How To Optimize Amazon Listings To Increase Organic Growth
In this podcast, Kris Gramlich and Dustin Kane welcome back Amazon listing expert, Megan Stanczak to discuss her strategies to optimize Amazon listings to increase organic growth for sellers. Megan helps product-based brands achieve steady and sustainable growth as Amazon sellers.
Find out more: Stanczak Retail Consulting
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How To Optimize Amazon Listings For Your FBA Products
– Hello, everyone, and welcome to episode 101 of “Two Amazon Sellers and a Microphone,” brought to you by Sellozo. Today, Kris and I are pumped to bring back onto the show, she was on episode 24, but joining us again, Megan Stanczak, from Stanczak Retail Consulting. What’s up, Megan?
– Hey, how are you, Dustin?
– Doing great, doing great.
– Thanks for having me back.
– Absolutely, we were just talking about how time is flying. Because it seems like we just talked to you, but it was way back in October, which is crazy. And a lot of, you know, it’s just the way it works. And things change so fast in the Amazon world, there’s been a whole bunch of different things to talk about since the last time we chatted. But we are, we’re glad to get you back on. But real quick, before we do, before we go into just our conversation, why don’t you, anybody that didn’t listen, let’s talk, tell a little bit about yourself, and how you got in the Amazon space, and what you’re doing with your consulting firm.
– Sure, so I own Stanczak Retail Consulting, and I help small brands and private label sellers, help to list their product the right way on Amazon. So, we do all the SEO stuff, all the organic optimization. And then we lay out strategy as to how to grow past that. So, after we’ve done all the on-page SEO, what are those next steps to take? I started selling on Amazon, oh my god, over a decade ago, for the, I worked for a small e-commerce sporting goods store. And overnight, Google made a change to their algorithm, and we lost 50% of our sales, so we really quickly had to react and figure out, “Where are we gonna sell to make sure that “the business and the employees “that this small business supports “continues to stay in business?” So, you know, the co-owners and I, we just quickly threw up all of our products onto Amazon, thousands of products, and were shocked at the sales that came in. So, we were like, “Hey, we gotta put “all of our efforts into growing this thing.” And we didn’t know what we were doing, so it was all trial and error. And, you know, over the years, we learned what to do, what not to do. Got us suspended a couple times, either ASINs, or got into trouble with our account. So, we really figured out the right way to grow, and to make a profit, right? That’s the hard part on Amazon.
– I gotta touch this now, ’cause that’s a real, it’s interesting… I mean, I think this is good, interesting about all businesses. Sometimes, those crises happen, and it forces you to pivot, and it’s a benefit. And so, this, where you lost traffic from Google overnight, how you had to pivot and shift, but man, that took you guys onto Amazon, probably way before a lot of other people, and that was probably a massive benefit in the long run, to have that outcome.
– Totally, absolutely, yeah. Yeah, and as we continued to sell, and we were like, “Oh, our business has taken off on Amazon.” After a few years, our business started to decline, and we couldn’t figure out why. We were like, “We’re doing everything right. “What’s going on here?” And it was just, there was more and more competitors. So, I’m seeing that a lot with some of my clients who have been selling on Amazon for a long time now, they’ve been struggling with that same problem.
– Let’s touch base on that. You mentioned you’ve got some clients. What’s going on? I know we talked a little bit about, on episode 24, back, gosh, that’s been, we just talked about it a little bit, that was eight, nine months ago, that’s crazy. But, yeah. What are you doing now with your clients, in your transition to your own agency?
– Sure, yeah. So, you know, we’re seeing a lot of small businesses who are calling us, emailing us this year, saying, “Hey, I need your help. “You know, I need you to optimize my listing for me.” Last year, it was a lot of one-on-one consultations. Everybody was trying to DIY it. And, you know, we were in crisis mode because of COVID, and nobody wanted to spend the money for a service that was done for you, but they wanted to learn how to do it themselves. So, we were doing a ton of consultations last year, I created an e-course last year to get to sellers who really had a lower budget. But this year, everybody’s like, “I don’t want to do it myself! “Can you do it for me? “I got my check in the mail from the government, “and I’m ready to invest.” So, that’s really where we are now.
– I think we’re seeing the same thing on our end, as far as PPC goes. We had a lot of people trying to figure out Amazon ads, and we’d get a lot of one-on-one calls with them. And now, they’re coming back, thinking, “Hey, can we do this expert support, “where we just get rid of it, and you guys do it?” ‘Cause they’ve been through it, and they’re like, “I don’t want to do this anymore.”
– So, maybe we should make some type of e-course book, Dustin, where we, just like, “Here’s what you do!” So, is that why you created that? Is that why you created that little ebook course, or e-course, just to kinda give an initial, “Here’s initial help to kinda get started”?
– Yeah, “Here’s some help to get started.” And, you know, just for some of those smaller businesses who were either just getting started or really could not commit money during a time where a lot of businesses couldn’t commit money. I just wanted something that was easy access for them, something that was valuable for them, something that could help them move forward in their business, but not a huge investment, right? I also offer a one-on-one, eight-week training course, that’s, you know, a few thousand dollars. So, the e-course is something that offers the same type of material. Obviously, it’s not customized to your business, but, the same type of learning material, at you a reasonable price, that can really help you propel.
– Well, I think it gives them an initial thing.
– I think there’s something to that, too. As soon as, we could take PPC as an example, as soon as you start educating yourself on it, you realize how much that help is worth. When they learn what they’re doing, you’re like, “Okay, I didn’t realize there was so much involved in this.” And same thing with creating listings, there’s so much involved in it. And especially for people that are out there, I’m, you know, ’cause you touched on this a second ago, where you’re talking about, you’ve had clients where, now, there’s more competition in their space. They’ve maybe been kind of coasting along with some, you know, some stable sales, and now, more are in their space. And so now, unless they do something, if they just spruce up their images. I’m a total, I’ve done that myself wrong, so many times, getting comfortable with a listing and not keep trying to optimize it, and then you get burned by competitors. I’m sure you’re seeing a lot of that, and I’m sure you’re seeing also a lot of people that are in the space for the first time. They’ve been in traditional retail, and now they’re trying to be on Amazon. And there’s a lot, I’m sure there’s different strategies you have to employ there, as well.
– Absolutely, absolutely. You know, I have clients who have been selling their product for decades, but they’re just now starting in Amazon. So, they’ve got all the content. They’ve got all the images, they’ve got really great quality images, they just don’t know what they’re doing on Amazon, which is so fair. It’s pretty complicated when you first log into Seller Central for the first time, and you’re like, “What the hell am I supposed to do?” So, I’ve got clients like that. But then I also have clients who kinda do know what they’re doing with Amazon, but they just need somebody else to take it over. They’re a one-person show, kind of like me. You know, I don’t have employees. So, they’re a one-person show, and they just need to contract that work out to someone else.
– Yeah, and it can be overwhelming. I mean, I’m in the process right now of making a couple listings. And every time I do it, I’m like, I remember, I’m like, “There are a lot of steps involved “in creating this listing, “and doing it all right.” But let’s touch on, let’s jump into this topic, ’cause I think this is interesting, is, a lot of people, they get the concept of making a good listing, they get the concept of running ads to try to grow, but there are strategies to enhance your organic growth, just based on, I’m sure, just enhancing the optimization of your listing, and targeting certain things. Let’s talk about things that you can do to get more organic growth for your products.
– Sure. So, you know, the one thing that I see that most clients don’t know how to do, and they haven’t, or if they do know that they should be doing it, they don’t know how to go about doing it, is keyword research, and then just implementing that effectively into the listing. Keyword research is really the tricky one, though. If you’re not on Helium 10, get on Helium 10. It’s totally worth it. And, you know, I think they have a free first month trial, or whatever. So, even if you just need to go on there for the first month and do some keyword research for, maybe you only have one listing, right? They’ve got training videos in there that are super helpful. But, you know, keyword research is really the big miss that I see. And then, again, getting those keywords, and the right keywords, into the product title, the bullet points, the product description, and other areas, like search term field, subject matter fields, all that good stuff.
– We talk to sellers, I know we say this a lot, we talk to sellers every day, and it blows my mind, ’cause we’re in this space, but it still shocks me when there’s people like, “I’ve never heard of Helium 10.” I’m like, “Where you been? “Where you been?” They’re everywhere. But you’re right, it’s a great tool to do just keyword research, figure out what your competitors are ranking for, or indexing for. And then you can kinda model your listings after those keywords that your competitors are doing. And this goes hand-in-hand with PPC. If you have a bad listing and you don’t take the time to do it, write a title, and write bullet points, and, good descriptions even, now, and I’ve even heard that say your enhanced brand content, or A-plus content, whatever they call it, when you put the keywords in those, that’s even getting some type of indexing. So, if you don’t do that stuff, it’s just, you’re hurting yourself. So, that’s super important.
– It’s a foundation. It’s a foundation, right? So, if you build a house with a shitty foundation, it’s going to fall down.
– Fall down!
– It’s not gonna last, it’s not gonna be sustainable. You have to do, it’s annoying, it’s not fun, but you have to do it in order to sustain that business long-term.
– I use the analogy, keep your, look at your listing as your office. You want to make it really nice and clean. I had a guy say, “Well, my office looks like crap, “so I don’t care what.” I’m like, “Okay, better analogy, how about your house?”
– Wrong analogy for him.
– Yeah, yeah, right.
– But you’re right, though.
– Yeah, and you make a good point about how other things won’t work. ‘Cause you see it all the time, where people, someone launches an ad campaign, and then the first thing they come to us is, “Why are my ads not showing for these keywords?” Well, it’s like, “‘Cause you’re not indexed for them, “or you have a bad relevancy score for them.” You got to work on your listing a lot. If you’re gonna target those things, Amazon’s not just going to show you just because you’re bidding high. They want to show something that’s gonna convert to a sale, so that’s critical.
– Yeah, you guys send me clients all the time where it’s like, “We won’t work with you yet “because you are not optimized.” Because you know, yeah, I mean, you know if they’re not optimized, the advertising performance is gonna be terrible. So, you know, you gotta get that stuff in line in order to effectively spend advertising dollars. You’re basically just throwing money out of your window if you don’t optimize your listing first.
– And I think people miss the point. They throw a product up, they get the listing done, they just throw it together, and then the next thing they think that they need to do is advertising. Amazon’s getting a little bit better. They’re kind of listing quality score, or a listing grading scale to give you an idea of, “Hey, you maybe need “to remove this search term or add more keywords here.” So, it’s getting better, but I wish it was more front and center. When you go launch an ad, they scan your listing and say, “Nope, can’t run ads yet. “You need to do this. “You need to do this,” or something. ‘Cause it is, it’s hard to, hard to scale a product page when the page doesn’t have any bones behind it, it just looks terrible.
– Right, right. And especially those new pages, right? If it’s a brand new product, there’s no reviews, the images, there are images, and they’re good images, but there’s not a lot of them. You know, conversion rate’s so important to your SEO, but also to the person who’s buying your product. So, if they’re looking at a listing that’s not really informative and can’t get the point across to them as to what it is and how it’s gonna help them within a matter of five seconds, they’re gonna leave the page. So, all that’s really important, and it’s something that I work with my customers on, as well.
– I know we touched on it in the past, of titles, bullets, images. They all kind of go together as one. I’m gonna kinda put you on the spot. If you had to go spend the money and invest somewhere, are you going more kinda title and bullet point side, or are you spending more of your money on photos, and getting the right photos, and portraying the right message there?
– So, in terms of spending money, photos, right? Your title is equally as important. The title and images kind of go hand in hand. But in terms of time commitment and money commitment, your photos are gonna take, really, a big chunk of that. Title, you can DIY it if you understand how to do that research. Plus, with the minimal investment of Helium 10, and watching a few of their training videos, you can figure out the title. But images is where you’re gonna need a professional, right? Not everybody knows how to take a product image. Not everybody knows the right lighting. We can all try to do that and watch some YouTube videos, but at the end of the day, most of us don’t have the equipment. The photos is really where you want to invest.
– Yeah, that’s a skill. I mean, there’s people that have the right eye for that, where they can stage a product, like you’re talking about, lighting.
– Dustin’s son is all into that! Huge!
– My son who’s 14 absolutely loves Photoshop, and has been working on this, so I’m actually kinda lucky.
– He’s now my department. And he’s getting better and better and better, and he loves it, and I’m just encouraging it. And every time he does something, I think, “Number one, there’s no way I could have done that. “Number two, how did you know “to lay it that way so it would look,” I mean, it just really, I think there’s a skill there, that people have an eye for it. And, yeah, I mean, I’ve paid a lot of money for pictures before he did that. And if you don’t have that, you should pay for it.
– Yeah. I might need to hire him, Dustin.
– Yeah, he would love that!
– He would, he loves it!
– Yeah, and he’s getting better and better. It’s fun, because I’m, I’m not artistic in that way. And so it’s fun to see that he has that, and it’s a good combination, and he’s getting, getting his feet wet now in this world, in this business.
– Good for him, good for him.
– But it is… It’s so important to the listing. I mean, what-
– Oh, yeah.
– Let’s just say, let’s do some examples. What have you seen, when you make a change to some, let’s say it’s been a client, or someone who’s had a product for a while, and they just need to spruce it up. I mean, when you change images and titles, are you seeing, without ads and other things, just a big boost in their organic rankings, or sales?
– What’s the main driver? Some things, what are you seeing that you’re doing that’s making those boosts?
– So, obviously, the keyword optimization, definitely. And then, and the initial boost, right? So, you got the keyword optimization. A big one is… If your ASINs are individual ASINs, and they’re not linked in a parent child relationship, and they should be, that’s an instant boost in sales. Instant. I do it, and within a few hours, I see sales increase. And it’s, takes very little effort. It’s a little complicated, it’s not the most user-friendly feature in Seller Central, but that instantly will see an increase. I think things like images, product reviews, all that stuff, that’s gonna be the kind of thing that maintains your increase, and your exponential increase in sales over time. But in terms of your instant increase, it’s gonna be your keyword optimization and linking any ASINs together that should be linked together.
– And are you doing that, you probably are, with flat files, and just doing bulk updates, or are you going straight to Seller Central and doing it on the Listing page?
– I do. I’ll do the bulk updates. I’m just more comfortable doing that. I always tell sellers, you know, “If you’re more comfortable doing it the manual way, “by all means, do it the way that you’re comfortable with, “just because it could create more errors “and issues for you down the road. “But for me, I’m more comfortable with the bulk upload.” When I start doing it manually, I’m like, “Wait, what am I doing?”
– Yeah, and I’m the opposite. If I do bulk, I’m like, “I don’t know what I’m doing,” I feel like I’m gonna mess something up.
– I know. It’s so funny how important that is, and how easily, I freak out when I do something. I’m like, “Oh god, this listing’s a goner. “If I push this button, “there’s 500 reviews out the window, I’m losing it.” You always get nervous when you try to link them up and stuff, but it works every time.
– Yeah, it always works. I know, I still get nervous, too, especially when the listings have a lot of reviews, like you said. I’m like, “Oh my god, please work.” But I know it’s going to work every time, right? It’s just that, you know.
– And it’s always at the end of the day.
– That one glitch.
– I like the-
– That’s how scary it is. One delay, you’ll submit it, “Oh, 15 minutes, an hour?”
– I will say, a good tip is to, if you’re worried about that happening, take a screenshot of all your ASINs in Seller Central. That way, if it does happen, and for whatever reason, it creates a new ASIN, and you want your old ASIN back, you can just go to Add a Product and plug that ASIN in, and everything’s still saved in the Amazon catalog, unless you deleted it-
– Yeah, that is a good tip.
– Which, don’t delete things unless you’re confident of what you’re doing.
– I’ll tell you what, I think that that is my number one stumbling block, and what holds me back, is, I’m always concerned that something’s gonna break if I do this. So it’s not, and whatever it is, it’s like, changing images, I’m like, “Oh no, they’re gonna all be in bad quality.” But I’m getting better at that as I go on. But it’s interesting. It can hold you back when you do that.
– Just always have a backup. If you always have a backup, like the screenshot of your ASINs, a backup of your images, a backup of your content. I always screenshot the content or copy and paste it into a Word document, just so that if anything is lost, you have a backup.
– That’s smart.
– And something I’ve been hearing is, there’s, and you may have seen this, or you may have been dealing with this, but I haven’t personally had this attack, but it’s where somebody can literally change your listing, and add banned keywords or something to your search term field, and then your listing gets suppressed. Then, you gotta prove to Amazon that it wasn’t like that, or something. I’ve been hearing where there’s been a lot of black hat going on, where people’s listings all of a sudden get flagged as adult products, and then their listing goes down.
– Oh, man.
– And a way to prevent that is to download the listing, or something, to keep it as a backup. That way, if that does happen, you can just upload the bulk file again, and get reinstated. Or, I’m not sure. Are you seeing that on your end?
– No, I’m not seeing that on my end, but I work with mainly brands, trademark registered brands, right? So, they’re Amazon brand registered owners, for the most part. So, that’s not happening to them, because they don’t have other sellers selling their product. They’re not selling their product wholesale. Or if they are, they’ve got a no third policy, or a no third-party marketplace policy intact, so, they don’t have other sellers on their listing. But, you know, that would be a good strategy, to just have a backup of the legal content that you can upload. You know, I always recommend, if you are a brand owner, to really have a solid no third policy, no third product marketplace policy, so that your wholesalers are not allowed to sell on eBay, Amazon, Walmart. They’re allowed to sell on their websites, but not on those third-party marketplaces. It just, you’re kinda flushing margin down the toilet when you do that.
– I like the, your initial point that you brought up about merging listings if there are variations. I think for a lot of newer sellers, they don’t understand the importance of, I mean, variations is always a million times better than having them separate. I mean, you get so many benefits. Combined reviews, your traffic, you know, if you’ve got a product that’s a hero product out of the variations, your conversion rate’s gonna go higher. There’s all kinds of things that are better with that setup. So, it’s a good point you brought up. I think that, for anyone out there who’s newer, that’s critical. Make sure you set up the things as variations.
– I get torn on that-
– And some new sellers, oh, sorry, go ahead, Kris.
– You go ahead, go ahead.
– So, I was just gonna say, some new sellers don’t even realize that that’s an option, or they know it’s an option, they just don’t know how to actually execute it.
– Yeah, I was just gonna say, I get torn on that, ’cause there has to be a point where you split that off because you want to take over more real estate for that particular keyword that you’re going after. And maybe I’m thinking about it wrong, but, you know, if I’m selling a dog brush and I got different colors of it, and I’ve got, now, I’ve got a thousand reviews on the listing, I could potentially take those variations off of the parent and have four individual products on page one, instead of having just one on page one. So, I don’t… I don’t know. I don’t know if that’s the right angle to go.
– So, you could do that. I think Amazon frowns upon it, so you kinda want to be careful there. You don’t want to really get in their bad graces. You know, I’ve not seen someone do that and then also get flagged for it. So, again, it’s probably something you could do, it probably falls in the gray hat area. What I do is I teach the, the by the book Amazon strategies, right? Because I’ve seen accounts lose a lot more money than they would have made by doing the things that are kind of crossing the line a little bit, in terms of Amazon policy. It’s just, in my opinion, it’s not really worth it.
– Yeah, interesting. Well, so now, let’s talk. So, that’s good for the organic search, but actually, I do have another question about the organic. How important are all the backend keywords? There’s lots of fields that you can fill out in here. There’s intended use, who’s your target audience. Even things like other attributes, which is like, what is that? These are fields that you can enter, and subject matter. When you’re filling these out, is there some technique that you’re using, or are you just putting the most obvious thing there? The target audience is, you know, female adults, or whatever, is the product. What’s your strategy on all that backend stuff?
– So, it depends on the field, right? So… I always say fill out as many fields that are as relevant to you and your product as possible, right? There are some fields in there that have valid values, or a dropdown option that’s not gonna make sense to you. So, for example, in the grocery category, I have a client who’s selling mushroom coffee. And I think one of the, one of the fields is, I forget what the field name is, but it has a list of valid values, meaning that you can only select something from that list, and it’s all different types of cheeses. Obviously, that’s not going to work for them. So, skip over that field. Any field that does have a valid value and is relevant to your listing, you want to make sure that you’re picking the value that’s most relevant to you. Because what that is is, it ends up being a filter for the customer. So, if they’re shopping, and they’re filtering for something they specifically want, and you’re in that category, you’re gonna most likely show up in the search, whereas you wouldn’t if that field was not filled out. And the more relevant of customers that you can get on your product, the chances of your conversion rate going up, you know, are much better.
– Have you seen just, just improving, or adding keywords, or any of these things on the backend, make an immediate bump for a client?
– It’s usually not as immediate as the front end of the listing. I do it all at the same time, so… In the same week, right? So, first, I’ll do parent child variations. Then, I’ll do your title, bullet points, product description. And then maybe the next day, I’ll do search term and backend fields. So, generally, I don’t see as much of an increase after I do the search, term backend fields as I do with the keyword implementation and the parent child variations.
– Interesting. Yeah, there’s, I’m looking. I’ve got one of my products, I’ve got one of the listings pulled up on the backend. I’m looking at all the different fields you can fill out, and it’s so many.
– Yeah, and it’s different by category, too. So, I’ve got, I’ve seen some categories where there’s not much to fill out, and some categories where it just goes on and on and on. I think Grocery is one of them, where there’s just so many fields to fill out. But it’s worth your time to go through and just make sure you’re selecting what’s relevant to you. There’s also some fields like subject matter fields where you can plug in keywords. Helium 10 offers some really good information on how to do that in their Scribbles training video.
– And is more always better in those fields?
– It depends on the field, right? So, fields like, if you have access to the ingredients field, or indications, or directions, not every category does, but where you do have access there, more is better, because those are almost like additional product description fields, right? So, the more keywords that you can get in there, those are gonna be customer-facing fields, so the customers will be able to read what’s in there. You know, that’s just an extra boost in your SEO for those types of fields. For other fields where there’s valid values, it’s like you have a limit, right? You can either, you can usually only select one or up to five.
– Interesting. All right, let’s talk now, just real quick, we’ll finish up with the actual listing optimization. We’ll go through each one, one by one, title, images, bullets, and descriptions, and just go with your easy win, what your focus is when you’re going on those. So, what about the title? What’s the most important thing about the title that you have to get right?
– So, you have to have your most important keywords, and keyword phrases, that’s really key here, intact keyword phrases in your title. So, you know, the keywords that you have the best chance of ranking for, and then that also are highly searched should be in your title. You also want to have them throughout the rest of your listing, but especially in your title.
– Do they have to be in order of the phrase that, what if you were selling a, I don’t know, a dog leash for poodles, let’s say, and you’ve got “Dog leash,” and then at the end of your sentence, there’s “Poodle.” I mean, is that take, is that messing up your phrase? Does it have to be all intact, like you’re saying?
– So, the phrase has to be all intact, yeah.
– So, if it’s like, “Dog leash poodle,” which doesn’t really make sense to the reader, that might be a good keyword phrase to put in your subject matter field. And choose, you know, “Poodle dog leash” instead for your title, if that’s a really highly-searched keyword, as well.
– That’s interesting. That’s a good tip on how to do your backend keywords, is rephrase everything.
– Right, right. So, the stuff that doesn’t make sense to a human, put them in your backend fields, and then go with what makes sense from a reading standpoint for your title.
– Perfect. All right, number one tip for images. What do you have to get right?
– Images. So, you really want to reflect, I always say, reflect what you have in your bullet points in your images. So, I mean, use text overlay on your images, because Amazon customers specifically are not going to read your bullet points. They might scan them, but they’re not really gonna read them. They’re gonna be focusing on the images. I mean, just think about when you shop on Amazon, right? You go to the images, you look through the images. You might scan through the product page to see if something jumps out at you, to say, “Hey, yeah, this is what I should buy.” But you’re gonna spend most of the time in your images. So, make sure you have text overlay, and make sure you have infographics, so that some of that reading that would be in the text, that is valuable, but you know that the customer’s not gonna read, put that as text overlay on your images.
– That’s a really good point. That’s something I’ve been experimenting with. In fact, we were talking about this new product. My son was making the listings, or the images. We actually were trying to almost make the images like a tutorial on how to use the product, ’cause, and it showed you almost the directions. And it was like you’re talking about, it was basically like a reflection of the bullet points. And that’s sort of the first time that I’ve experimented with that, because I’ve noticed that, on a lot of other listings, I’m like, “There is a lot of infographics and texts.” And they’re not only just telling you about the product, but how to use the product, and, you know. So, that’s a really good point.
– Yeah. Yeah, it’s good for accessibility, too, so, that’s always something to remember.
– Bullet points, most important thing.
– So, bullet points. I always like to start off my bullet points with a all-caps phrase, either a keyword phrase, or it doesn’t have to be a keyword phrase, that just points out your main selling points, quickly just lets the customer identify what the product is, what the benefits of it are, who it’s for, and any other special selling, main selling points. Having it bolded in the front part of that bullet point before you go on to explain the rest of the selling point, it just allows customers to scan, right? Like we mentioned earlier, customers are gonna be scanning anything in the bullet points and product description, so making it easy for them to scan is really important.
– Very good. And now, last, description, slash A-plus content. I do have a question about the description, ’cause this is something that everyone’s talking about right now, is Amazon, with their HTML, knocking it out. We don’t know, I don’t know what’s gonna happen. I have HTML in a lot of my descriptions, so, I gotta figure out. I was just talking to Kris about this, also, earlier. I was like, “Are you taking your HTML?” I mean, it’s just line breaks, and, I mean, it’s nothing really making it look good, it’s nothing major, but… So, two things. If you have A-plus content, are you still super focused on the description and making it right? And then, what are you doing about HTML?
– Sure, so the HTML, I’ve been on the soapbox, screaming about this since they announced it. So, I’ve been annoying my email lists about it, I’ve been annoying my Instagram followers about it. So, basically, what Amazon’s doing is, as of July 17th, which happens to be my birthday, so I will remember-
– They are no longer honoring HTML formatting in their product descriptions. So, what that means is, if you have line breaks in your product description, if you have bolded words in your description, any of that formatting that makes it easier to read, that’s gonna go away as of July 17th. I don’t know if Amazon’s gonna penalize sellers for it, but they’re just gonna take it out. So, it’s going to just be a giant, big blob of text that no one’s going to read, whereas before, maybe a handful of people were reading. But now, nobody’s gonna read. So, to me, and that kinda makes me go into this A-plus content thing, is, to me, that makes A-plus content even more important. So, that product description is now no longer valuable to the reader and to your customer. That A-plus content is the way that you get informative information to your customers in a way that they can actually read through it, and read through it in a way that’s not like pulling your eyeballs out. So, you know, focus on A-plus content if you have access to it, I think is really important. And if you are trademarked and you don’t have Amazon brand registry, just get registered. It’s free, just do it. It’s not complicated, it’s pretty easy. And then, you have access to all sorts of things, A-plus content, branded storefront, brand analysis reporting, you know, I could go on and on.
– I’ve seen some cases. I’ve seen it, people mentioned also on social media that they’ve seen where the A-plus and the description have shown on a listing at the same.
– Oh, wow, I haven’t seen that yet.
– Which, yeah, that’s, I don’t know-
– That’s interesting.
– I think it’s by category. I’m looking at a few good listings now, and yeah-
– Yeah, that makes sense.
– I don’t know if that was temporary or not, but-
– Or maybe it was a glitch. But I’d seen that, where, I saw some screenshots where it was showing the A-plus content and the description.
– Could also be a timing issue, too, if the A-plus content just got approved, and maybe the-
– Oh, that’s a good point.
– You know what I mean? It could just be a timing thing.
– I don’t know why they’re taking the HTML out. I mean, they were only allowing you to use the basics anyway. And it looks like garbage.
– You know why they’re doing it? This is my theory. They want brands to get on there and brand register their product.
– [Kris And Dustin] Mm-hm.
– That’s what they’re doing. So, you know, it’s… To me, it’s really an incentive for their brand registry program.
– So, now, the description, is that just where you put every possible keyword that you need to rank for, in there?
– You’ve got a lot of room to write! You can write a lot.
– I generally try to get more keywords in the title, the bullet points, and then if you have access to those indications, ingredients, description fields. Because if you do have A-plus content, your product description’s gonna go away. And your A-plus content isn’t indexed, so what that means is Amazon’s search robots won’t scroll and crawl that to say, “Oh, there’s keywords in here.” In the backend of A-plus content, where you plug in the images, there’s also a place where you can plug in meta tags. And you can use keywords there, but you just don’t have as much space as you would in product descriptions. So I always say, you know, go crazy with the keywords. Not too crazy, don’t keyword stuff, but go crazy with the keywords in the title, bullet points, and other fields that the customer can see before you do that in product description, especially if you’re gonna replace it with A-plus content.
– That is good stuff. So, anybody out there who’s listening right now, and they were going to bootstrap this whole process, and they’ve been listening to this, and they’re like, “Okay. “No, I’m not gonna do this on my own. “There’s too much,” ’cause we barely even scratched the surface of what goes into the listing. But tell them how they can get in touch with you, for your help.
– So, go to my website, www.stanczakretailconsulting.com. You guys have the list, put that in your show notes, ’cause I know it’s a mouthful. Not many people can spell Stanczak, so. So, go there, sign up for my email list, and also sign up for my first training for free from my e-course. So, I offer my first training as a download for you guys. When you get to my website, you know, you’ll get one of those annoying pop-ups, and that’s where you can get it from. But, I mean use it. And then from there, you know, if you want to learn more, you can either work with me by scheduling a call. There’s a contact me form on my website, and we can hop into a discovery call, talk about how I can support you. If you want to DIY it, I say the best way to do that is, you know, purchase my e-course. And then if you still have questions, we can do one-on-one consultations. That’s probably the most cost-effective way for some businesses out there.
– That’s fantastic. I encourage everybody to absolutely do that. Go check out Megan, her work is amazing. And especially if you’re looking to ramp up your advertising, or to start advertising, or you’ve got a, getting ready to book a demo with Kris or I, to talk about Sellozo, make sure you have this crossed off. You need to have this done right. Your ads are gonna perform a million times better. You’re just gonna set yourself up for success on the platform. So, definitely check out Megan and all of her great work. And thanks so much for coming on. We really appreciate it. We’ll get you back on again soon. It might be six months from now, and it’ll seem like two weeks, just like it did last time!
– Yeah! Sure, absolutely! I love being on here with you guys.
– Well, we love having you, too. We appreciate it, and thanks for joining us. And everybody who’s out there listening, if you like great content like this, make sure you’ve subscribed to our podcast. It’s on whatever platform you listen to podcasts, we’re on all of them. So, please subscribe to it. Leave us a little review, we’d love that. Love to hear what you think about what we’re doing. Also, you can subscribe to Sellozo’s YouTube channel Sellozo’s Facebook page, Sellozo’s LinkedIn page. We livestream these videos to all of them, as well. So then, turn on notifications so you know when we’re going live, too. It’ll be great. Anyway, thanks for joining us today. Thanks, Megan. And we’ll be back at this again tomorrow. See ya!
– Thanks, guys, see ya.