This is a detailed article on how to optimize your Amazon listing.
In This Article
- Optimizing Your Title
- Optimizing Your Product Description
- Optimizing Your Listing Bullet Points
- Optimizing Your Product Images
- Optimizing The Seller Backend
Optimizing Your Title
In order to succeed on Amazon, you need to learn how to create a title that ranks you for your desired keywords, AND gets people to actually click on your product. It all starts with a proper title.
Your title is your prospective customers first exposure to your product, so if you’re not selling them here, you lose them forever. It’s essential to the success of your business that you are captivating, clear and concise with your Product title.
How to create a compelling product title that will rank your keywords, and that people will actually click:
Use EXACT keywords and phrases in your title
This means, if you’re trying to rank for the phrase "iPhone 6 cases” and “iPhone 6 protective case” you may want to have both variations in your title. Your best bet is to include each of the exact keyword phrases that you’re trying to rank for in the title. Having the keyword anywhere in the title is good, but the exact phrase is always best.
Improve your click through rate with a compelling title
Your prospective customer should NEED to click on your title, because that’s how compelling it’s going to be. The higher your click through rate, the higher your sales and rankings are going to be. Use benefits to create a compelling reason to click your product.
Here’s an example of a bad title:
- iPhone X case. Black. Lightweight.
Here’s a better one:
- THE #1 Rated iPhone X Case in the World. Matte Black Finish, and Incredibly Lightweight.
If you wanted to take it even further to try and rank for more “longtail” keywords, you could try this:
- THE #1 Rated Thin iPhone X Case in the World. Matte Black Finish. Best Slim Lightweight Case For iPhone X In Existence. Highly Protective Cases and Loved By All.
Here you can see that we targeted all of the following phrases:
- iPhone X case
- Case for iPhone X
- “case” and “cases”
Pro tip: Don’t be afraid to make your title extra long. You are allowed 200 characters in most cases, use them.
Some titles can get extremely long, and from an SEO perspective this is ok, even if it looks a little silly sometimes. Just don’t let it hurt your click-through rate.
Optimizing Your Product Description
While the description is not the first thing that your buyer reads, it’s where the sale is made much of the time. Your prospect is already intrigued, and investing the time to learn more about your product. If you can give them the more detailed information that they’re looking for in the description, and confirm that they are making the right choice with your product, you’re going to make the sale.
Creating your long form description
Use the exact search string in the 'long description' (the one further down the page)
Again, you’re going to target the EXACT keyword strings you want to rank for in your description. Work these in to the text in a natural way that a human being will understand.
Make sure your description is at least 1000 characters.
You have the space to make the sale, so why not use it? Amazon wants to see complete product information, and you’re ultimately going to rank better, and sell more if you use at least 1000 characters here.
Confirm that the buyer is in the right place.
Reiterate the primary benefits of your product. Address the prospect’s problem and present your product as the solution. Give clear product information including common uses, ingredients (if applicable), warranty information etc… Leave no stone unturned, make sure that your customer has all the information necessary to make a buying decision. The more thorough the better.
Use every longtail keyword possible.
You have a lot of space to use here, so take advantage of it. Include all of those little longtail keywords that you can think of.
Use basic HTML.
If you’re not a tech geek, don’t fret. This isn’t difficult. Using some basic tags can really add some shape and beauty to your listing. Using these tags allow you to structure your information more clearly. The default Amazon description makes it look like one big lump of text with no shape. These tags can allow you to add in bold text, italic text, and line breaks.
- <b>Bold Text</b>
- <i>Italicized Text</i>
- <em>Italicized Text</em>
- <br> Line Break
Pro tip: Address the most common objections in your description. Often the most frequently asked questions about your product are objections waiting to be answered. If you can clarify the top ten most common questions here, you’re going to make it a lot easier for confused buyers to move forward with the purchase.
Optimizing Your Listings Bullet points
To get your prospective buyers to purchase your product, you need to hook your buyers once they click on your title, and tell the Amazon algorithm that your listing is relevant and important.
It’s not enough that your potential customers see your product; you need to actually convince them that it’s the right choice, all while maximizing on page SEO in order to grow your rank.
The second step in on page optimization is writing your bullet points.
The bullets are the most visible and important text on your page aside from the title. Messing this up could result in your buyer’s turning elsewhere for their needs, so you’re going to want to make sure you get it right. You should aim to sell your product to the page viewer from your bullet points alone.
How to write bullets that stand out and get you more sales
Use all 5 of the bullet point areas, these are front and center on your product listing.
This may seem obvious, but take advantage of this space! Use all the possible bullet points to sell your product. What sets you apart from your competitors? What are the best features of your product? What is your unique selling proposition? These are just a few of the things you can use to fill in your bullets with compelling benefits to your customers.
Use capital letters for the first few “main” words of each bullet point.
In essence, these are your “headlines.” Amazon really limits how you can customize your listings, and using caps is one of the best methods we have available to make important points stand out. Caps help your customers get the benefits of your product by scanning, as many people won’t actually read all of the text. If the key benefits that your prospect is looking for are capitalized, they will immediately stand out to your buyer, and hook them in to reading more.
Repeat your keyword phrases in a natural way.
Try to work in the exact keyword phrases you are targeting in a natural way. You may already have these in the title, but that’s not enough. Using our previous example from yesterday, you should work in all the variations of the “iphone 6 case” as possible in a natural way (black, thin, slim, etc…).
Try and sell extra products on the 5th bullet point.
We generally recommend trying to give a bulk discount when possible in this bullet. People LOVE discounts, and it can be an easy way to double or triple your profit per sale with just a few words on the page. You can create discount codes for bulk purchases in the Amazon seller promotions manager.
Here is a an example:
- BEST IPHONE X CASE AVAILABLE – Our iPhone X cases are routinely voted #1 by users. Our focus on quality is 2nd to none.
- EXTREMELY LIGHTWEIGHT – We go above and beyond when it comes to material selection. We use state of the art lightweight materials to insure you barely even notice the case is there.
- SLIM, THIN & SEXY – We make the thinnest case for the iPhone X on the market. You won’t find a case that is more slim anywhere. Attractive matte black colored case.
- BUY 3 SAVE 25% - We love our customers and want them to love us too. If you buy 3 or more of our iPhone X cases you can immediately save 25% at checkout (no coupon necessary). Buy for a friend or loved one and save together.
Pro Tip: Study copywriting, to create a higher converting title and bullet points. Copywriting is the art of written persuasion. The better copy you have, the higher your conversion rate is going to be. Don’t be afraid to put in the time studying copywriting, it will benefit every aspect of your business.
Optimizing Your Product Images
You’ve all heard the expression “a picture is worth a thousand words,” yet some of you are still not taking full advantage of the photos in Amazon. Many people respond best to visuals, so you want to make sure you’re doing everything you can to sell your products from your pictures alone.
Not to mention that Amazon directly takes images into account for their ranking algorithm.
How to optimize your Amazon images
Use at least 6 images on your listing
Again, this seems obvious, but not everyone is doing it. Don’t waste the opportunity to prove your product’s worth in the photo section. Include images for as many of the available image slots as possible (you have up to 9 spots). Include different angles of your product, show it in use, or showcase the details with close ups. Amazon DOES rank products higher with more images.
Images should be at least 1000x1000 pixels
This is the minimum size necessary to allow the “zoom” on your pictures. This is one more way that your customer can get to know your product before purchasing. At the very least make sure that your “main” image is zoom capable, and you’ll give people even more reason to learn more about your product.
Quality Quality Quality
You must use attractive looking images. This is a must. If your product looks like junk less people will buy it. It will hurt your conversion rate, and your product won’t rank. Invest in high quality images, or fire up Photoshop to make some touchups (but don’t mislead with these images or Amazon will axe you).
Pro tip: If you think you don’t need 6 product images, you can use some of your images to build trust, such as guarantees, a "made in America” badge or other symbols of quality or loyalty. Technically it’s against the rules, but everyone does it.
Optimizing the Seller Backend
Don’t neglect the seller-backend of your product listing just because no one can see it. This is where you tell Amazon where your product belongs. Missing crucial information here could exclude you from targeted searches made by buyers ready to purchase.
Your product information
Include your search terms in the backend keyword area
Include the exact keyword string here. We sound like a broken record here, but it’s for a reason. Every keyword string that you expect to rank for needs to be present in every available space including the title, bullets, description and backend.
Provide accurate and complete product data
This means utilizing EVERY field available, including detailed specifications. While you may not think that a certain field is applicable to your product, you should fill it in anyways. This is because the omission of certain information could preclude you from a detailed search by a potential customer. The more info you give Amazon, the more eyes you can get in front of.
Backend Places For Information (Use every available spot that you can within reason):
- Search Terms
- Intended Use
- Target Audience
- Other Attributes
- Subject Matter
- Colors, Flavors, dimensions
- Safety warning
- Material etc.
- 'Platinum Keywords': These will almost certainly not matter to you, but you can fill it in anyway like everyone else does ☺
Pro tip: Now that your customers have found your product, learned about it, and decided it’s what they want, they need to see that other people like them have found it to be what they’re looking for.