12 tips for optimising your Amazon product listings
While great Amazon content is fundamental to helping your products rank, excellent content is pivotal for driving conversions – the metric that feeds the Amazon beast.
In this blog we’ve busted some myths around Amazon SEO, and uncovered some bad advice you may have received about what makes a good Amazon product page.
Here are 12 tips for optimising your Amazon product listings.
TIP 1 – KEY TERMS NOT KEYWORDS
If a customer starts their journey looking broadly for a ‘travel speaker’ then it’s likely they will start to narrow their selection by searching for a ‘travel speaker with bluetooth’ and then perhaps a ‘pink travel speaker with bluetooth’. They won’t care at this point whether the speaker has a ‘carry handle made of leather’ or that it’s ‘great for garden parties’. If those keywords are in your bullets or product description, you’re covered. You don’t need to cram them into your titles too.
TIP 2 – KEYWORDS IN TITLES
Keywords are only useful in the Amazon product title if they will help customers determine whether to click on your product or another. If you’re stuffing product specs into your title to boost your product rankings, you will confuse and frustrate customers who may already be overwhelmed by the plethora of choice on Amazon. Amazon SEO favours keywords in the title, but if they don’t result in customers clicking and buying, you won’t feature in the rankings anyway.
TIP 3 – ACCURACY IN TITLES
Make your product titles as accurate as possible. This means leaving out specifications and product features that won’t be impulsively searched for by customers. In the example below, Amazon’s own best selling USB hub uses the least amount of characters to precisely describe the product, whereas Anker’s 214 character title for an iPhone charger is overkill.
TIP 3 – TITLE LEGIBILITY
If you’re optimising your titles to include misspellings or every possible use case for your product, you’re probably not achieving rankings, and you’re going to annoy customers. Amazon is riddled with titles that read like a babbling toddler. The third example above illustrates this beautifully.
Tip 4 – TITLES ON MOBILE
For most product categories, Amazon recommends keeping product titles to less than 100 characters. For some, even less. The reason for this is mobile. A quick product search on your mobile or the Amazon app will reveal only the first 60 or so characters of your product title. Hence, if you want to compete on platforms where roughly 60% of searches occur, then edit, edit and edit your titles once more until they’re as accurate as possible.
TIP 5 – THE MAGIC NUMBER OF IMAGES
Not using all of the spaces Amazon allows for product imagery is like walking to work in the rain when you have a dedicated parking bay – it doesn’t make any sense! This is prime real-estate – the Notting Hill of your product page. Having 3-6 product images can improve conversion. But showing 6 angles of a white sheet of paper isn’t helpful to the customer.
TIP 6 – SHOWING SCALE IN IMAGES
Key to selling online is being able to visually describe your product as accurately as possible. For the majority of categories, showing the scale of products in real-life is important. For products in fashion, decor, furniture, luggage, baby and other categories, scale is vital.
TIP 7 – SHOWING PRODUCTS IN USE
Use images to visually highlight the USP’s of your product, and show the product in use for customers who don’t like to read. In the example below, fitness brand Y7 Concept have cleverly provided the customer with added value and inspiration right there on their product listing. Winning the customer over by showing a brand that’s passionate and helpful could mean a sale or – fingers crossed – a nice little review as well.
TIP 8 – IMAGES ON MOBILE
Having a main image with your product on a white background is required for listing on Amazon. Amazon recommends that your product is as big as possible within this space – this is so users can see the product in a good amount of detail even on small devices.
TIP 9 – BULLET POINTS
Use all of the 5 bullet points Amazon provides to list your products main features. Include vital selling points that will distinguish your product from others, and give customers the important info they need at a glance – tech specs, compatible products, pack contents, dimensions, colours, accessories and similar.
TIP 10 – PRODUCT DESCRIPTION
On desktop your product description is fairly far down the product listing page, but on mobile it’s at the top, above bullet points. Use this space to fully describe your product, and include your key selling points again, with use cases. Use short sentences and tell customers why your brand and products are superior.
TIP 11 – KEYWORDS
Amazon SEO differs from Google SEO in that it simply looks for the presence of relevant keywords throughout your listing; rather than considering the ratio and location of exact keywords and how they’re strung together. Consider carefully the keywords you wish to target and dot them throughout your page in order of priority – your most valuable keyword or two should go in the title, other exact keywords in your bullets and description, and supporting keywords listed in the keyword section in your inventory.
TIP 12 – A+ CONTENT
‘Adding more content may increase your sales by an average of 8.6% due to search engine relevance and customer purchase confidence’ – Amazon Marketing Services. A+ content is free, and so are Brand Stores (for registered brands). It would be foolish to turn down free marketing real estate. Doing enhanced content well allows you to take advantage of Headline Search Ads and propel your sales.