Optimizing your Amazon listings is an easy way to ensure that your products reach the top spots in the search results. Like search engine optimization (SEO) used by marketers, Amazon optimization uses key factors to improve your product listings.
As an Amazon seller, you're likely to already be aware of how competitive Amazon is. With everyone looking for the best possible price for products, it can be difficult to be chosen by a buyer, even if your product is at the top of the listings. So why not make it easier to gain customers by optimizing your product detail page for each listing and ensure yours is the first product customers see in their search results?
In this article, we're going to cover everything from keyword research to how to use product images to optimize your Amazon listings and ensure you top the search results every time.
What is Amazon Listing Optimization and Why Does it Matter?
Amazon listing optimization or Amazon search engine optimization (SEO) is the process Amazon sellers can take to improve their product listing and climb the search results. Improving your Amazon product listings can help to drive more traffic to each of your product listing pages, increase the visibility of your products and your brand as a whole, and boost conversions and overall sales.
With more visitors to your page, you're more likely to make sales, so improving your product listings is of the utmost importance to becoming a successful Amazon seller.
Steps to Take for Amazon Listing Optimization
As an Amazon seller, you may not yet be well-versed in the ways that you can improve each of your product listing pages, so we have created a step-by-step guide below to help you optimize your Amazon listings all in one go.
Step 1: Keyword Research
The first thing you will need to do for Amazon listing optimization is to search for relevant keywords. Keyword research is an integral part of SEO and it lends itself well to Amazon listing optimization, too.
There are two key types of relevant keywords: the short-tail or seed keywords and the long-tail options. Seed keywords are usually the keywords that best define your product and product category. They're often broader than long-tail keywords and have a much higher search volume.
Long-tail keywords are much more specific about your product; they are less competitive than the short-tail or seed keywords, have a lower search volume, and can be used to draw in buyers looking for very specific products.
An example of short and long-tail keywords could be:
Short-tail search term: water bottle
Long-tail keyword: plastic water bottle with infuser
Keyword research can feel overwhelming at first, but there are a few easy ways to do it. In fact, there are plenty of free tools available that support Amazon users specifically to find keywords. If you want to find relevant keywords more organically, you can also do competitor research to find the keywords your competitors are using.
Step 2: Optimize Your Product Title
Amazon, like almost everything in our lives these days, uses an algorithm, and that algorithm looks first at your product title. This means it's a good idea to optimize the product title for your product detail page to ensure that it is descriptive and captures prospective buyers' attention.
We recommend beginning your product listing title with your brand name. Contrary to popular belief, many customers search Amazon by brand. It also promotes awareness of your brand and enhances your trustworthiness.
After you have included your brand name, you should consider the relevant keywords that potential buyers will use to find your product. Make sure that you have attracted your customer in the first few words by using a relevant keyword, like 'plastic water bottle with infuser.'
After this main keyword, we would suggest including details that offer the features and benefits of the product to your customer. For example: '[brand name] plastic water bottle with infuser, 1 liter, 1000ml, BPA-free leakproof water bottle for women with straw & carry strap'
Is this a long product title? Yes. Does it clearly demonstrate to customers why they should choose your water bottle over all others in the Amazon search results? Also, yes.
A product title of this length, including these key search terms, should attract customers looking not only for a plastic water bottle with an infuser but also a BPA-free water bottle, a 1-litre water bottle, a water bottle with a straw, etc.
The aim of a long product title that includes many search terms is to attract as many customers as possible to your product listings. While you're selling a plastic water bottle with an infuser and marketing that bottle to your target audience–i.e., people who want a plastic water bottle with an infuser–you can also use this opportunity to market to the thousands of other people who want a plastic water bottle with different features.
A product title is one of the first things a customer sees on your product listing. In fact, they see it before they even make it to the product listing, so make sure it grabs them!
Note: There are some phrases that Amazon doesn't allow in your product title, including 'best seller,' high quality,' and 'free shipping,' so make sure you're following these guidelines.
Lastly, while we are advocating a long product title, it should still be readable. So once you have stuffed it full of keywords, benefits, and features, make sure that you read it aloud to ensure it makes readable sense.
Step 3: Improve the Key Product Features
Next, you're going to optimize your key features bullet points.
The key features bullet point list is a quick and brief overview of your product. It should be very readable and offer an easily digestible look at what your product is and how it is going to benefit the customer. Every bullet point is crucial in selling to the customer, so keep it to the top features. Amazon limits you to 1000 characters and five bullet points for this section.
Remember those keywords you did right at the beginning? Well, any of the keywords that you couldn't fit into the title or didn't quite work should be used here in the key features list. Use keywords with a lower search volume, too, to attract niche consumers. Remember that after the title, the bullet points are the next thing a customer will look at.
As an Amazon seller, you have the opportunity to monitor KPIs like bounce rate. This refers to how long a customer spends on your product listings before going back to the search results or leaving the page in another way. If you find that some of your product listings have particularly high bounce rates, a good place to start on optimization is these bullet points.
Logically, if a customer has clicked on your product listing from the search results, then the issues you're having with this listing are unlikely to be your product photographs or title since you can see both of these on the search result page. Consider adding more keywords or making the benefits of the bottle as clear as possible.
As with any of these suggestions, popping over to a competitor's product listing for a similar product is a good idea, too. See what is making customers stay on their page and not yours. What are they doing right?
Step 4: Improve Your Product Descriptions
The product description comes a little further down the page, and Amazon gives you a generous 2000-character limit here. Unlike the key features bullet points, you can be quite creative in this section. You should convey things like pain points and specific product details and explore how the product you're selling is going to actually help the consumer. You should also explore why your product is better than your competitor's options.
The product description part of your product listing will be indexed by Amazon (like other aspects of your product listing), but what really helps to sell your product is an engaging product description.
A+ Content is a content management system offered within your Amazon Seller Central account. This content management system allows you to add banners, videos, and images to your product description, providing enhanced brand content to your product listing. It helps you to stand out to potential buyers and make your descriptive section as engaging as possible.
With A+ Content, you can use templates and build completely custom content that boosts conversions, leading to more sales. With a Professional Selling account, most of the A+ Content features are free. You may also be able to access certain Premium features if you're enrolled in the Amazon Brand Registry and meet certain criteria.
Step 5: Include High-Quality Pictures
One of the biggest factors that will affect whether someone even clicks on your product from the search results is your product images. If you're not using high-quality imagery that shows your product at its best, then it doesn't matter how good your product listing title or product descriptions are; people won't want to buy your product.
So, what do you need to do to ensure that your product images aren't holding back sales?
- Display your product from all angles on the product listing page. Make sure customers can see all sides of what you're selling.
- Show the product in use to highlight its best and most beneficial features.
- Ensure that your first image, in particular, is outstanding. This is the image that will show up on the search rankings.
- Follow all of Amazon's guidelines for product images, including size, color mode, format, and file name.
- Use infographics within your product images to explore highlights of the product.
- Include specifications and measurements, if possible.
Product images form an integral part of your efforts to optimize product descriptions and listings as a whole. If you have the budget, use a professional photographer to ensure that this aspect of your product descriptions is at its absolute best.
Step 6: Ensure Your Product Search Terms are Optimized
Search terms, or backend keywords, are keywords related to your product listing that are not visible to customers searching Amazon. They do, however, have a huge impact on the visibility of your listings. Backend keywords are comparable to tags in that they inform the algorithm of the specifics of your product listing to ensure that your target audience finds it.
Our top tips for optimizing your backend keywords are as follows.
- You have 250 bytes; use it well
- Avoid using special characters, brand names, or competitor ASINs
- Don't repeat words and phrases that you've already used within the visible part of the product listing
- Use search terms with low to medium search volume values that you haven't already used
Top Tips for Further Improving Product Listings on Amazon
Once you have completed these optimization steps on your product listing for each product, there are even more things that you can do to ensure that your listings are as optimized as possible. These include the following.
#1 Aim for More Product Reviews
Many customers will look at the reviews on your product listing. In fact, customer satisfaction is one of the heaviest weightings that affects the search algorithm on Amazon. Customer satisfaction is a top priority at Amazon. For this reason, aiming for a good star rating and lots of positive reviews is always going to benefit you.
If you do get negative feedback, it's not the end of the world. The best way to deal with negative feedback is to address it as quickly as possible. Many online shoppers are likely to remove negative reviews if you are prompt with solutions.
Now, while you can't solicit good reviews for your Amazon search engine optimization, you can use some Amazon features to prompt reviews from customers, including the Request a Review button and the Amazon Vine Program.
#2 Keep Prices Competitive
Every Amazon seller knows how competitive the marketplace is, and trying to keep your prices as low as possible with your product category while still turning a profit is a delicate balancing act. Unfortunately, online shoppers want low prices.
By keeping a watch on your profit margins as well as your competitors, you should be able to walk the fine line between having competitive prices and bankrupting yourself.
#3 Use the A/B Testing Tool on Amazon's Seller Central
One of the best ways to enhance your click-through rate from organic search results is to experiment, and Amazon makes this easy for you with the Manage Your Experiments feature in Seller Central. This feature allows you to test out two different sets of content to see which works best for Amazon's search algorithm.
This A/B testing feature allows one group of customers to see one version while the other sees the second. After you've completed the experiment, you can analyze the data presented by Amazon to see which option worked the best and led to more sales.
#4 Make Use of the Q&A Section
Once you've gone about keyword stuffing in the bullet points and product descriptions, you may still have information you want to relay to customers. The best place to do this is the FAQs. Like other aspects of the product description, your FAQs are indexed by Amazon and can be used to improve your rankings.
They add information to your product detail page that can help service customers and lead to more sales. After all, if you can give a customer as much information about your product as possible, then they're going to go in knowing this is the right product for them.
#5 Use Fulfillment By Amazon (FBA)
Fulfillment by Amazon offers customers fast shipping options, great customer service, and reliability, which is why most customer searches will be filtered by Amazon Prime products. So, by using FBA, you're making it more likely that your product will climb the search rankings and be seen by the customers you want to see it.
As Amazon oversees all fulfillment, including packaging, shipping, returns, and customer queries, FBA is also the easiest way for you to turn a profit on Amazon.
If you're considering using FBA but don't know where to start with products to list, then we have got you covered. At OA Cheddar, we curate lists of product leads for Amazon FBA sellers and send them out to our subscribers. We use innovative research methods to ensure that our leads boost your sales and help you find success with FBA. Check out our subscription options today for more information.
Amazon listing optimization takes time and effort, but it is the best way to boost your CTR and get more sales every day as an Amazon FBA seller. Follow our step-by-step guide and watch your listing traffic increase quickly.
If you're looking for support as an FBA seller, OA Cheddar's product leads and other resources are an excellent choice. With leads delivered to your inbox daily, you can't go wrong with one of our subscriptions.