There are many aspects that contribute to a product listing on Amazon that converts, but one of the key factors is product listing optimization. We discussed how to create killer content and how to optimize your product listing on Amazon in previous blog posts, but with the platform’s ever-changing A9 algorithm and updating of guidelines, we thought it was time for a refresh.
At This is Unicorn, when brands sign up to our Amazon content package, we always like to drive home the point that there is a balance to strike. Your brand’s product listings must be optimized in line with Amazon’s algorithm but at the same time, provide a seamless user experience for the consumer and convey your brand’s identity.
Even if you’re selling the perfect, high-demand product, an optimized Amazon product listing and strong brand presence are key to making your brand sparkle on Amazon, driving organic sales, and taking your business to the next level.
In part one of this blog, we’ll discuss how to grow your sales with fully optimized, high ranking product listings. We’ll cover the basics of optimizing your Amazon product listing, from titles to A+ content. Part two will look at some of the wider features Amazon offers to brands such as stores, video, Amazon posts and the influencer program.
Select the right keywords
Just like Google SEO, keywords are equally as important for Amazon’s algorithm. If Amazon believes your product is relevant to a customer’s keyword search, it’s more likely to appear in search results. It’s not about just stuffing your listing with keywords you think are relevant, extensive keyword research must be conducted. All of your product listings should contain the relevant keywords in both the listing copy, woven naturally into the text, as well as in the back end.
Construct a solid title
The product title is one of the first things the user sees when they come across a product listing so, it’s all about relevancy. Product listing titles should contain the minimal information needed to identify the item and nothing more. We recommend the following layout: Brand – Product Name (with KWs) – Colour – Size/Quantity.
Create engaging bullet points
Bullet points have a prime location on the Amazon listing, being the first full source of information the customer can read. Your product listing’s bullet points should highlight the unique selling points (USPs) of a product, using engaging and descriptive language that is clear and effective. They should address a consumer’s queries while also remaining a selling point, highlighting the benefits and features of the product.
Get creative with design
Product listing images should be the first place you showcase your brand and product’s identity with clear, informative and attractive images. The main image must show only the product for sale on a white background, and the product should fill at least 85% of the image frame. Additional images (6-8) should show the product in use or in a relevant environment, with different angles and features. Ensure you use images to help explain your product to those who won’t take the time to read your product description.
A+ Content is a feature available to brands that is like a digital, visual brochure promoting the benefits and key features of your product in an appealing way. This is the perfect place to really solidify that brand identity and create consumer trust.
We want to make Amazon work for you, not the other way around. We take your brand’s vision and ideas, and we help make it happen. All while optimising it for Amazon by adhering to the guidelines and optimising with Unicorn’s best practice. If you’re not sure where to start, take a look at Amazon’s guidelines here to ensure any changes you make won’t put your listing at risk of suppression.
If you don’t have the internal resources available to create and produce your product listing content for Amazon, let us help you! Or, if you need some guidance on Amazon guidelines, we know how confusing it can be, get in touch.