into positive ones.

Address Negative Reviews Positively

Responding to negative reviews with a positive and constructive attitude is essential. Addressing concerns demonstrates to future customers that you're committed to their satisfaction and actively working to resolve issues. Stay on top of what customers say and react promptly. Acknowledge negative reviews with a solution. Use reviews to guide product enhancements and customer service training. Always look at your Amazon conversion rate.

Excellent Customer Service

Maintaining a relentless focus on delivering exceptional customer service and consistently striving for excellence in all areas of your business and brand, creates the right environment for accumulating positive customer reviews. Growing a reputation for reliability and excellence not only enhances customer loyalty but also encourages a steady influx of positive reviews, which in turn strengthens a product's standing within Amazon's ranking algorithm and can enhance revenue.

Always Remember Your Customer

Never lose sight of who you're selling to. Amazon's algorithm favours listings that prioritise customer engagement and satisfaction. From the images and videos you choose to the way you write your descriptions and respond to customer reviews, make the customer's needs and wants your top priority. Never resort to dishonest tactics. When responding to reviews, always craft a genuine response that reflects the quality of your brand. A polite and personalised approach to ask buyers for their feedback can go a long way.
Consider the use of automated email follow-ups. Implementing automated email follow-ups after a purchase can significantly increase your review rates. A friendly reminder email that enquires about customer satisfaction and gently requests a review is both efficient and effective.

Top Tip! Third-party tools are available on the market to send automated emails requesting reviews from your customers.

4. Taking Advantage of Amazon Advertising

The fastest way to place your products at the top of Amazon search results is to start Amazon advertising campaigns. Amazon advertising allows you to place your products in front of shoppers. You can use Amazon advertising to create strategic campaigns targeting shoppers at each stage of their buying journey. By using advertising, you can improve your visibility of your brand, which will help you move up in product searches/search results. Top Tip! Advertising within Amazon can boost your organic SEO (products and advertising).

5. Eyes on Your competitor

As an Amazon seller, navigating the competitive landscape can feel like venturing into a 'bustling marketplace teeming with opportunities and challenges alike'.

With millions of sellers competing for attention and sales on the platform, there is intense competition. However, for those who are willing to embrace the intricacies of the Amazon marketplace and adapt to its ever-evolving dynamics, the potential for success is immense.

It is really useful to monitor the activity of your competitors on Amazon.

Top Tip! You can target competitor ASINs with discounted products, or when they are out of stock, you can place your ads directly in their listings. Alternatively, you can track their money-making keywords and incorporate them into your keyword strategy.

Final Thoughts

Optimising your product listings on Amazon is essential for securing a top position and showcasing your expertise. High-quality visuals and engaging content drive sales by influencing customer decisions. Understanding Amazon's algorithm, particularly the importance of customer reviews, sales velocity, and pricing, is crucial for visibility and success.

Prioritising customer satisfaction and feedback cultivates loyalty and strengthens your reputation.

Furthermore, monitoring competitors is a key strategy for staying competitive. In essence, continual refinement and a commitment to excellence are vital for maximising your success on Amazon.

It's also worth remembering that Amazon advertising campaigns can provide the fastest way to get your products at the top of Amazon search results. Are you ready to revolutionise your Amazon presence?

Look at product titles: Are they keyword-rich and customer-centric?
Analyse your media: Could your images and videos better showcase your items?
Encourage reviews: What's your strategy for boosting the number and quality of your reviews?
Decipher the A10 algorithm: How well do you know the algorithm that holds the keys to your success?
Revitalise your older listings: Is there room for more compelling descriptions and bullet points with products that have not done well, that can be identified through reviewing past sales performance / sales history?

About Kangaroo UK

At Kangaroo UK, we offer Amazon SEO Services to our clients, helping them increase their sales and revenue on Amazon. As Amazon SEO experts, we are a full-service Amazon company based in the East Midlands. Contact us today to learn about how we could work together utilising the latest, top strategies to grow your Amazon business.

Kangaroo UK - A full-service Amazon agency. UK-based Amazon experts.

Amazon Deals: How to sell more products

Wed, 30 Nov 2022 14:16:00 GMT

How to get more from Amazon Deals

If you're looking for a way to increase your sales, consider taking advantage of Amazon Deals! With Amazon's massive customer base, you can reach a broader audience. This blog, created by our Amazon Ads Expert, will ensure you understand Amazon Deals and boost your sales.

What are Amazon Deals?

Amazon deals are essentially discounts that Amazon offers on products in its marketplace. Deals are found on all sorts of items, from everyday household items to top-of-the-line electronics. The discounts offered through Amazon deals vary, but they typically range from 5% to 20% off the list price of a product. When a customer buys a product with an Amazon Deal, they save money and the seller shifts stock. It's a win-win!

Types of Amazon Deals

There are two main types of Amazon deals:

Lightning Deals
7-Day Deals

Lightning Deals are time-sensitive deals offered for a limited time only. These deals can run from a minimum of 4 to 12 hours. Deals typically feature heavily-discounted items and are often available in limited quantities. 7-Day Deals are also time-sensitive deals for seven days. These deals usually feature discounts of 20% or more for popular items.

Regular Amazon customers often explore a variety of promotional deals. Especially in the run-up to special events like birthdays and Christmas. Amazon Deals help with the awareness of your special offer and encourage value for money in the customers' consideration process.

Eligibility & Requirements for Amazon Deals

Amazon only approves those Deals that offer excellent value to the customer and meet specific guidelines. Some of these include but are not limited to:

Product star rating: To help ensure that the best possible products are featured, Lightning Deals may have minimum rating requirements.
Variation Availability: When applying to create a Lightning Deal for a product with more than one variation, include as many variations as possible in your deal.
Product eligibility: To help ensure a great customer experience, not all products are eligible for inclusion in Lightning Deals. The following products are not eligible for the Lightning Deal section: e-cigarettes, alcohol, adult products, medical devices and medicines and baby formula.
Fulfilment: In general, Lightning Deals must be Prime eligible. FBA or MFN Prime fulfilment are generally required.
Condition of the item: Only new items are eligible for Lightning Deals.

What is an Amazon Lightning Deal?

An Amazon Lightning Deal is a promotion with discount offers on a product for a limited number of hours. It’s found under the ‘Today’s Deals' tab, in the top navigation bar.

Depending on the time of year, this tab name is changed by Amazon to 'Black Friday Week' or 'Prime Day'.

Note: Deals are limited to one deal per customer until the discount promotion either expires or all available discounts have been claimed.

According to Amazon , the following is displayed to shoppers when a Lightning Deal is available:

The item featured in the deal.

Any available item variations (for example, different sizes or colours).
The promotional discount amount and final price.
A status bar indicates the percentage of deals currently in customers’ carts or purchases.
A timer will show how long you have to add the item to your Cart and claim the promotional discount.
An ‘Add to Cart’ button if there are available promotional discounts.

Advantages of Amazon Lightning Deals for Sellers

By offering deals and discounts, sellers can motivate customers to make a purchase more quickly. But what does this do for the seller?
If you're selling products on Amazon, here are a few benefits of using the Lightning Deals feature.

Rapid Increase in Sales

By featuring your product in Amazon's Lightning Deal space, you can target budget-conscious consumers at an enticingly low price and enjoy an increase in sales throughout the duration of the promotion.

Although it's great when your sales go up, remember that giving Lightning Deals costs money. Check your profit margins against your goals before you decide on the percentage offer.

Increase Visibility and Improve Ranking

Whilst the seller takes a cut in profit by giving a discount, offering Lightning Deals is an excellent marketing strategy to increase product and brand visibility.

In addition, this marketing strategy can also boost your organic Amazon ranking with a flood of purchases, web page traffic and customer feedback.

Quickly get Sell extra inventory

If you want to sell some inventory quickly, Lightning Deals are the way to go.

Many brands use Amazon Deals as an opportunity to clear out old products and make room for new seasonal merchandise.

Encourage Customers to Browse Your Entire Store

Lightning Deals are a fantastic way to increase promotion for your Amazon storefront and brand.

By securing these deals, you bring your brand name to the attention of many people who might not have otherwise considered or discovered your products.

Even if somebody doesn't use up your Lightning Deal, they still might think more favourably of your brand because it was presented to them in a positive light.

This way, you can build strong relationships with customers and create returning business thanks to increased product discoverability.

Seller and Product Requirements for Creating an Amazon Lightning Deal

To be eligible for deals, you must be a Professional seller with an overall rating of at least 3.5 stars. Additionally, products must meet these criteria:

Have a sales history in Amazon stores and at least a 3-star rating
Include as many variations as possible
Not be a restricted product or an offensive, embarrassing or inappropriate product
New condition
Be compliant with customer product review policies. To learn more, go to Customer product reviews policies .
Compliant with pricing policies and have a valid reference price. For more information, go to Show a reference price on your products and Amazon's policy on reference prices .
Eligible ASINs display automatically in the Deals dashboard.
There are three steps to create and submit a deal after selecting ‘Create a New Deal' in the Deals dashboard:

Select products

Select the Amazon store and Schedule
Configure the deal and submit

How to Create the Lightning Deal

Now that you've met the requirements for both the seller and the product, follow these steps to create your Lightning Deal:

In the Deals dashboard, click ‘ Create a new deal ’.

2. Select a product in your inventory and click ‘ Select ’.

3. Enter the Schedule, and click ‘ Continue to next step ’. (Deal Fee is shown alongside, which varies with time)

4. Click ‘Submit Deal’.

Your deal will be approved or rejected within 15 minutes, and if approved, Amazon will notify you of the time and date of your Lightning Deal.

To maximise your Lightning Deal’s performance, Amazon recommends:

Enhancing your A+ content / Enhanced Brand Content (EBC)
Making sure you have created the deal in an appropriate category
Considering the seasonality of your products
It's essential to keep an eye on your competition, both on Amazon and off. This way you can make sure your pricing of your products are competitive.

Summary

Amazon Deals are a great way for sellers to boost their sales and reach a broader audience. By offering discounts on products, sellers can encourage customers to buy more of their products at once and within a limited time frame.

In this blog post, we've given you a comprehensive guide to Amazon Deals so that you can take advantage of this great opportunity. Whilst implementing Amazon Deals, it's important to know your audience, plan ahead, and follow influencers in your space for the best results.

Kangaroo UK is an Amazon Ads Verified Partner . Should you have a question or need some expert help with your account, Contact Us today.
Happy selling!

Complete Guide To Fixing Amazon HFSS Issues

Mon, 14 Nov 2022 16:40:00 GMT

Amazon HFSS Suppressed Listing

This is a step-by-step guide to help sellers resolve HFSS listing suppression issues. In this guide we explain why you have been hit with a HFSS suppression, what is HFSS and the best and fastest way to fix the problem so you can start selling again.

Why have I been affected by the HFSS update?

If you are reading this blog, you’ve probably been affected by the HFSS algorithm update that was rolled out on the 1st of October 2022, where many food brands will be restricted from selling and advertising their products on Amazon. This has been a game-changer affecting everyone who sells in this field.
On the 26th of September 2022 Amazon sent an email to all Sellers stating as of the 1st October in line with the new regulations in the UK , less healthy products that are categorised as HFSS (High Fat, Salt, Sugar) will no longer be allowed to be promoted, advertised or appear on Amazon search results unless a customer specifically searches for them. Not every Seller received this email, and those that did found the message very unclear, leaving many sellers confused.

Useful information and resources

On the 26th September 2022 Amazon sent an email informing Sellers of the HFSS update.
The 1st October the Amazon Algorithm was updated and rolled out.
Department of health and social care: Restriction of promotion of high in fat or salt by location and volume price: implementation guide.
Products affected by the Amazon HFSS update .
Department of Health: Nutrient Profiling Technical Guide.

What does HFSS stand for?

HFSS is a shortened term for food and beverage products which are high in saturated fat, salt and sugar. It’s a description attributed to certain foods.

What are HFSS Products?

The Department of Health has a Nutrient Profiling Model (NPM) which is used to establish the HSFF score for a particular product.

Foods that score 4 or more and drinks that score 1 or more are categorised as HFSS products. Department of Health: Nutrient Profiling Technical Guide.

What happens if I don’t update my Amazon listings with HFSS information?

The affected Amazon listings will be suppressed, your products in organic search will not be displayed and your affected products will not be advertised, which will ultimately affect sales.

What information do I need to update to remove the HFSS suppression?

In line with UK advertising guidelines Amazon has updated the nutritional values for selected products being advertised on Amazon.

These values include the following:

Serving size.
Serving size unit of measurement.
Energy content.
Fat.
Saturated fat.
Carbohydrates.
Sugars.
Protein.
Salt per serving.
Carbohydrate unit.
Energy unit.
Fat unit.
Dietary fibre.
Protein Unit.
Carbohydrates Unit.
Monounsaturated fat (optional).
Polyunsaturated fat (optional).

Why flat file update for HFSS is the way to go

Typically, whenever a listing update has been requested the the easiest way to do this is by updating it through the ' Edit ' option under ‘ Manage All Inventory ’.
However, when a listing has been suppressed by HFSS we cannot make the required changes because the backend does not accept the new values.
You will see all the mandatory attributes on red rectangles that could not accept an update, so we need to update it via a flat file.
Another advantage of doing inventory updates using a flat file is we can update a number of listings in the same category at the same time. This can save a lot of time. If you are able to updating each listing one by one can take a lot of time.

So, let's get started with the method to Fix HFSS using Flat File Inventory Update.

Step-by-step instructions on how to fix an Amazon HFSS listing suppression

This is a step-by-step guide to fixing an Amazon HFSS listing suppression. If your listings have been suspended due to HFSS then you have to first gather all the nutritional information from the manufacturer and then proceed with the flat file update as follows.

STEP 1

Go to the ‘Manage All Inventory’ Tab in the Seller Central account. Paste the ASIN/SKU of the product which you need to update the HFSS for and then click on ‘Edit’.

STEP 2

Now you will be directed to the edit window. Click on the ‘Vital Info’ sniTab as shown below.

STEP 3

Locate ‘Recommended Browse Nodes’ and note down the exact node flow.

In order to download the flat file, it is necessary to know the product category.
For this ASIN, the product category is ‘Health & Personal Care’. Since there are lots of products which can fall under this category it is, therefore, necessary to note down all the sub-categorisation in order to identify the best suited sub-category for this product

STEP 4

Downloading the template file and updating HFSS information. Go to the main navigation menu and locate ‘Add Products Via Upload’ under ‘Catalogue’.

Under the ‘ Download Spreadsheet ’ section locate ‘ Update Product Details ’ . Click on ‘ Get Product Template ’.

Now a window will pop up which says…

You can select either the ‘Processing Summary’ option if you have previously submitted a data feed in the past, or, select option 2 by clicking on ‘Product Template’ to generate a template file for the product subcategory.

Next, you have to choose the marketplace URL. You will be redirected to the template download centre.

After cross-verifying with the ‘Recommended Node Point ’ from the previous EDIT Window, you need to locate the respective subcategory of the product.

Now scroll below and click on ‘ Generate Template ’.

As you click on the Generate Template button, an excel file will be downloaded.

STEP 5

Now you have downloaded the template file. It’s time to update the values on the sheet.

After opening the sheet, you will see various tabs, i.e. Instructions, Images, Example, Data Definitions etc.

HFSS updates are completed in the ‘Template Tab‘.

STEP 6

In this tab, we are only concerned with updating the HFSS-related information. Before providing that information ,we need to have obtained the following information…

Product Type: You can obtain the product type data by going through the ‘Valid Values’ Tab.
Seller SKU: SKUs can be found in the ‘Manage All Inventory’ section against the ASIN.
Brand Name.
Product ID: this can be either ASIN, UPC, GCID, EAN, or GTIN.
Provide ID Type: Choose from the dropdown list or locate from the ‘Valid Values’ tab.

Since we are making a partial update to the present listing, choose ‘Partial Update’ in the ‘Update Delete ’ field.

This will tell Amazon that we are making a partial update, and the attributes we are providing will be updated, and the rest of the attributes will remain the same.

STEP 7

Now it’s time to fill in all the Nutritional Info you have gathered.

TIP: A quick trick, if you hit the ' Ctrl+F', you can quickly find and update all the missing attributes.

After updating all the values and their respective units, it’s time to upload the inventory file to Seller Central.

STEP 8

To upload the Update File, go to the ‘Upload Your Spreadsheet ’ and upload the feed file.

Hurray! You’re done. Just wait for 15 minutes to 1 hour, and your product will be indexed again.

STEP 9

In order to check whether your product is indexed or not, just type in Amazon’s search bar - ‘ASIN ’ + ‘’Your Primary Keyword ’.

If your product is indexed, it will show on the search results page; if it's not indexed, it will not show up.

WELL DONE! You have resolved the HFSS error on your product.

Pro Tip

Advertising - It is good practice to double-check your ads are working again. We found that for some of our listings, we were immediately able to advertise again; however, in some cases, we found our listings as ‘Not Approved’. If this happens to you, you must contact Amazon Support to help resolve the issue.

Conclusion

Kangaroo UK offers a comprehensive Amazon account management service to a diverse range of Amazon sellers. If you have a problem or if you are spending too much time managing your Amazon account, and you think it's time to get some help, then c ontact us and talk to our friendly team. We’re here to help.

Advantages Of Working With An E-commerce Agency

Tue, 31 May 2022 11:20:00 GMT

What are the advantages of working with an e-commerce agency?

Nowadays, businesses need to have an online presence. As such, more and more e-commerce agencies are emerging. E-commerce agencies have a wealth of knowledge and experience in creating successful online stores.

The services of an e-commerce agency can be an excellent resource for businesses that want to sell products or services online or enhance their existing e-commerce setup. They can help you develop a strategy, create a design that will convert shoppers into buyers, and manage your store’s day-to-day operations.

Here are just some of the advantages of working with an e-commerce agency:

1. Experience setting up and running successful online stores

An e-commerce agency has a lot of experience in this area and can provide valuable advice, as well as take care of all the technical aspects of setting up and running an online store. It can free up your time to focus on other areas of your business.

They can help your business create a website that is both visually appealing and easy to use, and set up the various features and functions you'll need to sell products and services online.

2. Manage your online inventory and orders

Managing your online inventory and orders can be challenging, especially if you don't understand the ins and outs of e-commerce.

An e-commerce agency can manage your online inventory and orders for you - taking the burden off your shoulders and ensuring that your customers have a positive experience when shopping with you.

3. Help you create an effective marketing strategy for your store

An agency can work with you to develop a strategy tailored specifically to your business - that will get your products in front of the right people and generate more sales.

They'll also provide expert advice on the latest online marketing trends and techniques that can help you reach your target audience.

By using proven marketing techniques, an e-commerce agency can help you boost traffic to your store and increase conversions. In addition, an e-commerce agency can provide other services, such as web design and search engine optimisation (SEO).

4. Well-versed in the latest technologies

It is very beneficial to hire an e-commerce marketing agency in this case. All qualified agencies have access to the latest tools and products and maintain premium memberships. Furthermore, these agencies have staff members who hold expertise in a wide variety of software - so they can cater to your business needs quickly.

They can help you with everything from setting up your store to optimising it for search engines. By working with an e-commerce agency, you can be confident that you’re getting access to the best possible advice and services for growing your online store.

5. Increase your online store visibility

Getting found on the internet is hard, and it's easier than ever before with all of these new resources. An e-commerce agency can help increase your online store visibility through various methods such as search engine optimisation (SEO), social media optimisation & paid advertising! That will give customers more access than ever before.

These professionals know how best to utilise social media and search engine optimisation strategies. They will work with you to create a digital marketing strategy that fits your needs and helps you achieve your goals.

The right e-commerce agency can make all the difference. They understand how to get you noticed, bring in new customers and keep old ones coming back for more!

If increasing your online sales is what's got you down, then Kangaroo UK is the perfect partner for you. Kangaroo UK is an Amazon agency that can help you grow your online business. Contact us today.

What Makes Local SEO Different From Organic SEO?

Tue, 31 May 2022 10:44:00 GMT

SEO, or search engine optimisation, is the process of improving the ranking of a website on search engines. There are two main types of SEO: organic and local. While both types have the same goal - to improve rankings and visibility - there are some key differences between them.

In this blog post, we'll break down the key differences between local SEO and organic SEO, so you can decide which one is best for your business. Let's get started!

Organic SEO vs. Local SEO

Organic SEO

Quite simply, organic SEO refers to the methods used to improve your website's visibility and ranking without using paid advertising. Instead, the focus is on creating high-quality content and optimising your site for search engine crawlers. While it requires more time and effort, organic SEO can be a more cost-effective way to promote your business online.

It has less to do with location and more to do with whether your site is relevant to a specific search. The idea behind organic SEO is to make your website as relevant and useful for a given search term, like "organic cotton t-shirts," as possible.

N ote: The following are organic search result pages.

Local SEO

Local SEO is a strategy that enables businesses to promote their products and services to local customers. With local SEO, you focus on optimising your website and content for a specific geographic region or area. It helps to ensure that your site appears on search engine results pages for relevant queries in that area.

Local businesses often rely on referrals and foot traffic - ranking high in local search engines is essential for their success.

Location plays a crucial role in local SEO, and search engines must know the exact location of your business. And so, it can find businesses located in a given location when someone searches for them. To rank high in local search engine results, you need to make sure that your business name and address are the same across all listings, including your website.

Note: The following are local search result pages.

Differentiating between local SEO and organic SEO can be difficult, but it’s important to understand the unique aspects of each in order to create an effective marketing campaign.

Here at Kangaroo UK , we have experts in both areas. Our team has experience in all aspects of online marketing, from website design to SEO and PPC . We excel at generating leads and engaging customers through targeted campaigns. Contact us today to discuss your needs and let us show you how we can help grow your business online.

Different Types of e-Commerce Businesses

Tue, 24 May 2022 09:59:00 GMT

Types of e-Commerce businesses

In its simplest form, e-commerce is the buying and selling of goods and services over the internet. But this definition doesn't do justice to the full potential of online commerce. E-commerce has evolved into a vast ecosystem that encompasses everything from social media networks to payment gateways and beyond.

It can include anything from buying a product online to booking a hotel room or airline ticket. This makes it one of the most important aspects of doing business in today's digital age. To succeed in e-commerce, businesses must have a clear understanding of how it works and how they can leverage it to their advantage.

This is one of the reasons eCommerce businesses use a marketing agency to help build the correct strategy for their business.

There are several basic types of e-commerce business models, each with its own advantages and disadvantages. In this blog post, we'll take a look at the six most common types of e-commerce business models. So let's get started.

Six Basic Types Of E-Commerce Business Models

1. Business-to-Business (B2B)

The business-to-business e-commerce model is a process where businesses sell and purchase products and services from each other through an online platform. This process enables businesses to discover new suppliers and customers, as well as establish connections with new markets.

A study shows that online sales on B2B e-commerce sites, login portals and marketplaces grew by 17.8% to $1.63 trillion ( source ) . The B2B e-commerce model has revolutionised the way businesses operate, making it easier for them to conduct transactions globally. Thanks to advancements in technology, the B2B e-commerce model is now more efficient than ever before.

2. Business-to-Consumer (B2C)

E-commerce is a business-to-consumer (B2C) model that enables businesses to sell products or services to consumers online. This type of commerce is one of the most popular models and continues to gain popularity.

The global B2C e-commerce market size in 2020 was US$3.67 trillion. And, it is expected to expand from 2021 to 2028 at a compound annual growth rate (CAGR) of 9.7% ( source ). There are many reasons for this, but some of the biggest benefits include convenience, flexibility, and choice.

Additionally, e-commerce enables businesses to reach a broader audience than they could through other channels. As a result, more businesses are turning to e-commerce as a way to grow their sales and reach new customers.

3. Consumer-to-Consumer (C2C)

The Consumer-to-Consumer (C2C) e-commerce model is a newer way of buying and selling online that doesn't involve businesses or retailers. Instead, it enables ordinary people to buy and sell products and services directly to one another through a specific platform.

It can be a great way to find unique items, save money on purchases, and even make some money by selling unwanted items.

4. Consumer-to-Business (C2B)

The Consumer-to-Business (C2B) e-commerce model is a recent phenomenon that turns the traditional e-commerce model on its head. In C2B, consumers use online platforms to sell goods and services to businesses.

This innovative business model has the potential to revolutionise e-commerce by giving businesses access to high-quality products at lower prices.

5. Business-to-Administration (B2A)

Business-to-Administration (B2A) is a way for businesses to sell their products and services to government organisations and other large public institutions. This type of e-commerce has become increasingly popular in recent years, as businesses seek new ways to sell to government agencies that have been slow to adopt e-commerce technologies.

There are several advantages to using the B2A e-commerce model. First, it allows businesses to reach a large pool of potential customers. Additionally, it enables businesses to streamline the purchase process for government organisations, which can save time and money. Ultimately, it enables businesses to establish relationships with key government decision-makers.

6. Consumer-to-Administration (C2A)

The Consumer-to-Administration (C2A) e-commerce model is a relatively new approach that enables people to interact with the government. Examples of this model include distance education platforms, filing tax returns, and healthcare services.

This approach offers several advantages over traditional methods of interacting with the government, including increased convenience and efficiency. Additionally, by automating many of the processes associated with C2A transactions, the C2A model can help reduce costs and enhance transparency.

E-commerce is a booming industry, and it’s only going to continue to grow. If you’re looking for help getting your business online or want to improve your current e-commerce strategy, contact Kangaroo UK today. We provide all the services you need to get started in this rapidly growing sector and can help you take your business to the next level.

With our years of experience and expertise, we can assist you in choosing the right platform, developing an effective marketing plan, and ensuring that your website is optimised for conversions. Contact us today – we’d be happy to hear from you!

Rebranding Strategies To Follow For A Successful Rebrand

Fri, 06 May 2022 08:31:00 GMT

Rebranding Strategy

Change is inevitable in the business world and as markets evolve companies must adapt their strategies to stay ahead of the competition. For some businesses, this may mean rebranding.

A rebrand is a process of changing the name, logo, and overall branding of a company. A successful rebranding strategy can help your business or organisation stay relevant and top-of-mind with current and potential customers. However, it's vital to take the time to plan your rebranding strategy carefully to ensure its success.

Here are a few tips to follow when rebranding your business or products.

1. Research

By conducting in-depth research on your target audience, you can gain valuable insights into what attracts and resonates with your customers. You can use this information to identify areas where your brand may be falling short and develop creative solutions to address these issues.

For example, tools like Google Analytics provide data on website traffic and other key metrics that can help you stay ahead of the curve. Furthermore, research can also help you measure the success of your rebranding efforts and make necessary adjustments along the way.

Ultimately, a well-researched rebranding strategy is essential for ensuring long-term success. Doing a solid amount of research upfront will save you a lot of time and headaches down the road.

2. Rename

Renaming your company is one of the most important aspects of a successful rebrand. By choosing a new name that reflects the essence of your brand, you can help set the tone for your new image and draw attention to your company's values and goals.

To effectively rename your company, you should focus on several key strategies:

It's crucial to choose a name that truly captures what your brand stands for.
You should also pay close attention to how your chosen name will look and sound in marketing materials, social media and other channels
And finally, you should make sure that the legal aspects of renaming are handled properly - so both customer and partners understand that change.
Make sure your new name is available as a URL, as digital marketing contributes significantly to your brand's success.

With these strategies in mind, you can easily kick off a successful rebranding process and give your company an edge over its competitors.

3. Redefine

When a company is looking to revitalise its brand, it's essential to take a step back and redefine its core values and mission. Your core values and mission help define who you are and what you stand for as a business, both internally and externally.

It involves taking a hard look at what makes your company unique, as well as considering how you can use the power of language to tell your story compellingly. Perhaps the most important step is figuring out what your customers are looking for in terms of value and then stepping up to meet those needs.

By staying true to your core values and communicating them effectively, you can build trust with your target audience and find long-term success in the world of rebranding and marketing.

4. Reanalyse

One of the most effective rebranding strategies is to thoroughly research your competition and identify its strengths and weaknesses. By doing so, you can discover gaps in the market and develop branding strategies that set you apart from your competition.

For example, if your competitor focuses mainly on price-matching, you might consider emphasising higher-end products or premium customer service instead.

Paying great attention to the details can help you identify chances for improvement and new methods of doing things that will offer you an edge in the marketplace. Additionally, it's important to be aware of any changes or shifts in the market landscape so that you can remain relevant and competitive in your industry.

With this crucial information about your rival at your disposal, you'll be well on your way to rebranding your company and establishing yourself as a powerhouse competitor within your industry.

5. Outsource

With numerous moving parts and complex considerations involved in rebranding, it can be incredibly helpful to enlist the assistance of an experienced outside consultant or firm. By partnering with a third-party expert, you can leverage their expertise and knowledge in the marketing field, gaining access to unique perspectives, ideas, and insights.

This can be essential for conducting thorough market research and analysis, as well as developing creative new concepts that are tailored specifically to your brand's needs.

Additionally, partnering with an external agency can help you maintain creative control over your rebranding strategy while also ensuring that it is carried out effectively and professionally.

6. Consistency

Your audience needs to be able to recognise your brand no matter where they see it. This means using the same colours, fonts, and overall aesthetic across all of your marketing materials, from your website to your social media posts to your print ads.

Of course, this doesn’t mean that you can never change things up – a little bit of variety can keep things fresh – but in general, it’s important to maintain a consistent look and feel for your brand.

Also, keep in mind that your company's social media accounts should be kept up to date. People are more likely to trust a company whose senior leaders are engaged on social media, according to 82 per cent of respondents. ( source )

Conclusion

Rebranding can be a daunting task, but it doesn’t have to be done alone. Partner with a branding agency like Kangaroo UK, and we will help you through every step of the process to ensure a successful rebrand for your business.

Our team of experts has years of experience in the branding and marketing industries, and we know what it takes to create a successful rebrand . We understand the process inside and out and can help guide you through every step of the way.

With our help, you can redefine your brand and create a new identity that will resonate with customers and increase sales. Ready to get started? Contact us today.

Branding Mistakes e-Commerce Companies Make And How To Avoid Them

Mon, 18 Apr 2022 06:08:00 GMT

Branding is essential for any e-commerce business, large or small and a well-branded company is recognisable and easily distinguished from its competitors. Knowing how to correctly brand your company is essential for success. However, many companies make common branding mistakes without even realising that it can hold the business back. By understanding the most common mistakes will help you create a strong brand that represents your business well.

Most common branding mistakes and how to avoid them.

1. Focusing on the product over the customer

When it comes to branding, companies often make the mistake of focusing on the product rather than the customer. This can be a major problem, as it can lead to businesses losing sight of what their customers want and need. As a result, they may end up producing products that don't meet customer expectations, which can completely damage their brand.

To avoid this mistake, companies need to keep their customers at the forefront of their minds at all times. They need to consider what their customers want and need, and then produce products that meet those needs. Only by putting the customer first will companies be able to create a successful brand that meets customer expectations.

2. Not targeting the right audience

Many companies make the mistake of not understanding who their target audience is. As a result, they fail to connect with their customers and build a strong brand. There are a few ways to avoid this mistake. First, it's important to research your target audience. Who are they? What are their needs and wants? What motivates them?

Once you have a good understanding of your target audience, you can then create messaging and content that resonates with them. It's also important to stay focused on your target audience. Don't try to be everything to everyone. Instead, focus on delivering an exceptional experience to your target customers. By doing so, you'll be able to build a strong brand that connects with its customers.

3. Inconsistent brand identity

A company's brand identity is one of its most important assets. It is the visual representation of the company's values and mission, and it should be consistent across all channels and touchpoints. Unfortunately, many companies make the mistake of having a cluttered or inconsistent brand identity, which can confuse and alienate customers.

To avoid this mistake, companies should develop a strong and clear brand identity that is reflected in all of their communications. They should also regularly review their branding to ensure that it remains relevant and consistent with their evolving business. By remaining consistent, companies can ensure that their customers always know who they are and what they stand for.

4. Not differentiating yourself from the competition

When it comes to branding, many companies make the mistake of failing to differentiate themselves from the competition. As a result, their brands become indistinguishable from one another, making it difficult for consumers to make informed decisions. There are a few ways to avoid this mistake. First, it's important to understand what makes your company unique. What are your core values, and how do they differ from those of other brands in your industry?

Once you have a clear understanding of your brand identity, you can begin to craft messaging and visuals that accurately reflect who you are as a company. It's also important to stay true to your brand identity over time. Consistency is key when it comes to building a strong and recognisable brand.

5. Having a shoddy website

A company's website is often the first point of contact between the business and its potential customers. As such, the website must make a good impression. Unfortunately, many businesses make the mistake of having a shoddy website that does not reflect well on the company.

There are a few key ways to avoid this mistake.

By following these tips, companies can avoid making branding mistakes with their website.

6. Not staying up-to-date

In today's fast-paced world, it's more important than ever for companies to keep their branding up to date. However, many companies make the mistake of letting their branding become outdated. This can occur for various reasons, including changing market conditions, new competition, or failing to keep pace with the latest trends. Whatever the reason, outdated branding can have a significant impact on a company's bottom line.

Outdated branding can make a company appear dated and unappealing, which can deter potential customers. It can also make it difficult for a company to stand out from its competitors. To avoid this mistake, companies need to be proactive in their approach to branding. They should regularly reassess their image to ensure it reflects the latest trends. Additionally, they should be open to change and willing to adapt their branding as needed. By staying up-to-date, companies can ensure that their customers always feel connected to them.

7. Underestimating social media presence

In today's digital age, social media is one of the most effective ways to connect with potential customers and establish a strong brand presence. A strong social media presence can help to build brand awareness, create an emotional connection with customers, and drive sales. However, many companies fail to properly harness the power of social media, resulting in a weak brand presence.

There are several key ways to avoid this mistake. First, it is essential to have a clear strategy for how you intend to utilise social media. What are your goals? Who is your target audience? What kind of content will you share? Once you have answers to these questions, then you are ready to spread your brand wide across social media.

As you can see, there are a few common branding mistakes companies make. But by avoiding them and working with an experienced Amazon A+ content agency like Kangaroo UK, your business can create a successful brand that stands the test of time. At Kangaroo UK, we pride ourselves on understanding the ever-changing landscape of branding and marketing.

10 Branding Tips For Small Ecommerce Businesses

Wed, 06 Apr 2022 11:29:00 GMT

Branding Tips

If you're a small ecommerce business owner, you know that it can be difficult to compete with larger businesses. Small businesses are the lifeblood of every country's economy as they create jobs, supporting the online economy by driving innovation. Yet, they often receive less attention than large businesses.

That's why small e-commerce business owners need to focus on branding – creating a strong, recognisable identity that will help them stand out from the competition. A strong brand is crucial to the success of any business, regardless of its size. Creating and maintaining a successful branding strategy can be tricky, though, especially for small sellers on a tight budget.

Here are ten tips to help you create a powerful brand that will resonate with your customers.

1. Define your values

One of the most important things for a small business is to define its value and then communicate that value to customers. If you can't articulate what makes your business unique and why customers should choose you over the competition, then you're going to have a tough time succeeding. Therefore, it is essential to understand what makes your company unique. What are your core values and principles? Defining these early on will help you stay true to your brand identity as you grow.

2. Start with a strong name

The first and most important step in branding your business is to create a name that's easy to remember and stands out from the competition. There are lots of factors to consider when choosing a name for your small business. You want something memorable, unique, and relevant to your industry or product. You also need to ensure the name is available as a domain name and is trademarked in your area. Once you've come up with a name, be sure to register it as a trademark to prevent others from using it. Keep it professional and easy to read while still making a statement.

3. Create a unique visual identity and style guide

Your logo, colour palette, typography, and imagery should all work together to create a cohesive look and feel for your brand. This consistency will help customers easily recognise your business across touchpoints. Your logo is one of the most important elements of your branding strategy.

Make sure it's professional and consistent with the overall look and feel of your website and marketing materials. Having a style guide can also help ensure that all company communications are consistent, making it easier for customers to remember who you are and what you stand for.

4. Establish a strong and recognisable brand identity

A strong and recognisable brand helps set your business apart from the competition and can attract new customers and keep them coming back. Your brand should be instantly recognisable to customers, so they know what they're getting when they purchase your product or service. Everything from your logo and website design to your marketing materials and social media presence should be aligned with your branding strategy.

5. Be authentic

For small businesses, authenticity is key. You need to be genuine with your customers and offer them products or services that are truly valuable. Don't try to be something you're not; customers can see through fake branding attempts and will be less likely to trust you in the future. Instead, focus on developing a unique voice and personality for your business that reflects who you are as a company.

6. Make sure your branding is relevant to your target audience

The first step in branding is to define your target audience. Who are you trying to reach with your products or services? Once you identify your target market, you can tailor your branding strategy to appeal to them. It's essential that your branding resonates with the needs and interests of the target audience; otherwise, they're unlikely to connect with it.

7. Make sure you have a well-optimised website

A website that is properly optimised will help you rank higher in search engine results pages (SERPs), which means that more people will be able to find your business online. Additionally, a well-optimised website will help you convert more of those visitors into customers.

Many factors go into optimising a website, but some of the most important include optimising your site's title tags and meta descriptions, ensuring that your site is mobile-friendly, and publishing high-quality content.

8. Be frequently active on social media and keep your branding consistent across all platforms

Most small businesses have limited marketing budgets, so utilising social media to generate awareness and engagement is crucial. By being active on social media, you can reach a wider audience with your marketing messages without incurring significant costs. Potential customers are spending an increasing amount of time on social media platforms like Facebook, Twitter, and Instagram. If businesses want to reach these people, they need to be where their audiences are spending their time.

Posting regularly on social media platforms helps businesses maintain a strong presence online, build relationships with potential and current customers, and connect with influencers who can help promote their products or services.

Plus, customers are increasingly expecting brands to be active on social media. If you’re not meeting their expectations, they’ll take their business elsewhere.

Small businesses need to maintain consistent branding across all platforms. Whether it's your website, social media profiles, or print materials, make sure your branding is consistent in every aspect so that customers have a cohesive experience when interacting with your business.

9. Make sure you have a clear CTA

Small businesses should include a clear and concise call to action (CTA) in their marketing materials. A CTA tells potential customers what you want them to do, such as "call us for a free consultation" or "visit our website to learn more." Having a strong CTA will help ensure that your small business can convert leads into clients.

When creating a CTA, there are a few things to keep in mind:

10. Develop a tagline

No doubt having a killer tagline can help any small business to stand out from the competition. But what many entrepreneurs don't realise is that developing a strong tagline is about more than just finding the perfect clever turn of phrase. An effective tagline needs to be concise, capturing the essence of what your business does in just a few words. It should be memorable so that customers will think of you whenever they need your product or service. And most importantly, it should be relevant to your target market.

If you are a small business owner who is feeling overwhelmed or unsure of where to start when it comes to branding, don’t worry. Our Brand Identity Designer here at Kangaroo UK can take the pressure off and help your business grow in ways you never thought possible. Kangaroo UK has been helping businesses both small and large for more than a decade with brand design, and we have the expertise necessary to help your business succeed.

Kangaroo UK has years of experience helping businesses just like yours create an image that resonates with customers and drives sales. In addition to our comprehensive branding services, we also offer SEO and PPC consulting, as well as Amazon marketing expertise, ensuring that your business maximises its investment in us. Our team of experienced professionals will take care of everything for you, so you can focus on running your business.

Contact us today for a free consultation and let us show you how we can help your small business become a big success.

Amazon PPC vs Google Ads: Which Should You Use?

Tue, 29 Mar 2022 12:16:00 GMT

Last Updated: May 2026

Amazon PPC and Google Ads are both pay-per-click advertising platforms, but they work in fundamentally different ways. Amazon PPC targets shoppers who are already on Amazon, looking to buy a product. Google Ads targets people searching for information, products, or services across the entire web. The right choice depends on what you sell, where your customers are, and what you are trying to achieve. For most e-commerce businesses, the answer is not one or the other; it is both, used strategically together.

What Is the Core Difference Between Amazon PPC and Google Ads?

The fundamental difference is buyer intent. When someone searches on Amazon, they are almost always looking to buy something. They have their wallet out. When someone searches on Google, they could be researching, comparing, browsing, or buying. The intent is much broader.

This difference affects everything: your click-through rates, your conversion rates, your cost per acquisition, and how you measure success. Amazon PPC is a bottom-of-funnel channel. Google Ads covers the entire funnel, from awareness through to purchase.

How Do They Compare on Key Metrics?

Here is a side-by-side comparison based on current industry benchmarks:

The numbers tell an interesting story. Amazon PPC has a significantly lower average CPC and a higher conversion rate than Google Ads. That is because Amazon shoppers are further down the buying journey. They have already decided they want a product; they are just choosing which one.

When Should I Use Amazon PPC?

If your products are listed on Amazon and you want more people to see them, Amazon PPC is where to start. You are paying to appear in the search results alongside your competitors, right at the moment a shopper is deciding which product to buy.

What makes Amazon PPC particularly powerful is how it feeds into the Amazon flywheel . Every sale your ads produce counts towards your organic ranking. More sales mean a higher ranking, which means more free traffic, which means more sales without paying for them. Google Ads does not have this compounding effect because Google's organic search rankings are not influenced by your ad spend.

For a detailed walkthrough on setting up Amazon campaigns, see our Amazon PPC guide .

When Should I Use Google Ads?

Google Ads works best when your goal is getting people onto your own website, getting your brand name in front of new audiences, or catching potential buyers while they are still in the research phase, before they have even opened Amazon.

Google Ads also gives you access to formats that Amazon does not offer. Google Shopping ads show your products with images and prices directly in search results. YouTube ads let you run video campaigns to build brand recognition. The Google Display Network puts banner ads across millions of websites. These are all awareness and consideration tools that Amazon simply does not replicate.

Google Ads is also the only option if you run a service-based business. A plumber, a solicitor, or a marketing agency has no use for Amazon PPC because their customers are searching on Google, not browsing Amazon.

Should I Run Amazon PPC and Google Ads Together?

For most e-commerce businesses selling on Amazon alongside their own website, the answer is yes. The two platforms serve different parts of the customer journey and complement each other well.

A typical combined strategy looks like this: Google Ads drives brand awareness and sends traffic to your own website, where margins are higher. Amazon PPC captures shoppers who go straight to Amazon to search and buy. Google Shopping ads catch people comparing products across retailers. Together, they cover more of the market than either platform alone.

We have seen clients at Kangaroo UK who ran only Amazon PPC, missing a significant share of potential customers who search on Google first. Adding Google Ads alongside their Amazon campaigns increased their overall sales by capturing buyers earlier in the research phase.

How Should I Split My Budget Between Them?

There is no universal split because it depends on your business model. But here are some general guidelines based on what we see working for our clients:

If Amazon is your primary sales channel: allocate 60-70% of your ad budget to Amazon PPC and 30-40% to Google Ads. Amazon PPC drives direct sales with higher conversion rates, and Google Ads builds the brand awareness that feeds into Amazon searches.

If your own website is your primary channel: flip the ratio. Put 60-70% into Google Ads to drive website traffic and conversions, and allocate 30-40% to Amazon PPC to capture marketplace buyers you would otherwise miss.

If you are launching a new product, lean heavily into Amazon PPC initially to build sales velocity, reviews, and organic ranking. Once the product has momentum, layer in Google Ads to expand your reach beyond Amazon.

The key is to track performance on each platform separately and adjust your split based on where you are getting the best return. A pound spent on Amazon PPC might generate £4 in revenue, while the same pound on Google Ads generates £3 but also builds brand recognition that drives future Amazon sales. Both numbers matter.

What Are the Common Mistakes When Running Both?

The biggest mistake we see is treating the two platforms as separate, unconnected strategies. They work best when managed as part of a single advertising plan with shared goals, shared data, and coordinated timing.

Other common mistakes include running Google Ads traffic to a poorly optimised website while expecting Amazon-level conversion rates, not tracking the indirect impact of Google brand campaigns on Amazon search volume, and spreading the budget too thin across both platforms instead of focusing spend where the data shows the best returns.

How Can Kangaroo UK Help?

We manage both Amazon PPC and Google Ads for e-commerce clients, enabling us to coordinate strategy across both platforms. Our Amazon account management team handles Amazon PPC alongside listing optimisation, while our PPC management services team runs Google Ads, Google Shopping, and paid social campaigns.

Having both under one roof means we can see the full picture, share data between platforms, and allocate your budget where it delivers the best results. You do not need two separate agencies pulling in different directions.

Not sure where to spend your advertising budget?

Our team manages Amazon PPC and Google Ads under one roof. We will review your current setup and recommend

the right strategy for your business. Book a free advertising review or call us on 01530 560177 .

Author

Abhilav Vishwakarma, Amazon Marketplace Leader , Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He works alongside the wider PPC team to coordinate advertising strategy across Amazon and Google for e-commerce clients.

List of Common Amazon Seller Mistakes

Thu, 17 Mar 2022 04:51:00 GMT

Updated: March 2026

With over 9.7 million active sellers on Amazon worldwide ( Oberlo, 2025 ), the competition for visibility is fierce. In that environment, even small mistakes can cost you sales, rankings, and ad budget. At Kangaroo UK, we audit Amazon seller accounts every day, and we see the same mistakes repeatedly, from new sellers making their first listing to established brands managing hundreds of products. Here are the most common ones and how to fix them.

Are You Running Ads Before Your Listings Are Ready?

This is the most expensive mistake we see. Sellers launch Amazon PPC campaigns before their listings are optimised. The traffic arrives, the listing doesn’t convert, and the ad budget disappears with little to show for it.

The fix: Make sure every listing is retail-ready before you increase ad spend. That means an optimised title, high-quality images, keyword-rich bullet points, A+ Content, sufficient reviews, and competitive pricing. If the listing doesn’t convert organic traffic, it won’t convert paid traffic either.

Are You Ignoring Negative Keywords in PPC?

In the accounts we audit, the single biggest waste of Amazon ad spend is a lack of negative keywords. Without them, your ads show for irrelevant searches and you pay for clicks that will never convert. We regularly find accounts where 20–30% of ad spend is going to search terms that have nothing to do with the product.

The fix: Review your search term reports weekly. Any term that’s costing you clicks but not generating sales should be added as a negative keyword immediately. This is basic PPC hygiene, but it’s the most commonly neglected task we see.

Are Your Product Images Costing You Sales?

Poor product images are a silent conversion killer. Blurry photos, cluttered backgrounds, missing lifestyle shots, or using only one or two images when Amazon allows nine — all of these reduce the shopper’s confidence in your product and send them to a competitor with better visuals.

The fix: Use at least 6 images per listing. Your main image must be on a white background (Amazon’s requirement). Include lifestyle shots showing the product in use, infographics highlighting key features and dimensions, and a scale reference image. If you’re Brand Registry enrolled, add video too - it consistently outperforms static images for engagement.

Are You Targeting the Wrong Keywords?

Many sellers either target keywords that are too broad and competitive, or they optimise their listing once and never update it. Amazon’s search landscape changes constantly — new competitors enter, shopper language evolves, and seasonal trends shift what people are searching for.

The fix: Treat keyword research as an ongoing process, not a one-off task. Review your search term reports from PPC monthly, use tools like Helium 10 or Amazon Brand Analytics to identify new opportunities, and update your listings and backend search terms at least quarterly.

Are You Letting Stock Run Out?

Running out of stock is one of the most damaging things that can happen to an Amazon listing. When stock hits zero, your ads stop running, your organic ranking drops immediately, and the sales velocity you’ve built up vanishes. Recovering from an out-of-stock event can take weeks, sometimes longer if a competitor fills the gap.

The fix: Monitor your FBA inventory levels weekly and set reorder points based on your average daily sales rate plus a buffer. For deal events like Prime Day, have at least 4–6 weeks of stock in FBA warehouses with replenishment already in transit. Use Amazon’s inventory planning tools in Seller Central to forecast demand.

Are You Ignoring Customer Reviews?

Reviews are one of the strongest trust signals on Amazon, and ignoring them, positive or negative, is a costly mistake. According to eDesk, ignoring negative reviews can reduce conversion rates by up to 70% . Shoppers read reviews carefully, and how you handle feedback often matters as much as the feedback itself.

The fix: Monitor reviews daily. Use Amazon’s Request a Review button to encourage more reviews from satisfied customers. For negative reviews, read them carefully; they often contain genuine product feedback you can act on. If a review violates Amazon’s guidelines (profanity, personal information, or not about the product), you can request removal through Seller Central.

Are You Setting and Forgetting Your Campaigns?

Amazon PPC is not a set-it-and-forget-it channel. Bids, budgets, keywords, and targeting all need regular attention. We frequently audit accounts where campaigns haven’t been touched in months, budgets running out by midday, underperforming keywords still active, and profitable terms not being scaled.

The fix: Review campaign performance at least weekly. Adjust bids based on ACOS targets, pause underperforming keywords, add new converting terms from your search term reports, and reallocate budget from weak campaigns to strong ones. Daily monitoring is ideal during deal events and peak seasons.

Are You Overlooking Backend Search Terms?

Amazon gives you 250 characters of backend search terms, keywords that are invisible to shoppers but indexed by Amazon’s algorithm. Many sellers either leave this field blank, fill it with duplicates of their title keywords, or stuff it with irrelevant terms.

The fix: Use all 250 characters for terms that don’t fit naturally in your visible listing. Include common misspellings, alternative product names, related use cases, and any relevant terms you couldn’t work into your title or bullets. Don’t repeat keywords already in your listing, Amazon only needs to see a keyword once to index it.

How Do You Know If You’re Making These Mistakes?

The honest answer is that most sellers don’t know until someone else looks at their account with fresh eyes. It’s the same as proofreading your own writing; you’re too close to spot the errors.

That’s exactly what our free Amazon account review does. Our team will look at your listings, your PPC campaigns, your keyword strategy, and your account health, then tell you exactly what’s costing you money and how to fix it. There’s no obligation and no sales pitch — just a clear, honest assessment of where you stand.

If you want ongoing support, our Amazon account management service covers all of this as standard. We monitor, optimise, and manage your account daily so these mistakes don’t happen in the first place.

Think your Amazon account might have some of these issues?

Our Amazon team will audit your account and tell you what’s costing you money.

Book a free Amazon account review or call us on 01530 560177 .

Author

Abhilav Vishwakarma, Amazon Marketplace Leader - Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He conducts account audits daily, identifying and fixing the issues that hold sellers back from reaching their potential on Amazon.

Amazon Keyword Research: A Step-by-Step Guide for Sellers

Sat, 05 Mar 2022 21:13:00 GMT

Amazon keyword research is the process of finding the search terms shoppers use when looking for products like yours. Getting this right determines whether your listings appear when customers search, or get buried behind competitors. This guide walks through the step-by-step process we use at Kangaroo UK for every client account — from generating seed keywords through to placing them in your listings and backend search terms.

Why Does Keyword Research Matter on Amazon?

Amazon’s search algorithm decides which products appear when a shopper types a query into the search bar. Unlike Google, where people search for information, almost every Amazon search has buying intent — the shopper is looking for a product to purchase. If your listing doesn’t contain the keywords they’re searching for, your product won’t appear. It’s that straightforward.

Keywords affect two things: visibility and relevance. Visibility means your product shows up in search results. Relevance means it shows up for the right searches — the ones where the shopper is actually looking for what you sell. Good keyword research gets you both.

What Are Seed Keywords and How Do I Find Them?

Seed keywords are the starting point. They’re the broad terms that describe your product in the simplest way. If you sell a stainless steel water bottle, your seed keywords might be "water bottle", "stainless steel bottle", "reusable water bottle", and "metal drinks bottle".

Start by listing every term you’d use to describe your product in plain language. Think about what it is, what it’s made of, who it’s for, and what problem it solves. Don’t overthink it at this stage — you’re building a foundation to expand from.

A practical tip from our team: type your seed keywords into the Amazon search bar and look at the autocomplete suggestions. These are real search terms that Amazon shoppers are actively using. Run through each seed keyword and note down every relevant suggestion. This is free, takes ten minutes, and gives you genuine customer language.

How Do I Research What My Competitors Are Ranking For?

One of the most effective ways to find keywords is to look at what’s already working for your competitors. This is called reverse-ASIN research — you take a competitor’s product ASIN and use a tool to see which keywords they rank for and which ones are driving their sales.

According to Canopy Management’s guide to Amazon keyword research, reverse-ASIN research using competitor ASINs is one of the most effective methods for discovering keywords driving sales in your category. The logic is simple: if a competitor is ranking well for a keyword and selling similar products, that keyword is likely relevant to your product too.

Tools we use for this at Kangaroo UK:

Helium 10 Cerebro - enter a competitor’s ASIN and see their full keyword profile, including search volume, ranking position, and estimated sales per keyword
Amazon Brand Analytics - available to Brand Registry sellers, this shows the top search terms on Amazon with click share and conversion data. It’s Amazon’s own data, so it’s the most reliable source available
Amazon Search Query Performance - another Brand Registry tool that shows how your products perform for specific search terms, including impressions, clicks, and purchases
Amazon autocomplete - free and immediate. Type your seed keyword into the Amazon search bar and note the suggestions

We typically analyse the top 5-10 competing products in a client’s category. The overlap between what multiple competitors rank for tells you which keywords are essential for the category, while the gaps show you opportunities they’re missing.

How Do I Choose Which Keywords to Target?

After research, you’ll have a long list of potential keywords. Not all of them are worth targeting. You need to filter based on three criteria:

Relevance. Does the keyword accurately describe your product? If someone searches this term, would your product be what they’re looking for? Irrelevant keywords might get you impressions, but they won’t convert — and low conversion rates hurt your organic ranking.

Search volume. How many shoppers are searching for this term each month? Higher volume means more potential traffic, but also more competition. A balance of decent volume with manageable competition is the sweet spot.

Competition. How many established products are already ranking for this keyword? If the top 10 results are all products with thousands of reviews and strong sales history, it’ll be harder to break through. Long-tail keywords (more specific, 3+ word phrases) often have lower competition and higher conversion rates because the shopper knows exactly what they want.

Amazon’s own guidance recommends that long-tail keywords should be at the forefront of your strategy, particularly for sellers competing against established brands (Amazon Sell, "Improve Product Visibility Through Effective Keyword Research", 2024). A term like "insulated stainless steel water bottle 1 litre" will convert better than just "water bottle" because the intent is more specific.

Where Should I Put My Keywords in a Listing?

Where you place keywords matters. Amazon’s algorithm gives different weight to different parts of your listing. Here’s the priority order:

Product title. This carries the most weight. Your primary keyword should appear naturally in the title. Don’t stuff it with keywords, it needs to read well for shoppers too. A good title is clear, descriptive, and includes your main keyword within the first 80 characters.

Bullet points. These are your second most important keyword location. Use them to highlight features and benefits while naturally incorporating secondary keywords. Each bullet should serve the shopper first and the algorithm second.

Product description and A+ Content. More space for additional keywords. Use this to cover long-tail variations and related terms that didn’t fit in the title or bullets. If you have Brand Registry, your Amazon Brand Story and A+ Content provide additional real estate for keyword-rich content.

Backend search terms. These are invisible to shoppers but indexed by Amazon. You get 250 characters to add keywords that don’t appear in your visible listing. Use this space for common misspellings, alternative names, and related terms you couldn’t fit elsewhere. Don’t repeat keywords already in your title or bullets; Amazon only needs to see a keyword once to index it

How Often Should I Update My Keywords?

Keyword research isn’t a one-off task. Shopper behaviour changes, new competitors enter the market, and Amazon’s own search trends shift seasonally. We review keywords for our managed accounts at least quarterly, and more frequently for products in fast-moving categories.

The data from your Amazon PPC campaigns is one of the best sources for ongoing keyword discovery. Your search term reports show exactly what shoppers are typing before clicking your ad. If a new term is driving conversions, add it to your listing. If a term is getting clicks but no sales, it might need to be added as a negative keyword in PPC or reconsidered in your listing.

Seasonal keywords are worth planning for in advance. If your product sells well at Christmas, add gift-related keywords to your listing and backend terms in October, not December. The same applies to Prime Day, Back to School, and other seasonal moments.

What Are the Most Common Keyword Research Mistakes?

In the accounts we audit at Kangaroo UK, we see the same keyword mistakes repeatedly:

Targeting too-broad keywords. Competing for "water bottle" against thousands of products with massive review counts is a losing battle for most sellers. Long-tail keywords convert better and are easier to rank for.
Keyword stuffing the title. Cramming every keyword into your title makes it unreadable for shoppers. A confusing title reduces click-through rates, which hurts your ranking. Write for humans first, algorithm second.
Ignoring backend search terms. Many sellers leave this field blank or fill it with duplicates of their title keywords. It’s 250 characters of free indexing space — use it for terms that don’t fit naturally in your visible listing.
Never updating keywords. A listing optimised once in 2023 won’t perform the same in 2026. Search trends change, new terms emerge, and competitors adapt. Treat keyword optimisation as an ongoing process, not a one-time task.
Not checking if keywords are actually indexed. Just because you’ve added a keyword doesn’t mean Amazon has indexed it. Search for your ASIN plus the keyword on Amazon to confirm your product appears. If it doesn’t, the keyword may not be indexed and needs attention.

Can Kangaroo UK Do This for Me?

Yes. Keyword research is a core part of our Amazon account management service. We don’t treat it as a standalone task, it feeds directly into listing optimisation, PPC campaign structure, and ongoing performance tracking.

Our process starts with a full keyword audit of your existing listings, identifying gaps and opportunities. We then build a keyword strategy for each product, covering your title, bullets, description, backend terms, and PPC targets. Every listing we optimise is built to be retail-ready before we drive any paid traffic to it.

Want us to find the right keywords for your products?

Our Amazon team runs full keyword audits and builds optimised listings for brands across the UK.

Book a free Amazon account review or call us on 01530 560177 .

Author

Abhilav Vishwakarma, Amazon Marketplace Leader - Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He specialises in keyword strategy, listing optimisation, and Amazon PPC. Abhilav and the team conduct keyword research and listing audits for every managed client as part of their ongoing account management.

Which Amazon Ad Type Is Right for My Product?

Sat, 05 Mar 2022 20:50:00 GMT

Updated: March 2026

Which Amazon Ad Type Is Right for My Product?

Amazon offers three main advertising formats: Sponsored Products, Sponsored Brands, and Sponsored Display. Each serves a different purpose, targets shoppers at a different stage of the buying journey, and suits different budgets and goals. The right choice depends on what you’re trying to achieve — whether that’s driving immediate sales, building brand awareness, or retargeting shoppers who didn’t buy. This guide helps you decide where to start and when to add each ad type.

What Are the Three Amazon Ad Types?

Before deciding which to use, here’s a quick overview of what each one does:

Sponsored Products promote individual product listings within Amazon search results and on product detail pages. They’re keyword-targeted and designed to drive direct sales. According to AMZDUDES, Sponsored Products remain the highest-performing format for direct sales and ranking improvements on Amazon.

Sponsored Brands display your brand logo, a custom headline, and up to three products at the top of search results. They’re designed for brand awareness and are only available to sellers enrolled in Amazon Brand Registry. Video ads are also available within this format.

Sponsored Display targets shoppers based on browsing behaviour, both on and off Amazon. These ads appear on product pages, competitor listings, and third-party websites. They’re useful for retargeting and competitor conquesting.

How Do They Compare?

This comparison covers the key differences to help you decide which ad type fits your situation:

Which Ad Type Should I Start With?

If you’re new to Amazon advertising or working with a limited budget, start with Sponsored Products. They’re the most straightforward to set up, they target shoppers who are actively searching for products like yours, and they typically deliver the most efficient return on ad spend. Industry data suggests Amazon advertisers typically see a ROAS of 3:1 to 4:1 with well-optimised campaigns (AdNabu, Amazon PPC Advertising Guide, 2025).

Sponsored Products also give you valuable data. By running automatic campaigns first, you can see exactly which search terms shoppers are using to find products in your category. That data then informs your manual campaigns, your listing optimisation, and your wider keyword strategy.

For a full walkthrough on setting up and structuring your campaigns, see our Amazon PPC guide .

When Should I Add Sponsored Brands?

Add Sponsored Brands once you have a few products performing well and you want to build brand recognition. They’re particularly valuable if you sell multiple products in the same category, because they let you showcase your brand logo alongside up to three products in a single ad at the top of search results.

Sponsored Brands also give you access to video ads, which tend to achieve higher click-through rates than static formats. A short product demonstration or lifestyle video can be a powerful way to differentiate your brand from competitors in a crowded category.

You’ll need to be enrolled in Amazon Brand Registry to run Sponsored Brands. If you’re registered, make sure you also have your Amazon Brand Story set up, as this works alongside Sponsored Brands to strengthen your brand presence across all your listings.

When Does Sponsored Display Make Sense?

Sponsored Display is most useful in two scenarios:

Retargeting: A shopper viewed your product but didn’t buy. Sponsored Display can show your product to that shopper again as they browse other pages on Amazon or visit other websites. This is particularly effective for higher-priced products where buyers tend to research before committing.

Competitor conquesting: You can target shoppers who are viewing competitor product pages and show them your product as an alternative. This works well if your product has a clear advantage on price, reviews, or features.

Sponsored Display isn’t typically where you’d start. It performs best as a complementary layer once you have Sponsored Products driving your core sales and you want to extend your reach to shoppers you’re currently missing.

Can I Run All Three Ad Types at Once?

Yes, and most successful Amazon advertisers do. Each ad type serves a different stage of the customer journey:

Sponsored Products captures shoppers who are actively searching and ready to buy (bottom of funnel)
Sponsored Brands builds awareness and introduces your range to shoppers who may not know your brand yet (middle of funnel)
Sponsored Display re-engages shoppers who showed interest but didn’t convert, and targets competitor audiences (top and middle of funnel)

The key is not to spread your budget too thin. If you’re working with a modest budget, focus the majority on Sponsored Products where the return is most direct, then allocate a smaller portion to Sponsored Brands and Display once your core campaigns are profitable.

How Much Should I Budget for Each?

There’s no fixed rule, but a sensible starting split for a seller running all three ad types would be roughly 60% on Sponsored Products, 25% on Sponsored Brands, and 15% on Sponsored Display. Adjust based on what the data tells you — if Sponsored Brands are delivering strong returns, shift more budget there.

For a more detailed breakdown of budgets, ACOS targets, and what metrics to track, see our guide on ACOS and what it should be .

Not Sure Where to Start? We Can Help.

At Kangaroo UK, we audit Amazon ad accounts every day. The most common problem we see is sellers running the wrong ad type for their situation — often spending on Sponsored Brands before their listings are ready, or ignoring Sponsored Display when retargeting would recapture lost sales.

Our Amazon marketing services team builds a tailored ad strategy based on your products, your margins, and your goals. We don’t apply a one-size-fits-all approach because what works for a £15 kitchen gadget is completely different from what works for a £200 electronics product.

Want a tailored Amazon ad strategy?

Our Amazon PPC specialists will review your account and recommend the right ad mix for your products and budget.

Book a free Amazon PPC review or call us on 01530 560177 .

Author

Abhilav Vishwakarma, Amazon Marketplace Leader - Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He specialises in Amazon PPC strategy, campaign structure, and ad-type selection tailored to each client’s product range and commercial goals.

Amazon Organic Ranking: What to Track

Sat, 05 Mar 2022 20:17:00 GMT

Organic ranking on Amazon determines where your product appears in search results when no advertising is involved. According to ZonHack, 70% of Amazon customers do not look beyond page one, so if your product is not ranking organically for your key search terms, most shoppers will never see it. This guide covers the metrics that influence organic ranking, how to track them, and what you can do to improve them.

How Does Amazon Decide Organic Rankings?

Amazon's search algorithm ranks products based on how likely they are to result in a sale. Unlike Google, which prioritises information relevance, Amazon's algorithm is entirely focused on purchase probability. Three core factors drive this:

Relevance: Does your listing contain the keywords the shopper searched for? If the terms are not in your title, bullets, description, or backend search terms, Amazon cannot match your product to the query.

Performance: How well does your listing convert when shoppers do find it? Products with higher click-through rates and conversion rates get rewarded with better organic positions because Amazon earns more when those products are shown.

Availability: Is your product in stock and ready to ship? Amazon will not rank a product highly if it cannot fulfil the order. Stock-outs cause immediate drops in organic ranking that can take weeks to recover from.

These three factors create what is known as the Amazon flywheel effect: sales drive reviews, reviews build credibility and improve conversion rates, better conversion rates lead to higher rankings, and higher rankings drive more sales. The cycle builds momentum over time, which is why consistent, ongoing optimisation matters more than one-off fixes.

What Organic Metrics Should I Be Tracking?

To understand how your products are performing organically, you need to monitor the following metrics regularly:

Where Am I Ranking for My Target Keywords?

Keyword ranking position is the most direct measure of your organic visibility. It tells you where your product appears on Amazon's search results page for a specific search term. If you are on page one for your highest-volume keywords, you are in a strong position. If you are on page three or beyond, most shoppers will never find you.

How to track it: Amazon does not show you your organic ranking directly in Seller Central. You need either a third-party tool like Helium 10 Keyword Tracker, DataDive Rank Radar, or SellerApp, or you can manually search for your target keywords in an incognito browser window and note where your product appears. Tools are more reliable because rankings fluctuate throughout the day.

The keywords you track should come from your keyword research , focusing on the terms with the highest search volume and strongest relevance to your product.

What Is My Organic Sales Velocity?

Sales velocity is the speed at which your product sells over a given period. It is one of the strongest signals Amazon's algorithm uses to determine ranking. Products that sell consistently and at increasing rates get pushed higher in search results because Amazon wants to show shoppers products they are likely to buy.

How to track it: Monitor your daily and weekly unit sales in Seller Central under Business Reports. Look at the trend, not just the absolute numbers. A steady upward trend in organic sales (not driven by PPC) indicates that your listing is gaining organic momentum.

A sudden drop in sales velocity, whether from a stock-out, a price increase, or a listing suppression, can cause your organic ranking to fall quickly. Recovering that momentum often takes longer than losing it.

What Is My Organic Conversion Rate?

Conversion rate measures how many visitors to your listing end up making a purchase. A high conversion rate tells Amazon that shoppers find your product relevant and appealing, which strengthens your organic position.

How to track it: In Seller Central, go to Business Reports and look at the "Unit Session Percentage" for each ASIN. This is your conversion rate. Compare it against the category average, which typically sits between 2-5% for most product types.

If your conversion rate is below your category average, the issue is usually your listing quality rather than your traffic. Poor images, weak bullet points, insufficient reviews, or uncompetitive pricing are the most common causes. Our retail-ready checklist covers all the factors that affect conversion.

What Is My Best Seller Rank?

Best Seller Rank (BSR) shows how well your product is selling relative to other products in the same category. A lower BSR number means higher sales. BSR updates hourly based on recent sales data, so it fluctuates frequently.

How to track it: BSR is shown on every product detail page on Amazon. You can also track it over time using third-party tools. Focus on the trend rather than the daily number, a consistently falling BSR means your sales are growing relative to your category.

BSR is useful as a relative indicator, but it should not be your primary metric. A product can have a strong BSR but still be underperforming on specific keywords. Keyword ranking and sales velocity give you more actionable data.

How Do PPC and Organic Ranking Work Together?

One of the most important things to understand is that PPC and organic ranking are not separate strategies. They reinforce each other. When you run PPC campaigns and generate sales, those sales contribute to your overall sales velocity, which improves your organic ranking. As your organic ranking improves, you get more free traffic, which means your TACoS (Total Advertising Cost of Sale) comes down over time. You can read more about this in our guide on Amazon PPC metrics .

The goal is to use PPC to kickstart the flywheel, then let organic momentum reduce your reliance on paid traffic over time. That is the approach we take for every managed account at Kangaroo UK.

How Often Should I Review Organic Metrics?

We review organic metrics for our managed accounts weekly as a minimum, with daily checks on sales velocity and BSR for products in active growth phases. Keyword ranking should be tracked weekly, as daily fluctuations can be misleading. The important thing is the trend over weeks and months, not the day-to-day movement.

Quarterly, we do a deeper review: checking whether the keywords we are tracking are still the right ones, looking for new opportunities based on search term data from PPC, and assessing whether any listings need content refreshes to maintain their ranking position.

Want Help Improving Your Organic Rankings?

Our Amazon account management service includes ongoing organic ranking tracking, keyword optimisation, listing quality improvements, and a strategy that ties PPC investment to organic growth. We don't treat paid and organic as separate workstreams, they are part of the same plan.

Want to know where your products rank on Amazon?

Our Amazon team will audit your organic rankings and show you where the opportunities are. Book a free Amazon account review or call us on 01530 560177 .

Amazon PPC Metrics: What to Track and Why

Fri, 04 Mar 2022 16:32:00 GMT

Updated: March 2026

If you are running Amazon PPC campaigns, you need to know whether they are making you money or costing you money. The answer sits in your metrics. The problem is that Amazon gives you a lot of data, and it is not always obvious which numbers actually matter. This guide covers the key PPC metrics every seller should track, what good looks like for each one, and where to find them in Seller Central

What Are the Most Important Amazon PPC Metrics?

There are dozens of data points available in Amazon's advertising reports, but you don't need to track all of them. The metrics below are the ones that tell you whether your campaigns are healthy, and they are the ones we review daily for our managed clients at Kangaroo UK.

What is ACOS and What Should Mine Be?

ACOS stands for Advertising Cost of Sale. It is the percentage of your ad-attributed revenue that you spent on advertising. If you spent £10 on ads and generated £50 in sales, your ACOS is 20%.

What good looks like: Your target ACOS depends on your product margins. If your profit margin before ad spend is 30%, then any ACOS below 30% means you are making money on every ad-driven sale. Industry averages typically sit between 20-36% depending on the category, but the right target is specific to your product's economics.

Where to find it: Campaign Manager in Seller Central. It is shown at campaign, ad group, and keyword level.

What is ROAS and How Does it Relate to ACOS?

ROAS stands for Return on Ad Spend. It is the inverse of ACOS and tells you how much revenue you earned for every pound spent on advertising. A 25% ACOS equals a 4:1 ROAS, meaning you earned £4 for every £1 spent.

What good looks like: According to ZonGuru, a good ROAS is generally 3:1 or above. At Kangaroo UK, we set individual ROAS targets for each product based on its margins rather than relying on generic benchmarks.

Some sellers prefer tracking ACOS, others prefer ROAS. They tell you the same thing from different angles. We track both and use whichever is more intuitive for the client.

What is TACoS and Why Does it Matter?

TACoS stands for Total Advertising Cost of Sale. Unlike ACOS, which only looks at ad spend versus ad-attributed sales, TACoS looks at ad spend versus your total sales, including organic. This makes it a much better indicator of your overall business health.

What good looks like: A TACoS between 10-15% generally indicates a healthy balance between PPC-driven and organic sales ( AiHello , 2025). Below 6% suggests you may be too reliant on organic traffic and underinvesting in advertising. Above 15% suggests your ads are doing most of the heavy lifting and your organic ranking may need attention.

The real power of TACoS is in the trend. If your TACoS is falling over time while sales are growing, it means your organic sales are increasing as a result of the PPC investment. That is the flywheel working.

Where to find it: Amazon does not report TACoS directly. You need to calculate it by dividing your total ad spend by your total revenue. Most third-party tools like Helium 10 and Perpetua calculate this automatically.

What is CPC and How Do I Control It?

CPC stands for Cost Per Click, the average amount you pay each time someone clicks on your ad. Your CPC is determined by how competitive your target keywords are and what other sellers are bidding.

What good looks like: CPC varies hugely by category. Competitive niches like supplements or electronics can see CPCs above £1, while less competitive categories might be £0.20-£0.50. The important thing is not the absolute CPC, but whether the clicks are converting into sales at a profitable rate.

You control CPC through your bid strategy and keyword research . Targeting more specific long-tail keywords typically results in lower CPCs and higher conversion rates than broad, generic terms.

What is CTR and What Does it Tell Me?

CTR stands for Click-Through Rate, the percentage of people who saw your ad and clicked on it. It is calculated by dividing clicks by impressions.

What good looks like: A CTR above 0.3% is generally considered acceptable for Sponsored Products. Above 0.5% is strong. A low CTR usually means either your product image is not compelling enough, your title is unclear, or your ad is showing for irrelevant search terms.

If your CTR is low but your impressions are high, check your search term report. You may be paying for impressions on keywords that do not match your product. Adding negative keywords and ensuring your listing is retail-ready with strong images and a clear title are the two fastest ways to improve CTR.

What Is Conversion Rate and Why is it Critical?

Conversion rate is the percentage of ad clicks that result in a sale. If 100 people click your ad and 10 buy, your conversion rate is 10%.

What good looks like: According to ZonGuru, a typical Amazon conversion rate is 2-5% across most categories. Above 10% is excellent. A low conversion rate paired with decent traffic means your listing is not persuading shoppers to buy. This is usually a listing quality issue, not an advertising issue.

Conversion rate is arguably the most important metric because it affects everything else. A higher conversion rate means a lower ACOS, better organic ranking, and more efficient use of your ad budget. That is why we always fix listing quality before scaling ad spend.

How Often Should I Review These Metrics?

At Kangaroo UK, we review PPC metrics daily for our managed accounts. For sellers managing their own campaigns, weekly reviews are the minimum. During deal events like Prime Day, daily or even hourly monitoring is essential to prevent budgets from running out during peak traffic. For a full guide on campaign structure and management, see our Amazon PPC guide .

The key is not just looking at the numbers, but understanding what they are telling you. A rising ACOS does not always mean your campaigns are failing. It could mean you are launching a new product and investing in visibility, or that a competitor has increased bids and you need to respond. Context matters as much as the number itself.

Want Help Making Sense of Your Amazon PPC Data?

If you are spending money on Amazon ads but are not sure whether the results justify the investment, our Amazon marketing services team can help. We will review your campaigns, identify what is working and what is wasting budget, and build a strategy that ties your ad spend to measurable business outcomes.

Not sure if your Amazon ads are profitable?

Our Amazon PPC specialists will review your metrics and tell you exactly where your budget is going.

Book a free Amazon PPC review or call us on 01530 560177 .

Author

Abhilav Vishwakarma, Amazon Marketplace Leader , Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He reviews PPC performance metrics daily for every managed client, identifying opportunities to improve ACOS, ROAS, and overall campaign profitability.

What Is Amazon Retail Readiness? A Checklist for Sellers

Wed, 16 Feb 2022 14:08:00 GMT

Updated: March 2026

A retail-ready Amazon listing has everything it needs to convert a click into a sale, optimised title, high-quality images, keyword-rich bullet points, A+ Content, sufficient reviews, competitive pricing, and stock availability. If your listing isn’t retail-ready, driving traffic to it through advertising is wasting money. This guide explains what retail readiness means, why it matters, and gives you a practical checklist to assess your own listings.

Why Does Retail Readiness Matter?

The most common mistake we see at Kangaroo UK is sellers spending money on Amazon PPC before their listings are ready to convert. It’s like paying for footfall to a shop where the shelves are half-empty and the products have no labels. The traffic arrives, looks around, and leaves without buying.

According to Feedvisor, retail readiness drives conversions, improves relevancy for both organic and paid rankings, and increases the probability of securing premium ad placements. In practical terms, this means a retail-ready listing doesn’t just convert better, it also ranks higher and costs less to advertise because Amazon’s algorithm rewards listings that shoppers engage with.

The relationship works like a flywheel: a retail-ready listing converts more of the traffic it receives, which improves its sales velocity, which pushes it higher in organic rankings, which brings more traffic, which generates more sales. Without retail readiness, the flywheel never starts.

What Makes a Listing Retail-Ready?

At Kangaroo UK, we assess every client listing against the following criteria before we increase any ad spend. If a listing doesn’t meet these standards, we fix it first. Here’s the checklist:

Is Your Product Title Optimised?

Your title is the first thing shoppers see in search results and it carries the most weight in Amazon’s search algorithm. A good title is clear, descriptive, and includes your primary keyword naturally within the first 80 characters. Amazon allows up to 200 characters depending on the category, but the recommended length is typically 60–80 characters.

Your title should include your brand name, product name, key features (size, colour, material, quantity), and your primary keyword . Avoid keyword stuffing, if the title doesn’t read naturally to a human, it’s overdone.

Do You Have Enough High-Quality Images?

Amazon allows up to 9 images per listing. We recommend using at least 6, including a clean white-background main image (Amazon’s requirement for the primary slot), lifestyle shots showing the product in use, infographics highlighting key features and dimensions, and a size or scale reference image.

Images are one of the most influential conversion factors on Amazon. Shoppers can’t hold your product, so your photography needs to do that job. Poor images, blurry, low-resolution, or generic, immediately undermine trust and reduce conversion rates.

Are Your Bullet Points Keyword-Rich and Benefit-Focused?

Amazon gives you five bullet points to highlight your product’s key features and benefits. Each bullet should lead with a benefit (what it does for the customer), followed by the supporting feature (how it does it). Include secondary keywords naturally throughout, but write for the shopper first — bullet points that read like a keyword list put people off.

Keep each bullet to around 150–250 characters. Longer bullets are allowed but tend to get skimmed. Front-load the most important information.

Do You Have A+ Content and Brand Story?

A+ Content (previously Enhanced Brand Content) replaces the basic product description with rich images, comparison charts, and formatted text. It’s available to sellers enrolled in Amazon Brand Registry and consistently improves conversion rates. Amazon’s own data suggests A+ Content can increase sales by up to 20%.

Your Amazon Brand Story adds a scrollable carousel section to every listing, showcasing your brand values and linking to other products in your range. Having both A+ Content and Brand Story in place also unlocks access to Premium A+ features, which include video modules and interactive comparison charts.

Do You Have Enough Reviews?

Reviews are one of the strongest trust signals on Amazon. According to Blue Wheel’s retail readiness guide, Amazon recommends at least 15 customer reviews and a star rating of 3.5 or above before a listing is considered retail-ready for advertising.

If your product has fewer than 15 reviews or a rating below 3.5 stars, running heavy ad spend is risky. Shoppers compare your listing against competitors, and a product with 3 reviews sitting next to one with 300 reviews will lose that comparison almost every time. Focus on building reviews through Amazon’s own tools — the Request a Review button, Amazon Vine (for new products), and consistently delivering a quality product and customer experience.

Is Your Pricing Competitive?

Check your price against the top 5–10 competitors in your category. You don’t have to be the cheapest, but your price needs to make sense relative to the value you’re offering. If your product is significantly more expensive than similar items with better reviews, shoppers will choose the competitor.

Also watch for add-on item restrictions. Products priced under £10 on Amazon UK may be classified as add-on items, meaning they can only be purchased as part of a larger order. This limits your ability to convert individual shoppers, which makes advertising those products less efficient.

Do You Have Stock Availability?

Running out of stock during an advertising campaign is one of the most costly mistakes a seller can make. When stock hits zero, your ads stop running, your organic ranking drops, and the sales velocity you’ve built up disappears. Recovering from an out-of-stock event can take weeks.

Before increasing ad spend, confirm your FBA inventory levels are sufficient to cover the expected demand, plus a buffer. For deal events like Prime Day, we typically recommend having at least 4–6 weeks of stock in FBA warehouses, with replenishment shipments already in transit.

Do You Own the Buy Box?

If you’re not winning the Buy Box, your Sponsored Products ads won’t run. It’s that simple. Buy Box ownership depends on pricing, fulfilment method (FBA sellers generally have an advantage), account health, and stock availability. If you’re the only seller on your listing (which is common for private label brands), this is less of a concern. But if you have competing sellers on the same ASIN, check your Buy Box percentage in Seller Central before committing ad budget.

How Can Kangaroo UK Help?

Retail readiness is the foundation of everything we do. Before we run any Amazon PPC campaigns or launch any marketing push for a client, we audit every listing against this checklist and fix what needs fixing. It’s not glamorous work, but it’s the work that makes everything else perform.

Our Amazon account management service covers the full retail readiness process: title and bullet point optimisation, image strategy, A+ Content creation, Brand Story setup, review growth strategy, pricing analysis, and stock planning. We get your listings converting before we drive traffic to them.

Not sure if your listings are retail-ready?

Our Amazon team will audit your listings and tell you exactly what needs fixing.

Book a free Amazon account review or call us on 01530 560177 .

Author

Abhilav Vishwakarma, Amazon Marketplace Leader — Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He specialises in listing optimisation, retail readiness audits, and Amazon PPC. Every listing Kangaroo manages goes through a retail readiness assessment before any advertising spend is increased.

How Local SEO Can Help You Attract More Customers

Wed, 16 Feb 2022 13:57:00 GMT

How Local SEO Can Help You Attract More Customers

Search engine optimisation is one of the most important aspects of a successful business. And if you want to reach customers in your local area, you need to focus on local SEO . This approach focuses on optimising your website and its content for specific geographic areas, which can help you attract more relevant traffic. Local SEO is one of the most important aspects of any business’s online marketing strategy.

Local SEO provides a better user experience and higher conversion rates. Businesses can increase their local reviews with this strategy to reach a wider audience and enhance their business. The most important thing is for you to understand how to utilise local SEO effectively and attract more customers.

How local SEO helps attract more customers

Optimise your site

Website visitors play a crucial role in business development. To ensure your business is on the right track, it is essential to have a strong website. Local SEO experts will optimise and backlink with key phrases that are relevant for customers to find you online when they search for your product or service.

By optimising your website and local listings for key search terms, you can reach more people in your area who are looking for the products or services you offer. And with a majority of online experiences beginning with a search engine, it is crucial to ensure your business is visible to potential customers.

Targeting your audience

The more specific you can be with what people want, the better chance that these targeted prospects will convert into customers. By targeting customers in your area, you can ensure that your ads and website content are seen by people who are most likely to be interested in what you have to offer. By optimising your website and targeting customers locally, you can boost your business's bottom line.

Having a mobile-friendly

Mobile is quickly becoming the most popular browsing device, and search engines are now ranking websites based on their mobile-friendliness. If your business isn't optimised for this new way of searching online, then you could be missing out on a beautiful chance to get more customers.

Local SEO can help you attract more of these mobile users by optimising your website for local search results. By targeting specific geographic areas, you can ensure that your website is seen by the right people at the right time. And since most people rely on their smartphones for local searches, optimising for local SEO is a great way to reach more potential customers.

Content sharing

Search engines love great content just as much as customers do. Having creative and original content helps to improve your ranking on SERPs (search engine result pages).

By sharing original content on your website and other online platforms, you can optimise your website for local search and rank higher than your competitors. By providing valuable information to your customers, you can encourage them to visit your business and become loyal customers.

Improve your online presence and reputation.

It is no secret that online reviews play a huge role in the success of local businesses. Online reviews are one of the best ways to establish your credibility as a business. Customers trust online reviews a great deal, and the type of reviews can significantly impact whether they want to associate with a business. This means that if you are not actively managing your online reputation, you are missing out on potential customers. If potential customers see positive reviews about your business, they are more likely to trust you and consider doing business with you.

Local SEO helps bring more customers by ranking higher in Google searches within a certain radius. If your business is based in the UK and is looking for a company that can help your business grow, it is time to contact Kangaroo UK . We will work with you to develop a strategy that attracts customers from your local area and encourages them to visit your business, ultimately leading to increased sales.

With our expertise, we can help drive traffic through search engine optimisation by targeting keywords specific to your industry or geographical location. Contact us today to discover how our professional services can enhance your online presence quickly and effectively.

A Complete Guide To PPC Marketing

Fri, 11 Feb 2022 16:57:00 GMT

A Complete Guide To PPC Marketing

If you're looking for a cost-effective way to reach a large number of potential customers, PPC advertising may be the perfect solution for you. PPC, or pay-per-click advertising, is a type of online advertising that enables businesses to target users who have previously visited their website.

This type of marketing can be an effective way to get your business in front of potential customers, as long as you target the right audience and create compelling ads. Through PPC, businesses can place ads on websites and within search engine results pages.

When a user clicks on one of these ads, the business pays the publisher (or host) of the website or search engine results page a pre-determined amount of money. This makes PPC an extremely efficient and cost-effective way to reach new customers. PPC is one of the most efficient and effective ways to reach new customers and can be a major contributor to increased website traffic and revenue.

By targeting the right consumers, PPC can help your business achieve its marketing and sales goals. PPC is an effective way to generate leads and sales because you only pay when someone clicks on your ad. In addition, PPC campaigns can be customised to target specific demographics, making them a highly effective way to reach your target audience. Thanks to recent technological advancements, PPC is now more affordable than ever before.

PPC platforms

The most popular platforms used for PPC advertising are:

Google ads
Bing ads
Youtube
Facebook ads
LinkedIn, are

How paid searches work on various search engines?

When you perform a search on a search engine, the results that are displayed are based on a variety of factors, including your personal history and the sites you have visited in the past. Paid search is a form of online advertising that allows businesses to bid for ad placement on search engine results pages (SERPs). When a user enters a keyword or phrase into a search engine, the paid results are displayed above the organic results.
Paid search ads are typically text-based and appear next to the unpaid search results. Businesses can use PPC advertising to target users who have already expressed an interest in their product or service by using keywords related to their business. Paid search campaigns can be managed through an online advertising platform, such as Google AdWords or Bing Ads.
However, one of the most important factors that determines which results are shown is how advertisers have bid for those keywords. By bidding on specific keywords, businesses can control how much they spend on each click and receive real-time.

PPC related terms to know

Knowing the meaning of some common advertising terms that are related to PPC can help increase your knowledge base of PPC and can also help your next PPC campaign be more successful.

CPC: CPC or Cost-Per-Click is the price you pay when someone clicks on an ad bid for a keyword. This can be tracked and measured using Google AdWords or Bing Ads, depending on your preference within those platforms.

However, knowing how much each user costs will help with targeting them more specifically, ensuring their demographics align well with potential customers who might be interested in something specific from your business.

CTR: The Click-Through Rate (CTR) measures the percentage of people who see your advertisement and engage with it. The higher this number, the better your chance of capturing customer attention and turning them into loyal clients for life.

CPA: Cost Per Acquisition is the amount spent in a campaign to acquire a conversion. It's important for marketers and advertisers alike, as it can help with strategic planning when looking at how much you are spending on ads or marketing in general versus what kind of results they're getting back from their investment.

Conversion rate:

The conversion rate is a crucial measure for assessing the success of your digital advertising campaign. It tells you how many people who clicked on one ad took action, which can help you measure if and how much your campaign is working.

Managing a PPC campaign

To ensure your campaign is as effective as possible, you need to tweak and adjust it continually. Here are some tips for managing your PPC campaign effectively.

Bidding keywords: When you're setting up a paid search campaign, choosing the right keywords is essential for success. By incorporating them into your bids, you can ensure that the search engine prioritises your content and ranks higher for those specific searches, resulting in increased traffic.

However, it can be challenging to determine which keywords are the most effective to target. It is important to use keywords that are directly related and will help people find your content. It can be tempting to go after the most popular keywords, but sometimes they're too competitive and expensive to bid on.

You can find the perfect keywords for your campaigns by using one of the countless keyword research tools on the market.

Filter: Negative keywords are usually found on your page and can be used to reduce traffic. Filtering out these negative words will help you find more people who might be interested in what the site owner is offering, which in turn could result in higher conversion rates for them.

Target: To ensure your campaigns are successful and thriving in the long term, you need to identify your target audience.

You can target your audience by a particular geographical location. You know that your product has high value in this region, so you need to place ads for the people here who might be interested in it.

You can target your audience based on the type of device they predominantly use.

You can target your ads specifically to mobile and tablet users, or desktop/laptop ones.

By using the demographic-based technique, you can target users based on their characteristics, qualities, and socio-economic background. This is a great way to reach out specifically with advertising messages that will resonate most deeply with them.

Reporting: The best way to manage your ad campaign is by creating reports. This includes everything from CTR and CPC to every detail about the ad campaign. It helps provide you with more information on how well or poorly they're performing so that any problems can be fixed quickly.

Budget: Creating a budget for your PPC campaign is a crucial step in maximising the effectiveness of your advertising funds. When creating your budget, it is essential to consider factors such as your average daily budget, the duration you wish your campaign to run, and the specific keywords you are targeting.

Retargeting: Retargeting is a powerful advertising strategy that enables you to reach potential customers with messages tailored specifically to them. It’s an excellent way to get people back on your site after they've visited but left without making a purchase. It's a way to ensure that potential customers aren't forgotten about after leaving the site, and it can be very effective in driving traffic back to your page.

PPC marketing is an effective way to enhance your business. It can help you drive more traffic and leads, increase conversion rates, grow overall revenue, and create a positive ROI for your company.

What Does a PPC Company Do?

Wed, 09 Feb 2022 20:32:00 GMT

PPC, or Pay-Per-Click, is a paid advertising strategy that enables marketers to advertise their products or services through search engines. This means your ads will show up on websites when someone searches for something related to what you offer.

PPC is effective because it allows advertisers to target potential customers who are actively looking for their product or service. It also allows them to control how much money they spend on advertising and measure the success of their campaigns.

The way PPC works is by setting a budget, select an advertising location like a website or social media platform, then determining how often users will see ads on their screens in exchange for clicks that lead them back to your website.

A PPC company is a company that specialises in paid search engine marketing. That means they use paid advertising to help businesses improve their website rankings in search engine results pages (SERPs).

PPC companies help businesses create and manage their paid search campaigns, which can lead to huge returns on investment. They allow businesses to place ads on various websites with the hope of generating traffic and leads. These companies work by charging a fee each time someone clicks on one of their ads.

A PPC company is a company that specialises in paid search engine marketing. That means they use paid advertising to help businesses improve their website rankings in search engine results pages (SERPs).

PPC companies assist businesses in creating and managing their paid search campaigns, which can yield significant returns on investment. They enable businesses to place ads on various websites, with the goal of generating traffic and leads. These companies work by charging a fee each time someone clicks on one of their ads.

Set up a campaign PPC companies are designed to help you find the perfect campaign for your business. They take the time to get an understanding of your business objective and then they set up a campaign that will help you achieve it. A professional PPC company will know how to effectively utilise this marketing strategy for success and understand your target audience.

They work with you on creating the most cost-effective ad campaign and will even handle things like scheduling, analytics tracking and reporting so that everything goes smoothly from start to finish to attract your target audience.

PPC companies help you identify the best keywords for your business so that they can increase Click-Through Rates. This is the best way to lay the setup. A PPC company will also display your ads on social media platforms as sponsored or promoted links.

Reporting process Companies need to measure their success through reports. The most important thing to do for a PPC company after setting up a campaign is reporting. PPC management companies need to keep their clients informed about the progress of campaigns by providing thorough and accurate reporting.

This ensures that all data is up-to-date, making it easier to make decisions based on this information as well as providing regular updates in real-time through different platforms depending on what type you prefer. PPC management companies should provide custom reports to their clients on a regular basis. Reports can include information such as how much money was spent, the number of conversions achieved per campaign, what keywords were most popular among users when they converted, among others. Optimisation The main responsibility of a PPC company is optimisation. They are in charge of optimising and improving advertising campaigns, making sure that they have all the necessary information about what works best with customers on different platforms.

This optimisation includes the design, implementation, and maintenance processes that ensure all your ad campaigns are set up correctly so they can be most effective for you to drive sales leads or traffic through them, as well as being profitable in terms of cost per lead compared with other advertising channels. PPC companies will look into every detail of your site, including what might be holding you back from reaching new customers. They will make sure that all unwanted information, negative keywords are gone so that the best possible version of your business can come out in search engine results. If you are looking to increase your product or service sales, then one of the best ways is by increasing traffic through digital marketing. One way that businesses can do this is through pay-per-click advertising.

When it comes to PPC management, then Kangaroo UK is the go-to for all businesses. We offer a full suite of services that will help you get more sales by managing your online advertising campaigns with care and expertise. We have the skills to help you get more customers by utilising our strategic marketing knowledge in your industry. Whether it is through PPC ads, we can provide solutions that will increase sales and conversions on your website. If you would like to learn more about Kangaroo UK’s PPC services, please contact us today!

If you are looking to increase sales of your product or service, one of the best ways to do so is by boosting traffic through digital marketing. One way that businesses can do this is through pay-per-click advertising . When it comes to PPC management, Kangaroo UK is the go-to for all businesses.

We offer a full suite of services that will help you get more sales by managing your online advertising campaigns with care and expertise. We have the skills to help you get more customers by utilising our strategic marketing knowledge in your industry. Whether it is through PPC ads, we can provide solutions that will increase sales and conversions on your website.

If you would like to learn more about Kangaroo UK’s PPC services, please contact us today!

Amazon Pricing Rules 2026: Protect Your Margins

Mon, 31 Jan 2022 13:14:00 GMT

Updated: May 2026

What Is Changing and How Do You Protect Your Margins?

What Are Amazon's New Pricing Rules?

The changes affect how Amazon validates your RRP and how it calculates your Was Price. Both directly impact the deals you can offer during major events like Prime Day and Prime Big Deal Days.

How Are RRP Checks Changing from 23 April 2026?

From late April, Amazon will no longer accept your stated RRP at face value. To display an RRP on your listing, your product must have actually sold at that price recently on Amazon, or be actively listed at that price by another major retailer.

What this means in practice: we have seen this trip up sellers who list an RRP higher than what the product actually sells for. Amazon will now cross-check your stated RRP against real transaction data, both on their own platform and across other retailers. If the numbers don't match, the RRP is removed from your listing entirely.

What is the New 50% Was Price Rule from 18 May 2026?

Your Was Price is the typical price customers have paid for your product over the previous 90 days. It is the figure Amazon uses to set your maximum deal price for events like Prime Day.

From May 2026, Amazon is tightening this calculation. According to Amazon's updated Reference Price Policy (Amazon Seller Central, 2026), if your product sells below its standard price for more than 50% of the 90-day lookback window (46 days or more), every one of those discounted sales is factored into your official Was Price. What catches most sellers off guard is that this includes informal price drops too, not just deals you have formally flagged as promotions.

Why Does Running Constant Promotions Hurt My Prime Day Deals?

The knock-on effect is brutal. Once your baseline drops, Amazon's minimum discount requirements force you even lower. We had a client last year who ran vouchers through May and then could not get a Lightning Deal approved for Prime Day because their Was Price had already fallen to within a few per cent of their proposed deal price. They missed the entire event.

At Kangaroo UK, we have seen this catch sellers out repeatedly during previous Prime events. The ones who protect their baseline in advance consistently outperform those who discount right up until the event.

What Is a Promotional Blackout and How Does It Work?

In simple terms, you stop running any discounts for a set period before a big event. No vouchers, no coupons, no quiet price drops, nothing. Your product sells at full price, your Was Price climbs back up, and when you submit your Prime Day deal, the discount is applied to a high baseline rather than an already-reduced one.

How long do you need to hold? At least 45 days. The maths is straightforward: Amazon looks at a 90-day window, and if you are at full price for more than half of that window, your discounted days do not drag the baseline down. Forty-five days gives you a comfortable buffer above the 50% threshold.

For Prime Day 2026, assuming Amazon sticks with the July dates, that means stopping all promotions by late May. The deal submission window is already open and runs from 24 March to 19 June 2026, so get your submissions locked in early and plan your blackout around those dates.

Why Does a Promotional Blackout Actually Work?

It takes nerve to voluntarily pause your offers, especially if you see a short-term dip in daily sales. But the payoff during the event itself is significant:

It protects your profits. Selling at full price for most of the 90-day window keeps your Was Price high. When Amazon requires a 20% Prime Day discount, it's applied to your full retail price, so you still make a healthy margin.

What Should I Do Right Now?

These rule changes are coming in weeks, not months. Here are three things you can do today:

Audit your current promotions. Review all active vouchers, coupons, and price drops across your catalogue. Check how many days in the last 90-day period each product has been on sale. If you are approaching the 46-day threshold, stop discounting immediately.
Plan your blackout dates. Work backwards from your target Prime event date. Mark 45 days before as the hard stop for all promotions. Build this into your pricing calendar now.
Submit your deals early. The Prime deal submission window is open from 24 March to 19 June 2026. Do not leave it until the last minute. Submit your strategy, lock in your deal pricing, and give yourself time to adjust if Amazon flags any issues.

Make sure every listing you plan to promote is retail-ready before the event. There is no point in protecting your pricing baseline if it drives traffic to a listing with poor images or weak content.

How Can Kangaroo UK Help?

We run Amazon PPC campaigns alongside pricing for all our Amazon clients because the two are connected. There is no point spending on ads if your deal margins have already been squeezed by a low baseline, and there is no point protecting your baseline if nobody can find your listing when the event goes live.

For a full guide on event preparation timelines, see our guide on preparing for Prime Day .

Want help navigating Amazon's pricing changes?

Our Amazon team will review your pricing strategy and make sure your deals are compliant,

profitable, and ready for Prime Day. Book a free Amazon account review or call us on 01530 560177 .

Author

Abhilav, Amazon Marketplace Leader , Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He advises clients on pricing strategy, deal submissions, and promotional planning for Amazon's major events, including Prime Day and Prime Big Deal Days.

Amazon FBA New Selection Programme Explained

Mon, 31 Jan 2022 13:14:00 GMT

Last Updated: May 2026

Amazon FBA New Selection Programme: What Is It and Should You Use It?

The FBA New Selection Programme is Amazon's incentive for sellers launching new products through Fulfilment by Amazon. It gives you free storage, free removals, free liquidation, free return processing, and a 10% average rebate on sales for eligible new-to-FBA products. If you are planning to add new products to your Amazon catalogue, this programme can significantly reduce your upfront costs and the financial risk of testing new lines. Here is how it works, who qualifies, and how to make the most of it.

What Does the Programme Actually Give You?

According to Amazon's UK programme page ( Amazon UK, 2026 ), the FBA New Selection Programme offers the following benefits for eligible new-to-FBA parent ASINs:

10% average monthly rebate on sales of eligible new-to-FBA products. For brand-registered sellers, this applies to branded ASINs. The rebate covers up to 100 units for standard-size items over 120 days, and up to 30 units for oversized items over 90 days.
Free monthly storage for the first 100 units of each new standard-size parent ASIN for 120 days after the first unit arrives at a fulfilment centre. For oversized items, it covers 50 units for 90 days. For clothing and shoes, it covers 100 units for 120 days.
Free removals and liquidations within 180 days of your first inventory being received. If a product does not sell, you can pull it out or liquidate it without paying removal fees.
Free return processing for categories like clothing, shoes, handbags, and eyewear, covering up to 20 units of each parent ASIN within 180 days
New seller bonuses , including a shipping discount on your first Amazon-partnered carrier shipment and sponsored ad credits to help with your initial advertising push

Once you enrol, these benefits apply to an unlimited number of new parent ASINs per year. You do not need to re-enrol each time you launch a new product.

Who Is Eligible for the Programme?

There are two sets of requirements: seller eligibility and product eligibility.

Seller requirements: you need a Professional selling account (£25/month on Amazon UK). If you have been assigned an Inventory Performance Index (IPI) score, it must be 300 or higher. If you are brand new to FBA and have not yet been assigned an IPI, you can still enrol. According to Getida, Amazon assesses eligibility twice a year on April 1 and September 1 ( Getida, "FBA New Selection Program", 2025 ). If your IPI drops below the threshold between assessments, you stay enrolled until the next review date.

Product requirements: the ASIN must be new to FBA. That means it has not been fulfilled through FBA within the past 180 days. Used items are not eligible. Products in media categories like books, DVDs, music, software, and video games are excluded. If you are moving an existing seller-fulfilled product to FBA and it has very low sales (five or fewer units per week over a four-week average), it may not qualify for the rebate specifically, though other benefits like free storage still apply.

How Do I Enrol?

Enrolling takes a few minutes. Log in to Seller Central, navigate to the FBA New Selection Programme page, and click to enrol. Amazon will confirm your eligibility, usually within a day or two. Once confirmed, any new-to-FBA ASINs you create and ship to a fulfilment centre will automatically receive the programme benefits.

If you are a brand-new seller setting up FBA for the first time, Amazon will auto-enrol you into the programme as long as you create your first FBA shipment within 90 days of listing your first product. You do not need to do anything extra.

One useful detail: enrolling in one Amazon store automatically enrols you across all Amazon stores where you have an active account. So if you sell on Amazon UK and Amazon Germany, one enrolment covers both.

Is It Worth Using for Product Launches?

Yes, and this is where the programme really earns its value. Launching a new product on Amazon typically involves upfront FBA storage costs, the risk of paying removal fees if the product does not sell, and the cost of returns in categories like clothing. The New Selection Programme removes or reduces most of these costs for the first few months, giving you a window to test whether a product has legs before committing to larger inventory orders.

We use this programme for our Amazon account management clients when they launch new products. The 10% rebate alone can make a meaningful difference to margins in the early weeks when sales volumes are still building, and your advertising costs tend to be higher as you establish visibility.

The free storage benefit is also valuable for testing. You can send 50 to 100 units of a new product to FBA, see how it performs over 90 to 120 days, and if it does not sell, liquidate or remove the stock without paying fees. Compare that to the normal scenario, where you would pay monthly storage fees from day one, plus aged inventory surcharges if the stock sits too long. For a full breakdown of how these costs add up, see our guide on Amazon selling fees .

What Mistakes Should I Avoid with This Programme?

The programme reduces your costs, but it does not guarantee your product will sell. Here are the mistakes we see sellers make:

Launching without a plan. Free storage does not mean you should send random products to FBA and hope for the best. Every product you launch still needs proper keyword research, optimised listings, competitive pricing, and a PPC strategy. The programme saves you money on fees, but it cannot fix a product nobody is searching for.
Ignoring the time limits. Free storage lasts 90 to 120 days, depending on product size. After that, normal storage fees kick in. If your product has not gained traction by then, use the free removal window to pull it out before you start paying.
Forgetting about IPI. Your IPI score must remain above the threshold. If you are sending many new products to FBA and they are not selling, your IPI score will drop due to excess inventory. This could eventually disqualify you from the programme entirely.
Not making listings retail-ready first. Sending a product to FBA without proper images, A+ Content, and keyword-optimised bullets means you are wasting the free launch window.

Make sure every new product is retail-ready before it arrives at a fulfilment centre. The clock on your free benefits starts ticking from the moment Amazon receives your first unit, so you want your listing converting from day one.

How Does It Fit into a Wider Launch Strategy?

At Kangaroo UK, we treat the New Selection Programme as one part of a broader product launch plan. The typical approach for a managed client looks like this: optimise the listing and make it retail-ready before shipping anything, enrol in the programme and send an initial test batch to FBA, launch Amazon PPC campaigns to drive initial visibility and sales velocity, monitor performance over the first 60 to 90 days, and then decide whether to scale up inventory or pull the product based on real data.

The programme gives you a low-cost window to gather that data. Without it, the financial pressure of storage fees and removal costs can push sellers to keep underperforming stock for too long or to pull out too early before a product has had a fair chance.

Launching a new product on Amazon?

Our Amazon team will help you set up the New Selection Programme, optimise your listings, and build a launch strategy that gives your new products the best chance of success. Book a free Amazon account review or call us on 01530 560177 .

Author

Abhilav Vishwakarma, Amazon Marketplace Leader , Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He uses the FBA New Selection Programme as part of the product launch strategy for every managed client, combining it with listing optimisation and PPC to reduce risk and accelerate early sales.

What is SEO and What Are Its Types?

Wed, 26 Jan 2022 11:25:00 GMT

What are the different types of SEO

If you are a business owner, you know that having a high page rank is important. It means that your website appears higher in search engine results pages (SERPs), which means more people will see it. Page rank is an algorithm used by search engines to rank web pages in their SERPs. The higher the rank of a page, the more likely it is to be shown at the top of the search engine results page.

There are many online marketing strategies that businesses can use to reach their target audience, but one of the most important is search engine optimisation.

SEO can be a powerful way to improve your website's page ranking by optimising your site for search engines and using the right keywords.

SEO is the process of improving the visibility of a website or web page in SERPs, and you can help make sure your site is at the top of the list when users are searching for information related to your business. When done correctly, SEO can help you attract more visitors to your website, increase leads and sales, and boost brand awareness.

There are various types of SEO, and each can benefit your business in distinct ways. Choosing the right type of SEO for your company is crucial to maximising the effectiveness of your marketing efforts.

Listed below are some of the most common types of SEO.

Different types of SEO

On-page SEO

On-page search engine optimisation is the most important type of SEO that you should consider. On-page search engine optimisation is all about what changes go on within your website to improve page ranking on search results. There are several important factors to consider when performing on-page search engine optimisation.

Keywords

Keywords are an important factor in SEO rankings. They should be related to your business and cannot repeat keywords or use them excessively because this will affect the page rank.

Content

Content is king when it comes to getting a higher SEO ranking. Your content should be relevant to your business, so it attracts more customers. When you produce compelling and relevant content, you can attract more readers and boost your rankings in SERPs. Additionally, high-quality website content helps establish trust and authority with your audience.

URL

Your website URL should be short and easy to remember, as long, difficult URLs can confuse your audience.

Page structure and speed

Page speed, user-friendliness, and load time all play important roles in ranking on search engines that can bring you more customers.

Off-page SEO

Off-page SEO is a vital part of any search engine optimisation campaign. Off-page SEO can be anything that happens away from your website and that helps in your website's ranking on search engine results. In today's market, backlinks are an important factor in off-page SEO.

Backlinks

A backlink is a link from one website to another website. To rank well on the search engines, you need a good number of backlinks. These are other sites that link directly or indirectly through hyperlinks from their pages as anchor text, which tells the search engine what this website is about.

Backlinks can help with visibility in SERPs. A great way to get more traffic and rank higher on a search engine is by getting high-quality inbound links from authoritative websites that specialise in your industry keyword or niche market segmentation.

Ways to get backlinks:

Organic backlinks - this is when another website links to your website in a natural way.
Manually constructing links for your page in order to create an internal chain of evidence with citations on why you believe someone should click through, based on what they see or read about how great your product/service is.
Guest posting can be a great way to earn backlinks to your website. By submitting high-quality articles to other websites, you can increase traffic and visibility for your site.

Technical SEO

Technical SEO is the practice of optimising a website for Google's search engine results. It includes improving the site's architecture, coding, and usage so that it is as indexable and searchable as possible. Technical SEO can be a complex process, but the benefits can be significant.

By improving your site's technical SEO, you can make it easier for Google to crawl and index your content, which can lead to higher rankings in search results. Technical SEO is also crucial for ensuring that your website functions properly and delivers a seamless user experience. Neglecting your website's technical SEO could negatively impact your organic traffic and business potential.

How to improve technical SEO

There are several things you can do to improve your technical SEO, such as ensuring that all of your pages are properly indexed, repairing broken links, optimising your site's code, and more. By following these tips, you can significantly enhance your website's visibility and search engine ranking.

The best way for any business to improve its marketing strategy is to improve its SEO and get higher rankings in SERPs. Whether you are looking for simple, effective SEO services , Kangaroo UK is the place to go.

We provide each of our customers with a personalised service tailored to their needs, based on what they want from their digital marketing strategy. You can also trust us to deliver your message in a way that resonates most with your target audience, as we understand the importance of making people who are already familiar with your products and services feel valued when they visit your website.

Contact us today if you want our team's expertise in any kind of search engine optimisation service or need advice on how to improve your website rankings with better SEO practices.

Using Graphic Design In Amazon to Increase Sales

Wed, 26 Jan 2022 09:09:00 GMT

Visual communication is one of the most efficient ways to convey a message. That is why graphic designing is an important aspect of advertising and marketing. It is the process of creating visual representations of ideas, messages, and products.

Graphic designers use their creativity and technical skills to produce effective and appealing visuals.

By incorporating brand strategy design for Amazon , you can boost sales, increase brand awareness, and drive conversions. Here are just a few ways that graphic design can help you achieve your business goals:

Graphic design is a unique form of communication that can create a brand identity for your business. It establishes a visual language for your company and communicates who you are, what you do, and where you are going.

By creating a consistent look and feel across all of your Amazon listings, you can make sure that your customers always know who you are. Good graphic design creates a unique and memorable brand that customers will recognise and trust.

Helps to attract buyers' attention to social media sites. Effective graphic design can make a significant difference in engaging with page visitors. By creating engaging and visually appealing content, you can catch the attention of potential buyers and create a lasting impression. With the right design in place, you can dramatically improve the visitor's time on page.

Well-designed packaging can help you make a great first impression with potential customers. A skilled designer can take your ideas and create product packaging that accurately represents your brand and stands out from the competition. They can also advise you on the best materials and printing options to use, ensuring that your products look good and last long.

Graphic design is a process of visual communication that uses images, typography, or illustration to convey ideas. It is a technique employed in web design to make the web page look more presentable and user-friendly. A good graphic designer can help make your product look professional and stand out from the crowd.

A well-designed listing can help users easily understand the content. If you are looking for someone to design your next website, consider hiring a brand identity designer . They will be able to create visuals for your Amazon Storefront that are not only attractive but also effective in conveying your message.

Brand awareness is one of the most important parts of growing any business. To get noticed, you need consistency in your brand across various media.

A graphic designer can create expanding logos to ensure your brand is consistent across all visuals.

A graphic designer can help take your business to the next level with professional-looking banners and ads. They have the skills and experience to create eye-catching designs that will help you stand out from the competition, which can help you promote your business. Whether you need a new banner for your Brand advertising campaign or a series of ads for your Storefront promotion, a graphic designer can help.

Hire Kangaroo UK for AMZ listing design services . Our team can help ensure that all aspects of your branding stand out in a way that resonates with potential buyers while remaining suitable for business purposes.

If you are looking to update your brand on Amazon, contact us today .

The Benefits of Local SEO For Small Businesses

Fri, 21 Jan 2022 10:45:00 GMT

The Benefits of Local SEO For Small Businesses

Every small business knows that to be successful, it needs to be visible to its target market. However, many small businesses don't realise the importance of local SEO.

Local SEO is a strategy that helps businesses rank higher in search engine results pages. By implementing basic local SEO techniques, you can increase your business's visibility to potential customers in your area. And the best part is, it is not as complicated or expensive as you might think.

Here are just a few of the benefits of local SEO for small businesses:

Attract more potential customers

Optimising your website for local SEO can help you attract more people in your area who are looking for the services or products you offer. If your website is not optimised for local SEO, you could be missing out on potential customers.

Increased brand visibility and awareness

When people search for businesses in your area, they will learn about your existence, making your brand more recognisable and increasing awareness of your business.

With local SEO, you will rank higher on search engines, so people find you faster. Your website is more likely to show up in Google Maps if it has an address listed, which means that location-based searches will lead people back to your site.

Generate more leads & sales

With the rise of online shopping, it is often hard to stand out in a crowded marketplace. But with local SEO, you can be found by potential customers who are looking for your product or service nearby.

Think about how often you search for a product or service on the internet. Now imagine that when you search, your business is one of the top results. That's the power of local SEO! By optimising your website and online profiles for local searches, you can generate more leads and sales from potential customers in your area.

High return on investment

The return on investment (ROI) of a well-optimised site for local SEO is high, with a higher ranking in Google search results, allowing you to capture new customers that may not have otherwise found you. By tailoring your website to reflect your geographical area and customer base better, you can start attracting more of the customers who matter most.

Increase your trustworthiness & authority

Local SEO is all about creating content that your local audience will find interesting and useful. Creating good quality, locally relevant content is a great way to attract more people in your area and tell search engines about your geographic focus, allowing you to appear in more searches in your area.

The local content you produce also helps establish your business as trustworthy and authoritative to people in the area. When more people look to your website and content for information, many of them will consider you as a credible source in that niche.

Online reviews also give small businesses a significant advantage, as they can be seen by a wider audience and help gain their trust. A high review score and many positive reviews will make people choose your establishment over competitors, even when they are not looking specifically for what you offer.

Kangaroo UK is a local SEO agency in Leicester , UK. We offer services for businesses of all sizes, and our expertise enables you to rank higher on Google and other search engines.

We have helped many businesses rank higher on Google’s search engine by using proven strategies that work with their budgets. If you have been considering hiring an expert team of marketers to boost your local business ranking, but aren’t sure where to begin, we can help by contacting us here.

Here's How You Can Improve Your Local SEO

Wed, 19 Jan 2022 05:09:00 GMT

Local SEO is becoming increasingly important as more and more consumers conduct online searches for local businesses. Local SEO is the process of optimising your business’s website and online listings so that your business ranks higher in local search engine results pages. This means that potential customers looking for a business like yours will be more likely to find you first.

If your business is not ranking high in local search results, you are missing out on a significant number of potential customers. Fortunately, there are a few things you can do to improve your local SEO rankings. Read on if you want to know how!

If you are looking to improve your local SEO, one of the first things you should do is create a Google Business Profile for your business.

A Google Business Profile provides businesses with a free and easy way to manage their online presence and can help customers find your business when they are searching for local businesses on Google.

Google Business Profile is a free and easy-to-use tool for businesses of all sizes to create a listing on Google. A well-optimised Google Business Profile can help your business rank higher in local search results, helping you attract more customers.

It is important to ensure that the information you provide is correct and up to date. In addition to adding basic information such as category, hours, and products/services, you can also upload photos to help customers get a better sense of what your business is like. Whether you are just starting or have been in business for years, Google Business Profile is a valuable tool worth taking advantage of.

The title is the first thing that people see when they visit your website. It should be clear, informative, and professional as it will help both users, as well as search engines, understand what you are offering on-site!

Google usually shows only 50-60 characters of the title in SERPs (search engine results pages), so be sure to include relevant keywords that highlight your service or product, and if you are targeting local customers, be sure to include the location (and, if possible, your business phone number) in your title and description.

Use your long-tail keywords by adding them to your SEO title, meta description, and throughout the website that contains keywords targeted at local customers.

Google Reviews are an important factor in local SEO. The more reviews you have, the better your chances of appearing on the first page for search results.

To improve the quality of your local SEO, ensure that your customers are providing positive ratings and reviews. Ask them to rate or leave a review for your business on Google after they've received a service. This will help boost your ranking in local search results and also provide potential customers with insight into what it is like to do business with you.

Creating and publishing regular posts to your Google Business Profile is a great way to improve your local SEO. Adding valuable content, such as announcements, events, and new products or services, can help potential customers discover your business online.

Make sure to keep your information up-to-date and correct, and respond to customer reviews to show that you care about your customers' experience. As always, be sure to follow Google's Guidelines for creating effective listings. By taking advantage of all the features offered by Google Business Profile, you can help customers find your business when they are looking for what you have to offer.

Adding content with relevant keywords to your website can help improve your local SEO. This is because search engines use keyword relevance as a ranking factor when determining the position of your website in local search results. By adding keyword-rich content targeted to local customers on your site, you can make it easier for potential customers in your area to find you online.

A citation is a listing of your business's website address on another website. Having more citations means that you will have more web pages with your company's name. This is important because search engine crawlers find it easier to index websites with many links to the site.

The more citations you have, the higher ranking you will get in Google searches. Citations are also great for SEO purposes because they help build good-quality backlinks, which can lead to increased visibility in SERPs.

A responsive website adjusts its layout and content to fit the screen size of the device on which it is being viewed, whether it is a computer, phone, or tablet. This allows for a better overall user experience, as people don’t have to scroll side to side or up and down to view the content they want.

If you don't have a responsive design, your site will not be optimised for the growing number of people using smartphones and tablets to access the internet. Not only can this hurt your rankings on Google, but it also means that users won't enjoy visiting your website on their mobile devices.

To improve your local SEO, it is important to optimise your website for mobile devices. This will help ensure that your website appears in search engine results pages when people search for businesses in their area.

Kangaroo UK is a local SEO agency in Leicester that can help you with your SEO needs. Whether it’s on-page optimisation, off-page optimisation, or local SEO optimisation services, our goal is to provide the best possible service for every client.

Our team of experts utilises the latest techniques and strategies to deliver measurable results for our clients. If you are looking for an expert who knows how to achieve success on Google, contact us today! We offer affordable packages that can be customised based on your needs.

Local SEO: What is it and How Does it Work?

Tue, 14 Dec 2021 11:14:00 GMT

If you are a business owner, then you know that it is important to make sure your website is as visible as possible to potential customers. But what if you specifically want to improve the visibility of your business in a particular geographic area? That is where local SEO comes in.

Local SEO is the process of optimising a website and its content for Google search results that are specific to a geographic area. Search engines use geo-targeting to rank businesses to provide customers with more relevant results.

Unlike traditional SEO, which usually targets larger geographical areas, Local SEO takes into account more specific factors such as geographic location. When done correctly, local SEO can help you improve your website's visibility and traffic and even attract new customers.

How Does Local SEO Work?

Local SEO has a unique set of ranking factors, including:

Local SEO can be done by either improving existing content or creating new pages. It is important to make sure you are using keywords and phrases related to your location and industry, as well as adding citations from other websites like Yelp and Trip Advisor.

The reason this strategy works so well is that it provides an easy way for potential customers who are looking locally for services or products to find you on the internet without having to click through multiple links before they get there.

When you have a proper address (i.e. town/city) of your business listing, it will give you the best chance of building successful local landing pages that help customers find your store on your website by using a store locator such as Google Maps.

Having clear and concise LocalBusiness Schema markup on your website is one of the most critical things you can do to help Google understand where your business is located. This markup provides Google with key information about your business, such as your address, hours of operation, and phone number.

LocalBusiness Schema markup on your website can help Google return more informative results for users searching for businesses in their area. So if you are not familiar with schema markup or are not sure how to add it to your website, don't worry about it.

Luckily, there are many plugins available for Local Search Engine Optimisation. You can easily find one that will output your details in Schema markup without getting technical and overwhelming. You just need to input some details for your business, and it will take care of everything else.

But ranking for local searches requires much more than just optimising your website. You must register your company with Google My Business, as well as local directories, and create a local business page on Facebook. Determine your title, description, URLs, and ensure the NAP (name, address, phone number) information is accurate on all platforms.

No matter what industry you are in, it is becoming increasingly important to rank for local searches. Ranking well can lead to increased customer acquisition, more leads, or simply greater awareness of your business. And if you are not ranking for local searches, you are missing out on a huge opportunity.

A good local SEO strategy will help your website rank higher in search engines for location-specific queries and bring more traffic to the site.

Kangaroo UK is a digital marketing agency in Leicester that also specialises in Local SEO . Our team of experts can help you create an effective strategy that will get the results you need from search engine optimisation.

At Kangaroo UK, we provide all digital marketing solutions such as web design services, SEO services, graphic design services, PPC management services. We are the best choice for your company when it comes to reaching new customers in your area - with our search engine optimisation methods, your competitors will never be ahead of you!

What is an SEO agency & do I need one?

Fri, 03 Dec 2021 11:33:00 GMT

[updated 2nd September 2026]

What Is an SEO Agency? Do You Really Need One in 2026?

SEO, or Search Engine Optimisation, is the essential process of optimising your website to rank higher in search engine results pages (SERPs) like Google and Bing. Ranking prominently increases your website’s visibility, driving more qualified visitors, leads, and ultimately sales.

An SEO agency is a team of specialised digital marketing professionals who help businesses improve their organic search rankings through proven strategies. They combine expert keyword research, content creation, technical optimisation, and ongoing performance analysis to boost your online presence.

What Does an SEO Agency Do?

A modern SEO agency starts by researching your business, target audience, and the keywords potential customers use to find your products or services. Using this data, they develop a content strategy that integrates those keywords naturally while addressing user intent -ensuring visitors stay engaged and move closer to purchase decisions.

SEO agencies also optimise your website’s technical aspects, such as site speed, mobile usability, security (HTTPS), and Core Web Vitals, which Google increasingly values in 2026 rankings. Many agencies expand their reach by managing social media promotion, link building, and digital PR to grow your brand’s authority and referral traffic.

Signs You Need to Hire an SEO Agency

1. Your Content Isn’t Generating ROI

If your website content isn’t attracting visitors or converting leads as expected, it’s time for expert help. SEO agencies excel at refining content strategy, performing comprehensive keyword research, and improving on-page SEO elements—often turning your blog or website content into a revenue-generating asset.

2. You Don’t Know Your Website Traffic

Without clear insights into how much organic traffic your site receives, you can't identify growth opportunities or issues. SEO agencies provide detailed analytics and reporting, enabling data-driven decisions to improve your site’s performance continually.

3. SEO Feels Overwhelming or Unclear

SEO rules and best practices are constantly evolving, especially with the emergence of AI search trends and generative engines in 2026. If SEO feels confusing or you lack the capacity to manage it internally, an agency offers professional guidance, using the latest tools and strategies to ensure you stay competitive.

Why Choosing a Professional SEO Agency Matters in 2026

Expertise & Experience: SEO agencies bring specialised knowledge, staying updated with Google’s algorithm changes, AI search integration, and user behaviour shifts.

Holistic Strategy: They blend technical SEO, user experience optimisation, content marketing, and social media promotion for comprehensive growth.

Analytics-Driven Improvements: Agencies continuously monitor performance, adjusting tactics to maximise traffic, rankings, and conversions.

Focus on Your Core Business: By outsourcing SEO, you can concentrate on running your business while experts handle your online growth.

Types of SEO Agency Engagement Models

Monthly Retainer: Ongoing monthly service for steady growth and regular updates.
Project-Based: Focused on specific fixes or campaigns.
Performance-Based: Pay only for achieved results like traffic or leads.
Hourly Consulting: Expert advice as needed without full commitment.

Conclusion

In 2026, SEO is more complex and vital than ever, given the rise of AI, voice search, and user-generated content, which are shaping search results. Engaging a professional SEO agency can provide the expertise, strategy, and resources necessary to elevate your digital presence effectively.

If your website isn’t performing, you lack SEO knowledge, or you want to maximise ROI through organic search, partnering with an experienced SEO agency is a smart move.

If looking for expert SEO support in the UK, Kangaroo UK offers comprehensive SEO services, including keyword strategy, content marketing, technical SEO, and digital campaigns to grow your online visibility.

Contact Kangaroo UK today to start ranking higher and driving more qualified traffic to your website.

Revenue generation by effective use of SEO

Fri, 03 Dec 2021 11:33:00 GMT

(updated 2nd September 2026)

SEO is a proven way for businesses to increase revenue by attracting more qualified, high-converting visitors to their websites through organic search. The following rewritten guide applies the latest statistics and 2026 SEO standards, ensuring accuracy and clarity for digital marketing success.

How SEO Drives Revenue Generation

Organic Search Traffic Delivers High-Quality Leads: 68% of online experiences begin with a search engine, and SEO drives over 1,000% more traffic than organic social media. Organic leads generated via SEO close at 14.6%, compared with just 1.7% for outbound marketing.
SEO’s ROI is Unmatched: For every $1 invested, SEO returns an average of $22 across industries, generating 825% ROI on average over three years. The positive revenue impact builds over time, with most businesses achieving breakeven for their SEO investment within 6–12 months.

Five Ways SEO Boosts Revenue

1. Strategic Keyword Optimisation

Using the right keywords attracts searchers actively seeking solutions. Ranking for targeted terms increases click-through rates and the potential for sales conversion. Detailed, intent-driven keyword research ensures content aligns with what prospects are searching for.

2. High-Quality, Authoritative Content

Content must be original, useful, and regularly refreshed to earn higher rankings and audience trust. High-quality content generates backlinks and earns top positions in search, driving sustained traffic and credibility with potential customers.

3. Mobile Optimisation

62.5% of global organic traffic comes from mobile devices. Mobile-first indexing and usability are essential for capturing these visitors and maximising revenue from growing mobile audiences. Responsive design enhances user experience and conversion rates.

4. On-Page SEO Best Practices

Optimising every page (meta titles, structured data, fresh blog updates) ensures search engines understand and rank content for relevant topics. Strong on-page SEO drives higher organic rankings and average conversion rates, leading to significant revenue gains.

5. Leveraging Social Media Channels

While SEO outperforms organic social, sharing content across social platforms amplifies reach and engagement, supporting brand awareness and making website content discoverable for both people and algorithms. This multi-channel approach strengthens overall marketing performance.

Ready to grow your revenue with powerful SEO strategies? Contact Kangaroo UK for an expert analysis and a tailored plan—experience sustainable increases in traffic, conversions, and sales through proven SEO methods.

Kangaroo UK delivers measurable results with strategic, up-to-date SEO solutions . Reach out today for a competitive edge in organic search and revenue growth.

Types of Graphic Design Services

Sun, 28 Nov 2021 20:53:00 GMT

Types of Graphic Design in 2026

Graphic design is a dynamic craft that visually communicates messages through typography, imagery, colours, illustrations, and more. It spans a wide spectrum of specialisations tailored to diverse business needs and media platforms. Understanding these types can help decide which services best fit specific project goals.

Brand Identity Design (Visual Identity)

Brand identity design creates the visual foundation of a business or product. This encompasses logos, colour palettes, typography, and brand style guides that ensure consistent representation across all channels. Strong brand identity fosters immediate recognition and trust, setting a company apart in a competitive market.

Marketing and Advertising Design

This type focuses on creating visuals that drive engagement and conversions. It covers print ads, social media graphics, banners, billboards, and digital campaigns. The goal is to communicate persuasive messages visually that motivate the audience’s actions, such as buying or subscribing.

User Interface (UI) and Website Graphic Design

UI design shapes the visual aspect of digital products—websites, apps, and software—ensuring interfaces are aesthetic, intuitive, and user-friendly. Website graphic design integrates logos, images, icons, banners, and videos optimised across devices to create a seamless brand experience online.

Packaging Design

Packaging combines aesthetics with functionality to differentiate products on shelf and convey a brand’s story and value. Good packaging design attracts attention, educates consumers about the product, and enhances unboxing experiences, which is increasingly vital for brand loyalty.

Publication Design

Publication graphic design includes creating layouts and visuals for print and digital materials such as magazines, newspapers, books, reports, newsletters, and eBooks. It balances typographic hierarchy, grid systems, and imagery to improve readability and engagement.

Motion Graphics and Animation

Motion design brings static visuals to life with animation elements used in social media videos, explainer videos, product demos, UI transitions, and promotional content. Motion graphics significantly boost engagement in today’s video-centric digital landscape.

Environmental Graphic Design

Focused on physical spaces, this type designs signage, wayfinding systems, exhibit graphics, murals, and branded environments in public or commercial spaces like airports, hospitals, museums, and campuses. It enhances navigation, spatial awareness, and brand presence in real-world settings.

Illustration and Art Design

This includes hand-drawn or digital illustrations used to add personalised, artistic touches to advertising, publications, product designs, and web content. Illustrations humanise brands and create emotional connections that are hard to replicate with generic visuals.

Social Media and Content Design

Social media design creates branded, engaging content tailored for platforms like Instagram, TikTok, LinkedIn, and Facebook. This includes post templates, reels thumbnails, carousels, and infographics optimised for digital consumption and viral potential.

Experiential and Immersive Design (AR/VR)

Emerging strongly in 2026, this integrates augmented reality (AR), virtual reality (VR), and interactive installations into branding. It provides immersive experiences such as virtual showrooms, AR try-ons, and interactive pop-ups, driving future-forward brand engagement.

Choosing the Right Graphic Design Service

The best type of graphic design depends on the project’s purpose and the brand’s goals. For a new company identity, brand identity design is essential. If driving sales through digital campaigns is the goal, marketing and social media designs are crucial. For a retail product, packaging design matters most. Combining multiple types often delivers the strongest brand impact.

For expert assistance, professional design teams can tailor solutions to meet specific needs, ensuring modern, effective, and visually compelling outcomes that align with 2026 standards.

When to Hire an Amazon Graphic Design Service

Fri, 26 Nov 2021 18:43:00 GMT

Why hire a graphic design company?

If you are a business owner, you know how much goes into maintaining and running a company. You have got products to sell and customers to please, as well as managing the daily aspects of the business - but what about the design?

You may think that you may be able to handle all designing aspects in-house but when it comes down to it, there is a lot to consider with graphic designing.

Whether for branding or advertising purposes, or even if your company needs an updated website, Amazon Storefront Design or logo design or new product listings, there are many reasons why you may need to hire a graphic design company.

Signs you need to hire a graphic design company

1. If you are unable to design a professional-looking logo

The logo is the face of a business. A professional-looking logo is very important for any company. It gives you a strong sense of identity and can help your business to get recognised easily. Hiring a designer can help your business stand out with an original look that is eye-catching and professional!

Professional-looking logo designs are not easy to create and many graphic design companies spend years perfecting their skill at creating these types of logos. This is why it is important to hire the best graphic design company possible when you need your logo designed; otherwise, you could end up with something that is not aesthetically pleasing or does not represent what your brand stands for.

A good graphic design company will be able to help create a unique look for your brand while maintaining consistency throughout all platforms it may appear on such as websites, social media profiles, letterheads, etc.

2. If you do not have the time and/or tools to get the design work done

Graphic design is a time-consuming task that requires considerable effort, as well as specific tools and software, to complete the project.

By outsourcing this task to professionals, you can focus on other aspects of running your business while they handle everything from logos and branding materials to advertisements, social media posts, and even print materials like flyers or brochures. Hiring a professional designer also means working with the proper tools, which will deliver a professional-looking result.

If you attempt to create materials without the proper tools, the result may appear unprofessional and untidy. So instead of investing in these tools, hiring a company to take care of your design needs works better, as they come with the benefit of knowledge and expertise as well.

3. If you have a vision and are unable to bring it to life

Graphic designers understand colour theory, typography, and layout principles so they know how to best display content on websites or brochures. They can create materials that represent your brand message and reach more people than just those who see your website.

Designers need to be able to communicate the brand's message, as well as provide a visual representation of what it stands for. Designers also have expert knowledge about how colours, fonts, and images affect people's perceptions, so they know how to create an experience that will delight customers or clients without sacrificing usability or readability.
With a combination of all these aspects, all you need to do is convey what you want, and the designers will bring that vision to life.

4. If your marketing materials are inconsistent with your brand

It is a common misconception that graphic design companies are only involved in the production of logos and website design. Graphic designers have to know how to maintain consistency in marketing, which includes designing ads, business cards, brochures, and other marketing materials.

While there are many uses for graphic designers, one of their most important functions is assisting companies in maintaining consistency in their marketing efforts, enabling them to be more successful in reaching new markets and building relationships with customers. A lot goes into these types of campaigns so having someone who has experience with designing these materials can help you out.

Professional graphic designers not only have great ideas but also have an eye for detail, which makes them perfect when it comes down to making sure everything matches up perfectly.

Conclusion

If you are finding yourself in any of these situations, you probably need to hire a graphic design company. Choosing the right company can help you earn more money, save time and resources, or assist you in making better decisions about marketing strategies.

Finding the right graphic design company can be challenging, but it doesn't have to be. If you are looking for a dependable and skilled team of designers who will deliver quality work on time, look no further than Kangaroo UK. We provide product photography and comprehensive Amazon design services, including logo design and website design, all at affordable prices.
What kind of service do you need? Contact us today, and we'll be happy to assist you with any aspect of your graphic design work.

The Impact of Good & Bad Photography and Infographics on Your Brand Image

Fri, 26 Nov 2021 06:38:00 GMT

Photography, Infographics and your brand identity

What comes to mind when you think of good photography and infographics? Modern, sleek and professional might be some examples to describe the same. And what about bad design? Maybe the image of a poorly executed and cheap-looking design pops into your head. If you are like most people, then it is easy for you to spot quality design from the lack thereof.

Amazon's graphic design is more than just designing a logo for your brand; it also constitutes your website, brochures, business cards, marketing materials, etc. It is an extension of your brand and can make a huge impact on how people perceive your brand.

Graphic design might seem like a minor detail to overlook, but if you don't know what you are doing, it could end up costing you significantly in terms of customer loyalty and sales figures. Good and bad graphic design will have an effect on your business as the visual design of your business is what sets it apart from all the rest.

Read on to know how good and bad graphic designs impact your business' brand image respectively.

3 ways how good graphic design impacts your business

1. Good design enhances brand recognition

Graphic design can be used in any medium, including print material such as business cards and web layouts like websites and social media sites. The colour scheme, font choices and even the placement of these elements all have an impact on how people perceive your business.
There are many different aspects of graphic design that contribute to how well a brand can be recognised by its audience. The more memorable it is the higher chance of having someone purchase your product or service.
A creative and unique design will be memorable for your audience as it is something different from what is already there in the market.

2. It creates a good impression

The first impression of a company is what people interested in buying its product or service will view. If their first impression falls short, it could lead them to avoid buying from that company in the future if they dislike the experience.
A poorly designed site can deter visitors by making them feel unwelcome or out of place.
Good designs also look neat and attractive as the colours will be cohesive, and the overall look will be professional, whereas a bad graphic design could look shabby and incomplete.
Companies and businesses need to understand the vital role graphic design plays in creating a positive impression for potential customers.

3. Design is an extension of your brand

If you are selling any products, the packaging of them will also require graphic design.
A well-designed product will motivate your customers to make a purchasing decision, and will also give the impression that your brand takes the effort to design their products well. This leads to an increased number of sales, as the customers are responding positively.

When you don’t consider designing in any aspect of your business, you are giving the impression to your customers that your brand is not trustworthy and therefore would not want to engage with your brand.

3 ways how bad graphic design impacts your business

1. It can misrepresent your brand

If you have a certain vision of what you want your brand to look like but are unable to execute it through your design, you are not showing what your brand is.

Bad design can hinder the relatability that your customers can have with your brand. It can lead to brand confusion, a lack of interest in your products or services and even customer dissatisfaction.

A bad design in this sense does not necessarily mean untidy or shabby work; it can also mean that your designs are not conveying what your company is about.

2. A bad design gives an unprofessional look

Graphic designing is the physical representation of your company. A bad design can make your company look like it is not managed by professionals, and give an impression that your company does not pay attention to the details.

If you are not prioritising the importance of having a good design, and settle for any kind of work, it will reflect on the quality of the design. With the amount of competition in the market, it is very easy for customers to move on from a band, and an unprofessional design will not do your brand any favours in this area.

Sloppy, unprofessional graphic design can tarnish your business’s brand image and cause potential customers to hesitate before buying from you.

3. A bad design could look unoriginal

A bad design could be one that has not been given much thought. And because of this, it could lack the potential of being unique or original.

An original brand design is equally important as you want your brand’s identity to be unique from what is out there. If your brand design lacks any creativity or essence to make it look different, then it can come across as generic and dull.

An original design is also necessary to differentiate yourself from the competition, as you do not want your design to be similar to your competitors and confuse your customers.

Graphic design can either elevate or destroy your branding efforts, so it deserves just as much attention as the content you publish and promote to customers. If you need help with designing the perfect logo or have any other design needs for your company, Kangaroo UK is here for you.

In addition to good product photography and infographics, we offer a wide range of services, including SEO optimisation, digital marketing, and more! With our expertise in all aspects of marketing, we are sure to be able to provide the quality designs that will make your company stand out.

Contact us today if you need help finding more information or getting started with redesigning your company's brand identity!

Image SEO: The Ultimate Step-by-Step-Guide for Ranking in Google Images

Tue, 14 Sep 2021 09:16:00 GMT

There is no doubt that keywords and Meta descriptions play a vital role in SEO and ranking, but surprisingly, images are also pivotal in SEO optimisation. Most people prefer to click the image tab of Google rather than read the content. According to industry reports, 21% of the total search volume is driven by image-specific searches.

Not just pictures, but Google also pays attention to the quality and content of the image during its ranking. It also shows that creating original, optimised website images will bring more and more traffic to your web page.

Here we have brought you an ultimate step-by-step guide for ranking images in Google. This will help you rank at the top not just on Google but on other search engines as well.

If you are looking forward to ranking your images in Google search results, then it’s best practice to follow these steps:

After choosing a project or topic for your picture, start researching online and reviewing the related images. Invest your time in researching specific keywords for images and content keywords. You can do this in three simple steps:-

Pro Tip: Copy the example images you need into a file for future reference.

Needless to say, high-quality images can go a long way in SEO ranking. Whereas, Stock photography can have a negative effect on SEO due to the E-A-T (Expertise, Authority, and Trust) algorithm. To avoid this, schedule a photoshoot for your content.

Make a list of pictures required for your content. Try to take these pictures by yourself and utilise them in your content. For this, you need a good-quality camera or a phone with good picture quality, and include some pictures of your surroundings.

You need to follow the following steps for optimisation of your SEO material:

Resize the images to match the display area of the website. If you resize the picture, it will also display the picture according to how you’d like it to be displayed.
Update your file name to include target keywords and add relevant pictures. Use words like ‘at’ or ‘end’ to separate the files from each other.
Use an image compression tool to compress the image.
Create alt-text for your images. Cover your description within 125 characters.
Add captions to your image with hashtags, titles, and incorporate LSI keywords (latent semantic indexing keywords are known as phrases that are highly correlated with your target topic)

Optimisation of page

After you optimise a perfect picture, design a strong page where your pictures can live on. Do not forget to add target keywords with your picture to the page title or URL string. For better ranking, keep your URL short and accurate.

Including LSI keywords around the images in the content is also an excellent way to optimise your images. Include these keywords in the image caption also so that they both correlate together.

These are the best steps to boost your image SEO; however, even after applying all these steps, if you are still struggling to increase your ranking, you should seek the help of experts. Kangaroo UK is a L eicester-based SEO Agency, and our experts can help you optimise your images.

The Complete Guide to Anchor Text Optimisation in 2021

Tue, 14 Sep 2021 08:53:00 GMT

Updated 3rd September 2025

The Complete Guide to Anchor Text Optimisation in 2025

Anchor text optimisation remains a core part of SEO in 2025. With Google’s algorithms focusing heavily on context, user intent, and link quality, the way you structure and deploy your anchor texts can significantly impact your rankings.

Different types of anchor text serve different purposes, and knowing when (and how) to use them is key to building both organic visibility and user-friendly navigation.

In this guide, we’ll break down what anchor text is, why it matters in 2025, and how you can optimise your strategy to avoid penalties and gain better rankings.

What Is Anchor Text?

Anchor text is the clickable, hyperlinked text that connects one webpage to another. It helps both users and search engines understand what kind of content lies behind the link. Anchor text is typically highlighted in a different colour or underlined to stand out from regular text.

In Google’s early days, anchor text was one of the strongest ranking signals. Today, though still highly relevant, its effectiveness depends heavily on relevance, natural placement, and diversity.

Why it matters in 2025:

Anchor text helps Google understand context beyond on-page content.
It improves user experience by giving readers a preview of linked content.
Over-optimisation or manipulation can result in manual penalties and loss of rankings.

The Role of Anchor Text in SEO (2025 Perspective)

Anchor text plays two main roles in SEO today:

Enhancing relevance: Google uses anchor text to understand better what a linked page is about. Consistent link signals for a topic reinforce authority for specific keywords.
Boosting discoverability & user journey: Internal and external anchors guide both search engines and users through your site architecture, keeping people engaged and improving crawlability.

What’s changed since 2021?

AI-driven context analysis: Google’s use of AI (like RankBrain and BERT) means anchor text isn’t assessed in isolation — it’s evaluated against page content, surrounding text, and the overall link profile.
User intent matters more: Misleading or spammy anchors are flagged faster. Anchor text now needs to align with searcher expectations.
Diversity is essential: Overusing exact-match anchors can now harm rankings. A balanced mix of branded, generic, and related anchors feels more natural to Google.

Internal vs. External Anchor Text Optimisation

Internal Anchor Text Optimisation

Internal links help distribute authority across your site while improving navigation and crawlability.

Best practices for 2025:

Use descriptive, context-rich keywords, but avoid keyword stuffing.
Link naturally within relevant content instead of forcing links.
Keep 3–5 meaningful internal links in a typical 1,000-word article.
Use semantically related terms (not just exact matches) to future-proof against over-optimisation.

External Anchor Text Optimisation

External anchors (backlinks from other sites) continue to be among the strongest SEO ranking factors.

Best practices for 2025:

Earn links from high-authority, contextually relevant websites.
Avoid paid or spammy link exchanges — Google’s spam updates are getting even stricter.
Ensure external anchors look natural (brand names, partial matches, or generic calls-to-action tend to be safest).
Headlines and context around the anchor carry nearly as much SEO weight as the anchor itself.

Types of Anchor Text (With 2025 Guidelines)

To build a healthy anchor text profile, use a mix of different anchor types:

1. Branded Anchors

Use your brand or company name as the clickable link.
Safe, natural, and important for building authority.
It should make up the largest share of your anchor text profile.

Example: HubSpot, Neil Patel, Ahrefs Blog.

2. Exact Match Anchors

The exact keyword you want to rank for.
Still effective in moderation, but risky if overused.

Example: “SEO agency in London” ⚠️ Use sparingly and only when context justifies it.

3. Partial Match or Related Anchors

Variations, synonyms, or long-tail phrases related to your keyword.
Great for balancing relevancy without tripping spam filters.

Example: “how to optimise product pages for SEO”

4. Generic Anchors

Non-keyword anchors like calls-to-action.
Good for click-through rates and keeping your profile natural.

Example: “Read more”, “Learn more”, “Try it here”

5. Naked URLs

Linking directly with the URL, e.g., www.example.com .
Not the strongest for SEO, but useful for citations or source references.

6. Image Anchors

When an image is clickable, its alt text acts as the anchor.
Optimise image alt text thoughtfully to capture both SEO benefits and accessibility.

Advanced Anchor Text Strategies for 2025

Match anchor context, not just keywords: Google evaluates the words before and after the anchor as clues.
Diversify your link profile: Mix branded, generic, and partial matches for a natural pattern.
Focus on topical authority: Build anchors that reinforce your site’s expertise in a subject area, not just isolated keywords.
Leverage natural mentions: With AI-generated content booming, human mentions and natural editorial links carry more trust.
Prioritise user experience: Anchor text should feel helpful, relevant, and non-intrusive to readers — clicks come before rankings.

Final Thoughts

In 2025, anchor text optimisation is less about exact-match keywords and more about building trust, relevance, and usability.

By diversifying your anchors and aligning them with both search intent and user experience, you’ll create a sustainable SEO strategy that keeps your website safe from over-optimisation penalties while improving rankings.

Think of anchor text as a map for both search engines and users — the clearer and more natural the directions, the easier it is to reach your destination.

Would you also like me to suggest an SEO-optimised meta title & description for this blog so it’s fully ready to be published in 2025 standards? Contact us today, your local SEO agency in Ashby .

Featured Snippets: 10 Proven Strategies to Rank in Position Zero

Thu, 09 Sep 2021 13:02:00 GMT

Featured Snippets: 10 Proven Strategies to Rank in Position Zero

Featured snippets have successfully created a buzz in the market. As per the latest reports, feature snippets are mostly displayed in Google search results, more than doubling throughout the year. Even answers given by feature snippets or zero-click searchers are now more than half.

In short, if you want SERPs (Search Engine Results Page) for your content, then you have to learn feature snippets. Although it is easy to learn and execute, you can follow the following strategies for feature snippets.

10 Proven Strategies to rank in position zero

1 - Find out the type of feature snippet you need to rank for:

There are different types of featured snippets in SERPs, so it’s important to know which featured snippet you need to have on your page. There are several featured snippet tools available online to help you find this answer. Our agency uses multiple tools to do this but our preferred tool is SEMRUSH .

2 - Create a new idea with Answer The Public:

Answer The Public is a platform where you can enter your keyword to know the questions people are asking online, and you can create your own content and target your audience through this tool.

3 - Do the formatting of your content according to the right snippet:

Featured snippets are displayed as a paragraph, list, table, or video in which different methods are used to mention feature snippets. Present your feature snippet on your web page in line with the way Google is displaying these snippets to the user.

4 - Optimise content for a specific feature snippet:

First, recognise the type of feature you require for your content; you can add bullet or numbered points. Is it better to focus on question-based queries?

5 - Long-tail keywords and opportunities of features snippet:

These keywords contain three or more focused words by the audience. It is a statistical concept that long-tail keywords are easier to rank for in SERP.

6 - Optimise the Frequently Asked Questions (FAQs) section on your website:

Pay attention to your FAQ section if you are not looking at that. An optimised FAQ page can give better answers to the visitors by SERPs. It helps them to quickly take action.

7 - Have SEO-friendly images and videos on your website:

The majority of the feature snippets are images; however, they do not appear from the same website! In this SERP section, Google uses algorithms of images that are best suited according to the snippet. Make sure your Alt text box on every image explains the image and contains your pages target keyword.

8 - Use HTML semantic tags:

You can increase your ranking chance by using HTML tags like subheader or ordered list, respectively <h2> or <ol>. It describes the appearance of the content on the web page. Whereas semantic HTML5 helps the search engines to centralise their page content within SERPs.

9 - Build the authority for your brand:

Brand authority is the core goal of a featured snippet. 99% of feature snippets appear in the top 10 results of the search list so it’s important that you brand name is clearly displayed within the page URL.

For a better brand authority, you need the following within your website:-

10 - Optimise SEO elements on-page:

In this last step, the website should have good on-page SEO to win the featured snippet. By making sure the following six content areas of on-page SEO on your website are done correctly, you can increase your chances of winning the featured snippet in SERP:

More people are looking at feature snippets than ever before. If you are struggling to understand or implement featured snippets, contact Kangaroo UK today. Our SEO experts will guide you to the support you need.

6 Tips For Optimising CWV and Improving CLS Score

Wed, 23 Jun 2021 11:05:00 GMT

Updated 3rd September 2025

6 Tips to Optimise Core Web Vitals (2025 Update)

Back in 2021, Google’s Core Web Vitals (CWV) framework became a major ranking factor, encouraging site owners to focus on loading speed, interactivity, and visual stability. Originally, the three key metrics were Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS).

Fast forward to 2025, and while CWV is just as important, things have evolved. Most notably, Interaction to Next Paint (INP) has replaced FID as the measure of responsiveness. This update reflects Google’s focus on real-world usability: not just how quickly the first click reacts, but how smoothly all interactions feel.

Core Web Vitals Targets for 2025

If your site scores within the “Good” range across all three, you’re delivering a fast, stable, and responsive experience.

1. Move heavy widgets and embeds below the fold

Widgets like maps, Twitter feeds, and embedded videos often rely on third-party scripts that slow things down.
✔ Place them below the fold.
✔ Use lite embeds for social/video content.
✔ Always add a placeholder container with fixed height/width.

2. Optimise e-commerce layouts

Dynamic elements such as galleries and shopping carts often shift layouts when loading.
✔ Predefine sizes using CSS aspect-ratio or height/width.
✔ Use server-side rendering (SSR) or static rendering for key pages.
✔ Defer secondary content until after the core layout loads.

3. Manage your fonts wisely

Fonts are still a common slowdown if not configured carefully.
✔ Limit to two font families max.
✔ Serve fonts in WOFF2 format.
✔ Apply font-display: swap or optional .
✔ Consider system fonts for body text.

4. Watch your tracking scripts

Tracking can quickly bloat your pages.
✔ Audit tags regularly and remove unused ones.
✔ Consider server-side GTM for leaner load.
✔ Load non-critical scripts asynchronously.

5. Always reserve space for images and ads

Avoid unexpected content jumps that hurt your CLS score.
✔ Define width/height or aspect-ratio for all images.
✔ Use <picture> / srcset for responsive images.
✔ Reserve space for ads/iframes before load.
✔ Limit to one above-the-fold hero image.

6. Prioritise smooth animations

Animations directly affect interactivity scores like INP.
✔ Animate only opacity and transform.
✔ Avoid layout-affecting properties (height, width, margin).
✔ Test menus, accordions, and modals for a snappy feel.

Quick Optimisation Checklist

LCP below 2.5s on average
INP under 200ms for most interactions
CLS under 0.1 across pages
Non-essential widgets loaded below the fold
Fonts optimised (WOFF2 + swap/optional)
Scripts and tracking audited
Image and ad slots reserved with correct dimensions

Final Thoughts

The evolution from FID to INP shows just how seriously Google takes real-world usability. In 2025, optimising for Core Web Vitals is about more than just ticking boxes — it’s about delivering an experience where pages load fast, stay stable, and respond instantly.

If you can keep LCP ≤ 2.5s, INP ≤ 200ms, and CLS ≤ 0.1, you’ll give both Google and your users exactly what they want: a smooth, frustration-free experience. That translates into better rankings, higher user engagement, and improved conversions.

Your SEO, your UX, and your bottom line will all benefit. Call today to speak with one of our SEO specialists.

Amazon Seller Trends to Watch in 2026

Thu, 27 May 2021 14:55:00 GMT

Updated: May 2026

Amazon in 2026 is a very different platform from what it was a few years ago. The marketplace has matured, competition has intensified, and the sellers who are growing are the ones adapting to a new set of rules. AI tools are changing how listings are built and managed, video content is becoming essential for conversions, advertising costs keep climbing, and Amazon is enforcing stricter pricing policies. Here are the trends that matter most for UK sellers this year, and what you should be doing about them.

Is Amazon Getting More Expensive for Sellers?

The short answer is that it depends on how you look at it. Amazon actually reduced fees in 2026, lowering referral fees in several categories and cutting FBA fulfilment costs for parcels. But at the same time, advertising costs continue to rise. According to Marketplace Pulse, over 70% of Amazon sellers now use Amazon Ads to drive visibility, up from roughly 40% five years ago. More advertisers mean more competition for the same ad placements, which pushes CPCs higher.

The practical impact is that organic visibility alone is no longer enough for most sellers. You need a paid advertising strategy alongside your listing optimisation. That does not mean blindly throwing money at Amazon PPC . It means building efficient campaigns that target profitable keywords and monitoring them closely to keep your ACOS under control.

How is AI Changing Amazon Selling?

AI tools are now widely used for product research, keyword optimisation, pricing, and inventory management. Amazon itself has introduced AI-powered listing tools, such as Enhance My Listing, which uses machine learning to suggest improvements to titles, bullets, and descriptions. Third-party tools like Helium 10 and Jungle Scout have integrated AI features that analyse competitor data and predict demand patterns.

For sellers, this means two things. First, the bar for listing quality is rising as more sellers use these tools to optimise their content. A listing you built manually in 2023 is now competing against listings refined by AI-assisted research and copywriting. Second, sellers who combine AI tools with genuine product expertise and a real understanding of customers are outperforming those who rely solely on AI. The tools are powerful, but they are only as good as the strategy behind them.

At Kangaroo UK, we use AI tools as part of our research and analysis process, but every listing we produce is reviewed and refined by our Amazon team. The technology speeds up the data work, but the strategic decisions and the brand voice come from people who understand the client's products and market.

Why Is Video Content Now Essential?

Amazon's algorithm increasingly favours listings with video content. Listings with product videos consistently achieve higher click-through and conversion rates than those with static images alone. This is not surprising when you think about the shopper's experience. A 30-second video showing a product in use answers questions that even the best images cannot.

If you are enrolled in Amazon Brand Registry, you can add video to your product detail pages, your Amazon Brand Story , and your Sponsored Brands campaigns. The good news is that the videos do not need to be cinematic productions. Short, clear product demonstrations filmed on a decent camera or smartphone consistently outperform polished brand films because shoppers want to see the product, not watch an advert.

If you are not using video yet, this is the single easiest way to improve your listing performance in 2026. Start with your best-selling products and work outward.

What Are Amazon's Stricter Pricing Rules?

Amazon has introduced new Amazon pricing rules in spring 2026 that change how your RRP and Was Price are validated. The key change is the 50% rule: if your product sells below its standard price for more than half of a 90-day window, Amazon counts those discounted days when calculating your baseline price. This directly affects your ability to run profitable deals during Prime Day and other events.

For sellers who have been running constant promotions, this is a wake-up call. The days of permanently discounting and then claiming a Prime Day "deal" from an inflated starting point are over. You need a deliberate pricing strategy that protects your baseline in the weeks before major events.

Is Brand Building More Important Than Ever?

Yes. Amazon is rewarding brand-registered sellers with better tools, better ad formats, and better analytics. According to Thunderbit's Amazon FBA Statistics report, over 800,000 brands are now enrolled in Amazon Brand Registry, a 20% increase from the previous year. Sellers with Brand Registry get access to A+ Content, Brand Story, Sponsored Brands ads, Brand Analytics data, and Amazon's new AI listing tools.

The shift is clear: Amazon is moving from a marketplace of anonymous products to a marketplace of recognisable brands. Sellers who invest in building their brand presence on Amazon through quality listings, a consistent visual identity, and a strong Amazon flywheel of reviews and sales velocity are the ones gaining market share.

If you are selling on Amazon without Brand Registry, getting registered should be a priority. It unlocks too many competitive advantages to ignore.

Is Sustainability Affecting Amazon Sales?

Increasingly, yes. Amazon's Climate Pledge Friendly badge is gaining traction among shoppers, particularly in categories such as home, kitchen, grocery, and personal care. Products with sustainability certifications are getting a visible trust signal in search results that competitors without the badge do not have.

This does not mean every seller needs to become an eco-brand overnight. But if your products genuinely have sustainable attributes, whether that is recyclable packaging, organic ingredients, or carbon-neutral manufacturing, getting certified and displaying the badge is a low-effort way to differentiate your listing. Amazon has partnered with multiple certification bodies to make the process straightforward.

What Should UK Sellers Focus On Right Now?

If you are selling on Amazon UK in 2026, here is where to put your energy:

Get your listings to a higher standard. AI-assisted competitors are raising the bar. Every listing needs optimised titles, keyword-rich bullets, A+ Content, Brand Story, and video. If your listing looks the same as it did two years ago, it is falling behind.

Build efficient advertising campaigns. PPC is no longer optional for most sellers. But the goal is profitable campaigns, not just visibility. Track your ACOS, use negative keywords aggressively, and make sure your listings convert before you scale your ad spend.

Protect your pricing baseline. Understand the new pricing rules and plan promotional blackouts before major events. Constant discounting is no longer a viable strategy.

Invest in your brand. Get Brand Registry if you do not have it. Build your Brand Story. Use video. The sellers winning on Amazon in 2026 are the ones shoppers recognise and trust.

Stay on top of fee changes. Amazon updates its fee structure annually. Know your margins, use the Revenue Calculator, and adjust your pricing whenever fees change.

How Can Kangaroo UK Help You Stay Ahead?

Our Amazon account management team stays on top of every platform change, fee update, and policy shift so our clients do not have to. We manage listings, PPC, pricing strategy, Brand Story, A+ Content, and video strategy as part of a single joined-up service. When Amazon changes the rules, we adapt our clients' accounts before the changes take effect.

Want to make sure your Amazon strategy is up to date?

Our Amazon specialists will review your account and show you where the opportunities are.

Book a free Amazon account review or call us on 01530 560177 .

Author

Abhilav Vishwakarma, Amazon Marketplace Leader , Abhilav leads the Amazon team at Kangaroo UK, managing Seller and Vendor Central accounts for brands across the UK. He keeps clients ahead of platform changes, fee updates, and emerging trends so they can focus on growing their business rather than chasing Amazon's latest announcements.

Duda Website Pre-Launch Checklist

Mon, 17 May 2021 11:40:00 GMT

Duda Website Pre-Launch Checklist - What's Involved

A business has a lot to accomplish in a single day. From the world’s most advanced organisations like NASA to the sole trader in your local area, we all use a checklist to stay on top of the tasks at hand, and launching a website is no different as there is so much detail that you cannot overlook.

But what steps do you need to follow when launching a Duda website? Seemingly simple, there are several key steps that you cannot overlook to make the launch a success. Having a clear checklist will enable you to stay on schedule, avoid common mistakes and enhance website security.

What are the essential tasks required for a successful launch? As a web design agency, we have compiled a comprehensive list of things to check before launching your new Duda website, so you don't miss a thing.

What we’re going to talk about:

Review images
Remove hidden pages and sections
Organise your pages
Style the 404 page
Check for mobile compatibility
Perform a cross-browser test
Check the contact form and buttons
Mark the CTAs clearly
Check logos and icons
Design the display with legal notices
Optimise images
Check meta titles and descriptions
Check Alt text, H1 and H2
Check the content and formatting
Check for Google integration
SSL certificate

So let us dive into our tried and tested in-house checklist so you have a successful Duda site launch. Let’s start with the design.

Review images

It all starts with a brilliant design. Crisp, fast-loading images will almost become the identity of the finished website, so it is important to get them right at the very beginning. Ensure your images are compressed and load within the new Core Web Vitals loading time.

Remember to add Alt text so visually impaired visitors can have the text read out to them. and edit them to carry a consistent design theme.

Remove hidden pages and sections

Declutter the backend by deleting unused and hidden pages to give a much-needed performance boost to the website. Also, removing hidden pages and sections will reduce the number of potential errors you may get after the launch. Therefore, clearing the unwanted sections early on could save you hours of work later on.

On the same note, remember to delete original template photos from your content library. Doing so at the early stage will enable you to organise your photo collection in the backend in a logical way that is unique to your website. Removing these also prevents the publication of unrelated images, which can be detrimental to the brand's identity.

Organise your pages

Once you have removed everything you do not need, make sure to organise the content in a logical and easy-to-understand way. Having unfinished pages, broken links, and incomplete sections of the website reflects badly on your brand identity.

The content management system needs to be clear and decluttered for it to be used in an optimal way.

Do not feel that you have to create dozens of pages all at once before the launch. Start and focus on the essential web pages and gradually build more links and pages. Overloading the project with ambitious page numbers could easily delay the completion date and could even distract you from the main focus. Therefore, ensure that you identify the core pages of the website and focus on them. Essential pages at the design stage could include:

Home page – describe your product or service clearly and crisply. This will be the ‘face’ of your business on the internet.
About us page – this is where potential customers get to know who you are. Give details about your brand story and how you want to help them
Services/Products – Provide a clear and impressive description of all the benefits you offer. Stress the reasons you are different from your competitors.
Contact – If you have a physical location, add a map so that customers can easily find you. But phone numbers and email addresses are a must.

Style the 404 page

It is not common to have broken links. However, it is always best to prepare for the worst-case scenario, in case a user enters an incorrect URL. With a custom 404 page, users can know that they are still on your website so that they navigate back to the home page or the page they came from. It just creates a better user experience.

Check for mobile compatibility

We know that most web users now access the internet through their mobile devices. It is, therefore, important that you test the website’s display on mobile, tablet and laptop screens. Google has a smart tool that enables you to test this on the browser with their mobile-friendly test .

Google will only index the mobile version of your website, so make sure you have double-checked every page of your site for a good user experience. As the search engine applies rankings according to user experience, on-page SEO and backlinks. Having these correct from the start will boost your new website's performance.

Perform a cross-browser test

Although most of us use Google Chrome these days, there are plenty of internet users who use other types of web browsers. As a starting point, test the website on the five main browsers as it may not be practical for you to test on every single one out there. The top five browsers are Google Chrome, Safari, Microsoft Edge (formerly Internet Explorer, which is currently being phased out), DuckDuckGo, and Firefox.

There are various tools online to check cross-browser compatibility, but the simplest way is to load each page on the various browsers. Read more on the topic written by code gurus at Mozilla on their blog.

Check the contact form and buttons

Nothing is more frustrating than a dead button on a website. Additionally, this could impact your overall brand image and the message you are trying to convey to your customers. So, make sure to test buttons, links and contact forms before putting the website live.

As with the contact form, you will need to set it in a way that the messages sent through reach you instantly. Most businesses use at least two email addresses to ensure messages are delivered safely. On the same note, double-check the accuracy of the phone number, contact names and email addresses displayed on the contact page.

Mark the CTAs clearly

Despite having an impressive design, it would be futile if the visitor is unsure of what to do next. That’s where your call-to-action (CTA) button helps the visitor take the desired action. Mark them clearly and ensure they are engaging; you could be surprised by the number of responses you may receive.

Similarly, you need to check if the form text colour can be easily read and made out. It is a common mistake to have the background and form text in the colour, which makes everything illegible.

Check logos and icons

Doing a top to bottom on your graphics is essential to produce an immaculate website. All custom-designed icons, logos, and images must be reviewed in accordance with the customer’s project brief.

Make sure you maintain the same design theme throughout and try not to deviate from the original design plan. It is essential to maintain a clear brand identity throughout the website in a consistent way.

Another common omission is not to upload a browser favicon. This is an essential part of the checklist, as it can significantly impact the overall appearance of the finished website.

Design the display with legal notices.

If your website can be accessed in Europe (which is highly likely) you will need to add a banner or pop-up to get consent for the use of web cookies. Additionally, you must inform the user of your privacy policy if you collect any personal data. Make sure all the policy are drafted and in place along with the correct notices on the website.

That’s our checklist for design and UI. But what do you need to do for the website to have a fighting chance on search engines? Below is the bare minimum, and if you want to rank well in Google, you may want to consider hiring an SEO.

Checklist for SEO best practices

Optimise images

In case you could not do so at the design stage, you will need to optimise each image on the website to load faster. If you have large chunks of text, placing a relevant image can help the reader understand the point you are trying to make easily.

Similar to the images, make sure video links are working properly and automatically adjust to the screen size. Search engines analyse the overall user experience when ranking a web page.

Check meta titles and descriptions

This is rather a large area, so if you get it right from the beginning, your website can perform well in the long term. You need to write engaging but relevant meta descriptions for the main website and each web page.

Some of the key metadata you need are:

Site meta description
Site title
Page title
Page meta description
Meta titles
Meta tags
Clean URLs (search engine friendly)

All these factors are relevant in a successful website launch so if you are not sure how to get them right, consider consulting an expert to help you.

Check Alt text, H1 and H2

You only need one H1 per page. Always remember to add alt text to all your images. Without them, the page rank could easily go down, so you will need to insert them in a meaningful way, carefully.

Also, you only need to index the pages you want to be indexed. Redundant pages should be excluded from the index, as they could negatively impact your page rank. All the small tweaks like these can make a big impact on the successful launch and it could even determine the growth of your online journey in the long term.

Check the content and formatting

After the design, ensure your web copy has a profound impact on the website visitor. Lukewarm headlines with indirect information can result in losing visitors within the first few seconds. So, having great content that could convert a visitor into a paying customer is essential before the launch.

On the same note, your content needs to be SEO friendly and error-free. It would be very unprofessional on your brand image to have grammatical and spelling errors in your content. If you have written the text yourself, ask someone else to proofread it so that you can minimise errors.

Check for Google integration

To know how your website is doing after the launch, you will need to add it to Google Analytics. Go to the Admin panel in Google and add the website under User Management with full access.

Also, consider registering the business with Google Business Profile (GMB). GBP is a great way to kickstart your new business project with a little help from Google and its local search results page.

Adding Google Search Console tags also helps your new website to have a head start. Google has a wealth of resources on how to utilise these options on your website, so we recommend reading them as well.

Final steps

There are a few more steps before publication. Although seemingly technical, these are quite simple yet essential steps that you cannot avoid before launching your website.

SSL certificate

This essentially serves as your green light to demonstrate that your website is safe and secure. SSL means Secure Sockets Layer, and the certificate validates your website’s identity, which enables you to transfer data securely through an HTTPS server. All major web hosts provide HTTP.

To conclude

The list can go on, but with these steps, you are on course to launch a flawless website that has a perfect design, is technically sound, and is search engine-friendly.

Kangaroo UK is a web design agency based near Leicester. We are Duda experts and are here to help you navigate the launch of your website.

How to nail B2B content writing - the definitive guide backed by psychology

Thu, 13 May 2021 10:37:00 GMT

How to nail B2B content writing - the definitive guide backed by psychology

Among other subtle methods, language is the primary mode of communication between us humans. When it comes to communicating between businesses, the use of language changes to a direct and relatively formal tone.

However, that does not mean a business should lack light, engaging and light-hearted text to brighten up the reader's day! It is, therefore, essential that an organisation adopts a solid marketing strategy designed specifically for the businesses it intends to work with. The key point being, writing for B2B (Business-to-Business) is very different from writing B2C (Business-to-Consumer) content.

This guide is designed to highlight key differences and guide you in creating content that engages your audience and drives action.

Quick reference guide:

What is B2B content writing?
The psychology behind consumer thinking and the best way to write content
Drafting content for a business audience
Set your company's brand voice and tone
Identify the types of content you need
What are some examples of B2B content?

What is B2B content writing?

The key question to ask here is, who is the customer? If it is an individual, whether they are in the local area or the other side of the world, your content will be B2C.

That means your marketing strategy has to come from a business-to-consumer (B2C) standpoint. If your customer is another business or other organisation, your marketing literature needs to speak to a professional and business audience, B2B. For example, an accountant’s customer is almost always going to be other businesses.

Accordingly, your content needs to reach out to the individuals acting on behalf of those organisations. The key difference here is that in a business setting, the intention is not driven by emotion. Instead, there is great emphasis on productivity, efficiency, return on investment (ROI) and expertise for a deal to take place. Therefore, your content must meet those business goals while remaining compelling and engaging.

The psychology behind consumer thinking and the best way to write content

As already mentioned briefly, individuals are driven by emotions whereas businesses are driven by quantifiable targets. Your writing has to understand this fundamental difference to produce great content for both sets of buyers.

It is worth noting that the same person could perform the function of a business as well as an individual especially when they are not at work. So, a procurement manager browsing through scented candles for their home makes an emotional decision rather than an objective one.

Individual consumers are often after a good bargain and can be influenced by entertainment. This is something to be aware of, as businesses might be put off if the marketing material overdoes the ‘fun’ aspect.

On the other hand, a major driving factor for a business is to be educated. This not to say that individuals do not like education, but they do not want to make a purchase decision based on the education they just had from your marketing content.

In the case of a business, the marking material has to inform, educate and give value. This is where the content writer has to nail the marketing strategy, as the writer’s text can speak to the core problem the business is seeking to overcome.

Drafting content for a business audience

In a business setting, there is likely to be more than one person reading your marketing material before a final decision on the purchase is made.

However, if the target audience is an individual, the decision is most likely to be taken by just one person. Therefore, when writing B2B content, always keep in mind that your information is likely to be read by others in the organisation. More eyes equal more scrutiny!

There is a clear purpose behind a business's purchase decision. That purpose is determined by whether there is a lasting solution for the problem at hand, whether the solution drives more sales and whether the solution builds on a lasting relationship with the company.

The B2B content must subtly address these points without sounding overly promotional. The key to success b2b marketers is to create content that reassures the business that you have the right solution, whilst keeping the reader engaged.

Set your company's brand voice and tone

Setting a brand voice and tone that is instantly identifiable with your organisation goes a long way when building B2B relationships. Other businesses like to see a unique and consistent voice throughout the marketing material you may use.

But what is a brand voice and how do you get it right?

Brand voice is where you add colour and character to the entire operation. It can be done by way of adjectives to describe your main qualities as a business. Ask the question whether your brand is warm, serious, funny or edgy. It is worth noting that the brand voice has to be consistent throughout all the marketing material.

The tone is somewhat different, as it can vary depending on the buyer persona. Essentially, this is how your brand personality comes across in a piece of content. The tone can be adjusted to the buyer persona you are targeting so it is more flexible when compared with the brand voice.

Offering a special promotion, writing an instruction guide, or writing for a customer survey all require a unique tone to address that particular situation. However, your voice remains consistent while you adjust the tone according to the customer scenario you are faced with.

Identify the types of content you need

Depending on the product or service you offer, your content requirements may differ from your competitors. Besides, it is not a good idea to replicate the strategies used by your competitors without applying them to your brand voice.

Everything you write and say, even the platforms you use, can affect the brand personality. So, it is important to know where to publish your A+ content.

A direct way to connect with your buyer persona is through a blog post. This is one of the best ways to demonstrate your brand’s attributes. The buyer has already made a connection by seeing your logo, design, colours and branding so the content only needs to add the cherry on top.

Generally, a blog post should solve key questions the customers may have. In short, the content has to add value to and provide a solution so that the reader feels that your brand is a good place for a B2B relationship in the future, even if they do not want to work with you at the moment.

If you have numerous products, publishing press releases can also be effective in capturing the attention of your target audience. Almost everyone in business follows some sort of news feed related to their industry. So, it is ideal to launch new products and market them in press releases. These can be published on social media, local news outlets and community groups.

Another useful type of content you can use in B2B marketing is white papers and eBooks. These are relatively long-form and is intended to educate and inform the reader. Usually, it is a good idea to give these guides as a free token in exchange for their email address so that you can amplify your marketing efforts later on once the business client has gone through your free resource.

Genuine case studies are effective in boosting confidence and adding a human touch to the marketing strategy. Real-life examples go a long way as we humans like to read other success stories of people who have faced a similar problem to theirs on a previous occasion. Therefore, drafting real-life case studies with clear solutions can boost your reach to other businesses.

What are some examples of B2B content?

MYOB

This is a SaaS (Software as a Service) system designed to help businesses in Australia and New Zealand manage their finances effectively. Their primary focus is to educate and help solve accounting and bookkeeping problems businesses have. The solution is sometimes interconnected with the SaaS solution they offer, but it is not necessarily always the case.

The company targets two main buyer personas. The first is a small business with fresh beginnings or a limited budget, while the second is a large company that is thirsty to expand. In both scenarios, MYOB provides solutions to the key questions both these buyers have in their Tax Time information centre.

HubSpot

Cited as a great authority in content marketing, HubSpot’s B2B strategy revolves around helping businesses to reach new audiences in the digital marketing world. Their content is rich and authoritative with detailed guidance on social media management tools, lead generation, and other marketing tools to businesses and organisations.

Just like MYOB, the content they offer as guidance is primarily linked with the solution they offer. In essence, all these free guides are intended to add real value to the reader – even if they do not choose HubSpot as their marketing solution. There are multiple platforms utilised by this marketing software company and some of them include

eBooks
White papers
Templates
Videos
Blog articles
Checklists

Wistia

This is one prime example of a business that maintains the human touch at its core in its marketing. As a video hosting platform, the Wistia team communicates directly with every business customer in an incredibly innovative way. The brand personality revolves around dogs and they maintain that tone effortlessly on their Instagram page.

Having a fun element allows them to seamlessly promote their business solution, which is to host visual content for other businesses.

The last word!

At Kangaroo UK, we are a team of marketers and content writers with a mission to help businesses like yours reach their full potential. We hope you were able to understand the logic and psychology behind personal thinking and how those patterns affect the purchase decision. If you would like to discuss more B2B content writing, speak to one of our SEO Content Marketing experts today!

Goodbye Internet Explorer!

Fri, 07 May 2021 11:37:00 GMT

Goodbye Internet Explorer!

With the internet forever evolving. It's natural that things will come and go. The same goes for Internet Explorer (IE). 11 versions of Internet Explorer (IE) have been and gone and we are now in the era of Microsoft Edge (ME).

Naturally, as things evolve and update. Older versions become useless and no longer supported. On June 1st, Duda will stop supporting sites on Internet Explorer (IE). This follows Microsoft's decision to stop supporting the browser.

We at Kangaroo recommend switching to an alternate browser. A few of our recommendations include: Google Chrome, Mozilla Firefox, Safari and Microsoft Edge. By switching browsers we can guarantee you full Duda support.

Considerations

If an issue you are experiencing in a certain browser cannot be replicated in a different browser, make sure the main browser you are working with has been updated to the latest version.
Display may vary between browsers. For example, fonts do not always render in the same way between browsers. This is not something that can be controlled inside your editor and has to do with the ways browsers function.
Beta versions of supported browsers are not supported.
If there are issues with the editor in a certain browser, make sure they aren't caused by extensions that have been installed in the browsers.
In order for the editor to function properly in the browser, JavaScript must be enabled.
TLS 1.2 and higher is supported.

Local Business Schema - What is it and why is it so important?

Wed, 28 Apr 2021 09:13:00 GMT

What is Local Business Schema, and why is it so important?

Local Business Scheme helps your site become more discoverable with search engines. This quick, simple and easy to use API is now available in your Duda website 'Content Library'.

Local Business Schema provides search engines with structured data such as NAP (Name, Address and Phone Number) in a format that search engins can read and understand. Local Business Schema also helps with 'near me' search results and map results.

How does it work?

The aim of this Bitesize Tip is to educate you on how the Local Business Schema works. The new Duda API allows you to use data in the site Content Library to generate a Local Business Schema for the site.

Below are the steps you need to take to enable the Schema API:

You will need to have an account that enables API.
Fill the site Content Library with the information below. (Only the first 3 fields are mandatory for the API to work, but all fields are recommended, and ensuring they are filled will improve the schema).
Enable schema via the Update Site API by setting the local_business schema to be enabled.

If you're enabling schema across any website, you'll need to republish your website to make sure the changes you've made are live.

If you're republishing via the API, please take note of the our API rate limits .

Introducing Duda on the Go

Mon, 12 Apr 2021 16:03:00 GMT

Introducing Duda on the Go

Introducing Duda on the Go! The quick and easy way to edit your website by going through the Kangaroo UK website. In this blog we talk about how to access Duda on the Go and how it works.

With the mobile version of the editor, you are no longer limited to editing your sites on laptops or personal computers and can now edit your site on a mobile or tablet.

If your phone number has just changed or you need to upload the image you have taken with your phone camera, you can edit your site on your device to make changes to your site.

With the help of the mobile version of the editor you can use your mobile devices to make changes to text, images, buttons and links on the sites you have created and designed on your desktop computer.

Although the mobile version does not offer all the tools and editing equipment available in the desktop version, a significant advantage of Duda on the Go is that it makes it easier than ever to quickly make adjustments to your site, regardless of the device you are using.

How to access Duda on the Go

Accessing Duda on the Go is very straightforward! Head over to the Kangaroo UK website and in the header (on desktop) and in the drop down menu (on mobile). There is a button which says “Client Website Login”. Click on this and it will take you to a login portal asking for your login credentials.

Simply log in and you will then have access to the full ‘Duda on the Go suite’. At this moment in time the editing facilities are limited to; Text, Image, Photo Gallery, Image Slider, and Click-to-action widgets. More functions are due to be added as time goes on. In the meantime, these features are perfect for making basic changes to your website whilst you are out and about.

Monitoring Site Activity

Would you like to be able to check the flow of visitors to your website? Well, with ‘Duda on the Go’, it allows you to do this! You can track website visitors as well as contact form responses. However, you will see data from all devices collated into one number, rather than seeing the individual numbers from each device.

Accessing site data

Tap the overflow icon (three vertical dots) to the right of your site in the dashboard and select stats from the Site Actions drop-down menu.

Alternatively, tap the overflow icon in the bottom right corner while editing your site to open the Site Info menu and select stats.

From here you will be able to view the statistics of your website. This is a very handy tool to have at your disposal for your business.

SEO Content Writing - How to create engaging blog posts?

Fri, 09 Apr 2021 16:20:00 GMT

SEO Content Writing - How to create engaging blog posts?

Publishers, bloggers, and writers love to write content that ranks, informs and inspires readers to take action. Does that mean every article that gets published will become an instant internet sensation? This is certainly not the case, as the vast majority of content is not SEO-friendly. Therefore, you need to master the techniques on how to write engaging Search Engine Optimised content that attracts your target audience (traffic) to your blog post.

To achieve this, you must be aware of the important ranking factors before developing your content strategy. This will give your content a chance to land on the first page of Google. After all, no one wants their website or content to be lost in the middle pages of Google search results.

This famous quote perfectly summarises the predicament of many publishers: “There is no better grave for content than the second page of Google.”

So, writing compelling content with SEO optimisation techniques is a pivotal consideration. However, you can only do this when you are well aware of the objectives of your article. Try to write content that encourages visitors to spend more time on the site. The idea is to drive people to your website, engage them with your content and ultimately convert them into paying customers.

SEO writing - writing SEO friendly content?

Before you start writing, it's vital to do your keyword research. There are many tools and AI software that can help you search for trending topics, words, and phrases. We use SEMRUSH , Moz , Ahrefs , Sistrix to name a few. Mainly, there are two techniques through which bloggers can grab the reader’s attention:

Organic visitors
Paid engagement

It requires time and effort from you as the writer and technical knowledge of the SEO professional to attract organic traffic to your piece of content. On the other hand, you have the option of driving traffic by running paid adverts. It is an easier way to get people's attention. But this is only a temporary solution and does not offer long-term results. To achieve stable, long-term results, follow these techniques.

Do your initial research

Before setting off, you need to find a topic that can bring more traffic. The topic can vary according to the niche in which you are writing. For instance, if you write about DIY products, then research the monthly traffic for the topic areas surrounding DIY products.

Report-generating tools like Ahrefs help to identify the minimum and maximum search volume per topic area. So, make sure to research before writing!

Quick tip

Take a topic that interests you and generate a detailed report. It will help to see the average monthly traffic and difficulty score of the subject. After finding the competition level for that particular topic, you will be equipped to see whether your article is likely to be a success on the internet. Remember, just because you have a topic does not mean you will rank high. And always consult a reputable SEO agency to get impartial advice on your project.

Analyse the search intent of the end-user

Google's algorithms aim to show search results based on the end user’s (i.e. yours and mine) intention. Sometimes, people write vague terms in the search bar.

However, Google cleverly detects the actual meaning of those terms and displays the related results. This is called search intent. Before writing content, it is vital to decide the search intent.

There are three C's of search intent

Content-type: Before writing for SEO, run a search in Google and see whether all ranked pages are blog posts, product pages, how-to guides, product comparisons or something else. If all the ranked pages are different, you need to change the subject because your search intent isn't right.

Content Format: Now, try to understand the format that most top-ranking pages follow. It is vital to see whether they are writing "how-to" or "promotional" posts.

Content angle: Then, examine the blog post's title to gauge the level of the person searching for the topic. Decide whether you are going to write for experts or beginners. This will enable you to see whether your post is going to offer a quick solution or not.

Know about the data-driven element

Google’s algorithms understand and categorise each piece of content based on its quality. So, you need to address all critical points that appeal to a real human. Never forget that you are writing for a human reader, as the AI systems are always on the lookout to ‘humanise’ their tools. Here are some tips that help to drive more traffic:

Include images in the content
Take care of the keyword density (that is, between 2%-5%)
Avoid overusing keywords
Divide content into small paragraphs
Use headings and subheadings

All of this is designed to enhance the readability of the average internet user. In turn, your hard work will satisfy the algorithm.

Convince people to take action

It is essential to have a catchy headline and meta description that inspires people to click on it and then start reading. According to a recent survey, around 80% of people access the content by reading subheadings. So, try to include catchy headers to make it more appealing to readers.

People do not click on boring headlines. For example, ‘7 proven ways to decorate your cabinet on a tiny budget’ is more likely to be clicked compared to ‘cabinet decoration techniques’.

Structure of the content

The structure of the content also plays a vital role in winning customers. So, try to engage your readers by following this simple yet effective AIDA formula:

Attention - good headlines attract attention
Interest - talk about a topic your target audience will be interested in
Desire - encourage your potential customers to want to learn more about the topic
Action - create downloads, videos and sign-up forms for the reader to learn more

Grab the reader's attention and foster a desire by using catchy examples and headers. Action will follow.

Finally, convince the reader to do something or ‘call to action’. This could be anything from purchasing a product on your website to signing up for your newsletter.

Final tips for writing good SEO content

Remember, content is king, so always produce quality work.
Make the content easy to understand and write in simple language.
Use bullet points to grab the attention.
Include link building in your content marketing post.
Add transition words like "However, thus," etc., to improve the readability.
Don't add "fluff".
Add quotes to make it more attractive.
Get feedback on your writing to understand its effectiveness.
Add your keyword to your meta descriptions.

Search engines like Google rely on you to provide well-structured content that is search engine optimised and useful to the audience. If you need help writing content or choosing the right keyword cluster, then contact our SEO experts here at Kangaroo UK.

What is a responsive web design and why you should care?

Fri, 09 Apr 2021 16:20:00 GMT

What is a responsive web design, and why should you care?

According to recent data, a staggering 78% of us use a mobile device to access the internet. To put that into context, just three years ago (that is in 2018), 72% of the population used a smartphone as the most common device to access the internet.

When compared with the data in 2013, that’s a massive 53% increase! Therefore, it is clear that how we access the internet has become so diverse that computers are no longer the primary device we use to access information online.

This is where responsive web design becomes crucial for businesses, not just in Leicester, but for companies of all sizes worldwide. The key for anyone embarking on a new web design project is to ensure that their website loads seamlessly on all devices. So, how can you be sure your website will have a responsive design?

The definition of ‘responsive web design’

In simple terms, a website is said to have a responsive design if it can adapt to the user's screen. The web page should be able to automatically adjust to the screen size of smartphones, tablets, notebooks, laptops, or desktops without issue.

It is the web designer’s skill and technical know-how that will determine whether a website is responsive or not. During the development stage, there are many layers of technical design that need to be followed to enable dynamic changes to the appearance of a website.

The result will be a responsive website that will change its appearance depending on the screen size and orientation of the device being used to view it.

Key components of responsive web design

The term responsive web design was first brought to light by Ethan Marcotte way back in 2010.

Three key components encompass this broad term, although we do not intend to get into too technical details, as most of us are not coders or designers:

The first component is the fluid grids. It essentially attempts to align all the elements of a webpage with the browser’s default type size. Back in the day, there was a lot of complex coding behind each page to make it responsive.

The second component is fluid images. This simple technique sets the maximum width of an image to 100%, making the image scale down to a smaller size if the containing column of that image becomes narrower than the image's intrinsic size.

The smart thing about this technique is that it never grows larger. With this option, an image can scale down to fit in a flexibly sized column, rather than overflow it. It will never grow larger and become pixelated if the column becomes wider than the image, which maintains the image quality unaltered.

The third component is the media query, which enables layouts using JavaScript. Rather than having one layout for all screen sizes, the layout could be changed. Sidebars could be repositioned for the smaller screen, or an alternative navigation option could be displayed.

How does the screen size affect a responsive design?

Even with a single device type, such as a smartphone, there are a dozen different screen sizes for which websites need to adjust their display. Most web designers use clever tools to make a website compatible with almost any screen size.

Here are the most commonly used screen sizes in pixels:

Standard smartphone: 360 x 720
iPhone X: 375 x 812
Standard tablet: 768 x 1024
15.6-inch laptop: 1366 x 768
High-resolution monitor: 1920 x 1080

As we access websites on smartphones more than ever before, it is important to make a business website compatible with as many devices as possible. For example, the image on the left is where the design does not include responsive coding, whereas the image on the right seamlessly fits on a mobile screen.

Therefore, your website must meet the needs of the varying screen resolutions of all these devices. But is it worth the extra effort and cost to make your website fully responsive?

Responsive web design matters, and here’s why

The obvious answer was given in the Office of National Statistics data mentioned above. Local businesses cannot overlook the fact that their users are accessing information about products and services on mobile devices. Having a website set for just one screen type could be fatal for generating more leads and sales, especially if the business is relatively new.

The second most important reason is that illegible texts and images give a poor impression of your brand identity. A business needs to present its best face on the web to showcase its capabilities to customers, business partners, and contractors. Without a professional outlook, you are risking the future of your brand success.

That is why you need to have a professional website design service to have a comprehensive design strategy if your business is based in the Midlands or surrounding counties.

Closely linked to the above, a third reason is that a non-responsive website creates a bad user experience. And as more than half of search engine traffic originates from mobile devices , a fixed webpage would put off most mobile users. Therefore, to appeal to a wider audience, your website needs to have a responsive design.

As with most things in the tech world, it all comes down to finances. Over the last few years, mobile devices have become the primary source of advertising revenue. Even as we gradually move out of the lockdown, the mobile phone advertising market is estimated at $91 billion!

Practical points to discuss with your web designer

Opting for a Duda website over a custom-designed one can be quick and cost-effective. However, ensure that you verify with your developers that the Duda theme is fully responsive and meets the needs of mobile devices.

Things to look out for

Three key elements define a website's responsiveness.

First is the responsive design layout. Developers will test the layout of the web page that will be viewed i.e. portrait or landscape. Also, there will be a lot of testing to optimise the size, pixel range and balance of each page.

Secondly, videos and responsive images need to fit seamlessly into any screen size. Most YouTube video codes do respond to the existing coding of a web page. However, you should exercise greater caution when using custom videos or high-resolution images on your website.

Lastly, sometimes overlooked by many, is typography. The font size of the website should be compatible with the parent page width, so it can adapt to the screen of the mobile device and be easily readable.

Here at Kangaroo UK, the sites we build are all mobile-friendly by default. This is because we strive to deliver the best results for each customer, regardless of the web design options they choose. In case the above sounded too ‘techy’, do speak to our specialist design consultants, and we will take you through all the essential parts of a responsive website.

Things to look for when finding a Local SEO service

Wed, 31 Mar 2021 09:21:00 GMT

What to look for when finding a Local SEO service

Being found on Google has become so important for local businesses all over the globe in recent years. From London to Australia, businesses are competing hard on Google to be listed on the first page of the search engine. In a post-pandemic era, there is more emphasis on local marketing and a higher reliance on local goods and services than ever before.

Therefore, finding a local SEO company has become ever more relevant for businesses of all sizes. We take you through a comprehensive list of things you need to look out for and avoid when choosing a local SEO company. Let’s find out how to pick the best local SEO company that fits with your business.

Why is Local SEO important?

According to research in the search engine industry, the number of people searching for local places without the phrase "near me" has increased by 150%.

There is a significant shift towards including location names in search queries, such as postcodes, town names, and county names. The primary reason for this shift is that people intuitively know the search results will be relevant to their locality.

All of this is down to their mobile phone, which makes it easy for the search engine to suggest local places with pinpoint accuracy. This is truly fascinating for businesses and internet users alike. Further research suggests that local search trends are certainly on the rise. Therefore, as a business, what must you do (and not do) to rank high in local search results? It starts by choosing the right local SEO company.

Where does Local SEO show up in search results?

Local SEO SERP (Search Engine Results Page) after entering your query, which includes the following terms:

Town
City
Postcode
Near me
Or, the search query indicates you are looking for a local solution

Google and Bing will display a local search results page, indicated by a local map listing appearing on page one. Within the organic listings, your business will also become visible via local citation listings.

Benefits of hiring a Local SEO company

The community you live in knows the value of shopping local, and with the COVID-19 hurdles, UK giants like Barclays Bank, Google and PayPal are supporting local communities to thrive and support each other. One key benefit in working with a local company, be it an SEO company or other service, is that you do not have to worry about competing with the multinational corporate giants. There are 100s of potential customers looking to start a long-lasting relationship with a local business.

A local search engine optimisation company will build you an SEO strategy that will not only increase your ranking visibility to potential new clients on the web. The agency will also help you build trust with Google and manage all your business name, address, and listing citations across the web. More importantly, it could be mutually beneficial for you and Google, as Google’s algorithm loves local collaborations.

There are other added benefits too:

Increased footfall if you have a store
Tradespeople can find work within specific locations
Increase and improve sales
Increase calls to your business
Boost website traffic
Get more leads from a wider audience
Makes you more visible (and known) in the locality
Gain loyal customers
Relatively easy competition as there are no corporate giants in your way
Build trust within the community

The rise of ‘near me’ searches

‘Micro-moments’, as Google calls them, are intent-based moments when a user resorts to their device to search for a certain need they have. These can include things or places the user needs to know, go, do, or buy.

Businesses that work with local SEO companies have a clear edge in achieving long-term success with these micro-moments. So, what do you need to do and, importantly, avoid finding the right local SEO company to support your business?

Going Local is the way forward

As with any successful business, a good local SEO company should demonstrate the same qualities that make a successful business in its own right.

Let’s take a look at what you need to do when considering a local SEO company to support your business. They are the essential characteristics of a good SEO expert, so review them carefully before making a decision. A local SEO company need to:

1. Be realistic

An experienced SEO expert will not promise to get you on the first page of Google in the first meeting. They know that there will be a lot of work to do on your website before talking about the glittering results.

Of course, having measurable objectives is a must, but never get mystified by alluring promises at the beginning. Be realistic, ranking locally could take between 4 and 6 months, depending upon your online competition; ranking any sooner is just a bonus.

A local SEO expert should set a realistic target for performance, allowing success to be measured and delivered sustainably. As the old saying goes, the walls can go up quickly, and they come down even faster! Therefore, you need to have an SEO campaign that aligns with your business goals in a structured and planned manner.

2. Up-to-date with Google’s guidelines

Being up-to-date with algorithm changes will not only help you to reach new heights but also allow your business to avoid costly and redundant tactics. Your local SEO company should lead and stay abreast with the changes that take place in the search engine industry.

There will always be discretion in the tactics being used, but the SEO experts should be able to explain to you the technical changes that have been implemented on your website and the changes in the recent algorithm.

3. Knowledgeable geeks

The local SEO company you choose should have at least a few years of experience running successful SEO campaigns on behalf of other local businesses. The size of the SEO company is not the issue here, as freelancers and small local SEO services are also capable of delivering great results.

The key focus is whether they know what they are doing and whether you are getting value for money. Your online success needs to be measured in clear terms so that you and the SEO expert know where the campaign is heading.

4. Communication

This is true to any business. If the SEO expert is keeping you in the dark for an unreasonably long time, it may be a sign that the campaign is not heading in the right direction.

However, because you are working with an established SEO agency, they should have the option to send you success reports regularly. That said, it’s good to agree at the outset how you want your progress to be communicated.

5. Consistent results

A local SEO agency with plenty of experience should be able to optimise your business in the local area from the beginning. With tight budgets and busy schedules, many local businesses have little time and money to spend on SEOs.

An agency with plenty of experience understands your goals and produces consistent results throughout the campaign. However, because your focus is local, you may have to be patient until you reap the full benefits.

As a local SEO agency in Leicester, Kangaroo UK can help your business reach new heights in Google and Bing search results. Contact us today!

Core Web Vitals & Page Experience Update - Your Guide

Wed, 31 Mar 2021 09:21:00 GMT

Core Web Vitals "Page Experience" Ranking Update - Your Guide

As most SEO Agencies were aware over the past year, Google had a long-awaited plan to update its official page experience ranking factors. An official date of mid June 2021 has been announced for the start of the official rollout of this new core update and Google are estimating it will take two months to complete.

This core update is different! The measurement is taken from CrUX (Chrome User Experience) which is LIVE from real users accessing your website using their mobile phones via the Google Chrome browser, and not Google Bots, and at the end of it gives your site a score.

According to Google, significant weight will be attributed to the new core update, and if your website fails these core factors your website will be significantly impacted in organic SERP (Search Engine Results Page). So below we've set out everything you need to know about core web vitals to enable you to stay on top of Google’s latest update.

Quick Highlights:

The rollout starts in mid-June and will take approximately two months to complete the update.
Updates are done on a 28-day rolling cycle.
Measured using CrUX (Chrome User Experience) data - this is data from real mobile phone users on a Chrome browser.
You don't have to be the fastest website; your website just needs to be fast.
Key measurements:
Largest Content Paint (LCP) 2.5 Sec.
First Input Delay (FID) 100 ms
Cumulative Layout Shift (CLS) 0.1
This is not a Core Algorithm Update that will majorly affect your rankings.

What are core web vitals?

Core Web Vitals are a set of metrics related to speed, responsiveness and visual stability. Google has defined these as the Core Web Vitals:

In essence, this is the fancy term used by Google to name the real-world experience metrics. The term encompasses performance factors such as how quickly a web page loads, how quickly it becomes stable, and how quickly the user can interact with the page. This update is all about speed and user experience compared to previous algorithm updates.
Another key component of the update is the enhanced user experience per device. Depending on the device being used, what is the experience like in terms of speed and usability? Also known as page experience signals, these are separate from the text and images on the page. For example, mobile-friendliness, HTTPS, and intrusive interstitials (or pop-ups) are relevant factors in this latest update. There is a greater focus on the user experience on the webpage. In other words, Google will see how usable and pleasant it is to use the web page, before moving on to text and images.

How will core web vitals impact ranking?

This core web vitals update will affect all regular search results, including mobile and desktop search results. Also, these are going to be key criteria for Top Stories Carousel and Google News. This means that if two websites ranked for the same content the site that meets the web vitals criteria will be ranked higher.
As some of us already know, AMP (Accelerated Mobile Speed) cache is no longer a requirement, although it was previously the main factor to look out for. However, with the update coming out in June 2021, you should meet the minimum requirement of core web vitals (hopefully) you should be safe.

When will Google rank for core web vitals?

There was much speculation throughout last year (2020) about when this big release might come into effect. Google’s official announcement back in May 2020 was that it would be released sometime in 2021 due to COVID-19, as they pushed it back for six months. But then, back in November 2020, Google formally announced the update would be rolled out in May 2021 .

However, towards the end of April, Google's Jon Muller then announced that this date has been extended again, starting mid-June and will take two months to fully roll out on a per-page basis.

We also know that once the rollout starts, your website will be monitored on a rolling 28-day period.

Ranking factor change – how big a change is it, and how much do I need to worry?

Google has hundreds of ranking signals, so the impact from changing just one signal, like Core Web Vitals, is not significant. The website is assessed alongside many other ranking factors and this latest update is just one amongst the many. Having said that, if the website is poor in experience metrics, for example, there will be an impact and you will need to get some work done.

Consider the online market environment or industry in which you operate. The more the competition, the severe the impact these changes will likely have on your website. According to Google, 24% of users are less likely to abandon the website for those pages that meet these thresholds in core web vitals. Therefore, it is a crucial factor in increasing traffic and enhancing the user experience.

The important thing to remember here is that this update is NOT a 'Core' update. If you get hit with a 'Core' update, you either gain or lose ranking position.

The secret formula to pass Core Web Vitals criteria

There are a few important ranking criteria you need to master so that your website can rank high with Google’s latest update. Let’s take a look at them one by one.

Largest contentful paint (or LCP)

The Largest Contentful Paint (LCP) is the time it takes a page to load from the perspective of an actual user. In other words, it’s the time from clicking on a link to seeing the majority of the content on-screen.

The page load speed is influenced by the render time, largest image, video, text in the viewport. Features such as videotext can affect how fast does it takes to finish loading.

Other factors like server speed, CSS, Javascript and client-side rendering can all play a part. Largest Contentful Paint (LCP): measures loading performance. To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.

First Input Delay (FID)

First Input Delay (FID) measures how quickly a page becomes interactive. FID measures: the time it takes for a user to interact with your page. Here are some examples of interactions a user could take:

Choosing an option from a menu
Clicking on a link in the site’s navigation
Entering your email into a field
Opening up “accordion text” on mobile devices

Google considers FID important because it takes into account how real-life users interact with websites.

First Input Delay (FID): measures interactivity. To provide a good user experience, pages should have an FID of less than 100 milliseconds.

Cumulative Layout Shift (CLS)

This is how Google explains CLS : “Have you ever been reading an article online when something suddenly changes on the page? Without warning, the text moves, and you've lost your place. Or even worse: you're about to tap a link or a button, but in the instant before your finger lands—BOOM—the link moves, and you end up clicking something else!”

So basically CLS is how stable a page is as it loads (aka “visual stability”). In other words: if elements on your page move around as the page loads, then you’ve got a high CLS. Which is bad.

Essentially how fast the page becomes stable. For example, we've all experienced frustration on a website where everything seems to have fully loaded ok and when we click a button or field, the layout changes at the last second and we are taken to somewhere else! This is called an unexpected layout shift – resulting in poor user experience (UX) and Google doesn't like poor UX.

An important factor site owners need to watch out for in the layout is when image sizes are not defined. They need to be predefined in HTML to avoid last-minute layout changes on the page.

Cumulative Layout Shift (CLS): measures visual stability. To provide a good user experience, pages should maintain a CLS of less than 0.1.

How do you measure your performance with core web vitals and fix them?
The best place is Google Search Console and there is a tool for report generation. This will tell you all the problems on your site, and Google has made it very simple in the report on the areas that need attention.

Check the URLs you have on your website, for example. The report categorises them into three stages: poor, needs improvement, and good. If your URLs are poor or need improvement, you need to investigate and fix them.

Every report in the Search Console links to Page Speed Insights. This is one of the most important tools for fixing your problems and optimising. There are other tools available on the web to help you fix issues, such as Lighthouse, Chrome DevTools, and the Crux API, which can assist in identifying how your site performs in terms of core web vitals.

These can be somewhat technical and you need to address each of these criteria carefully to make your website perform better in Google search results, so you may need expert help. Kangaroo UK is an SEO Agency based in Leicester. Should you need technical SEO support, feel free to reach out and talk to our SEO experts.

Tools we recommend using to check for Core Web Vitals

New information is constantly emerging. Naturally, we will continue to keep this post updated. Should you wish to understand the topic in more detail, please follow these reference links below supplied by Google:

Page experience update - https://goo.gle/3dIxxfq Core Web Vitals & Page Experience FAQs - https://goo.gle/2QoxV9U The Almost-Complete Guide to Cumulative Layout Shift - https://goo.gle/3v9o86k

How to Write Content for SEO

Thu, 11 Mar 2021 11:12:00 GMT

How to write content for SEO

The SEOs Dilemma

As an SEO agency, one of the most common questions clients ask us is to produce SEO content that will rank organically online. However, most SEO writing professionals lack sufficient knowledge of the client’s business. For example, we might not have enough details about businesses like restaurants or artists. Yet we have to meet strict deadlines and produce in-depth content. So how would you write (or give instructions to write) meaningful content that is fit for purpose?

In this article, we share our SEO agency’s secrets in a step-by-step guide so that you, too, can write valuable content that will rank.

SEO, the short form for ‘Search Engine Optimisation’, is a fairly misunderstood topic. But once you know how to optimise your content, SEO writing becomes magical and enables you to rank and reach a larger audience. We will take you through the tips and tricks on how to create good quality content that could become an internet ‘hit’ online.

Your Time is Valuable

We find the most difficult issue for small businesses is time. Business owners must manage their businesses and keep up with daily demands. However, to be successful online, businesses need to create quality content that adds value – something the reader can take away for free. Some people call it ‘Unique Content’ where the reader is educated to make an informed decision or encouraged to take action.

The best way to obtain high-quality content is to have a content writer create the text and then perform the SEO writing afterwards. There are numerous copywriting firms and freelance writers available, offering a bewildering array of choices.

However, if you are starting your online journey afresh, this can be a rather costly process if you do not have contacts with copywriters. We advise you to talk to your SEO agency first, as they already have close connections with copywriters they trust. It could save you a fortune!

I don’t have the budget for a writer, so how to write SEO content for myself?

This is where we get into the nitty-gritty of SEO writing! Below is a step-by-step guide on how to write SEO friendly content like a pro.

Step 1: Choose a Title - Title Tag

First, select a topic. Having a clear idea about what you want to write about is essential. If you do not have any idea, think about what your customers might find useful, or what questions your customers mostly ask. For example, if you have a bike shop, take the topic 'bike safety'. This will also become your page title tag and your focus keyword or keyphrase.

Step 2: What are people searching for online - Search Intent

You then need to consider what people are searching for on Google related to the topic. Type in ‘bike safety’ on Google and see what results you get! This is called 'search intent'.

Step 3: Search Results - People Also Ask

Since our topic is very generic, how do we know what people have in mind when searching for this phrase? The easiest way to find this out is by looking at the section 'people also ask’ on Google search. When you read those suggestions, you will have a better understanding of people’s queries, which in turn will help expand your content.

Search Engine | People Also Asked search result

Step 4: Choose an exciting topic - Mind Map

Scroll down the page and read all the suggestions and search results to make a mind map for your content. We researched ‘bike safety’, and we are now equipped to outline and expand on the topic by following the suggestions provided by 'People Also Ask' and other search results.

Remember your objective – you want to write a piece of content that could be an instant hit and rank highly. Be warned, mundane topics are unlikely to rank on the first page of Google!

Step 5: Create authoritative content - 'Citations'

Citations will add value to your content, so try to add them to make it more authoritative. It’s just like how we reference our work in college or university – except this is on a website. If you want to know more details about citations, visit: https://www.plagiarism.org/article/what-is-citation

Step 6 Position Zero - Featured Snippet

Read and analyse the text in the featured snippet section of the page as they provide short answers to certain relevant questions people ask on the topic. But what is a ‘snippet’?

A featured snippet is a short extract of text that shows at the top of Google search engine results to provide a prompt answer to people’s queries. This is also referred to as 'Position Zero' to SEO experts. The common types of featured snippets are definitions, lists, tables, and steps.

Once you have an understanding of what people search for, you can build on the phrase ‘bike safety’ and grow your content around the title tag.

How to further expand your content?

The featured snippet is not the complete answer, so you need to provide more detailed content on the topic. You can also benefit from NLP (natural language processing) technologies, which is a form of AI. It extracts the meaning of human languages to make decisions based on that information. It helps you expand and add value to your content. www.dandelion.eu is a great free tool that can help you expand your topic area.

Coming back to our example topic, we can now expand the content by asking common (and important) questions like ‘why is bike safety important’? Readers might not know the technical jargon in the answer, so entity extraction is ideal to help you build on the content. Dandelion API will extract the meaning from unstructured text and put it into context with a simple API.

Create a Novel Research

When you write the article, make sure to research the topic thoroughly. You can follow Google Trends to stay up to date with the latest information. The article needs to be accurate, rich in stats, and cite authoritative work from professionals.

Add practical examples like bike cameras in your article to make it more realistic and engaging for the reader. Additionally, include references and links to other sites where users can find authentic and detailed information.

OK, what’s next?

After you add the meat around the bones, revise the relevant content to keep readers engaged and focused on the point.

You will need to:

Use the right terminology relevant to your topic – for example, ‘hand signals’ in bike safety.
Use the actual language used in the topic area you are writing – do not create your own.
Keep your content quality high. The Hemingway App is a straightforward and useful tool to help you craft high-quality content.

Once you have polished your content, let the world know that you have created this piece of writing backed by research. Always remember to put citations where necessary. You can search for citations online as Wikipedia is full of tons of citations. After a final review, send the article to your SEO specialist to optimise it and get it published.

Last step Meta Description

Write an enticing meta description and send this to your SEO agency.

A meta description is an HTML element that describes and summarises the contents of your page for the benefit of users and search engines.

Although the meta description is not a ranking factor, it sets the expectations for what users will see once they arrive at your article.

How to Measure Content Authority

Thu, 11 Mar 2021 11:12:00 GMT

How to measure content authority

Search Engine Authority Rules

Today's search engines like Google have powerful algorithms designed for users to access, read and share information quickly. Therefore, to get your content seen on the internet, it's essential that your content creates page authority and increases domain authority. If you are writing a piece of content marketing for the internet or a blog post, how do you measure this content's authority?

It only makes sense to analyse content on your site to make sure that it conforms to the guidelines and best practices prescribed by Google. Here at Kangaroo UK, an SEO Agency based in Leicester, we take a deep look into the content marketing metrics side and modern SEO practices.

The aim is to make the content you produce stand out and carry weight – that is to create page authority and therefore domain authority in the topic area you are writing on. That way, the reader has confidence in the information they read, plus the article is likely to rank well by these algorithms.

Other benefits to writing authoritative content are that your on-page conversion rate will increase, your bounce rate will lower, and your Google Analytics performance will be incredible!

Content Authority and SEO Algorithms

Modern search algorithms are based on powerful tools that incorporate machine learning, Big Data, and Natural Language Processing (NLP) tools. ALBERT is one such example of an NLP algorithm that deals with classifying text according to content authority, performance, and engagement metrics.

Performance is usually measured by how relevant the content is to the user’s query. An open-source example is the Stanford Open IE Project , which identifies important facts and disregards opinions in a text. In this way, it measures information density and ranks pages according to content metrics.

To rank high in organic search, the content you produce needs to be factually rich and minimise opinion. Think about when you go to a hospital and see a doctor. You want the science to help you get better, and not unverified medical claims from your friends.

What is Information Density?

Information density is one of the most important metrics to measure content authority. Essentially, it measures the number of factual claims that you have made in an article as opposed to the count of opinionated information that is present. In simple words, unnecessary ‘padding’ or ‘fluff’ to beef up the word count can adversely impact your page ranking authority. Sticking to facts and remaining comprehensive is key when it comes to higher information density.

Rich information can be delivered in the form of statistics, citing publications, charts, and even official records. It is the copywriter’s responsibility to make the content-rich information that is useful to the reader. This gives the article the potential to be shared amongst other readers through backlinks, which in turn results in more visits to the article. It then snowballs into the wider audience and gets shared even wider – all of which increases page and domain authority in the eyes of the search engines.

How to Tailor Your Content?

Content Style

Your content style should meet the expectations and requirements of the SEO algorithm. But do not go overboard with this as your content must meet the expectations of the human readers first! An SEO algorithm rewards information that is trustworthy and sourced. Google's algorithms are getting smarter every day with human-like capabilities – so if your content marketing is written for a machine, the algorithm will know and penalise you for it.

Providing relevant real-life examples with links to genuine citations to the information that you provide is also a good metric to track in your marketing efforts.

A fact list or a table of contents can greatly boost your score. These simple changes can be incorporated to ensure that your content is deemed trustworthy and information-rich. This will improve your SEO performance.

Author Qualification

The author’s qualification is another factor to consider for authoritative content. Search engines are likely to favour authors who are well-known in their respective fields and have years of experience.

It is a good idea to mention the author's name, qualifications, and professional title in an article, as this makes the information more credible and reliable. It also gives the finished work a human touch and improved SEO Performance.

Writing Quality

Ensuring the highest standard of writing is imperative for achieving organic traffic. You have to make sure that your keywords are spelt correctly. Grammatical mistakes can also dampen your page ratings.

One common aspect that many writers ignore is adjusting the reading level of their blog articles. The reading level, or how easy the writing is to read, has to be just right for the average reader. It should not be too dense or too easy. To score even better in content marketing, your actual content must be fresh and unique in the eyes of the search engine.

At Kangaroo UK we use Grammarly .

Media Styles

Content creation with engaging graphics can help you make a search-friendly blog. For example, using annotated graphs can significantly enhance the reading experience. Graphs with clearly labelled text are deemed as more information-dense and fact-heavy. Unique and custom-made imagery is also a good idea for better rankings.

Things to Avoid

It is essential to avoid posting misleading information and spam content online, as this can negatively impact your SEO performance. Clickbait titles are a huge red flag for SEO algorithms. Using advanced classification techniques, search engines will penalise clickbait titles. Therefore, avoid them at all costs. You should keep the title relevant, to the point, and engaging to increase the click rate.

Google Analytics

As the saying goes, "you can't manage what you can't measure". Google Analytics is a great place to see the fruits of your labour.

What to look at when measuring content:

Bounce rate - blogs by nature have a higher bounce rate of between 50% to 70%
Average Session Duration - Google records session duration of more than 10 seconds as a positive conversion
Backlinks - Increasing the number of inbound links or other website links to your content will positively impact your page authority. However, you should never buy backlinks; this goes against Google guidelines. If your content is good, you will naturally attract organic backlinks to your content.
Conversions - Setting up the event and goal tracking in Google Analytics will show you how people interact with your content, helping you create better content in the future.

At Kangaroo UK, our SEO Content Marketing copywriters are here to help you make more money online, so please reach out and talk to a specialist .

Post-Brexit FBA

Fri, 05 Feb 2021 12:22:00 GMT

Everything You Need to Know About Fulfilled by Amazon Inventory Storage Limits Post-Brexit

As the Brexit trade deal came into force on 1st January 2021, conventional and online businesses face a period of uncertainty until the exact terms of the agreement become known and dissected. No doubt leaving the EU has changed the economic and trading dynamics in the UK and Europe. But what does this all mean to sellers on Amazon, especially considering that the tech giant has its warehousing facilities in mainland Europe as well as the UK?

If you are an Amazon seller, you might be wondering how the post-Brexit trading terms might affect your Amazon Seller account. With the upcoming changes, there is room for confusion and it is important to know the impact on your seller profile. Thankfully, Amazon has readily answered almost all questions about their Fulfilled by Amazon (FBA) inventory storage limits. Being a leading Amazon Management Service in the UK, we help you understand what inventory storage limits are and how to navigate the changes made by Amazon.

A Change to FBA Inventory Storage Limits

Before the Brexit trade deal, there was only one set of storage limits applicable across the UK and Europe. To optimise Amazon fulfilment centre’s storage limits, sellers are often giving an inventory storage limit.

The storage limits are based on the volume and type of storage. If you have reached the storage limit, you might find a storage monitor appear on the dashboard of your seller account. Different kinds of accounts have various storage limits.

For example, the storage limit allotted to an individual account is a permanent ten cubic feet while professional selling accounts have a minimum of 25 cubic feet of storage.

These storage limits change according to IPI (Inventory Performance Index) scores and sales volumes. If your inventory exceeds your storage limit, you may be subject to a storage overage fee. It is always good to keep track of your inventory to avoid cranking up sales costs.

Post-Brexit FBA Inventory Storage Limits

With Brexit formally coming into effect, Amazon has decided to revise its criteria for storage limits. As of 1st January 2021, sellers on Amazon will receive a separate storage limit for each storage type covering their UK inventory and the second set of storage limits covering the EU inventory.

EU countries participating in this new scheme will include Germany, France, Italy, Spain, and the Netherlands, although Amazon has not explicitly excluded other countries within the trading bloc. However, it is important to note that since Amazon has not mentioned any marketplaces beyond Germany, France, Italy, Spain, and the Netherlands, it is safe to assume that these limits apply to these Western European online marketplaces.

Navigating around for Storage Limits

As a start, you can view your current storage limit by expanding the “Storage Volume” option under the Inventory Performance Dashboard.

Furthermore, if you are confused about the limits that apply to you, you can sign into Seller Central and see the storage limits applicable to your particular marketplace. The seller dashboard provides all the information about your inventory and limits.

For example, if you sign into the Italian, Spanish, or German marketplaces, you will see storage limits that are subject to Europe exclusively. If you are a UK-based seller, you will only see the storage limits relevant to the UK.

There is a clear distinction between the EU marketplace inventories and UK store inventory.

Amazon Seller Account Management

A natural question that could arise after this change is whether you should have a separate seller account for the UK and Europe. According to Amazon, it is still better for you to have a unified account to manage your Amazon stores, as it makes your job easier and efficient. With multiple accounts, you have to track numerous variables, which can make the effort much more exhausting.

How can sellers find out the current inventory usage in Europe or the UK? First, refer to the storage volume for current usage. Then, if you are looking for limits that went into effect before January 1st, 2021, you will see that usage for Europe and the UK will still be combined. Storage limits will be split between the UK and Europe for the subsequent period and beyond. You can see this when you sign in to the respective marketplace account.

Stay up to date

Until more guidance is published by Amazon and the details of the trade deal are released, the above should help you navigate your seller account.

This article was based on Amazon’s official guidance for sellers and aims to provide clarity and answers to you on post-Brexit FBA inventory storage limits.

As a dedicated Amazon Management Agency in the UK, we are committed to providing sellers with accurate and comprehensive information.

Do check our Marketing Tips for regular updates to learn about the changes that could affect Amazon sellers or any of the platform’s other features. If you have a question, please contact us today.

What is Schema Markup?

Wed, 20 Jan 2021 17:59:00 GMT

Schema Markup - What is it and how to add it to a website?

From an SEO marketing agency's perspective, Schema markup can be one of the most confusing components of the SEO world due to its inherently technical nature. It’s not something that can be seen on a webpage by visitors, nor is there an easy way to know if it’s working correctly once in place. Let’s try to demystify some of that today.

Here is a summary of what schema markup is and how you can add it to your website:

Schema markup is microdata that makes it easier for search engines, crawlers and browsers to understand what is on a webpage
There are 1000s of types of schema markup designed to represent different kinds of ‘things’ (including individual nouns and verbs) that may be searched for online
Implementing schema effectively requires 4 steps:
Understanding of the type of data you can represent on a webpage
Using a tool to generate the schema markup
Embedding the schema markup on a specific page
Testing it with the Google or Bing structured data testing tool

Now let’s dive in...

What is Schema markup?

Schema markup, as it’s used today on the web, enables robots that crawl your website to more easily understand the content on the page in a language that makes sense to them. Schema does this by giving a structured way for robots/crawlers to define the types of information and data present on the page.

When a robot (like Google) crawls your website, they have a hard time understanding the content within the webpage. This is because of the way websites are designed and built today. This may come as a surprise to some, but HTML and CSS actually make for a very unstructured system. However, this makes sense if you think about it — designed websites are built for humans and not for robots.

Schema is an open-source initiative by the web community to help define commonly represented things with a structured, predictable system. You can read the many types of schema at schema.org . Now, I would not recommend you spend time on schema.org. The website is confusing and you’ll quickly get lost in it, or just get bored and leave.

What Schema markup should you use?

There are 1000s of different types of schema that exist on the schema.org website. One common misconception about schema is that it’s intended to represent everything that could be searched for on the web — but this is not true. Schema.org aims to provide a structured way of representing the most common things used or searched for on the web.

One point of clarification: when people use the term ‘things’ in relation to schema, they are referring to types of information that schema looks to represent. These can be nouns (people, places, or things) or verbs (actions). As an example, a schema can represent a hospital or a travel agency. Or It can represent an action, like listening to a podcast. It’s confusing, and honestly, I think most people should ignore all that complexity and different types of schema that exist.

Additionally, I strongly recommend that any website agency or developer only use schema where it has an impact. Today, that only means influencing search engines like Google and Bing. Both Google and Bing understand & read schema. They use it to be sure they understand the content on the page and then they use that certainty to display special features on the search results page.

An example of this is events. You can use schema to inform Google and Bing of upcoming events. Once they have certainty about the information, they can present those events directly in the search results page. Here’s an example from Google:

You’d likely have the same data on a webpage, but this allows you to surface it quicker to the searcher.

The best way to figure out what types of schema you should use is on the search gallery pag es of Google and Bing . The most common ones are:

LocalBusiness/Organisation : This tells Search Engines facts about the business, such as hours they’re open, address, phone numbers and more
FAQs : A list of questions and answers about the website or content on the page
Product : This is great for eCommerce websites, where products are marked up with the price, quantity in stock, reviews and other important details
Breadcrumb s : Breadcrumbs give search engines a better way to understand how a specific page fits into the overall structure of the website

How to implement Scheme Markup on a website

You should follow these steps to understand how to implement schema markup:

Understand the type of data you can represent on a webpage with schema
Use a tool to generate the schema markup
Embed the schema markup on that specific page
Test it with Google or Bing structured data testing tool

So that’s the overview; here are the details...

The first thing to understand is the type of data you can represent with schema. I recommend you browse through Google’s gallery of supported types to find one that matches. Note that schema should only be implemented on a single page and any schema you implement should represent something that is displayed on the same page.

After you know what type of schema you want to implement, we recommend using a tool to generate the schema markup.

Note about schema flavours or vocabulary: There are different ways to represent schema like RDFa, Microdata and LD+JSON. We recommend you focus only on LD+JSON because it’s the easiest to read and update. It’s also the most modern.

Here’s a rundown of different tools to use:

Google’s Structured Markup Helper :

This tool allows you to choose the type of schema you want to create and then helps you visually select the data from the webpage you want to grab it from. This is great if the website is already live and you want to simply select the data on the website. That being said, it is a bit clunky to use.

Merkle’s Technical SEO Schema Generator :

This is one of the best tools to use. You can quickly select the type of schema you want to generate and then it’s easy to use text fields to fill in that data.

Rank Ranger’s Schema Generator :

This is another simple tool to generate a schema quickly by entering a range of text input boxes.

After you’ve selected the type of schema you want to use and filled in the correct data, they give you an option to copy the code. This code embed will need to be placed directly into your website platform. Here’s an example of filled-in ‘Local Business’ data and the generated schema code:

After you’ve copied the code, you’ll want to embed this within a web page of your website. You can do this by logging into your website platform and including it in the page's markup, typically in the header or footer HTML section.

It should be noted that each website platform is different. It does not matter where on the page you place the code, such as in the header or footer.

After you’ve installed the schema markup, publish or deploy the changes and test them. You can test with Google’s Structured Data testing tool by entering the exact page URL and having Google find the schema they see.

SEO is a complex subject that's only becoming more complicated. I hope you've found these tips useful for preparing your website for the increasingly structured-data world.

New 'Coming Soon' Section

Thu, 25 Jun 2020 13:21:00 GMT

New 'Coming Soon' Section

Your new Coming Soon Sections are here! So if you’re looking for ways to generate leads, increase followers and create interest on your sites, you’ve got 8 new Sections, in the new Coming Soon category, to do it with.

Coming Soon Sections - So Many Great Reasons to Use Them

There are numerous compelling reasons to utilise Coming Soon messages on your website. And while the classic 'website under construction' message is certainly one of them, it's definitely not the only one.

Here are a few situations in which adding a 'Coming Soon' message can generate excitement, anticipation, and leads.

Building a new website. This can take time, so rather than publishing a not-yet-ready site or having no web presence at all, having a Coming Soon page indicates to visitors that they have something to look forward to. Including a field to collect email addresses enables you to generate leads through this page, allowing you to notify visitors when the site is live.
Adding a new page to an existing site. Let site visitors know something new is coming to the site. It will give them a reason to come back.
Announcing the launch of a new project. A coming soon page is a great way to gather leads, allowing you to notify people when the new project is ready.
Announcing an upcoming store collection. For businesses that offer seasonal collections, a Coming Soon section is a great way to preview a new Collection before it’s ready to launch.

In these situations (and others), a well-designed Coming Soon Section can be used to attract new leads and gain followers in various ways. For example, by including a form for collecting email addresses, adding links to the company's social networks, and including a phone number or email address for getting more information.

Something for Every Type of Style

As with every batch of new Sections, you’ll find a range of styles, themes and colours - something to suit every type of site.

To see the new Sections for yourself, start editing any site, click the “+” that appears between rows, and scroll down the right menu in the Sections panel until you see the Coming Soon category.

How to use blog tags in Duda

Mon, 11 May 2020 12:15:00 GMT

Blog Tags – Why They Matter (and How to Use Them)

Adding tags to your blog posts is one of the most effective ways to help readers find what they’re looking for. Tags act like topic labels, grouping related posts together so users can easily filter your content. This simple step not only improves site organisation - it can also make your site more discoverable through search engines.

The Power of Blog Tags

Tags work alongside categories to organise your blog and create an intuitive experience for your audience. By tagging your posts, you allow visitors to filter articles by topics—whether they’re searching for “cycling,” “running,” or any other subject covered on your site.

When your posts are tagged, you can use tools like the "All Posts" widget to display only those articles that match a chosen topic. This makes it easy to customise the posts shown on different pages, ensuring nothing gets missed and every reader finds content that interests them.

How Tags Help SEO

Using tags helps search engines understand the specific topics and relevance of your posts. Well-chosen tags support your site’s internal organisation and link related content, which can improve time-on-site and engagement—indirectly benefiting your SEO by providing better user experience and more logical site structure.

Tips for Tagging Blog Posts

Use only a few, highly relevant tags per post to avoid clutter.
Choose tags that are real words or phrases people will actually search for.
Make sure each tag relates to more than one post—avoid “one-off” or duplicate tags.
Be consistent in naming across your site (for example, don’t use both “cycling” and “cycle” for the same topic).

Example: Tagging on a Fitness Blog

Suppose your blog covers “cycling,” “running,” and “swimming.” Tagging posts with these topics allows you to filter and display them on dedicated pages—such as showing only running tips on the Running page, or cycling advice on the Cycling page. This keeps your content organised and makes navigation simple for users.

How to Add Tags

To add tags, open your Blog panel, go to Post Settings for the relevant post, and enter one or two topic-based tags. Repeat for each blog post, and soon, filtering by tag in the All Posts widget makes site management and user navigation effortless.

Ready to improve your blog?

Tags offer a straightforward way to keep your posts organised and easy to find. By adopting tags, you enhance both your readers’ experience and the structure of your site - making your blog more user-friendly and discoverable.

Conclusion

In summary, adding thoughtful tags to your blog posts not only helps organise your content for readers but also supports your site’s SEO and discoverability. Don’t miss out on this simple yet powerful way to enhance your website’s performance and user experience.

Ready to take your SEO to the next level? Discover how our expert SEO solutions can help your website attract more visitors - learn more on our SEO landing page .

Site Favicons Now on Mobile

Sun, 04 Aug 2019 16:17:00 GMT

Favicons are now shown on Mobile view

Google is now showing favicons on mobile organic search pages. This makes these tiny icons more valuable than ever, so if you haven’t set them for your sites yet, do it now.

What’s a favicon and why add it?

Favicons are the small icons that appear beside the page title in the browser tab, helping visitors identify sites at a glance. If users have multiple open tabs (and really, who doesn’t?), a favicon helps people spot the tab they are looking for quickly.

Until now, favicons were only visible on desktop sites. Now, Google has added them to their organic mobile search pages, too. This enables users on mobile to recognise sites quickly when they are on mobile.

The image on the left shows the original mobile search view, and now the new image on the right shows the new mobile search view with the favicons.

A few favicon tips

Site favicons should be visual representations of a site’s brand. In most cases, a company logo is perfect.
If the logo is too complicated, simplify it for the favicon.
If you decide not to use something related to the brand, use a shape or style that will stand out on the page.
Ensure the favicon is the correct size: 32px x 32px.