Amazon Listing Optimization: Sellers Guide for 2022
Each year, sales on Amazon constantly increase, leading to even fiercer competition in the market. The increasing number of auctions available on the platform makes sellers regularly review their offers to remain visible among the competitors. That’s why Amazon Listing Optimization is a key in ecommerce sales.
The popularity of the offer is mainly influenced by 3 factors, such as:
- Auction/listing visibility – consists of many conditions that must be met for the algorithm to advertise our offer.
- CTR – Click-Through Rate – this rate informs us how many people have clicked on our offer after it was shown on the page. You should remember this while creating an auction. You should address the valid customer group. If too many views of an auction do not result in clicks on an auction, it is not profitable for the algorithm to promote that auction.
- CR – Click Rate – this coefficient shows how many people who clicked on our auction bought a product. When there are fewer views and more purchases, the offer is more likely to be promoted directly by Amazon.
If you are selling on Amazon, you need to remember that your sales are the source of income for this platform. If we can create an auction that will generate considerable revenue, Amazon will also profit from it. The platform uses an algorithm that considers the 3 factors mentioned above to automatically find profitable sellers and promote them. These factors have even more detailed requirements to be fulfilled.
Requirements for Amazon Listings
The requirements are not specified directly in Amazon’s Terms and Conditions, which is why you need to pay special attention to the newly created auction and draw conclusions about what really influences the better position of our offer. In this article, you will find some tips that we developed based on our analyses and experience.
Creating titles is one of the most crucial steps in creating a listing because it is the first information the customer spots. The title is a short product description that should contain the most essential information according to the product category (such as size, material or function). The title should be readable by the customer. Many sellers try to use as many keywords as possible whilst not caring about the word order or its comprehensibility. This is a key in Amazon listing optimization and you should definitely pay attention to it.
The choice of proper keywords is not easy. It is not about finding the words that generate the most search results. It is about picking the accurate words centred on a particular group of people. It is the accuracy that is so crucial, not the number of words. We want to reach the customer looking for the products like ours. However, if the offer shows under different product categories, the probability of customers clicking on our auction is much smaller. It results in the deterioration of the CSR rate.
To select the keywords, it is worth using apps such as Helium or JungleScout. However, these are the paid options. You can also avoid additional costs and try to do your own research to find the right words to include in your listing. The easiest way is to check the competition and write down the most common keywords based on their offers. Having such observations, we can obtain a list of the most profitable words that promote the offers on the first pages. Moreover, you should also enter the main term for our product into the search bar and see what other words Amazon suggests.
Photos in amazon listing
They should meet some technical requirements, such as:
- Product in the main photo should be on a white background.
- Image size should reach 1500x1500px (at least 1000 pixels on the longest and 500 pixels on the shortest side).
- Product in the main photo should make up about 85% of the image.
- Photos should be of high quality, preferably taken in a studio with professional lighting.
Additional photos should primarily show the product from different angles. In addition, it is worth using them for a graphic description of a product. It is essential that the customer learns all the information contained in the product description by looking at the graphics. This allows using additional photos as infographics. Do not forget to use all possible 6 places to add pictures.
In addition, the correct names of the graphics also affect a better positioning of the offer, so it is worth including the most important keywords while saving the image.
The description should be brief and include the essential information about the product. Technically, the number of characters per Bullet Point equals 500, but the full utilisation of the volume will not improve the positioning. Bullet Points are about legibility, so searching for information in lengthy, detailed descriptions can only deter customers.
Therefore, it is safest to collect the relevant data and summarise it in 5 points without exceeding 1000 characters in total. You can also look at your competitors and the reviews left by their customers above all. By doing so, we can find out what are the customers’ expectations and what aspects draw their attention. Data collected in this way can make it easier to decide what to place in Bullet Points.
Description in amazon listing
Very important part of amazon listing optimization is description. Here, you can add a longer text with more detailed information about the product. If a customer decides to read the description, it means the Bullet Points were constructed well and were compelling. Such a person wants to learn more about the product before the possible purchase.
If your brand is registered, consider adding the graphical description via A+ Content. Although, note that if you decide to use this option, you shouldn’t refrain from adding the basic Description. The algorithm will still be able to position the offer based on the keywords it contains, which is not confirmed when we consider the graphical description.
The customer choice of the seller is often based on reviews. People trust the reviews, so it is necessary to take care of having good reviews. Even if customers are dissatisfied with the product and express their opinion in the review, nothing is lost. In this case, you should contact the customers directly and offer the exchange of the product, or a refund.
Thanks to that, the customers are satisfied with the customer service and finally willing to remove the bad review. Moreover, to avoid other negative reviews, it is sometimes enough to change the product description, as particular information could mislead customers. Eventually, the customers are dissatisfied with the purchase.
Apart from the good reviews, the number of these is also important. The more people decide to rate the product, the more convincing the offer is for the customer. To get a review of your new product quickly, you can benefit from the Vine program. It enables chosen testers to get a product for free in exchange for adding a review. Remember that the reviewers will not guarantee a good review if the product does not meet their expectations.
Listing optimization is a complex process, so you should not only focus on certain areas. This includes the constant monitoring of our auctions and their environment (i.e. changes in the auctions of our competitors or even changes on the platform). The marketplace is constantly evolving, and the growing number of sellers only increases the speed of change. The focus on the quality of listings is now far more crucial than the quantity.
As you can see Amazon Listing Optimization is not so simple. There are a lot of factors you have to take into consideration. By doing so you can increase your chance of getting new conversions. If you need some help with this topic HERE. We will optimize your listings for you and help you sell more.