Third-party sellers account for more than half of Amazon’s marketplace paid unit sales, and there’s a lot of competition. So when selling products on Amazon, it’s important to make sure your items appear at the top of the search results for terms your target audience uses. But how do you do that when there are so many competing products? Optimizing your product content helps direct more people to your products, which in turn, helps boost your sales.
Understanding How Amazon’s Product Search Works
Amazon’s A9 algorithm determines which products appear when a customer completes a search. It divides data two ways — by relevance and performance. The performance indicators include price, image quality, and conversion rates. So if you’re listing a new product, try to pay close attention to the price and image because the system won’t have enough data available to analyze the conversion rate yet. Product relevance is determined by the brand, product title, description, search terms, and bullet points. Because of this, it takes more than throwing a keyword into your product description several times to optimize it correctly.
Follow Amazon’s Guidelines
Amazon has detailed guidelines for sellers to follow when writing product descriptions. So even though you should make adjustments to optimize your content for the site’s search engine, make sure what you do complies with Amazon’s guidelines. Some things to keep in mind include:
- Headlines should be 200 characters or less, including spaces
- Avoid including testimonials and reviews in the product description
- Don’t add your company’s contact information, links to your own website, or alternative buying options
- Avoid time-sensitive material, promotions, and advertisements
- Don’t include a solicitation for positive reviews within your product description
Choosing Your Keywords
Instead of using one keyword multiple times throughout your content, use multiple keywords. After all, customers may use several terms to search for products, and you want your products to show up in the results, regardless of the words the customer uses. The keywords you choose should be accurate and relevant to the item you’re selling. For example, if you’re selling a pair of men’s running shoes made by Nike, some of the keywords you might consider include: running shoes, athletic shoes, and men’s shoes. All of these terms are relevant. You wouldn’t use keywords such as Adidas, women’s shoes, or sandals because those terms don’t accurately describe the product.
Optimizing Your Product Title
Your product title should tell the customer exactly what you’re selling, so you should include the brand and product name. If applicable, you should also include a size, colour, or quantity — such as a large T-shirt or one box of dryer sheets. Once you have all of the pertinent information included in your product title, add your main keyword into the mix. For example, if you’re selling a Hanes women’s T-shirt, your product title might look something like, "Pink Hanes Women’s T-shirt, Large."
Writing a Great Product Description
When you write a product description, it’s best to focus on conversions and keywords. One of the easiest ways to do this is to write your product description with the customer in mind, and then, insert your keywords.
Before you start writing your product description, make a list of your product’s features, and then, next to each feature, make a note of how that feature benefits your customer. For example, a sweatshirt may be made from cotton, which would make it soft and warm. As you create your feature/benefit list, think about which product features are the most important. Those are the features you want to mention first in your description to grab your customers’ attention.
While it’s important to describe product features, your customers would rather hear more about how your product benefits them. So when you write using a feature/benefit format, tell your customers what they need to know about your product and why they should buy it. This can help increase your conversion rate, which in turn, helps boost your products within the search results.
When you include keywords in your product description, use them naturally — you don’t want your product description to sound awkward. Also, remember to use several different keywords instead of just one keyword over and over. Ideally, use your main keyword, the product name, and the brand in the first sentence of your description.
Writing Bullet Points
Not everyone reads lengthy product descriptions, so it’s important to have bullet points that describe the features and benefits of your product, too. Ideally, your bullet points should contain information that’s different from what’s in the product description. But if a feature is important to the buying decision, you should consider including it in both the description and the bullet points. This might include things such as the material from which the product is made, size, and colour. Your bullet points should also contain the product’s measurements if needed. Also, don’t forget to include a couple of keywords in your bullet points, too.
Well-written, optimized product descriptions are a must for all Amazon sellers. Not only does optimizing your product descriptions boost your search rankings, the practice gets you in the habit of including the detailed information buyers need to choose your product over those of other sellers.