Optimize products to increase profitability
Over the course of your Amazon experience, you may have noticed how the best products always appear first.
While some of these products tend to have many reviews, others are confined to the fourth or fifth page, have few reviews, and poorly written descriptions.
As a result of the A9 algorithm highlighting products optimized for specific parameters, some products appear on the first page and receive more visibility, which results in more sales and profits.
Here’s the question so many sellers ask themselves when selling on Amazon: how can my products appear on the first page?
How to improve visibility, findability, SEO score, exit, and conversion rate?
Digitalization and e-commerce are all about optimizing and implementing data-driven strategies to improve the bottom line.
The digital environment is highly challenging. Amazon is well-known to be very competitive, and competitors seem to never sleep.
Behind any high-performing product, there is a continuous and thorough effort to optimize every aspect of the sales process, shipment process, and SEO visibility.
Before you sell and ship any package, your store needs to be visible when it matters.
Keywords and traffic
During the upload of a product through vendor or seller central, you need to categorize and describe each item as required.
Products categorization helps the A9 algorithm suggest the best solutions to customers.
But keywords are the real bridge between your store and clients. Just like they are on Google.
For your Amazon product listing optimization to be good, you have to match the same or similar keywords that people type in the search bar. It is called text-match relevancy.
Why should you spend time and resources doing the Amazon product listing optimization?
Based on research about the top 10 eCommerce companies for 2021, Amazon is still the number one platform.
But there are many competitors in the game, and everyone needs to be on page 1.
The buyer’s journey
The eCommerce giant is the starting point for over 40% of the consumers since at least 2015.
This percentage increased to over 70% in 2021.
But how does the average consumer make a purchase?
This is the average buying process on Amazon, step by step:
- Visitors type what they need in the search bar
- They look as far as the third page
- They read a title and click on it
- They enter the product listing and look at the photos
- They read the bullet points
- They check the reviews
- They read the description or the A+
- End of the evaluation phase
- At this point, they may have already put the product in their cart
What does a customer do if the product listing is not optimized?
He has to buy a product sight unseen, without any guarantee from the seller.
Doing this would be giving up to luck because only the biggest brands in the world (and sometimes not even them) sell without an optimized listing.
What is the Amazon product listing optimization?
Let’s say you have done the keyword research.
With a good set of keywords, proceed to the second step: crafting the product page.
Also known as PDP, Product Detail Page, an Amazon listing is like a storefront window where you highlight a product and its possible variations in color, size, dimensions, and more.
In a PDP you have to highlight the product as you would display it in a store: clearly and excitingly.
When you upload your item through seller or vendor central, you enter all the details to make it Retail Ready so that you can reach, engage, convert, and retain customers.
To make an ASIN Retail-Ready, you need to optimize:
- Bullet Points
By optimizing these elements of your listing, you should undoubtedly notice a net improvement in your unit session percentage rate (conversion rate).
As mentioned, keywords are fundamental to start the ASIN optimization process and necessary for any advertising activity.
You will use your most important search terms for the title, but also bullet points and A+, while the less important keywords, the ones that are not profitable to use in the text of the listing, go into the backend section to further help the algorithm process your ASINs.
During the upload, you also have to add more info such as name, bar code, manufacturer, units for each package, size, SKU, country of origin, and more details that you should be able to find easily.
As a first step, create a good title and don’t change it too often.
How to write an Amazon listing title
When optimizing a product title, you want to use the most profitable keywords.
Why? Because is the first thing people see when they type what they need in the search bar.
A title has to be as concise as possible and include brand, product name, various specifications such as product power, size, material, colors, and more features.
Note: many sellers create long titles with as many keywords as possible, hoping that Amazon’s algorithm will appreciate.
As far as we know, the platform doesn’t promote keyword-stuffed titles, but clear-cut titles that convert.
Brand, product name, and other features such as product power, size, material, colors can be included, with a 200 character limit.
Keep it short, if you like it, but not less than 80 characters.
When writing a title, make sure it makes the point immediately.
To begin, follow these tips:
- Brand goes first
- Product name goes right after
- Do not include spelled numbers
- Use capital letters for each term
- Specify metrics like inches, feet, pound, and package quantity to avoid confusion
- Specify colors, materials, and other essential features
The title is important to get traffic, and since it is the first point of contact, it is precious to persuade your next customers.
A good title helps with traffic. A good listing keeps a high session percentage and a low exit rate.
A great Amazon product listing optimization improves your bottom line.
How to write persuasive Amazon product bullet points
What bullet points are?
They are short descriptive texts related to specific aspects. With bullet points, you can sell the features and benefits of your product.
Bullet points are important to increase sales and convert the initial interest, so you want them optimized as soon as your product goes online.
There are five bullet points allowed for sellers and ten for vendors.
Are you wondering about the character limit?
250 for each bullet point. You can stay under 150.
What are the rules to create the bullet points?
- List major benefits
- Be concise
- Avoid a promotional tone
- Focus on benefits
- Be clear
- Write for the public
- Think twice before using icons and HTML editing
While you can break some of these rules, it seems that there is no huge benefit in doing so.
In some cases, you may receive, or hear about, a Violation of Listing Policy notice.
This type of notice, accompanied by details, may not be consistent with what you see on other listings.
Not all categories are the same.
In some products, you can add capitalized words in bullet points.
However, Amazon may request their removal according to internal style guidelines.
According to the Seller Central policies for writing listings, sellers can use Capital Letters only for the beginning of each word. They can’t use all Capital Letters throughout the attribute.
It applies for Product Title, Bullet Points, and/or Product Description.”
Consumers love to read the bullet points simply because are short and concise.
BPs save your customers time by offering a good first impression, are easier to read than a description, and are a customer retention tool to create repeat buyers.
How to write a product description
Here you are. Free to write everything your product can do.
The description is the section where you can go wild and amaze your visitors and help them recognize your brand immediately.
You have 2.000 characters to use to show how beautiful, helpful, and good your item is, listing all the key benefits.
When someone looks for something to buy, generally read the benefits because benefits give a better idea.
To use Amazon’s words, be concise, honest, and friendly.
Write as you would talk to a customer in a physical store to avoid any cold tone of voice.
Text-match relevancy is very important.
Do your best to implement the most appropriate keyword strategy to your description.
One of the most common techniques is to use Amazon’s description to expand on the information included in bullet points.
But that’s not enough, as you can list all the uses, contexts of use, problems it solves, and improvements the product is capable of making.
- Email addresses
- Promotional tone
- Promises your product can’t deliver
If your brand is registered on Amazon, you can set a short description, leaving all the space to the A+.
Unleash your marketing copywriting skills and create the ultimate A+ content to make the most out of this cool feature.
A+ and Premium A+ content
The A+ and Premium A+ are features offered to professional sellers and vendors who own a registered brand.
The A+ content, known as Basic, is a good alternative to the classic item description, where brands can emphasize the unique characteristics of their products.
Premium A+, known as A++ or just Premium, is a better alternative to add many different modules with video, carousel, larger images, and interactive experiences.
Use A+ and Premium A+ content to:
- Provide more information and lower the return rate
- Gain more credibility and trust from consumers
- Provide customers with clear information and brand story
- Use comparison charts
- Answer common questions
- Add additional images and videos
Note: if you are eligible to get Premium A+ content, the service has a price, which is not that much considering the features it offers.
Quick note: when entering content for A+, you may run into a retail contribution error.
At least, in theory, this error means that someone else who owns that product has already entered A+ content, and you are not allowed to do the same.
If you are the only manufacturer of that product, contact the seller, vendor, or brand registry support.
Note that A+ is free while Premium A+ is expensive and an invite-only feature.
How to create effective A+ content
Using infographics design to create top-notch content is a very effective technique.
The use of images and text to convey information about the benefits provides a more persuasive visual effect than many bullet points, as well as a stronger ability to stick in the memory of customers who are still in the research stage.
With the infographic design technique, you combine text and images to convert interest by answering common questions in different ways.
How to start your A+ content optimization?
Click on Advertising and then A+ content manager from your seller or vendor central.
Select Basic A+ content to use up to 5 modules for the customization.
Once done, use the Brand Story to add your unique touch to the listing page.
Brand Story is an additional module that helps sellers and vendors say more about a brand and its mission to offer a slightly different experience than the classic A+ (former EBC)
It is possible to customize this section with many cards and assets to propose a product differently and use a storytelling mode that customers will notice.
Choose how many modules you want to appear on the listing and the most appropriate from the 16 available.
Put together something original, fresh, that will make your product shine.
Is the Amazon A+ content indexed?
Well, no one knows for sure.
Whether Amazon indexes the A+ content or not, use the right keywords to offer a clear description of your products to the public.
Overall, according to a recent study conducted by the Ecommerce leader, A+ content can offer an increased conversion rate of up to 5%.
Listing pictures requirement
Photos added to product listings should always be top-notch.
Think about when you buy products online.
After reading the title, or before, you view the photos.
Listings with poor-quality photos that don’t zoom at the details can’t convert as much as they should.
There are some standards to adhere to and others that are better to follow to provide your customers with a detail-rich shopping experience that is the envy of in-store purchases.
Here are the mandatory requirements for product listing pictures:
- Image pixel 1,000 or larger
- sRGB and CMYK color mode
- The main image has a white background (RGB 255, 255, 255)
- High quality and high-resolution photos
And here are some useful tips for your product pictures:
- Use professional photos
- Add graphics when appropriate
- Take a close-up photo of the most important features
- Add environments, contexts, and backgrounds
- Don’t add confusing additional objects
- Use photos where the product fills more than 85% of the total frame
- Don’t use offensive words
- Use a 360° technique to enhance details
- Pictures must show what customers will receive
- Use JPEG format
How many pictures can you add to a product listing?
You can upload 9 photos to your product listing.
High-resolution pictures are important for products with many details.
Our tip is to take photos of your products from different angles focusing on light and reflections.
Use 3D rendered images for an impressive graphic result.
If you have variations, use custom pictures for each child ASIN. It is essential to show availability in different sizes, shapes, and colors.
Now it’s time to start the Amazon product listing optimization for your catalog.
Upload new items, check your best sellers’ performance and optimize accordingly.
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