Starting your online business on Amazon can’t be that complicated, right? With everything going virtual, you’ll have your store up and running in no time at all. The situation is a double-edged sword, though— with easy and convenient access, every Dick and Jane can now start a business. Over the years, the market’s gradual saturation has led to a downright brawl for customer visibility and attention. Sellers have to think outside the box by using effective Amazon Listing Optimization techniques. This is where it gets challenging.
With the seller base reaching over 2.5 million and growing, successful sellers adapt numerous methods to stick out from the crowd. One of them is through Amazon product listing optimization. From your product title and description to the images, reviews, and backend search words, every little detail is optimized to maximize your platform presence, customer reach, conversion rates and conform successfully with Amazon’s customer-centric policies.
Amazon is continually improving its highly efficient A10 Algorithm, working day and night to provide an excellent customer experience. Every query must produce a search result that immediately satisfies a customer’s intent. Amazon’s previous A9 Algorithm put a premium on product relevancy, past research patterns, and selected products with a solid sales performance history to appear in the Search Engine Results Page (SERP). The newer A10 places a greater focus on providing customers the most accurate and timely search results, regardless of profitability. PPC campaigns don’t hold as much weight as before because ads may or may not necessarily satisfy the buyer’s needs.
The following are the organic ranking factors the A10 Algorithm monitors:
The A10 Algorithm puts high regard for seller authority. That said, you’ll need to build and grow a loyal customer base with recurring purchases to win Amazon’s favor. One of the best ways to achieve this is to improve how your listings appear to customers.
Read on to learn how to build an Amazon product listing like a champ:
Smart copies sell. PPC campaigns usually won’t take you farther than customer visibility. It is now up to your content to entice customers to stay and make a purchase. Here are a few ways you can quickly beef up your listings:
Your listing title is one of your online business’s most significant real estate. Customers sometimes only skim through the SERPs titles, which is an excellent opportunity for your listing to stand out.
A great title, as per Amazon standards, should contain the following:
Organic-search-related titles only allow about 144-155 characters to attract customers, depending on the product or category, so you need to put in the best and most relevant keywords at the foremost. The first few words are what catches the customer’s eye, so you want them to know firsthand what you’re offering. Amazon’s Algorithm also recognizes listings with keywords that appear at the beginning of the title as having a higher relevance.
Way back in Amazon’s early era, sellers stumbled upon a creative and cheap way to kick start their product ranking. The trick was in stuffing as many high-conversion keywords as possible in the title and description, resulting in essay-sized titles that made zero sense and value. Thankfully, the Algorithm has gotten smarter, and this behavior is now penalized. Besides, putting all of that irrelevant keywords will only increase irrelevant traffic, which could exponentially increase your marketing costs without any actual conversions.
Product descriptions do not directly impact your ranking. However, it affects your product’s visibility and influences the way customers feel about your listing. Descriptions also provide an excellent opportunity to share your brand’s story.
Here a few ways you can write a compelling product description:
Most readers find a block of text unreadable and boring. Organize your description into bullet points so a buyer can quickly skim through the details and features.
The character limit is a strict Amazon rule you must follow. Write a comprehensive description by getting straight to the point.
Your product description should describe what your brand represents, so it’s a vital turning point between a visitor becoming a passer-by and a loyal customer. While it’s essential to be creative in introducing your item, a majority of your prose should stay focused on the features, details, and all the benefits the product has to offer.
Here’s where you dump keywords that are hard to fit within your content: non-English terms, misspellings, and other high-performing phrases you think would help.
Example: If I were selling a cellphone brand, I’d include the top 20 phone brands so my listing would still show on the search page, and my listing copy would have the opportunity to entice multiple markets.
Only the Amazon algorithm will read backend search terms, so drop the formalities and just put a space between each search term. Avoid repeating keywords you’ve already used in your title and product description. Using too much of the same keyword may cause your listing to be flagged as spam.
It’s a fairly simple concept but can be very difficult to apply. Simply put, for your product to appear on the Search Engine Results Page, the customers’ query must contain the keywords in your listing. There are various online tools available to accomplish this, such as Keyword Inspector, which helps you look up a plethora of Amazon Standard Identification Number of ASINs related to yours. This makes the process of picking out the best-performing keywords much simpler.
Every market category is simply teeming with sellers, making it more complicated to stand out. Although there are various paid and free keyword research tools in the market, the more straightforward solution is to tap into Amazon’s Algorithm itself. Type a few of the relevant keywords you’ve come up with and examine the search results’ most successful listings. You can study how and where they used the keywords and integrate some of those into your listing. It’s not a one-time solution, but it’s a great way to start. Over time you can tweak your listings as you see fit.
In-depth knowledge of your product enables you to figure out what market the product best serves.
By doing a proper analysis, you get a good idea of what parts of your business you can modify to stand out from the competition.
All the knowledge you’ve gathered so far will let you foresee your possible buyers’ personality, traits, and behaviors so you can tailor a more effective marketing strategy.
People respond more to imagery than text, which is why you must have eye-catching product photos. An excellent image conveys a product’s style, quality, and reliability and gives buyers an idea of how it would feel to use the product.
Amazon permits as many as nine images, including the primary display. If you’re uploading a product video, take note that it’ll be on the 7th picture slot.
Here are some of the specifications Amazon recommends:
Despite Amazon’s restrictions and technical guidelines, there is still some space for creativity that sellers can utilize to stand out.
You want to give your customers the option to zoom in on the product for easy inspection. Zooming also fosters a sense of transparency that you’re confident in your product enough for it to be seen close hand. Contrary to popular belief, you don’t need to upload mega-sized pictures as zooming abilities begin at 1000 pixels, although the 2500 pixel size would be the safest bet.
A common mistake among sellers is not making the most out of the available image slots. Multiple images enable you to feature your product from every angle, allowing customers a more holistic impression. You can add in-laid text or graphics to your pictures if it emphasizes critical information like sizing charts or scale comparisons.
If a buyer isn’t too familiar with your product, this is an excellent chance to showcase how it might apply to their lifestyle. For example, if you’re selling shoes, most buyers would be interested in seeing the shoes worn by a real-life model, so they can picture out how the pair would look on their feet. Similarly, showing examples of the kind of food you can cook in an air fryer is an excellent way to let the audience picture its applications.
Of course, these marketing techniques won’t be as effective if you’re violating Amazon guidelines at every turn. To know what rules you should keep tabs on, check out the full list of the policies.
One of the most impactful factors for product ranking is that reviews come only second to sales history and velocity. Amazon is fully aware that reviews comprise an essential part of the customer’s decision-making process. Customer reviews serve as a social receipt that buyers know it’s safe to splurge their money on an item from your store.
This setup is why many sellers try to purchase fake positive reviews from third-party services. Amazon’s Algorithm is hot on these seller’s heels, so it’s better to go down the legitimate path.
Getting your first review can be challenging as fewer customers want to risk money on a product listing with the phrase “Be the first to leave a review for this product.”
While waiting for your first sale, you should begin crafting an email feedback sequence that contacts buyers after their purchase in seller central’s messaging service. You can outsource this process to a third-party amazon account management service so you can get it right the first time. With a custom email sequence, you impress customers with your commitment and dedication to customer service. You could offer reviewers a small incentive, like a freebie or discount, on their next purchase.
Nothing moves up your ranking faster than sales. Less than 30% of customers ever make it to the 2nd page, so it can prove quite tricky to get that sales spike if you’re on the 7th or 8th page. One nifty option for sellers is to diversify traffic.
PPC campaigns drive on-site traffic, wherein you pay every time a customer clicks on your sponsored ad. While PPCs are essential, it is no longer viable as an exclusive marketing strategy. To diversify, sellers should make an effort to establish traffic beyond the Amazon platform. Examples would be Facebook, Instagram, landing pages, Google Adwords, etc. This method ensures you’re casting your net as wide as possible, so you catch more interested buyers.
Your amazon listing is just one of many things you have to factor in when starting an eCommerce business on Amazon. It is one of the most vital turning points in the customer-seller relationship.
With Seller Interactive, we use our years of expertise to bring out the best in your winning products by enhancing every minute detail to satisfy and persuade the customer. Under our wing, you get a professional product listing fast as well as assistance in other parts of your growing business, like brand protection, sponsored advertising campaigns, account security and reinstatement, and etc.
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