Product Listing Optimization

Amazon product listing optimization is a process where you optimize your listing to help impact organic rankings and sales. Amazon is a search engine, and it’s easier to rank for specific Amazon keywords than it is on Google or other search engines. Product listings are literally everything in an Amazon business and sadly becomes one of the most neglected things. There are some ranking tricks that you can use but nothing helps your entire search engine optimization (SEO) strategy like an optimized listing.

People want more eyes on their listings and people want more sales but never stop to think that maybe their product listings might need a little bit of work. It is vital to keep your listing optimized to boost more sales. The higher you rank, the more you sell. To rank higher, you definitely need to know and understand what “optimization” is all about.  

When we talk about “optimization,” we stress on two things here:

• Optimized with potential keywords to help rank for search terms that buyers search for.
• Optimized with the right set of images, title, and description to generate greater conversion rates.

Optimizing the listing involves working on every element that we have described above. Make sure that you follow the guidelines given below:

1. Product Title
A product title is one of the most important elements of a listing. There are specific amazon product title guidelines to follow before writing one. If it is optimized and yet creative enough, it can instantly tell Amazon, buyers, and searchers what you are actually selling.
There is a way to present this. Including important search terms in your title copy can help your listing to be “clicked.” Make sure you follow the below checklist while writing a title.

Dos:

• Include potential keywords in the title but use dashes (-) or pipes (|) to break the keywords. This improves readability and doesn’t look confusing.
• Use primary keywords or search terms while including long-tail variations.
• Include USP (Unique Selling Point) of the product.
• Do not go beyond 200 characters for the product title.
• Use connectors if possible (before or after the main keyword).
• Use brand name.
• Capitalize the first letter of each word in the title except the, or, and, a, for, in, an, with, over.
• Include color, model number, series, and quantity (if required).
• Write numbers like numerals (2 and not “two”)
• If the product is a multipack. Mention the quantity. Example: 15-pack, set of 5, etc.

Don’ts:

• Capitalize all the words in the title.
• Include particular details of your listing. Example: Free shipping.
• Include subjective adjectives like “fantastic, awesome, great, etc.”
• Use special characters or HTML tags.
• Include too much information. Do not overstuff with keywords.

If you are still struggling to come up with a good product title, here is a quick new formula to help you:

Title Format – [Brand Name] [Product Identifiers] [Product specifications Or Product Attributes/Properties] [Benefits Or Where to use/ Who can use]

2. Product Features
The product features are listed in clear bullet points to make it look attractive. This is the part that buyers read if they are making a decision to buy your product. Bullet points must clearly convince the buyer as to why he/she should buy your product.

Dos:

• List the most important features of your product on the first two points followed by the less important ones.
• Use only 5 bullet points. However, if it is really important to write a little, extend to 6 but not more than that.
• Incorporate call-to-action words in these points.
• Make sure that the first letter of every bullet point is capitalized.
• Include points that help distinguish your product from your competitors.
• Use a few keywords. But don’t just shove them. It should be sensible while reading.

Don’ts:

• Use too many keywords unnecessarily.
• Use exclamation marks to 3-4 full stops.
• Use too many bullet points.
• Use special characters or HTML tags.
• Include shipping or promotional information in bullet points.
• Include time-sensitive or subjective comments like “hot selling” or “great value.”
• Use terms like “unique design, stand out from the crowd, etc.”
  
  

3. Product Images
Quality and clear product images help in increasing the sales. This section is a great way to showcase your product to your potential buyers. Therefore, quality in every picture matters.

Dos:

• Every image should be clicked in bright white light.
• Focus the product at the center.
• The main image should only include the main product. It shouldn’t have accessories, boxes, or other items with it.
• Keep the image background white.
• Make sure that the image is large enough to allow the zoom function to work.
• Include a tagline to explain the durability of the product.
• Include an infographic about the product’s benefits to help generate more sales.
• Make sure to use only JPEG (.jpg) file format.
• Keep the resolution 72 pixels per inch with a minimum size of 1000 pixels (for longest side).

Don’ts:

• Include logos, texts, or watermarks on the images.
• Show multiple pictures if the product is a multipack.
• Include a background on the main image. But it is okay if you are doing for any other secondary image.
• Show various views of a product in the main image.
• Include accessories and other things that you are not selling with your product.
  
  

4. Product Description
A good, precise, short, and clear product description steals the deal. You should be creative enough to convince them that your product will solve their day-to-day issues that they are facing.
Though product descriptions are shown on the detail page, they also feed into Amazon’s search results and other external search engine results.

Dos:

• Keep it short, clear, and precise.
• Give descriptive and factual information.
• Highlight the important features.
• Capitalize the first letter of every sentence.
• Give a page break when writing a new paragraph.
• Check for grammatical and spelling errors.
• Include brand name, model number, and series even if they are used in the title already.
• Include color, size, and compatibility information.

Don’ts:

• Use time-sensitive or subjective terms like “hot-selling this year, great value, etc.”
• Include shipping or promotional information.
• Use HTML tags.
• Include email or web address here.
• Use symbols or special characters.
  
  

5. Search Terms
The section – search terms – is shown only in the listing’s back-end. There is still a whole lot of discussion around this part, but it isn’t that complicated. All you have to do is to put your main keywords, one per line.

Dos:

• Use other primary keywords that you couldn’t use in the product title.
• Include a few other secondary search terms.
• Use abbreviations, misspellings, and applications of the product or any other variant.

Don’ts:

• Include keywords that you have already used in the title.
• Use brand name again here because Amazon will pick this up automatically.
• Use subjective terms like “available now, best, on sale, etc.”
• Use the seller name.