The most common way to discover and buy a product on Amazon is by searching for related keywords via the main search bar. Amazon’s Search Algorithm will then match those keywords with the best matching products. In order to do this, the algorithm screens all of the information available in the product Amazon listings including titles, descriptions, prices, availability and sales history, and provides the buyer with a ranking of the most relevant offerings. To ensure product visibility and increase sales on Amazon, it is then important to provide relevant and complete information about your products and brands. Below are some guidelines that will help you optimize your Amazon product detail pages.
1. Make descriptive and relevant titles.
One of Amazon’s competitive advantages is that it is fast and convenient. Your product titles should speak for themselves. If a shopper is not able to get a clear idea of your offering without clicking on the Amazon listing, then you have work to do. Make the most of the 200 characters limit that Amazon gives for product titles. Include descriptive information about your product, add some creativity to catch the buyer’s attention. Most importantly, don’t forget to incorporate the top search terms for the category into your titles in order to get your Amazon listings indexed higher.
2. Match product descriptions to what consumers care about.
If a shopper clicks on your product you are halfway to win over the sale. In fact, a new buyer may want to gather some more information about your product before taking a decision. The product description is another key piece of information. It is important not to lose the potential buyer attention with unnecessary content and buzzwords. Instead, go straight to the point by focusing on what the product does and be consistent with the rest of the material you are going to include in the Amazon product detail page (e.g. images). When it comes to your word choice in your descriptions, make sure to include high volume search terms that potential customers are using to find your offerings. Including search terms not only shows consumers you understand their needs, but will make your listings to rank higher in search results. Remember: the goal of the description is to provide additional information about the product and nothing else.
3. Bullet points should be about product features.
As the concept behind it suggests, bullet points are meant to be an easy-to-read list of most important things to keep in mind. Do not overwhelm the reader with huge amounts of information about the product. The purchase decision should be made easy. Use the bullet points to emphasize your products’ competitive advantages and key features. Imagine buying your own product for the first time: what would you absolutely want to know in order to take the step of adding the product to the shopping cart?
4. Images say it all.
The first thing a buyer looks at is the image of a product. Include, in your Amazon product detail pages, high-quality photos to allow the shopper to visualize what he/she would receive should the product be ordered. The main image should only represent the actual product and meet Amazon requirements. The other images can be used to highlight product features, different product angles, usage illustrations, packaging and other details. Avoid dark backgrounds and blurry pictures, this would only make the buyer reluctant to buy.
5. Closely monitor ratings, reviews and questions from customers.
Word of mouth is one of the most powerful marketing tools a brand can use to increase sales. No need to explain why you should keep a close eye on the Amazon ratings and reviews that buyers provide about your products and answer to all the questions they may have. Shoppers will rely on these to make a purchase decision. Be proactive. Ask for reviews when not provided and reach out to those unhappy customers that have provided a low rating and negative review. Provide them with a solution in order to reduce their frustration. Also, regularly go through your latest Amazon reviews to detect areas of improvements and new opportunities (e.g. customers may switch to other competitors because you are not offering a particular format, they may suggest combining your product with something else and that could be an opportunity for a new placement).
6. Don’t forget the Additional product information section.
The additional product information section is often disregarded by sellers on Amazon but it actually is very important as it helps online shoppers narrow down what they are looking for. In fact, this information is used by the filters that one can find on the left side of result pages. The section is about technical and specific information that is typically not included in the description or bullet points sections (e.g. weight, measurement, materials) and is extremely useful especially when it comes to product comparison. If you do not include those details and a buyer is looking to compare various products, you will be automatically discarded.
There is little one can do to increase sales on Amazon without a performant product listing. Good product detail pages are your best friends when it comes to products’ search visibility, high CTR and high conversion rates. As a good practice, regularly review them looking for Amazon optimization opportunities and do not hesitate to test various versions should you have multiple ideas. At Gradient, we meticulously analyze all of the aspects that make of an Amazon product detail page a great one and have come up with an audit that helps you easily identify areas of improvement. Create your free Gradient account today to learn more about it and get your first audit!