Creating Amazon Listing: In 8 Steps to Increased Revenue on Amazon

1. What does Amazon listing mean?
2. What are the components of an Amazon listing?
3. Why is a good Amazon FBA listing important?
4. What is important for a good Amazon listing?
5. What should be taken into account with the Amazon FBA listing?
6. 8 steps to create an Amazon listing (article focus)
7. Conclusion

Our guest author Johannes Ander explains in this article how you can create your Amazon listing in 8 simple steps, and how to attract more customers with smart texts and successful listings!

Amazon is one of the largest marketplaces when it comes to selling products. With around 200 million Amazon Prime customers worldwide, the platform offers enormous reach for FBA users. Whether it's your own online store, selling dropshipping products, or distributing books, Amazon offers entrepreneurs the opportunity to get started quickly and easily.

However, with the multitude of products on offer, it is a challenge for many sellers to stand out from the crowd. Therefore, you need not only good products, but also a well-founded plan to be successful on Amazon! This includes an SEO-optimized listing including a top title description, clear bullet points, an excellent description, relevant keywords and above all a customer-centric visual language.

The higher the relevance of your listing and the greater the added value for potential customers, the higher you rank on Amazon. However, to remain continuously at the top of the search results, the Amazon listing must be continuously optimized. In this article, you will learn how you can increase your  Amazon conversion rate step by step, motivate customers to buy faster, and specifically distinguish your Amazon listing from the competition!

What does Amazon listing mean?

An Amazon listing refers to the product detail page ("Product Detail Page") of a product listed on Amazon. When you search for a particular item, like "men's moisturizer", several product suggestions are made. If you click on one of the suggestions, you get to the Amazon listing.

On the Amazon listing page, you will find the product description, product images, expanded brand content, such as A+ content with additional images and sales texts, customer reviews, price, and the buy button. Here you can put the product directly into the shopping cart.

Amazon, example: Nivea

Depending on the end device and view, the bullet points are fully unfolded and readable. This is followed by the product description and the extended brand content (Amazon A+ Content).

What are the components of an Amazon listing?

To make your Amazon listing easier to find and for customers to have an optimal buying experience, each product page should include the following:

• SEO-optimized product title
• Understandable bullet points
• Keyword-optimized product page
• Additional A+ advertising content
• Appealing product images
• backend-keywords
• Customer reviews

The better each individual point is worked out, the greater the chance of increasing the relevance and thus the ranking on the Amazon search results. This way you not only beat the Amazon algorithm, but also have the chance to increase your sales.

While you can directly influence the first six points, customer reviews can only be indirectly influenced. A very good listing, high quality of products and comprehensive service, however, automatically contribute to positive reviews. Increasing positive reviews have a direct influence on the ranking of your articles. Permanent discounts and offers do not.

Why is a good Amazon FBA listing important?

In order to be indexed by the Amazon A9 algorithm and quickly found by customers, a good Amazon FBA listing is essential. An optimal listing is recognized faster by the Amazon algorithm. This assigns the customer search to the appropriate products.

The ranking is determined not only by the price of your products, but also by the structure of the entire listing. The targeted use of keywords, professional product photos and successful sales texts also have an influence. A product, which sells 30 times a day, is ranked higher within the category than a product with three sales per day. Popularity plays an important role.

A highly optimized niche product can even generate more sales than, for example, a product offered at the lowest price, but has a lot of competition. A good Amazon FBA listing is also important so that products can differentiate themselves from the competition, continuously appear organically on the first page, and encourage customers to buy.

Amazon indexing

In order to rank organically, the indexing of Amazon is important. It is important that the main keyword or the desired keyword phrases appear in the title, in the bullet points, as well as in the product description. Further synonyms, misspellings due to autocorrection or keyword additions are added in the backend of Seller Central.

Product images should also be provided with alt tags and descriptions including keywords so that products can be found equally on Amazon and Google. The better you optimize these points, the higher is the indexing of Amazon and Google.

Google, example: Nivea

Buy Box

Optimally adjusted Amazon product listings sell faster because customers recognize the added value of the products, emotions are aroused through additional product images, and buyers click on the buy button (the purchase button on the right side of the product) faster. The connection with Amazon Prime and the free or faster shipping offered also creates more trust. In addition, an optimal Amazon FBA listing with high sales, fast shipping and good customer service can cause Amazon to automatically include the Buy Box for the product, which in turn leads to a higher sales volume. Other sellers of the same product appear in the list "All offers" below the Buy Box.

Organic Ranking

Sponsored products on Amazon can influence the overview on the search result pages. These are only successful if the Amazon algorithm considers the product page relevant for the search query. Promotions and coupons can increase sales in the short term, but Amazon takes this approach into account.

So that Amazon considers your products to be relevant and strong-selling in the long term, we guide you in the following sections on how to create a highly optimized, organically ranking Amazon listing.

What is important for a good Amazon listing?

To organically rank with a good Amazon listing, you need a sophisticated strategy. This includes the following points.

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1. Keywords

Before you start listing your products and thinking about the design of your Amazon shop, it starts with keyword research. This is essential for the SEO of an Amazon listing. Because without the right keywords, your shop cannot be found!

Keywords are keywords that make it easier for Google and Amazon to associate your products with customer searches. If a customer, for example, enters "green tea Himalaya", she will be led to the best placed Amazon listings with the keywords "green tea", "green tea Himalaya" and "Himalaya".

Main keywords

Main keywords are the keywords that appear throughout the page of your Amazon product listing, such as in the title, in the bullet points, as well as in the more detailed description, including pictures.

Backend keywords

Backend keywords are only entered in the backend of the Seller Central, where the product is created, and are not visible in the product description. However, backend keywords on Amazon have a large influence on search and significantly contribute to whether your shop is found faster by customers! With these Amazon PPC tools you can evaluate statistics on your products as well as research keywords.

Product Categories

Before you go to choose the appropriate keywords, you choose the appropriate product category in which your product is listed. This is called the browser node. Accordingly, you should research the top competitor ASINs, their sales, title length, used keywords, and product description. Third-party tools are initially suitable for this, after that Helium 10 is a very good choice.

Amazon Brand Analytics and Search Query Report

Brand new, there is the new report from Amazon named "Performance of the search query" ("Search Query Performance"). This tool is located in the Amazon Seller Central under Brands in Brand Analytics. Here you can view search queries including estimated search volume, click rate, sales, brand share and more on a weekly or monthly basis at brand and ASIN level. The information can be used for the continuous review of the listing and SEO optimization as well as for PPC campaigns. Tip: If you want to list another variant or similar product, potential keywords can be identified via the ASIN view.

Amazon

Keyword Placement

Next, it is about the placement of the keywords. Once you have created a list of product-relevant keywords, the aim is to optimize the Amazon product page perfectly. The keywords appear in addition to the keyword field in the backend in the following areas:

• Product title
• Bullet points
• Description

Where exactly the keyword appears in the title is not important for indexing. However, it should also appear in the bullet points and in the description. The exact same keyword does not have to be repeated, there can also be slight variations of it. An exact word repetition without addition, such as a phrase with the keyword, is not necessary.

Keywords from PPC campaigns

While you can research many key terms directly via Amazon's own tools or third-party tools, the search term reports from the PPC advertising campaigns also provide you with a reliable source for Amazon SEO optimization. Even if you don't want to permanently advertise your products, these tools are an enrichment to accurately evaluate the used keywords and their conversion for your products and optimize your Amazon listing. However, this step only makes sense when the product has already been optimized and the first advertising campaigns have been set up.

Tools for Amazon keyword search

For the initial research of search terms, Helium 10 offers various features that help you find the top search terms in the category and/or the best-ranked competitors. In addition to the research, the desired keyword placements of individual ASINs can also be tracked via Helium 10.

Another very helpful Amazon SEO tool is AMALYZE. Amalyze offers extensive analyses of the desired categories as well as further relevant terms for one or more terms. With the help of the entity search, for example, related information to a generic term can be analyzed. This function is particularly exciting with regard to the long-term keyword analysis and perfect for building a search engine optimized Amazon detail page. Amalyze also offers a browser extension that provides information directly on Amazon pages about individual keywords and price comparisons.

2. Product Detail Page

Amazon Product Title

The title length has fixed guidelines on Amazon. It should 200 bytes (approximately 200 characters including spaces) not exceed. On the mobile screen however, Amazon already cuts the title after 70-80 bytes (approx. 80 characters incl. spaces). An Amazon title begins with the brand name, the product name (for example in the form of a keyword phrase) and the main function at the beginning of the title. After the most important function, other properties of the product, such as taste, size etc. follow. Also pay attention to the variant relationship in terms of readability, if available.

Bullet points

For the description of the bullet points sellers have a total of 1000 bytes incl. spaces for a total of 5 bullet points available, i.e. 200 bytes per bullet point. However, Amazon also recommends going shorter and only using 150 bytes per bullet point. The points should be positioned so that customers quickly recognize the best features of the product. This is about the representation of the unique selling propositions of the product (USP).

The focus should be on the following features:

• Unique selling point and property (e.g., 40% less fat)
• Focus on the target group and relevance (e.g., how and where can the product be used)

Backend Keywords and Synonyms

What to keep in mind: The listing looks different on the Desktop, Mobile View, and App. Since it cannot be adapted separately, only the top product features are displayed on the cell phone, all other points become visible only by unfolding. To ensure the readability of the FBA listing without any doubt, it is recommended to maintain uncommon terms in the "General Keywords".

Synonyms and phrases with spelling mistakes are used to catch similar searches from buyers who, for example, search for "green tea Himalaya" instead of "green tea Hiamalya". These are not used on the Amazon product listing page, but entered in the backend in the Keyword field.

Since keywords with a length of up to 249 bytes can be entered here, the phrases or substitutes at this point may be longer and contain several terms. Individual repetition of keywords is not necessary. It is enough to use entities related to the desired product, which are related to the product or can attract similar buyers. Before updating the general keywords on Amazon, please check again the new byte number.

Seasonal Keywords and Deviations

Seasonal events can additionally boost sales! For this, you should adapt the product pages according to the event (Christmas, Easter, summer vacations, Mother's Day). Some products are purchased in particular on certain events and are suitable as a gift.

In other words, here adjust the title or the bullet points for a short time, and give the buyers enough lead time before the actual event, so they can do their gift shopping (e.g., "perfect as content for advent calendar", "gift for Mother’s Day", etc.).

It is recommended to download a backup of the inventory file prior to change and modification, so changes for seasonal events can easily be reset afterwards through a flat file and the original content is restored.

3. Product images

Product images should be taken professionally, show your product in use and leave as few questions as possible unanswered. Infographics and videos can also be included here.

Buyers do not necessarily read the descriptions, but possibly only the product title and view the product images. Therefore, the main image and the title influence the click-through rate in the search results page, as this is the first point of contact. The main picture contributes to whether buyers jump off the search or from another product detail page of a competitor.

Except for the first product image, the so-called main image (".MAIN"), the order of presentation can be freely chosen. For the main image, it is necessary to comply with the Amazon guidelines. For example, only isolations of the product may be used. Depending on the product type and packaging, the fonts and product advantages can be highlighted at this point, so customers can recognize the information more clearly mobile. In addition, the composition of the product should be clearly recognizable for foods or products with allergens.

The other images enable to meet the needs of potential customers by presenting specific added values clearly in infographics. Thanks to the initial keyword research, the entities (e.g. "vegan", "organic cotton" etc.) related to the product can be presented visually again here.

So-called lifestyle images generate emotions in consumers and the desire to absolutely want to have the product. If you work with well-known testimonials or influencers, buyouts are a good choice to use "user-generated content". The emotional visual language can also be supplemented with infographics, if useful. The images serve to symbolize the application in everyday life and/or, for example, to show the real size of the product. Product images have a significant influence on customer satisfaction, can reduce return rates and negative reviews and therefore have a sales-increasing effect.

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Amazon provides you with seven places for product images in most cases. The number of images is dependent on the product category (e.g., fewer in some beverage categories). If a video is integrated on the product page, the number of places for further images is reduced by one place.

4. Create Amazon A+ Content

The A+ content is a helpful tool that can be separately added in Sellercentral. Through the A+ content, additional product images, description fields, and slogans that are graphically appealing and better illustrate the product can be added to the site.

Here it also makes sense to repeat images that are already included in the product description. Not all buyers click through the product images, but look further down on the A+ content. Especially on the mobile version, it is easier to scroll down the page rather than clicking through the pictures at the top. However, it depends on the category how something is displayed. Sometimes the images are displayed in the classic order mobile: product images and then A+ content. It is important to check the display of your own ASIN on the desktop and mobile. If Amazon displays the content in the order on all end devices, a slight duplication of the images provides no added value.

The A+ content is a very good opportunity for Amazon sellers and vendors to distinguish themselves from the competition with their brand. For example, frequently asked questions from the reviews or from your own customer service can be taken up again here and answered by sellers in advance. In addition, the use of a comparison table for up-selling measures within your own brand or the introduction of further products that might be of interest to customers is recommended. Amazon now offers the possibility to test A+ content in A/B.

5. ALT texts and indexing

Alt texts not only help a listing to be found faster. They allow people with visual impairments who use a screen reader to receive all information from a page. Alt tags on product images can lead to better indexing and visibility on Google. An exact description of the image content is therefore important. For example, "Green tea package on wooden table" should be used instead of "Buy Green tea Himalaya package", as keyword stuffing, in terms of the entire content of the product detail page, does not improve ranking.

For indexing, Amazon collects all data, analyzes the content, and indexes the individual pages with the terminology. This process helps to properly categorize the products on Amazon and display them according to the search of customers. A perfect indexing is contributed by conversion-optimized keywords suitable for the category, product images, bullet points, customer reviews, as well as additional A+ enhanced content. In particular, the search terms stored in the images in the A+ modules contribute to the indexing in the Google image search.

What should be taken into account with the Amazon FBA listing?

So that the effort you have put into your top-optimized listing is worthwhile, there are a few things to note! It is very important on Amazon to comply with the Sales Guidelines and the  Code of Conduct for sellers. These include:

• Not to use or include brand content from foreign brands
• Adhere to the policy for ASIN creation
• Compliance with the guidelines for the main image and title length: violation can lead to suppression of the listing and loss of potential sellers

8 steps to create an Amazon listing (article focus)

To summarize once again what exact steps you need to set up your Amazon listing successfully and coordinate all elements, here the eight steps are listed.

1. Keyword Research: Find relevant keywords with high search volume
2. Build product page: Arrange title, text & images
3. Incorporate five bullet points
4. Note characters and bytes in title and bullet points
5. Improve product description through A+ content
6. Highlight benefits through product images
7. Supplement the keywords with Amazon PPC search terms from the report
8. Optimize

Conclusion

With these 8 steps to create your Amazon listing, you should now be well prepared to get started with the SEO optimization of your products. Take the time initially to do a thorough research on competitors, keywords, and the appropriate product categories, evaluate your listing with A/B tests and only use the keywords, texts and images with the highest conversion rate.

Pay attention to the byte length of title and bullet points, create advertising-effective content that serves many features and information at the same time, and generates emotions in your customers. Don't shy away from optimizing your listing every now and then! Then nothing stands in the way of your success on Amazon FBA!