Selling on Amazon isn't just about providing information for online shoppers or putting out the most creative elements. Although those are important, getting your product listing to rank high on Amazon search results makes all the difference.
Most shoppers won't go past the first page of Amazon search results. In fact, according to Amazon's data, a massive 70% of consumers have never clicked past the first page of Amazon search results. This means that getting your product listing to rank higher improves your visibility, boosts traffic, and increases sales on Amazon.
With Amazon’s A10 algorithm, ranking higher on search results can be a real head-scratcher for most Amazon Sellers.
However, one major factor that contributes to improved rankings, high conversion rates, sales, and an overall successful business is product listing optimization.
Read on as we look at what Amazon listing optimization is and how you can optimize your Amazon product listing in just 10 steps.
Amazon listing optimization simply involves the process of optimizing your product listing to improve organic rankings, traffic, and ultimately conversions. A product listing features product descriptions, images and videos, customer reviews, and other components that give a customer information about the product. To successfully sell on Amazon, you need to ensure that every component of your product listing is well-optimized. With millions of products sold on Amazon every day, not optimizing your product listing will leave you lost in the crowd of competitors.
Not only does product listing impact your sales, but it also gives your potential customers a more personalized shopping experience.
Optimizing your product listing ensures consistency, visibility, and an improved ranking that translates to growth in Amazon sales.
But how do you get past Amazon's complex A10 algorithm?
If a shopper is looking for pet supplies and sees electronics instead, it means that Amazon isn't matching their search intents.
The A10 algorithm is Amazon’s superpower for product searches. Amazon uses the A10 algorithm to ensure they provide consumers with relevant search results that match their search intent.
The Amazon A10 algorithm considers several factors to display products on search results. Although Amazon does not disclose specifically how the algorithm works, understanding its ranking factors and how it works can help you better optimize your product listing and improve your visibility.
While we don't know exactly how Amazon ranks products, we can look at some factors that come to play in increasing conversion rates and sales.
Here are a few A10 ranking factors:
It all begins with keywords. Your product should match a customer’s search. For this to happen, you need to use related and relevant keywords in your product listing. These keywords should be included in key aspects of your product listing like your product title, description, images, and bullet point section. Using the right keywords tells Amazon’s A10 algorithm that your product matches a particular search query.
Customers who shop on Amazon are in search of high-quality products at the most affordable prices. Amazon is also obsessed with ensuring that customers get the best possible prices. This is why products with competitive prices have a better chance of ranking high on search engine results. Competitive prices not only improve your rankings but also give you a better chance of winning the Buy Box.
Customer reviews play an important role in a customer’s buying decision. And with this in mind, Amazon will rank products with positive reviews on search results. To beat the Amazon A10 algorithm and rank higher on search results, you need to ensure your products have positive reviews and ratings.
Amazon A+ content is a feature that allows sellers to create more distinct product listings. We can say that A+ content is that magic that sets you apart from your competitors. Using improved images and texts improves your authority and confirms your expertise. Not only will the Algorithm reward your product listing with a higher rank, but your customers can also have a unique shopping experience ultimately increasing your product ranking. To have access to Amazon A+ content, you need to be registered under the Amazon Brand Registry.
Amazon also considers a customer’s purchase history in ranking products. If a customer purchases a product from a store and gives them a good review (a five-star rating), there are higher chances of having that store on higher ranks in search results.
In addition, Amazon A10 will also consider a customer's location as well as the proximity to Amazon warehouses.
Want to engage with millions of customers on Amazon, boost conversions and increase Amazon sales? Here’s how to optimize your product listing on Amazon in just 10 steps:
The first step to optimizing your listing is to carry out Amazon keyword research. These keywords are phrases or words that consumers input in search boxes when looking for a product.
Start by researching keywords using keyword tools like Ahrefs and Jungle Scout. Next, you want to compile a list of relevant keywords. Include long-tail keywords which are typically more specific and have lower search volumes. Also include short-tail keywords with more search volume and competition. Both types of keywords are important parts of your Amazon SEO strategy.
There are two major things you need to take note of when it comes to your product title. Firstly, your product title is the primary component that Amazon considers when considering the relevancy of your product page to a customer search.
Secondly, your product title is the first thing your customer will see. This means you only have a few seconds to catch their attention and make a good first impression.
Simply, your product title should be catchy and include all the relevant information a potential customer needs.
Generally, you want to ensure you pay attention to all of Amazon’s product title requirements.
The key features or what is called the bullet points are important in ensuring your product ranks higher on search results. The main focus of this section is to ensure you communicate clearly and include relevant information that helps customers make a buying decision. Clearly highlight the features of your product as well the benefits. Lastly, ensure you follow the rules and guidelines for writing your key features.
The benefits of using A+ content are enormous. With this feature, you can uniquely create content and showcase your brand. With A+ content, you can tell your brand story, and use high-quality images and text overlays. Ultimately, this will improve traffic, boost conversion rates and increase Amazon sales.
The product description is a great point to provide detailed information about your product not included in the listing. We recommend providing more specific information about the product. Include information like the brand name, materials used in making the product, product sizes and dimensions, packaging, and other specifics. This information will help your customers evaluate the product better and make a buying decision.
Lastly, don’t forget to follow Amazon’s guidelines to ensure they are acceptable.
Your product price can greatly influence your ranking, conversion rate, and sales on the Amazon marketplace. You can keep your prices competitive by using repricer tools. These tools automate your prices to fit the market price ensuring your prices are competitive. Some of the repricer tools include BQool, RepricerExpress, etc. You also want to optimize your shipping costs as this can impact your sales. Offering free shipping is one way to increase your sales significantly.
Product images help to stimulate the imagination of the shopper and give them a picture of what using your product will be like. You want to ensure your product images are of high quality and are captured from different angles.
What’s more, you want to include lifestyle pictures that show customers what using your product will look like. In addition, you can include product videos to choose your products in motion. Don’t forget to follow all of Amazon’s product image quality guidelines and requirements.
Search terms or backend keywords are phrases or words that are added to the “backend” of your product listing. These keywords can improve your visibility but cannot appear on your main listing page. These keywords could be abbreviations, misspellings, synonyms, or generic words. You can add these keywords to your Amazon Seller Central account. Simply go to Manage Inventory in your Amazon Seller Account, and click Edit for the listing you want to add your backend keywords. Next, click on the Keywords Tab and add your keywords to the Search term field.
Most consumers do their shopping using their mobile phones. You don’t want a well-optimized listing that your customers won’t see, do you? Your product images, videos, A+ content, and so on should be compatible with mobile phones
Ensure your listing is optimized for mobile use from start to finish.
We can’t forget how important Amazon listing optimization tools are. These tools can help you with everything from keyword research to optimization and tracking performance. You want to invest in SEO tools that can help you create the most stellar listings. The best part is there are lots of free SEO tools you can find in the market. Some of these SEO tools include Ahrefs, Sonar, Google Keyword Planner, etc.
The way you list your products on Amazon can make or break your sales. With millions of products on Amazon, you want to ensure you stand out with your product listing. Ensure that your product listing matches Amazon’s A10 algorithm. It should also contain all the information your potential customers need. We hope the few tips above get you started on the right foot.