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Amazon Listing Optimization
6 Practical Ways to Optimize Your Amazon Product Listing
Use this clear and easy guide to create the best optimized listings for your Amazon products. A must-read ahead of the 2020 holiday season!
Amazon is focused on buyer experience because happy buyers spend more money. That's why your listings need to meet exact requirements in order to be successful. To help, we have compiled the quick list of important qualities of your product listing so you can make it right from the start.

Here is your practical guide on how to optimize your Amazon product listings plus some tools to help along the way.

1. Keywords

Focusing on the right keywords is the foundation of your product listing success. Getting keywords right will help you rank higher and gain more visibility for your customers. To discover good keywords for your product, simply do a search on Amazon and the suggested results will reveal everything you need. Another helpful (and free!) way to uncover keywords to use in the listing and ads is to spy on your competitors. This technique may even let you climb over them in search results.

2. Product Titles

Another important thing of your Amazon listing is the title. In very limited characters you need to optimize the way your customers will find your product. Constructing a solid product title is a combination of best practices and common sense.

You only have 200 characters in which to jam-pack all the important information a potential buyer might need to make a shopping decision about your product. Use objective, informative keywords to build your title.

The new Amazon requirements explicitly ask that sellers avoid using promotional, salesy, or suggestive marketing content in the titles. And while fitting a lot of information is made easier by using special characters, avoid using the ampersand (&).

Luckily, Amazon does provide title formulas for certain categories like homewares, electronics, and more. There are some without formulas though, so here is a pretty standard example:

Brand Name + Product Type Model + Important Identifying Specs (e.g Size)

Do not use all-caps but do capitalize every word. Use keywords sparingly and make your titles informative, not salesy.

Start your Amazon product listing optimization today! Book a free consultation to create unique and engaging visual elements for your listing!
3. Photos and video

Amazon allows you to use up to 9 images including a lead image. Those 9 images means 9 chances to sell more!

One thing to keep in mind is that your main product photo should be on a white background and take up 85% of the frame. Additional shots of the product should show closeups and different angles. People want to see all of the curves and edges of what's being offered, they want to get as close to the real thing through the screen as they can get.

Make sure your images are at least 1000px in height or width so that the zoom function will be enabled. This means your product images have to be detailed and high quality.

Don't forget to include what is called "hero images." These are the images that help visualize using the product and include infographics, guarantees, packaging, and people using the product. Adding graphic overlays is a great way to do this.

Amazon also give you the opportunity to add videos. Videos are great for showing off your product in action. If you've got a quality video, don't hesitate in adding it in.

4. Bullet Points

Amazon gives you five bullet points where you can highlight product features and benefits to potential buyers. This is a huge opportunity for you since these are the first product details the customer will see after the title.

Make them count Use the space wisely to differentiate yourself and give the buyer peace of mind so that they know your product is the right one for them. To do this, focus on the applications and benefits of the product. If there are any differentiating features, here is a great place to show them off. Consider use cases and the pain points that will give life to your product.

A good way to structure these bullet points is by using CAPITAL LETTERS to begin and give each point a prominent header. Use the rest of the space to highlight differentiating features and benefits. Focus on applications of the product andkeep it product-oriented so the potential customers understand what they are buying.

5. Right Categories

Picking the right product categories will help people find your product easier. Plus, Amazon's algorithm will work to your benefit by recommending your items to the interested buyers. To find the right categories for your product, you can use reverse engineering. Here's how:

Do in-depth category research on Amazon, thensearch for your products and look at suggested items. At the next step, search for competitor products to see where they are located. Use the findings to choose the best categories for your products.

6. Descriptions

Although descriptions don't affect ranking, they bring more visibility. Here you have a whole 2,000 characters to focus on telling the story behind your product.

This space gives you an opportunity to tell the who, what and why behind your brand and product while squeezing in the keywords you want indexed. A well-written description along with a call to action can have a positive effect on conversions.

Keep descriptions short and concise. Always lead with the key features and benefits to the consumer, then move on to the product.
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