You have spent time researching product niches, identifying opportunities and sourcing or developing the perfect product to sell under your own brand. The next challenge is to get it launched and selling on the Amazon marketplace. With millions of products for sale, you need to have a clear launch strategy that will set you apart from the competition.
This post will cover the foundation for any Amazon strategy: Optimizing your product listings. In future posts, I’ll cover the next steps (creating a product review strategy and marketing on the Amazon marketplace).
Product Page Optimization
Before anything else, make sure you spend time crafting a high-quality product page. No amount of marketing dollars will compensate for a poorly created product page. You are competing against so many products on the Amazon marketplace. You have to make your page stand out and convince the customer to buy. The front-end or customer-facing product pages consist of:
- Enhanced Brand Content
Back-end data includes search terms and other fields, such as Interest, Target Audience and many more, depending on your category. These are usually found on the same tab as the search-term fields.
Don’t Forget About Keyword Research
Before writing anything, do your keyword research. This can be as simple as brainstorming all the search terms someone may use to find your product, or more in depth using third-party tools to estimate search-term volume and provide a long list of related keywords. Your title, bullets, description and search-term fields are all indexed for search. Make sure you know what the most important and relevant keywords are for your product.
What to Optimize
Here is a quick overview of the different fields you need to optimize for search and conversion:
Images: You should have six to nine high-quality product images. The first one should be of the product only and on a white background. The others should be different angles of your product and some lifestyle images showing the product in use. Remember, customers can’t pick up your product to examine it, so give them plenty of images to review.
Title: This is the most important field for keywords, but don’t use so many keywords in your title that you make it hard to read or you risk confusing customers. I like the format:
Brand name > Product name > Attributes > Uses > Variation (size, color if applicable).
You can use the attributes and uses part of this to make sure you hit two or three of your most important keywords. For example “Acme Vitamin C Serum with Hyaluronic Acid and Vitamin E – Anti Aging Formula for Wrinkle Free, Younger Skin (2oz)”
Price: Do your homework here. Not only should you be making a profit that will allow your company to grow, you need to make sure that you are priced competitively. You can price below and be seen as the low-priced option, stay in the same range as other products or you can price higher to communicate higher quality or more benefits. Remember, if you use the higher-priced tactic, explain to your customers why your product is worth the higher purchase price.
Bullets: This is the first thing customers browsing from a computer will see. It is also what mobile customers click for a quick overview. Again, use your keywords here, but don’t keyword stuff. Copy should be focused primarily on describing and selling the product to the customer. Focus on features and benefits and make sure you give the customer a clear explanation of what the product is or does. Keep it easy to read. You’ll have a chance to go more in depth in the description.
Description: This is a more thorough explanation of your product. Make sure it is well written and covers any details you didn’t have room for in the bullets. You can use basic HTML formatting to create paragraphs and lists, perhaps using bold formatting to highlight important features.
Enhanced Brand Content (EBC): If you are brand registered you will have access to EBC which will replace your product description on the page. This is a great way to incorporate images into your product description and really grab the customer’s attention. Using graphics to point out product features and benefits can have a much bigger impact than copy alone. You can read more suggestions from my article posted earlier this year.
Search Terms: This field has undergone some major changes in the past year. The most recent update was announced in August 2017 stating that only 250 bytes would be indexed for search. If you enter more, you run the risk of none of the keywords indexing. Our internal testing has confirmed this. It’s not a lot of space, so make sure that you have keywords in your front end and use this space for anything that did not fit naturally into your copy. Other guidelines are as follows:
Other Attributes: Don’t neglect all the other back-end fields that the Amazon platform provides. This varies by category and includes basic things like color, size and material, and often target audience, intended use and more. Remember that the more data you provide to Amazon.com, Inc., the more information it will have on your product and the more likely you’ll be found for various search terms.
Why It Matters
Creating a keyword-rich, high-quality product page will set you up for more traffic and a higher conversion rate. A well-optimized product page is the most basic part of any solid Amazon strategy. Without this step, promotion and marketing efforts will not reach their potential and ad dollars will be wasted. In upcoming articles, I’ll cover the next steps, gathering product reviews and Amazon marketing strategies.