Amazon is the world’s leading marketplace that attracts the highest online sales. According to Statista, Amazon generated net sales of over USD 63.4 billion in the second quarter of 2019. The majority of Amazon revenues came from product sales.
The numbers indicate increased sales opportunities on Amazon for third-party sellers. As a result, the competition is also increasing with new sellers joining in. Data* shows that 70-80% of the users do not move to the second page of search results. It is, therefore, essential for Amazon sellers to optimize their product listings with relevant keywords and effective SEO strategies.
Multiple merchants on Amazon have similar selling propositions. It highlights the need to formulate effective marketing strategies for gaining a competitive edge with improved product visibility. Search engine optimization is an essential part of Amazon marketing strategy as it drives organic traffic with significant improvements in product visibility. Below are the steps to optimize product listings:
It is the most important element of a product listing as it is the first thing that customers notice. So, keep it simple, include the key features and focus keyword. Make sure that the title contains at least 1-2 relevant keywords to expand its reach. However, do not try to stuff the keywords forcefully as it may look like spam. In short, keep your title concise yet informative. The ideal limit is between 10-20 words so that it is easily readable. Amazon has specific guidelines on how product titles should be written, which are as follows:
- Capitalize the first letter of every word (avoid capitalizing 'and').
- Refrain from using the ampersand ('&'), unless it is a part of the product’s brand name.
- Write numbers as numerals, not words (e.g. 14 instead of fourteen).
- Don’t use abbreviated terms for measurement units (e.g. Pounds instead of lbs)
- Avoid putting prices, promotions, symbols, seller information and suggestive commentary in the title (e.g. don’t boast about your product or yourself).
- Exclude color or size in the title if it’s not directly relevant to the product (e.g. if an item only comes in one color or size, like a stainless steel toaster).
Images play a significant role in attracting customers to a product page. For maximum impact, use clear, high-resolution images to market your product. When customers see a clear image that provides details about a product, it is likely to convert into a sale. It is also essential to finalize the ideal number of images to upload. Data shows that 62% of the top-performing listings contain at least 5 to 6 images. The product thumbnail should perfectly represent the product quality without zooming in. Additional images should focus on minute product details from different angles, making it easy to identify their key features and qualities.
Customers would want to evaluate your product in detail before they make the purchase decision. You should provide a concise, clear, and effective product description. Provide essential details about the product composition, quality, and justify it with concrete points. Stuff meaningful keywords at relevant places to rank your product among top search results. Your brand’s value proposition should fulfill the customer’s needs and expectations efficiently.
Your product features should be listed in the form of bullet points to inform visitors about the products’ key functionalities. Include relevant keywords while listing the essential points about your product. It should not contain a chunk of texts or long paragraphs. Since customers skim through this section, try to include key facts like your customer service to handle issues or warranty information. Well-written product features can convert visitors into your customers.
Product Ratings and Reviews
Positive reviews fuel your ratings that augment your customers' trust in your brand and your product. Customers check ratings of the product before clicking on it. So, having a high rating can boost your chances of getting sales. Once the customer clicks on your product and is willing to purchase, they can go through the reviews. Reviews can influence shoppers to purchase because buyers’ first-hand experience is more valuable to them.
Benefits of Amazon Product Listing Optimization
Ensure that you have followed the above practices to optimize your product listings The prime benefits of doing it are listed below:
Amazon SEO is essential to improve product visibility organically with effective keyword strategies. Once the visibility improves, you get more traffic and organic visitors, thereby increasing product sales on Amazon.
Increased Conversion Rate
The conversion rate on Amazon is closely associated with the traffic to a specific product page. As traffic increases, the conversion rate improves significantly. A higher conversion rate ensures that your product is easily discoverable on Amazon.
Increased Sales and Profits
Profit margin shoots up with the increase in conversion rate as sale increases. Also, if you run paid ad campaigns for optimized product listings, the cost-per-click (CPC) is low. It happens because your optimized product listing is ranking higher organically and the CPC gets lower to generate sales from ads. So, as the sale increases, you make more profit.
The optimization of product listings is essential to increase Amazon sales and revenues. Since Amazon is a competitive platform for sellers, using a well-formulated strategy can make a difference. When your product listings are optimized, Amazon’s search algorithm displays your products at a higher ranking in the relevant search query. Thus, Amazon product listing optimization is an essential marketing strategy for sellers on Amazon.