Optimise your listings for Amazon

Now that you have jumped through the Amazon ‘hoops’, what do you need to do to be successful on Amazon? Here are seven steps to follow:

1. Follow Amazon’s rules – all of them: for example, make sure the image size is exactly how Amazon likes it with the conversion written exactly how Amazon likes.
2. Don’t just copy and paste the content from your eCommerce site over: remember how people search for products on Amazon, rather than brands? Your content has to be written for someone who’s never heard of your product.
3. Know the right keyword: understand what keywords Amazon customers are using to search for products like yours. Your success hinges on proper keyword research so make sure the words you use match what shoppers are typing in to find the product. Find out exactly what keywords shoppers are typing into Amazon using Amazon-specific keyword tools such as Helium 10 or Jungle Scout. These tools connect into Amazon and provide the exact keywords for generating sales. Use this data for your own product listing.
4. Product title: the product title is the most important as it is made up of the words that the shopper searches for. For most categories, Amazon allows a product title length of 250 characters. As a general rule of thumb, use all the real estate Amazon gives you. The title should give the buyer enough information to decide if they want to continue. Include the most important information – the information you would want to see if you were searching for your product… Think brand, model, size, quantity, colours, etc. This lets you include the right keywords in the right order to immediately tell shoppers that this is the product for them.
5. Product information: Amazon allows 1,000 characters to describe key product features. Using 200-character bullets means all five will be indexed – and easier to read. Use bullets with attention-grabbing words to capture the attention of the shopper, and then deliver information like product benefits or list answers to questions shoppers might ask before they buy.
6. Use high-resolution product images: product images are probably the most important piece of an Amazon listing. Make sure you have product images from different angles: Amazon will allow nine product images, including a lead image.
7. Product ingredients: include these in product listings so that the products will be discoverable for these search terms.
8. Collect ratings and reviews: reviews factor heavily into the rank in the search results – so focus heavily on capturing ratings and reviews. See the ratings and reviews step later in Course 2 to know how to collect these.

Now that you know how to be successful on Amazon, is there anything else you need to know? Let’s find out in the next step.