SEO Services Amazon Sellers Need to Optimize For Voice Commerce

October 21, 2020
Written by Jayce Broda

According to P.R. Newswire, the voice shopping market may soar from $2 billion in 2018 to $40 billion by 2022. If that is not enough to shake things up on your end as an Amazon seller, you may lose a huge number of potential sales from customers who prefer online shopping via the voice search feature. It's time to look for SEO services for Amazon sellers must invest in to prepare their product listings for voice commerce.

This article will discuss the meaning of voice commerce, its importance, its implementation, and its limitations.

What is voice commerce and how it works

"Voice shopping," "voice-assisted commerce," "voice-assisted shopping," "conversational commerce," and "v-commerce" are the different terms for voice commerce. The Boss Magazine defines voice commerce as, "a type of conversational commerce in which a customer interacts with a brand, and sales are made through voice recognition technology." Voice assistants have been around for over a decade, but it was only in 2014 when Amazon adopted this kind of technology.

Consumers can order via electronic devices powered by virtual assistants like Google Assistant and Siri, or through smart speakers such as Google Home and Amazon Echo. The latter, which looks like a Bluetooth speaker, functions as a personal assistant, smart home device, in-house shopping clerk, and speaker. Alexa powers Amazon Echo. She is a voice-activated virtual assistant A.I. technology. Saying “Alexa” will also “wake up” or activate Echo. Other trigger words are "computer," "Echo," or "Amazon."

Only Amazon Prime members can utilize the shopping feature in Echo. Consumers can make shopping lists with Echo and store them in the Alexa app or on Amazon.com. For every order, Alexa will first ask the buyer to confirm or cancel before processing. It uses the shipping address and payment method saved in the customer's Amazon account to place the order. For security purposes, consumers can set up a four-digit voice code that Alexa will ask before completing any purchase.

But is it worth the time and money to invest in voice shopping on Amazon?

Reasons why you should optimize your Amazon business for voice commerce

Here are the stats that prove your Amazon business must be ready for voice shopping:

  • More than half of U.S. online shoppers use voice-assisted commerce for product research and to add new items in a shopping list, based on a survey conducted by Narvar. Others use it to track their packages, leave ratings or reviews, and reorder items.
  • In the U.K., 60% of smart speaker owners have used them to buy something, according to an Artefact U.K. study where they surveyed 2,000 British adults.
  • According to Zion Market Research, the worldwide voice-assisted smart speaker market will be worth $30 billion by 2024.
  • In the Voice Shopping Consumer Adoption Report, it states that more than 85% of respondents shop for USD $100 or less.
  • Based on a survey from MoffettNathanson, consumers that use voice shopping could increase from 5% in 2018 to 50% by 2022.
  • When it comes to real-world applications, popular retailers like J.D. Sports, Sainsbury's, and Morrisons have developed Alexa skills to allow smart speaker owners to buy groceries or athletic gear through their devices.

Now that we have the facts, let us find out which SEO services Amazon sellers must have to enable voice shopping.

Alexa, what do I need to do to make my products ready for v-commerce?

One of the challenges that you may face is how you can convince Alexa to mention your product since the customer cannot see it. There is no interface where the buyer can view and review a product. It is like the old days when you are talking to a trusted friend via phone call, asking which shampoo brand is suitable for dry and frizzy hair. Here are the things that you should do to make Alexa gush about your product:

Join Amazon's Choice program 

According to the Search Engine Journal, Alexa utilizes Amazon's Choice program to identify which products to recommend to customers. Unfortunately, the online retail giant hasn't disclosed how they choose Amazon's Choice products, but they have given hints regarding their vague selection process on the Amazon Seller Forums:

"Amazon's Choice feature makes product recommendations for searches where we believe customers would like assistance in quickly finding a high-quality product. Please keep in mind that we don't offer Amazon's Choice for all searches. Amazon's Choice recommendations are selected by taking a variety of factors into account, including popularity, rating and reviews, availability, and shipping speed, amongst other factors.

There is not currently a means of requesting that your product be selected as Amazon's Choice for a given search (keyword). Selections are constantly updated, so continuing to offer high quality, well-priced products to your buyers will give you the best chance to be selected as Amazon's Choice."

Amazon's Choice program is not the same as PPC campaigns, where you need to be the highest bidder to rank your products. It would be better if you hire an Amazon SEO consultant since they have the knowledge and experience on how to improve SEO for Amazon products that you want Alexa to recommend.

Join Amazon FBA to be Prime-eligible

It goes like this: once you join FBA (Fulfillment by Amazon), your products are automatically available via Prime. And when you have Prime-eligible products, that makes you qualified for Amazon's Choice, and Alexa may mention your product to customers who search for products like yours. Amazon will give your product two types of badges, one for Prime and another for Amazon's Choice.

Develop Amazon or Alexa Skills

You may be familiar with SEO for Amazon sellers who want to optimize product listings and improve search rankings. However, it may be a bit of a stretch if you also learn how to program Alexa skills for your products. Examples of Alexa skills or commands are “Alexa, add bread to my shopping list,” “Alexa, help,” and “Alexa, track my order.”

Here's where you need an Amazon SEO consultant:

1. Create a developer account on Amazon Alexa.

2. Set up an Amazon Pay account, which is the only way to receive payments.

3. Build Alexa skills either by developing it or buying them off-the-shelf.

Utilize SEO services Amazon sellers need to implement voice shopping

Based on the statement of the Amazon representative above, here are the metrics you must improve to make your products voice commerce-friendly:

  • quality
  • ratings and reviews
  • popularity
  • availability
  • shipping speed
  • price

Therefore, you should make use of Amazon SEO services such as account auditing, product listing optimization, review strategy, keyword research, price optimization, PPC management, and FBA management.

Challenges of voice commerce

Although the future of voice shopping seems promising, there are still challenges to overcome to fully take advantage of this feature:

Privacy and security concerns

According to the Capgemini Institute's survey in September 2019, 52% of the respondents were worried if voice assistants listened to private conversations.

Communication barriers

In a research study by BBC, 68% of respondents feel irritated when voice assistants fail to understand their commands because of the different accents and dialects. Thus, it creates friction between the tech and the customer.

Knowledge gap

Since voice shopping is still in its infancy, many people don't have ample knowledge about voice assistants and their capabilities. People are still not used to it and the risks associated.

In Closing

It is still a long way before voice commerce is able to provide a smooth customer journey due to the limitations given above. However, it has the potential to be a game-changer in the years to come. It wouldn't hurt your business if you, at least, lay the foundation by utilizing SEO services Amazon sellers need to develop voice commerce-ready products. Amazon is continuously reinventing its products and services, and you must do your part as well. You should stay ahead of the game to cater to your customers’ needs and offer the best customer experience.

Don't have an idea which SEO services Amazon sellers like you must avail of for your business to be ready for voice shopping. Let Seller Interactive help you through our team of experienced Amazon SEO consultants. Please email us at [email protected] or [email protected] today.

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