Understanding the Importance of Listing Optimization on Amazon

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Meliora Marketing
  • Date Published
  • Categories Blog, Guide
  • Reading Time 5-Minute Read

If you want to distinguish yourself from other sellers on Amazon and get to the top, then optimization is a must.

Any Amazon seller has probably already heard the term “listing optimization”, yet many sellers don’t take this seriously. If you want to succeed as a seller on Amazon, then optimization is essential.

What Is Listing Optimization?

A product’s ranking on Amazon depends a lot on how its listing was built in the front and back end as well. The procedure and actions you take to alter your product’s listings as much as possible are called Amazon listing optimization.

A listing that has been optimized will have a higher click-through rate (CTR) and conversion rate. More sales and a higher ranking are the final benefits and results of optimization.

To ensure that your listings are optimized, you need to alter four main things:

  • Product title
  • Bullet points
  • Description
  • Images

Keywords and the number of reviews and ratings are also noteworthy.

Let’s examine the requirements that must be met for a listing to be considered as being optimized.

Product Title

The first requirement for a product title is to have a maximum of 200 characters. You should make your title descriptive, which includes using keywords and numerals (“2” instead of “two”), and avoiding ASCII non-language characters such as “e.g.” and “®.” The title should also not contain any decorative characters, as well as any promotional, subjective, or guarantee claims – for example, “Free Shipping,” “Best Seller,” “100% guarantee,” “Top Quality.”

Your product title should point out the basic information about your product. And that’s it.

Bullet Points

Bullet points or key features are an important part of each Amazon listing, and you can find them next to the images on the right side in a listing. The purpose of bullet points is to provide additional information about your product, convince your customers to buy the product, and increase your product’s visibility.

If you want to optimize your bullet points, ensure that there are 150-200 characters in each point – the maximum allowed by Amazon is 250 characters. Other best practices on Amazon are as follows:

  • Bullet points have their first part capitalized.
  • All of your bullet points should be approximately the same length.
  • Listings usually have 5 or 6 bullet points.
  • Use keywords in each bullet point.
  • Repeating keywords in your bullet points is a mistake

Product Description

The product description is a part of your listing that you can use to describe your brand history and the benefits of your product (as opposed to the features you’ve already mentioned in your bullet points). The description is also an opportunity for you to convince your customers that you are better than the competition. Remember to use keywords in your product description – just don’t repeating them unnecessarily.

The product description should not contain any prohibited claims, so try to check a list of prohibited claims before making your product description. Any use of prohibited claims will result in restrictions sooner or later.

The product description should have more than 500 characters, and you can go up to 1,000 characters, which is Amazon’s limit for descriptions.

Using A+ Content is highly recommended. A+ Content is a way to describe everything about your brand and product using enhanced images, your brand story, text paragraphs, product comparison charts, and a list of features.

Once you create your A+ Content and Amazon approves it, it will replace the default product description. This content will serve as your product description in a much better, featured, and professional way.

Images

To meet all of the requirements for images, ensure that you have the following.

  • High-quality images
  • At least 5 or 6 product images on your detail page
  • A video
  • The main image should include a white background and with only your product in it. Your product should fill at least 85% of the image.
  • The secondary images can show your product benefits, the product in use, other product details, a guarantee, and so on.
  • To make sure you have zoomable images on Amazon, create at least 1600 x 1600 pixels images (note that square images work best with the zoom option)

Keywords, Reviews, and Ratings

When creating your keywords, consider the following points. First, make sure you have backend and frontend keywords. You don’t want to repeat the same keywords in the frontend and backend. Keywords should be relevant and objective, and created and researched with specific Amazon keyword-related tools. They should also be integrated into your listings.

It is very important to encourage your competitors to research and monitor your keyword performances. Reviews and ratings create trust and confidence in customers. Products with positive results will encourage customers to purchase your product, especially those who are new to your product.

Enrolling customers in programs such as Amazon Vine is highly recommended as it will improve your product reviews and ratings.

Conclusion

Amazon listing optimization is crucial for increasing sales, conversion rates, search rankings, and click-through rates. There is no part of a listing that isn’t as important as the other parts of a listing. From the product title, bullet points, description, keywords, through to reviews and ratings, you must alter all of these parts of your listing if you want to distinguish yourself as a professional seller on Amazon.

Happy selling! Reach out if you need help along the way!

This article was originally published on the Meliora Marketing website.