Selling on Amazon is fiercely competitive, and with millions of products already listed, you need to modify your product page constantly to stay in the competition. One way of doing it is by optimizing your product listings regularly.
Even a well-optimized product page requires regular updates to meet the guidelines and customers’ expectations. A perfectly optimized page can not only improve the chances of making a sale but also improves the product ranking. But the question is – How to optimize the listings?
In this guide, I will discuss various tips and tricks you can use to optimize your product listings. We will also discuss the key factors you need to keep in mind, whether it’s Amazon guidelines, search algorithms, or the structure of your product page.
Amazon Listing Optimization: Why Is It So Crucial?
An Amazon product page contains information regarding its price, features, warranty, etc. it tells shoppers everything they need to know about the product before they go for a purchase. An informative page helps buyers find exactly what they are looking for among the millions of products on the Amazon marketplace. The process of editing information on the product page is referred to as Listing Optimization.
The sole purpose of optimizing the item listings is to encourage and convince customers to buy the product. The mathematics is simple – a well-structured and professionally designed product page is more likely to convert rather than an outdated one.
Mentioned below are the main reasons why you should regularly optimize your listings:
1. Stay Ahead in the Competition:
Keywords are the main difference between a product that shows up in the top 5 search results and one which is on the 5th page. While optimizing your page, you need to go through the top results and hunt for high-volume keywords.
2. Get Closer to Make A Sale:
As I stated above, a well-crafted product page always encourages customers to make a sale. Customers are more likely to trust a quality product page rather than a poorly made page which is lacking the key information.
3. Increase the Discoverability of Your Product:
By implementing proper optimization strategies, keywords and SEO, you can make your product easily discoverable. If your product page complies with Amazon guidelines and consists of high-quality content, it will gradually move to the first page of search results and improve its ranking.
4. Keep Up with Amazon’s Latest Policies & Trends:
By regularly optimizing your listings, you can always stay up-to-date with ever-changing Amazon’s latest trends and search algorithms which is responsible for your product appearing higher on the results.
5. Promote Yourself as A Reliable Seller:
Monitoring customer reviews and making changes according to their feedback is a crucial part of listing optimization. This increases the chances of conversion and also establishes you as a reliable Amazon seller.
Amazon Listing Optimization: Step-By-Step Guide
The fundamentals of Amazon Listing Optimization are
✔ Product Title
✔ Item Description
✔ Features, Advantages
✔ Product Images
✔ Customer Reviews and product rating
✔ Pricing and Competition Analysis
1. Make An Audit
Auditing is nothing but determining which ones of your listings need optimization. Over time, you will need to modify your product pages, update images, set new prices, add updated features, and much more.
It’s very crucial to stay updated with Amazon’s latest algorithms and product guidelines so that none of your listings violates any rules or falls behind in the competition. You can use an optimization tool for auditing or even do it manually if you don’t have a vast inventory. To keep up with the latest trend, use the product research tool to find out competitive prices, the latest trends, seasonal demands, past sales and profit records, and so on.
“It’s a wise idea to start the optimization process with your high-volume listings which are not converting. It means the product pages that are getting a lot of visits from the customers but somehow they are not convinced to buy them.”
2. Keyword Research & Search Terms
The keywords are the terms or phrases that shoppers use to look for a particular item. Now, most people are not very concerned about grammar or punctuation while searching for products. This is why it gets a bit trickier to locate the popular keywords.
When you include high-volume keywords in your product page, the amazon search will highlight your product for every search query containing that keyword. As you keep making sales, the product rank will improve and it will climb up the order.
On Amazon, there are 2 types of keywords:
Primary Keywords are used in product titles and descriptions. They are visible to all customers and play an important role in highlighting your products whenever someone uses the keyword.
Hidden Keywords are also referred to as Search terms. These back-end keywords can be short forms of key phrases, a combination of words that customers use a lot to find a particular item or even some words that may not make a lot of sense.
For example, customers can use “smartphone good camera” to look for a phone with a good camera.
✔ Don’t stuff keywords in your product description.
✔ Use a good keyword research tool to find out the best-performing keywords for your product.
✔ Use the competition analysis feature to monitor the keywords your rivals are using.
✔ Think like a customer and locate the best search terms that a common person would use while searching for the item you offer.
✔ Make sure to include the Primary keyword at least once in the Product title, description, and features.
3. Creating the Product Titles
Optimizing the product titles is probably the simplest yet most important process of listing optimization. The title will be the first thing that customers will see, along with the product image. So ensure the title is accurate and shows exactly what you are selling.
It will be the first and one of the two parts of your listing that will be visible in search results. That’s why it should be attractive and original, which convinces buyers to click on it and go to your product page.
✔ Make sure the title is not too long/short and contains the primary keyword. This will get your product listed in the Amazon index.
✔ Always use capital letters for each word of the title except for an article, conjunction, and preposition.
✔ If your product has more than one item, always mention the number of items using numeric letters.
✔ Don’t use characters such as @, $, and &.
✔ Mention the name of the brand in the first 2-3 words. It will increase the chances of getting clicked by the customers.
✔ Write the title which fulfils the guidelines of Amazon template creation.
4. Adding Features and Images
Product mages give the customers a visual indication of the products they are looking for, such as colour, structure, size, etc. That’s why it’s highly significant to upload pictures that represent the product in a good and honest light.
A blank page with no images draws bad publicity and also decreases the chances of getting picked by the customers. You can upload a total of 9 pictures on Amazon – Primary Image and Other Images.
Use your best picture as the primary image as it will appear in search results for the buyers to see while browsing through the list of items. You can add up to 8 other images to show the product from different angles, what’s inside of the product(if applicable), the dimension chart, an image containing product information, and so on.
✔ Make sure the pictures are exactly of the same item you have listed. Wrong images may repel customers and put you in a bad light.
✔ Always try to use HD images that look professional and immaculate. Customers usually don’t consider items with low-quality pictures.
✔ Use pictures with a white background. This will enhance the product’s colours and dimensions.
✔ Make sure that the product covers more than 80% of the image.
✔ Add pictures that show the item from different perspectives.
5. Product Features
Right below the product pricing and other information, you can add key features of your products. A smartly written feature list increases the chances of the product appearing in search results for one of the keywords used in the features list.
If you are selling a common product, you need to be extremely tactful while writing the product features that will show the customers that your item is the one they are looking for and it stands above the rest.
Amazon will let you add up to 5 bullet point features. Try to use them all to highlight every bit of the information the buyers need to be 100% convinced about the purchase.
✔ Use the primary keyword at least once in the features.
✔ Use semicolons to distinguish between features in one bullet point line.
✔ Include measurements in cm and inches to make it easy for all the customers.
✔ Start the bullet point with a capital letter.
✔ Don’t use words for numeric details. Always use numerals.
6. Informative Product Descriptions
Always remember if a customer is reading your product description, he’s already satisfied with whatever is up there, such as images, features, and so on. The reason he’s on the description is that he wants to know what the item offers.
Make sure to include all the high-volume keywords in the description along with every detail about the item, such as shipping speed, product quality, brand importance, warranty, and instructions.
One good practice is to go through the top-performing products of the same category and check their keywords. You can also do it more strategically using a keyword research tool such as Helium 10 or Jungle Scout.
✔ Include the most relevant keywords in the description without repeating them. This will increase the chances of your product reaching higher on the search result page.
✔ You can take experts’, and content writers’ help to write the product descriptions.
✔ Keep the grammar accurate, simple, and easy to read.
✔ Be specific with descriptions. Mention why your product is more beneficial than the others.
✔ Add warranty, product origin, instructions, and dimensions.
✔ Avoid URLs, seller information, marketing information, other products, contact details, company details, etc.
7. Be Smart with the Pricing
Your product pricing also determines where your product is going to appear on the search page. Optimizing the pricing detail is not as straightforward since the competition is tough and you need to think about the profit which is the main reason why you’re in this business.
Thankfully, there are many seller tools you can use to find out the past and current prices from sellers which will help you set a competitive price for your item. These tools can also monitor the price in real-time will definitely help you find the optimum price which will make you enough profit to keep going.
✔ Make a list of competitors and their prices and perform a detailed analysis.
✔ Use seller tools like Jungle Scout, AMZ Scout, etc to do the analysis and find out the best price for your product.
✔ Consider switching to FBA/FBM if your profit is not what you expect it to be.
✔ Try to win the Buy Box. This will increase your chances to make a sale.
8. Motivate Verified and Genuine Customer Reviews
The significance of reviews can’t be overlooked. Even having 3-4 positive reviews can increase the chances of a sale by 20-30% since a customer is more likely to take the word of another one who has already bought the product.
Amazon’s latest search algorithms consider customer reviews and product ratings seriously to determine product ranking. This means that the more reviews you have, the higher your product is going to appear.
✔ Create a professional-looking template for the after-sale email and ask your customers to drop their feedback.
✔ Use Amazon Review Program where Amazon will help you get at least 5 reviews within one year period.
✔ You can include printed material with the order shipments, asking the buyers to give their opinion.
✔ Ask your customers to contact you if they are not satisfied with anything related to the product, shipping, or packaging.
9. Add Q&A Section on the Product Page
At the end of a product page, you can provide a Q&A section. It allows your customers to interact with you directly and ask their queries regarding the product. Not only will this encourage them to buy from you, but also make them trust you more, and over time, you will create a faithful audience.
✔ Always be friendly and polite to your customers no matter how bizarre the query is.
✔ Try to answer as soon as possible to keep the customer engaged.
✔ Avoid short answers. Provide all the details the customer needs.
✔ In case you don’t have the exact solution, offer alternatives with proper details and specifications.
How to Improve Product Ranking on Amazon?
In addition to listing optimization, you can use the following tips to further improve your product ranking:
1. Grab A Toolkit
Invest in an Amazon seller platform. Currently, there are over 10 Amazon seller suits that provide you with a bunch of useful tools including the ones for product research, competition analysis, ASIN search, Inventory management, listing optimization, and much more.
2. Go Prime!
Amazon prime is a service offered by Amazon which ensures quality products and faster delivery. Naturally, people prefer to buy the product with the Amazon Prime logo under it.
To make your products Prime Eligible, you need to become a Prime seller by joining the FBA seller program. Fulfillment by Amazon is one of the seller agreements where it’s Amazon’s responsibility to fulfill the orders and provide customer care, easy returns, and refunds.
3. Product Bundles
You can create a product bundle by adding an item that has a lower conversion rate with the item that’s selling more. Keep in mind that the combination makes sense and the products are from a similar category or at least can be used together or instead of one another.
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To Sum Up : Amazon Listing Optimization
A converting product is the name of the game. No matter how much traffic your product page generates, if you are missing that last kick that prompts the customer to go for the product, something definitely needs to be changed on the product page itself.
To stay ahead of your nemesis, it’s very essential to review your product listings as well as the current market trends, and Amazon’s algorithms to ensure you are aware of any little changes that occur.
I hope the listing optimization guide will help you sort out all the issues with your product listings. Notice that I’ve mentioned Amazon seller toolkits a number of times in the article. Here are some popular ones:
|PLATFORM||STARTING PRICE||TOP FEATURE|
|AMZ Scout||$16.49/ month||All-in-one|
|Helium 10||$29/ month||Competition Analysis|
|Jungle Scout||$149/ 3 months||Product research|
|Viral Launch||$69/ month||PPC campaign|
Here Are Some More Quick Tips:
- Consider the Amazon training program to know the marketplace from the inside out. Helium 10 and Jungle Scout offer great FBA training programs where you can learn the technicalities of doing business on Amazon.
- Hire professionals for brand imaging, and content writers for writing high-quality product descriptions, features, and so on.
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