Amazon Listing Optimization: The Art of Increasing Your Sales

June 25, 2021
Written by Jayce Broda
Amazon Listing Optimization

As Amazon grows into one of the biggest eCommerce channels globally, more and more merchants want to sell on the platform. With increasing competition, you need to step up your game. This is where optimization steps in: well-executed Amazon listing optimization appeals to both the Amazon A10 algorithm and shoppers, driving up your conversion rates by getting people to buy your products. 

In this article, we will discuss the specifics of Amazon product listing optimization and how you can leverage these to reach your goals, no matter the size or scope. 

Amazon Launch Strategy

First, it is crucial to understand what listing optimization is. A product listing can be compared to an alluring website landing page. It may contain all the right copy, beautiful images, and a strong call to action, but none of this matters if no one visits your page—no page visits, no sales!

You have to plan an effective launch strategy for your listing optimization to make an impact. It will include using Amazon campaigns to drive internal as well as external traffic to your listing. You can drive external traffic from paid social media like affiliates, blogs, partnership marketing, and general brand awareness. Successful marketing efforts outside Amazon will always have an effect on sales in your Amazon store. 

Analyze Your Amazon Listing Optimization

When you've successfully driven traffic to your listings and generated some sales, you’ll need to analyze the results. There are four things worth looking at when effectively analyzing an Amazon listing:

  • Sessions: The number of visits by Amazon shoppers in 24 hours.
  • Unit Session Percentage: The number of units bought compared to sessions.
  • Sales: The product's overall gross sales compared to previous seasonal periods.
  • Reviews: Customer feedback about your product and their shopping experience.

Analyzing these numbers will give you an overview of your listings' performance instead of just looking into elements that may not accurately paint the whole picture. For example, as you expand your marketing to a wider audience, you may find that your Unit Session Percentage or conversion rate decreases as more people are driven to your product—this might sound bad at first, but it could also spell a growth in your overall sales.

You don't have to worry when this happens because this is a good sign that your store is expanding its reach: more shoppers see the listings, few are interested, but because of the overall increase in your audience more people end up buying your product.

Organic Keyword Ranking

Majority of potential buyers in key markets search on Amazon before looking at search engines. With that said, you must rank organically in the top 3 spots for your most relevant and highly searched keyword. This will significantly expand your audience and sales.

Optimize Your Amazon Product Listings

To achieve your desired outcome, start by optimizing your items with the highest traffic but low conversion rates. Know how to optimize Amazon listings and convert this high traffic into actual sales.

Product Titles

Your product title will be what captures shoppers’ attention: this is what boosts your click-through rate. Amazon allows up to 200 characters for a product title. However, it is best to limit the title to no more than 80 characters, so plan how to go about this soft limit.

Many Amazon consultants will tell you to include your brand’s name, the name of your product (or a description of it), and other information shoppers will find helpful. However, from our experience, we suggest dropping the brand name and including this in your product images. Dropping your brand name from your title will free up some of the space, and since many people presumably aren’t searching for your brand’s specific name, it’s wise to leave your branding to the images instead.

Remember that it is also extremely important to choose the right keywords for your product title. Don’t add all the search terms with high volume, and instead look at how relevant these words are to the products. In short, be selective with your keywords.

Here are more tips for your title:

  • Avoid using ALL CAPS
  • Follow the rules of Title Capitalization
  • Avoid using symbols
  • Numbers should be in numerical form 
  • Do not put the price and the quantity
  • Avoid sales-y words

Product Images

Most shoppers decide whether to click on your page based on the quality of your product images—yes, this is more valuable to shoppers than even your title. Once they make it to your page, your photos will still play a significant role as a factor in whether they buy the product or not. 

Thus, it is of utmost importance to only use high-definition product images that are at least 1000px X 1000px. Amazon lets people zoom into each product to have a closer look into its details, so don’t forget this. 

Here’s how you should upload your images:

  • Avoid misleading your buyers with deceptive angles of your product. Always upload images from different angles.
  • Upload images taken by actual customers. This will provide a more authentic view of the image. 
  • Use an image that shows its comparison towards its competition using tables or charts. 
  • Always make sure that your products are photographed against a plain white background.

As mentioned above, product images are a great way to showcase your branding. Including your logo anywhere on your main image is against Amazon’s rules, but on the rest of your product images you can place your brand’s name in a corner, have consistent layouts, or maybe even a color scheme that differentiates your products from your competitors. If you have trouble with branding your images, a professional graphic designer can help.

Bullet Points

Highlight your product’s features using the five bullets. Choose the right keyword that best describes what your product does—essentially showcase the benefits of your product. Many shoppers skim through listings and only read bullet points. Don’t waste your chance to persuade them. 

Keep your bullets easy to read and within the 1000 character limit. Format them consistently, and fill them with keywords in such a way that doesn’t constitute keyword stuffing. Finally, keep all the information here relevant and important. What we’re looking for are bullet points that walk the fine line between appealing to buyers and appealing to the Amazon A10. Having a mix of both helps you rank in search results and increases your conversion rate.

Product Descriptions

Here is where you should be adding long-tail keywords, especially to describe your product in detail. If you were the buyer, what do you think a seller could say to convince you to buy it? It is vital to be honest about your products, yet still persuasive. Again, avoid keyword stuffing. Also avoid lying about your product at all costs.

Utilize A+ Content for your Amazon Listing Optimization

Improve your branding with Amazon's A+ Content. If you are enrolled in the Amazon Brand Registry program, you have the option to use this feature. This section isn’t indexed, meaning you cannot use it for SEO purposes. The whole point of A+ Content is to give a better shopping experience to Amazon’s customers, and to entice them to purchase from your shop.

Remember three important tips when filling up your A+ Content:

  • Value Proposition: This is meant for the main benefits that your products offer. 
  • Keep Images Real: Focus on real life images rather than product shots for this part. This is your chance to show shoppers how your products work in real life. 
  • Key Features: This section should be at the bottom of your A+ Content page. Explain to shoppers what your product does, what people should expect from it, and what sets your product apart from its competitors.

Keep Your Backend Keywords Updated for Powerful Product Listing and SEO Gains

Amazon backend keywords are invisible keywords you can add to your product listings. These keywords are placed in a special section found in your Seller Central and count towards your product indexing.

Although this section can be used by misspelled keywords and keywords in different languages, enhance the discoverability of your product by only including generic words. Amazon only indexes the first 249 characters in the backend keywords, so you’ll need to be strategic. Find strong keywords and use only those that matter most.

Useful tips for backend keywords:

  • Prioritize the most-important keywords
  • Avoid including irrelevant keywords
  • Include the popular abbreviations and alternative names of your product
  • Avoid repeating keywords
  • Plural forms don’t matter
  • Do not duplicate keywords (those already placed in titles and bullets)

Always Keep Your Keywords Up-to-Date by Constant Testing

Amazon listing optimization is not a one-time thing, and you always have to test the elements in your product listing page. These include images, titles, descriptions, bullet points, keywords, and A+ Content. Track the changes you make, and know which change did what. In this way if you don’t see improved results, you can always switch back to what you had done before.

Key Takeaway

No matter how mind blowing your products are, without the right Amazon optimization strategy you won’t be able to achieve your seller goals. Seller interactive helps optimize Amazon listings for search. Learn more about how you can boost your product rankings on Amazon and take advantage of our free consultation. Reach out to [email protected] today!

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