How do you optimise product listings on Amazon? What is an Amazon product listing?
Statistics have shown that over 60% of online consumers begin their search via Amazon. What’s the implication for e-commerce owners? It’s vital for sellers and vendors in the marketplace to be as close to the top as possible. Just like search engine optimisation, those who sell through Amazon need to consider optimisation of their product listings. Amazon SEO helps to improve where product listings appear on the results pages.
The best way to do this is by implementing an effective keyword strategy when listing your products on Amazon.
Before we look at exactly how to do Amazon product listings that will guarantee massive sales, let’s look at the definition of Amazon product listing and why it’s important.
What is an Amazon Product Listing?
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The product page for each of the items you sell on Amazon is what is called an Amazon product listing. It comprises all the information you enter when you list your products on Amazon. Details of an Amazon product listing are product title, images, description, price and the add-to-cart button.
Here are four (4) foolproof steps to help you optimise your Amazon product listings using keywords.
Step 1: Find Your Core Keywords
You need a basis to start from when it comes to keyword research. For SEO it is usually a category or topic, for your product, it is seed keywords related to the product itself.
For example: if your primary product is ‘gluten free, protein cereal’ then your seed keywords will be ‘gluten free cereal’, ‘gluten free breakfast’ ‘protein cereal’ and so on.
These keywords should broadly represent the product you’re wanting to sell. They should be brief but descriptive of your product. How to get your product to rank on Amazon is through the use of Amazon SEO.
Statistics show that in the third quarter of 2021, Amazon made nearly 50 billion dollars in revenue from online product sales. This was different from the 24 billion dollars they made from third-party seller services. For you to get a fraction of this revenue, it begins with having the best Amazon product listings.
The more optimised your keywords are, the more organic sales you will make and the higher your profit margin.
Once you have your Amazon product listings crafted with the best seed keywords, it’s time to boost it a step further by expanding your list.
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Step 2: Bulk Your List Out
There are a few ways to expand your seed list into a bigger list of keywords.
1. Competitor analysis: Take a look at the first few pages of products in your category and analyse the listings ranking in the top positions. This is where you will find more keyword inspiration. They are in those positions for a reason, find out what that reason is. You can also use a price monitoring tool to track what your competitors are doing.
2. Amazon predictive search results: Amazon tries to be as user-friendly as possible, meaning their search bar will try and finish the user’s search in order to get them to what they are looking for faster. You can use this to find some keywords by entering in one of your seed keywords and seeing what Amazon suggests you may be looking for.
3. Use an Amazon SEO and product optimisation tool: You can get a free or paid (preferably) tool that will give you broader keywords, questions and prepositions that are related to the seed terms in your listings. This is great for finding out what people are asking in relation to your product so you can aim to answer them with the product listing content. These tools also give the search volume and how competitive each keyword is, letting you know which ones are worth focusing on.
Now that you have figured out how best to come up with seed and bulk keywords that will improve your Amazon product listings, it’s time to implement them.
Step 3: Implement Your Keywords
Once you have your list of keywords it is time to implement them into your Amazon product listings. There are a few places you can do this.
- Product title: This should be your first priority when optimising your listing. You may have noticed on competitor titles are often keyword heavy, Amazon doesn’t seem to mind this so make sure to include all of the most important keywords in your product’s title.
- Product description: This is where you will have the most space to include keywords and variations of keywords in order to hit a broad spectrum of searches. Keep in mind that your listings are targeting real people, this means that the text needs to be balanced between optimised copy and consumer understanding.
- The backend: There is the Hidden or Search Terms area of your Seller Central backend which gives a 250 character space for keywords. It is important to not just repeat keywords featured in your title and description in this space.
Step 4: Monitor and Repeat
The most important thing to realise about keyword research is that it isn’t a one-off activity. In order for it to remain effective, it should be repeated fairly regularly to maintain a continuously high search ranking.
By doing so you’ll be able to spot any new, high-traffic search terms consumers are using as when they’re looking for products similar to yours and implement them within your product listings to capture this traffic.
Monitor your listings to check how they’re doing. Once you’ve made your initial improvements, wait a month to see how your listings are performing before making further changes.
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Optional: Get Help to Further Optimise Your Amazon Product Listings
It can be daunting at first to compete with the millions of sellers on Amazon (over 200k in the UK alone). Luckily there are Amazon Agencies that work with businesses that can get you off to a great start.
Are All Products Supported by the Subscribe with Amazon Program?
Products that are digital or cloud-based subscription services can be sold through the subscribe with Amazon program.
Final Word on How to Optimise Your Amazon Product Listings
To make Amazon’s search algorithm known as “A10 algorithm” work in your favour, your product on Amazon should be well-optimised. Getting to the top of Amazon listings requires that you optimise your product images for conversion, craft a compelling listing copy and title and drive quality traffic to your page from Google Search, Facebook, PPC, email marketing, etc.