As an Amazon seller, you have done a truckload of research before choosing the product to buy and materialising it. The game begins when you sign up and list your products. The marketplace is getting increasingly competitive as its seller base is growing continually. It is more like a battlefield and competing with millions of others to make sure your items are found and bought is a constant struggle. Whether you are a new seller or not, here are pointers to keep in mind for an efficient listing on Amazon.
Three Key Areas for Improvement:
First things first. Customers need to be able to find your products to buy. Amazon’s search algorithm works by matching the keywords against the information (title, bullet points, and description) that you enter for the product. However, there are many other factors that determine the visibility of your products on the search results, like the degree of text match, price, availability of the product, sales history, reviews, and other factors. The more relevant and complete the information is, the more visibility and sales the product gets.
You may want to research ways to promote your listings and attract buyers to your storefront. Your storefront provides access to any Amazon listings you offer. The biggest sales drivers on Amazon are Search and Browse options. You can work on the following three key areas to efficiently list items and increase sales on Amazon.
Backend Search Terms
Apart from stuffing keywords on the title and the description, Amazon provides you with an opportunity to add keywords in the backend. These are hidden from the customers but they help with the SEO. You can add up to 200 bytes of keywords in the search fields. These keywords should be generic words which have the potential to improve the product’s discoverability. Here are some guidelines to utilize this effectively.
- Don’t use product identifiers such as brand names, UPC or ASIN.
- Don’t provide misleading and irrelevant information.
- Do not repeat terms from the title or bullet points.
- Put the words in the most logical order in which the customer is likely to search.
- Use a single space as a separator. No commas or colons allowed.
- Don’t use common misspelling words as the search engine is capable of identifying and compensating for the customer’s error and offering suggestions accordingly.
- Don’t use variants of punctuations, spacing, and pluralization (“80GB” and “80 GB”)
- Include all the abbreviations, alternate names, and synonyms in the search terms.
Amazon customers find products by either searching on the search bar directly or browsing to a specific category. When customers browse, they further narrow down their search by choosing the exact category and subcategory. This is why it is most important to identify the right browse node and list your product there.
If you are not sure about your product’s category, your best bet is the search tool as it is quick and easy. In the search box, type a similar product of yours and see what list of categories the result page suggests on the right and left sides. You may need to dig deep into several categories before you reach the most relevant level. Once you have identified the best category, you can go ahead and submit your product information to create a product detail page.
Product Detail Pages
Once a customer finds the product through the Search or Browse option, the product page becomes the selling point. You should ensure your product detail page is compelling enough to meet or exceed the competitors quality in your category. There are five key components on the product detail page that helps to increase sales.
- Keyword-stuffed yet meaningful title in the right format
- Inspiring product images
- Competitive prices
- Clear and concise bullet points
- Imaginative and well-written product description.
Even after doing all things right, your product may not instantly come up on the first page of search results. Playing around with keywords and running campaigns to boost ranking is what needs to be done. Patience and perseverance are what you need to taste the fruit of success with any Amazon business.
If you need professional help with your Amazon store management, get in touch with us.
BIE is a Vancouver, British Columbia-based agency providing human resources to manage all things Amazon.