If you are selling on Amazon, then it stands to reason that you want to sell as many products as you possibly can. Some people will sit back, relax, and hope the sales start to roll in. While they may get a few sales trickling in here and there, their product listings will never reach their full potential. If you want to make money on Amazon, then you need to look into Amazon listing optimization. Thankfully, it is a pretty easy (albeit ongoing) process.
Why optimization is important
There are a lot of people who are selling on Amazon. A great number of sellers promote the same products as you. This means that you need to be seen before your competitors in the search results. Amazon listing optimization is how we can accomplish a lot of this.
If you improve an Amazon listing (and we will give you a few ideas on how to do this soon), you will notice that sales start to increase. This may be because:
- You are found in more searches. Therefore, you are more likely to gain sales.
- You have secured the 'Buy Box' on the Amazon product detail page, which means you are the automatic seller 9/10.
- Your product descriptions and images are better. This means you will have done a better job of convincing people to buy from you.
Basically, Amazon listing optimization essentially boils down to getting your product found and convincing people to buy it once they have found it. High sales help to improve your optimization even more (Amazon loves products that sell well!)
If you are not optimizing your product pages, then sales will be kept to the absolute minimum. Therefore, it is important that you do a spot of optimization the second you list a product.
Remember: there are a lot of factors that influence where you are found in the searches and, ultimately, whether somebody purchases from you or not. In the following sections, we are going to talk about ways to improve an Amazon listing that you actually have a bit of control over. If you get this right, then we are positive that the other factors will start to fall into place and you do better than your competition.
Short guide on keyword optimization (SEO)
When it comes to how to improve your Amazon listing, keyword optimization is where you need to start. It is your keywords that will allow you to get found in Amazon searches. If you have ever done any SEO before (e.g. for helping your site get found on Google), then the process is very similar. Only we will be focusing more on your content. You won't need to be spending days and days building up backlinks. No external link is going to improve your Amazon listing ranking.
So, what are keywords? Well, they are the words that a potential buyer will be tapping into the search bar to find products that they want to buy. Amazon does a pretty good job of serving up only relevant products to searchers. You should probably take the time to get a feel for the way in which the Amazon search engine works. Tap in a couple of search terms and see the relevant results you get.
Before you can carry out keyword optimization, you will want to know what sort of keywords you want your products to rank for e.g. which ones you think will deliver the most benefit to your bottom line. Some people will use a keyword optimization tool for this. The keyword optimization tool can help to provide relevant keywords for a product listing. We suggest that you also browse through your competitors to see what they are ranking for. Do not be afraid to get a little bit more experimental with the keywords too. It may be easier to tap into a smaller niche than trying to get your products listed among the ”big boys.”
Generally speaking, you will want to try and narrow your keyword list down. This will ensure that you are more likely to be found by the people who want to buy your products. For example, look at the way this keyword evolves:
- "Dog Beds". This is a good keyword, but it is far too generic. It would be difficult to get found.
- "Red Dog Beds". Ideal for those who want a specific color of dog bed, and it can lead to increased sales. May still be too generic.
- "Red Dog Beds for Large Dogs". This is a fantastic keyword because it is highly specific. You can get even more specific than this, but this keyword is a great starting point.
You will probably be experimenting with your keywords over time, so at the start, you will just want to jot down a few ideas to get a feel for what you should be aiming for when you are learning how to improve your Amazon listing. Let's talk a little bit about how we can incorporate these keywords into our Amazon product detail page.
Your title needs to have keywords. It needs to show what your product is all about. Not only will it help you to get a boosted ranking in the Amazon search engine, but it can also attract people to click on your link. In the past, many people would “stuff”' keywords into their titles. Don't do this. This will actually work to your detriment nowadays. Instead, just try to make your title as descriptive of the product as you can. A keyword or two is good. They are needed but don't go over the top.
When you are listing your product on Amazon, there will be a small box to fill in for keywords. You can add five or six keywords here. Choose ones that are highly relevant to your product, because Amazon will take these into consideration when ranking you. It won't be the only factor that they use to rank you in their search system, but it will certainly be an important one. If you use a keyword optimization tool, you can get a better idea as to what your competitors are doing here. Don't forget to incorporate your own ideas from keyword research.
This is where the real fun happens when it comes to Amazon product page optimization. You will want to include keywords in your product description. Don't stuff keywords, just let people know what a product is about while at the same time ensuring that the content reads well. With your product descriptions, just scatter five or six keywords throughout the page. Make sure that you include headers and bullet points here. Not only will it help you to get ranked higher, but your buyers will be able to scan through the text a little bit easier.
Your product description is probably going to be the major factor for optimizing your product pages. This is because not only will it have a direct impact on your position in the searches, but it will also have an indirect impact by increasing sales which is ALSO tied to ranking in the searches.
Of course, you will always want to ensure that your products are listed in the correct category. This is important when it comes to Amazon product optimization.
In some categories, you may have a few additional sections to fill out on the product detail page. Make sure you do this because it will enable your listing to be found when the searcher filters results....which most of them are going to be doing!
A few words on content optimization
Many people that look into how to improve their listings on Amazon are not only trying to rank higher in the searches, but they also want to increase the number of sales they make when people land on their product pages. This is where content optimization comes into play. This can be split up into two categories: images and text.
Your product pages need to be full of quality images. Make sure that you have five or six photos (minimum), looking at the product from a variety of angles. Make sure these images are of a high resolution, and they look professionally shot e.g. use a photo tent to photograph the products. Do not stand there, holding a product up in front of the camera. That isn't professional at all.
Remember: in some situations, you can also add a video to your product listings, so if you can shoot a professional video then this may help.
The purpose of adding better images is to make it easier for a person to understand exactly what they are buying. No images or blurry images will translate to no sales.
We talked a little bit about the text in the SEO section. However, bear in mind the text will go far beyond simply allowing you to rank higher in Amazon searches. Your product description will tell somebody what a product is about and, hopefully, convince them to buy it. At the same time, you are going to want to be weaving your keywords into the text to improve sales.
When you are optimizing your text, you will want to ensure that you give an overview of what a product offers. The benefits it brings to the table, as well as a little bullet point list that somebody can quickly browse through if they do not want to read everything on the page. Basically, think about what you would want to know if you were buying a similar product and include it on the product listing.
DO NOT just copy and paste product descriptions from your wholesaler. It doesn't allow you to stand out from the crowd, and it may actually harm you more than it helps.
If you can’t type fluently in English, then make sure you hire somebody that can. Let them write your product descriptions. Poorly written descriptions, even when they include all relevant information, generally translate to a lower number of sales.
Honestly, once you start to get into the swing of things, learning how to improve an Amazon listing isn't necessarily hard. In fact, a lot of people say that other than making sales, it is a 'fun' part of the process. It is because listing optimization really allows you to experiment and see the direct impact your hard work is having on sales. You will learn to love it anyway. Product optimization never stops. Even if you feel as if your product is selling 'well enough', you still have the opportunity to tinker with it and maybe squeeze a few more sales.