Adam Weiler is a serial entrepreneur who resides in Seattle, Washington. He is the Founder & CEO of Sunken Stone, a results-driven Amazon marketing agency for growing 7- & 8-figure eCommerce brands. Adam loves to cook, take vacations, and spend time with his family when he is not working. If you have questions or want to chat about Amazon, send him an email or reach out on LinkedIn or Twitter.
What is Amazon Listing Optimization?
Amazon listing optimization involves implementing various actions to improve product discoverability, increase click-through rate, and generate more sales. This process ensures product listings rank higher in Amazon searches and gain more visibility in the marketplace. Amazon sellers can optimize product listings through keyword research, using optimized images, and getting more reviews.
If your brand sells products on Amazon or you make regular purchases on the marketplace, you may have noticed that some product listings get more visibility than others. You may also have realized that the product listings that consistently rank higher in Amazon searches gain more traffic and rake in more sales. Let’s dive into this Amazon Listing Optimization guide.
One of the things that make the difference between CPG brands that achieve success on Amazon and those that struggle to make sales is the Amazon listing optimization guide. This is an essential aspect of finding success on Amazon.
There’s no doubt that Amazon presents many opportunities for brands to sell their products in a wide range of categories and make good profits. However, making it on Amazon involves many moving parts that must be coordinated properly.
Apart from finding profitable products to sell on Amazon, CPG brands must leverage reliable Amazon listing optimization techniques to gain more visibility and make more sales. With more and more brands competing for customers on the marketplace, Amazon listing optimization has never been more important.
Amazon listing optimization is the implementation of specific actions intended to upgrade every part of a product listing to improve its ranking and maximize sales. These actions include things like keyword research, optimizing image content, getting more product reviews, improving seller metrics, and many other techniques.
But why is it important for CPG brands to optimize product listings? Let’s look at some compelling reasons in the next section.
Why Is Amazon Listing Optimization Important For CPG Brands?
Increased Conversion Rate – Amazon listing optimization involves a range of techniques that help CPG brands gain more visibility and generate more sales.
Improved Sales– Amazon product listing optimization not only improves a product’s visibility on Amazon but also increases the chances of winning the Buy Box. This automatically translates to more sales.
Higher Ranking and More Visibility– Although Amazon is not explicit about how their ranking algorithm works, experts suggest that text match relevancy is one of the aspects considered in ranking products on Amazon. That means proper use of keywords can result in a higher ranking and increased visibility on the marketplace.
Improved PPC Efficiency – An optimized product listing on Amazon translates to increased sales. For brands implementing PPC campaigns, an improved conversion rate means a good PPC performance. Therefore, Amazon product listing optimization is a great way for CPG brands to supercharge their PPC campaign performance.
Loyal Customer Base– Typically, Amazon shoppers prefer buying products that rank higher in Amazon searches. Amazon listing optimization ensures a product gets more visibility, and this brings in more customers.
Win Amazon Buy Box– The Amazon Buy Box is the “Add to Cart” or “Buy Now” button that appears on the right side of the product details page. This button helps CPG brands to make more sales as it allows customers to make a quick purchase. Optimizing Amazon product listing is one of the practical ways to improve the chances of winning the Amazon Buy Box.
How To Optimize Various Elements Of Amazon Product Listings
An effective Amazon product listing consists of the following components:
Product Ratings and Reviews
All these components should be optimized properly to drive more traffic to a product listing. Let’s look at some of the best ways to optimize elements of Amazon product listings.
A product title should contain important information that would help potential customers decide if the product is right for them. An effective product title for an Amazon product listing should include brand name, the function of the product, and key features like model, color, size, and quantity.
While Amazon allows CPG brands to use up to 250 characters for product titles, it’s advisable to use below 200 characters so that the title doesn’t become too wordy.
Generally, titles should be easy to read, provide shoppers with crucial information at a glance, and use relevant keywords.
Do not add promotional statements such as discounts
The first letter of each word in the product title should be capitalized
The image below shows an example of an ideal product title for an Amazon product listing.
Bullet points let you explain the selling points of a product in a precise manner. Amazon allows brands to use up to five bullet points of up to 500 characters each to highlight the features and benefits of a product. It’s a good idea to use all five bullet points to create an engaging copy.
Although CPG brands are free to use all the 500 characters to describe key product features and benefits, it’s advisable to use around 200 characters in each bullet point to avoid bulky blocks of text that may be difficult to read.
Be sure to keep bullet points short and straight to the point.
Below is a good example of bullet points for an Amazon product listing.
This section should give potential customers more detailed information about the product, helping them make informed buying decisions.
Amazon allows CPG brands to use up to 2000 characters in this section, so this is the place to include crucial information that could not fit in the bullet points.
This is the section to communicate a product’s unique selling points and brand value.
An effective product description should be easy to read, informative, and include relevant keywords. CPG brands can utilize Amazon A+ Content to a create captivating product section using rich images, text placements, charts, high-definition videos, and other features.
Below is a good example of a product description.
Images are so important for CPG brands that sell products on Amazon. High-quality images entice customers to check out a product’s unique selling points, while poor-quality images will increase bounce rate and reduce sales.
Amazon allows CPG brands to add up to 9 photos for each listing. It’s advisable to add at least 6 images to give potential customers an accurate representation of the product.
Here Are Some Tips To Optimize Product Images On Amazon:
The images should be at least 1000 x 1000 for potential customers to be able to zoom in
Showcase the product from various angles to help buyers visualize it accurately
Use a white background to prevent distractions and gain more control of shadows, and spill light
The product should fill at least 85% of the image frame
If you’re not good at Amazon photography, it’s a good idea to hire a professional Amazon photographer to take great images of your products.
Product Ratings & Reviews
The fact is, nearly 90% of shoppers on Amazon visit the product review section before considering buying a particular product. That means product reviews not only impact buyers’ decisions but also strengthen a brand’s credibility.
As a result, CPG brands should focus on getting as many positive reviews as possible to achieve a good rating in the marketplace.
It’s a good idea to focus on providing high-quality products and excellent customer service to attract more positive reviews. In case a customer is dissatisfied, it’s advisable to reach out to them and make things right before they leave a review.
Amazon backend keywords are search terms or phrases that are strategically placed in the backend section of a seller account. These search terms are invisible to buyers on Amazon, but they’re visible to brands.
Backend keywords help to drive high-quality traffic to a product detail page. Amazon limits the length of backend keywords to 250 bytes, meaning anything above 250 bytes won’t get indexed. That’s why it’s advisable to perform proper keyword research and avoid punctuation.
Best Practices In Amazon Product Listing Optimization
Find High-Ranking Keywords
Amazon’s A9 algorithm uses keywords incorporated in a product listing to match the product to a customer’s search query. That’s why it’s important for CPG brands to find and use high-ranking keywords in product listings to improve discoverability.
A product listing rich in high-ranking keywords is more likely to appear in customers’ search results. It’s a good idea to incorporate keywords in the product title, bullet points, and product description to capture organic traffic.
Pro tip: Keyword rankings change consistently, so it’s advisable to use the best keyword research tools to monitor ranking positions on a daily basis.
A+ content on Amazon (formerly enhanced brand content) is a premium tool that enables CPG brands to enhance product descriptions using rich images, text placements, high definition videos, charts, detailed descriptions, narrative copy, and other features.
Amazon A+ Content allows CPG brands to describe product features in a more appealing way; hence attracting more customers. This premium feature can help brands improve conversion rates, get more positive product reviews, and build customer loyalty.
Amazon A+ Content is available to vendors and brand-registered sellers. Any brand that wants to optimize their product listing should consider using Amazon A+ Content so that their listing stands out.
Consumer feedback influences purchase decisions among shoppers on Amazon. A majority of shoppers on Amazon look at the review section to see what previous customers are saying about a product before they make a purchase decision. That means reviews can make or break a brand.
Moreover, Amazon’s ranking algorithm considers reviews in its ranking system, so it’s important to provide exceptional products and ensure customer satisfaction for the purpose of getting more positive feedback.
The following tips will help you get more positive Amazon feedback on Amazon:
Monitor seller performance metrics i.e. order defect rate, late shipment rate, and pre-fulfillment cancel rate.
Respond to customers’ queries/requests as soon as possible
Personalize communication with buyers
Send follow-up emails requesting customers to leave a review
Make more sales
Optimize Product Title, Bullet Points, And Description
Optimizing the product title, bullet points, and description section of a product listing is the best way to drive quality traffic to a product detail page. The product title should be descriptive, integrate high-ranking keywords, and should follow Amazon’s rules.
Bullet points should highlight key product features in a precise manner and communicate the product’s value to customers.
Below is an image of a keyword-optimized bullet points section of a product listing.
H3: Optimize Product Images
Product images are a crucial element of product listings on Amazon as they showcase products from different angles, allowing potential customers to make a buying decision. The images that appear in a product listing are the first thing that shoppers will see.
Having high-quality images on a product listing improves the click-through rate and boosts sales.
Typically, product listings with stellar images tend to rank higher in Amazon searches, and most shoppers prefer products with visually appealing images. Therefore, the importance of high-quality images on Amazon cannot be overemphasized.
Product images should be at least 1000 pixels in either height or width to enable the zoom function.
Pro Tip: Shoot the product images against a pure white background to make them eye-catching.
Below is an example of a great product image.
If you don’t have the right equipment or you’re struggling to take good images, it’s advisable to hire a professional photography service to help you. Having stellar product images that set your product listing apart is definitely worth the investment.
Looking For Reliable Amazon SEO Services? Get In Touch With The SEO Professionals At Sunken Stone
Amazon listing optimization is an important process for any brand that wants to gain a competitive edge in the marketplace and make more sales. At Sunken Stone, we offer professional Amazon SEO services to CPG brands. We can help you increase brand visibility on Amazon, optimize your listing to enable you to reach new customers, and boost SEO across your entire product lineup.
If you need help with Amazon SEO, connect with our SEO team at Sunken Stone and let us provide you with turnkey solutions that will skyrocket your sales with SEO that works.
You can also download our ultimate Amazon Playbook and learn expert tips and key takeaways that will help you take your eCommerce brand to new heights.
Check out compelling reasons why Sunken Stone is a reliable partner for Amazon SEO services.
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Sunken Stone will help you find a solution to increase your profits on Amazon. Click “Request My Proposal” below to receive a customized roadmap to beat your competition and uncover new areas of opportunity for increasing sales.
Frequently Asked Questions
What Is Amazon Listing Optimization?
Amazon listing optimization combines a range of actions aimed at improving search visibility on Amazon and generating more sales. These actions include things like keyword research, optimizing product title, bullet points, and description, supercharging PPC performance, and getting more positive feedback.
Why Is Amazon Listing Optimization Important?
Amazon product listing optimization helps to drive relevant traffic to product detail pages, improves conversion rate, optimizes PPC campaigns, and builds brand credibility.
How Do I Optimize My Amazon Listings?
The practical ways to optimize Amazon listings include incorporating relevant keywords at the right places, perfecting product images, writing a compelling product description, getting more reviews, and many other strategies.
How Do I Optimize My Amazon Listing On Mobile?
Mobile listing optimization ensures the best presentation of Amazon listings on mobile devices. Some of the practical ways to optimize Amazon listing on mobile include creating easy-to-read content, optimizing product title and images, using A+ Content, and using short videos.