There is no shortcut when it comes to translating content for Amazon. While Amazon seems to be a fan of machine-based translations, the truth is that these won’t cut it if you want your listings to succeed in other marketplaces.
While everyone is aware of the global opportunity on Amazon, very few non-native companies that are players in international marketplaces are actually doing a good job.
Content for Amazon needs to be written with SEO at the forefront of the mind. Focus on keyword-rich content that appeals to the customer. Keywords will help the customers find the product and compelling content will convert that click into a sale. Many brands are aware of these optimization factors, but when it comes to translation they get missed. Major keywords are not captured and the content is no longer coherent and may not even make sense to a native speaker.
Keywords will help the customers find the product and compelling content will convert that click into a sale. Many brands are aware of these optimization factors, but when it comes to translation they get missed.
When finding a company or individual to translate copy for you, here's are three things to look for.
One important note is that keywords don’t always translate well. In some languages, there might be multiple ways to describe an item that are different than in English.
If the translator only translates one keyword and doesn’t do any work around identifying similar keywords, your products might not be discovered by customers as won't appear in a search for major keywords for that item.
There are many tools out there that can help you identify keywords in multiple languages. I recommend that the native speaker is the one using the tool as they will be able to weave out any irrelevant terms and use the most appropriate seed keywords.
Speaking a specific language or being a native speaker doesn’t automatically result in a qualified translator. Translating is a lot more complex. You need to understand the context of the whole text and ensure the content is being interpreted correctly with the appropriate use of words. It is not about translating individual words, it is about translating the full text. It is recommended that you use a certified native translator.
When communicating with buyers in their native languages you'll want to be sure to use a professional translation to avoid any miscommunication.
If you are sending a request for a product review or seller feedback with FeedbackFive, you can use message templates that are professionally translated. Also, Amazon's Request a Review feature automatically translates your request to the recipient's preferred language.Colleen Quattlebaum
Here is an example of an Amazon Request a Review email in Spanish:
These professionally translated options (available in Dutch, French, German, Italian, Polish, Portuguese, Spanish, Swedish, and Turkish) are very useful, but unfortunately, there is no easy international template for your product listings. That's where a native speaker who understands the nuances of the market can really benefit your business.
Languages are complex and many words can have different meanings depending on the context. Some text may not even translate well into that language and need to be completely adjusted to make sense.
It is not just about a customer being able to understand the text. Rather, the copy needs to appeal to them to make them want to make a purchase. When translating, make sure your translator is not only translating the content but also localizing it.
Translation is about quality, not quantity. If you choose the cheap option it might not give you the best possible conversion and return on investment, which will end up costing your business more in the long run. That is why at eCommerce Nurse we have our own in-house team of native translators. They are certified and know what successful content looks like on Amazon for optimal search and conversion in their native marketplaces.
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