Amazon can be a great way for you to increase your online presence and sales. But only if your product listings are optimized properly.
Many online merchants are reluctant to abandon what they know about product listing optimization in order to learn how Amazon works. While optimizing Amazon product listings is not as easy as it seems, there are some lessons to be learned.
It is easy to be successful on Amazon by following these guidelines and learning the best optimization strategies for increasing your product’s visibility.
Optimize for Amazon SEO
SEO for Amazon differs from optimizing other platforms or search engines. Although there are many mysteries surrounding Google’s search engine and algorithm, digital marketers still receive updates on major changes to their algorithm.
Amazon is not an exception. We know a lot about Amazon’s search engine (also called A9) largely through trial and error, as well as occasional Amazon representatives chiming in on their seller forums.
One thing sellers must know to get rid of some of the mystery surrounding A9 is that Amazon is a buyers platform. Their goal is to provide products for consumers to purchase.
If you want to optimize your Amazon SEO, make sure you consider conversions when optimizing your product listings. If you want casual shoppers to become buyers, then these are the areas that should be addressed.
Keywords for Amazon will require a different approach to search than for Google. You should remember that Amazon users are likely to be ready to buy in the moment they search. This can have an impact on which keywords they search for. To build your keyword list, you should use a keyword research tool that is specifically designed for Amazon.
Amazon does not require sellers to repeat the keywords in order to improve page relevancy. Don’t waste space by listing multiple keywords in your product listings.
You will see that Amazon’s search optimization tips warn against using duplicate keywords in your title. It is best to use detailed titles that are not too long. The format of your product title, and the keywords that you include, will differ by category.
Product Descriptions and Bullet Points
The product image and title of your product convinces customers to click on the listing. Now you must sell the product. You have the opportunity to motivate action with product descriptions and bullet points.
Your product description should answer the customer’s questions as well as provide more information about your product. Your product descriptions should contain keywords, but you must avoid duplicates.
Bullet points also offer another opportunity to use keywords to sell your product.
High quality product images can have a huge impact on conversions. It will not only drive more sales but Amazon also requires it.
Your primary image, also known as the MAIN image, must be at least 1000 pixels in size, have a white background and fill 85 percent of the image.
It is essential to go beyond Amazon’s requirements in order to optimize your images and drive sales. Images can be used to market your product. You should use secondary images that include lifestyle shots. Images that show your product in action can be very effective.
Make Products Available for Amazon Prime
You can make your product eligible for Amazon Prime to increase its visibility and help you sell more products. You can ship to a warehouse but not from Amazon. FBA is Fulfilled by Amazon. This means your product will be shipped to Amazon’s warehouses and they will handle shipping and returns.
FBA fees can be frustrating for sellers. To determine the exact fees, you can use Amazon’s profit calculator.
Consider Offering Discounts
Amazon is the best place to start product search. Amazon is a great place to find amazing deals for consumers.
However, this doesn’t necessarily mean you should set prices that make little to no profit. Studies have shown that consumers are more inclined to choose middle-priced options than the cheapest.
You can optimize your product listings for conversions by offering your products at a discount rate.
Your products will appear when customers search for products with discounts. Consumers also feel that they are getting a great deal when you offer discounts. This results in more conversions which leads to higher Amazon rankings.
Improve Shipping and Inventory Management
You know what it means to be an eCommerce merchant and how important it is to keep items in stock so that customers can get them quickly. There is no other way to earn the Amazon’s Choice badge. Your products must be eligible for Amazon Prime.
However, Amazon’s FBA program can make it difficult to manage your inventory and shipping. So that your customers receive your products quickly, they often end up in multiple Amazon warehouses. Problems arise when there isn’t enough stock to distribute across these warehouses.
Shipping speed can decrease if stock is too low for multiple Amazon distribution centers. This can negatively impact your ranking and make your customers unhappy.
There are many solutions. Many automated marketing platforms can integrate with Amazon to help manage your inventory and receive updates in real time. This will make you feel great when the holiday season arrives.
Manage Product Reviews
A third reason that so many people start their product searches on Amazon is that they can read product reviews before making a purchase. Reviews are a form of social proof that can make a big difference in your search rank and converts.
A bad review doesn’t necessarily mean the end of the world. However, you need a plan in place to manage product reviews. This includes obtaining positive reviews as well as dealing with negative reviews.
Managing Negative Amazon Reviews
It is important to note that negative reviews are not necessarily bad. Negative reviews, as long as they are not negative, can be used to convince customers that the product reviews are genuine.
Let’s suppose that you have to deal with a negative review. What should you do?
If an Amazon customer leaves a negative review, the seller cannot remove it from their site. However, you can appeal to Amazon.
Obtaining Positive Amazon Reviews
It’s important to not only handle negative reviews but also to develop a strategy for getting positive reviews. Sellers have many options to get more positive reviews.
You can ask them how the product is going and if they’d be interested in leaving a review.
You can also ask customers for reviews in return for a free or discounted product. If you are asking for an impartial review, please be sure to read the Amazon Terms of Service.
Don’t Forget the Backend
If you want to rank higher in Amazon, it is important to optimize your product listings from both the front and backend. While customers cannot see your backend, optimizing Seller Central information can help you rank higher on Amazon and allow you to make the most of every space.
Late 2015 saw Amazon increase the character limit on backend search terms. This means sellers can now add keywords to improve their listings’ organic ranking. Sellers can now enter up to 1,000 characters in their form fields, instead of 50 characters.
You should remember that even though you have more space, this doesn’t mean that you shouldn’t add random keywords to try and rank higher. Amazon will still be focused on conversions, and will notice when consumers don’t find your product listing relevant to their searches.
Long-tail keywords can be difficult to include in your product listing’s front end. Instead, you should think about entering them in. You might find it difficult to think of long-tail keywords. Take a look at your product listings’ Customer Questions and Answers to see what terms customers use. Sometimes they can reveal search terms that you could use to improve your backend.
Consider Using Sponsored Products Ads
Amazon’s Sponsored Products can help you increase your visibility quickly. This program, which is similar to Google AdWords but only allows you to advertise on Amazon’s Sponsored Products.
Sponsored Product (SP), ads might be worth looking into if you’re winning the Buy Box. These paid ads can help sellers beat their competitors, increase visibility for new products, and revive stagnant sales. This is the perfect time to join the action.
Optimizing every aspect of your product listings is essential to drive sales and conversions at Amazon. A slight increase in conversion rates can have a big impact on your bottom line.
Amazon offers small and medium-sized companies the opportunity to reach a larger audience. However, it is only possible if their product listings are appealing to consumers. If you follow the optimization tips, your chances of being successful on Amazon are higher.