As the largest online retailer in the United States and with its ever-expanding international presence, the Amazon marketplace has become a sales channel that cannot be ignored by retailers or brands. Knowing how to effectively sell on the marketplace is critical. But, while selling on Amazon can be extremely lucrative, with millions of sellers listing their products on Amazon, it’s also extremely competitive. Without a clear strategy, your product can get easily lost in a sea of similar products, and you won’t see the sales you’re hoping for.
The foundation of any Amazon strategy is the product detail page. The content of your page will determine how your product shows up in Amazon search and is what convinces the customer to buy. This post will teach you how to create masterful product pages that set you apart from the competition and convince customers to buy your product.
The first step to creating a solid product page on Amazon is to do your keyword research. Amazon indexes four fields in the following order: title, bullets, description, and the backend search terms. These are indexed for keywords that describe your product, which are used to determine if your product is relevant to a customer’s search query.
There are many methods out there on keyword research, but the most important part of any keyword strategy is relevancy. Start with a list of keywords that describe your product, its features, benefits, what makes it different from the competition, and so on. Then, expand that list by looking at your competitor’s product pages and use the auto complete in Amazon’s search bar to generate more phrases. Finally, you can use third-party software programs to generate even longer lists of keywords.
Just remember to keep it relevant. Trying to stuff a long list of keywords that has a large search volume but may not describe your product will not help your sales. You’ll confuse the customer, your conversion rate will go down, and Amazon will stop displaying your product for that search term.
With your keywords in hand, you’re ready to start writing copy. Before you start writing, however, I advise clients to familiarize themselves with the Amazon style guides. Amazon wants you to succeed in selling your product, and they’ve already done research on customer behavior that they’ve given you access to. Most sellers don’t take the time to read this information, so by taking the time to learn about Amazon’s process, you’re already setting yourself up for success.
Because the title is so vital to the product, there’s conflicting advice out there about which strategy works best. In my experience, the best results are titles written with the customer in mind, using at least one primary keyword or phrase. Brand > Product name > Feature1 > Feature2 is a good formula to follow. To use one of Amazon’s brands as an example: Amazon Essentials Men's Short-Sleeve Quick-Dry UPF 50 Swim Tee.
If you make your title too long or too vague with too many keywords, customers won’t click. Use empathy when crafting your title: consider how it looks from the customer’s point of view. Also, keep in mind that Amazon may shorten your title to the first 80-110 characters in desktop search and 55-60 in mobile. So, if you’re selling a fake potted fern and the title is “Imported from Indonesia - High Quality - Top Ranked - World’s Most Magnificent and Glorious Best-Selling 7” Houseplant Featuring Large Green Leaves and Plastic Dirt,” your customer has no idea what you’re selling because half of the title won’t be shown. Keep it clear, use a strong primary keyword, and review Amazon’s title suggestions in their style guide for your category.
If the customer is on your page, bullets and descriptions sell your product. They are your salesperson. On a computer, the first five bullets are the first things your customer will see. Mobile customers will click on the bullets for a quick summary. Use these bullets to clearly describe what your product is and why it’s better than the competition, clearly describing features and benefits. Use the keywords from your research, but not at the expense of creating great copy that sells the product. Describe your features and benefits, and keep it short and seductive and easy to read.
Here is an example of poorly written bullets. They don’t provide very much information on the product or how it works:
Bullets optimized for conversion and keywords will look more like this:
The description can be longer and cover benefits and features you did not have room for in your bullets. Use basic HTML formatting to create paragraphs and headers to make it easier to read. Again, you don’t want to keyword stuff, but use your keywords throughout the copy in a natural way that still focuses on describing the product to your customer.
Your customer will never see these fields; they are used to put in any keywords that are not on the front end. These are found where you edit product copy, under the Keywords tab and the Search Terms field, and you can enter up to 250 characters total. This is not a lot of space, so don’t repeat any keywords; keep them in a logical order and don’t separate keywords with commas or semicolons. The string “mens blue green running track athletic shoe” will index for several combinations including “mens track shoe” and “green running shoe”.
Don’t forget all the other backend fields that can help describe your product. Fields like “Intended Use” and “Target Audience” should all be filled out, as they help inform Amazon which types of customers and searches your product should be shown to.
Together with the title, the image is the most important part of your page. Images show up in search results and convince customers to click through. In a world that is increasingly more visual, your product image conveys information more quickly than descriptions. Your picture should attempt to recreate the same experience as your customer would have in a brick-and-mortar store.
Get familiar with Amazon’s image requirements—these requirements are based on user data and are designed to help the customer have the best experience (which means they’ll feel confident buying your product). Upload as many images as possible using different angles, close-ups of the product, and even lifestyle images of the products in use. Customers normally look at every image and may just scan the copy, so this is your chance to sell. Images should be at least 1000 pixels to enable the customer to zoom in.
You might notice fancier things happening on brand registered product pages. Vendors have long had access to A+ content to add more depth to their product pages, but sellers are now able to do the same with Enhanced Brand Content (EBC). Here’s one example of what EBC can look like. Note the use of graphics to highlight the product’s main features and lifestyle images to show the product in use:
If you have access to EBC, hire a good designer and create some quality graphics, copy, and images. While EBC is not indexed for search, it will give your conversion rate a boost, which in turn will help your organic search ranking.
Also, while EBC will replace your product description, the description copy stays in the backend where it continues to be indexed for search, so you will still need a keyword optimized description.
An optimized, well-written product page is invaluable: it will get you more traffic, a higher conversion rate, and ultimately more sales. A keyword-rich, high-quality page will set you apart from the competition and is the foundation of your Amazon marketing and launch strategy. Don’t skip over or rush through this critical step. You’ve put a lot of work into creating or sourcing the perfect product to sell; take the time to communicate its value to your customer and ensure that it will be found in the increasingly crowded Amazon marketplace.
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