Basics For A Good Amazon Product Listing
Brock Gettemeier and Chloe Stradinger from Sellozo’s team of Amazon PPC advertising experts talk about listing a product on Amazon and what you need to do to optimize your Amazon product listing.
What should you include in your Amazon product listing?
What is the best way to optimize your Amazon product listing?
Should I include emojis on my product listings?
Consider these tips when you are optimizing your Amazon product listing.
Learning how to optimize your Amazon product listings will help you increase your conversions and increase your sales.
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Basics For A Good Amazon Product Listing
– So we can talk all day long about how to improve your sales and improve your A costs. But the bottom line is if you’re working with a rough listing, it’s going to be very hard to do much of anything on Amazon. So Brock, and I wanna talk about some of the basics to having a listing. So we’ve got a listing pulled up and we’re just gonna run through what makes a good listing.
– So first thing right at the top, is your title. This is how you are describing this product. This is one of the only things that is actually shown from the SERP. And so this is one of the most critical parts of your listing. So the first thing is to see, are you actually utilizing the entire character limit for your particular niche? They can vary, but if you only have one or two words in your title, that is a really low hanging fruit, because your product listing is likely not getting indexed on some of your top keywords.
– And beyond indexing. I would say the title is one of the few things that every buyer will actually fully read on Amazon. So, something I also like to do is take a look at all of the top sellers. So I will search for, you know, the main keyword for a product and take a look at who is winning the top organic spots and what do they have in their title? Are they really highlighting a differentiator? Is there something, it seems people are searching for? How can you emulate their title without copy pasting, obviously? But you wanna make sure that you’re able to compete with big dogs.
– I think one of the important things to know with that is there’s been a bunch of different iterations on what is like an optimized title over the years. And, you know, five, seven years ago, keyword stuffing was extremely effective and some people will tell you keyword stuffing, the title’s dead and it should be extremely short. And really what we’re seeing working over and over is just a balance between the important keywords for the algorithm to index your product. And then the actual human that’s gonna have to read it. So if it’s just a bunch of gibberish, and a human can’t read it, well, then you’re not gonna have a very good Click-Through Rate from the SERP. But then if the human side can read it really well. And it’s one to two words, but then you’re missing out on all of your top keywords and then the algorithm doesn’t index you, again, you’re out of balance. So finding that sweet spot can be difficult, but we do recommend balancing between both and not focusing on one or the other.
– Definitely, and it’s always good to take a step back and just think, if I were just shopping for this product on Amazon and I read this, would I understand what this product is and would I want to buy it?
– The next thing to think about the title would probably be what is the differentiator? And do you have it up front in the title? Your title will be truncated on certain browsers and in different screen sizes. And so if there is some differentiator, say you’re selling a two pack and everyone else’s selling a one pack, it could be very easy to accidentally not differentiate that high enough up in the title and it gets truncated. And then nobody sees that you’re selling a two-pack. So make sure your differentiator is upfront enough in the title that we actually can see it without clicking on the listing.
– So next down would be the bullet points. Let’s talk about the bullet points.
– All right, so maximizing the bullet points. Definitely a good idea. Again, this isn’t going to be as important as the title, but I think it’s worth keeping in mind that you really wanna make sure this is calling out your differentiator for the person that is going to be buying your product. Don’t just fill this out with a bunch of miscellaneous information that nobody really cares about, make it very concise and to the point of your differentiator. Why they wanna pick your product over the competitor’s?
– Definitely, and something people used to do a lot was just put emojis in the description. So each bullet point would start with an emoji and Amazon does not like that anymore.
– No, they did say they would ban everyone doing it. And then they never followed through. It’s likely not a good idea to utilize that in our testing. We do find, unless you’re running some kind of brand focused on whatever that emoji is, it’s probably a good idea to go for a more professional listing and skip through the emojis.
– Definitely, I do think it’s sometimes looks nice to have like the first sentence in all caps to really highlight, what point you’re getting across in the bullet point. Obviously depends on what your content is, but there are ways to make it look a little bit more organized.
– Yeah, and I think the capitalization is interesting because that’s one of those things where you’re emphasizing it to the person that’s reading and then the rest of the sentence might be a little more focused on just getting that content in there in the listing. And your eyes are still really drawn to those caps. And so I do think that that is a common strategy that’s rather effective at calling out that differentiator if you really feel those bullet points out.
– And what about how Amazon indexes the importance of all this? Because I know there’s always speculation on, are my bullet points more important? Is my description more important? What do you think about that?
– Yeah, that’s a great question. And to be honest, it is ever changing. So, most important is your title. At the end of the day, your title is the most important thing to index for your listing. You also wanna make sure that you’re maxing out your backend search terms and while these won’t be shown on the product page. And so we’re not gonna dive into them too much right now, you need to be filling out your backend search terms. That is extremely important. Now, we do think that you should balance the product description as well as the bullet points, but as we’ll be talking about in a minute, the Enhanced Brand Content can throw some curve balls into the description and you might wanna prioritize Enhanced Brand Content. Let’s talk about the product photography.
– Hmm, that’s a good one. This pro seller series is brought to you by Sellozo, which is the very best Amazon advertising automation solution on the market. We can help you grow your sales scale, your business, figure out how to be more profitable and all that good stuff. So, go to www.sellozo.com to sign up for a demo.
– So this one, this changes niche by niche. So there are some specific niches that will take different strategies. And there are some niches that will get into a bit of a gray area within Amazon’s guidelines for the photos, because what everyone in the industry is doing might not match exactly what their guidelines are. So, what do you think is the most important thing for the product images for sellers you remember.
– Yeah, so I think that it’s just very important, even if your images are gonna be very simple, to make sure that they are clear, that they are well shot, that they just look really professional. Now, as Brock mentioned, you wanna keep them within Amazon’s T’s and C’s. The main photo really should only have the product now where we see people kind of go off the cuff here. Great example is bedding. So a lot of people don’t just have a stack of sheets in a photo, they’ll have those sheets on a bed. And a lot of people do that. Amazon says no, but most people get away with it. Some people show packaging in a photo.
– Yeah, yeah. Made in the USA is another really great example. You know, you are not allowed to put that in text on the photo. Yet over and over, we see this where they will actually edit that into the photo to trick the algorithm into thinking that this is somehow part of the image. And again, it’s very frequent. You could have this photo removed. It is in violation because you’re putting text on the photo. I mean, just showing a bedroom for the bed sheet space is a great example. AmazonBasics always just has a stack of sheets. Every other listing has an actual lifestyle photo as the main image. If you try that in other niches though, you will not be able to get away with it. So it does depend niche by niche.
– Definitely, and what about infographics as secondary photos?
– I think it’s super critical. Again, I think it should be emphasized on the person that really is diving into the product. And so the infographic needs to call it differentiators. Don’t just put meaningless information in there because you think you need an infographic. Remember, this is actually convincing someone they need to be buying your product over your competitors. So have them, if you have something to call out.
– And we’re also really big into lifestyle photos because the Amazon listings are so formulaic, which makes them very easy for all the shoppers to digest. But there’s not a lot of spots for you to add your own creative bend. So making sure that you are at least adding a couple of lifestyle photos, even if it’s a stock image that you’ve had, rendered with the product, it can really make a difference in people thinking that they’re buying from a legit brand, as opposed to just some random product on Amazon.
– I definitely agree with the lifestyle images. I think that’s critical and it might cost a little bit upfront, but it is very important to get that on the listing because you are selling what this customer’s problem. They’re searching for a solution. They’re buying a product and they really, they connect if they can see another person or in a pet space, an animal. And so I do think the lifestyle images are one of the most critical additions to a listing that you can have.
– And on top of that, lifestyle videos.
– Woof, video ads. Yes, so a video, sponsored brand video is one of the hottest advertising methods at the moment. It’s one of the most cost effective. And you can reuse that video actually on your listing. So, uploading that video is extremely beneficial for you. Having it lifestyle oriented would be great. And then you can double dip on that and use that for your sponsored brand video ad. And that does cut the costs down of it. And then you check two boxes at once with those videos.
– I especially like videos with like beauty products where you can actually see how something is used or it on a real person. But even if it’s not such like a specific, obvious use case, videos even for seemingly boring products work really, really well.
– Now, there’s a couple of other things that will show up directly below your product images. They are a bit newer and they are very advanced as far as what percentage of sellers are actually utilizing them. And that is virtual bundles. So virtual bundles show up directly below the product images. And Chloe, how are some of the reasons, or why are some of the sellers using virtual bundles and what are they doing with those?
– Yeah, so virtual bundles are a great way to get people to buy more of your products at once. So for example, if you are selling, a computer cord that also goes with like the plugin and people always buy those together, but they’re two separate listings because they are two separate products. Now, historically people would have to click on, the computer cord and then you’d maybe have to pay for an ad spot on the page to make sure, you’re defending your listing and get people then to purchase kind of the obvious add on. But with the virtual bundles, it’s essentially like a free advertising spot.
– It is essentially a free defensive ad on your page. And even if you don’t see synergies between the two products, we recommend bundling them. Because a lot of times people will click on it, the bundle, go to the bundle listing and then click on the specific product and you don’t have to pay for those clicks. So, if you are doing any kind of defensive targeting campaign on your own listings with your other products, you should definitely do virtual bundles because you won’t pay for those clicks and you may actually start selling the bundles even if you don’t expect to.
– Definitely, and it works really well to, I mean really across categories, but when people are trying to really build out their brand on Amazon and, someone gets hooked on a certain collagen powder and maybe you have another supplement in the line and someone really likes that collagen. They’re willing to try out the other item that they might not have seen because it didn’t show up in the search results. And so it’s a great way to just expose people to a whole line of products.
– Now, there are some similarities for the virtual bundles to some additions to enhance brand content. And we will be doing a specific video on Enhanced Brand Content because we can dive into so many different aspects of Enhanced Brand Content. Just do keep in mind that Enhanced Brand Content takes the place of your product description, and you do have to be a registered brand to utilize this. So if you are not using Enhanced Brand Content, as far as product description goes, we really haven’t seen too many changes for what is working for those. I would say the big thing is just making sure it’s not a giant chunk of text.
– Yeah, again, always just think about you as a shopper, like what would you wanna see on a listing. Another obvious place to max out the character limit, but you wanna make sure that you’re putting it in paragraphs and that it’s pretty easy to digest and that it’s all very relevant, even as you are including all of the keywords that you wanna be indexing for.
– An easy way to break that chunk of tech stuff if you do really wanna maximize that description is through HTML spacing. There are different ways for you to space and bold parts of what you wanna call out in the description. And again, it just breaks it up. So it doesn’t look like a giant chunk of text that somebody is not going to want to read.
– I think there are some good templates out there for the HTML stuff. It’s pretty simple, but if you’re not super tech savvy, you can still figure it out.
– Yeah, very DIY friendly. We highly recommend putting HTML some spacing and bolding of your description if you’re not going to use Enhanced Brand Content.