Amazon Product Page Optimization
The products in the Amazon Warehouse and the first product listings have been made! Soon you’ll be hearing those cha-ching sounds as your products move from the warehouse around the world. And best of all - as an entrepreneur, you don’t have to get out of your chair! With a cigar in hand, and dollar signs in your eyes, you get your first Amazon sales report, and to your surprise, you see that there are no sales! This shouldn’t even be possible! Millions of potential customers worldwide, and your business is in the red due to inventory costs. So what can you do?
No matter how stunning your product is, it won’t sell on Amazon if the optimization isn’t done correctly. You will get more visibility by optimizing your product listing on Amazon. You’ll get more sales by optimizing the product listing. Your product title may be a bit off, the images may not meet requirements, and the product description focuses on secondary features of the product. We’ll walk you through how to optimize your Amazon product listing in this article, including how to get your product in front of customers who are likely to end up buying it.
The Customer vs The Algorithm
Before we discuss Amazon optimization, it’s important to know how the Amazon’s A9 algorithm works. Amazon A9 is the name of Amazon’s search engine. You can think of it sort of like Google, but instead, it brings up the most relevant search result. A9 shows the product the user is most likely to buy. That is when the user is looking for a product.
An Amazon user may not see the most relevant product match to their search, but the one they are most likely to buy. However, the customer’s opinion is more important than the algorithm. Therefore any optimization should be done with the customer in mind first and foremost, with the algorithm being secondary. The more you sell on Amazon, the more money you make for Amazon as well, and if you do well, Amazon’s algorithm will push you up to the top of the search results.
Amazon is trusted around the world. Everyone knows that their returns process and customer service works if something goes wrong. That’s why Amazon users don’t hesitate to make purchasing decisions quickly. Unfortunately, often the pace is so fast that the user doesn’t bother to look beyond the product title once they have already decided that the product is not right for them. This is why it is crucial to make a good first impression. If their first impression is good, then the next 30 seconds are important. The customer looks at the product title, customer reviews, price, and images and decides to purchase the product. We’ve listed instructions below to convince both the customer and Amazon A9.
Amazon product titles are extremely long compared to any other e-commerce product titles. Product titles can be up to 200 characters long! Here is a good example of a keyword-rich product title:
”Intex 57135NP Dinosaur Water Play Center, Paddling Pool with Moveable Arch Water Spray. Perfect Activity Centre for Outdoor Summer Fun! – Multicolor”
The product title describes the best features of the product in addition to just having the name of the product and model number. If you write product titles for your own products on Amazon, don’t be shy, but highlight the primary features that customers consider important in the product title. It is also important to remember to write the words in uppercase and separate phrases with a dash (-) or vertical line (|).
The Amazon product title could be more accurate and better than the [running shoes] “Ultra Light Sneakers for Women | Nike Floral Pattern Easy to Wash | Running Hiking Trekking”. So be sure to highlight the key features of the product in the product title.
The product page has five “bullet points” that summarise the main features of the product. This is your place to sell your product. Don’t just talk about the product’s features, but also think about what customers could do with your product and the emotions the product evokes. The Dinosaur Paddling Pool’s bullet points are listed below:
- Your kids and their friends will have a unforgettable day outdoors with this Dinosaur themed Water Play Centre
- Slide and splash into the paddling pool! Just in time for summer and new Jurassic World movie!
- The Dino Arch is moveable and it has a water spray that kids will love that attaches to the garden hose for easy use
- The play centre comes with Dino Hoops and Volcanic Ball Roller games
- Water slide has a landing mat for extra padding. Drain plug in pool floor
Strong emotive words like ‘unforgettable’ and ‘love’ are used in the text. The description also refers to children’s satisfaction and happiness in many ways, which is sure to work on parents who need relief on hot days for their little ones. The keywords used in the product title will also appear in the bullet points, and no details will be left out.
No wonder the wading pool was the most purchased toy on Amazon last summer. The keywords are prevalent in both the bullet points and in the product title, but the texts are still very customer-oriented.
Amazon users are likely to be close to making a purchasing decision if they read your product description. The product title and bullet points have already described the most important features of your product to the customer. So you can focus on your company’s story, and secondary product features instead. However, be sure to use the same keywords to keep the whole product page consistent. You can talk more about the warranties and returns process in the product description. If the product is defective, you would need to refund the customer’s money in any case, so this is a good point to remind the customer of this. You can also encourage the customer to buy the product! The product description is right at the bottom of the product page, and to get the customer to come back to the top to click the ‘Buy Now’ button, it is good to remind customers about it as well.
Search words and keywords have already been mentioned a few times in this article. They help the customer find the product they are looking for. There are two types of keywords: primary and hidden. Primary keywords tend to be located in the product title and bullet points, but hidden keywords refer to the primary keywords and may not appear on the product page — for example, the hidden keyword LOTR used in the Lord of the Rings props.
Finding good search and keywords requires a bit of research. If you sell running shoes, you can type ‘sneakers’ in the Amazon search box and see what the search engine suggests. The proposed results are the kinds of goods that
Amazon users are most likely to buy. You should research your competitors’ products and read what keywords their products contain. There are several different tools for keyword searching, such as Google Ads Keywords Planner (free), MerchantWords and SEMRush.
Amazon has strict requirements regarding images, and images under your company brand may not be approved. However, it’s important to follow Amazon’s requirements to get the best ranking on Amazon.
The first image must be a reduced image of the product on a white background. Other images have fewer restrictions; for example, an image of how the product is used is good to add. Product images must be of good quality in order to zoom in. You can also add graphics to your images, for example, to show the best features of the product, as not all Amazon users read the bullet points. Videos are also popular.
Just a few extra titbits
If you already have done the steps above, you can start tinkering with product packages, also known as 'bundles'. It is a little like getting additional sales - these are products a customer would probably buy if the customer was aware of them. For example, a pump is definitely needed to fill the wading pool. The customer could be very disappointed when the product arrived and can’t use it because there’s no pump. Customer feedback also has a significant impact on future sales, so it’s worth investing in product quality and accurate descriptions, so the customer always feels like they are getting what they ordered.
Some final words of advice
If selling on Amazon were easy, everyone would do it. However, these guidelines will get you started with Amazon optimization, and your product may even end up first in the search results. However, there is a need to work on optimization continuously as the algorithm is continuously being developed over time. If you have any questions or are having trouble, i.e. having trouble finding keywords, please click here to contact us now! We would be very happy to help you.