Do you want your Amazon listing to stand out in the Amazon marketplace? That could be easier said than done. With over 600 million products sold on Amazon, making your Amazon product listing stand out can be quite challenging. However, that should not stop you from optimizing your product listing to make sure it ends up on the first page of Amazon’s SERP (Search Engine Results Pages).
In this article, we will highlight the key elements to create an effective Amazon product listing.
Key Elements of an Effective Amazon Product Listing
- Find top keywords
Use keyword research tools such as Helium or Jungle Scout to find relevant keywords. Use both short-tail and long-tail keywords for variety and to target search terms that customers normally use. You can also use Amazon’s search box for popular long-tail keywords.
- Create an Optimized Product Title
You have 10 to 20 seconds to catch a reader’s attention so make sure that your product title is concise but with complete details. Amazon allows 200 characters so use up all of the real estate for your product title. When creating your product title, you should also factor the following details:
- The product quantity
- Product size
- Important product features
- Who the product is for
Here is the Amazon recommended format when writing your product title:
[Brand] + [Sub-Brand] + [Model Number] + [Size] + [Product Description] + [Defining Features]
Example: ABC Brand Sunny Series De Luxe High Powered Vacuum Cleaner, Large Wet and Dry Vacuum Cleaner, Household and Car Cleaner with HEPA Filter and Swivel Steering, Powerful Pickup for Dust and Pet Hair
Check out this article for Amazon’s complete Product Title Requirements.
- Create Optimized Product Bullets
You can write up to 5 bullet points with 1000 characters in total. Make sure you compose concise bullet points using the top keywords that you have harvested. When writing your bullet points, make sure to address these questions from the customers viewpoint’:
- Why do I need this product?
- What are the top key features that are beneficial?
- What problems does this product solve?
For complete guidelines, please read Amazon’s Product Detail Page Rules.
- Avoid Duplicating Product Pages
When you have created the framework for your product title and bullets and you have variations of a product, it is best to create a variation rather than separate product pages. However, make sure that you use variety in the keywords. Amazon indexes text that describes each product so this will make it easier for customers to find your products and avoid confusion in duplicate product listings.
- Optimized Product Description
A product description allows you to create detailed specifications in 2000 characters. Use plain text and avoid HTML codes. Utilize relevant keywords that you haven’t used in the product title and bullets.
If you are brand registered on Amazon, it would be best to use the A+ content (formerly Enhanced Brand Content) to highlight the uses and features of your product. Brand registered sellers also have the privilege of utilizing the Brand Story content and Premium A+ Content. Amazon A+ content allows you to use lifestyle images and additional text details to support the key features on the bullet points. You can also showcase more product features and benefits through additional images depending on your layout. Once you meet the requirements for Premium A+ content, you can also add videos and interactive content.
When creating A+ content, use the harvested relevant keywords on the ALT Text portion of the images. Make sure you also have crawlable text with relevant keywords for more indexing opportunities.
- Use High Quality Main Images
Your Amazon main image is the first thing that customers will see on the Amazon product listing page. You are allowed to post 6 images plus 1 video. The main image should be on white background and fill up 85% of the space. Use high quality images that showcase the uses and top features of your products. Make sure that you also adhere to Amazon’s Product Image Requirements.
- Find Optimized Search Terms
Amazon allows you to further optimize your listing using backend search terms. The A9 Algorithm lets you use specific keywords related to your listings for higher search visibility. These backend keywords are hidden from searches but indexes your listing to drive conversion. Use an Amazon byte counter to use 250 bytes worth of keywords, with no punctuations. You may include misspellings and variations of the keywords. No need for stop words and use either singular or plural forms – no need for both.
You can enter the backend keywords on the Keywords tab when you click on Edit on the specific product detail:
In some listings, Search terms are also indicated as Generic search terms.
- Competitive Product Prize
A competitive price means that you are not selling too cheap or too expensive. Most customers opt for cheaper products. However, looking for higher priced items means that they look for higher quality. When calculating for product price, consider your shipping and logistics costs to ensure that you still have profits. If you are a reseller, make sure that you adhere to the MAP policy that your selling partner enforced. Keep track of your product ranking or BSR as well to help you price your items competitively.
Amazon is still the biggest online marketplace all over the world. With over 9.7 million Amazon sellers globally, and 1.9 million active Amazon sellers, competition is very high indeed. That is why having an optimized Amazon product listing is your ticket to higher conversions. It would be best to optimize your product listings quarterly to ensure that your products stay on the first page of Amazon’s search results.
Need help optimizing your product pages or selling your inventory? Contact us and we’d be glad to help you out!
“Amazon is a great platform for sellers who are willing to put in the work. If you’re willing to learn the ropes and optimize your listings, you can be successful on Amazon. But it’s not a get-rich-quick scheme. It takes time and effort to build a successful Amazon business.”– Nicole Miller, founder of The Selling Family