Any savvy Amazon business owner understands by now that a localization service is crucial to a proper international expansion. But how do you choose the right one? There are so many localization and translation companies, some of which are impressive with a long track record of success, and some of which are boutique agencies prepared to give you stellar attention and customer service. Which one do you go with?
Here’s a clue. None of them.
Jana created YLT Translations to answer the specific needs of the Amazon seller. We all know how finicky Amazon can be; there are issues with finding the right keywords, the right category, the right product, the right PPC…the list goes on. But when you’re translating your listing into a new culture with the aim of catering to the needs of a new market altogether, you have to consider two main things:
- The needs of your new market
- The restrictions of Amazon in that new market
That’s why going to a regular localization and translation firm, no matter how great they may be, is not always the wisest decision for your Amazon business expansion. That’s not to say these firms aren’t experts at their jobs – there are different companies for different types of translations.
Here are Jana’s Top 7 Reasons Why You Can’t Use a Big Translation Agency:
- A non-Amazon localization firm doesn’t have the required expertise in Amazon-specific content. Even if the firm has done translations in local marketplaces, Etsy, Target, etc., Amazon as a platform, and its customers, have a secret sauce. You need a translator that’s also a copywriter, who knows the secret sauce for conversions and engagement.
- What are the tools and placement strategy for your Amazon keywords? Oftentimes, big translation agencies don’t know the ins and outs of Amazon SEO – which is different from Google SEO. By employing Google keywords in an Amazon listing, you create only a half-optimized listing – and that’s money left on the table.
- Employ a translator that’s familiar with the Amazon algorithm. The A9 is a finicky thing, with lots of little dead-ends that could get a listing suppressed. On the other hand, someone intimate with the algorithm can help you reach page 1 status.
- Big agencies may not be familiar with marketplace-specific rules. The terms and conditions for supplements are very different from those in the toy category. Following the rules is crucial in Amazon to ensure the longevity of your business!
- Which highly relevant keyword can get you ahead? Only an Amazon-trained translator would know which keywords to put where. There’s an art and a science to the relevant keywords, which eludes most off-Amazon professionals.
- You’ll want a native speaking translator to handle your localization. In the world of e-Commerce, where attention spans are shorter than ever, employing a native speaker is the best way to localize content with a local flavor. That grabs the attention of your new customer in language that’s very familiar to them.
- Although AI is great, the human touch is better. Many big agencies use AI, and the result doesn’t always stick to the source text. Many important features and benefits disappear, and your branding is therefore compromised.
That’s why YLT Translations is such a niched down translation service. Consider these tips and pointers the next time you’re looking for a localization partner – not all are the same, and each have their own pros and cons, strengths and weaknesses. Research is crucial to finding one that you can work with, and get the results you expect.
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