Optimize Your Amazon Product Listing: A Practical Guide
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If you’re an Amazon FBA Private Label (PL) seller, you will likely need to create an optimized product listing. Why? Because optimized product listing helps to boost your sales and product ranking.

Through this post, we will explore some of the effective ways to optimize your product listings.

Amazon’s product listing isn’t a compendium of relevant sections on your Amazon store. They are:

  • Product title
  • Product Image
  • Amazon Bullet Points
  • Product Description
  • Amazon Backend Keywords
  • Customer Reviews and Questions & Answers
  • Questions & Answers on Amazon
  • Let′s Optimize Your Product Listing!

Each section is equally important and helps lead the buyer through a process of making a sale. Now, drill deep each section one by one:

Product Title

The title length of 250 characters is allowed in most of the categories. The title should provide as much information as a customer required to proceed further. You should include the most crucial information — the information that a customer is searching for, such as brand, size, color, model, quantity, etc.

Use your primary keywords and brand name in the title.

Amazon Title: the Fundamentals

Title requirements vary concerning categories, but the basic requirements are any title are as under:

– Spell each measure words such as ounce, pound, feet (write 2 feet, instead 3’)

– Use numerals in place of spelling while writing numbers (write 3, not three)

– Capitalize the first letter of each word

– Don’t forget to list size and color if the product is a “Child” ASIN variation.

Why Optimized Titles is important?

Here is the answer:

– It would be compatible with Amazon A9 that will display your product to the right customer. The compatibility with Amazon A9 will ultimately increase your sales.

– It provides sufficient yet concise product information to the customer.

Here’s an excellent example of a product title for wireless headphones.

Writing the best product title is an art. To facilitate sellers, Amazon provides the Amazon Services Quick Style Guide as a blueprint for listing optimization. The guide is a jumping-off point to layout the useful course of action for writing the best Amazon product title.

Reason: product in different categories follow different title format.

My secret formula to writing compelling product title:

Be super cautious about following:

– Restraining subjective descriptions such as “Hot seller” or “best ever product”,

– Never take the risk to add promotional or pricing details such as “Sale”, “Free Shipping”, “one get, one free.”

– All CAPS is an awful idea

– Don’t forget to capitalize the conjunctions (and, but, for and so on) or prepositions of four letters or fewer.

These are the good-to-go recommendations. You may observe many listings eschew these rules for tempting the product listing, but Amazon will not let them do it.

Product Image

With every passing day, the number of Amazon sellers is increasing. It means competition is fierce. As a seller, you have to work in multiple areas to stay in the competition. Product images play an essential role in your Amazon business. The central question is how you can optimize your product images. Here is the bundle of pro-tips.

Keep Reading.

The appropriate size for product images is 2000 by 2000 pixels with an aspect ratio of 1:1. With these dimensions, Amazon allows zoom capabilities of 5:1 aspect ratio. The image must be JPEC with 100% compression. Amazon allows you to upload six images to display as part of each product listing.

Primary Amazon Product Image Optimization

Your product’s main image is your first impression. And the first impression is always important. The main image will show in search results that mean it is a decisive factor for the customer to click on your listing or your competitor’s listing.

What would I suggest is:

White Background is a must-do thing

Ensure the white background of your main image. Reason: the white background will restrain the reader from distracting from the product and making your product look sharper and cleaner.

Show your product as bigger as possible. For instance, you are selling a stainless steel grater. Your product should be pictured from the front, or center and crop closer.

Remember: your primary image isn’t the in-use photo that is why; it has to show customers exactly what they’re getting. You should add in-use photos for your additional photos.

No matter what you offer, either pack of 2, or whatever, the primary product image must have a single product image.

Mind it: product image has to cover 85% of the photo to show off any finer packing with a product zoom feature.

Before photographing your product, I would suggest to browse your competitor’s listing and analyze. Take notes on what are the similarities and try to differentiate yours through using new product angle or focusing on some key features. Choose colors wisely to make your product more noticeable.

Amazon Photo Optimization – Product In-Use

Fixing the primary image is not the end of your job. The primary image only serves as a decisive factor whether to click or not. Once the customer clicks, now it is time to show him/her what your product can do.

The best way is to show your in-use photos. The rules for additional images are slightly different from the primary image.

You are allowed to use:

  • Backgrounds and environments
  • Text and graphics
  • Demonstration of product use

In a nutshell, the in-use or additional images should lead a story to persuade the customer how the product will fit into their lives. If you’re selling a stainless steel grater, Product’s in-use images must reflect how easy and safe it is to use, and how smooth it is to wash.

My secret formula to get high optimized Amazon Product Images

  • Use high quality, professional images that embed Unique seller proposition (USP).
  • Hire a professional photographer.
  • Show close-ups of the functionality of the product such as buttons, switches, if any.
  • Use different product angles (front, rear, extreme close-up’s)
  • Add dimension details to let the customer know the size, weights, and measurements of the product.
  • Drive a story of a product to show the product in action.

Amazon Bullet Points

Amazon bullet points highlight key product features. It is also called key product benefits. Bullet points appear below the title and the second thing customer looks into. The right use of bullet points will make your product listing more eye-catching, attractive and improve the visibility of items and increase conversion.

Create Compelling Content

I believe you have understood the general idea of Amazon Bullet points. Wondering what the secrets of making your bullet points in your favor are. Let’s sail through each mystery below. Amazon style guide provides general guidelines for writing bullet points.

Attract Customers with Words

Every seller wants to make the bullet point attractive as much as possible. For that, bullets often are stuffed with keywords that should be discouraged. Keyword stuffing reduces readability and reflects non-human content. Here are some of the general guidelines for writing eye-catching bullets with potential to index.

 Search Engine Optimization

Keyword research is the most crucial component of the listing creation process. The goal of keyword research is to find such keywords that increase the product’s discover-ability and enhance readability. The main keyword must be added in the title, and the rest is stuffed in the bullet points.

Seller uses multiple strategies for keyword research. The rule of thumb is to choose one strategy that works for you.

Skimming

Each bullet point should be concise, brief, and short. It is a matter of seconds to grab the customer; otherwise, you will lose the customer. I suggest adding short benefit-driven headings at the start of bullet points to grab immediate attention of the customer and compel him or her to stay awhile. It had better capitalize the headings and rest of the bullet in the lower cases. You should not capitalize the whole sentence that may adversely affect your impression due to lower readability.

Features or benefits

You, as a seller, should understand the approach of a customer for buying a product. This understanding helps you diverting for your benefits.

This is how?

When a customer starts searching for a product, he must have specific pain points for which he wants to find solutions. You should answer those pain points in the bullets.

Now the question is, how would you know the pain points of the customer?

You need to take little research. Just go to the listing of the same products and analyze its reviews and Q&As section. Here you will find what customer want from such products and what are they asking regarding this product.

Never mislead the customer 

Sellers often provide glittery information or hide some information to attract customers. The primary purpose is to generate sales, but it could be a terrific strategy.

Why?

Providing overloaded information or hiding some information may fall short of expectations of the customers. Disappointed customer may leave negative feedback.

My token of advice is:

Tell the truth to the customer about the product. Keep an eye on negative comments and try to resolve or remove it immediately.

Update the bullet point when required

Keep your bullets updated if you have made any change. Customer should have updated information about the product to get a clear and full idea. Bullet points are the ideal place to notify them about necessary changes.

Unique Seller Proposition

Bullet points are the first place to look at by the customer. Use it for your maximum benefits. The most important information that persuades customers for the call to action should be reflected, particularly in the last bullet point. Call to action may include offer bulk purchases, etc.

My secret formula to write compelling bullet points is:

  • Review your competitor’s or similar product listings to find out pain points.
  • Avoid keyword stuffing
  • Each bullet should have one or two main keywords
  • Bullets should be relevant instead of overloaded with words.
  • Bullets should complement the title and images.
  • Each bullet should follow the “benefit to features” approach.
  • Headings should be capitalized.
  • Each bullet must equal of below 200 bytes.
  • Avoid (.) full stop after bullet point.
  • Last bullet should be more aggressive than the rest.

Product Description 

The product description on your Amazon product listing is the third important section. Amazon’s A+ feature has replaced the product description. If you have not activated your A+ content, Amazon will allow you to write product description only. Otherwise, A+ content is upgraded feature of the product description and replace it. Yet, the product description section has enough room to add valuable information about your product. Amazon has indicated specific guidelines for writing product description. It allows sellers to include product care instructions, warranty information and other pertinent features that may be missed in the bullet points. Besides, it advised to avoid using seller name, email address or website URL, company-specific details or other products details and promotional words (“SALE”, “Free”). Learn about How To Create Amazon A+ Content From Scratch

Critical considerations for writing product descriptions: 

The customer has no concern about what features a product has. Instead, people are more interested in what your product can do for them. Your product description should be capable of answering what the customers get out of using your product and how it solves their problem. When your product description succeeds to convince the buyer how it helps them out, they get excited, and the more excited your customer is, the more likely they are to buy something.

Your product description must pack a punch. You have a few seconds to grab your customer attention, so avoid loaded descriptions. At first glance, the customer will scan the information, so make it short and embed essential information.

My secret formula to writing a buyer persona-based description

Persona-based description can balance the keywords you use and what’s relevant to different people. Buyer-personas help to target ‘right’ people and display the products at the right spots. This way increases the probability of buying.

See how it works!

Let’s say you’re a kitchen accessories seller, create personas for the people you sell to and define them as:

Home buyers who may live with toddlers or children and use kitchen accessories for home-use.

Commercial buyers who may run restaurant/hotel and need creative usage solutions.

As you get to know what each group searches for and what they need, you can find match keywords to each group.

For example, home buyers may search for kitchen racks. Your product descriptions for this group should include keyword like “kitchen brackets” or “movable kitchen shelf.” This strategy will denote the specific target group and enable the product showing this type of customer.

Through this strategy, your product is likely to rank higher and generate more sales.

Amazon Backend Keywords

As a seller, it is essential for you to understand what the Amazon backend keyword optimization is, how Amazon keyword indexing words, and what Amazon rules say about it.

What are Amazon Backend keywords?

The fundamental principle of Amazon A9 algorithm is relevancy. Products will show up only when the keywords in the listing matching with the search query of the customer enter. There are restrictions to add a certain amount of keywords in the listings. If you still want to optimize your listing more, Amazon Backend Keywords are the solution.

These are invisible, hidden search terms that can be added to a product listing for increasing its discoverability. The backend search fields play a crucial role in Amazon SEO mechanism. These keywords are not visible to the visitors but support Amazon Search algorithm to show relevant products to the right audience.

How do backend search terms help in Product listing optimization?

The Amazon seller central search terms is a good place to add relevant keywords but cannot get space in the title, bullet points, and product descriptions. These keywords provide extra information to the Amazon that potentially increases the discover-ability and readability of the product listing.

How to access the Search Terms in Amazon Seller Central Account?

  1.  log in to the Amazon Seller Central Account
  2.  click the ‘Inventory’ tab in the top header
  3. you will see the list of active products on Amazon, click on the ‘Edit’ on the extreme right. 
  4. go to the ‘Edit Product Info’ screen, and you will land into the ‘offer’ tab.
  5. click on the ‘Keywords’ tab. Find the ‘Search Terms’ section. 

 

My secret formula to optimize your listing’s backend optimization through Amazon Backend Search Terms

  • Stick to the prescribed keywords limits
  • Use a single space to separate keywords
  • Use popular abbreviation, if any.
  • Avoid repeating the keywords.
  • Add synonym versions of your keywords
  • Avoid irrelevantly, misspell, or misleading keywords.
  • Avoid the inclusion of a brand name or other identifiers.
  • Use singular or plural instead both.
  • Avoid temporary statements (new, sale, free, etc.)
  • Avoid claims (cheap, best, and so on)

Customer Reviews and Questions & Answers

Reviews are significant in driving your click-through rate (CTR). There are two parts to consider:

  • Amount of reviews
  • Review stars

 

Reviews give you an insight into your customer’s experience with your product. Amazon considers customer’s review ‘valuable’. Sellers use various strategies to have a handsome amount of reviews. Amazon also offers the Early Reviewer Program to legitimate reviewer seeking program. Whatever approach you are using to get reviews, make sure to stay within the review guidelines of Amazon.

Besides, rapid response review management system should be in place. You can communicate with customers through high-quality customer support services if they have not satisfied with the product. It will help you improve your brand reputation, build proactive customer service, and most importantly, it will persuade a customer to amend or remove the negative review.

Questions & Answers on Amazon

The potential customers who ask questions on the product page can easily be converted into a buyer. The customer often asks specific details of the product which they can’t find on the product page. You should answer the customer’s questions regularly so that every detail the customer is looking for is provided timely and accurately.

Through this way, the information on your product page improves. Besides, this portion will also tell you what information is missing in your storefront. You may also add those details in the bullets, description or even in the title.

Let’s Optimize Your Product Listing!

We will show you everything you need to know to create an optimized product listing.

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