How to think about Amazon Listing optimization from the buyer’s perspective?

As the world's largest e-commerce platform , Amazon can not only bring a large amount of traffic to sellers, but more importantly, the traffic brought in is a group of "potential customers", which is the difference between Amazon and search engines such as Google.

The conversion rate of Amazon product detail pages is typically 15%, which is 3-5 times that of other e-commerce platforms.

According to best practices, to fully leverage the traffic Amazon directs to your product pages, you must first optimize your product listings.

Buyers learn about your product through the title. Buyers decide whether the product is what they want based on the listing title. There are two decisive factors that affect the conversion rate of Amazon product details pages, one of which is the title.

Although Amazon requires titles to be short and precise, it also clearly stipulates that the maximum number of characters in the title can be 200 (effective July 22). This way, you can add some of the most frequently searched keywords by buyers in the title to improve the product ranking.

Components of a title:

• Brand Name

• Product Name

• Distinctive features, such as color, size, or method of use

The ideal title should include the following two aspects:

• The most relevant keywords for your product

• Let customers know the detailed information of the product and attract them to open the product page

There is a sentence we have said many times, don't randomly pile up keywords in the title, which may be detrimental to the ranking. The title should be easy to understand, and consumers can immediately know what your product is when they see the title.

Ways to find the most relevant keywords:

You can use a keyword search tool like Merchant Words, Google Keyword Planner, or Simple Keyword Inspector to find relevant keywords for your product type and estimate search volume.

Alternatively, you can also enter keywords in the search box on the Amazon page and see the search terms automatically populated in the search results. This is Amazon's A9 algorithm, and the results that appear are the most frequently searched related search terms by consumers.

There are two decisive factors that affect the conversion rate of Amazon product details pages, the second of which is the product picture.

High-quality product pictures are the main driving force for consumers to click on your product listing or continue browsing.

Take the time and effort to create quality product images that will grab buyers’ interest and lead them to your product page. This can increase conversion rates by up to 15%!

If you have an independent website, you can choose to upload product pictures that perform well on the website to your Amazon store. However, please note that Amazon also has some of its own rules.

Amazon Product Image Rules

• The main product image should have a white background

  This way the search results page can be clear, neat and unified; in addition, according to Amazon's tests, if the main product image has a white background, consumers are more likely to buy it.

• The main product image should not contain accessories or props that are not included in the order, nor should it contain any text or emblems other than the logo.

• Amazon allows sellers to upload 5-9 product images, depending on the product type and category.

In addition to uploading the main product image with a pure white background, Amazon also allows sellers to upload some auxiliary images. It is best to upload the following Amazon product auxiliary images :

• Product photos from different angles (side, top, close-up)

• Back of product label

• Dynamic product images

• Highlight product features or compare with other products

• Product images with explanatory text or illustrations, etc.

• Images with references showing product size

Amazon image size requirements:

• At least 1000 x 1000 pixels so that consumers can use the image zoom function

• If possible, use 2000 x 2000 pixel images to increase the grain of the image.

If you don’t know how to make it yourself, you can go to iStock to buy high-resolution product images at a reasonable price.

After your listing is live, you should test the order in which your product images are displayed to see which images convert the best.

Testing process: Track total sessions (unique IP visits), sales, conversion rate (unit percentage), and total revenue for one week, then change the order of the images and track the same data next week.

If your title and product images fail to convince your target customers to place an order, you can still work on the Bullet Points.

Filling out the five-point description is relatively simple. When sellers fill out the Bullet Points in the background, they can see that there are 5 lines, but this does not mean that you can only use five words or even five sentences. Sellers are best to fill in two to four sentences in each line, explaining the features and benefits of your product, as well as answers to common questions or questions.

If you received a bad review simply because the customer misunderstood your product, you can explain it clearly in your five bullet points (or even the title).

Remember to update on time!

Example of filling in Bullet Points:

The first three lines are used to promote the most important features of the product. Here is an example of Bullet Points for selling duck down quilts:

• LUXURIOUS DOWN FABRIC IS SOFT & ELEGANT Our premium down comforter hugs you in incredibly silky soft comfort. While other comforters can be scratchy and leave you tossing the covers off, you'll want to snuggle up all night with ours.

• ADVANCED TEMPERATURE CONTROL KEEPS YOU COMFORTABLE One of the most annoying things about most down comforters is that they can get too hot. Our patent-pending material regulates your temperature, ensuring you stay at the optimal temperature all night, every night.

• UNIQUE DESIGN KEEPS DOWN MATERIAL FROM SHIFTING Using chambers woven together to prevent shifting, our premium down fill remains where it is supposed to be. You'll never have to worry about waking up clinging to an empty comforter again.

  
  

Lines 4 and 5 are used to answer common buyer questions or explain areas that may be misunderstood:

• FITS ALL QUEEN MATTRESSES Our down comforter has been designed to fit all queen mattresses. Don't risk a bad fit with an inexpensive comforter. Insist on the best.

• 100% 90 DAY MONEY BACK GUARANTEE If you are not satisfied for any reason, simply return your comforter for a full refund, no questions asked. You have nothing to lose.

As shown in the example, all leading letters are capitalized to emphasize key points.

Note:

Amazon does not allow Seller Warranty content to appear in listings, but it can include Manufacturer 's Warranty. Amazon's AZ Guarantee program provides protection for all buyers, and all sellers must respect and comply with it.

If the target customer still does not place an order after reading your five-point description, then the long product description in the listing will be your last chance to turn the target customer into a buyer.

Although product descriptions are very important on independent websites, Amazon consumers often ignore product descriptions.

This may be because it is positioned too far back, almost at the bottom of the product page.

Amazon allows the use of basic hypertext markup in product descriptions, such as:

• Bold

• Italic

• quotation marks

• Enter

• Page Break

It is recommended to use basic hypertext tags in product descriptions to separate words or phrases and make the description easier to read.

Note: Amazon does not allow the use of hypertext markup in product descriptions or elsewhere in Amazon listings.

Amazon Brand Description

Amazon’s Exclusive Brand Description (EBC) feature , commonly known as the “ A+ ” tool , allows product descriptions to stand out more.

Most sellers can now get the graphic and text version of the brand description service provided by Amazon for free through the Seller Center.

Through EBC, sellers can add pictures, text, and even comparison charts to product descriptions.

Amazon brand description template with pictures and text :

• Rose

• Tulip

• Orchid

• Sunflower

• Lilly

• Custom

Here are two examples of A+ content from brands:

1) SunBum – American sunscreen brand

2) Rollie – Australian casual shoe brand

Sellers should first optimize product reviews before marketing, because product reviews affect product listings in three ways.

First, the average rating that appears in the search results page or on the product details page affects the ranking of the product listing.

As shown in the chart above, products with an average star rating of 4 stars or more will generally rank higher than similar products with only 3 or 3.5 stars.

The following three aspects will affect the weight of product reviews:

• Whether the product was purchased at a discount

• Comment time

• Other consumers' opinions on product reviews

Expert advice

To take full advantage of the impact of average rating on your listing, you can ask for organic reviews from customers who have purchased your product in full.

Popular reviews are located on the review page. Usually, if consumers find the review helpful, they will select Helpful > Yes to push the review to the top. This operation can be performed regardless of whether the customer has purchased the product, which will affect the final displayed popular reviews.

Generally speaking, the more 4-star and 5-star reviews appear in this section, the higher the conversion rate and sales of the product.

Note: Sellers cannot manipulate top reviews.

Selecting Most Recent in the selection box on the comment page will display the latest comments without being affected by other factors.

The only way to get the latest comment removed is to get more new comments.

Sellers should pay close attention to reviews and promptly address any customer issues found in the reviews.

Sellers can reply to comments in the comments. If the seller proactively solves the problem, most buyers will feel that their shopping experience is good.

Another marketing opportunity that can be fully utilized in product listings is the Questions & Answers section.

Customers who have questions about the product can ask them here, regardless of whether they have purchased the product, and customers or sellers who have purchased the product or not can answer the questions below.

Therefore, many sellers just sit there and wait for customers to ask questions. Just think about how much time this wastes! You can invite your friends and family to this section to ask some common product questions, and you can answer them to ensure that the answers are accurate.

If there are multiple answers to a question, Amazon will display the answer with the most votes.

As shown in the figure below, there are up and down buttons on the left for voting.

Since anyone can submit an answer, you'll need to monitor this section closely to make sure the answers displayed are accurate.

In addition to extracting data from the title and five bullet points, Amazon also determines the keywords related to the listing based on the Search Terms section in the seller backend.

Note: This section is not visible to the public.

Now only the first 250 characters of your backend keyword will be indexed and displayed in search results.

Therefore, it is very important for sellers to ensure that the first 250 characters of these backend keywords are most relevant to the product listing.

Suggestions for optimizing Amazon backend keywords:

• Words do not have to be separated by commas, but can be separated by spaces.

• Include the singular and plural forms of the keyword, such as "dog" and "dogs"

• Don’t repeat keywords or use keywords in sentences. For example, once you use “dog” as a keyword, don’t use it again.

If your backend keyword section looks messy in the end, then congratulations, you should have done a good job. Here is an example of backend keywords:

dog dogs puppy puppies premium toy toys bone rawhide bones rawhides best natural organic USA made in big chew chews

Amazon's A9 algorithm is constantly being updated, and it has become increasingly difficult for sellers to gain sales on Amazon. In this article, we answer the question of how to market your products to buyers in 2019, explaining it from 7 aspects and giving relevant suggestions and examples.

However, getting a listing to perform well is not only a science but also an art. Sellers must also conduct continuous testing to determine which one performs best. It is best for sellers to change only one factor at a time and observe the impact of that variable over a certain period of time. If you change multiple factors at once, you will not know which factor affects the performance of the listing.

Whether your product can be sold successfully depends largely on your product listing. I hope the steps to optimize your listing listed in this article will be helpful to you.