Every Amazon seller knows the relevance of ranking high on Amazon search results. However, not everyone knows how to get their listings ranked; and it’s not an easy task.
Considering the increasing number of merchants selling similar types of products on the marketplace, it is difficult to stand out and rank. Sellers must, therefore, employ robust strategies to optimize their product listings according to Amazon’s ranking algorithm and other parameters.
In this article, we will state the most relevant Amazon product listing optimization techniques for higher rankings. However, before we start, let’s look at some prominent reasons to optimize your listings.
Reasons To Optimize Your Amazon Product Listings
When done in a proper manner, Amazon listing optimization can benefit sellers in multiple ways:
- Improve visibility and search discoverability by using the right keyword research and SEO strategies to help potential shoppers find you on Amazon.
- Boost sales and conversions by providing relevant product information and focusing on customers’ pain points via detailed descriptions.
- Gain a competitive edge by creating unique, keyword-rich descriptions to differentiate your product from your competitors.
- Stay relevant by adhering to the latest trends and guidelines introduced by the marketplace from time to time.
Amazon Product Listing Optimization Techniques For Higher Rankings
1) Create Effective Product Titles
The title is one of the most critical aspects of a product listing as it decides whether or not the buyer will continue with your listing. Therefore, be careful of the information you provide in the title.
Since Amazon has allotted 200 characters for product titles, sellers must constructively use the space to provide valuable information, including the brand, size, dimensions, color, model, material, or fabric (if applicable).
An example of a well-crafted product title:
The title includes relevant information to educate buyers about the product and grab their attention to click on the listing.
To help sellers create effective titles, Amazon suggests a title structure: [brand] + [sub-brand] + [model] + [size] + [ brief description] + [USPs]. However, sellers don’t have to stick to it; they are free to create their custom titles.
Points to remember:
- Include at least one primary, high-search volume keyword or phrases
- Capitalize the first letter of every word except prepositions, conjunctions, and articles
- Write numbers in numerals (e.g., 2 as two)
- Don’t repeat keywords
- Mention 1-2 significant benefits (if applicable)
- Use hyphens, commas, or dashes for easy readability
- Address buyer’s intent
- Spell out measurements
- Don’t mention the product price
- Avoid keyword stuffing
- Don’t include promotional information such as “free shipping”
2) Write Unique Descriptions To Educate The Audience
As per Amazon’s policies, sellers can use up to 2000 characters to describe their product(s) in detail. A well-written description boosts sales by informing the customers about the product and the brand in an interactive way.
Use this space to mention your product’s unique features, uses, and how it can solve customers’ problems. Connect with your audience by telling your story, resolving their pain points, and telling them how your product is different from other similar products.
Points to remember:
- Be objective, persuasive, and honest
- Include long-tail keywords and other relevant search terms
- Use clear language and a natural tone for better readability
- Include the major USPs and features
- Mention guarantee/warranty, wash care instructions, and other crucial information
- Use short sentences
- Don’t use keywords that have already been used in other parts of the listing
- Avoid HTML tags and special characters
- Don’t use any kind of promotional or subjective language/terms
3) Attract The Audience With High-Quality Product Images
When it comes to online shopping, product photos have a major impact on consumers’ buying decisions. Therefore, high-quality, appealing, and authentic images in your store are quintessential.
Besides knowing product details such as fabric, color, washing, uses, shipping, or features, customers want a real sense of what they are buying. Images give customers an idea of how the product will look in real life, which helps them make an informed decision.
Points to remember:
- Images should be at least 1000*500 pixels
- Fill 85% of the primary image with the product
- Use a white and plain background to focus on the product solely
- Provide images from diverse angles to clearly showcase the product
- Capture images in bright light and well-lit surroundings
- You can use up to nine high-quality images
- Include product usage videos (if applicable)
- Optimize the image file name for SEO purposes
- Ensure no distractions, objects, or people in the background
- Avoid blurry, low-quality, and dull images
- Use infographics (wherever possible)
4) Use The Right Keywords To Get Indexed
To appear in the top search results, you must be indexed on Amazon. When a shopper searches for a particular product by inserting a keyword in the search bar, your listing will appear in the results.
For instance, if you are selling mattresses, and a potential customer searches for “soft mattress,” there are chances of your product listing appearing in the top ten results. However, your listing must include the keyword “soft mattress” to be found on the Amazon search engine.
You can insert relevant and high-volume search terms in several parts of your listing, including the title, description, and/or bullets.
Points to remember:
- Use diverse keywords research tools to identify popular, high-relevance search terms
- Analyze competitor’s listings to know what keywords they are targeting
- Use both short-tail and long-tail keyword variations ( “soft mattress and soft mattress for a double bed)
- Update backend keywords
- Include primary keywords in the title
- Don’t stuff or repeat keywords
- Don’t target irrelevant or inappropriate keywords
5) Include Bullet Points For Easy Readability And Better Engagement
Bullet points are among the most significant aspects of Amazon listing optimization. First, they directly impact SEO ranking, and second, they provide an overview of your product in an easy-to-read format.
Sellers can utilize the bullet points to highlight their product’s key features or benefits – each feature/benefit can have a separate point. Include pointers that set your product apart and convince customers to buy from you.
Points to remember:
- Amazon allows 1000 characters and five bullets (200 characters for each bullet)
- Highlight product uses, features, or benefits (per bullet) for maximum engagement
- Use clear and persuasive language
- Ensure keyword density and consistent formatting
- Try answering customer’s immediate or biggest product-related queries or problems in the bullets
- Keep them concise yet valuable
- Explain how your product can help the customers
- Don’t repeat the benefits already mentioned in the description or title
6) Focus On Product Reviews And Ratings To Build Trustworthiness
Reviews are an incredible tool to attract new customers and a symbol of buyer loyalty. If your product has an adequate number of positive reviews and four-star or higher ratings, it has a fair chance of showing up in the organic search results. This, in turn, helps you reach your target audience and enhance your customer base.
As soon as a purchase is made, you can ask customers to leave a review or rate your product. However, you must provide high-quality products and services to get five-star ratings and positive reviews.
Points to remember:
- Request for a review via Amazon feedback tools
- Respond to customer queries and feedback proactively
- Provide special offers, discounts, or coupons
- Regularly monitor existing reviews
- Do not provide wrong product information
- Fix product issues (if any)
- Provide seamless customer support and experience
Bonus Amazon Listing Optimization Strategies
Besides the six optimization techniques and strategies, Amazon listing specialists suggest a few more practices for sellers to gain exceptional outcomes.
- Optimize product price: Set competitive product prices via computer price monitoring.
- Optimize product URL: Include keywords in the URL
- Create a single product page: Don’t create separate pages for different product sizes or colors. Use product variations instead.
- Optimize customer service and support: Provide seamless and prompt customer support.
- Abide by Amazon’s rules and regulations: Optimize product listings as per Amazon’s guidelines to stay relevant.
Get Started With Amazon Product Listing Optimization
Optimizing your product listings is just a part of building a strong brand presence on Amazon. However, the optimization techniques discussed in the article should help you kickstart your journey towards higher rankings, sales, conversions, and customer base.
Since competition is stiff than ever and there’s no shortcut, you must wait for the results, once you have optimized your listings. Also, keep updating your store with the changing trends and regulations for better outcomes.
