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Amazon Listing Optimization: Things to Remember

If you haven’t been alienated from the digital and eCommerce landscape for the last couple of years, you’ll know how massive and popular the Amazon marketplace is. Preferred by shoppers all across the world, the platform is a host to millions of products – of all types and varieties.

As a business owner and seller, Amazon is one of the most powerful and exemplary platforms to sell your products. However, getting your products to rank high in the Amazon search engine is no child’s play; the key to this is Amazon product listing optimization. If getting visitors to find your products is half the battle, the other half is persuading them to click the “BUY” button.

As a newbie seller, it must be quite frustrating and disappointing to not have achieved the sales target. But, you know what? Even some of the experienced and maestro sellers hassle with rankings, conversions and sales. That’s one side. Now, on the other side, both newbies and veterans in some cases win at achieving their targets. The real question is: what could they have done that you haven’t? Among other answers, Amazon listing optimization is one of the most crucial factors behind achieving growth. Let’s get into the details right away.

What is Amazon Listing Optimization?

In layman’s language, Amazon listing optimization is all about enhancing and customizing your product listings to improve rankings, click-through rate, conversion rate and sales. This includes everything from keyword research and integration, product image editing and optimization, unique descriptions and title to five-star ratings and ratings.

In fact, it wouldn’t be wrong to say that listing optimization is one of the quintessential things you must do as an Amazon seller or vendor; which brings us to:

Why Do I Need to Optimize My Listing?

As per Statista, in the last reported year, Amazon’s – the multinational eCommerce company- net revenue was 386.06 billion dollars, up from 280.52 billion dollars in 2019. With this data, we can tell that Amazon will continuously grow over the years, giving sellers ample opportunities. Therefore, having optimized listings is crucial to attracting customers, driving traffic ranking high and generating sales. In addition to this, it:

  • Increases your search visibility so that your product comes up in the results when people search for similar items.
  • Enhances your click-through rate to let people choose your listing over your competitors.
  • Improves your chances of converting people for better sales.

So What Makes a Good Product Listing?

When we say “a good product listing”, we mean well-optimized listings. Now the question is, what needs to be optimized? Well, to improve your listings and rankings, you must optimize a number of factors including:

Let’s get down to some of the do’s and don’ts that must be considered for improved listings, enhanced rankings, better conversion and improved business growth on Amazon.

Product Title

Among other Amazon listing creation tips, product title tops the list as it’s the first thing that customers see on the Amazon search results. It tells Amazon’s algorithm what your product is all about and helps buyers in connecting with you. In simple words, your product title is integral to making your listing relevant to the buyers so make sure you include all the relevant details such as color, size, material or type.

Do’s 

Use relevant keywords 

Inserting relevant keywords in your title is integral to getting ranked on Amazon search results. Conduct rigorous keyword research and prepare a list of highly searched keywords to place use in your title. Prioritize relevant ones so that when shoppers search, your listing pops up.

Mention prime features 

Apart from proper keyword integration, your product title must be descriptive. In other words, it must be the right blend of prime features and benefits in the most precise manner. Include elements such as material, color, brand name or dimensions to instantly inform buyers about the product’s prime details. You can also add terms such as “premium quality” to hook customers.

Keep it under or equal to 250 characters 

As per Amazon, you must frame the product title within 250 characters. Therefore, it is important to wisely use the characters and mention all the crucial information. Make sure the details you provide are convincing and descriptive enough for buyers to stay hooked as well as informed.

Don’ts

Keyword stuffing

No doubt, keywords are an integral part of product listing optimization. However, using the right ones at the right place in the right way is important. Sellers, usually, add more than one keyword in the title regardless of the fact that Amazon authorizes only one. Besides this, it’s important to use a relevant one otherwise you might end up generating irrelevant or unwanted traffic. For instance, if you are selling “earpods” and you use “earphones without wire” or “wireless earphones”, you might attract a different audience while missing out on the actual traffic. Although these keywords generate high search volume, it isn’t relevant to the product you sell. In addition to this, this also leaves an increased number of bounces and ultimately poor listing.

Promotional messages or statements

Amazon has clear and strict guidelines when it comes to using promotional language in your title. Moreover, avoid using any HTML tags or special characters.

Product Images

It wouldn’t be wrong to say that images speak for themselves – especially when selling online. When customers visit your store and look out for their preferred products, the first thing that catches their attention is the product image. No matter how unique your product is, a poor, unclear or blurred image can overpower everything; and why not? Online buying relies on images as customers can neither touch nor feel the product. Thus, ensure your listing has high-quality, attractive, clear and professional-looking images.

Do’s 

Primary and secondary images

The primary image is the first thing that customers see when they first see your listing; so make sure it’s eye-catching. Shoot high-quality, clear and detailed images for customers to have a close look at the product. Make sure your images are free of any spots, blemishes, distortions or noisy background. You can use 1500×1500 pixels; so make the most out of it.

After getting the perfect primary image, insert additional images, captured from different angles, highlighting the product’s features, packaging, and other details.

Add that extra appeal 

This goes without saying but Amazon store management and product listings are incomplete without product images. However, having appealing and eye-catchy images is equally important. Get acquainted with Amazon’s guidelines before you go in for the shoot to bring forward images that are attractive, bright and accurate to the last detail.

You could make your images stand out by hiring professional image editing experts who employ advanced image editing techniques such as background removal, color correction, image masking, clipping path, brightness/saturation adjustment, etc. for convincing, alluring images.

Optimize the file name for SEO

Believe it or not, your file name impacts your ranking. When you optimize your file name, you help Amazon’s Algorithm in ranking your listing. Include descriptive keywords relevant to your product listing for the best outcome.

Don’ts

Unwanted or irrelevant objects in the background 

Part of Amazon listing optimization is providing clear and unobstructed images. Don’t include any unwanted or irrelevant items in your product images as that might distract the buyers and take the focus off the product. Aim for a white background to shift focus solely on the product and make way for appealing images.

Miss out on angles

Before making the final buying decision, customers want to see the product from all angles. Don’t just capture just one side of the product as that won’t serve the purpose.

Key Product Features

One of the most important parts of Amazon store management and listing optimization is educating your consumers about your product’s key features. As per Amazon, you can use 1,000 characters and five bullet points to state your primary features. Remember, when customers land on your product page, they are looking for something that can help them buy. Give them a reason to buy from you over your competitors via understandable, precise text.

Do’s

Use bullets to your advantage 

You can use the bullets to individually describe your product’s features and the benefit that feature brings. For instance, one of the features could be portable and its corresponding benefit could be easy relocation. By doing this, you not only inform customers about the product details but promote easy scannability and readability. You must also include relevant keywords and phrases to add value and easy searchability by Amazon search engine.

Lay emphasis on relevant features

Don’t drift away from your goal i.e. conversions and sales. Customers are only going to buy from you only once they are satisfied with the product’s quality, features or uses; make sure you highlight them. Talk about your product’s most important features in a detailed yet precise manner. Tell customers how your product can solve their day-to-day problems while ensuring simple language and a natural tone.

Grammar and spell check 

As a seller, you must sound and look professional; and so should your product listing. Before you upload your listing, conduct a grammar and spell check to get rid of any possible errors or mistakes.

Don’ts

Write just for the sake of it

Remember, customers visit your product page or read your description to gain useful information. Don’t mention the product features just for the sake of character count or Amazon’s guidelines. Rather than focusing on quantity, focus on providing quality content to encourage as well as inform buyers in the right way.

Over exaggerate 

You don’t have to exaggerate your product’s features to convince buyers. In fact, exaggerating or over emphasizing can have adverse impacts as buyers might be annoyed. Stick to the point and state what’s required.

Use special characters or subjective comments

Amazon has strict policies when it comes to using special characters, time sensitive comments or promotional messages; avoid using any of these.

Product Description

As the name suggests, product description is all about describing your product in a way that informs, educates and persuades customers. Use this space to talk to your customers, share your brand’s story or message while using simple, interactive language.

Do’s

Keep it equal to or under 2,000 characters

As per Amazon’s guidelines, you can describe your product within 2,000 characters. Use the space wisely by including the product’s USPs, benefits and other astounding features. Try answering customers’ questions via a well-written description.

Provide descriptive information

Include as much information as possible but in an engaging way. Use concise yet informative sentences to explain the product’s benefits and features. You could also include other specifications such as wash care instructions, manufacturing year or warranty/guarantee to provide additional information.

Use correct grammar and vocabulary 

Using correct grammar and vocabulary is crucial to getting listed on Amazon since the description is searchable. Further, incorrect grammar or wrong word usage can turn off customers, and you certainly want the opposite.

Don’ts

Include Promotional messages 

Though you want to convince and encourage consumers to buy your product, you cannot use promotional language or messages. The buying decision is completely their choice, and you must not integrate any element in your description that forcefully asks them to buy.

Use special characters and HTML 

Amazon doesn’t allow you to use any kind of special characters, email addresses or website URLs in your description.

Product Reviews

When customers shop online, they need assurance regarding products’ material, price, or quality in general. In other words, they want to ensure whether your description justifies your product before they actually make the purchase. This is where reviews come to the rescue. They serve as social proof that your products are high-quality and beyond expectations. It’s a way where customers can know other customers’ experiences regarding the product. Therefore, when optimizing your Amazon product listing, make sure you include reviews.

Do’s

Aim for customer satisfaction 

In order to get positive reviews from customers, you must offer them best-in-class products as well as services. From quick customer support to easy returns/refunds to attractive deals/discounts to fast delivery, you must lay emphasis on customer satisfaction without compromising on product quality. Positive and useful reviews are a result of happy, satisfied customers.

Don’ts

Ignore customers’ doubts 

Never ignore customer queries or feedback. Customers have several questions and doubts regarding products, orders, delivery or shipping – especially when shopping online. Your job is to respond to all of their queries in a timely, friendly manner. In addition to this, offer solutions to their problems and consider their feedback to make way for happy customers and ultimately positive reviews.

What Now?

Amazon product upload is all about maintaining the right balance between precise yet detailed content and attractive product images to:

  • Persuade shoppers
  • Turn visitors into buyers
  • Achieve higher rankings
  • Improve customer satisfaction
  • Boost ROI and sales
  • Enhance conversion rates
  • Gain a competitive edge
  • Stay relevant

By considering the do’s and don’ts of product listing optimization, you move several steps closer to achieving your goals. However, it’s always a good, rather beneficial, idea to take assistance from professionals. Being well-versed with Amazon’s guidelines, the online industry and everything that comes in between, listing optimization experts can deliver beyond expectations.

Optimize Your Amazon Listings With Experts

The Amazon marketplace is gigantic, and you are aware of it. In order to set your foot as a seller and beat your competitors, you must watch every step you take, especially your product listings. Seven the slightest of errors can either make or break your business – considering the options buyers have today.

Fortunately, you can partner with experts and leverage Amazon listing services to make the most of your online business. Experts take the laid off your shoulders by creating unique, attractive, accurate and persuasive listings that adhere to Amazon’s guidelines while helping you rank.

So what are you waiting for?

Optimize today for a better tomorrow.

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