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Essentials of an Optimized Amazon Listing in 2019

by Liz Fickenscher

Properly optimized listings can make a big difference in your product’s success on the Amazon marketplace. Liz and Thaddaeus Hay from Nozani cover what makes a killer listing, while explaining:

  • Amazon’s algorithm
  • Aspects of an Amazon listing
  • Product review intelligence for smarter listings
  • Real-life examples of optimized listings

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Here is the webinar recap written by Jeanne Crouteau:

You know you’ve got a good product and you’ve created your listing — so why isn’t anyone buying? The reality is that in a space as competitive as Amazon you need to stand out in order to be successful. When every listing looks the same, customers will just pick whichever one they see first. Don’t play Russian Roulette with your business. Go the extra mile to dazzle potential buyers! Not sure where to begin? We’ve got you covered!

eComEngine’s Liz Fickenscher recently hosted a great webinar with Nozani’s Thad Hay where they discussed the essentials of creating an optimized listing. You’re going to want to grab a snack and pull up a chair for this one! Be sure to watch the full recording but, in the meantime, here are some highlights!

You’ve Got (Algo)rithm!

As an Amazon seller, you always need to think about the site’s algorithm. When your customers are happy, when your performance is consistent and your content contains the right keywords and phrases, you’ll find that your ranking will jump.

“Amazon cares about their customers more than anything. As sellers, we are not their customers. Every way that we can help those customers have better experience, those things in the end increase your rank.” -Thad Hay

Another crucial area, Hay cautions, is inventory management. “This is something you can control and it’s important because Amazon wants sellers who are reliable. They want their customers to get what they want, when they want it."

Who Are You Targeting?

When you are coming up with a strategy, you must always keep your target audience in mind. According to Amazon, there are three types of buyers — the Head of Household, Impulse Buyer and Product Researcher. Considering the needs of your customers will help you understand how to best optimize your listing.

If your target buyer is a price-conscious mom looking for the best deal, you might want to offer discounts, coupons and/or run regular promotions on social media. If you’re hoping to secure an impulse buy, blow them away with presentation. “They should be able to buy the product from looking at images alone,” said Hay.

You’ll have to work a little harder for the Product Researcher. Typically scouring in categories like Automotive, Baby Products or Electronics, this buyer looks at everything on a listing before making a purchase. You’ll want to be on top of your game in terms of answering questions and having quality reviews, but Hay says to also “make sure you have Enhanced Brand Content (EBC) because that’s going to convert better.”

How to Optimize Your Listings

Amazon is notoriously tight-lipped about the best ways to write content but Hay suggests incorporating as many keywords and search terms as possible into the title and bullet points. Of course, you still want it to feel natural, so it’s all about finding a balance.

Every category has specific guidelines for the number of characters that can be used in a title so it’s a good idea to become familiar with this and use as many characters as is allowed. With Amazon, things are always changing so, if you notice your ranking drop suddenly, double check the guidelines to make sure you’re still compliant.

Having a visually appealing listing is extremely important in the online retail space. “Images will impact conversion, sales and a lot of things. You want to catch someone’s eye with that first image,” said Hay. “Video is the way of the future and is the main source of knowledge on this platform... 64-85% of customers are more likely to purchase an item after watching a video. It doesn’t have to be long but it’s helpful.”

In the webinar, Hay goes into great detail about EBC and one of Amazon’s newest offerings, Storefront. If you haven’t already listened to this in-depth discussion and how you can use these tools to take your business to the next level, be sure to check it out.

The Importance of Reviews

Having reviews on your product listing page can increase confidence in your buyers. Being unable to interact with you or the items in person, it really helps to be able to gain insight from the experiences of other customers.

Hay explains that, when working with clients at Nozani, they primarily use FeedbackFive. While this tool can make solicitation efforts easier, Hay cautions that feedback “is the only thing you can’t really control. You have to rely on other people. We recommend putting a QR code or instructions [in your solicitation emails] so that you’re not just receiving seller feedback. Help them get to the right place and leave a review for a product.”

Meanwhile, Fickenscher advises that sellers “do have to follow the rules when requesting feedback from customers. It’s in Seller Central so check on it. They don’t want you saying, 'our business depends on your reviews.'” Instead, go with a short, simple message that is neutral, impartial and not manipulative. Again, Liz reiterated that sellers need to “pay close attention to those Terms of Service because you don’t want to get suspended or in trouble because of an email you sent.”

Get Proactive!

Trying to juggle all the demands of being a busy Amazon seller while trying to grow your business and please your customers? It’s exhausting, but investing in your own success is worth it! Fortunately, eComEngine can help make things easier.

While RestockPro can streamline inventory management so that you never run out of stock, FeedbackFive will automate the feedback solicitation process so that you can free up the time you need to focus on other things. Customer reviews are the equivalent of “word-of-mouth” promotions in the online retail world, so never underestimate the importance of this aspect of your business’s reputation!

Originally published on January 22, 2019, updated October 18, 2019

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.

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