Ultimate guide on how to optimise your Amazon Store and product listings for mobile in 2020.
80% of shoppers are using a mobile phone to browse your products and 62% of shoppers have purchased something on their mobile in the last 6 months. If you don’t have a mobile-first strategy, you will lose sales, it’s as simple as that. In the competitive Amazon ecosystem, brands can’t afford to lose out on this traffic source because you’re leaving your brand vulnerable to competitors that are thinking mobile-first.
In this guide, we will discuss best practices for mobile optimisation. This information has been gathered by our Amazon SEO experts who have identified the most important areas brands need to focus on for mobile optimisation.
How do I optimise my Amazon store for mobile?
Amazon Store images and videos
When building your Store, some of the tiles allow the option to upload a different image that appears on mobile only. This tells us that Amazon is starting to help brands better optimise for mobile as they understand the importance of keeping that mobile shopper engaged. Brands can also add videos on stores. Videos are a great way to engage the shopper and tell a story. However, make sure you choose videos that are relevant, informative, nice to watch and short. You risk losing the interest of the shopper if your video is too long. We find videos around 15 seconds work well to keep the shopper engaged!
How do I optimise my Amazon listing for mobile?
One of the best ways a brand, new or established, can increase conversions is by ensuring your listings are optimised for mobile.
For mobile, there are 4 key parts of your Amazon listing to optimise:
- Product title
- Product description
- Bullet points
- Product images
A good rule of thumb is to follow a template similar to this: brand name + product type + key feature or benefit – variant (size / quantity / pack size / colour).
Mobile-Ready Hero Images
The main product image is probably the most important thing to consider when managing your Amazon listing on mobile.
The top 3 things shoppers look for in an Amazon listing:
- Brand – The name of the company
- Variant Type – What specific product it is
- Size – How much of the product there is
Images can help mobile shoppers quickly identify a product that suits them – this is especially crucial for FMCG and repeat-purchase categories. The primary image portrayed on Amazon’s search results should clearly show these 3 things to make mobile shopping more efficient for the consumer. This may also avoid missing out on any possible sales caused by the consumer scrolling past your listing as it wasn’t clear.
What makes a good mobile-ready hero image?
The pack shot should be stripped back to a simpler design so it isn’t cluttered with unneeded or illegible information. Anything unimportant should be taken out, and the three core factors should be enlarged for better legibility on a small screen. It must evidently show the brand, type of product and item variant as well as any extra information that might specify the exact product being sold.
When viewed at 16mm size on mobile and held at arms length away (75cm) a shopper with good vision should be able to determine all key elements from the digital pack.
Amazon’s image restrictions & regulations claim that “Images must accurately represent the product and show only the product that’s for sale”. Mobile-ready hero images in actuality bend this rule as they have been altered to make them more efficient for consumers. It is to the seller’s discretion then whether they decide to change their hero image as Amazon may decide to reject it. Those with Brand Registry may file a claim to prevent this from happening though. Amazon does not have any information on optimising for mobile at this time.
As a more general rule for mobile shoppers, ensure your product is as big as possible, taking up 80% or more of the image size. Show the product out of the box, at a flattering angle that depicts it accurately, without logos or people or accessories on the main image. Scale and box contents, warranties and packaging can be shown on subsequent images.
How is your brand converting on mobile?
If you aren’t happy with your click-through rates and conversion numbers on mobile, you need to have a look at what your customer is seeing when they browse on their smartphones. Mobile optimisation isn’t necessarily complicated, but it requires a good eye for design and someone who understands UX, layout and navigation, as well as a bit of wordsmith-ery.
As always, the team at Molzi is here to help. We have SEO and design experts who understand how to strengthen your homepage, A+ content, brand stores and product listings from start to finish. From understanding buyer personas and purchasing habits to design and SEO, our Amazon content and account managers can take your brand to the next level. Whether you have an existing homepage that needs a refresh, or want to launch A+ content, get in touch with our team today and let us know what you need help with. If you’re already selling on Amazon we will perform a brief audit to determine how we can help support your Amazon sales strategy in any Amazon marketplace. shopper