How to Optimize Amazon Product Listing

by Lily White
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While embarking on your Amazon seller journey, you will have a multitude of things to consider. Of Course finding that one winning product to sell is one part of the process but making that product actually sells takes a lot more than just procuring it and listing it on Amazon. What we’re going to talk about in this article is Amazon listing optimization.

Optimizing your listings is extremely important if you want to rank well in Amazon search results so that potential buyers will be able to find your product in the first place. Your listing has to have what it takes to rank on Amazon and has to have all the information that sellers need to make their purchase decision.

So let’s take a look at the most important things you need to know about optimizing your Amazon product listing and how to go about it like a pro!

Amazon A9

Firstly, sellers need to understand how the Amazon search engine works so that they can optimize their listings accordingly. The Amazon A9 algorithm is Amazon’s search engine which decides what products to rank and how. A9 ranks products on Amazon based on what’s most relevant to a customer’s search query. This is why you need to optimize your listings with keywords that are most relevant to your products. Some of the things that A9 takes into consideration while ranking a listing along with the most relevant keywords are the sales velocity of the product, how much of the product is available in stock, competitive pricing, FBA, Sponsored ads, A+ content, etc.

Components of a product listing

Keyword research plays a very important role in listing optimization and every product listing has several components that you need to optimize:

  • Title
  • Description
  • Bullet points
  • Product images
  • Backend keywords
  • Ratings and Reviews
  • Customer Q&A

How to optimize your product listings

Let’s talk about how you can optimize different parts of your listings with relevant keywords after conducting keyword research.

  • Title

The title is your first selling point. It is the very first thing that meets the eyes of a customer. Therefore, your product title should not be too long but should provide the most important information that a customer is looking for. You’re allowed to use up to 250 characters but keeping in mind that it shouldn’t necessarily be too long, you don’t need to have a title that is all of 250 characters long. All you need to do is make sure it communicates the most important information to the customer like the brand name, color, quantity, size, etc.

  • Description

Your product description should be clear, concise, and well crafted. If a customer is reading your description it is because they are genuinely interested in your product and you need to give them all the specifications. This is the section where long-tail keywords play a vital role as you have the space to use them effectively to bring out your product and brand value. Also, long-tail keywords have a better conversion rate than short-tail ones because shoppers who use these are doing so because they are looking for something specific. So using them in your listing increases your chances of making better sales and thereby improves your ranking.

  • Bullet points

The next section of your product listing is the amazon bullet points. Each bullet point must begin with a capital letter and explain the top 5 features of your product. Apart from the features, they must highlight the uniqueness of your product and its benefits as well. These points should be written in such a way that they convince the customer to buy your product. Ensure that you do not use any discount codes or make it sound promotional in any way as this is against Amazon’s policies.

  • Product images

Your product images need to be clear, high-quality images that showcase your product in the best way possible. All images should be taken against a white background and should also demonstrate the product in use so that buyers know how the product works. Utilize as many images as Amazon allows and high resolution is very important so that the images are compatible with Amazon’s zoom function. Make sure you show the product from all different angles and they should be at least 1280 pixels.

  • Backend keywords

Backend keywords are just as important as the rest of your keywords. These keywords are called hidden keywords because they are not visible to shoppers but they get indexed by Amazon. Hence, from your list of keywords, once you’ve used all the high converting ones in other parts of the listing, enter the rest into the backend search term section. Since you’re allowed to enter backend keywords upto 250 bytes, ensure that you don’t repeat any that have already been used and use spelling variations of your primary keywords in this section. This is very effective in improving the relevancy of your listing which in turn gives you a higher ranking.

Conclusion:

It is important to keep all of the above points in mind while optimizing your listings and to follow all of Amazon’s policies. Remember, the content of your listings needs to resonate with customers in that they gain all the information they’re looking for and get convinced to make the purchase. If listing optimization seems like a tough process, you can always enlist the help of a tool like SellerApp that provides the best Amazon product listing service to sellers. With the right tools and expertise, you can get your product to win top ranks on Amazon SERPs. This will result in improved visibility and thereby direct a lot of traffic to your listings resulting in high sales.

 

Author’s Bio:

Arishekar N

Arishekar N, Sr. Director of Marketing & Growth at SellerApp, is a specialist in digital marketing, in addition to website keyword optimization for search engines. His areas of expertise include enhancing the organic & paid ranking of web pages on search engines with innovative SEO & SEM strategies and online promotions.

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