Last updated on June 5th, 2023
Written by Himanshi Raj
Amazon is still the leading eCommerce platform for sellers and consumers all over over the world. With over 350 million product listings recorded as of 2021, Amazon has everything. However, on the downside, you may encounter a massive problem as a seller - your products do not top the Amazon search results.
The challenge of having your product visible on front page search results is a problem faced by virtually all sellers in Amazon. But as a seller, you can resolve this. The solution to this is Amazon listing optimization.
Amazon account optimization is never a walk-in-the-park kind of task. It takes into account many factors that differ on a case-to-case basis. Add that to an ever-changing algorithm used by Amazon, the competition is heavy, and the antes are up. That is the exact reason why sellers opt-in for Amazon listing optimization services.
Wanna know some of the no-cap, bullseye, straight-to-the-point, and details you need to know when revamping your product listings on Amazon? Well, sit back and relax because here are the top 10 fool-proof and proven Amazon product listing optimization tips and tricks to take your Amazon selling to the next level.
Remember that Amazon is a search engine. The terms that shoppers lookup in the search bar are the keywords you need to incorporate and use on your product title, product features, and product descriptions. ASINs with relevant keywords will earn more impressions and eventually more conversions, which you are aiming for.
You've probably heard it over and over again. But, if you haven't done your keyword research, now is the time. Using relevant keywords generated from keyword research tools can significantly improve your rankings on the Search Results page.
Ensure that your product title incorporates high-value keywords. Other keywords should be in your listing bullet points and product descriptions. Keep in mind that using keywords repeatedly on Amazon will not increase your rankings, so remember not to keyword stuff and incorporate them strategically.
In the world of Amazon, shoppers are at the highest pedestal. They dictate the demand, visibility, and sales of specific products. As a result, Amazon maintains a customer-centric mindset in establishing policies, and you as a seller will have to adjust to what is clicking in the masses accordingly.
Some categories are more profitable than others due to shopper interest, while some are less profitable due to lack of shopper interest coupled with a saturated market. Therefore, to have a higher chance of earning sales, you'll need to select a category for which shoppers are actively visiting Amazon.
If you find your account restricted in gated categories, subcategories, or ASINs, go to your Amazon Seller Central account and request approval for every product listing. Simple as that!
Product titles are a vital part of a product listing and can make or break a sale. Amazon itself suggests sellers craft their product titles in the following format:
[Brand] + [Product line] + [Material or key feature] + [Product Type] + [Color] + [Size] + [Packaging/Quantity]
To put this into an example,
[Laura Ashley] + [Sophia Collection] + [300-Thread-Count] + [Pillow Cases] + [Blue] + [Queen] + [Set of 2]
So, the Amazon product listing will look like this:
Laura Ashley Sophia Collection 300-Thread-Count Pillow Cases (Blue, Queen, Set of 2)
You might discover high-ranking keywords while doing SEO keyword research which you should use within the vital product information. You want to target the shopper's attention right off the bat by providing the product details the shopper is looking for, which is accomplished when you build a strategic product title.
See to it that the first letter of every word in your product title is capitalized, numbers are not spelled out, and details are laid out clearly and in a logical order. You only have 200 characters maximum for your product title, so arrange this carefully.
This is just a little reminder that overstuffing your product title with subjective words and subjective keywords is not appealing to shoppers. So, be mindful!
A product feature is the section in a product listing that allows sellers to showcase the product's features and benefits in a bullet point manner. Remember, a listing's product feature section should be clear and concise, having descriptions short but detailed enough to give shoppers an idea of what the product provides. Of course, do not forget the keywords for SEO!
A handy tip is to include your product specifications in capitals and their benefits to the customers in lowercase. Emphasizing product specifications can make them stand out to the shoppers' eyes. Another helpful suggestion is to answer some of the most frequent questions shoppers ask on your product listing or product listings of your direct competitors - this way, they won't have to hesitate to hit that Buy Box.
A general rule of thumb is to keep your bullet points under 1,000 characters in total to improve readability. After all, long, boring bullet points don't look appealing to the shopper. Every product listing has an optimum number of 5 bullet points to use, so utilize them wisely!
In this product listing section, you have all 2,000 characters at your disposal to sell your product. Though this is twice as big as the product features section, you should keep in mind that shoppers usually reach this point if they are looking for information they need or a signal that makes them hit the Buy Box.
Don't be afraid to use bold formatting, underlines, and italics on parts that make the product description more readable. Doing this can make the reading task for the shoppers a lot easier.
A stellar product description elaborates details found on the product features section, adds more benefits and attractive features that were not included in the product features section, and highlights great reviews from customers who bought the product. Catchy lines and handy SEO keywords are also helpful in ranking higher and improving organic search.
One of the game changers in Amazon product listing optimization is having great graphics. Shoppers cannot see your products in person, so your graphics should make up for that. In addition, images that showcase your product from several angles will surely entice the shoppers to buy your products.
Amazon itself recommends six images and a video that accurately shows your product's high resolution with clear and bright lighting. The main image, which is the one that will show in default, has to have a white background with no added element in it. All images should have the product fill approximately 85% of the area.
Shoppers want a hedonistic appeal, so try to use graphics that have the product with people using the product. Consider getting a professional photographer and graphic designer when making your graphics stand out because shoppers value the looks of your product on the screen, and going above and beyond your graphics will surely give the shoppers an idea that you value your product.
The new algorithm the Amazon search engine is using is A10. It prioritizes brand reputation and positive reviews from customers. But how do you exactly turn the review section into a tool for your product listing optimization?
Simply put: when responding to customer reviews, you can freely use SEO keywords, of course, not to the point that you're making the responses a lot longer and pointless by stuffing them with keywords. Having an automated Amazon response engine may work, but never force the customers to leave a review, or else Amazon will penalize you.
Gaining the trust of the shoppers and customers along the way will garner you positive reviews. So be patient and strategize well using the reviews you have accumulated!
If your Amazon store is enrolled in Amazon Brand Registry, there is an opportunity for you to aesthetically place texts, images, and videos on your listing's product description section.
A+ content is a premium feature only available for branded ASINs to organize their product descriptions better. As a result, there is more room for flexibility and creativity, generating more traffic into your product, increasing organic marketing growth, and higher conversion rates when used effectively. So, use this feature or renovate it if you qualify for it!
Not many Amazon sellers know backend keywords and how to rank products higher in the Search Results pages. Backend keywords are hidden keywords that you input in Amazon Seller Central.
So what's the matter with backend keywords?
You may have SEO keywords that you want to hide from your competitors, so using them as your backend keywords can be your edge as a seller competing with others.
Remember that the backend keyword should not be found in your product listing to avoid redundancy. Each backend keyword should also be separated only with a space, and you only have 250 bytes allowed to use. You want to go for the former with one alphanumeric character weighing one byte and special characters 4 bytes.
We at Seller Interactive know how brutal the Amazon marketplace can be. However, those nine tips can only ever take you so far. So many new product listings, algorithms, and rules can feel overwhelming, but it does not have to be complicated. With so many resources at your disposal, you can learn the art and science of Amazon product listing optimization.
Another great option you may take is to make us your partner in renovating your Amazon online store and product listings. You can reach our in-house graphic designers, SEO specialists, copywriters, and Amazon experts with years of professional experience by availing of our services.
Interested? Don't hesitate to send us an email at [email protected] anytime!
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