Amazon product listings include product titles, product images, main functions and features, product descriptions, product reviews, product ratings, etc., but we should mainly optimize these five points, namely: title, main image, Q&A, long description, and keywords.
The process of online shopping is largely a process of shopping by looking at pictures. Product pictures play a vital role in the optimization of Amazon Listings. The quality of product pictures directly affects the conversion rate.
Let’s think from the customer’s perspective. What do you think of this product listing? Nowadays, whether customers are on PC or mobile phone, they will definitely look at product pictures because pictures are the easiest to read. Unlike physical stores where customers can touch the product in person, online shopping means customers don’t have the opportunity to try it out, so you need to help customers imagine what the product will be like in their hands? And this is where product images come into play.
Amazon listings display products from different angles to help shoppers understand the products more intuitively; lifestyle photos of products can help potential customers imagine what it would be like to use the product in the real world, allowing them to quickly understand the product.
Upload photos of your product variations. If your product comes in different colors or variations, you can add photos to explain the product to your customers in detail. Don't leave your product to the imagination of your customers. The picture is simple and elegant, consistent with the tone of the product selection.
For lifestyle products, try to use high-definition real-life photos, avoid excessive photo-editing, and restore the most realistic scenes and colors as much as possible to allow customers to make corresponding associations.
Amazon listing product title
The title should include the main benefits of the product, USP (Unique Selling Point) and popular keywords.
An excellent title should include five elements: brand name, product name, function words/characteristic words/attribute words (the uniqueness and differentiation highlights of the product), aesthetic modifiers, and punctuation. So how to optimize the product title?
(1) Include more words in your title: Put important information first; most product categories on Amazon allow you to enter 200-250 characters in your title. If your title hasn’t reached this limit yet, you’re missing out on a great opportunity.
(2) Use related words: You can use tools like Jungle Scout to identify keywords that should be included in your title to improve search rankings and drive sales.
(3) Highlight product highlights: Among similar products, highlight the product details in detail; product differences, advantages, characteristics, etc.
(4) Explain the benefits of the product: Let customers know what they will get when they purchase the product. Write your answer on the heading. This will motivate customers to buy.
Amazon Q&A is a platform for Amazon customers to ask questions and answer questions about products. It is also available on Taobao. Compared with product descriptions and reviews, the Q&A interface can provide some information from the buyer’s perspective that is inconvenient to provide in the description. It is also an important part of listing optimization and is also helpful for improving conversion rates.
Those of us who have bought things on Taobao know that buyers who have purchased the items will also receive emails answering questions. Amazon hopes that the questions will have more real feedback, rather than only being able to answer them by the seller, which may lead to the possibility of deceiving buyers. Therefore, customers who are interested in the question can also answer it, and Amazon has no restrictions on this.
Product Description
The product title provides customers with a summary and name of the product, while the product description provides customers with more specific details about the product. 5 tips for product descriptions:
(1) Use the right keywords: Like titles, product descriptions should also use keywords to influence Amazon and Google search results.
(2) Easy to read: Use table of contents, separators, bold fonts, long and short sentences, and paragraphs to make product descriptions easier to read.
(3) Focus on benefits and functions: What benefits can this product bring to customers? What functions does it have? How to use it, etc.
(4) Pay attention to competitors: to differentiate your product page from your competitors’ product pages. You can also use tools like Jungle Scout to analyze and track competitor activity.
(5) Understand your customers: You need to identify your target customer groups and understand their needs. Find out what their needs are and how to provide them with an effective solution.
Keywords
As sellers, we all know that Amazon's product traffic mainly comes from search traffic and in-site related recommendation traffic. How to arrange keywords to obtain the maximum traffic and the highest conversion?
When shopping, customers will search for keywords in the Amazon search bar to find products, which will lead to the seller's listing. Of course, some of them find seller listings through Amazon’s category rankings or related recommendations. How to let customers search for your products? How do we do keyword research?
(1) Write some relevant keywords based on the characteristics of the product and search on Amazon. On the search results page, there will be some relevant keywords recommended by Amazon that you can refer to.
(2) Go to eBay, AliExpress, Dunhuang.com and other platforms to search. They will also recommend some related keywords, which you can refer to.
(3) You can also look for words that customers frequently mention in user reviews of your own products and similar products. You can select some of these words and add them to your listing.
