Being an online seller is not sufficient in the current highly competitive scenario. It is a scenario especially if you are trying your luck on any popular e-commerce platform like Amazon. You might find many listings on Amazon of a product from different sellers with similar offers. So, How to gain the attention of your potential buyers in that situation among your competitor sellers? We consider using amazon product listing optimization to grow your business.
Why do Amazon Sellers need to Optimize Amazon Listings?
The main aim of Amazon is to lure buyers or their website visitors. It can be done by offering the most likable product options to them in the results of their search query as accurately and quickly as possible.
Most Amazon shoppers do not click on the second page of their search results. So like every Amazon seller you might want the attention of the target buyers. In this case, you have to make a good presence in the list on that first page for the most important keywords for your products.
1. To get the higher rank in the best seller
A top-ranked product listing has more probability of a high number of sellings. In other words, that product will be having more possibility to be included in the list of Bestseller items on Amazon. It is enough for any product to gain more traffic if it ranks higher among the same category of products in the hot-selling niche as well.
2. Improve sales
After gaining good ranks on related or similar search queries, or keywords, an item will sure gain more clicks on the amazon product page. As a result, there are more chances of target shoppers converting into buyers. Hence, it contributes to gaining sales for the seller of the product.
How to Optimize the Amazon listing?
As we know, Google works on certain Algorithms to display a set of results in a list or any particular search query or keyword. In the same way, Amazon also has a secret algorithm to prioritize suggesting the products on its results page for any search term. It includes many factors related to the seller conversion metrics. The list has sales history, customer satisfaction, performance, and price of the item.
Following tricks can help you SEO your Amazon product listings. They will sure help Amazon sellers improve the search rankings and quality of the product listings;
A. Brand Constancy
A product listing includes many elements to define the item or help its potential buyers know more about it. To achieve amazon listing optimization every following brand element must have the same pattern. It is to maintain consistency that leads to more brand recognition and legitimacy to buyers.
B. Mention Accurate Categories
Prefer to mention the narrowly defined categories for any product. Carefully choose the predefined fields. Many Amazon customers search for their desired product by using the Category filter. By considering this, if you will not mention the right Niche of your product then you will lose your target visitors.
C. Do not underestimate Relevant Keywords
Smart customers use Amazon’s highly powerful keyword tool to find their products in less time. It takes the help of autocomplete to find out long-tail searches and popular keywords.
Simply, Amazon shows the popular search terms used by its customers. So as a seller, you have the opportunity to use it to get an idea about the relevant phrases and keywords that you should use in your product listings.
You can even try for backend keywords either in product description or title that is not visible to the Amazon shoppers. For eg, including long tails or main keywords in a different language.
Use phrases based on the benefits, features, category, or item-related terms to search for amazon listing keywords. Look for the ones having more search volume. You can also research on your own. You can look at the top-ranked and poor product listings for any keyword currently available on Amazon from a buyer’s point of view.
D. Professional High-Quality Product Images
Buyers will get a feel for any product by realizing its advantage and features. It would be best to use 5-7 images of higher than 1000 x 1000 pixels for any product. Try to show the product in the images from different angles with white/neutral backgrounds.
The first image should cover 85% part of the frame. Get the images clicked by a professional photographer if needed since poor images may result in fewer clicks from the customers.
Detailed information for the main images |
Additional amazon images |
| 1. Be of good quality, crystal clear, and zoomable | 1. Place the most unique and attractive selling points to increase identification; |
| 2. Should be a scroll stopper from among lots of other listings on the front page that can attract people to click on it to uncover more details | 2. Description of the image must be concise and distinctive. |
| 3. Try to apply unified icons and labels. | |
| 4. Consider and solve the sore point of the product customers. | |
| 5. Optionally use a 360-degree view of the item. |
E. Effective Title for the Product
The most important factor in deciding the search ranking of a product on Amazon is its title. The search algorithm can first check the Titles of the listed products and show the most relevant ones to its client. Hence, this is the best place to include the keywords, maker, and brand names related to the item.
A product title must contain the relevant information that can be included to complete your listing in a better way. Using vital information in titles can enhance your product's reach to your customers. Thus, making it easy for them to find the product with ease among other similar listings.
As per Amazon’s suggestion, you should use this structure to make your product Titles;
[Brand Name] + [Sub-Brand Name (if any)] + [Model Number] + [Product Size] + [Brief Description] + [Main/Defining Features]
Taking the wireless earbuds as an instance, the title is well in instruction and the keywords are clearly and sequentially: Product Name + Product Features + Analysed Scenario
Below are some tips for making an Optimized Title for the Product Listings;
- No promotional messages like sales or discounts.
- Be aware of the readability and be brief.
- Use only numerals numbers.
- The first letter of every word should be in capital letters.
- Avoid using symbols.
- Do not include quantity and price.
- Use ‘and’ in place of ‘&’.
- The keywords must be accurate and highly searchable.
- Never use all caps.
- Useful formula: brand + key product name + main features + quantity + color.
Amazon’s algorithm considers the Title of the product to filter it for its search results so plan your keywords to include in it as per. For a start, you can try with low competitive amazon listing keywords. They may result in less traffic or search volume but you will get a smaller competitive field to rank well on top.
F. Make the product description more Informative
Try not to copy exactly whatever is mentioned in the bullet points in the product description section. This is the place where you can describe the product in a more detailed manner. The more information you provide for the buyers, the more confidence it will develop in their minds to make it look genuine.
Mention all the details about the item like features, brand history, or anything else. This content must be something that most buyers want to enquire about before ordering a product online. No doubt, product descriptions also contribute to some extent to help algorithms rank the product listings.
Try to include as much informative and lively content for your customers as possible while describing your products. Just like Titles, product descriptions should also be well cared for during the listing process.
Mention the complete details of your every product while listing them on Amazon. It will enhance their transparency and build confidence in the mind of customers to order from you as compared to other options.
Use associated search terms, physical & technical features, and qualities. You can also use a talkative tone to explain the reasons or ways, Why, and How people could use your product.
What should be included in the Product Descriptions?
It would be good if the content of the description part of an item includes the following;
- Mention the uses of the product.
- Expanded content of your bullet points.
- Highlight all the other benefits or features not present in bullets.
- Prefer using light HTML to format its content like for breaks and bolds.
G. Power of Bullet Points
An Amazon product page visitor might not have enough time to read each detail in your product descriptions. Hence, for them, a quick way to explain your product is to mention the item's main highlights using bullet points. These can help you succinctly convince your target shoppers to order from you.
Make sure they are short but informative and rich. You can mention notable features of products to enhance the possibility of more clicks on the "Buy now" button. The bullet points can work as deciding factor for your customers to help them make buying decisions, so keep the wordings clear and precise.
Place the most valuable selling points or arrange the most important details first. The bullet points can also be optimized by including certain information about the product, as follows;
- What are the benefits of the product?
- How this product listing is different from competitors?
- What kind of problems or fear will be solved by it?
- Can you Gift the item to someone else?
These bullets points must also consist of main and relevant keywords. It is a fact that product listings with bullet points are preferable to be indexed by the algorithm of Amazon.
To enhance the readability of Bullets, especially on mobile devices, here are the tips;
- Do not forget to mention top features about the product in it that you want customers should know.
- Never use the company, shipping, or pricing information (Ban by Amazon)
- Every bullet point must start with a capital letter.
- Maintain a consistent tone.
- Use specific attributes of the product.
H. A+
Amazon sellers those are having Brand Registry can avail the A+ content feature. It can help them lead over the underlying competition and easily build credibility with customers. As per Amazon, a seller who uses the A+ content can increase the potential sales figure between 3-10%.
The content of the product description should include attractive text and images. You can also display the key benefits of your product with graphic visuals and pictures. It will help shoppers grab the information about the product well also engage them with the content.
Below are some tips for its content;
- Choose the appropriate templates for different products
- Introduce your brand, and tell a story to customers
- Introduce the product in detail
- Fill the pasteable keywords in the product description
I. Search Term
The most crucial part of all of the amazon listing optimization processes of a product is to use the search terms. These are the common or most likable phrases that shoppers might use as queries to search for it or similar items.
What is Search Term?
It is a section provided by Amazon to the sellers, one can mention a set of key phrases in it. Key terms help the targeted customers of sellers reach their products. Such words should match with their search queries. A standard field for Search terms has a limit of about 250 bytes for keywords.
Following is a stepwise process to add Search terms;
1) Go to the ‘Inventory Tab’, tap on ‘Manage Inventory’.
2) Choose the product on which you want to add the search terms, click on ‘Edit’ mentioned to the right of its listing.
3) A new page will appear, choose the ‘Keywords’ tab and mention your keywords in the box for Search Terms.
You can find more and complete information about it directly from the amazon seller central helpdesk!
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Do’s
Here are some tips to optimize your search terms; |
Don’ts of using Keywords |
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- Use spaces between each word. - You have the option to use all lower case letters. - Avoid misspellings or any variations in the exact spellings. - The word length needs to be within the specified limits. - Either go with singular or plural, avoid using them together. - Avoid repetition of words in the search terms field. - No need for punctuation like `-`, `:`, or `;`. - Include alternate names and abbreviations. - You can use synonyms in place of the exact word. - Neglect stop words like with, of, by, an, the, for, and, a, and more. |
If you use any of the below words in your search terms, it may result in strict action against your Amazon seller account. There might be chances of suppressing ASIN; - Subjective claims like ‘cheap’, ‘good deal’, ‘trending’, and so on. - Profanity. - Use of your or other brand names. - Offensive or Abusive terms. - Temporary statements like ‘on sale’, ‘latest’, ‘discounted’, and more. - Mentioning ASINs. |
J. Avoid duplication of product pages
Many sellers create different pages for each variation of the products as per different colors or sizes. Their main aim is to enhance their reach to their customers! Amazon uses all the information or text describing its products in its catalog for indexing.
Creating different pages for every instance of a product will increase the number of search results. Hence, making it difficult for your target customers to find the right product with ease. So mention everything about a product on the same page. It could help you avoid duplicate content issues and confusion for your potential buyers.
K. More customer reviews, more value of your product
A visitor will sure entice to the product after watching somewhere written text. It can be any statement like ‘it is a value for money product’, ‘go-for-it’, or ‘best product in the market’ from its past buyers. Customer feedback always works to thrive in the business of Amazon sellers. Multiple Positive Reviews or Testimonials on an amazon product page can help build a strong trust among the seller and customers.
At the same time, you can’t neglect Negative feedback as well. It is to make your product reviews appear like posted by genuine customers. Address such reviews immediately by providing a suitable solution to make them satisfied. So ask every customer to post their review, it should be at right time, but not repeatedly to make anyone annoyed. Today there are many feedback solicitation tools available to ease this process.
Reviews are helpful to increase the CR and CTR of the product. Continuous review management can help you gain a high review score on the product. You can be the producer or simply a retailer, you should add your perspective by shedding a better light even on a negative review. It is a part of good customer support and how much you care about your every buyer. It might persuade the reviewer to either remove its complete post or amend the old negative review.
L. Competitive pricing
Product pricing is also critical especially when there is high competition or many sellers are dealing with the same product. In this case, you will need to continuously find the best competitive price for the item to stand ahead and get more orders than others.
Overall, your main aim should be to make each of your product listings ideally unique and friendly both for the machine and humans. Content, a seller is used in each of the above sections of a product listing can impact driving the attention of its shoppers. Finally, this will convert them from visitors to buyers.
Summary
Any seller can make its product more visible and lead ahead of the competition. It can be done by tweaking the Amazon search rankings using full amazon product listing optimization. It applies to all types of product listings whether it is for a unique bundle, new retail arbitrage item, or any private label product.
As per the back and front end of the product listings, conversions, and page reviews; the rank of a product falls or rises in the Amazon search results. There are many methods to tailor the products listings and increase the possibility of their ranking in the search results;
It includes Title, Images, Key Features, Description, Keywords, Reviews & ratings, and Search Terms. These are the best yet result-driven practices! It can help you improve the optimization of your product listings and enhance their discoverability.
Not all shoppers like to read all the details mentioned in paras of the product descriptions. An easy way for Amazons sellers to provide quick and easy helpful information to their customers is bullet points.
The main motto is to keep Product listings persuasive and informative. It is to help increase their rankings in the search results leading to more business sales. The above aspects can help you in amazon listing optimization! As a seller, you can make your item more discoverable in the search results for Amazon shoppers and increase conversions, and profits.
