Top Tips in Product Listing for Amazon Sellers

Sellers need to create a product listing for Amazon that sells; and for that, you need to know what it is in a listing that not only ranks well in the search results but also has a high conversion metric (though the two are related!).

The Amazon SEO

When potential customers look for a particular product on Amazon, what they usually do is use the search bar. The search results are highly dependent on Amazon’s A9 algorithm. It is an algorithm similar to what Google uses, wherein pages that use best practices for Search Engine Optimization (SEO) performs well. The difference is that the A9 algorithm also takes into account how well your product performs across a wide variety of KPIs relative to products that compete directly, products that compete within the category, and all products within the Amazon catalog. Some of these KPIs include how many units your product sells in a given time period, what is its conversion rate, how often consumers click it when it appears in search results, what actions consumers take on the listing page, and so much more. This is where you need to make sure that the different product elements for your listing are primed for both SEO and in converting potential customers to sure buyers.

Match or Create Your Product’s Listing

If the product you’re trying to sell doesn’t already exist on Amazon then you’ll have to provide all of the information and create a listing for it. The advantage of doing this is that you are in the drivers seat and can make sure that the listing is set up correctly right off the bat. New listings enjoy a honeymoon period in which Amazon gives them a little bit of a push to get them going (but that’s a topic for a whole other blog post) so putting up good content right off the bat is a great way to ensure that your product has the best chance to perform well on Amazon.

Many products already have an existing product detail page. You can simply provide the following to match your product with an existing listing of the product and your offer will be available for consumers to buy:

• The product identifier (GTIN, UPC, ISBN, or the EAN)
• Your own SKU
• Your offer details (price, product condition, number of stocks available, and the shipping options)
• Product specifications (name, the brand, category, description, and accompanying images)
• Keywords and search terms

Sometimes when you match your product to an existing listing you’ll find that a product’s detail page is lacking information or might even have incorrect information. This can have a huge impact on the product’s sales but just as importantly it can impact your account’s feedback. In such instances you can suggest edits to the product listings through Seller Central. Customers that buy the product will have expectations based on the information they read on the product detail page, so if you don’t take the time to make sure the page is corrected then when customers receive something different they can rightly write your account a negative feedback.  If an edit you know to be accurate is not accepted the first time then it might not be a good idea to sell that product until the edit is accepted and the product detail page is updated.

Optimizing Your Product Listing for Amazon SEO

Search engines continuously evolve and improve so that search results can better reflect the intentions of the searchers. Optimizing your product listing for Amazon’s SEO may feel like you’re going through a lot of technical jargon, with rules that may or may not deliver the results that you’re hoping for. And to add to that, the algorithm takes into consideration your conversion rate – wherein a positive seller feedback tips your conversion metrics higher.

Ultimately, what you need to keep in mind is that SEOs try to provide the best results possible to a search query. Try to think like a buyer and how they will behave when they look for a particular product. Try to answer these questions when you optimize your product listing:

• How will a customer look for your product using the search bar?
• What kinds of search words will they enter into the search box?
• Will your images entice a searcher to click on it?
• Does your product title clearly state what buyers look for?
• Do they need the features that your product offers?
• Is your product affordable compared to others?
• Will it ship within a date range that a buyer finds acceptable?

Key Parts to Optimize for Your Product List

1. Title – Although this is the second thing customers see, it takes the number 1 spot because the algorithm depends on this more than any other signal to determine just what your product is. Make sure that your title strikes a balance between important product describing keywords, and presenting an English readable title that captures buyers’ attention within the first few seconds of reading your product title. For most categories you can write titles that are as long as 200 characters. Amazon recommends, however, that your product title be anywhere from 60-80 characters long. Any longer and you risk losing the customer’s attention. In addition, the 60-80 character recommendation also ends up looking better on smaller devices such as tablets and phones where an increasing number of orders are coming from.
2. Images/Videos – The main image is what customers will see when they enter your product’s detail page and it will be the image shown to customers in search results. You should always make sure to follow all of Amazon’s guidelines for best results and then add your own creativity to set your listing apart. Does every competing product display it in a particular angle? Try a different angle. Does your product come in multiple colors? Find a creative way to show that. Remember that this is the first image consumers will see of your product since it will represent your product in search results. Having an image that stands out, while still following Amazon’s rules, is your best bet to get consumers to click on your product. Secondary images are how customers learn most information about the product. Most shoppers are visual so it’s important that you highlight important features and specs in your secondary images. Finally, consider adding a product video. According to Amazon, videos can add a nearly 10% lift to sales, which in turn improves your products SEO.
3. Product Variations – If your product comes in different colors, sizes, styles, or a combination of these, it’s often better to create one listing and present customers with the different variations that are available. Check the category to see what variations Amazon allows then use that category’s flat file or submit the variation one at a time.
4. Bullets – Bullet points serve two important purposes. Their primary purpose is to convince the consumer that this product is the one they should buy. Tests show that well-made bullet points contribute to an increase in sales. Make sure to think of what a customer is interested in when looking up a product like yours and what will convince them to purchase yours specifically. Write bullet points that address these specifics. The second purpose of bullet points is to help the algorithm get a better sense of your product. While convincing customers to buy is the best signal to send the algorithm, the bullets are a good place for you to highlight keywords about your product. Try not to repeat keywords you’ve already used and instead focus on providing additional information.
5. Offer – This is the price you’d like to charge customers for your product. Make sure that your price is competitive so that customers have a strong reason to consider your product over other offers. Use marketing tools such as the Sale Price and Coupons to manipulate your offer for added benefits. The goal is ultimately to be the offer that consumers choose so take some time to have a good price strategy backed by aggressive marketing.
6. Product Ads – You can use Amazon’s PPC tools to promote your product throughout the Amazon.com website. One of the more powerful PPC tools is promoting your product on a competitor’s listing (which deserves a whole article on it’s own). For SEO purposes, however, remember that conversion is an extremely important signal. When customers leave your product page to visit a competitor’s not only does your listing take a hit due to lower conversion, but that same action could lead to your competitor taking a win when the customer ends up buying their product. Consider using these same tools to promote your own products on your own listings instead. This is called defensive ads and is a powerful way to keep conversions within your listings. Even if one of your products “loses” a customer to an ad, the converting product which is still within your catalog will gain the conversion signal.
7. Description and/or A+ Content (sometimes called EBC) – Be as detailed as possible in describing your product. Specify the brand, sizes, material type, and other relevant details. Don’t shy away from including what you as a seller think might be a negative attribute of a product. For example, the mAh value for a battery you’re selling. Don’t say long-lasting batteries without specifying the mAh value. Let the product stand on its own feet rather than try to be vague. Incomplete descriptions can contribute to getting negative feedback. If you own the brand of the product you’re listing and are registered as the brand owner, consider adding A+ Content to the listing. A+ Content will sometimes replace and sometimes be shown in addition to your product description so be sure to submit both.

Talk to our Seller Maven team to see how we can help you grow your Amazon business and increase your sales!