Amazon: 150 million unique visitors per month, 5 million sellers worldwide, and more than 353 million products. It’s an attractive sales channel to sell on, but it’s also an easy sales channel to get lost on.
Making your Amazon listings rank well and stand out should be one of the top priorities for your eCommerce business. This blog takes you through the top 8 ways to optimize your Amazon listings for increased visibility and better sales performance.
The importance of optimizing your Amazon listings
Before we get into how, let’s quickly look at why optimizing your Amazon listings is so important for your eCommerce sales.
Topping the Amazon search results
According to HubSpot, 75% of users never scroll beyond the first page of search results. Online shoppers naturally click on and through products and listings in order until they find what they’re looking for. Ranking high on Amazon’s search results makes it more likely for online shoppers to click on your listing (and hopefully convert), and less likely that they’ll click on your competitor’s.
Attracting the right buyers
Good Amazon SEO means that you’ll appear in the correct search results, attracting the right buyers and not someone who will immediately click the back button. This increases your conversion rate and reduces your browse abandonment rates, which is critical as Amazon looks at clicks that don’t convert as negative traffic.
Developing good practice
Properly optimizing your Amazon listings and performance is good practice for when you expand onto other sales channels and build your own website. Amazon, eBay, Walmart, and Google all rely on the optimization of your listings, the quality of your customer reviews, and the speed of your shipping to determine when to match you with an online shopper’s search query.
Optimizing your Amazon listings
Now onto the how. Amazon cares about buyers and helping them find the ideal product. To achieve this (and stop buyers looking elsewhere), Amazon has developed A9 – its search engine algorithm.
A9 churns through all of Amazon’s products to identify those that best match an online shopper’s search terms. To ensure that A9 correctly identifies your listing as the one to return first, you must properly optimize your listings using keywords and good seller behavior. This is achieved through:
1. Product title
This is the first impression that shoppers have of your product. Therefore, it needs to be easily scannable, relevant and informative. You should include your most important keywords in the title, but avoid keyword spamming – it’s difficult to read and, since October 2019, it’s no longer necessary for good ranking.
Instead, focus on readability, understanding, staying within 200 characters, and relevant. You don’t want buyers returning to the search results.
2. Product description
The product description is where you get to sell your product, using both bullet points and free-form text. Again, you should include the keywords that you want to rank for in your product description, while also ensuring that it is:
- Easy and engaging to read;
- Clearly structured; and
Think about your unique selling proposition and the benefits your product brings to your customers.
Note: Only the first 1,000 characters of your bullet points are indexed by A9, so keep them short and sweet, and lead with the most important information.
3. Additional details
Some product categories allow you to add additional information or keywords (such as the target audience or product material). Use them. This not only gives your potential customers more information, but it also means that your listing will be included in any filtered search results.
Images are an important, yet often overlooked, part of Amazon optimization. Your main images should be high-quality, showing the product on a white background, filling 85% of the image frame and clearly showing what the product is.
Use your additional image allowance to show accessories, packaging, close-ups, variations, and different angles. If you can, include a lifestyle photograph to show perspective. You want to bring the customer as close to holding the product itself as is possible when buying online.
5. Amazon hidden keywords
Amazon also allows you to enter backend keywords, also known as hidden keywords, limited to 250 characters. Use these to add descriptive keywords that aren’t already included in the title or bullet points, but are still relevant. You might find it useful to use a keyword research tool to help.
Once you’ve optimized your listing, you need to optimize your performance. Amazon’s search engine doesn’t just look for keywords – it also looks at seller performance, including your click-through rate (CTR) and conversion rate. These can both be improved by:
95% of consumers are influenced by online reviews, and Amazon shoppers are no exception. Improve your Amazon optimization by increasing the number of reviews your products have and increasing your average star rating by:
- Accurately describing and photographing your products, so that online shoppers receive what they are expecting;
- Delivering your items on time, all of the time, by streamlining your fulfillment process using FBA or using a reliable outsourced fulfillment partner; and
- Solving any problems that do arise, quickly and efficiently – commenting on any negative reviews to outline how you resolved the issue to the satisfaction of the customer.
7. Questions and answers
Answer any questions that arise on the Q&A section on your Amazon listing, and provide online buyers with more information to fuel and influence their buying decision. Answer these questions quickly and honestly, and then consider whether this information should be added to your product description.
8. Free shipping
Free delivery encourages nine out of ten shoppers to buy, making this a quick and simple way to increase your conversion rate. Make free shipping affordable by:
- Using all-inclusive pricing;
- Reducing your packaging costs with unbranded packaging; and
- Seeing whether FBA or outsourced fulfillment can reduce your shipping and warehousing costs.
Together, these Amazon optimization methods should have you scaling the search results in no time (as well as increasing your chances of winning the Amazon buy box). Play around with different optimization methods for different listings to discover what works best for your listings, conversion rates, and your customers, and then enjoy the sales roll in.