Improve Your Brand Visibility with Amazon Store Optimization Services

June 3, 2021
Written by Nicasio Co III
Amazon store optimization services

Brand Visibility is what makes the world go round. At least, it does on Amazon. As a seller, visibility can spell the difference between a business earning millions and a part-timer who sells a couple of products a month. 

Amazon stores are the perfect way for brand owners to further separate themselves from the competition by building brand awareness and loyalty. Enhanced brand content was the appetizer. This is the main course. 

Now that you’ve been provided with the tools, let’s discuss how Amazon store optimization services can boost your business’s sales—what you need and how to do them.

What Is an Amazon Store?

This feature allows you to showcase your brand and products in a new immersive and breathtaking way. Imagine Amazon buyers going to your store directly without the need to use the search engine. Customers automatically thinking about your brand when they go to Amazon is precisely what you should be aiming for when starting an Amazon store

Having an Amazon store is like having a miniature website for your brand that features eye-catching templates whose goal is to provide a unique and professional presence in the largest online marketplace in the world.  

It also enables businesses to run ads on popular platforms like Facebook and Instagram while keeping track of clicks and conversions easily. These are effective ways to promote your Amazon store.

Can I Create My Store Now?

Not so fast! This feature is exclusive to brand owners and requires sellers to be registered in the Amazon Brand Registry. In the past few years, Amazon has been strengthening its stance on providing accurate brand representation for its customers and proactive brand protection for its sellers. For brand owners in the brand registry, it doesn’t cost anything to open an Amazon store. 

How Do Amazon Store Optimization Services Work?

Before starting your store, you need to understand how Amazon’s A9 algorithm works and how this changed because of the recent update, which many people call A10. 

The A9 Algorithm and A10 Update

Just like in Google, the effective use of keywords is vital in Amazon SEO. This determines how the A9 algorithm analyzes what customers are looking for and matches the most relevant products to their queries. 

With the A10 update, Amazon considers several factors that can affect a product’s relevance based on customer searches. 

Amazon store optimization services factors

The four main factors are text match, availability, price, and sales velocity.

Text match, perhaps one of the essential factors in Amazon optimization services, depends on what keywords you’re using to make your products more relevant to Amazon’s customers. The more relevant your keywords are to what customers are looking for, the better your ranking for that keyword will be.

You can’t make sales if your inventory can’t match customer demands. That’s why Amazon also considers stock availability as a factor in determining search rankings.

Price is a significant driver in purchase decisions. If the quality isn’t that different, what will push customers to buy is the price. Set a competitive price for your items without breaking the bank.

The last factor is Sales Velocity. It’s easy to forget that Amazon is an online marketplace, and its primary intent is for customers to buy as many products as possible. Under this factor are a few sub-factors that affect how fast you can sell your products.

  1. Fulfillment Method: You can either use FBA (Fulfilled-by-Amazon) or FBM (Fulfilled-by-merchant). FBA requires you to send your inventory to Amazon’s fulfillment centers, and Amazon will handle most of the logistics and customer service for your products. For all of that, you’ll be charged fees. However, Amazon tends to prioritize their FBA sellers, so this is the perfect method for increasing sales velocity and ranking.
  1. Reviews: Reviews mean a lot to Amazon. It shows how reliable your product is and how customers like what you’re selling. More positive reviews would go a long way in improving your search traffic, according to the A9 algorithm.
  1. Images: After doing a search, the first thing potential buyers check is the product image. This is the ultimate driver for sales. Make sure your images are optimized and geared towards converting those browsers into buyers. 
  1. EBC/ A+ Content: Separating yourself from your competitors is a great way to drive and boost sales. Why? Because buyers are more likely to buy from you if what they’re seeing is unique. It sometimes comes down to how uniquely you can showcase your wares. A+ Content can do that for you by allowing special characters in the product title and other features that will catch any jaded customer’s eyes.
  1. Advertising: Instead of relying solely on your search ranking, PPC ads can increase your brand visibility. It enables you to show your products beyond the search results in Sponsored Products, Sponsored Brands, and Product Display Ads. This is a bidding system, so get ready to invest a little money to make sure you get more sales. 
  1. Promotions: Creating Lightning Deals and offering your products on Prime Day have always been effective ways to boost sales and improve brand visibility. Take advantage of these promotions as much as possible.

Amazon Listing Optimization Service

Now, we go back to the basics. Optimizing your product listing ensures that you get a high search ranking for your chosen keywords. The A10 updates didn’t change a lot about this aspect. It only changed the weight of each part of the product listing.

  1. Product Title: The old rules of the A9 algorithm taught sellers to put the most important keywords in the title, if possible. In the updated A10 rules, it doesn’t matter where you put your most important keywords as long as the components of your listing are easy to comprehend. It puts more weight into readability and relevance more than keyword placement. Since the title has an 80-character limit, you must resist the temptation to cram as many keywords in the title as you can. The preferred format should be:

[Brand Name]  [Product Type]  [Feature #1]  [Feature #2]  [Variance]

  1. Bullet Points: It’s crucial to outline the benefits that your customers will get from your product in the bullet points within 1000 words. List the features and benefits from the most important to the least important. Make your points concise but can evoke a customer’s emotions. Avoid making them too long, as readers might skip reading them. For example, the product title might say “premium leather belts.” An effective bullet point can say, “Premium leather belts made from 100% genuine full-grain leather and resistant to non-water wear and tear”.
  1. Product Description: Don’t treat your product description as an afterthought believing that Amazon customers never read them. When a buyer is intrigued about what you wrote in the bullet points, they go to the description to get more details. This is where you can put the materials used, the item’s texture, assembly instructions, and its other benefits. There are many ways to create artistic versions of the standard product description to entice customers into buying. 
  1. Backend Keywords: Most sellers overlook backend keywords when it’s one of the most important parts of a listing. Prospective buyers can’t see them, but they’re instrumental in search rankings. Keywords that you can’t put in the other parts of a listing should be placed here. The limit for backend keywords is 249 characters, including spaces and punctuation marks, so don’t waste this valuable piece of real estate. Use it efficiently.
  1. Videos: Videos are an excellent way to increase online engagement if we look at social media trends. It could show potential buyers what the product looks like in real life or demonstrate a few of its features. You can put videos under the image block or below the fold under “Related video shorts.” Depending on your goals, you can create brand videos, how-tos, testimonials, unboxing, or how a product operates under extreme conditions. 

Sales History

Besides the changes in how you optimize your product listings, the A10 update also focuses more on your sales history. It considers how long you’ve been selling, positive reviews, refund requests, complaints, and how consistent you answer customer queries. Amazon puts values on those aspects of your selling career and factors them into its ranking decisions. 

How Can I Increase My Amazon Reviews?

As already mentioned, reviews now play a more significant role in how the A9 algorithm decides your search ranking. Of course, your initial plan would be to get as many good reviews as possible. But before going into elaborate plans on how to do that, you need to consider a few things.

Memorize Amazon’s Rules

Think about it. Amazon rewards merchants who do things the right way and punishes rule-breakers. With that in mind, the only way you can avoid any infractions is by reviewing and memorizing Amazon’s Customer Product Reviews Policy. These rules include, but are not limited to the following:

  • Don’t create a review of your own product or a competitor’s product.
  • Never offer rewards in exchange for reviews on your products or a competitor’s.
  • Don’t ask any family member or employee to review your product.
  • Asking a reviewer to remove or change their review is unacceptable.
  • Never put any incentive to get a positive review on the box or shipping label.
  • Avoid using a third-party service that offers free or discounted items tied to a review.
  • Don’t do anything that can influence a customer’s review in any way post-purchase.

The violation of any of these rules could result in listing suppression, account suspension, permanent deactivation, or legal action. Be careful.

Spread the Word About Your Amazon Store

Making people outside Amazon aware of your store is a good idea, as long as you create a funnel to filter the people coming in. Social media has always been an excellent platform for marketing. Some examples of these platforms are Facebook, Instagram, Twitter, Snapchat, and Pinterest. 

It’s never a good idea to send unfiltered people to your Amazon store. If you do that, your conversion rate will suffer. Let’s say your store specializes in electronic devices. Any gender will want to buy electronic gadgets, so you don’t have to filter by gender. Age might be a factor because older people aren’t that interested in gadgets. Gear your sales funnel towards getting people ages 16-50 to click your product or store links.

Improve Your Overall Customer Service

Not many people know it, but good customer service significantly affects how customers see your products. This starts with answering queries and ends with answering customers’ questions post-purchase. 

  1. Answer queries about your store and products promptly. Not only will you lose sales if you fail to do this, but you might start the buyer-seller relationship with the wrong impression. 
  1. Be honest about your products. Don’t try to exaggerate, overhype, or embellish anything about your products, as these will come back to haunt you. Avoid making unsubstantiated claims unless you have documents to prove them.
  1. Set your customers’ expectations about the delivery time frame. You might not believe it, but many bad reviews come from not telling customers when they can expect their package. Using a logistics partner with a tracking feature might help ease any doubts your customers may have.
  1. After your buyer receives the package, they might have more questions about the product, or something wasn’t up to their expectations. You must be vigilant in answering these questions, as ignoring them might result in an awful review. Remember, the A10 update puts more emphasis on product reviews. 

Keep the Engine Running

After getting your Amazon store on the map, all you have to do is keep it going. However, the A10 update won’t be the last, and you have to prepare for the next algorithm updates. Many sellers get Amazon store optimization services experts to keep an eye on their accounts and make sure they’re on the right track. 

For more information on how to keep your Amazon store competitive, contact us at [email protected] or [email protected].

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