When you’ve made all the right moves, like identifying a consumer need, finding a reliable supplier, and creating an Amazon listing, it can be frustrating when the sales don’t come pouring in as you had hoped.
The fact is, you could have the greatest product in the world but if people can’t find it, they can’t buy it.
The key to being a strong seller on Amazon is to create an optimized product listing. While the inner
workings of Amazon’s search algorithm remain a bit of a mystery, there are some steps you can take
that will make your listing more likely to show up in a customer search.
Here are 6 tips that can improve your listing, increase your sales, and boost your chances for a page one:
1) Streamline Your Title
How exactly you write your title will depend on the product and its listing category but one thing is true
across the board- the more details you can give, the better. Amazon listing titles don’t need to be
attention grabbing or pretty, but they do need to be informative enough to tell the customer exactly what they are looking at. The basic title writing formula looks like this: Brand + Model Number + Model Name + Product type, color. Most major sellers on Amazon follow this formula but pack in as many keywords as they possibly can. These keywords increase the chances that customers can find your listing, potentially increasing your conversion rates and boosting your ranking. But remember, don’t just throw keywords in there at random. The title still has to be legible and clear to the customer.
2) Focus Bullet Points and Product Description
The bullet points in your listing sit close to your product images and above your product description. This means, aside from your title, this is one of the first things people browsing your listing will see. Use these bullet points to list product features, like materials used, and be sure to mention any benefits of these features. Your first point should be the most significant one, working your way down to less critical attributes. This space is a great way to work more keywords into your listing while keeping things brief and digestible. Write in fragments and avoid mentioning sales and promotions in this section.
3) Don’t Forget the Backend
Even though the backend information in your listing is not visible to buyers, it is important for improving your Amazon ranking. By optimizing your information in Seller Central, you can use additional keywords that will increase organic rankings. This space is best used to input long-tail keywords that you were unable to use in the visible part of your listing.
4) Cover Every Angle
Amazon has a list of technical requirements for any uploaded images as well as a list of site-wide
standards. This list includes mandatory requirements for quality, clarity, and appropriateness. While
meeting these standards will guarantee that your image is uploaded, it may not be enough to appeal to a potential buyer.
Try to make sure you have more than one image of your product. Five to six images should be plenty.
Make sure customers are able to see the product from all angles and can see it in use (if possible).
Seeing your product in use can be powerful for a buyer.
5) List Your Product on Amazon Prime
In 2016, Amazon earned $4.6 billion in revenues from “retail subscription services” and nearly all of this revenue came from Amazon Prime. When you don’t make your items available on Prime, you run the risk of being filtered out of searches by Prime users. With guaranteed quick delivery without extra shipping fees, Amazon Prime just makes sense to buyers, and as a seller, this can work to your advantage. Listing your products as eligible for Amazon Prime will increase your visibility which puts you in a position to sell more products. If you don’t have a warehouse to work from, you can use Fulfillment by Amazon (FBA). Basically, you will ship your products to an Amazon Fulfillment Center for storage. When purchased, Amazon will pull, package, and ship your item. They will also handle tracking information and any returns. If you have a warehouse and are able to turn the orders around quickly and meet Amazon’s requirements, you can use Seller-Fulfilled Prime. Seller-Fulfilled Prime is less expensive for sellers than FBA.
6) Pay Attention to Customer Reviews
From a buyer’s perspective, one of the best things about Amazon is convenient access to customer
reviews. As a seller, it is important that you pay close attention to what your previous customers are
saying. These reviews highlight your strengths and weaknesses to other buyers and potential customers.
It is not a crisis to get a bad review once in a while. Things happen. But if you want more positive reviews and an improved Amazon ranking, you need to address any negatives that may pop up. As a seller, you cannot simply delete negative reviews. The best thing you can do in his case is reach out to the customer and try to make things right. Once you’ve done this, you can ask the customer to remove or amend their review. If the customer refuses your offer, you can publicly respond to the review so that any potential buyers know the exact steps you took to try and remedy the situation. Responding in this way shows buyers that their business is important and helps them feel more confident purchasing products from you.
Remember, Amazon Isn’t Your Average Search Engine
Google rankings, for example, are based on click-through rates (CTR) and time spent on a page, so
search engine optimization is focused on these factors. Amazon is not a search engine in the same way, it is a platform for buyers. To this end, Amazon rankings are based on conversions. Whenever you are writing or optimizing an Amazon listing, always do so with conversions in mind.
The more you sell, the better your ranking.