Operational Tips - How to plan ST, QA and Review in the early stage of Amazon Listing

Amazon product listing is the most important part of product development. Because Amazon itself is a platform that focuses on products and pays less attention to operations. So how to plan ST, QA and Review in the early stage of listing? Let's sort them out one by one:

ST（search term）

Precautions

1. The maximum length is 250 characters

2. Use spaces to separate words (some people use commas and other symbols, but in Amazon's algorithm, symbols are not searched in the ST column, so the simplest way is to use spaces to separate words)

3. Do not repeat keywords, and fill in complementary words as much as possible (it is the information point to identify your product. If you repeat the word, it will take up your effective space. Our idea is to let people know at a glance that the word you wrote is this product or is strongly related)

4. The probability of searching for singular and plural is the same, but considering the difference in search results, both singular and plural can be included within the scope of conditions permitted (some people may say that when I search for singular and plural in the front desk, the products and locations that appear below are different. This is true, but the front desk search and Amazon search are two different things.)

5. The keywords in the backend search terms are used by the Amazon system to identify your product, know what your product is, and what features it has. In the final analysis, these words are written for machines to read.

6. Set the Target Audience, Subject Matter, Other Attributes, and Intended Use in the background

It seems that the improvement of such information has little impact. However, if the search term is limited, improving this information will help the Amazon system to identify your product more clearly. In a word, improving this information will help the Amazon system to identify it more easily, and help customers search and find your listing faster.

QA

In fact, QA is a very core point in the early stage of operation. When there are no comments, the role of QA is very important. It can display the issues that customers are most concerned about and present them to customers in the form of self-questions and answers. At the same time, it can also increase the popularity of the listing. There are many benefits, so such a good position can be fully utilized. Special attention should be paid to the fact that the early QA layout is very important!

Precautions

1. List the features and advantages of the product

2. Pick out the weak points from the competitors’ QA and reviews and insert them in, and show our strengths

3. Put your email or other contact information in as appropriate

4. Promote your brand in other people’s QA (may cause complaints from competitors, don’t overdo it)

5. Appropriately demonstrate your company’s strengths and your competitors’ weaknesses in QA

6. State the customer’s pain points and show that our product is the perfect solution to these pain points

7. The speed of arranging QA depends on the operation progress, which is generally 2/3 less than the reviews. (It can be arranged in the early stage, considering the authenticity)

REVIEW

The review mentioned here refers to the early layout review, which is similar to the QA layout above, and is also very core and critical. If you have laid out these dozen reviews well and the subsequent operation rhythm keeps up, it will be a positive cycle. It is very likely that you can achieve your desired goal in the new product period.

Precautions

1. The first 10 comments must have a video with a picture (this video needs to be instructive and will greatly increase conversions)

2. Express the customer’s pain points and feelings after using the product from the customer’s perspective

3. Objectively demonstrate that your product is better than your competitors (do not mention specific brands, only the shortcomings of competitors)

4. Control the reviews to be above 4.3 points (mostly, depending on the product)

5. Arrange the review speed according to the operation progress and Amazon's review rate, which is about 3%-5%. It can be higher in the early stage and it is not a big problem.

It should be noted that when planning QA and reviews, both sides need to cooperate and echo each other to form a closed loop of product teaching. It is necessary to achieve a psychological state that people will immediately recognize and approve of the listing after reading it. In the later stage, it is necessary to regularly optimize (pictures, keywords, review stability, etc.)