Blog
How to Optimize Amazon Listing : An Amazon Seller Guide
Have you optimized your Amazon listing? Maximizing your Amazon listing is crucial for success on the platform. A well-crafted and visually appealing listing not only enhances your professional image but also persuades shoppers to choose your products. Moreover, it helps Amazon rank your product higher in search results.
What does it mean to have an optimized listing on Amazon? An “optimized listing” is one that is retail-ready, featuring high-quality photos, a compelling title, and detailed descriptions with highly relevant SEO keywords for your brand. This is essential because a strong Amazon listing can significantly impact your success on the platform
Why does Amazon listing optimization matter?
Amazon internally scores all of your product listings based on their quality, known as Listing Quality Scores (LQS). These scores can significantly impact your product’s success on the platform.
High LQS products are likely to receive a boost in Amazon’s organic rankings, while low LQS products will drop in visibility. The Listing Quality Score aims to highlight products with high-quality pages, clear descriptions, and strong product photos, ensuring a positive shopping experience for customers.
Optimize your listing to prevent it from falling in the rankings due to poor quality. Make sure your listings are top-notch to avoid losing visibility on Amazon.
How is my Amazon listing score calculated?
When Amazon calculates your Listing Quality Scores, it evaluates your listing based on several factors, with the most prominent being:
Product Titles: Ensure your title is about 50-80 characters long. For most categories, keeping your title under 80 characters is advisable since longer titles are harder to read.
Pro-tip: When you first publish a title, select the five most powerful keywords and place them at the beginning. Amazon includes these keywords in your canonical URL, which is a ranking factor for Google. Once indexed, you can update your title without affecting this change.
Bullet points: Amazon provides you with five or more bullet points to highlight your product’s features and benefits. Use them to educate customers and set clear expectations. Include relevant keywords and phrases for ranking, but ensure the text remains easy to read to optimize conversion rates. Avoid emojis, excessive punctuation, HTML characters, and all caps as these violate Amazon’s guidelines.
Product descriptions: Describe all essential aspects of your product, including sizes, materials, color options, packaging details, and more, within the 2000-character limit. Even if you use A+ or Premium A+ Content, which might hide the description, it still helps with keyword indexing on Amazon and Google.
Product pricing: Ensure your pricing is competitive within your category. While Amazon allows some price variance, listings may be downgraded if prices are significantly out of step with competitors.
Keywords: List top keywords accurately tailored to your product to enhance search visibility. Conduct thorough research to ensure they are relevant. If shoppers frequently leave your page after searching a specific keyword, Amazon might lower your listing’s priority for that term.
How do product images contribute to listing optimization?
Product images are the most crucial aspect of your listing.
Ensure you have enough images; Amazon typically recommends at least 6 images per product detail page. These photos should have a white background, high pixel quality, show the entire product, and capture it from various angles.
High-quality, accurate images not only boost your Listing Quality Score (LQS) but also help reduce customer returns. For instance, unexpected product sizes are a common complaint on Amazon. Clearly showing the actual size of your product can prevent these issues and enhance customer satisfaction.
Amazon requires you to include three basic image types: a main image on a white background, an image showcasing size, and an environmental image.
For secondary images, you can create infographic-style visuals that highlight your product’s key features and benefits.
These secondary images are crucial for educating customers about your product’s value proposition. Highlight aspects like waterproof features, nutritional facts, compatibility with other models, or its place within a larger product family. Use these images to share more about your product, company, or brand, and invest in high-quality visuals or graphics to make a strong impression.
How do I know if my listing is optimized?
A great way to gauge the effectiveness of your Amazon listing is by analyzing your conversion rates. If a significant portion of shoppers visiting your product page are converting, you’re likely on the right track. If conversion rates are low, consider revising your listing.
To calculate your conversion rate, go to your Seller Central account, then choose Business Reports —> Sales Dashboard. Scroll down until you see the statistics
for Unit Session Percentage Rate.
The Unit Session Percentage Rate compares the number of product orders to the number of sessions on your page. This metric helps you quickly determine how many visitors are converting into buyers.
What constitutes a good Unit Session Percentage Rate varies by category and product popularity. Typically, a conversion rate above 10% is considered good. However, conversion rates may be lower for higher-priced items or popular products that attract a lot of page visits.
How do I use Amazon’s A+ Content?
Amazon A+ Content features large, striking images designed to elevate your product page. Available at no extra cost to registered brands with a Professional selling plan, A+ Content can potentially increase your conversion rate by up to 20%.
If you have access to A+ Content, it’s a valuable resource you should utilize. There are two main strategies for leveraging it.
SEO Focus: One approach emphasizes optimizing A+ Content for SEO, aiming to improve how Amazon and Google index your page.
Visual Appeal: Another strategy prioritizes aesthetics, aiming to captivate and engage customers to boost conversion rates.
How do you decide which direction is right for you? We recommend using A+ Content to fill in the existing gaps of your Amazon listing. For example, if your Amazon listing doesn’t have a ton of traffic, then you should focus on SEO optimization. In that case, your problem is getting shoppers in the door.
If you’re getting a lot of traffic but your conversion rate is low, it might be time to enhance your visual aesthetics. While shoppers are discovering your page, they might not be convinced by what they see. Strengthening the visual appeal and brand presentation of your key value propositions could help convert these visitors into buyers.
How do I know what Amazon thinks of my listing?
You can tinker for weeks on the descriptions in your Amazon listing, but it’s hard to know if your customers are reading it the way you intend.
You can of course test this by running some kind of survey: Pay a random group of shoppers to visit your page and fill out a short survey about their experience. You can also use an off-the-shelf service
You can also use Amazon’s algorithm to your advantage. One effective strategy is to set up an auto campaign on Amazon, invest a few hundred dollars, and review the keywords Amazon suggests.
Amazon’s auto campaigns analyze your listings and match them with keywords it deems relevant. This provides valuable insight into how Amazon interprets your product.
Watch the keywords Amazon recommends closely. If the suggested keywords seem irrelevant, it may indicate that your product detail page needs improvement. Conversely, if the keywords are accurate, it means your product is well-described.
Conclusion:
At some point, optimizing your Amazon listing can become overwhelming, leaving you wishing someone would just tell you what needs fixing (and what doesn’t).
Here’s the good news: addMatrix is here to help. Our specialized team at addMatrix not only reviews your product listings but also provides detailed recommendations for improvement. From tweaking titles and refining images to enhancing your A+ Content, we ensure your listings are top-notch.
Why not let us handle the heavy lifting? Book a consultation with addMatrix today and discover how we can transform your Amazon presence with expert optimization.
