Your comprehensive guide to Amazon product listing optimization
10-minute read
Product listing optimization is a foundational piece of the Amazon puzzle that many sellers overlook.
Not only can it help your products stand out from the competition, but it can also give your profit margins a much-needed boost.
So, what does it mean to optimise your listings, and how can you ensure your products not only survive but thrive?
In this article, we’ll dive deep into Amazon product listings and explore how each component can be tweaked to boost your conversion rates, click-through rates, and organic rankings.
What is listing optimisation?
Amazon listing optimisation is the process of crafting your product listings to attract new visitors to your product page and convert traffic into sales. It's about ensuring potential customers can easily find your product and persuading them to make a purchase once they've clicked.
This involves optimising Amazon SEO by strategically adding important keywords to your listing. It also involves optimising conversion rates by engaging with your target audience and addressing their needs.
For Amazon sellers, mastering listing optimisation is crucial. In a platform where thousands of products vie for attention, your listing needs to catch the eye and compel the buyer.
When done right, listing optimisation not only helps you stand out from the crowd & rank higher organically, but can increase your click-through rate (CTR) and conversion rate (CVR), resulting in more sales at higher margins.
How to optimise your Amazon listings?
Optimizing Amazon listings is like assembling a jigsaw puzzle. Each piece—whether the title, bullet points, or images—needs to fit perfectly to create a complete picture.
1 - Conduct keyword research
Amazon listing optimization & SEO is built on a solid foundation of comprehensive keyword research.
Keywords are the bridge connecting a customer’s search query to your product. Identifying the right ones is crucial for improving your product's visibility.
We recommend using Helium 10's 'Cerebro' tool to spy on your competitors...
Enter competing ASINs into the tool to see which keywords your competitors rank for. Analyse monthly search volume, search volume trends & keyword competition, and create a list of the most relevant keywords for your product.
Once you've gathered a robust list, prioritise them based on relevance, search volume and competition. Your primary keywords will be used in key areas like the title and bullet points, while secondary keywords can be sprinkled throughout the description and backend search terms.
2 - Optimise your title
Your product title should be informative and keyword-rich, providing essential product details whilst incorporating your top keyword phrases.
Amazon limits title length to 200 characters, so make every word count. Focus on clarity - your title should immediately summarise your product and its main benefits.
Try to maintain readability and avoid spammy keyword stuffing. But do keep in mind that product titles carry the most weight for Amazon SEO, so make sure to include your primary keywords!
Also bare in mind that Amazon truncate product titles to 50 characters on mobile devices, so ensure the critical product details are added upfront. This might include your brand name, product type, and your main keyword (with a standout feature/benefit if space allows).
Finally, remember to adhere to Amazon's formatting guidelines. Capitalise the first letter of each word (except for prepositions, conjunctions, and articles) and avoid using all caps or promotional phrases.
A well-crafted title not only improves search visibility but also sets the tone for the rest of your listing.
3 - Optimise your bullet points
Bullet points are your opportunity to expand on your product’s features and benefits.
They offer a scannable format that allows shoppers to quickly digest key information. Make sure each bullet point emphasises a unique selling proposition (USP) of your product. Start by identifying the most important aspects of your product—what sets it apart from the competition?
Adopt a customer-focused approach. Highlight how each feature addresses a specific need or solves a problem for your customer. Use action-oriented language to inspire confidence and encourage a purchase decision.
Keep your bullet points concise and focused, using clear and simple language. Make use of all 5 bullet points, and write roughly 250 characters per bullet. Incorporate your keywords naturally, ensuring they fit seamlessly into the text. Use important keywords that didn't make it into your title.
With the right approach, your bullet points can transform casual browsers into dedicated customers.
4 - Optimise your product description
For the sake of this article, let’s assume you're brand registered with Amazon and are making use of A+ Content. This feature swaps out the basic, text-only product description for customizable modules and eye-catching images, creating a more engaging experience for your customers (see below for more details).
So, if you're using A+ Content, what should you include in your product description?
Since this will go unseen and unread and be indexed by the Amazon A10 algorithm, why not throw in your keywords? It's good for your Amazon SEO strategy, and no one’s around to see it!
5 - Optimise your search terms
Amazon search terms, also known as backend keywords, are hidden from customers but play a crucial role in improving your listing's discoverability. These terms help Amazon's algorithm understand your product better and match it with relevant search queries.
Amazon provides a 250-character limit for search terms, so use it wisely. Separate each term with spaces, but avoid punctuation marks or repetitions.
To optimise your search terms, we recommend using Helium 10's Frankenstein tool. Use it to separate your keyword list into a set of single keywords and remove the duplicate words. If you have any remaining characters, add synonyms, alternative spellings, and abbreviations.
By strategically utilising search terms, you can enhance your product's visibility without compromising the customer-facing elements of your listing.
6 - Optimise your images
Amazon gallery images
When it comes to your listing, your product images are the real stars of the show.
Over 80% of purchase decisions are influenced by product imagery. So, no matter how beautifully you craft your sales copy, potential buyers will go elsewhere if your images aren’t top-quality.
Primary images
Primary images are the first thing customers see when browsing on Amazon.
They serve as the face of your product and play a critical role in attracting clicks.
Start by ensuring your primary image is clear, high-resolution, and accurately reflects the product. It should occupy at least 85% of the image frame and have a pure white background.
This image is the hero shot, providing a clear view of what the customer can expect. It should be visually appealing, clearly showcase the product, and accurately represent its features and benefits.
Use a high-quality product photo or image render that accurately represents the product's colour, texture, and shape.
Ensure the lighting is even and highlights the product's best features. Avoid excessive shadows or reflections that could obscure details.
Consider adding the following elements to your primary image to captivate your audience and increase CTR:
Add an image overlay of the main ingredient
Add a text overlay with your main keyword
Add your product packaging in the background (photoshop this to highlight your USP)
Add a model to humanise the image
Add included items & accessories
Add the country of origin
A/B test your primary images frequently to see what converts the most.
With a standout primary image, you can grab attention and entice customers to explore further.
Secondary images
Did you know that Amazon customers spend an average of just 15 seconds on a product page? They’re zipping through images in that short window to make quick purchasing decisions.
So, what does this mean for you? Secondary images are not just decorative—they can make or break your conversions!
Think about it. Secondary images let you showcase what makes your product special without overwhelming your customers with text. You can highlight unique features, offer extra info, and help customers connect with your product and your brand. Show different angles, use text to call out key features, and even demonstrate how your product works in action.
And don’t forget about lifestyle shots! They can show your product in real-life situations, letting customers envision how it fits into their lives. Throw in some icons, infographics, catchy taglines, logos, product comparisons, and reviews. This way, customers can grasp the essential details and benefits without wading through the bullet points.
When you leverage secondary images effectively, you’re not just selling your product; you’re providing a rich visual experience that enhances their intent to buy. So, get creative and make those images count!
7 - Optimise your A+ Content
A+ Content allows brand-registered sellers to create visually rich product descriptions. This feature provides an opportunity to go beyond the standard listing format and create a compelling narrative around your brand and product.
Leverage A+ Content to showcase your brand's story, values, and unique selling points. Use a combination of text and images to create an engaging and informative experience. Highlight key product features, benefits, and customer testimonials to build trust and credibility.
Experiment with different layouts and formats to find what works best for your audience. Consider including comparison charts and infographics to convey complex information clearly and concisely.
And if you really want to elevate your listing game, use A+ Premium Content. You can add video modules, carousels, and FAQ sections to create a more interactive experience. It’s all about helping customers connect with your product in a more engaging way.
Ultimately, creating high-quality A+ Content can help enhance the shopping experience by reinforcing your brand's identity and leaving a lasting impression on your customers.
In summary
Amazon listing optimisation is a multifaceted process that requires attention to detail, strategic thinking, and continuous improvement. By focusing on keywords, crafting compelling titles and bullet points, and creating visually appealing images, you can enhance your product's visibility and appeal to potential customers.
Remember, optimisation is an ongoing process that requires regular monitoring and adjustment. Stay informed about market trends, customer preferences, and Amazon's guidelines to ensure your listings remain competitive and effective.
Ready to take your Amazon listings to the next level? Get in touch with an Amazon expert.
Happy selling!
