How to improve my current products listing on Amazon?

Amazon is the wealthiest retailing platform in the world that provides millions of sellers with a high and stable income. As practice shows, everybody can raise their fortune on this considerable marketplace, whether you are stay-at-home mom or successful entrepreneur. If you are good in business development and understand basic Amazon optimization standards and requirements, you will be able to raise your first million on Amazon. 

However, as competition has entered this marketplace, Amazon merchants must bring their best cards to the table if they are going to win. You should always be one step ahead of your competitors to stand out from the crowd. 

In this post, I am going not only explain how Amazon A9 algorithm works, but also share with you some specific and proven methods you can use to optimize your product listing and crush it on Amazon. 

Let us firstly say some words about Amazon ranking system to let you understand how you should build your optimization campaign. 

What should you know about Amazon A9 ranking algorithm?

Amazon has a very user-friendly interface that enables merchants to populate all the data relevant to their products. They can update product description information and upload all kind of video content to Amazon system. Once you know what to insert into your product listing, it makes it very easy to implement any changes.

However, Amazon is distinguished by its constant changes and unpredictable updates, so many sellers appear not ready for it and lose their money. 

That is why this guide contains only up-to-date information based on my researches and Amazon’s official statements. 

The primary thing I should say about Amazon ranking system is that Amazon cares only about its revenue maximization. That is why the primary accent is made on shoppers, not sellers. It makes everything to provide customers with the most accurate search results and make them buy something on a platform. Sales produce sales. So, if you still do not have any right deals, you have zero chance to rank on Amazon TOP. 

I recently heard a lot of seller stories when they buy their stuff to raise their listing positions. And without any irony, I can say it works. It is simpler and cheaper than become a participant in Amazon selling programs where you need to pay a huge fee for each deal and can’t have full control over your inventory and pricing policy.  

Any time you start developing or optimizing your product listing, remember that Amazon cares only about buyers and selling stuff to those buyers. You should balance between good user shopping experience and your interests when it comes to making a decision that will help your stuff sell on Amazon. And please do not try transferring your knowledge about Google optimization on Amazon. There are two entirely different platforms. The first one is focused on information researchers, while the second one is solely based on buying and selling products. Users who come to Amazon rarely hop on this selling platform just for product research. They come here with a buying intent already. So, your only task as a seller to help shoppers convert more frequently. 

In the next paragraph, I will tell you how to conduct your product listing optimization to raise your conversion and product rank.

How to improve your product listing on Amazon?

First of all, you need to make sure you are populating as many relevant search terms as possible to make your listing visible on Amazon search results page. 

Generally speaking, there are three fundamental aspects you need to optimize for:

• Visibility
• Relevance
• Conversions. 

Customers should easily find your listing before they can purchase your products. Search is the primary way that shoppers use to locate products on Amazon platform. As customers search by specific queries, you need to make all possible to match their queries with the keywords that are matched against the information (title, bullets, description) you provide for a product. 

Such ranking factors as pricing policy, relevancy of the listing, selection, and availability can increase your product’s visibility and boost your sales. All these factors plus well-optimized listing will guarantee you high and stable profit. So, let us have a closer look at Amazon listing optimization.

• Title

A title is the most valuable real estate on your Amazon listing. In other words, it serves as a calling card of your business. However, you should be aware that Amazon title optimization guidelines do not look like well-known Google requirements. Amazon titles are extended, descriptive, and keyword stuffed. Your title may have both positive and negative effect on your products performance on Amazon. If your title is short, irrelevant and non-optimized, you won’t rank high on Amazon search results page, even if your products are of high-quality. 

According to Amazon title optimization requirements, your title should contain the following elements: brand, product line, product type, material, color, size, quantity, and other required features.

Your task is to incorporate all these elements in your title, along with relevant search terms that will help your potential customers find your product listing. Amazon ranking algorithm parses better those search terms that appear earlier in the tile. So, it is reasonable to make a list of the most targeted search terms and place them before each character breakpoint in the title. You need to make sure your claim reads naturally and contains all the essential features of the product along with targeted search terms. 

• Bullet Points

Bullets is another Amazon listing section where you can expand your business relevance and raise your product rank. It is a perfect opportunity to present not only features of your product but also its benefits. Moreover, all words that are used in your bullet points will be indexed by Amazon ranking system. So, you need to make sure you include the maximal number of relevant search terms in your bullets. Moreover, it will help to identify your items when shoppers use the search bar. 

Make an accent on the first three bullets as they are most commonly researched by customers. If you have a product warranty, make sure you insert this information in the last bullet on your Amazon listing.  

• Product description

Amazon provides you with one more content section where you can tell a compelling story about your product and insert all the remaining search terms. Here you can tell your customers about your brand and explain to them how their lives become better with the products you sell. A well-crafted content piece with a strong call to action will undoubtedly affect conversions.