Amazon is the world’s largest store and has the power to connect customers who wish to buy products with sellers who wants to sell products. Customers who come to Amazon e-commerce platform have somewhat declared their intention to buy as opposed to people browsing on Google for research purpose. It is widely accepted that the conversion rate on amazon is a massive 15% and outperforms other e-commerce site by 3x to 5x in terms of purchasing products.
Given the enormous power of Amazon to drive customer to their website, it is critical to ensure that your product listing is optimized for search and meets Amazon marketing best practices. We discuss below, the important elements of maximizing conversions and advanced marketing techniques on your Amazon listings.
Amazon Product title
The product title is key to marketing your product well on Amazon. It should be able to convey the essence of your product at a first glance. Amazon allows between 150-250 characters for the product title and should be utilized wisely as follows:
- Elements to include in the title – Brand name, name of the product, distinguishing features such as color, size, use etc. For example, if you sell a baby pacifier then a possible title may be as follows. Deluxe Silicone Baby Pacifier – BPA Free – Comfortable for Baby – Easy for Parents – Set of 2 Pacifiers by Deluxe Baby Gear, Blue.
- Try to inject good keyword in the title as this will help it to be searched when a customer is looking for a product.
- It is important not to inject the product title with too many keywords such that it doesn’t make sense form a product description i.e. it turns the product title into unnatural English.
- Use tools such as Merchant Words, Google Keyword Planner, Simple Keyword Inspector and amazon product research tool to find relevant keywords for your product type and to estimate search volume.
- Use Amazon search bar to test specific keywords that is being recommended. As soon as you start typing in a keyword, Amazon recommends search terms, and these should be a good candidate for the product title. These are based on the most popular related terms.
- Standard syntax rules should be followed: Capitalize first letter of each word, spell out measurement (ounce, pound, inch etc.), number should be numeral (5 and not “five”), do not use ampersand (&) for “and” but instead should be written out in lowercase as “and”.
Creating Readable and Simple Bullet Points
For customers who may still have questions after looking at the product title and photographs (images), bullet points are your next opportunity to seal the deal. if you want to really maximize your bullet’s potential to sell your product, you need to think of them from a different perspective. That doesn’t mean you won’t talk about your products features, but you’ll use the features to solve your customer’s problems. It is well known that listings that utilize bullet points well in Amazon consistently leads to a better buy conversion rate than those listing that do not use all bullet points.
Amazon’s bullet points are relatively straightforward. You have five spaces for bullet points, but that does not mean you are limited to five words or even five sentences. To maximize the use of your bullets, use a short paragraph of two to four sentences and focus on the features and benefits of your product. Address any common questions or objections that might cause someone not to buy.
It is important to use the first three bullet points to drive home your product’s most important features, for example:
- 100% EGYPTIAN NATURAL COTTON
- 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.
Using all caps for the beginning of your bullets can help you to emphasize key points. Use the fourth and fifth bullets to answer common questions, or overcome other objections common with your product:
- Twin: 66″x86″ Comforter, 20″x26″+2″ Pillow Case.Fits Most Standard
- Queen: 88″x88″ Comforter, 20″x26″+2″ Pillow Cases.Fits Most Standard
If you get complaints in your reviews that come simply from a misinterpretation of the product, update your bullets (and maybe even your title). Make it a best practice to update on a regular basis.
Finally, Amazon does not allow seller warranty to be included in the listing but the manufacturer warranty can be included.
High Quality Images to attract the amazon Buyers
Another critical area of importance on an Amazon product details page are images. Images, perhaps more than anything else, can cause a shopper to either click on your listing or to keep scrolling. For this reason, you should spend the time and effort to use high-quality images for your product.
If you have an independent online store, you can use images that work well there. But, Amazon does have a few of its own rules:
- Amazon requires that the main image for your product include only the product that you are selling, on a white background.
- Main images should not include accessories that are not included in the purchase, models or action shots of the image, nor text or badges such as ‘Organic’ or ‘Made in the USA’.
- Depending on your product type and category, Amazon will allow you between 5-9 images for your listing.
- Amazon requires that images be a minimum of 1,000 pixels x 1,000 pixels to take advantage of its zoom feature, which allows buyers to scroll over an image to enlarge it.
- While your main image is required to be against a plain, white background, Amazon allows for other image types on secondary images. These include
a. Your product from different angles (side, top, close up)
b. The back of a product label
c. Images of your product in action
d. Images that list your product’s features or compare it against other products
e. Informational images with text/charts, etc.
f. Images that show your product’s size as compared to a human holding it
In general, try to use the following recommendations:
- If possible, use 2,000 pixels x 2,000 pixels images as they provide better granularity when being zoomed in
- You can obtain high-quality, affordable images from AMZDream.com
- Test your image placement to see which images elicit the highest conversion rate for your product
- Track your total sessions, number of sales, conversion rate (unit session percentage) and total revenue over the course of a week, then change the order of your images, and measure the same data over the next week. This will allow you to use images that work well with customers.
Maximizing Engagement of the Product Page
The product description area is perhaps your last chance to turn a shopper into a buyer on your Amazon product listing. A great product description needs to answer your customer’s questions and provide them with more details about your product. You should stick to keywords in your product descriptions, but remember to avoid duplication.
Taking an inspiration from IKEA product listing is a great start since it attempts to educate the customer quickly using bullet to convey important information. A great product page should contain:
- Price information
- Shipping options
- Sizing charts
Amazon allows basic HTML to be used in the product description which gives you extra ammunition to spruce up the description. Use the following to emphasize and highlight specific part of the description:
- Line breaks
- Page breaks
Look at the Impact of reviews on an Amazon product listing. This should be one of your top marketing considerations”
1. Average Star Rating
First, reviews impact product listing placement through the average star rating that appears alongside the product in search results and at the top of the product detail page. A product with an average star rating of 4 or 4.5 stars will typically outperform a similar product with only 3 or 3.5 stars. The average star rating takes into consideration the following:
• Whether a product is bought at a discount
• How long ago the review was left
• How helpful other Amazon shoppers say a review is to them
2. Most Popular Reviews Section
The Most Popular Reviews section, which is located toward the middle of the page on the left-hand side, is the area where reviews for the product that have been voted ‘Yes” as helpful most often. Sellers cannot dictate which reviews show up in this section. Customer votes, whether they have purchased the item or not, can affect which reviews show up here. Typically, the more 4 and 5-star reviews that appear in this section, the higher the conversion rate and sales.
3. Most Recent Customer Reviews
The final place that reviews impact a listing are in the ‘Most Recent Customer Reviews’ section, which is located towards the middle of the page to the right. This section includes the ten most recent reviews, and cannot be impacted by votes of any kind. The only way for a review to move out of the most recent section is for more reviews to be left for that product, replacing it.
In addition to the above, general best practices to managing reviews should be followed as below:
- To maximize your chances for successful selling on Amazon, pay close attention to your reviews. Sell a quality product, treat your customers well, take care of issues promptly when they arise and always go above and beyond.
- Be proactive, If they ask then you should answer
- Use the Q&A section. Answers can be submitted by both sellers and customers.
- Consider seeding the section by asking a colleague or friend to put a question that is common for your product, so that you can answer it.
- Once questions are asked, make sure that the answers displayed to those questions are accurate. If multiple answers are provided by either customers or sellers, Amazon displays the answer that has the most votes.
- Because anyone can submit an answer, you will want to keep an eye on this section and ensure that the answer displayed for a question is correct.
Optimizing the Search Terms
You will need to approach keywords for Amazon differently than you do for Google. Remember that those who search on Amazon are ready to purchase in that moment, which can impact which keywords they use to search. Because of this, it’s recommended that you use a keyword research tool designed specifically for Amazon to build your keyword list.
In addition to pulling from a title and bullets, Amazon determines which keywords are relevant for your listing from the Search Terms section located in the back-end of seller central. In 2017, Amazon began truncating the back-end search terms to the first 250 characters i.e. only these characters are “indexed,” and show up in search results. Because of this, it is now extremely important to make sure your first 250 characters in the Search Terms field are the most relevant to your product listing.
Here are a few guidelines for search terms in Amazon:
- You do not need a comma between words, but you do need a space.
- Include both singular and plural versions of important words, for example ‘dog’ is not the same as ‘dogs’
- Do not repeat words, or make sentences out of your keywords. For example, once you use the word ‘dog,’ there is no need to repeat that word anywhere else in the search terms section.
- As you optimize your listings, remember that the order of importance for your keywords should go from the top of the page to the bottom.
1. Title (most important terms)
2. Feature bullets (second most important keywords)
3. Description (third most important terms)
4. Backend keywords/Search Terms (optional terms / leftovers)
- Avoid jumbled up collection of keywords, for instance, dog dogs puppy puppies premium toy toys bone rawhide bones rawhides best natural organic USA made in big chew chews
To drive sales and conversions on Amazon, it’s essential that you optimize every aspect of your product listings. Even a slight increase in your conversion rate can make a significant impact on your bottom line. It’s important, however, to note that a well-performing listing is part science and part art.
Testing is imperative to make sure you are maximizing the opportunity. When testing, make small changes and give adequate time to measure the impact of those changes so that you know whether to keep them or to revert to the previous version of your listing.
There are a lot of critical elements to a product’s success or failure on the world’s largest ecommerce platform. Your listing is certainly a major one, and following these simple steps, you are well on your way to an optimized and high-converting listing.