Amazon Product Itemizing Optimization

Amazon Product Itemizing Optimization

Discovering the best product to promote on Amazon is essential to discovering success on the positioning. However even in the event you’re promoting the proper, high-demand product, an optimized Amazon product itemizing is what’s going to drive gross sales and take your enterprise to the subsequent degree.

In a current Jungle Scout examine amongst greater than 1,000 Amazon sellers, roughly half acknowledge the importance of an ideal itemizing and are targeted on optimizing their product listings in 2020.

Nevertheless, for a lot of, that optimization isn’t any simple process; whether or not they’re skilled sellers or not, 29% mentioned that they discover creating an optimized itemizing difficult. 

So, to assist sellers perceive construct the absolute best itemizing, we’re analyzing current Amazon merchandise to indicate you what they’re doing proper and what they’ll do to enhance.

 

Methodology

To begin, we’ll want product examples with respectable demand that we consider. We’re utilizing Jungle Scout’s Product Database to search out merchandise utilizing the next standards:

First, I selected the US from the ‘Amazon Marketplaces’ dropdown. Subsequent, for ‘Classes’, I checked ‘Choose All’. 

Lastly, for the filters, I opted to:

  • Set the ‘Worth’ minimal to $10 and most to $35
  • Make the minimal gross sales 200 (I left the max filter clean)
  • Repair the Itemizing High quality Rating (LQS) minimal as zero and most as three

These parameters assist us discover merchandise in a aggressive vary the place we all know now we have the chance to make enhancements. 

As soon as the database generated outcomes, I randomly selected the next two gadgets:

Let’s start by having a look at what will get your product in entrance of potential consumers: your itemizing’s title.

 

Writing an optimized Amazon product title

The product title is so essential as a result of its key phrases inform Amazon’s A9 algorithm precisely what your product is, and whether or not or not the merchandise is what your consumers are in search of. 

In different phrases, it’s all about relevancy.

And although there’s an ongoing debate on-line concerning the optimum variety of key phrases and characters to incorporate in a list’s  product title, Amazon permits as much as 200 characters for many classes, so our suggestion is to make use of as a lot of that actual property as potential!

Let’s check out one of many merchandise — the Balanced Physique ankle cuff — we present in Jungle Scout’s Product Database to find out the effectiveness of its title. 

The ankle cuff has an LQS – a real-time, AI-driven ranking of a product itemizing — of 1 out of 10 which, to be clear, is the bottom rating a list can obtain. And given the product title of this merchandise alone, an LQS of ‘1’ is comprehensible. 

The 5 phrases within the title are in all probability sufficient to let you know that whoever put this itemizing collectively was keen to maneuver on to different duties. 

Basically, the model promoting the cuffs — Balanced Physique —  is tasking the shopper with attempting to determine what the product is and if it’s what they have been in search of. 

And with the variety of competing ankle cuffs on Amazon, customers can simply transfer on to a list that has a extra descriptive title.

Fortunately, optimizing your product title is pretty simple

For instance, Balanced Physique may point out that the cuffs are items of train tools and focus on a number of the product’s advantages, equivalent to: 

  • Elevated effectivity in calf, leg, ab, glute workouts
  • Its suitability for each women and men
  • Its utility for weight lifters, excessive efficiency athletes, runners, and extra

They might additionally handle product options. Easy components like the fabric, the colour, the steel rings, or the truth that it’s adjustable may entice consumers. 

Even ambiguous phrases like “premium high quality,” and “sturdy” may add worth and gross sales sizzle to assist persuade a customer to click on via. (Simply observe that these higher be correct phrases, as your clients will be sure you observe any high quality discrepancies of their evaluations!)

An excellent product title:

This can be the same product, however its title couldn’t be extra completely different. In contrast to Balanced Physique’s, it is a nice product title. 

Instantly I seen that the primary key phrases are proper at first of the title, after the merchandise’s model title.  

And the vendor has used just about all obtainable characters (199 out of 200) whereas addressing its primary objective (glute kickback workouts), completely different use instances (cable machines, for each women and men), advantages (heavy-duty and adjustable ), and product specifics (a single cuff, as a substitute of a pair). 

One factor that would probably be improved is the repetitive use of  “ankle” and “strap. 

Amazon has said that you simply solely want to say a key phrase as soon as in a list, and extra makes use of of the key phrase don’t enhance the worth positioned on the key phrase. Furthermore, as they observe of their Phrases of Service, key phrases are matched to buyer search queries utilizing full or partial key phrase overlap. 

The best key phrases (and discover them) to make your itemizing rank

With regards to key phrases for our Amazon product itemizing, we want to consider their relevance and their price. 

With respect to relevance, we wish the key phrases in our titles match the phrases customers use when looking for our kind of product. This allows us to construct a list listed for the key phrases individuals use probably the most.

As for price, we wish to hold that as little as potential whereas nonetheless rating for related key phrases. This might be essential once we begin working our pay-per-click (PPC) promoting campaigns.

The right way to discover good key phrases

One of the simplest ways to search out the best key phrases in your product itemizing is through the use of a device like Jungle Scout’s Key phrase Scout. 

With Key phrase Scout, we are able to both seek for key phrases utilizing our product kind, or we are able to search our largest rivals’ ASINs (Amazon Standardized Identification Quantity) to see which key phrases they’re utilizing.

Not solely will Key phrase Scout present us which key phrases have the best search quantity, and are rating nicely for the product, it can additionally assign a relevancy rating and estimated promoting prices to every key phrase. 

As soon as we’ve decided which key phrases have the best search quantity, at a value we are able to afford advertising-wise, then we are able to begin to construct our Amazon product itemizing.

The right way to construct a product itemizing that converts

Like Key phrase Scout, Jungle Scout’s Itemizing Builder makes life as an Amazon vendor simpler, serving to to create robust product pages which are extra prone to convert.

Taking the key phrases we found in the course of the keyword-research part, all we have to do is plug them into the corresponding fields in Itemizing Builder. 

As soon as we’re accomplished, Itemizing Builder instantly grades our title (plus photographs, and product description, and extra) and lets us know the way we’re doing.

The upper the rating, the higher the itemizing. And if we get a low rating (just like the one within the picture above), we are able to change and rearrange our key phrases till we get the excessive rating we wish. 

Itemizing Builder will grade our edits in real-time, making it easy to determine what’s working and what’s not.

Plus, if our Jungle Scout account is synced to our Amazon Vendor Central account, transferring new product listings to Amazon occurs with the clicking of a button (it really works for current product listings too!). 

Ideas for writing efficient Amazon product itemizing titles: 

  • Prioritize your primary key phrases on the entrance of your product title and handle the primary product advantages and options in a concise method. 
  • If there are a number of makes use of or buyer niches in your product and they are often included in your product title — add them.  That can enhance the chance of your product showing in buyer search queries.
  • Use Key phrase Scout to search out related key phrases in your product. You may search for key phrases based mostly on the kind of product you’re promoting, or you may search for the key phrases your competitor makes use of with a reverse-ASIN lookup.
  • After you’ve gotten chosen the key phrases in your title, you need to use Jungle Scout’s Itemizing Builder to determine one of the best ways to make use of these key phrases.

 

Choosing the best product photographs in your Amazon itemizing: 

Whereas your product title will get your merchandise in entrance of potential clients, it’s your product pictures — particularly, your primary picture — that may get these customers to click on via Amazon’s search outcomes to your precise itemizing.

Picture necessities

Together with plenty of different necessities, Amazon stipulates that primary product photographs fill no less than 85% of the image. 

And although it’s not brief by a big quantity, Balanced Physique’s primary picture violates this coverage by failing to fill the requisite 85% of the {photograph} with their product. 

However that’s not the one picture requirement they’ve ignored. Its picture high quality can be decrease than the required 1000 pixels, which implies clients can’t enlarge the picture with hover-to-zoom.

To make sure our photographs are sized accurately, we have to test their ‘pixel dimensions’ (picture modifying platforms normally supply this operate) earlier than publishing our itemizing. 

If the size don’t match Amazon’s, a picture editor ought to enable us to make them larger or smaller as wanted.

In Balanced Physique’s second picture, Amazon could contemplate the yoga block the mannequin is standing on to be “gratuitous or complicated.” That may be a violation of their picture necessities as nicely.

Lastly, although Amazon permits as much as six photographs (together with video demonstrations), there are solely two photographs of the ankle cuffs on the itemizing.

As a substitute, Balanced Physique may take a close-up of the particular product, to offer the potential buyer a greater thought of the way it works, the kind of materials used, and the craftsmanship of the cuffs. 

It might even be useful to indicate potential consumers what it appears like from completely different angles. As a result of customers can’t decide any of this data from the 2 footage on the itemizing, it’s extraordinarily doubtless that they’ll transfer on to a competitor with extra descriptive pictures. 

Good product photographs

The sellers of brand name Neater Feeder have accomplished a significantly better job than Balanced Physique in the case of showcasing their product utilizing imagery.

To begin with, the dimensions of their photographs is according to Amazon’s TOS for probably the most half; hover-to-zoom works for all however certainly one of their static photographs.

Subsequent, they’ve taken full benefit of the variety of pictures allowed per itemizing. They’ve six visuals; seven together with their primary picture.

They’ve additionally added a video demonstration of their feed station, in addition to a 360-degree view of the bowls, and infographics explaining bowl dimensions and capacities. 

They even inserted a graph to make sure clients select the best measurement for his or her pet(s).

In different phrases, they’ve accomplished loads proper. Nevertheless, there may be room for enchancment:

  • They might run some break up assessments on their photographs — evaluating the influence of 1 variable on their clients to the same, but completely different, secondary variable — to see which shade generates probably the most clicks (and periods) as the primary function picture. Break up testing would give these sellers a definitive reply with respect to which shade has the best conversion charge.
  • One picture stands out as being notably useful: the sizing graph (an explanatory graphic may enhance the conversion charge by nearly 20%). When you contemplate what one of many primary purchaser objections could be for a product like this feeder station, it doubtless pertains to its sizing.So, whereas Neater Feeder features a graph to assist customers determine which station-size is correct for his or her pet, they’ve positioned the important thing graphic in place #4. Inserting this graphic greater up so extra individuals see it may enhance conversions and reduce complaints. To seek out out for certain if the place of the picture is essential, although, they must break up take a look at it.
  • As well as, there aren’t any life-style pictures. The video does present a canine consuming out of the bowls on the finish, however ideally certainly one of their static photographs would present that as nicely (not each potential buyer will take the time to observe a video).
  • Lastly, their picture of the completely different elements of their feeder station is blurry and smaller than 1000 pixels (making the hover-to-zoom operate unusable).

And although neither the ankle cuffs nor the feeding station supply a money-back assure, in case your product does it’s essential that you simply don’t simply embrace it in your itemizing’s product description.

A easy badge or stamp visually conveying your assure might help tremendously. 

That is an instance of a product assure badge included as a product picture for an Oster blender:

Amazon product pictures ideas in your itemizing:

  • Amazon permits you to add seven photographs (six plus your primary photograph); we strongly suggest utilizing all seven slots. Even when you have a easy product, present the product at completely different angles, embrace packaging, close-ups, life-style pictures, explanatory graphics, and many others..
  • Ensure that your picture is no less than 1000 pixels on the longest facet, as that’s what allows the hover-to-zoom operate. It’s an especially useful function that permits clients to get a greater sense of your product high quality. And this will enhance your conversions.
  • Use photographs to assist clarify your product to those that gained’t take the time to learn your product description. Consider your clients’ largest objections and/or questions, and handle them in a graphic. Even when your graphic is only a money-back assure badge, that may give potential customers the reassurance they’re in search of.

 

Getting constructive Amazon product evaluations

After optimizing your title and pictures, you’ll have to deal with getting nice Amazon product evaluations. And since constructive suggestions from earlier clients helps new customers perceive the worth of your product, getting good rankings early on is essential. 

Right here are some things that will help you get these all-important evaluations:

  • Make an excellent product! This one may seem to be a no brainer, however in the event you create a high quality product that fixes the failings and ache factors of your rivals’ merchandise, you’ll obtain fewer unfavorable evaluations.
  • Let Amazon take the wheel. Amazon sends a follow-up e mail requesting a evaluate after the sale is made. And if that doesn’t work…
  • Hit the ‘Request a Evaluation’ button. Amazon permits you to ship a one-time request for a evaluate straight out of your ‘Order’ web page. And if sending requests separately is simply too tedious, you need to use Jungle Scout’s Extension to ship bulk evaluate requests.
  • Observe up with Jungle Scout Launch. Lastly, you may ship precisely one e mail to your clients requesting a evaluate (that is along with the requests despatched by Amazon and utilizing the ‘Request a evaluate’ button), in line with Amazon’s Phrases of Service. Cautious although. Ship all three requests and you might trigger e mail fatigue.

Let’s check out the ankle cuff evaluations: 

The five-star evaluations the cuffs have obtained are undoubtedly an excellent begin. However, two are previous, from 2014 and 2015. And the latest, from 2019, is a two-word evaluate. 

To generate extra evaluations, Balanced Physique may benefit from working some promotional campaigns. This may additionally enhance their Greatest Vendor Rank (BSR), strengthen their social proof, and will even enhance their natural gross sales. 

Vendor suggestions vs. product evaluations

Simply to make clear, product evaluations and vendor suggestions are completely different, serving very completely different functions.

And, most significantly, since Success by Amazon (FBA) sellers don’t decide, pack, or ship their very own merchandise (and in contrast to product evaluations), any unfavorable suggestions they could obtain would doubtless be Amazon’s fault.

In that case, when suggestions is given for one thing past our management as sellers, we are able to open a ticket with Amazon to have it eliminated.

 

Take the following tips and run with them!

Listings will make us or break us as Amazon sellers, which implies investing the time to make it the perfect it may be is extraordinarily essential. 

So, now that you recognize what to do to optimize your listings, have a look across the Amazon panorama and dissect the listings of prime sellers. Look ahead to rising traits and patterns, and be sure to’re using finest practices for our product pages. 

And in the event you’d prefer to be taught extra about key phrase analysis and automating your itemizing optimization, try Jungle Scout:

 

 

Product Reviews