Selling on Amazon is can be a lucrative venture - if you know what you’re doing. As such, sellers are always on the lookout for hacks and tips on how to stand out amidst the millions of sellers out there and ultimately grow revenue with Amazon.
A good way to go about this is by optimizing your Amazon listing.
If you’ve ever wanted to know how Amazon top sellers are able to consistently outrank others and increase sales, read on as we go through the best pro tips to optimize your Amazon listing. But before that, let’s cover the basics.
An Amazon product listing is a page that provides online searchers with information about your product. These details mainly include keywords, product image, content, reviews, and product price. Hence, your attempt to optimize your product page should cover these key areas.
Want to know why you should optimize your product listing? For starters, just like the Google algorithm when it comes to Search Engine Optimization, Amazon doesn’t tolerate sellers who don’t follow its rules on product listings. This can range from the suspension of your Amazon seller account to delisting your product page.
On a grander scale, an optimized product page helps to draw more eyes to your listing, especially since there are probably hundreds, if not thousands of people selling a similar product like yours on the platform.
Finally, more visibility for your store means more clicks, which translates into a higher conversion rate. This means that online searchers see your listing, click to learn more, and are likely to buy your product. So ultimately, it helps you generate more income for your business.
Here are ten tips Amazon top sellers take note of when optimizing their product listing:
It’s hard to talk about any form of digital content and traffic generation without mentioning Search Engine Optimization. Keyword research should be your first point of call.
An easy way to go about it is to research keywords and phrases that people use while searching for your product. This way, if anyone searches for your product, chances are that your Amazon product listing will pop up as an option.
Here are a few tips to consider when creating your keyword strategy:
With keyword research, you achieve the following:
Here are tools you can use for amazon keyword research; AMZScout, Ahrefs, and Google Keyword planner.
The first thing anyone sees on your product page is your title. So why not make it as catchy and relevant to their search as possible?
Amazon has certain rules you should follow when it comes to putting in your title requirements. Some of them include using numerals instead of spelling out numbers, title count of fewer than 80 characters, no adjectives like best, perfect, amongst others. Also include the specific details about your product you discovered during the keyword research like size, color, material type, etc.
Since the goal is to convert online searchers into buyers, you have to develop a compelling product description that is emotional and draws them in. This is why some Amazon sellers might hire copywriters for this.
You don’t want your product description to sound like an academic paper. Instead, weave a story around it and show its benefits to potential buyers.
Your product description should nail your Unique Selling Proposition (USP) while clearly conveying the product features. However, more emphasis should be on the product benefits.
You also want to pay attention to your bullet point section and provide your customers with all the product features and benefits that are relevant to them.
When it comes to images for Amazon, beyond the quality of the shot, you should also focus on two things: playing by the platform's rules on product images and positioning your product in the shot.
For starters, your product should be captured against a white background. Don’t miss out on this crucial detail when taking your product images. Also, show the different sizes and colors of your product available in the catalog. You can also infuse some lifestyle images that convey the benefits of using your products.
You can take it a step further by using videos instead of images. After all, video content is now a mainstay in online content plus buyers will be pleased to see a product in action rather than just lying static.
Positive reviews impact your ranking on Amazon. They also provide social proof which increases buyer trust. Ensure you add good reviews to your product page. For beginners on Amazon, you can run ads on a budget to get your product in front of customers, jumpstart your initial sales, and get your first few reviews on your product. You can also use your social media platform or email to request that customers drop a review on your page. Keep in mind that Amazon has strict rules on contacting customers. Be sure that you follow them carefully.
An extra pro tip here is to use reviews to form a quick story on the product. You can check out the questions on your product page and that of your competitors, and use them in framing more engaging and relevant answers. This reduces the information gap and shows that your content is relevant in solving the searchers’ queries and concerns on the product.
You should be mindful of how your pricing stands against other competitors so that you don’t end up underpricing your products. Additionally, underpricing potentially can cause customers to doubt the quality of your products or even to question their authenticity. Also, consider your costs and expenses and ensure your pricing doesn’t affect your profit.
Make sure you check out the average price of the products you have for sale on Amazon. Compare it to the prices on the product pages for other vendors. You can use repricing tools like BQool or RepricerExpress to automatically keep your prices competitive.
A significant number of internet users access digital content and shop from their mobile devices. It’s therefore critical that you optimize your product page content for mobile viewing, this way they get a good user experience from your listing and are motivated to click and eventually buy your product.
Social media has become indispensable for most business owners regardless of their size. You can use social media to generate external traffic, especially if you’re a newbie. Platforms like Facebook, Twitter, and Instagram are examples of social media platforms you can take advantage of. You can get on those platforms, and do a catchy product demo, share quality product images and direct them to your Amazon product page. You can also use it to keep a pulse on what’s trending in your niche, so you won’t be left behind.
This is one of the services Amazon offers that allows third-party sellers to sell products, but with less effort. This is because the stress of storing goods, shipping, customer care amongst others is handled by Amazon. Fulfillment by Amazon automates the whole selling process for you. But all these come at a cost. However, it also means that your product page will be available for viewing by the millions of Amazon Prime members, which will help boost your listing.
This cuts across every aspect of your listing. Don’t go overboard in your product description, or clutter the product page with product images. Also, avoid fake reviews as this could get your account flagged down. By keeping it simple, searchers won’t feel overwhelmed with your product page and are more likely to click and buy.
Optimizing your Amazon listing is an organic way to boost sales for your Amazon business. You can also combine it with PPC ads for faster results. However, whichever route you take, these tips will help boost your page ranking, increase conversion rate, and ultimately sales.