Boost Your Faire Sales: Proven Optimization Tips Inspired by Amazon's Success Strategies

A while back I worked at an Amazon agency as a Creative Director. I worked on Amazon listings for some amazing 7 and 8 figure brands. We followed a 3-step process to optimize Amazon listings, and once we did the work, the clients’ sales increased quickly, so this gave me an idea - I can take my background in wholesale and these learnings and do something similar to help brands grow on Faire, the popular B2B platform. Even though Amazon and Faire cater to different audiences, there are many similarities in how the platforms work. 

I had a look at a lot of listings on Faire and saw that no one else was approaching Faire this way, so the opportunity to grow sales on Faire using this method was, and still is, huge. The competition is also quite low since few brands are putting in the care and effort that they could be, when it comes to their Faire listings.

Here’s how we can use the lessons from Amazon listing optimization to get more orders on Faire:

Step 1: You Need to Show Up in Search

When it comes to SEO, it feels like this mystical thing that only a few people know how to do, but here’s the thing: if you understand what retailers are looking for when they shop for your products, you can infuse those keywords into your Faire listing. This is where understanding your customer will come in really handy. If you’ve done your research, this part can even be pretty easy.

However, SEO is just the beginning and SEO alone won’t help you grow your business on Faire. 

Step 2: Get Buyers to Click on Your Main Image

Once you show up in search, your job is not done.

Your Main Image is Super Important: Once you show up in search, you need buyers to choose your product instead of all the other products that showed up in that search, too. How do you know they chose you? They click on your main image, which leads them right into your listing. So, it’s very important to have an amazing main image for each product on Faire. You need an image that buyers will want to click on over all the other images that show up in search.

Tips to create an amazing main image:

#1 - Look at What Your Competitors Are Doing and Do Something Different

Draw the retailer’s attention by standing out. When you show up in search, make sure your main image is drawing attention to your product and drawing attention away from your competition.

Tip #2 - The Buyer Needs to Know Immediately What Your Product Is

I know you know what the product is, but they may not. I see this with my clients all the time. Because they worked on every intricate detail of their product, to them everything makes sense. But a retailer is seeing it for the first time. They don’t have that level of experience with your product. 

Step 3: Keep the Buyer on Your Listing

So you got the buyer into your product listing! Nicely done! 👏 However, your job is still not done.

This is the Place Where You Can Shine: But there’s a problem: this is not your DTC website where you have the buyer all to yourself. Here, you’re competing with 100,000 brands that are also on Faire. You need to step up your game.

When a retailer is on your listing, Faire does something right below your product listing. They show the dreaded ‘SIMILAR PRODUCTS’ section right below your listing with a bunch of your competitors’ products. This can distract the buyer and they may click on one of those products (away from your listing) and never come back. 

Here’s how  to keep that buyer on your listing.

Use Your Other Images to Shine: I am not talking about just beautifully styled photos. The purpose of each photo on your Faire product listing is to speak to the buyer, answer key decision-making questions, and make it an easy “yes!” to buy your products for their store. If you have your retailer-focused messaging ironed out, this will be simple. If you don’t, it won’t. That’s why I always work on retailer-focused messaging before doing any of this work.

Bonus Tip: You can post a lot of images on your product listing, but don’t add images for the sake of adding them. I recommend that you have 6 graphics maximum in your Faire listing. The way images show up on Faire is that the first six images are displayed and in order to view any additional images above six, a retailer has to click on a button and a new screen pops up. They then have to click on each image individually, which creates more work for them. We want to make their life easier, so everything you do on Faire needs to look at it from that perspective. Just show them exactly what they need to know - nothing more and nothing less. 

The Secret Sauce 

Starting with retailer focused messaging and infusing that into every part of your Faire store is the Secret Sauce to growth on Faire. It’s basically doing the hard work of laying the foundation. I know it can feel like a lot, but if you show up this way, a way that so few brands are showing up, you’re going to stand out to buyers and you’re going to make more sales!

If you want to grow your wholesale, this is the work that will get you to the top. If you’re thinking “Great, but I don’t want to learn yet another platform. I need help!”, let’s chat, because retailer-focused messaging and optimizing Faire stores is exactly what I do! Book a Fit Call with me today to see if we’re a fit to work together. 

P.S. It’s been a year since this idea came to life, and I’ve been able to test it with several brands and it works like magic. I recently optimized a Faire store for my client Maine Crisp, and their already great sales increased by another 71.5% in just 30 days! Take a look at the Maine Crisp Faire Optimization Case Study here.