Amazon is one aspirational marketplace where you find both 7-figure successful sellers and mediocre sellers competing and selling every day.
The main stand-wall between the 7-figure sellers and upcoming striving sellers is not just that of restricted budget but also having the stomach to take strategic risks, implement scientific data-driven selling strategies and re-correct based on A/B testing.
In Amazon, having a best-quality product is not enough to generate sales.
You got to step-up and frequently optimize your listings, run strategic sponsored campaigns in Amazon, drive external traffic to your product listing or deploy other sales boosting tactics to reach out to your buyers until your product keeps selling by itself.
(Selling by itself is becoming an old phenomenon now. The competition is becoming intense and getting matured day-by-day. Yeah, it is just a natural course and not to get threatened about)
Let’s fasten up our seat belts while we dive into the hive of possible best strategies to generate more sales through Listing Optimization of your product details page.
A product detail page in Amazon is a landing page where Amazon shoppers (who have an intent to buy) search and research about the product. The product detail page basically comprises of all the information related to the product. The basic elements of a product details page are:
A product detail page is crucial for converting the shopper to make a sale of your product. A customer experience can be called optimal only when the shopper gains a complete virtual understanding about the product he is willing to buy.
By working on each element of the product detail page individually, you can enhance the experience of the customer and thereby, more sales and profit for your Amazon Business.
As an amazon seller, you need to understand about each element of the product detail page below:
Is it not enough that I do exhaustive keyword research and put stunning photos and create a product listing?
It’s both yes and no as it depends on your business goals and the pinnacle peak you visualize of your Amazon Business.
[No] For sellers who try to manage every nitty-gritty aspect of your Amazon Business, it becomes difficult to align with your business goals or derive insights from the reports and optimize your listings.
Result of this - Stagnant growth or no aptitude to generate more sales.
[Yes] Consistent listing optimization refines and re-engineers the product listing and enables to competitively stand out in your product niche.
The end result - Generate more sales to its maximum potential.
Isn’t it what we want?
Constantly gauging the performance of the product listings, sifting through keywords that can compete and get you sales based on the lifecycle stage of the product in Amazon, improvising and testing from the roadblocks for the coversions related to your product are a few laborious tactics that can take your product detail page beyond the competition.
The goals and strategy change based on the lifecycle stage of selling of the product in Amazon.
But, one of your primary goals should be to rank organically in the top 3 spots for your most highly searched and relevant keyword.
At launch stage of the product, the primary goal would be to enable discoverability alongwith saleability of the product.
Discoverability through Amazon's organic search (A9 alogorithm) for a particular keyword will occur when the search algorithm recognises that the product will be saleable for that keyword.
In simpler words, if Amazon algorithm understands that the likelihood of the sale of your product is more for a keyword searched by a shopper, Amazon will showcase your product before other products in that category.
Driving conversions from external traffic using keyword-stuffed 2-step URLs or internal traffic using sponsored campaigns will improve the discoverability of the product in the initial stages.
As the product gains traction and becomes saleable (in the eyes of Amazon's algorithm), you can aim for more competitive keywords by consistently optimizing the product details page for those keywords.
You can observe in the above figure that a product's organic ranking can be improved through increased sales (sales velocity) by focussing on optimization to ameliorate conversion rates and click-through rates.
In this guide, the concentration will be laid on the tactics of listing optimization using popular tools. The variety of options of tools available in the market for listing optimization will be covered in another guide.
To understand and implement the listing optimization of your product listing, the suggested tools to be used could be
Google Keyword Planner can be used only for keyword ideas and not as your keywords in the product listing. Why? Because the search intent of the buyer changes when he is searching in Amazon compared to that in Google. In google, the buyer is seeking information through the search (mostly) whereas the buyer in Amazon is looking forward to buy the product.
The usage and benefits of each tool will be discussed as we dig into the tactics for listing optimization in the following sections.
Before listing the key factors to rank organically in the first page for a keyword, you need to understand the basics of A9 search algorithm of Amazon.
So, as mentioned in the above section, your product becomes organically discoverable for a search term when Amazon's algorithm identifies its saleable potential for that keyword.
So, the key factors for ranking in the Amazon search are:
In simpler words, your product listing should have a good sales performance to rank in the top for a particular keyword you are hitting.
Keyword Relevancy can be understood from Amazon point of view as which keyword is leading into a conversion (sale) and thereby generating revenue to Amazon. If the buyers’ search term is leading to your product listing and it is not what the buyers are looking for, Amazon will slowly push the ranking of your listing down for that keyword. Along with the degree of text match, other important factors that the search algorithm (and also the buyer) is dependent on are Price, Availability, Sales History, Account Health, Best Seller Rank, Seller Rating. But, the major driving forces are Sales performance and Keyword Relevancy.
For a new product launch, price of the product also acts as a major attribute for conversions.
Experiment with pricing to find optimal price that can attract more conversions at every lifecycle stage of the product.
Before going into the details of how to optimize the product listings, let us mark the whole procedure into simple three steps.
Segregate the keywords you plan to target based on priority into three levels -primary,secondary and tertiary.
Primary keywords will be placed in high priority placements -product title, bullet points in the product detail page.
Secondary keywords will be used in placing in the bullet points section of the product listing.
Backend keywords will be filled with tertiary keywords. As you keep reading this guide, you will understand how to segregate the relevant keywords.
Now, shape the product listing by keeping the content relevant to the targeted primary keywords
Refine your product listings by creating a flow - using persuasive language and providing a value proposition to the buyer who has to understand your product in one-go
(The attention span of a buyer is less than 10 seconds. Take a look at your product listing from the buyers point of view and see if it grabs the attention within 6 seconds. Take opinion of your friends and family if necessary).
This step is crucial to generate a high conversion rate for your product listing!
In order to finalize the set of keywords (that will bring you sales!) for your product listing, it is imperative to perform parallelly both Keyword Research and Competition Analysis.
The sales potential can only be maximized in the launch period of your product through tapping the hidden opportunities that your competitors have missed. (for example: using long-tail keywords that are not competitive but have a good search volume)
Let’s start with the keyword research.
Using a mix of tools for keyword research will help in building a better product listing allowing you to map all the keywords into our keywords segregation model - primary, secondary and tertiary.
For a new product launch, always try to find keywords that are most relevant for your product with a decent search volume but have hidden opportunities missed by your competitors.
When you are planning a keyword strategy and identifying the possible opportunities for sales in Amazon organically or any other marketing medium, it is important to keep in mind to predict sales in tandem with the inventory (quantity) and match with the lead time to replenish the inventory and keep your Amazon Business efficient and undisturbed.
Using any of the above tools, categorize the keywords and tag them based on priority, opportunity, keyword type (primary, secondary, tertiary). Once, your keywords list is ready, we need to strategize and customize your product listing based on its competitive environment to generate sales maximum to it’s potential.
Not only that competitor analysis helps in scouting for product ideas or sourcing your product portfolio, it also helps in understanding their pricing strategy, ad campaigns, performance and profitability.
To research the keywords of your competitors, it is suggested:
By following this approach, it will help you to identify the gaps among each of the competitors and identify potential hidden opportunities and make your sales prediction accurate.
Title is the first source of information about your product for the buyers during a search. It’s important that all titles follow Amazon’s style guidelines and have correct capitalization and spelling and also make the shopper click on your product by looking at the product photos and title.
Include dashes (-) and pipes (|) as separators between keywords to improve readability.
Amazon product title character limit - Use 50 characters maximum as a general rule. However some product categories allow longer titles.
For example, in clothing category, the character limit is upto 200 characters. It is always suitable to check the character limit Amazon has imposed for your respective product category.
The norm is the product title length can be between 50 to 200 characters mostly.
Include primary keywords with highly beneficial secondary keywords in the most logical order helping the shopper to understand the product.
Use limited word connectors (words that go before or after the exact primary keyword)
Add other functions and secondary uses of the product.
Write for the buyer first and then for the algorithm.
Testing shows that well-crafted bullet points increase sales. Buyers rely on them to understand key product features as they highlight important or distinguishing facts about your product.
Use the following guidelines as you craft your bullet points:
These should be equivalent to the "features and benefits" of your product. We recommend the following format for the 5 bullets:
Does the description even matter? It’s way down at the bottom of the listing.
Well, sometimes it is, but sometimes it is positioned above the bullets.
On mobile phones, for standard listings, the description is positioned above the bullets. However, you only get around 200 characters before the text is cut off, so that copy needs to truly be attention-worthy.
Make use of the most of every piece of real estate in your Amazon product listing possible.
When it comes to formatting your product description, Amazon is quite restrictive and you have even got to enter the HTML code manually, otherwise, you’ll end up with a big block of text that’s not reader-friendly at all!
Disclaimer: Technically, Amazon TOS states that you are not allowed to use any HTML to format your product description like this. But, you can definitely use basic Amazon allowed HTML tags to create user-friendly descriptions. The approved HTML tags that Amazon allows are: “b”, “br”, “em”, “font”, “h1”, “h2”, “h3”,“h4”, “h5”, “h6”, “hr”, “i”, “li”, “ol”, “p”, “pre”, “s”, “strike”, “strong”, “sub”, “sup”,“u” ,“ul”, etc.
Yes, there are lot of don’ts that you should adhere to while creating or optimizing a product listing
( If Search Terms are over the limit, none of the Search Terms for that ASIN will be indexed by Amazon Search).
[One of the amazon sellers lost two months of sales as several keywords were not indexed for crossing the length limit. It was rectified when the seller became one of our happy clients.]
Product Photos make a much bigger impact on shoppers than even the most eloquently written product description.
If your photos are not optimized for your ideal buyer, they will most likely click back after reviewing your photos and buy from your competitor instead. So, take your time to ensure you have the absolute best product photos in your category.
Amazon allows between 7-9 images per ASIN. Every category is different, so make sure to check how many photos you are allowed to upload in your category. You will want to ensure you have the maximum amount of photos uploaded allowed.
Depending on the type of product you are selling, you can opt for a set of photos that suits your product best:
Great product photos are the harbingers of your product listing and conversions.
To give you a synopsis of the above guide, the following are the general considerations to be followed while crafting Amazon Product listings: