With more than 350 million products listed for sale, the Amazon marketplace truly is like a jungle to navigate.

Despite the substantial traffic Amazon generates on any given day, the sheer size of Amazon’s catalog can be overwhelming for sellers and shoppers alike. If a business wants its products to receive attention and actually convert customers, it’s vitally important to stand out from the crowd.

This article will discuss how to make your Amazon listing stand out and cover key ways to promote your products. Combining all of these methods will help you find the secret sauce for getting more sales and fueling the Amazon flywheel. (If you're unfamiliar with this concept, check it out below!)

Ready to make your listing shine? Let's get to it.

Visibility for Brand Owners on Amazon

Amazon operates on both internal and external traffic these days. Once shoppers arrive on Amazon, you must work hard to promote your products and even harder to convert browsing shoppers into actual buyers.

Because Amazon is so heavily saturated with both sellers and products, being a brand owner and unlocking the tools available to Brand Registry users is crucial. This will help your listings nab the Buy Box, open up a marketing suite (including Brand Stores and A+ pages) for you to showcase your products, and protect your brand (and customers) from imitators and counterfeits.

Start with SEO Keywords

SEO is important on Google, of course, but Amazon SEO is your ticket to success on the platform. Ensuring your products are optimized for discovery is one of the main points of listing optimization.

If you want to know how to make your Amazon listing stand out, start by researching terms customers might use to get to your products. Thorough coverage of both long-tail and short-tail keywords is ideal. A short-tail keyword will be something obvious, or the main search for your product. For example, “earrings.”

If you're selling gold earrings, you might also include some other obvious short-tail keywords, such as “jewelry,” “earrings for women,” etc. Long-tail keywords are your second line of coverage. Using them may not garner much traffic, but it will pull in very specific customers who are eager to buy exactly what you are selling. An example would be “tiny gold earrings for women.” Once you have a list of phrases, it’s time to weave them into your product listing. Use these phrases in your title, bullets, product description, and backend keywords.

Don’t Keyword Stuff

Keyword density will ensure customers can find your product. But if they arrive on your product detail page and it’s just a random assortment of keyword phrases, your product will certainly not convert.

Use a skilled copywriter to provide a balance of keywords for SEO and a rich, detailed description, title, and bullets that actually inform customers. In order to truly stand out, make sure you explain what makes your product different from the competition.

Unique selling points are crucial to selling your product when it’s lined up against others. For example, do you use all-natural ingredients? Are you a family-owned business? Did your brand start because of some interesting story? Do you donate to charities? All of these details should have a home on your Amazon product detail pages.

Prioritize Your Product Images

A picture is worth a thousand words, so while you’re optimizing your listings with juicy keywords and interesting tidbits about your items, be sure to work on your product images.

In 2022, a majority of customers predominately shop on mobile devices. On the Amazon App, product images are especially important for converting customers because they appear higher up and are very visible. Ensure your main image is clear, high-res, and shows your product well without violating Amazon guidelines.

After your main image is sorted, refrain from just using one or two basic images on your listings. Use the available seven image slots (or, better yet, six images and one video) to really convey all of the important features of your product. Bring your brand and product to life by creating infographics with text call-outs, dimensions, certifications, and a bit about your brand.

Monitor and protect your listings with product monitoring features available in FeedbackFive. Changes to your product images and other parts of your listing may be a sign that your listing has been hijacked.

Note that as of June 2023, whether you're a brand-registered or non-brand-registered seller, it's now possible to add videos to your product pages on Amazon. If you've been selling for at least three months, you can leverage this feature to increase sales and conversion rates and minimize returns. Don't miss out on the opportunity to showcase your products through engaging and informative videos!

Product Reviews Lift Your Ranking

Product reviews and seller ratings heavily influence Amazon shoppers. Once your products are optimized, you’ll need reviews to truly be retail-ready.

Using a service like FeedbackFive to get legitimate reviews and track your Buy Box wins and losses can be a lifesaver. You will also want to respond to negative reviews and do everything in your power to avoid these in the first place. Keeping at least a 4-star rating can help your products surface in search and win the Buy Box.

A good number of high-star ratings and positive reviews can increase your brand reputation and ramp up conversion. When customers land on a fully optimized product page, they’re not just more likely to purchase, they’re also more likely to be fully informed of what they’re getting so they return later and leave a positive review, too.

Stay in Stock to Sell More

You cannot hope to win the Buy Box or reach the top of the search results unless your product is in-stock and priced competitively. If you are a seller, using Fulfillment by Amazon(FBA) is an ideal way to ship products to customers. It’s hands-off, and if something goes wrong, Amazon takes the blame rather than penalizing you.

Check your Amazon account regularly and monitor stock levels. Sending small, regular shipments to Amazon fulfillment centers can ensure your products are always in stock and not incurring long-term storage fees. If you have a lot of items or are doing high-volume, using inventory management software like RestockPro is a great idea.

Bottom line: You must have enough inventory to account for expected sales, plus extra. This is even more important during Q4, Prime Day, or other peak times for your particular business.

Drive Traffic to Your Amazon Listings

Amazon’s algorithm is cyclical. If customers are finding your page, purchasing your items, and leaving positive ratings, then Amazon will ensure customers can find your listing. A well-optimized page and a good reputation will definitely encourage more shoppers to check out your items versus other merchants.

Once your listing is retail-ready, take advantage of your work and start driving traffic to your products. Here are five helpful ways to do so:

Boost your success by using Amazon Advertising, but be sure to watch your margins so you don’t overspend. Start with Sponsored Products to reinforce the keywords you’re using as SEO. Sponsored Products place your listings at the top of search and in other places on the site. Many customers don’t even notice these are ads.
Within Amazon Advertising, Brand Registry users can create a store within Amazon to act as a full destination for their brand. Once your products are retail-ready, showcase them in a Brand Store to cross-sell items and reinforce your brand presence. You can also run Sponsored Brand campaigns to link directly to your store. This is a great way to drive traffic to your listings within Amazon.
Drive social media traffic to your Amazon pages. With users clocking a lot of hours on social media platforms, it’s becoming necessary to build a following on Instagram, Facebook, TikTok, and more. Leverage this space to point customers to your optimized pages and reap the benefits of increased traffic. To take this up a notch, consider partnering with influencers in your category, using Amazon Posts, or paying for advertising through each platform.
Run a promotion. It doesn’t have to be complicated to run promotions on your products, and in fact, your pricing should be built to support this. A coupon or discount code (especially if it can be shared on social media, your website, etc.) is a great way to highlight your products versus the competition in search. Even a small discount (for example, $3 on a $30 product) gets increased visibility in search with a badge.
Test titles, images, and A+ Content. In Seller Central, you can compare A and B versions of content to determine which has better sales rates. Testing images and titles can improve your performance and help you stand out in search. A+ Content can be tested to see what version performs better. Take advantage of this option if you think your content is optimized as much as it can be. Implement any learnings across your entire catalog.

Need More Help?

Ensuring your listings stand out and promoting your products can be a full-time job, especially if you take into consideration all of your other tasks.

While all of these tips can be a great way to start edging out the competition, there are always more marketing levers to pull. If you need more help with how to make your Amazon listing stand out, contact the experts at eCommerce Nurse.