Amazon Product Listing Optimization

Keywords are the words that comprise “search terms,” which are what people type into the search bar on Amazon to find the products they are looking for.

The secret to winning on Amazon is for your product(s) to be searchable and easily found through searches of relevant keywords. When this is the case, you can expect plenty of sales.

Search results will show product listings that contain relevant keywords. Thus, it is essential that they are optimized with the right keywords with high search volumes.

A critical part of that process is optimizing the listing for specific keywords. When those keywords are found in the listing (bullet points, description, search term area, other back-end areas) Amazon indexes them to be searchable. When those keywords are well researched, relevant, and appropriately placed, your listing becomes easier to find since relevance will increase.

This is why keywords are so important to, not just listing optimization, but to products on the platform as a whole.

Aside from improving your searchability, keywords can also help you with organic ranking. Complement it with PPC for a positive and long-term effect.

Get those keywords scattered in the product listing while still sounding natural. Use them strategically on product titles, bullet points, and description. 

However, keyword placement is not just about quantity but also quality. Do your research or ask experts to help you with the right keywords for your products.

When considering a product on Amazon, shoppers need to compare. One of the things they compare is what they learn about each competing product. That information is contained within the written words on the listing.

Not only do these words need to convey strong keyword relevance to the algorithm, but they must also convince would-be buyers that this particular product is the best choice out of all the options on Amazon. This is no easy task.

A well optimized detail page focuses on benefits and the feelings a buyer will enjoy as a result of choosing the product it represents. To convey these things, put care and attention to the wording. Ensure it sets the right voice tone and evoke the appropriate emotions.

When the right message is crafted, shoppers will feel compelled to choose the product over competitors. This leads to more sales (higher conversion rate).

Add more personalization by writing as if you are sending a letter to a friend in need of help.

In addition to benefits, product descriptions should also include features. These narratives can help the customer visualize what the product looks like and imagine the experience with it. 

There is also a wealth of opportunities from customer reviews of your past orders and competitors that you can use for your product page. Real experiences can help you picture out exact pain points and use them to improve your product. 

Absolutely critical to the success of a product listing is its images. The human brain understands and processes information from images far better and faster than written words.

Images are so important that 60% of customers indicate the images as the number one thing that influences them to buy a product.

In addition, Amazon has certain guidelines that need to be applied and followed. Optimized product images can be a leading factor in greater clicks from the browse page as well as conversions to sales.

Meanwhile, images also help a customer visualize an experience. Use lifestyle photos that show the characters resembling your target audience using the product. Make sure they evoke the exact feelings you want your customer to have as well. 

Use high-quality images so they will not only be effective but also in accordance to Amazon guidelines. Set against a neutral background, do not use flashy graphics and add prices are just some of the tips for compliant imagery. 

As Amazon has evolved it has offered sellers more and more media options for displaying their products in the best light. Video for Brand Registered brands is one of those options.

If images are easier and faster for the brain to understand, then video is even more so. That is why video is one of the most effective ways to increase conversions as well as brand awareness.

With a well produced video on your product detail page, you’ll stand out from your competitors for sure.

Videos can show other details that the product listing may have missed. You can also explain instructions better and demonstrate features more clearly.

Sellers can significantly improve their product listings by incorporating different types of media. This way, they can capture more potential customers with different buying triggers.