Amazon sales performance is all in the detail
In almost all cases poor sales on Amazon comes down to poor Amazon product listing quality; for now we'll assume the product and your customer service are both terrific.
So how do you begin optimising your amazon listing?
Each Amazon product listing is made up from only a handful of individual components; the more time and attention you give each of those areas, the better your sales will perform.
The areas are obvious enough; Title, Description, Bullet Points, Images, Keywords, Category & Technical Specifics.
These are the areas that make a difference to Amazon SEO, these are the areas that are common pain points for Amazon Sellers.
With so few areas that make up an Amazon listing, if you miss any item out or take a short cut your listing will perform badly. But get them right and your sales will change for the better overnight. Amazon product optimisation is key to your success.
If you don't have time to do this yourself then you should find an Amazon listing expert and use a professional Amazon listing service. If you do that you can become a top rated Amazon Seller fast.
And one last thing: make sure you are listing in the correct product category. If you get that wrong then your sales will suffer.
The Amazon title is where it all starts so give it the attention it deserves
Take a step back and look at your Amazon title. Be confident that they actually say what the product is. Amazon title optimisation needs a little care and attention, get that wrong and your Amazon SEO will be very poor.
You are limited for space (200 characters) and that means you have to think hard. You want a keyword rich title, that title will feature:
Brand Name, Product Title, Main feature, & Main Item Specifics such as size and colour, up to the maximum character limit if possible.
Ideally include your main keywords, to double up on the chances of the Amazon search algorithm finding it.
Look at competitive products and do some competitor research: study how they use the title.
You want to be associated with similar products in order that the customer can decide between you and them, so use your top competitors to learn what is working. They are selling products, so study how they have optimised product titles.
The Amazon description is where you sell your item, but it matters for Amazon optimisation as well
The Description needs work. You have to convey the benefits of the product, and you must convey it's strengths clearly.
You can begin by thinking about the buyer; is it for old or young, male or female, mum or dad, son or daughter. That will help you consider what they want it for and how they are going to use it. Always think about the customer, it is them that you are talking to.
If it's likely to be a gift consider the language you should use to encourage the gift buyer. Encourage them to believe that this is the perfect present for their loved one.
But most of all consider; who uses it, why do they use it, what's it made from and why is it better than other similar items they may be thinking about. Consider each area and promote positive reasons to engage the customer.
And when you write your copy remember to use the keywords as best you can and to reuse the title phrases to ensure that Amazon's search will find you.
Sponsored Product Listings
As a shortcut, spending a little on Sponsored Ad's can make a big difference.
Once your products have started to sell, they will rank better and that means you could reduce the Ad spend.
And the results will also help you see what the best keywords are for search.
The importance of bullet points when optimising an Amazon listing
The Bullet Point area is one of the most important areas in your Amazon listing optimisation activities.
This is where the eye scans to, and it is there that you should distill the features and benefits. Each bullet can be 500 characters in length, so you have lots of scope despite that character limit.
If you created a list of features and benefits during the creation of the description then that is what to use as your guide to creating your bullets.
Customers spend only seconds scanning a listing and bullet points take up a big proportion of that time. Make sure that when they are looking at products on Amazon they spend time on yours.
Keywords are key when it comes to Amazon product optimisation
There are 255 characters available for keywords and these are important in influencing Amazon's search.
Unlike conventional keywords on a website, the keywords in Amazon don't need to be repeated. Amazon is able to make sense of your keywords based on it's understanding of the product description.
If you are selling a sponge then the keywords might be: sponge, big, yellow, car, kitchen, window, bath. Amazon will join the dots for you.
You can research likely keywords using Amazon's auto search completion or even the Google search services. But you can also look at the keyword report if you use Amazon Sponsored Listings, these will help you refine your keyword list.
A picture is worth a thousand words
Your items should be on a white background and good quality. Ideally go for 1000px to ensure that customers can zoom in easily.
Avoid any overlays or logos, those will be rejected.
Show the whole item from different angles and provide additional close up shots of specific details.
Ensure you get a good quality product image, without it your Amazon sales will suffer. Product pages need to show the product clearly. Optimise products by all means, but without a good product image (or several) you will not sell. Invest in a little product photography.
When you are launching a new product on Amazon it will make good sense to promote the product on Amazon through their Sponsored Ad's. It's a very easy way to do some digital marketing,
By using Sponsored Listings it will help you build some early traction, to build reputation and sales.
Being in the correct category will improve your Amazon ranking position
If your competitors products are not in the same category as you then you'll need to find out why. So do your product research.
You may have listed in an incorrect category and that will damage the search results. And it will also damage your conversion rates.
The best way to choose the correct category is to look at a range of competitive products. Some categories are not terribly obvious, and the easiest way to find the correct one is by studying similar products.
Choosing the correct category will also ensure that you can provide relevant Technical Details.
Don't attempt to list a gated item in a non gated category to avoid the rules, that will not work and will simply backfire on you.
Technical information and specifics matter on Amazon for optimisation
Filling in the Technical Information area provides essential information to the customer and re-assures them that they have found the item they have been looking for.
The Technical area is also used to compare products in a comparison grid at the bottom of the Amazon screen. If you miss out information then the customer will not be able to compare your product's details against the competitive offerings. If that happens they are likely to go with the product that has been fully defined, not yours.
Don't try and take a short cut, go the last mile and your sales and your sales rank will improve.
Consider Fulfillment by Amazon
To improve conversions you may want to consider Fulfillment by Amazon, shoppers can take comfort from that.
Split testing on Amazon
Split testing on Amazon is a little difficult. You can't (must not) have duplicate listings. So if you want to try A/B testing you'll need to create a listing that is tried out for a week, and then swap it for week two.
Or you could have a variant product or two listed as separate items to see what performs better. This can only be be done when the item is not already being sold by other Amazon Sellers, so split testing is best aimed at private label items where you have full product marketing control.
Split A/B testing is easier when you are experimenting with Sponsored Ads (Amazon PPC): effectively you look at the click through rate and the ROI of one Ad over another.
Try the Google keyword planner
When you are looking for keywords to improve your listing optimisation, you should not forget having a look at the Google keyword planner.
The Google Keyword tool can be extremely useful.
Moving your listing up the Amazon rankings and your sales up even further
Improving your Amazon listing's rankings requires a little diligence and a little hard work, Amazon search optimisation just requires attention to detail and some care:
1. Review your Amazon Titles for optimal behaviour, and check that they are really fit for purpose. Make sure they really make it clear what the item is. Compare your titles against your competitors to find out what is working for them.
Optimising your listings begins with the title: get that right and the rest should follow.
2. Put the effort into the Amazon Description and Technical areas. These are where you need to sell the item and where customers will compare your product features against your competition.
Make sure you fill in the keyword area and reflect those keywords in the description area and title. The Amazon Search Engine will use those keywords, but so should you in your title and in all your public copy.
The Bullet Points are where people will scan to, so make sure you use them well and have the great features and benefits fully detailed.
And of course you'll need great, clear product images from great product photography.
3. Check your Amazon category by looking at the competition. Competitor research is vital, competitor analysis can make a huge contribution to your Amazon sales.
As your Amazon listing quality improves you'll want to watch the sales rank and the category sales rank to monitor progress.
Always keep notes of what you have been doing, especially if you are carrying out A/B testing over the period of a few weeks.
After you have fully reviewed and revised your listing, it is best to only change one thing at a time in order that you can reach a sensible view on whether or not that change was positive.
Professional Amazon product listing services will help sell more you if you don't have time. So consider finding an Amazon listing optimisation expert (such as ourselves) to sort things out.