Optimizing your Amazon listings was a popular topic at The Prosper Show that Payability sponsored a couple of weeks ago. We’ve compiled the top actionable ideas to optimize your Amazon listings so your products can be at the top of the Amazon search results so you can sell more.
When writing your Amazon listings, you need to actually provide content for 3 audiences: mobile shoppers, desktop shoppers, and Amazon’s search engine – A9. Each of these audiences has different needs and interests, but by implementing the below tips for each audience, you can have a high ranking, high converting listing.
1: Maximum character length for title is 18 characters
Mobile shoppers only see the first 18 characters of title text, so the actual title of the listing is really important. You want to get all of the key terms in there. In this example from Payability customer Athlete Packs, the title is very clear. TheraBand (brand) Foot Roller (simple name) for Foot Pain Relief (purpose), Massage Ball Roller (keyword), for Arch Pain, Plantar Fasciitis (more technical purpose).Amazon Listing Title Mobile Shopper
2: Start bullets with ALL CAPS
Try formatting bullet points with the first word in caps to get your point across quickly for those mobile shoppers on the go. This first word(s) should be something the shopper cares about and easily recognizes in a quick visual scan, the rest of the text is for A9. Check out this listing from Payability customer Growler Republic.
Sample Amazon Listing Bullet Points
3: High quality product images
Simple high quality images that remain clear when zoomed in are key. Be sure to include images that show the size of the product in relation to a recognizable item.
For desktop shoppers, they have a larger screen to view the listing and presumably more time to make a purchase decision. So, you want to answer their most pressing questions and overcome objections early on in the description. Learn about the different shopping experiences between mobile and desktop the Amazon shopping experience article.
1: If you offer a guarantee, list this first
Most sellers leave this for the very last bullet. Why not lead with something that differentiates yourself and puts the buyer at ease?
2: Address the negative
Take negative reviews of your product or a competitor’s product and address these issues in beginning of your product description.
3: Add those extras
Extra content like lifestyle images and videos go a long way with this audience. You want desktop shoppers to spend more time on your listing and get them closer to making the decision to buy.
Amazon’s A9 eCommerce Search Engine
A9, a search and ad-tech subsidiary created by Amazon more than a decade ago is different than Google’s search. Unlike Google search results that rank by context, relevance and authority, ranking on Amazon is determined by compelling content. Specifically, A9 ranks listings by the likelihood that a shopper will click and then convert – how likely is someone to purchase from this listing? It’s all about the purchase to A9.
So what types of content can you add to your listing that is compelling content that will encourage shoppers to buy and A9 to rank your listing higher?
1: Add keywords in the listing title
You want to match search terms that is the shopper searching for to drive conversions and rankings. In the above example from Athlete Packs, the title includes the purpose of the item, “foot pain relief”, as well as a generic search term “foot roller”.
2: List compatible brands in the listing title
Usually if a shopper is looking for an add-on item like a phone case, they’ll search for “iPhone7 case.” Adding the compatible brand – in this case “Apple iPhone7” – will help with conversions as shoppers are more likely to click through the search result if they see the brand in the listing title.
3: Show multiple images with different views of the product
An Amazon listing with multiple images increases click rates and the likelihood that a shopper will choose your product over one with fewer images.
4: Use real-life example images
Lifestyle images highlighting your product puts the shopper one step closer to converting because they can see themselves using it. Take a look at this image from Growler Republic’s listing.
Read more about keywords, choosing the right product images and optimizing titles for desktop in our Amazon SEO blog.
Arguably the most important tip we learned at The Prosper Show: don’t reinvent the wheel. Find the top sellers who have the Buy Box, and replicate what they’re doing in their listings. Spend a few minutes to implement the tips above so your listing speaks to Amazon’s audiences, and most importantly ranks highly and converts into Amazon sales.