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July 28, 2022
Ever wondered how someone who started selling on Amazon a short while ago seems to be getting high sales while you're stuck in the same place, barely making any sales despite all your marketing efforts? Or maybe you’re curious to know if all the hype surrounding Amazon listing optimization is really warranted?
Amazon's complex ranking system is confusing for any new seller or a seasoned vet. It's really not that big of a surprise, considering we’re dealing with the world’s largest algorithm–A9.
The A9 algorithm is an important piece of how the marketplace works to show products to customers aside from its advertising model. The algorithm scans and analyzes content looking for relevance. Relevance helps to rank products that offer relevant matches for a customer’s search query at the top of its results page. To rank higher in search, you’ll have to ensure your listing is seen as relevant in the mysterious eyes of the algorithm, which means focused optimization where it counts most.
But, when your products aren't getting the attention you want, your sales numbers are affected, and not only is that hard on morale, but it's not great for business. That's, unfortunately, a big reason why some sellers give up on the Amazon business model too early into the game. Before it comes to that, you need to understand that there are many factors that contribute to the success of a product listing. But the most important, and what many Amazon sellers often fail to pay attention to, is Amazon product listing optimization.
This article will explore how product listing optimization can improve your listing conversion.
Amazon listing optimization refers to the practice of fine-tuning your listing to ensure that your listing(s) appear in Amazon searches. It involves using the best search terms and keywords for maximum discovery and understanding the nuances of Amazon's own Terms of Service and Style Guides. An Amazon product listing is the product page that buyers interact with when searching for products on Amazon. The listing page has everything a customer needs to know about the product. The page features images of the product, videos, bullet points, a product description, and reviews left by previous buyers.
Amazon product listing optimization means optimizing your listings to increase traffic to the page to increase conversion. If you want to keep your products on top, you can't afford to skip listing optimization. That means optimizing all areas of the listing from the product title, description, and images and paying attention to your advertising strategy and how keywords appear. When done right, product listing optimization can create a personalized and memorable experience that will keep buyers returning to your page.
Believe it or not, if you're not doing product listing optimization, someone else is, and that's the person making the sales.
A good Amazon full management agency can help you easily optimize your listing so that you can focus on other areas of your business. These highly trained experts know how to meticulously fine-tune your product listing for the best outcomes.
So, the all-important question is: How do you optimize your product listing to improve conversions in 2022?
Keyword research can happen in a few ways, but primarily you’ll start with the name of the product you are selling, its features, and the category. There are many great keyword tools on the market, but your Amazon FBA agency will suggest the best one for your goals.
Most successful Amazon sellers outsource such services to third-party agencies. A full-service Amazon FBA agency would have all the tools to conduct keyword research for you and even optimize your product listing to include the correct search terms ensuring that you rank higher. If you don't want to outsource the services, you can learn the intricacies of keyword research and Amazon’s relevance factor to bring your listings to life yourself.
After conducting keyword research, it's time to optimize the different aspects of your product listing, starting with your images. The main image, commonly referred to as the hero or thumb image, is the first thing buyers interact with when they visit your product page.
This first image should be clear, eye-catching, and relevant to the product. From the image, a customer should be able to tell precisely what you are selling and how that product will solve their problems in a transformational way.
Images are a big deal on Amazon, but so are Amazon image requirements. You’ll want to ensure your Amazon images meet the proper sizing, background, and other important factors since Amazon won't hesitate to suppress your listing if you don't use relevant images and follow their guidelines. Be cautious with text and other objects that don't exactly match the product. Doing so goes against Amazon's terms of service and may cause your account to be flagged.
So, what’s the best way to optimize your product images to increase conversion?
The product title should have the terms that buyers are searching and using to discover your product. There are certain requirements that a title must meet to be effective but also uphold Amazon's terms of service. The length of your title can vary from 200 characters or less for most categories. And, yes, it's true that the length of the title can affect how well you rank in searches or what customers see in the mobile view.Amazon AI considers your title's first five or so words as the most valuable. Make your title short and relevant, but ensure that the buyer can tell what the product is from the title. Some keyword methods in 2022 may suggest keyword stuffing the title, but it is paramount to your customers that the title is readable. After all, creating a good customer experience is one of the essential aspects of selling on Amazon.
The product description is an important area of your Amazon product listing, but because it is said to rank less in search, sellers tend to skim over this important area. Knowing that fact should motivate you to create a description that tells your brand story and provides unique information to your customer base that was not found in your bullet points. When the buyer gets to your product description and how you've phrased it, it may determine whether they will click on the "add to cart" button and proceed to buy or not. It's the last touch point a researching customer may visit, so make it informative and captivating.
While Amazon sellers tend to focus on the product features, an often under-reviewed aspect of listing optimization is the effective display of product benefits. The main goal of the bullet points is to easily demonstrate to potential shoppers the impactful transformation they can experience in purchasing your product.
The number of bullet points may vary according to each category, but the general rule of thumb is five bullet points per product listing. Include all the important features that distinguish your brand from your competitors. Keep this section compelling so that the buyer is convinced to make a purchase.
Selling on Amazon means putting all effort into increasing sales and growing your brand. The best way to do that is to review your digital shelf and ask yourself some unbiased questions. Does it compel shoppers to click add to cart? Are you using the best, most potent keywords relevant to your product? Have you highlighted a mix of product features and benefits throughout the copy? Lastly, is your brand theme and messaging carried from your website and social channels to your Amazon listing?
If you’re struggling to leverage our most effective listing optimization techniques in 2022, we’re here to help. Grab your FREE 30-minute consultation with one of our Ecomcy Experts today.
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