How to Optimise Your Amazon Listing for Mobile: Tools & Techniques

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Brand Content
  • DATE: 26/09/2023

2 out of 3 customers are searching for your products and checking out your listings from their mobiles. But are you seeing the respective conversions?

Hands up, who’s reading this from their mobile or smartphone device? Chances are you raised your hand. And you’re not the only one. In fact, according to Statista, 95.3% of the world’s population accessed the internet via mobile in the first quarter of 2023.

 

Source: Statista, Share of users worldwide accessing the internet in 1st quarter 2023, by device

 

So what does this have to do with Amazon? The following doughnut charts represent the traffic share on Amazon by device in August 2023 for both UK and USA markets respectively.

As you can see, an average of two-thirds of the traffic is coming in from mobile. In other words, 2 out of 3 customers are searching for your products and checking out your listings from their mobiles.

In this article, we’ll cover why you need to be optimising your Amazon listings for mobile as well as provide you with the best practices your brand can adopt, and share tips on how you can improve your click-through rate (CTR), conversions, and visibility.

The importance of mobile-optimised Amazon listings

First, we want to clarify, this article isn’t here to tell you to go full steam ahead with mobile optimisation and ignore everything else. This is one mistake to avoid. Desktop is a key element in any brand’s selling strategy and you should continue to optimise your product listings for this viewing experience.

However, thanks to our smartphones, online access is as easy as putting our hands in our pockets. And when there’s an entire world of eCommerce right at our fingertips, there’s an opportunity for brands to make sales.

Now, as a brand, it is your duty to cater to this audience; and what this ever-growing audience is craving is no-nonsense, interactive, and easily digestible content. For sellers, this means your product listings need to be straight to the point, engaging, and easy to understand.

Tip: Statistics have shown that mobile-optimised listings on Amazon have higher CTR and conversion rates compared to non-optimised listings. This optimisation leads to increased visibility resulting in better sales and a more competitive product listing.

 

Best practices for mobile Amazon listing optimisation

So how do you make your listings sparkle on mobile? Let’s dive right into it.

 

Product images

Images on mobile differ from desktop. It’s here your hero image truly becomes your listing’s hero. Because we humans are visual creatures, listings on mobile have imagery as the centerpiece in order to draw customers in. This is your opportunity to make a great first impression. Brands need to shine right from the get-go, and a larger image of your product will achieve such a result – ideally 80% of your image canvas. After all, having to squint to see your product won’t do you any favours!

Tip: A mobile image differs in dimension as it caters to the aspect ratio of the device screen. Standard desktop imagery is square or 1:1, whereas on mobile your images can be rectangular with a ratio of either 2:3 or 4:5

Brands should also utilise the rest of their listing images to highlight key points about what the product does, feature their branding aesthetic, and showcase how the product will benefit the customer.

 

 

But isn’t that what the rest of the listing is for?

Yes. But.

On mobile your listing is a thumb swipe away from losing your customer’s attention. From the customer’s perspective, why would they go to all the effort of reading paragraphs of text when they can get the same wealth of knowledge necessary to make a purchase, just from looking through the images?

And as a brand, if you’re not making the buyer’s experience easier and your competition is, you are giving your competitors the upper hand and ultimately the sale.

Which leads us to…

 

Titles, Descriptions, and Bullets

On the Amazon SERP (search engine results page – the products that are displayed after you’ve typed in what you’re looking for) your title is where you tell the buyer who you are, what your product is, and what it does. These are your most important keywords.

Title character limit is the same for both desktop and mobile devices: 200. On desktop, the first 100 characters will appear on the SERP, with the remaining 100 showing once your listing has been clicked on. Sadly for mobile, the SERP only displays approximately 70 characters.

 

 

However, this encourages brands to consider readability over keyword density when crafting their titles. The Amazon algorithm factors in keyword stuffing, which is when your listing contains too many keywords and can negatively impact your listing quality score.

With this in mind, to optimise your listing for mobile consider your strongest keywords and check your readability so your title comes across professionally. Aim to include your brand, product, main keyword and sizing within the first 80 characters of your title. Any remaining words will still be indexed but won’t be visible.

Tip: Create click-worthy titles by applying the rules laid out by the Amazon ToS.

The positioning of ‌bullet points and product descriptions differ between mobile and desktop. On desktop the top 5 bullets are viewable, whereas on ‌mobile you see up to 3 before having to [see more product details].

To combat this, rank your bullet points so that the top 3 are the most valuable to your product. This will keep them visible on your product listing without the customer having to tap for more details.

As this optimisation is for mobile, keep your bullets short and sweet.

 

 

When it comes to the product description, the desktop view separates this from the rest of the text-based content as it is found in the lower half of the listing. For mobile though the description is shown higher up, pairing it with the bullet points, and the layout regards this section with importance. Superior copywriting shines for brands on mobile, where this section grabs more attention. In contrast, its placement on desktop often leads users to gloss over it.

 

A+ Content

If you’re brand registered you should be applying A+ content to your listings. If you’re fortunate to be eligible for Premium A+, we advise applying those modules to your content ASAP. Like, as soon as you’ve finished reading this article.

When it comes to optimising A+ for mobile, there aren’t currently dedicated A+ content modules only designed for mobile use. But that doesn’t mean there isn’t a way around this obstacle.

Crafting A+ content that seamlessly adapts to both desktop and mobile is essential. Embrace clear images and bold, legible fonts over text-laden modules. This ensures your A+ tiles maintain their quality, whatever the screen size they appear on.

Furthermore, choosing the image-focused Premium A+ modules is an astute move. They will let you present ample product information without overwhelming the space and offer better engagement opportunities over standard A+

Tip: Remember, the goal of A+ is to improve your listing and increase your conversions, so even though it’s not suited for mobile at this time, brands should not ignore this feature when applying mobile optimisation.

 

 

Tools for mobile Amazon listing optimisation

You don’t have to wing it. There’s a plethora of tools and resources available to sellers and brands that can help in producing mobile optimised content. We’ve already touched upon A+ content that’s featured in Seller Central. You will also have access to the Store Builder which is a tool that helps sellers create and manage their online brand stores. This offers flexibility by giving you the option to add or change tiles depending on the mobile or desktop version.

There’s also A/B testing, which is also known as a split test. Running such experiments to see which image, design, or piece of content an audience prefers before publishing it is a fantastic way to create the best-looking product listing possible. Playing with several variables like colour, text size, which image is better, to name a few, can help brands ‌cut the chaff and create a more favorable listing that will produce the most amount of conversions.

Don’t forget, the best way to see if your mobile-optimised listing is actually optimised, is to go check it out on a mobile device yourself! Sometimes the answers are right in front of you and checking to see what the front-end looks like is a quick win or a quick fix. We trust you have the Amazon app already downloaded on your phone.
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Case studies of successful Amazon listings optimised for mobile

Some great examples of mobile-optimised Amazon listings come from our own clients. You can check them out on your mobile device.

Looking at listings’ hero images, the products fit perfectly on the screen. The aspect ratio is optimised for mobile viewing, utilising a 2:3 ratio, and the images are clear and prominent. The titles have the correct amount of characters to clearly identify who this product is from, what it is.

Once inside the listings the images showcase the features of the products. All infographics are readable and teach the viewer with ease and clarity. Scrolling down the listing, the A+ content is optimised for the portrait view of mobile, and all information portrayed here is easy to read and understand. Utilising HD images enhances product visibility, and close-up photography elevates the buying experience for consumers.

 

Future trends in mobile optimisation

With a forecasted 1 Billion 5G connections worldwide by 2025 the world has never been so connected. Access to online, eCommerce, and Amazon is getting faster and more readily accessible. Given that there are more mobile devices on the planet than there are people, it’s no wonder M-Commerce is blowing up.

So where does it go from here?

These are a few of our speculations.

  • Mobile-First Design: As mobile emerges as the leading medium, Amazon may emphasise mobile-centric designs for product listings by ensuring content is fine-tuned for compact screens and touch interactions.
  • Accelerated Mobile Pages (AMP): Elevate its mobile performance with AMP, an open-source HTML framework designed for rapid-loading and mobile-optimised web pages, bolstering search rankings and enriching the user experience.
  • Video Content: Integrate and showcase premium product videos prominently in product listings to amplify clarity and boost engagement.
  • Augmented Reality (AR): Transform the shopping journey with AR capabilities, allowing users to virtually try on outfits, or visualise products in their living spaces.
  • Mobile SEO: Stay on top of Amazon’s mobile SEO algorithms and optimise your listings for better mobile search rankings.

 

Our thoughts

Mobile optimisation should take a front seat in every brand’s strategy. Devices become more powerful and connectivity is more widespread with each passing year. As a result, we lean into the convenience our mobile phones provide us. After all, it’s easy to pull out your phone and begin shopping while you’re sat on the bus.

The world is moving fast, and it’s essential to move with it. Slow down a smidge and your competition will soar right by you. In eCommerce, people demand information and they demand it now. It’s not just about how accessible the content is, it’s also about how quick and easy the content is to consume. What that means is there’s no room for fluff. Just cut to the chase. And Amazon is far from the exception.

Need our help?

Are you worried you’re not optimised for mobile yet? Want to know what else you can do to protect your brand from the coming wave? We are here to help, just give us a call or send us a text and we’ll be happy to help you out.

 

Who are we?

This is Unicorn is an Amazon full service marketing agency. Brands come to us to help them launch and/or grow their business on Amazon.

This is Unicorn work with some of the most innovative and recognisable brands. We create their strategy, develop their marketplaces, support their growth, work with their vendors and manage their spend.

We have frequently been referred to by those who work with us and know us best as an extension of their own team. And we love it!

 

 

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