Advertisements are fine, but nothing is better if your Amazon product pops up on the top if someone searches for something related to your work. For that, you need to learn about Amazon listing optimization.
According to Statista, Amazon has a huge traffic of 197 million monthly visitors. That is a huge market place for every seller, which we cannot ignore.
SEO is not only about Google. Whenever the search feature comes on any platform, SEO has to be there. When thousands of similar products compete for a single keyword, you need to optimize your page for that target keyword.
It is important to know that Amazon works on the A9 algorithm, which decides the ranking factor as per the relevancy and performance. Amazon cares about its buyers and their experience. Make sure that you satisfy humans first, then algorithms.
If I give you a short snippet about things to optimize, here is a list:
- Product Title
- Product Description
- Product Features
- Product Images
- Products Reviews & Ratings
Amazon Product Listing Optimization Techniques
Before making changes to your existing pages or listing your products, it is good to go through the Fulfillment By Amazon (FBA) page. FBA has several benefits for sellers.
Let’s start with the optimization points now.
1] Product Title
The title is the face of the product. The title is something that makes you click when search results appear on your screen.
Amazon allows you to put a product title with 250 characters.
Similar to traditional SEO, it is important to insert your target keyword into the product title. For instance, if you want to rank for ‘Bluetooth earphones’ then it is important to include that in your title.
Before writing a title, it is important to know what you should not do with a product title on Amazon.
Avoid writing titles in all caps, but always capitalize the first letter of every word. Also, you cannot mention the discounts, price, quantity, quantity, or anything promotional that incentivizes the users to click on your product.
When we search for ‘best headphones under 2000’ then this product ranks on the top. Check out the title for example.
2] Product Description
Amazon gives this space of 2000 characters where you can do magical copywriting to convert your visitors into customers. Tell the best reasons why your visitors should prefer your product over your competitors.
Mention the important details in your product description. Write short but easy to read sentences so that the visitors understand the value you are providing.
You can include the keywords that are close to your target keyword but not mentioned in your title or your keywords section. It helps the Amazon algorithms to understand that the product is relevant to other synonyms. For instance, if your product is related to mobile phones and you included ‘smartphone’ in your title, then you can use ‘mobile phone’ in the description.
That was an example, but that applies to most of the products. Find out the synonyms.
Avoid using the seller name or company name in the description. Also, don’t use promotional language in your narrative.
3] Product Features
You have 1000 characters to write the key features of your product. Product features are the bullet points that describe the parts of your item in a more elaborative way.
It’s good to highlight the top five features of your product in this section in the bullet form. Use the first letter of the point as capitalized. Be specific and avoid getting descriptive.
Product description might be telling about why your product is better than competitors and how the consumers can get benefitted by using your product. However, product features are straight-forward.
Once again, avoid mentioning the seller or company in this feature. Also, Amazon prohibits other information such as price, quantity, or even sales tactics.
4] Product Images
A picture is worth a thousand words. Leverage this opportunity to grab all the attention of your visitors.
Amazon allows you to upload nine high-quality images with at least 1000 pixels in height or width. However, Amazon recommends using a picture of 2560 pixels wide.
It’s good to have a white background color, and the product should fill up to 85% of the frame. Optimize your images with the title names as it helps the Amazon bots to understand the product.
Bonus tip: Mention the size and dimensions of the products. Most of the buyers complain that the product does not appear as large as it appeared in images. Don’t let it happen to your buyers.
Amazon gives an option to insert backend keywords but avoid using the same keywords that you used in your title, description, or features. Because if you do so, it is a waste of precious space.
The best way to leverage this space is to use the alternative meanings of your products that your potential customers might be searching for! If you are selling hand sanitizers and you optimized the product for the same keywords. But what if someone searches for hand lotion? Also, people misspell several products.
There are several tools to find keywords related to your product. One of the options is Amazon Keyword Search from Sellerapp.
The important thing is to avoid using claims in your keywords like ‘best’, ‘cheap’, ‘new’, and so on.
6] Products Reviews & Ratings
For every business, the customer is the king. No matter how well you optimize your products for Amazon algorithms, humans are playing the key role to decide your ranking. All top-ranking products have one thing in common – they have excellent reviews and high ratings.
It’s always good to provide high-quality products within the competitive price range. Never over-promise. Inversely, under-promising but over-delivering works like a charm but make sure it doesn’t affect your sales.
By chance, you get negative reviews, work upon the issue, and provide some partial compensation to the customers. Ask for the feedback and work on the product.
People love the brands which listen to their voice and act upon them.
Among all these tips, observation is the best teacher. Stalk your competitors and toppers in other categories. Look what top rankers are doing differently.
These were some basic Amazon Listing Optimization techniques that can help an Amazon seller to boost the sales by reaching on the top of Amazon search results.
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