As the world’s largest eCommerce storefront, it’s no wonder that businesses are clamouring to be seen on Amazon. Not only does Amazon bring a fantastic amount of traffic to a sellers’ product listing, that traffic is primed (heh) and ready to purchase.
That’s right, while clicks on Google often belong to browsers and researchers, Amazon attracts buyers. And isn’t that what every cash-hungry eCommerce business wants?
Amazon product page traffic is so valuable that a good conversion rate on an Amazon product page is widely considered as 15%, which is around 3-5x the average of other eCommerce sites.
Making sure your product page content is optimised for both search and Amazon marketing best practices will help you maximise that purchase-ready traffic.
We’ve listed our 7 favourite hacks to help you sell on Amazon.
1. Ensure your product titles are descriptive and to-the-point
Your product titles are one of the most important elements of your Amazon product listing. While you should be short, descriptive and to the point, you to have around 150-250 characters to work with – giving you plenty of room to tell your prospective buyers exactly what they’re getting.
You need to include the following in your titles:
- Brand name
- Name of the product itself
- Any distinguishing features such as colour, use or size
So if you’re selling baby wipes for example, your title could look a little something like this:
Pura Baby Wipes (10 Packs Of 70 Wipes, 700 Wipes), 100% Plastic Free, Biodegradable, 99% Water, Organic Aloe Vera Vegan, Suitable For Sensitive & Eczema Prone Skin, Midwife Approved
This product title is easy-to-read, packed full of keywords, and tells the customer exactly what they can expect from the product.
A quick type in Amazon’s search bar will show you some of the recommended search terms, showing you what buyers are looking for.
2. Use high-quality images that follow Amazon’s rules
Images are hugely important when creating your product listing. Images are what grabs the buyers attention as they’re scrolling, so you need to make sure they’re high-quality. However, Amazon has some strict rules to follow when it comes to images.
Firstly, images must be be a minimum of 1,000 pixels x 1,000 pixels to take advantage of Amazon’s zoom feature, which allows buyers to scroll over an image to enlarge it. We recommend ensuring images are 2,000 x 2,000 for added granularity.
Unlike other ecommerce platforms, Amazon requires that the main image for your product includes only the product that you are selling, on a white background. This keeps Amazon’s search results clear and uncluttered, with no off-brand text or bages.
It’s strict, but it works – Amazon cites that site visitors buy far more when products are displayed against a plain white background.
When it comes to your secondary images, depending on your product type and category, you can make use of around 5-9 images for your listing. You can be more creative with these images, so long as that main image is on a white background.
Ideas for your secondary images could include:
- Your product as seen from different angles
- Your product label
- Images of your product in action
- Images that show your product’s size compared to a human hand
3.Use the bullet points effectively
The next part of optimising your product listing is to maximise the use of the bullet points. This punchy section allows you to really drive home the most important features of your product, whilst answering other queries people may have.
Here’s an example:
- PLASTIC FREE BABY WIPES – Pura’s sustainable baby wipes are made from biodegradable plant fibres, making them 100% plastic-free, 100% biodegradable, 100% compostable and 100% vegan & animal cruelty free. They even come in recyclable packaging! 90% of other baby wipes contain plastic. But not ours
- ENVIRONMENTALLY FRIENDLY – our eco-awesome baby wipes will biodegrade quickly in landfill. Please do not flush – we have a whole other range of wipes for that!
- PURE MATERIALS ONLY – containing organic aloe vera, they’re as kind to babies’ bottoms as they are to the environment. Soft, gentle and completely free of any chemicals, our wipes are approved by midwives and paediatricians, and clinically proven to be suitable for the most sensitive skin
We’re not shouting – you should use all caps for the beginning of your bullet points can help you to emphasize key features.
4.Work to gather customer reviews
Buyers love reviews. This is true internet-wide but especially so on Amazon, where your reviews impact on your product listing in a number of ways.
Firstly, your average star rating will appear alongside your product in the search results. A product with an average star rating of 4 or 4.5 stars will typically outperform a similar product with only 3 or 3.5 stars. Also, it’s not just a case of collecting a few 5 star reviews and considering it done. A number of factors affect your average star review: Whether a product is bought at a discount; how long ago the review was left, and how helpful other Amazon shoppers say a review is to them.
Pro tip: Try to gather organic reviews from people who pay full price for your product, as these mean more.
Secondly, the Most Popular Reviews section, which lists reviews the most voted ‘yes’ for being helpful to other users, can affect your conversion rates and sales. Typically, the more 4 and 5-star reviews that appear in this section, the better your product page will perform. Alas, you can’t affect which reviews feature here.
Thirdly, the Most Recent Product Reviews section features your 10 most recent reviews. The only way for a review to move out of this section is to gather more reviews to push them out.
Our top tips for making the most of reviews is to ensure you sell a quality product, treat your customers with respect, take care of issues quickly and always offer an outstanding service. Basically, don’t be a dick. Responding to customer reviews can also help your reputation, so we recommend being proactive and staying on top of this. Strive to be the greatest, not just another seller.
5. Utilise the Q&A section
The Question & Answer section allows customers and would-be customers to ask questions about your product. These questions can be answered by other users, or yourself as the seller.
Instead of sitting around waiting for people to ask questions, consider getting a friend or colleague to post a question for you to answer. That’s right, fake it ‘til you make it.
If multiple answers are provided by either customers or sellers, Amazon displays the answer that has the most votes (votes are submitted by either clicking on the “up” or “down” arrow next to the answer).
Because anyone can submit an answer, keep an eye on this section and ensure that the answers displayed are correct.
6. Add a video to your listing
Adding a video to your listing gives you a game-changing advantage over your competition. 90% of customers say that videos help them make buying decisions, and conversion rates on landing pages with video increase by up to 80%.
Product videos help shoppers understand your brand and product, help them to make a purchase decision, and ultimately increase sales.
Example videos for you to consider include a product demonstration, explainer video, customer experience video, or even just an ad.
7. Test continuously to find what works best
When it comes to Amazon, your work is never done. In order to make sure you’re maximising your sales opportunity, it’s crucial to test continually to find what works best.
When testing, make small changes and give plenty of time to measure the impact of those changes. You should also only test one element at a time so you know exactly what change is making the impact.
We hope you find the above helpful when building your Amazon marketing strategy. There are many factors that will impact your success on the platform, but optimising your product listing using the tips listed above should send you well on your way to Amazon glory.
If you need some extra help, drop us a line – we’re Amazon Marketing Partners and we’d love to lend a hand. You can catch us via our contact page or email us at firstname.lastname@example.org