Nearly 1 million new sellers joined Amazon this year, elevating its earlier seller count of 2.5 million. With such competition, comes great opportunities to advance your online sales. But, in a marketplace this fierce, how can you ensure success for your eStore in 2020?
We have the answer- Amazon Product Listing Optimization.
Amazon is an ever-growing market, providing sellers access to over 300 million customers. However, success on Amazon involves doing many things simultaneously, and doing them right! Optimizing product listing is an integral part of that strategy.
Why Is Amazon Product Listing Optimization Critical for Sellers?
When stripped down to its basics, Amazon is a search engine, albeit for eCommerce products. However, it functions differently than most other search engines.
A9, the Amazon ranking algorithm, first determines the items which are a proper match to any user query. Then, it sorts those results to display the most relevant ones at the top, i.e. the product that the user is most likely to buy.
So, to feature on the first page of search results, you have to convince A9 that:
- Your listing IS relevant to searches
- Customers are more likely to buy YOUR product
Ergo, you need clicks and conversions to get ranked by Amazon. That’s where optimizing your product pages comes in handy.
Amazon Listing Optimization- 4 Things to Keep in Mind
- Competitor Analysis
Before strategizing, you should find out what the top players in your product space are doing to rank. Remember, the aim is to drive traffic to your listings. So, analyze your competitors’ product pages accordingly. What makes their store different from the rest? Low prices, catchy titles, a lot of reviews, or product descriptions?
List the terms they rank for by using a keyword harvesting tool. Search those keywords to discover the dominating brands in your niche. Narrow down the well-performing ones and study them to spot possible factors that could affect search rankings.
- Understanding A9
We’ve already been through the basics of Amazon’s A9 algorithm. What you must also keep in mind is that A9 makes decisions based on three main focus areas.
- Conversion rate factors- Product reviews, pricing, and compliance with image requirement
- Relevancy factors-Product title and descriptions
- Customer Satisfaction- order defect rate & seller rating
- Product Title, Description, & Images
These are important aspects of Amazon product listing optimization.
Product title and image are the first things a prospective buyer notices. Clearly, they need to be attractive. The description, on the other hand, has to be easy to skim (say bye to messy paragraphs) and feature-packed. Take note of a few of the best practices that most Amazon product listing services follow.
- The product title should include the priority keyword, the main feature/benefit, and as many item specifics as possible.
- It should be easily understandable.
Example: Fendar Venus 2017 (Blue) 6-String Cut-A-Way Right Hand Acoustic Semi-Electric Guitar with Free Bag & 1 Set String, 2 Picks
- Amazon allows 5-9 images. Utilize them all. Showcase your product from different angles, zoomed out, and zoomed in.
- Use plain backgrounds.
- Invest in professional photography and only use high-quality pictures.
- Show your product in use, the packaging, or size and measurement charts.
As for the description,
- Use bullets to highlight your product’s strengths.
- Elaborate on the problem your product solves.
- Mention all policies, manufacturer warranty, gifts, and discounts.
- Use your description to answer the most probable objections a customer could raise before buying your product.
- Reviews
Providing a fantastic customer experience will always be the best way to garner good reviews organically. But, if you’ve recently started as a seller, getting good reviews can be tough. That’s where using Amazon product listing optimization services to create a smooth product page can help you.
Additionally, run automated email campaigns. Keep your customers informed on the products in stock. Give them timely updates on offers, price changes, etc. Promptly respond to queries. Gather patterns from bad reviews and fix them.
Of Course, There’s More
Understanding listing optimization on Amazon is important if you want your eStore to become successful. However, there’s a lot more to it than we could discuss here. For instance, product pricing, seller rating, utilizing Amazon enhanced brand content, etc. matter just as much for good search ratings.
Too Much on Your Plate? Let Us Lend a Hand
SunTec India provides you with a consistent, accurate, and complete suite of Amazon product listing services. Our listing optimization services are driven by well-organized, quality processes dedicated to directing more traffic and driving your conversions up. To know more about how we can help you, drop a line at [email protected].
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