Written by Jodie Pride
9th June 2015 • 8 min read
Three times as many buyers search for products to buy on Amazon, rather than Google. Where do you go when you need to know if a product is worth buying? What about when you want the best deal on anything from a book to a refrigerator? Amazon. Yet, you probably don’t pay attention to it’s search engine, much less consider it as a marketing channel worth optimizing for. Even most ‘Amazon Marketers’ are still spending their days trying to optimize their Amazon Listings for Google.
Amazon’s product title is the most important factor to search. You have a character limit of 500 characters in which you should include as many keywords as possible. The product title is also key to earning a high click-through-rate and conversion rate by being as clear as possible about what the product is.
But you don’t want your title to look shabby and disorganised: since sales factor prominently in ranking, keyword-stuffed titles that discourage users from clicking will ultimately harm your rankings.You only need your keyword to appear once. If you can get that keyword into the title, you do not have to worry about including it anywhere else. With 500 characters, you can pretty much include every possible keyword in the title without making it look haphazard.
Amazon suggests incorporating the following attributes in product titles.
- Brand and description
- Product line
- Material or key ingredient
The Amazon bullet points field is currently a suggested field, but an Amazon seller has the chance of being reported ro being warned by Amazon for not including bullet points. This perhaps indicates that Amazon intends to make this a required field sometime in the near future.
The bullet points appear underneath the title, so it’s pretty much instantly visible to the customer. Because of the positioning of the title, image, price and add to cart button, it should be treated as an important field, so get some keywords in there. This is especially important for conversion purposes since it appears close to the Add to Cart button and above the fold in a lot of cases.
The product description is displayed further down the product page in Amazon. Surprisingly, it appears quite a ways down the page depending on other fields present within the listing. It is not a required field, so it makes sense that with this field not being required by Amazon and being below the fold, keywords here are not as algorithmically important. You can still take advantage of it, but it won’t have a significant impact.
Amazon has a keyword field that they use to rank products. There is no need to add any keyword that has already been used in the product title or bullet points because Amazon will simply ignore it. You have five keywords or keyword phrases you can add to the keyword field, so make the most of them.
If you couldn’t include a keyword in one of the other fields, you should definitely add it into the keyword field. This is a great opportunity to add additional model numbers and other information that are relevant, but wouldn’t’ really fit in the other sections.
Say you have a phone charger that can fit 30 different models, you could list the most models in the content that visitors will see, and use the hidden keyword field for the other models (these are keywords). This way you are getting exposure to the lesser models, as well as the more popular ones.
If you’re an Amazon seller, you are strongly encouraged to follow the image guidelines set by Amazon. On their image requirements page Amazon encourages its sellers to upload images larger than 1000×1000 pixels (this is the size required to activate the zoom feature) as they claim that the zoom has proven to enhance sales
If you include images that meet Amazon’s guidelines, your listings are less likely to be suppressed and could possibly increase conversion rates. As Amazon states on their Search and Browse page, more sales equals better rankings.
The prices of your items often strongly influence conversion rates and unit sales. If the price on Amazon compares well to the same product offered on other websites and retail stores, comparison shoppers will be more likely to buy from Amazon and vice versa. For example if you are selling a makeup mirror with a powerful battery powered light attached to it which costs £50, it might not rank as highly as mirrors which cost just £5. If customers are used to paying just £5 for a mirror, it will likely take a lot of convincing to get them to hand over £50. Amazon could detect the low conversion rate and not rank the product or predict the low conversion rate and not rank the product. Whichever happens, the price is likely to be the biggest factor in the poor ranking of the mirror.
If you get more customer reviews and better seller ratings, this is likely to lead to better sales. Most products on Amazon that rank well for broad and general searches have many reviews but it is difficult to tell whether the those good reviews lead to more sales or if high sales volume leads to more reviews. Either way, it certainly doesn’t hurt to have good customer feedback.
Chances are your customers are not going to be motivated to leave any feedback unless you prompt them. You can encourage more reviews by emailing your purchasers and asking them to leave a review – check out tools like Feedback Five which automatically emails your customers after a purchase, which takes out the hassle of having to contact large numbers of buyers.
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