No matter what you sell, Amazon offers your business some of the biggest opportunities you’ll ever find. Up until recently selling products from a small business to people and businesses across the world was simply not possible. Today Amazon connects buyers and sellers from countries across the globe.
Global markets do, however, present a challenge. Now your business must compete with organizations from across the world. How do you ensure that your listing gets noticed amongst the millions of others on Amazon?
There is a lot that you can do to get customers interested in your product. Pay attention to detail and your listing will climb the Amazon ranks. As traffic grows so too will your conversions and your profit.
Every aspect of your listing is important. You can only fully optimize it when you pay equal attention to all of them. An optimized listing equals improved sales performance, so it’s well worth the effort.
Take your listing to the next performance level by looking at each aspect according to our guidelines.
When you do your research, you will find keywords that you’ll want to include in your titles, bullets and product descriptions. As you write your content, focus on including as many of the different long-tail keywords as you can.
Amazon won’t penalize you for keyword density so you can incorporate as many high-ranking words as you like. Use keyword tools to help with the task. We use Helium 10 and ZonGuru , they offer different tools that combined will help you make the most of your research ensuring data accuracy. So, the guessing game is over.
Remember, the best way to maximize your listing is to ensure that your content contains only relevant keywords. These may include various versions of the keywords such as plurals and misspellings.
If you have keywords that you’d prefer not to have on your listing, you can add them to the back-end search terms so that they will still index. This means that though the buyers won’t see the words, you will still benefit from the traffic that uses them.
Shopping cart abandonment is a huge problem for online sellers. In fact, Statista puts that rate at 88.05% . Combine this with the reduced attention spans of online users and you realize that the amount of time that you have to engage your customer is fleeting.
Under these circumstances, crafting a clever title is all-important. You don’t have to add every possible keyword to it. Rather do your research and choose the most relevant words and phrases for your title.
Take account of Amazon’s requirements before you start to craft your title. You should include the following items in your title
With all these aspects in the title, the buyer can see straight away exactly what it is you’re offering. Start your title with the brand and then let the characteristics of your product follow.
We recommend that you place your main keywords/prominent brands titles and use a dash to break up titles so they’re visually appealing
When it comes to online shopping, top-quality imagery is vital. Upload unprofessional images onto your Amazon product listings at your peril.
Online buyers don’t get the same experience when they shop on Amazon as they may get on the high street. They can’t see all the details of the product. They don’t get to touch and feel the items so it’s difficult for them to visualize the product in their homes and lives. So, make sure that you make good use of the full number of image slots allotted.
You must use every opportunity you can to communicate as much information about your product as possible through your images. Your graphics must persuade the buyer that your product ticks all his boxes. The right quality images can convey to your customer all the benefits that they will derive from your product.
The specifics for your primary image have been set by Amazon. Consider the following for all secondary images:
Allocate your most relevant and convincing images to slots two to six. Now, they will appear as thumbnails along with the main image on the product detail page.
Test what your images look like on both a computer screen and a smartphone to ensure that they migrate well from one to the other.
If you’re not using video, you’re losing sales. Video allows your buyers to see exactly how your product works, offering them more of a showroom feel. Video could convince visitors to buy, particularly where you have a product with characteristics that aren’t evident from an image. Only a video can convey possible transformation capabilities, sound or movement.
Videos offer an ideal solution for showing your customers how your product works and what it can and can’t do.
Use video to provide you with a competitive advantage, to increase your sales and your profit.
Pro tips: If you use video ads, use text headlines. Don’t forget, many people play videos without sound. If you sell in foreign marketplaces, translate your videos into the local language or Amazon won’t display your video.
Now that you’ve attracted the visitor’s attention, you must make the sale. Your product description should give the buyer all the information they need to buy your product. It must complement the images and the video.
The product description is all-important. It must be engaging and relevant. It must answer all the buyers’ questions and convince them that they need your product.
When writing your description, keep in mind that it’s all about quality and not quantity. Buyers don’t want to read through a whole paragraph of text. They want all the crucial information, clearly and concisely presented.
Enhanced Brand Content (EBC) , or A+ content allows you to build bigger and better descriptions. Use it to tell the story of your brand and enhance your content. You can use A+ if you’re an approved brand owner on the Amazon Brand Registry.
This tool offers layout templates and gives you the option of adding banners, logos, enhanced images and text.
Many advertisers will cram as much information as possible into the images just because EBC allows them to add additional images and replace the description. This is not a good policy. Excess information in the description won’t show up well on mobile devices and may be hard to read. Amazon doesn’t index EBC either so that weighty description won’t get you any extra traffic.
No matter how engaging your content is, if your product isn’t competitively priced, your sales will suffer. Know the prices of competing products and keep yours relevant. Likewise, you can’t sell products that you don’t have in stock. Manage your inventory and prices to ensure that you max out your sales.
Do regular audits of your listings to keep them relevant. Customer reviews and questions can offer interesting insights into where your product listings fall short. Use competitor listings to find further insights and build on these for more engaging and informative listings.
Find aspects of the products that the customers mention in their reviews as reasons that they bought the products. Then use this information to point out the benefits of your product.
Use the questions to help you with information requirements for the descriptions and bullets on your Amazon listing. The questions can help you to pinpoint the aspects of your product that you should highlight in your listings.
All Amazon listings must appear in the language of the market in which they sell. So, don’t forget to regularly update your foreign listings too.
If you want to be taken seriously in European countries, you need to hire professionals to help you to localize your listings. Optimized listings on European markets need so much more than just translation. Localization of such listings ensures the use of local keywords and a cultural fit.
Using an automated translator will cost you in sales. Margin Business employs a team of professional translators from local markets. These professionals are also trained in optimizing listings for Amazon. They have the tools and techniques to ensure that your listings rank and convert to sales. This will enhance your profits and grow your brand.
Note that as of today (September 1st, 2021), though it isn’t official, Amazon sellers can upload separate pictures in each of the European marketplaces. This is a game-changer. Up to now, some sellers paid a fortune to use this feature through Amazon Selling Partner 360 . Use this tool to upload localised images, like those containing local language text in a specific country.
Here are the Country specific upload steps and requirements:
To celebrate this great news with our partner Ritmo, we will translate your photo’s captions and graphics to all EU languages free for one listing if you sign up for our listing translation/optimisation package. Contact us now and don’t forget to mention Ritmo to benefit from this special offer!
From €50,000 to €3 million in 24 hours to invest in inventory and in your online marketing campaigns.
Find out the steps to follow to position your products at the top of Amazon's catalog by Margin Business experts.
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