Have you ever wondered why some products consistently appear in Amazon searches while others receive little or no attention? Alternatively, why do some Amazon product listings continue to receive clicks and have a high sales rate while others do not?
The secret workings of Amazon's complicated ranking system often leave sellers scratching their heads as to what will result in higher exposure on the site – yet there are some definite characteristics from which one can draw trends as to why certain items perform better than others.
There's a lot of advise on Amazon product listing optimization out there. So much so that it might be difficult to figure out which way to go when it comes to optimising your Amazon listings. When you take a closer look at it and combine those suggestions, it comes down to knowing your customers and how to communicate that your product meets their demands.
Think like an Amazon shopper to appeal to an Amazon shopper. This involves comprehending and analyzing their decision-making process when viewing an Amazon product listing and deciding whether or not to purchase it. You'll appeal to both your customers and Amazon's almighty algorithm if you do this.
What is an Amazon product listing, and why is it essential to optimize it?
Customers can learn everything they need to know about a product from an Amazon product listing or product page. It includes product photographs and videos, product information, and customer feedback from individuals who have previously purchased them.
The process of tweaking your Amazon product listings in order to boost traffic and conversion is known as Amazon product listing optimization. It is one of the most important strategies for keeping your goods at the top. To be successful, you must succeed in this area and ensure that all aspects of the product title, description, reviews (which should be numerous), advertising plan, and visibility through keywords and other ways are all taken into account.
Optimizing Amazon product listings is essential for giving online buyers a tailored and memorable experience. Not to mention the fact that Amazon sells over 353 million things, resulting in near-endless competition in the Amazon Marketplace. As a result, even if you have a high-quality product to sell, you won't be able to sell it if clients can't locate it among a sea of competitors. By optimising these listings, shoppers will be able to find or search for those products with ease!
While enhancing visibility on Amazon's search engine results page, optimizing your Amazon product listing also maintains uniformity across branding, messaging, reviews, and ratings.
Understanding Amazon’s A10 Algorithm
The A10 Algorithm emphasises the value of good seller feedback, implying that older companies with more positive feedback would count more than fresher products.
Sponsored links in the A9 Amazon Algorithm were capable of making a difference in raising product ranking, however this is no longer the case with the revised version. You won’t be able to obtain much success from your PPC advertisements in the A10 Algorithm if they aren’t planned and worthwhile.
Previously, Amazon A9 gave favour to profitable goods, which tended to be listed at the top, but the A10 algorithm has prioritised relevance. Buyer search queries will be given the highest weight, and items that are 100 percent correct and relevant will be given a better ranking, even if they are not profitable.
The Click Through Rate is another area of the A10 Algorithm where things don’t appear to be as comparable as they were in the A9 Algorithm. Relevant keywords and enticing pictures are essential for a high click-through rate. According to the A10 Algorithm, if your product’s CTR is higher, it has a better probability of being highly rated.
Yes, CTR is important, but it isn’t the be-all and end-all. Amazon also looks at the conversion rate of your goods when it receives a high CTR rate.
Product Listing Optimization on Amazon
Here is a list of parameters you should pay attention to in order to improve your product listing. Make sure to stick to them and your ranking will explode in no time.
Number of Product Photographs
To aid conversion, make sure your product photographs are clear and good quality. How many should you include, though? You'll need a strategy for your product photographs, and 62% of the best listings include at least 5 or 8 of them. The sweet spot, according to studies, is 6 photographs.
The following factors can be used to assess the image quality of your Amazon product:
- Images in close-up and clear shots
- Images should not be jumbled together.
- The product should be adequately lighted and focused.
- The product should be immediately identifiable.
- The product should take up 80% of the available area.
Include as many pictures as possible in addition to offering high-quality shots. Also, many product categories allow you to provide swatch and alternate photos. Although Amazon allows you to upload up to nine photographs, we recommend sticking to 5–6.
Make sure the major images have a clean, white background. Others, on the other hand, may like a clean and plain background. You may also utilize lifestyle photos to help people comprehend the product and its benefits better. For the best product image for your product listing, follow these tips
- Each photograph should be taken in bright white light.
- Place emphasis on the product in the center.
- Only the primary product should be shown in the main image. Accessories, packaging, and other goods should not be included.
- Keep the image's background as white as possible.
- Ascertain that the image is large enough for the zoom function to function.
- Include a slogan that explains the product's durability.
- To help drive more purchases, include an infographic outlining the product's benefits.
- Make care to save your files in the JPEG (.jpg) format.
- Maintain a 72-pixel-per-inch resolution with a minimum size of 1000 pixels (for the longest side).
The length of your product's title has a direct association with how well it sells. We looked at our sales statistics to discover which words are the most effective at generating interest in our items. Surprisingly, these two variables had a well-established association! What exactly does this imply.
What exactly does this imply? When Amazon creates URLs, it considers the first five words, so having them at the start can make them more relevant—especially since that portion accounts for around 80% of titles on search engine results pages (SERPs).
With a few exceptions, such as stop words like "a," "and," and so on, the "canonical URL" is constructed by extracting each word from its related listing's title.
How can you know whether your product title is up to par?
To improve the title of your product listing, follow these basic guidelines:
- At least 80 characters should be included in your listing. Make sure the character limit is between 100 and 150 characters for a better user experience.
- Include prospective keywords in the title, but separate them with dashes (-) or pipes (|). This makes it easier to read and less complicated.
- Color, model number, series, and quantity should all be included (if required).
- If the item is part of a multi-pack. Mention the amount. For instance, a 15-pack, a 5-pack, and so on.
- Make your keywords work together. To ensure that your listing appears before potential leads, make sure to utilize relevant keywords.
- Consider the user's intent. The type of audience you're marketing to should be reflected in your product title.
- Don't lose important space by including unnecessary words in your Amazon product title, which has a character restriction of 200.
- In your product title, capitalize the initial letter of each word.
- Instead of spelling out numerals, use numeric values, such as 7 instead of seven.
- Measurements such as pound, inch, feet, and so on should be written down.
One of the most important aspects of Amazon product listing optimization is the Amazon product description. A well-written product description is essential for success. It has the potential to increase sales and help you rank higher in search engines for your products or services – but only if done correctly!
When a buyer reaches your product description, he or she is more likely to buy your product, but they are still undecided.
Different professionals have differing perspectives on what makes a good description. But, what does it take to make one? It everything boils down to innovation and optimization. A combination of the two can help you rank higher and convert more customers.
Customers are affected directly by the description. Tell them why you're charging so much for the product. Try to persuade them how your product would benefit them in their daily lives and why they should buy it from you rather than your competition.
Here are some pointers to keep in mind when crafting the ideal Amazon product description:
- Keep it short, sweet, and to the point.
- Provide both descriptive and factual data.
- The most crucial aspects should be highlighted.
- Every sentence should begin with a capital letter.
- When starting a new paragraph, take a page break.
- Make sure there are no grammatical or spelling mistakes.
- Even if the brand name, model number, and series are already included in the title, provide them.
- Include information on color, size, and compatibility.
How To Improve Your Listings - Simple Breakdown
We need to delve into the Amazon buyer's mental process in order to exploit this algorithm. Every potential consumer asks oneself three questions on a deep, subconscious level every time they look at an Amazon product page:
- What exactly is this?
- Is this the best option for me?
- What's the best way to obtain it?
You'll gain sales if your listing can answer those three questions several times in a matter of seconds.
What exactly is this?
The first thing Amazon customers ask themselves is "What is this?" and it begins on the search page. To answer this issue, make sure the title of your product listing is clear, descriptive, and relevant to the search keyword for which you are ranking.
When someone searches for "bookshelf," they are already expecting "bookshelf" to be the answer to the question "what exactly is this?" They'll swiftly skip on to the next search result if it isn't, or if it's too tough to figure out.
A click indicates that you have successfully answered the question "what exactly is it?" You've already peaked the shopper's interest; now it's time to tackle the next two questions.
Is This The Best Option For Me?
After a shopper clicks on your listing, they'll ask themselves, "Is this right for me?" Your product listing photos and bullet points are in charge of answering this question.
Make sure the photographs in your product listing show your product being used for its intended function by your target audience.
Even if it's just a picture of you using the product, it's a great step forward from a snapshot that looks nice but doesn't provide useful information.
Keep your bullet points and description brief and to-the-point. Shoppers don't want to go through a wall of text to see if a product is right for them, so make sure the most critical information is easily accessible.
All of the relevant information is clearly stated in this Amazon product listing, and a customer may readily learn about the product by skimming. There's a little extra fluff, but a consumer can discover how the product helps them, who it's made for, and what health benefits it has over substitute products in less than 10 seconds.
Take a look at your Amazon product listings from the perspective of a shopper. Skim through them, paying attention to what catches your eye first, and consider how your target buyer sees themselves and whether your product listing text reflects their demands.
Now that you've snagged their attention and sparked their curiosity in purchasing, all that's left is to answer the final question.
What's The Best Way To Obtain It?
"How do I purchase it?" is the ultimate question. Logistics encompasses more than just the logistics of getting your product to your customer's door. It entails the customer's purchasing experience as well as how they integrate your goods into their lives.
If you have a variation where you sell an add-on with the base product, for example, you give the buyer additional information on how to get the most out of your product. Make it explicit in the listing if your product requires a link or integration with other technology.
Even if you make a sale, if your listings don't address this question, the customer's satisfaction will suffer if they have to figure out how to make your product work.
You should also demonstrate how your product fits physically into your customer's life. One approach to do this is to include a lifestyle shot in your listing that depicts how your consumer would normally store your product. This makes it easier for the customer to see the product in their own lives.
Three Questions to Answer on Your Amazon Product Listings
When working with a team to optimise your Amazon product listings to address the three questions, communication is essential.
Create a document that outlines each of your ASINs, explains what they are, and who each one's target client is. Determine what to emphasize in your listings and how to emphasize it from there.
Look to your competitors for ideas, particularly those who are at the top of your field. What are their responses to the three questions? Take their strategies and adapt them to your own product and brand personality.
If you're working with a designer, be specific about how you plan to respond to the three questions. To guarantee that the end result works for your listings, be specific about what you want in your product photographs. The better your team communicates with one another, the better your final product will communicate your value proposition to customers.
Answering these three questions transforms Amazon product listing optimization from checking boxes to turning your product into a 24/7 salesperson.
First, provide a descriptive product listing title that corresponds to the shopper's goal to answer the inquiry "What is this?" Once they click on your item, you may start answering questions like "Is this right for me?" and "How do I obtain it?" with your product description, bullet points, and lifestyle photographs that represent the customer's lifestyle.
You want your customers to think about your product as little as possible before purchasing it. There isn't a single Amazon customer who reads the entire product description on every page they visit.
We've assigned you some homework (don't worry). Look at the product sites you visit on Amazon the next time you shop and ask yourself the three questions. Do those product pages provide answers to the three questions, and if yes, how well? What approaches do they employ in order to respond to those three questions?
You'll get A-list product listings if you answer the three questions clearly, concisely, and regularly.