Amazon search has outstripped Google when it comes to product search. Customer reviews and other information regarding the article requested are mainly searched for on Amazon. And anyone who wants to sell on the Internet cannot ignore Amazon.
55 percent of the consumers search for products on Amazon instead of Google.1
Nine out of ten consumers check for products on Amazon even if they intend to purchase it on a different website.2
58 percent of the consumers turn their backs on online shops if they have had bad customer experiences there and will turn to Amazon instead.3
With over 488 million products (US market)4 the findability of one’s own items on Amazon is essential. Who wants to have items listed on page 25? This is why we have put together ten tips to help you improve your product ranking on Amazon.
1. Amazon SEO – Placing the right keywords
The Amazon search engine is merciless. It will only list your item if it contains all the search terms the user has entered.
Example: The consumer is looking for a “flat radio-controlled watch in gold with a leather bracelet”. Your watch will only be listed if the item you are selling contains the following keywords: flat, radio-controlled watch, gold, leather bracelet. The search engine ignores filler words such as “in” and “with”.
The Amazon search evaluates the various information fields of the product. These are: the title, enumerations, description, search terms, name of the retailer, brand and other product information such as color. It does not matter where the keywords are located. They simply have to be included.
You are not sure what terms the users will use to search for the item? Check that out on Google. Sometimes using the words that Google suggests when you enter a product name is sufficient. Additionally, you can use the Google Keyword Planner.
Note: Always remember to mention your product’s special features.
2. Using search terms correctly
You will find the tab “search terms” in seller central. You can enter whatever keywords are relevant for your product here.
You ought to be aware of the following:
Platinum keywords are only important for retailers with a platinum status. If you do not have a platinum status, please ignore this field.
Several terms can be entered in each field. Simply separate them with a blank space.
If terms appear in the product title or in the product description, you do not have to repeat them here. Duplicate keywords are not of benefit.
Amazon treats all keywords equally. The order does not matter.
No distinction is made between capital and small letters.
Make use of colloquial and typical spelling errors. The user cannot see these keywords. Therefore, use colloquial terms for instance “flat screw” instead of “Allen screw” or “yardstick” instead of “double meter stick”. Typical spelling errors such as “to” instead of “too”, or “bass” instead of “base” can be used here as well.
3. Amazon SEO – Test niche keywords
Some keywords have a lot of strong competition. If you are also using them, you will have barely any chance at getting a good Amazon ranking. Therefore, look for niche keywords. What other terms could consumers use to find your product? Optimize your keywords, the product description and the article description etc. accordingly.
There might even be certain application areas that your product fulfills, but which your competitor has failed to mention. Then highlight these application areas.
Example: You are selling adapters for camera lenses. Your competitor only mentions the same two manufacturers and models that can be used with the adapter. However, there are many more models and manufacturers. Make sure that they are explicitly named on your article page.
4. Amazon SEO – Optimizing product titles
Optimized product titles incorporate keywords, brands, product features as well as good selling points. They consist of a maximum of 200 characters. Use them as effectively as possible, but never fill the title with empty phrases.
An example of a good product title is:
An example of an insufficient product title is:
5. Amazon SEO – Make use of bullet points
Tap the full potential of the five bullet points. Place the right keywords and keep the user in mind. What information does the user want to get? Bullet points generally ought to include a combination of product title, various features, size, weight and ought to mention the functions and benefits of the article.
Example of good bullet points:
Example of insufficient bullet points:
6. Amazon SEO – Use high-resolution images
Product images are one of the most important factors in online shopping. Purchasers cannot “touch” the items the way they would in a store. These product images should therefore be higher than 1000 x 1000 pixel. If they are higher than 1500 x 1500 pixel Amazon automatically scales them down. High-resolution images enable consumers to get a good look at all the details of the item. In addition, you can provide different views of the article (side, front, rear, certain details, etc.). Select an appealing initial image. It will appear in the product search and encourage the customer to click on your item.
7. Amazon SEO – Product descriptions contribute to purchase decisions
Pictures are certainly the most important factor when it comes to a purchase decision. However, when similar articles are being offered, the product descriptions are critical in making a final decision. Therefore, never ignore product description texts. While bullet points are about the facts, product descriptions can address the consumer’s emotions. Highlight the positive features of the article. Convey a good feeling.
The article description should always be clearly structured. Use subheadings, clear paragraphs and short sentences.
High-quality product descriptions demand a lot of time and effort, but it is worthwhile. In addition, there is no need to write the texts yourself. These tasks can be outsourced to text-writing agencies. Find out about the service Product Descriptions by clickworker.
Example of a good product description:
Example of an insufficient product description:
8. Be honest
Amazon lists products higher according to how well the search terms fit, how well the product sells, how often the product is clicked on and the fewer returns it has. Therefore, always be honest when entering information. If you only sell an item because of false claims you will soon have many returns. And your Amazon ranking will sink.
9. Make use of negative feedback
Negative reviews are annoying, especially if they are unfounded. However, some of them have the potential to improve your Amazon presence.
Perhaps a certain item was not as good as expected. Then you can take it out of the program. Maybe the product description is ambiguous; you can make changes to the description. Maybe your customer group needs a hotline for service questions because it has a hard time dealing with online forms. There is a lot to be learned from negative feedback. However, it is important to react to the feedback. Keep in mind: A retailer who only receives positive feedback often sounds implausible to most customers.
10. Offer Prime
Amazon Prime customers are more likely to purchase from sellers who offer the prime service. It gives them a feeling of reliability and speed. In addition, they want to make use of their fee-based status. Be sure to offer Prime if you can. It will greatly increase your sales.
1. State of Amazon 2016, http://bloomreach.com/amazon/, 20.03.2017.↩ 2. Ebd.↩ 3. Ebd.↩ 4. Amazon doubles its range of products, https://de.statista.com/infografik/4358/anzahl-der-bei-amazon-angebotenen-produkte/m, 20.03.2017.↩
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