Amazon Listing Optimization Product Q&A

1. What is Q&A

Q&A, or Customer Questions & Answers, is a section in Amazon. The main purpose of this section is to provide users with an area where Sellers and Buyers, and Buyers and Buyers can communicate about product features, functions, quality, and other issues, mainly in a question-and-answer format.

2. Importance of Q&A

Q&A is an important factor affecting Listing weight, not just the title, Search Terms and Reviews. Q&A occupies a very important position in the product details page of Amazon Listing. It is an important reference information for buyers and has a great impact on the conversion rate of the product.

In Q&A, one question can have many answers. The Seller can answer it, and the Buyer can also answer it.

Generally speaking, if there are more than three Q&As, they will be automatically placed below the product listing title by Amazon. If there are less than 3 Q&As, they will not be displayed.

As reviews are difficult to obtain, sellers who want to keep their listing pages active must start with Q&A, and the weight of Q&A is getting higher and higher. First, Amazon is now strictly investigating fake orders, so it is no longer realistic to keep the page active by brushing reviews. Second, Q&A is the best section to keep the listing active, but Amazon is not strictly investigating this part. Finally, according to Amazon's A9 algorithm, Q&A is one of the important factors for Amazon's product search ranking, which plays a great role in improving the conversion rate of the listing page.

3. Q&A function

(1) Keyword indexing function. All keywords in Q&A questions and answers can be crawled and indexed by Amazon search engine. In other words, in addition to the traditional title, five-point description, product description, and background keywords, all keywords in Q&A questions and answers can also be indexed, which is equivalent to giving us another area to fill in keywords. You can even try big brand keywords, competitor's ASIN, etc. in this area.

(2) Conversion. As mentioned before, many buyers will browse the Q&A section before purchasing. So, wouldn’t it be very helpful to tailor some questions? For example, the biggest pain point of this product is waterproofing, and many similar products are difficult to make waterproof. So we can ask a question, how is the waterproofness of this product, and then find some buyer accounts and sellers to reply together that this product is very waterproof and has many good points. This will be very helpful to conversion.

By making articles based on the various pain points of the product and creating corresponding Q&A based on the pain points, generally a good conversion effect will be achieved. These operations are best done at the beginning of the launch of new products. On the one hand, it can assist the promotion activities, and on the other hand, it can prevent the real buyer from answering questions and causing potential adverse effects.

4. How to improve the weight of Q&A

(1) Increase the number of Q&As, improve activity, and promote conversion: For new products, it is important to increase the number of reviews and Q&As. The more Q&As there are and the higher the activity, the more beneficial it is to the conversion of the listing.

(2) Ask questions to buyers and get answers: Try to ask questions to buyers who have placed fake orders before, and ask the buyers to answer the questions. The seller’s own answers are not convincing.

(3) Self-questioning and self-answering: Sellers can try to register a buyer’s account to ask and answer questions by themselves, but they must pay special attention to the IP address.

(4) Ensure that both questions and answers contain the main keywords of the product: Keywords in the questions and answers in the Q&A may be automatically captured and included by Amazon. Sellers can analyze and summarize all Q&A by searching keywords, sort out the questions that customers want to know most and their needs. Then optimize the listing and even the product based on these issues to improve conversion rate.

(5) Pin posts to increase popularity: Select one or two important Q&A posts and pin them to the top (the purpose of pinning is to allow customers to see the posts with the highest votes at the first glance), increase the popularity of the posts, and improve the page conversion rate.

5. Notes

(1) Sellers can increase the number of Q&As appropriately. Whether it is questions or answers, the more and more detailed the keywords are, the higher the matching degree will be, allowing buyers to quickly and accurately find answers to their doubts.

(2) Place keywords in the Q&A. Either don’t place them or place them well. Sellers can analyze the keywords that are the traffic sources of competitors, the keywords that attract the most attention of their products, and the keywords with high search index related to their products.

(3) Questions that can only be answered by non-sellers are usually asked and answered by buyers themselves, which will be much more credible. Sellers can find buyers who have purchased the product before and ask them to ask questions via email, and then ask the buyers to answer the questions in the same way.

(4) If the seller is able to register different buyer accounts using multiple IP addresses, he or she can use multiple buyer accounts to simulate real buyers to ask questions.

(5) Cooperate with the buyer account to click "Vote" in front of important Q&As to pin these important Q&As to the top. This will increase the exposure of Q&As that have a significant impact on buyers' purchasing decisions and improve conversion rates.

(6) Sellers can operate the system themselves or ask buyers to answer questions. They should control the progress and avoid posting too many items at once to avoid arousing Amazon’s suspicion.

(7) Create some topics based on current hot topics and embed high-weight keywords into Q&A to attract buyers’ secondary questions and answers, and influence the purchasing decisions of more buyers.

(8) Generally, after a listing is put on the shelf, it will be shown as available for sale on the front desk, and you can post a question. At this time, the seller can reply himself. When there is sales, he can reply as a buyer.

(9) For new products, you can list 3-7 products in the early stage. As sales, traffic, and reviews increase, you can list more. When a product matures, you can list about 15 products in the later stage.

(10) Generally, if there are more than three Q&As, Amazon will automatically place them below the product listing title. If there are less than three, they will not be displayed.

(11) Remember not to post too many Q&As if the product has no sales volume in the early stage. The quality of Q&As should be high. The rhythm of posting Q&As should be controlled and coordinated with your sales volume. Although Q&As are not as sensitive as Reviews, they should be avoided if possible.

(12) The answers to questions cannot be deleted, but the questions can be deleted and modified. If no one has replied to the question, the questioner can delete or modify the question.

(13) If someone has already responded to this question, the seller cannot delete or modify it, but can click Comment to ask further questions, click Yes or No to indicate approval or disapproval, or click Report Abuse to file a complaint.

(14) If you find a negative answer, either add a new answer immediately or ask a few more people to step down on the question to avoid it being seen.

6. Prohibited Information

Spam, including advertisements , competitions, and recommendations for other companies’ websites;

Repetitive information to promote products ;

The information does not solve the buyer's doubts well, but instead confuses and embarrasses the buyer;

Information that encourages buyers to engage in illegal or dangerous behavior;

Information that violates the privacy of others;

· Disparaging or providing information about others.

7. Optimization of Amazon Q&A

(1) Customer needs and pain points

Q&A is to get back to the issues that buyers are most concerned about. Sellers can investigate all the Q&As of competitors, and then analyze and summarize them to sort out the issues that customers most want to know and their needs.

For example, the main function of electronic products is waterproof and moisture-proof, which can be reflected in the Q&A. Then, the listing and even the product can be optimized based on these issues, which can improve conversion to a certain extent.

(2) Keywords

Because all the words in the Q&A will be automatically captured and included by Amazon, in addition to adding product keywords in the title, selling points and description, it is also best to fill in the core keywords in the Q&A to increase the relevance between the product and the keywords so that consumers can see the product immediately when searching.

(3) Votes

Sellers can manipulate the rise and fall of all Q&As by giving likes or nos. If the number of positive votes is greater, the corresponding Q&A will rise to the first page. Therefore, for some unfavorable Q&As and some favorable artificially created Q&As, we can use votes to optimize a relatively reasonable Q&A structure.