Likeable, empathic, and well-spoken. These are some of the qualities a good salesman has – a salesman that can make a lot of sales!
As an Amazon seller, you have to be a salesman too. In fact, you have one salesman each for every product you sell. We’re talking about your Amazon product listings, of course. Each product listing you have is your salesman, designed to sell the product it is displaying.
And here’s a little secret...
With some Amazon listing optimization, you can make your product listings more attractive and persuasive. And like a salesman with top quality training, a product listing with top quality optimization will get you more sales.
We will show you how to optimize your Amazon listings below. Let’s get started.
How To Optimize Amazon Listings
The star of the show is the content you post in your product listings. For the best listing optimization, there are six main parts you want to optimize:
- Product Images
- Product Features
- Reviews and Ratings
Let’s discuss how to optimize each one by one.
1. Optimize Your Amazon Listing Product Title
David Ogilvy, the famed copywriter, famously said that when you write your heading, you spend 80 cents of your dollar. This means that your target audience will look at your Amazon product listing’s title, and quickly determine based on that whether your listing is worth looking into or not. This is your best chance at catching the viewers attention, so make it worth it.
That’s why you want to spend a good amount of time optimizing your Amazon listing product title.
For your product title, you have a 50-word (or 250 characters) limit. This gives you plenty of room to create a well-optimized title. For best results, you want to include the name of your product, plus a few key features and benefits it has that you believe are important to highlight.
The more your title resonates with customers, the higher the chance they’ll click on your product listing.
Here’s an example of a well-crafted title:
Just by reading it, you know instantly what this product is, what it does, what makes it special, its colour, and even how big (or should I say small!) it is. You can craft the title of your product in a similar way.
Here’s Amazon’s recommended product title structure:
Brand + Sub-Brand + Model Number + Size + Product Description + Defining Features
Amazon Keyword Research
Conducting keyword research and including relevant keywords in your product title is critical to building Amazon product listings that will rank and convert.
By finding relevant keywords that a) match your product description and b) are being used by people to search for it – you can ensure your product displays in front of your target audience who actually wants to buy what you’re selling.
This will lead to a higher clickthrough rate = greater engagement = more sales.
Try to include long-tail keywords (those with 3+ words) in your title that have a good amount of search volume. These keywords typically have lower competition, are easier to rank for, and have higher conversion rates.
For example, ranking for ‘t-shirt’ is hard. Hundreds of thousands of product listings by bigger sellers are trying to rank for this keyword. But ‘blue cotton t-shirt for men’? Or ‘electric egg cooker for hard boiled eggs’? That’s much easier to rank for.
To find the right keywords, simply type in your product name in a search engine such as Amazon, and Google. The auto-complete search suggestions will give you a ton of valuable suggestions as to which keywords to target. Think about your target audience and what they might be searching for, then let autocomplete do the rest for you.
An easier way to find relevant keywords for your product listing is with Amazon listing optimization software such as Helium 10, which helps you find high search volume keywords that are relevant to your product by leveraging it’s massive database of Amazon search term data. It removes the guesswork and ensures you’re including all the search terms necessary to fully optimize your Amazon product title so you can rank higher.
Pro tip: while conducting your keyword research, be sure to add backend keywords within Amazon Seller Central to ensure you’re providing Amazon with as much information as possible to properly rank your products.
2. Optimize Amazon Product Images
Next up is Amazon product images, which are also a crucial part of quality Amazon listing optimization. Product images are the visual representation of your product, and will assist users in their product evaluation. The higher quality images, the better.
Invest in a professional photographer to take your product photos for you, from a variety of different angles and uses.
As per Amazon’s guidelines, your main images should have a white background, be 1000px in width & length, and showcase your product clearly. The rest of the images should show your product in different angles and use-cases (such as lifestyle photos) and even an infographic. Just by looking at your product images, people should get an idea of its size, color, and look.
All in all, you can add up-to 9 images in your Amazon product listing – so make it count!
3. Optimize Your Amazon Product Features
The features list in your product listing is where you can quickly point out what makes your product unique and valuable. The product features are typically displayed as bullet points.
Does your product have a stand-out capability that your competitor’s products don’t? Can it address a major problem/inconvenience your customers face? Is it compatible with a product they currently own? Does it have tons of cool options?
Write down all features and benefits in this list.
And again, as with your title, optimizing your product feature list with targeted keywords is a must. It all helps Amazon’s algorithm show your listing to the right people when they search for it.
Lastly, make sure your listing quickly conveys the benefit of your product, addresses any concerns a customer might have, and creates desirability by highlighting the pain-points your product solves.
4. Optimize Your Amazon Product Description
Your potential customers were attracted by your product title and product images. They love what they’ve read in the features list. Now you’ve got them where you want: in the product description box! Here, you get ample space and freedom to engage them and tell them exactly what makes your product great. The limit is 2000 characters.
You can use this real-estate to:
- Expand on the bullet-points in your feature list. Tell more about how your customers can benefit from it.
- Showcase the variety of ways/situations in which your product can be used.
- Give information regarding warranty and specifications.
Try to break up your product description into several short and easy to read paragraphs while including bullet points, bolded text, and underlined texts. No one likes really long blocks of text, so adding structure will make your product descriptions more readable, and as a result, more effective.
Adding A+ content can help deliver a more professional appearance that builds trust and converts more customers.
5. Get Amazon Reviews and Ratings
Amazon ratings and customer reviews aren’t something you directly control. But you can make an effort to provide a good customer experience, which will encourage your customers to leave you good reviews and a great rating. And you can leverage Amazon review software to automatically encourage customers to leave reviews (more on this later).
It all starts with making sure your product listing only makes claims that your product can backup when it arrives in the hands of customers. This is only possible if you’re selling a good quality product and being honest with how you describe your product.
But sometimes what can happen is that you sell a high quality product but still not receive as many good reviews as you might expect. And that’s because the features you’ve listed sound too good to be true, which means that when your product actually arrives, it’s a bit of a let-down to your customers. Remember that in your marketing material, both in Amazon and outside it, you want to under promise and overdeliver. No need to oversell.
Of course, this doesn’t mean writing dull descriptions. It just means making sure your product 100% does what it says it will do.
Next, you want to make sure you’re providing great after-sales support and customer service to those who buy from you. This not only increases your chances of getting positive reviews, but also stops negative reviews coming in if you quickly and effectively solve your customer’s issues.
To improve your Amazon seller feedback and boost product reviews automatically, try FeedbackWhiz. It has everything you need to improve your ratings and reviews and continue optimizing your Amazon listings.
Amazon Listing Optimization Tools
This isn’t where it ends. Once you’ve created your listing, optimizing it is an ongoing process. What you want to do next is:
- Add Variations: If you’re selling different variations of the same product: color, size, quantity etc., you can create child products in the same listing to display the variation choice to your customers, instead of creating separate listings.
- Price Competitively: You want your product listing to have a competitive price as it improves your chances of ranking in the search results, and your click-through rate as well. You can use an automated repricing tool to competitively price your product listings, and win the buy box too.
- Get Your Brand Registered: If you become an official Amazon seller by registering your brand through Amazon Brand Registry (ABR), you can unlock the ability to post A+ content in your listings. This includes the ability to post images, videos and text with advanced formatting.
- Don’t Go Out of Stock: Being out of stock negatively affects your Amazon listing, and the overall health of your account too. If you have cash flow issues that prevent you from backordering sufficient quantities, you can use a financing service like Payability to reduce/eliminate cash-flow issues.
- Choosing the Right Category: You can place your Amazon products in a category, and the more specific you are in choosing a product category, the better your chances of ranking for the right keywords, and more importantly, in front of the right people.
- Take Advantage of Fulfilment by Amazon (FBA): Product listings that are fulfilled by Amazon instead of the sellers themselves are ranked higher by Amazon’s algorithm.
Once you optimize your amazon listings using the above tips, you’ll hopefully see a noticeable improvement in the overall performance of your listings, and an increase in sales!