Sellers on Amazon know that just being on Amazon is not enough for them to sell.
In this competitive marketplace, Amazon product listing optimization is something all sellers strive for, as it increases exposure and conversion rate. To optimize your product listing, the content should aim to have enticing copy, clear information, and high-quality images to attract Amazon customers.
It should also have the correct, optimized keywords for Amazon’s algorithm so your product will appear in as many relevant searches as possible, sell better, and therefore rank higher. The higher your rank, the more you will sell.
Your product listing
Your listing should be simple and easy to understand quickly in terms of the product you are selling and its benefits. Potential customers spend only a few seconds on a listing before they decide whether to move on to the next product or check the current listing a little closer. If they do take a closer look, most will spend about 30 seconds looking at the title, reviews, images, and price.
The easy-and-quick rule is true for your listing display on computers, but even more importantly – on smartphones and tablets. The reason is that more people shop on Amazon using mobile devices than computers.
Finding the right keywords requires common sense, research and sometimes testing. Pinpointing them is extremely important for both exposure and sales. Desired keywords are the ones that have high search volume and high relevance to your product(s), and don’t have the highest competition rate so the seller has some idea of their profitability.
The title of your listing is key, and should contain your primary keyword. Utilizing your primary keywords in the title is helpful for both Amazon buyers and the Amazon algorithm.
Make sure your title complies with the Amazon style guides for your category. As for the length, currently Amazon allows titles that are less than 250 bytes (a number that applies to almost all Amazon marketplaces). Bytes are not exactly characters: for English alphanumeric letters, one-character equals one byte. Some other signs, symbols, and letters may equal more than one byte. If you exceed the number of bytes, a red error message will appear.
If you have an existing listing, go back to it and make sure it complies with the 1-line, 249-bytes Amazon format.
Amazon’s product listings include 5 bullet points, also called Key Product Features. This is where you sell, so it’s usually best to use all the space available.
While writing the bullet points, often the best way is to start with a concise advantage or feature, such as “durable” or “lightweight”, and include all your related keywords. Write the bullet points in a way that will not only describe the product, but will let the customers know how it can benefit them or solve a problem for them, directing your words at your target audience, for example by asking, “Worried about…?” or “You’ll see results.”
After reading the bullet points, most customers don’t read the product description. If they do read the description, it can either be because they need more information or they are still unsure about the purchase. This happens more often with more expensive products.
Even though most customers don’t get to reading it, the product description feeds into Amazon’s algorithm and search results. It also feeds into external search engine results, making it useful to write this section using as many of your keywords as fits the description while adding relevant information.
Also, incorporating a call to action into your product description can help you make the sale.
Reviews and questions
Reviews and questions should be written by customers. However, you have the opportunity to respond. Whether the review is good or bad, try using your keywords in your answers.
If your product is struggling with reviews that are less than 4-5 stars, try to fix what the customers are reacting negatively about. Another way is to have an automated e-mail campaign to get customer feedback and resolve issues before buyers write a negative review.
The Amazon back-end keywords are search terms that can be added to an Amazon listing, but are not seen by Amazon customers. This is an opportunity to insert keywords and terms that describe your product.
As customers cannot see or touch your products, high quality images are critical. Don’t forget to make sure they follow Amazon’s specifications. For example, the primary image must be of the product alone on a white background, and images should be of a certain size (on Amazon it says “images must have at least 1280 pixels on the longest side, 2560 or larger preferred”). As for the number of images, 5-8 images are recommended to allow potential buyers see different details, without adding too many.
It’s also good to use alt text, the short captions that you can write under your product’s images, to improve user experience while also gaining SEO benefits.
In addition to all of the above, there are more strategies to optimizing an Amazon product listing. For example, adding videos when applicable.
Optimized listings are key to selling on Amazon, but so are a great product, available stock, the right pricing, and FBA (Fulfilled by Amazon).
Wiser Market offers customized solutions for marketplace research and optimization. We continuously monitor your listings, research, perform A/B testing, track clicks and conversions, and improve. Our technologies and expertise enable us to point out opportunities and devise results-driven strategies for optimized product listings and
Is Your Brand protected? Contact us for a FREE brand review.