Convert Clicks Into Sales: Strategically Optimize Amazon Listings

April 15, 2021
Written by Kevin Wong
optimize amazon listing

There's no doubt that Amazon is a major league player for retailers who wish to sell online. The competition is getting fiercer, so it's vital to know how to optimize Amazon listings strategically. It will give you a greater chance for the Amazon buy box, leading to a boost in total sales. 

No matter how good your products are, your target consumer won't be able to see your product listings if you have poor optimization. Selling stuff online is easy; it’s getting your product out there that’s challenging.

Increased click-through rate (CTR), search visibility, and conversation rate (CR) are some of the benefits you can take advantage of when you optimize your product listings right.

In this article, we will discuss Amazon marketing best practices that every seller needs to know.

What is Amazon Listing Optimization

It is an online marketing strategy that’s meant to help your product listing rank on the first page for relevant search terms on Amazon. As an eCommerce merchant, optimizing your product listing should be top priority. Know that listing your product on Amazon is the easiest part of your eCommerce journey. Getting the product visible to potential buyers is a whole different ballpark. The quality and benefits of your products won’t matter if they are not visible.

The Importance of Optimizing Your Amazon Listings

Before we dive into how to optimize your product listings on Amazon, let's learn first why it is crucial for your eCommerce business.

Top Ranking on Amazon Search Results

Did you know that the majority of Amazon users never scroll beyond the first page of Amazon search results?  They usually click on and through the listings until they find what they are looking for. Topping Amazon's search results increases the possibility of shoppers clicking on your listing’, eventually buying your products instead of your competitors’. 

Be Visible to The Right Buyers

An effective Amazon SEO strategy offers visibility in the right search results, enticing visitors with actual buying intent instead of just “window shopping.” This will reduce your browse and cart abandonment rates and, instead, raise your conversion rate. Take note that Amazon looks at clicks that don't convert as negative traffic and can potentially hurt your 

standing.

Developing Good Practice

When you decide to grow your business onto other sales channels or build your own marketing website, strategically optimizing your listings and Amazon performance is definitely a good practice. E-commerce platforms like eBay, Walmart, and Google all rely on the same listing optimization, consumer feedback, and the duration of your shipping to decide when to match you with a buyer's search query. 

Optimize Amazon Product Listings

Now that you already know the importance of Amazon listing optimization, it's time to dive into the 'how.' Amazon has created A9, its search engine algorithm, to help online shoppers find the best product. 

The A9 algorithm will churn through all of Amazon's listings to find those that best match a shopper's search terms. It is a wise choice to do Amazon SEO optimization using keywords and good seller behavior. 

You can achieve these by optimizing the following:

Product Texts: Human and Machine Optimization

Below are the essential steps you need to follow when creating product descriptions and texts. 

  • Provide all the product’s pros and selling points to encourage shoppers to buy.
  • Highlight the benefits and advantages of the product in the description. Include in substantial detail how your product's features can help potential buyers.
  • Present your product in visually appealing and readable content so all the vital information can be easily received and understood.

For sellers with Amazon Brand Registry on their accounts, additional content options are available for both Seller Central and Vendor Central platforms: Enhanced Brand Content (EBC) for Seller Central and A+ Content for Vendor Central, which Amazon recently combined. This system allows multi-form content to produce effective product descriptions, resulting in enhanced advertising efforts and the opportunity to cross-sell. 

While you optimize Amazon listings, make sure to also check how they appear on mobile devices. The product description and bullet points come out significantly shorter due to the responsive yet limited interface. The most critical information should always be listed first, so users don’t need to scroll too far to get the answers they’re looking for.

Product Title

Learn how to come up with a compelling product title, as this is the first thing shoppers see on your product listing. Choose a relevant and informative title that is easily scannable. Your most important keywords must be in the title. Focus on the readability, clarity, and word count—it’s ideal to stay within the 200 character limit. 

Product Description

For product descriptions, you can use both free-format text, bullet points, or a combination of both. This is a crucial part of your listing because this is where you get to sell your product. Like your product title, you must include relevant keywords for your product if you want to rank.

Ensure that your product description is clear, concise, informative, and engaging to read. Focus on the product’s unique selling points and benefits that your customers will enjoy. Keep in mind that only the first 1000 characters of your bullet point are indexed by Amazon 19, so make sure to include relevant keywords on top and keep the article short. 

Additional Details

In some product categories, Amazon allows you to add additional information or keywords—take advantage of this feature. It will not only provide your potential buyers more information but also implies that your listing will be included in filtered search results.

Use this to enter additional information for your products. Include the material, weight, or energy efficiency class in this section. The data collected in this section will help Amazon’s algorithm put your store on prominent areas of the platform.

Product Images

Some Amazon sellers take their product images for granted. Visuals are actually an integral part of Amazon optimizations. Your product images should:

  • Be of high quality
  • Fill 85% of the image frame
  • Show different angles
  • Show the product on a plain white background 

Make use of your additional image allowance to showcase accessories, close-ups, variations, packaging, and different angles. Also, it would be best to include a lifestyle image to show your potential buyers some perspective.

Main Image

Your main image is crucial for CTR and CR. Take note that it should follow Amazon’s minimum main image requirements: a white background, good lighting, and the product encompassing 85% of the frame.

Additional Images

Additional images are also crucial for CR, so you should not take this for granted. You can use more flexible design options with other images, so you can use them to highlight your product's unique features. Use this to showcase different angles, lifestyle photographs, uses and benefits, special features, details, and packaging.

Hidden Keywords

Amazon allows you to enter up to 250 characters of descriptive keywords embedded into your page but not necessarily shown. These are also known as hidden keywords or backend keywords. You can utilize these for relevant keywords that you can’t fit anywhere else on your content.

Customer Reviews

Also essential in amping your product's CTR and CR, Customer Reviews consist of 2 metrics:

  • Number of reviews
  • Average star rating

There are several ways to increase the number of reviews. When your product is good and your customer service is exceptional, a buyer may be more than willing to leave a good and honest review. You could also prompt buyers to send in their reviews by using parcel inserts or advertise on product testing platforms. 

Ensure that you comply with Amazon’s review guidelines. Also, Amazon offers sellers and vendors its own fee-based programs for generation reviews: Amazon Vine and Early Reviewer Program (to be discontinued on April 25, 2021). 

Assign people to regularly manage the reviews to maintain a high product score. It is helpful to respond even to negative reviews and add comments to at least relieve the shopper’s purchasing experience. When you reply to bad reviews, it will show good customer service and willingness to improve the quality of your products or service. 

Optimize Amazon Listings With Seller Interactive

At Seller Interactive, we support sellers and vendors in all areas of Amazon product listing optimization:

  • Amazon SEO:  Competition is fierce on Amazon. We have a team of professional Amazon SEO experts that can help you achieve Amazon's top ranking on search results, making it easy for you to convert clicks into sales.
  • Content: We keep your target shoppers captivated by coming up with high-quality content optimized and designed to put your brand at the highest advantage.
  • Reviews: Our team will be responsible for all your inbound and outbound communications. We will promptly respond to inquiries and product reviews. We can help you create an automated follow-up messaging sequence. Through this method, we can boost positive reviews while pacifying the negatives.

Reach us at [email protected] and talk to one of our Amazon Optimization experts for a free consultation.

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