Despite many efforts, businesses seem far from an effective Amazon listing optimization strategy. With over 2.3 million active sellers on Amazon and growing, visibility has become questionable for every seller. Additionally, the A10 (earlier A9) algorithm frequently undergoes updates. So, there is no single, straightforward strategy for obtaining higher ranks. However, Amazon certainly adheres to the idea of serving its customers. A10’s goal is to provide the best results for a product search query. The entire algorithm strategy is based on the concept of the “Flywheel Effect”. The flywheel effect (also known as Amazon’s virtuous cycle) revolves around customer experience and price value. As per this model, lower prices lead to more customer visits. More customers lead to a high volume of sales and thereby, attract commission-paying third-party sellers to the marketplace. Keeping this in mind, along with effective keywords, amazon sellers must employ the following tactics to stand out from their competitors.
- Optimize Product Title and Description Within a Product Listing
This is where creative content marketing practices come into play. As per Amazon SEO experts, the 150 to 200 character limit in the title can act as a powerful tool to attract new leads. A product title should be informative while containing valuable keywords. It should be concise as Amazon recommends a limit of 80 characters for mobile devices. Amazon product descriptions have a 2000 character limit. So, sellers must create compelling content for prospective customers who want to know more about the product. While optimizing, sellers must not mention their website URL or any company-specific information. Amazon willingly contains every transaction within the marketplace to acquire customers for itself.
- Use High-Quality Images and Videos
Product images are a core part of Amazon listing optimization. Hence, Amazon presents certain requirements like image color mode, format, and size specification. Primary images must not have any watermarks, colored backgrounds, product blueprints, or sketches. For “other view” images, sellers must ensure a 1000 dpi (dots per inch), including a product close-up, and also demonstrate a product’s scale. Professional quality video demonstrating a product’s usage can substantially hike sales. It provides more information efficiently in less time.
- Verified Amazon Reviews to Boost Sales
Amazon’s algorithm assigns a significant weightage to genuine product reviews and ratings for ranking a product. As per a study, sellers agree that customer reviews can boost product sales by 18 percent. However, Amazon maintains its integrity by restricting sellers from soliciting reviews. To do this, sellers can use email or actionable CTA (call-to-action) in product material within shipment orders.
- Competitive Pricing
In the introduction, this article spoke about Amazon’s flywheel strategy. The same concept is applicable for a successful product listing. Lower prices are always going to attract customers. Product pricing is a crucial part of Amazon Listing optimization. To attain a higher product ranking, a seller must always offer a better price value than its competitors. Sellers can use certain tools CARL and Informed.co to monitor competitors and gain real-time updates. Amazon BuyBox is another advantage. According to a Big Commerce report, at least 82 percent of sales go through Amazon BuyBox. The statistics are even higher for mobile shopping. Sellers eligible for BuyBox gain a substantial lead over their contemporaries.
Product listing optimization is a must. It is a rich opportunity for sellers with a valuable product to offer their customers. If done incorrectly, a seller passes its sales opportunity to its competitors due to low visibility. There are many more factors that can affect a product’s ranking. Usage of ads, compelling content, and amazon PPC management are some of them. Product FAQs are one more aspect that can prove to be an asset for sellers. The process can seem unending. However, a reliable digital marketing agency offering Amazon Marketing services can ease the process while maximizing sales.