Table of contents
- What is an Amazon listing?
- What are the components of an Amazon listing?
- Why is a good Amazon FBA listing important?
- What is important in a good Amazon listing?
- What to consider with the Amazon FBA listing?
- To summarize once again which steps you need exactly to set your Amazon listing successfully and to match all elements, here are the eight steps listed.
- With these 8 steps to create your Amazon listing, you should now be well equipped to start with the SEO optimization of your products. Take the time initially to do extensive research on competitors, keywords, and the right product categories, evaluate your listing with A/B tests and only use the keywords, texts and images with the highest conversion rate.
lorem_ipsum_lorem_ipsumlorem_ipsumlorem_ipsumlorem_ipsumlorem_ipsum | lorem_ipsumlorem_ipsumlorem_ipsumlorem_ipsumlorem_ipsumlorem_ipsum | lorem_ipsumlorem_ipsumlorem_ipsumlorem_ipsumlorem_ipsumlorem_ipsum | lorem_ipsumlorem_ipsumlorem_ipsumlorem_ipsumlorem_ipsumlorem_ipsum |
ddddd
In this article, our guest author Johannes Ander explains how to create your Amazon listing in 8 simple steps and win more customers through smart texts and a successful listing!
Amazon is one of the largest marketplaces when it comes to product sales. With roughly200 million Amazon Prime customersworldwide, the platform offers enormous reach for FBA users. No matter whether you're running your own online shop, selling drop-shipping products, or distributing books, Amazon provides entrepreneurs with the opportunity to get started quickly and easily.
This is a BU! :D
Given the wealth of products on offer, it is a challenge for many sellers to stand out from the crowd. That's why 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, the Amazon listing must be constantly optimized to be consistently displayed at the top of search results. In this article, you'll learn step-by-step how to increase your Conversion Rateencourage customers to buy faster, and differentiate your Amazon listing from the competition!
What is an Amazon listing?
An Amazon listing refers to the product detail page ("Product Detail Page") of a product listed on Amazon. If you're looking for a specific item, like "men's moisturizer", you'll be presented with multiple product suggestions. Clicking on one of the suggestions takes you to the Amazon listing.
On the Amazon listing page, you will find product description, product images, expanded brand content such as A+ content with additional images and sales texts, customer reviews, the price, and the buy button. Here, you can directly add the product to the shopping cart.
Amazon, example: Nivea
Depending on the end device and view, the bullet points are fully expanded and readable. The product description and the expanded brand content (Amazon A+ Content) follow.
What are the components of an Amazon listing?
In order to make your Amazon listing easier to find and provide customers with an optimal shopping experience, each product page should include the following components:
- SEO-optimizedproduct title
- Understandablebulletpoints
- Keyword-optimizedproduct page
- AdditionalA+ ad content
- Appealingproduct images
- Backend-keywords
- Customer reviews
The better each individual point is worked out, the higher the chance to increase relevance and thus the ranking in the Amazon search results. This allows you not only to beat the Amazon algorithm, but also to increase your revenue.
fsdfsdifjdsifij fjiajfisdfo fsdko
Whereas you can directly influence the first six points, customer reviews can only be influenced indirectly. However, a very good listing, high-quality products, and comprehensive service 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 optimized listing is more quickly recognized by the Amazon algorithm. This allows the customer search to be matched to the appropriate products.
BU left
Not only the price of your products determines the ranking, but also the structure of the entire listing. The targeted use of keywords, professional product photos, and successful ad texts also have an influence. A product that sells 30 times a day is ranked higher within the category than a product that sells three times a day. Popularity plays a significant role.
A highly optimized niche product can even generate more revenue than, for example, a product that is offered at the lowest price, but has a lot of competition. A good Amazon FBA listing is also important for differentiating products from the competition, continuously appearing organically on the first page, and encouraging customers to buy.
Amazon indexing
To rank organically, Amazon's indexing plays a role. For this, it's important that the main keyword or the desired keyword phrases appear in the title, the bullet points, as well as in the product description. Other synonyms, typing errors due to autocorrect or keyword additions are fed into the backend of Seller Central.
Also, product images should be equipped with alt-tags and descriptions including keywords so that the products can be found on Amazon and Google. The better you optimize these points, the higher the indexing of Amazon and Google.
Google, example: Nivea
Buy Box
Optimally adapted Amazon product listings sell faster because customers recognize the value of the products, emotions are aroused by additional product images, and buyers click the buy button (the buy button on the right side of the product) faster. Also, the connection with Amazon Prime and the resulting free or faster shipping builds more trust. Plus, an optimal Amazon FBA listing with high sales, fast shipping, and good customer service can cause Amazon to automatically integrate the Buy Box for the product, which in turn leads to a higher sales volume. In this case, other sellers of the same product appear in the list "All Offers" below the Buy Box.
Organic ranking
Sponsored productson Amazon can influence the overview on search result pages. These are only successful if the Amazon algorithm considers the product page relevant to the search query. Promotions and coupons can boost sales in the short term, but Amazon considers this approach.
In order for Amazon to consider your products as 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 in a good Amazon listing?
To rank organically with a good Amazon listing, you need a sophisticated strategy. These include the following points.
own representation
Keywords
Before you start adding your products and thinking about the design of your Amazon shop, start with keyword research. This is essential for SEO of an Amazon listing. Because without the right keywords, your shop can't be found!
Keywords are key words that make it easier for Google and Amazon to match your products to customers' searches. For example, if a customer enters "Green Tea Himalaya", she will be lead to the best-ranked Amazon listings with the keywords "Green Tea", "Green Tea Himalaya" and "Himalaya".
Main keywords
Main keywords are the keywords that appear on the entire page of your Amazon Product Listing, such as in the title, in the bullet points, and in the more detailed description, including images.
Backend keywords
Backend keywords are only entered in the backend of Seller Central where the product is created, and are not visible in the product description. Backend keywords on Amazon have a major influence on the search and significantly contribute to whether your shop is found faster by customers! With theseAmazon PPC Toolsyou can evaluate statistics about your products, as well as research keywords.
Product categories
Before choosing the right keywords, you need to choose the right product category in which your product will be listed, known as a browser node. You should also research the top competitor ASINs, their sales, title length, used keywords, and product description. Initially, third-party tools are suitable for this, then Helium 10 is a very good choice.
Amazon Brand Analytics and Search Query Report
Brand new, there is the new report from Amazon called "Search Query Performance". This tool can be found in the Amazon Seller Central in the Brands section under Brand Analysis. Here, search queries including estimated search volume, click-through rate, sales, brand share and more can be viewed on a weekly or monthly basis at the brand and ASIN level. The information can serve to continuously check 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 using the ASIN view.
Amazon
Keyword placement
Next is keyword placement. Once you have created a list of product-relevant keywords, you need to optimize your Amazon product page perfectly. The keywords appear in the following areas besides the keyword field in the backend:
- Product title
- Bullet-Points
- Description
Where exactly the keyword appears in the title is not important for indexing. However, besides the title, it should also appear in the bullet points and in the description. Exactly the same keyword does not need to be repeated, there can also be slight variants of it. Exact word repetition without an addition, like 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 fromPPC advertising campaignsalso provide a reliable source for Amazon SEO optimization. Even if you don't want to permanently advertise your products, these tools are a valuable resource to precisely evaluate the used keywords and their conversion for your products as well as optimize your Amazon listing. However, this step only makes sense once the product is already optimized and the first advertising campaigns are set up.
Tools for Amazon keyword research
For the initial research of search terms, Helium 10offers various features that help you find the top search terms for the category and/or top-ranked competitors. Besides research, you can also monitor the desired keyword placements of individual ASINs via Helium 10.
Another, very helpful Amazon SEO tool is AMALYZE. Amalyze offers extensive analyses of the desired categories and additional appropriate terms for one or more terms. With the help of the entities search, information related to a top-level term can be analyzed, for example. This function is particularly exciting with a view to long-term keywords analysis and perfect for building a search engine optimized Amazon detail page. Amalyze also offers a browser extension that provides information about individual keywords and price comparisons directly on the Amazon pages.
2. Product detail page
Amazon product title
The title length has fixed specifications on Amazon. It should not exceed200 bytes (approx. 200 characters including spaces). On themobile screenhowever, Amazon cuts the title after70–80 bytes (approx. 80 characters incl. spaces). An Amazon title starts with thebrand name, theproduct designation(for example in the form of a keyword phrase) as well as themain functionat the beginning of the title. After the most important function, other properties of the product, such as taste or size, follow. Also pay attention to the readability with regard to the variant relation, if applicable.
Bulletpoints
For the descriptionof the bulletpointsa total of1000 bytes including spaces for 5 bulletpointsare available to sellers, so 200 bytes per bulletpoint. Nevertheless, Amazon recommends to keep it shorter and use only150 bytes per bulletpoint. The points should be positioned so that customers can quickly recognize the best features of the product. This is about representing the product's unique selling propositions (USPs).
The focus should be on the following characteristics:
- Unique sales argument and feature (e.g., 40% less fat)
- Focus on target audience and relevance (e.g., how and where can the product be used)
Backend keywords and synonyms
What to note: The listing looks different on thedesktop, mobile view, and in the app. Because it can't be adapted separately, only the top product features are displayed on the phone, all other points become visible only after unfolding. To enable the readability of the FBA listing without a doubt, it is recommended not to maintain uncommon terms in the "General Keywords".
Synonyms and phrases with spelling errors are used to intercept similar searches from buyers, e.g., who may search for "Green Tea Hiamalya" instead of "Green Tea Himalaya". These are not used on the Amazon Product Listing page, but are 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 can be longer at this point and contain several terms. Single word repetitions of keywords are not necessary. The use of entities related to the product that are relevant or can attract similar buyers is sufficient. Before you update the general keywords on Amazon, please check the new byte count again.
Seasonal keywords and deviations
Seasonal events can additionally boost sales! For this, you should adjust your product pages according to the event (Christmas, Easter, summer holidays, Mother's Day). Some products are particularly bought for certain events and make a suitable gift.
In other words, briefly adjust the title or bullet points here and give the buyers enough lead time before the actual event so that 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 before change and adjustment, so that changes for seasonal events can be easily 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 inserted here.
Buyers do not necessarily read descriptions, but may only read the product title and look at the product images. Therefore, the main image and the title influence the click-through rate in the search result page, as they are the first point of contact. The main image contributes to whether buyers bounce 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 important to follow Amazon's guidelines. For example, only clippings of the product can be used. Depending on the product type and packaging, fonts and product benefits can be highlighted at this stage so that customers can recognize the details more clearly, even on mobile devices. In addition, for food or products with allergens, the composition of the product should be clearly recognizable.
The other images enable the needs of potential customers to be satisfied by featuring infographics that clearly present explicit benefits. Thanks to the initial keyword research, the entities (e.g., "vegan", "organic cotton" etc.) of the product can again be visually presented here.
So-called lifestyle images create emotions in consumers and the desire to absolutely need the product. If you work with known testimonials or influencers, buyouts are a good choice to use "user-generated content". Here, the emotional visual language can also be supplemented with infographics, if meaningful. The images serve to symbolize the application in everyday life and/or to show the real size of the product, for example. Product images have a significant influence on customer satisfaction, can reduce the return rate and negative reviews and thus have a revenue-increasing effect.
own representation
Amazon provides you with seven places for product images in most cases. The number of images depends on the product category (e.g., fewer in some beverage categories). If a video is integrated on the product page, the number of slots for other images is reduced by one.
4. Create Amazon A+ content
A+ Content is a useful tool that can be added separately in Sellercentral. With A+ content, further product images, description fields and slogans can be added to the page, which are graphically appealing and better illustrate the product.
It's also advisable to repeat images that are already included in the product description above. Not all buyers click through the product images, but look further down at the A+ content. Especially on the mobile version, it's easier to scroll down the page rather than clicking through the images above. 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 presentation of your own ASIN on desktop and mobile. Is the content displayed by Amazon on all devices as in the sequence, a slight duplication of the images creates no added value.
A+ content is a very good opportunity for Amazon sellers and vendors to differentiate themselves from the competition with their brand. For example, frequently asked questions from the reviews or from your own customer service can be addressed again and answered by sellers in advance. In addition, we recommend the use of a comparison table for up-selling measures within your own brand or the presentation of other products that might be interesting for customers. Amazon now offers the ability to A/B test A+ content.
5. ALT texts and indexing
Alt texts not only help make a listing find faster. They enable people with visual impairments who use a screen reader to receive all information on a page. Alt tags in product images can lead to better indexing and visibility on Google. Therefore, an exact description of the image content is important. For example, "Green Tea Package on wooden table" should be used instead of "Buy Green Tea Himalaya Package", as keyword stuffing, in view of the entire contents of the product detail page, does not lead to an improvement in ranking.
When indexing, Amazon collects all data, analyzes the content, and indexes the individual pages with the terms. This process helps to properly categorize the products on Amazon and display them according to customers' searches. A perfect indexing is contributed by conversion-optimized keywords appropriate for the category, product images, bulletpoints, customer reviews, as well as additional A+ Enhanced Content. In particular, the search terms deposited with the images in the A+ modules contribute to indexing in the Google image search.
What to consider with the Amazon FBA listing?
To make sure all the effort you put into your top-optimized listing pays off, there are a few more points to consider! When selling on Amazon, it is very important to adhere to the selling policiesand the seller code of conduct. These include:
- Not to use or incorporate branded content from other brands
- Adhere to the policy for creating ASINAdhere to 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 which steps you need exactly to set your Amazon listing successfully and to match all elements, here are the eight steps listed.
Keyword research: Find relevant keywords with high search volume
- Build product page: Arrange title, text & images
- Implement five bullet points
- Pay attention to characters and bytes in title and bullet points
- Enhance product description with A+ content
- Highlight advantages with product images
- Addition of keywords through Amazon PPC search terms from the report
- Optimize
- Conclusion
With these 8 steps to create your Amazon listing, you should now be well equipped to start with the SEO optimization of your products. Take the time initially to do extensive research on competitors, keywords, and the right 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 caters to 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!
Achtet auf die Byte-Länge von Titel und Bulletpoints, erstellt werbewirksamen Content, der viele Features und Informationen gleichermaßen bedient, und bei Euren Kund*innen Emotionen erzeugt. Scheut Euch nicht davor, Eurer Listing immer mal wieder zu optimieren! Dann steht Eurem Erfolg auf Amazon-FBA nichts mehr im Wege!
