How to research and correctly use Amazon keywords?

I like to start my articles and tutorials toward Amazon optimization and marketing with the statistical data as I suppose numerals dispel all doubts of those who still hesitate whether it is worth to establish their business on this trading platform or not. 

According to the recent industry figures, Amazon is the leading e-retail platform in the United States with close to 136 billion dollars in 2016 net sales. As of the fort quarter of 2016, the online merchants reported more than 310 million active customer accounts worldwide. Amazon is considered as the most valuable brand worldwide and its founder Jeff Bezos is the wealthiest man worldwide with the overall revenue of $91bn. 

Do you know what does it mean? It means that absolutely all merchants who retail their products on Amazon have an opportunity to be prosperous. The size of your slice depends on getting found and converting the searchers that find you into your buyers. Proper Amazon optimization and keywords research can solve both of these problems. If your Amazon listing has all required relevant and high-volume search terms, you get the highest number of users to discover and purchase. If your listing is lack of appropriate and targeted keywords or they are used not strategically, you simply lose your money and potential customers. 

That is why in this article we will discuss how to make a professional keywords research for Amazon bots, and the same time integrates them in a sales copy to make it well-readable and clear for average users. 

How strategically use Amazon keywords? 

If your products do just ok on Amazon, you are most likely lose huge sums of money. If what you sell is of high-quality, you need to do perfect on Amazon. However, it is not enough to make photos of your stuff and write a listing. You need to work hard under your listing optimization to make it well-converted and sales-generating. Moreover, you need to improve the quality of your customer services and delivery. As the practice shows, the sellers that do everything to leave their customers satisfied, win the most revenue on Amazon. 

So, let us briefly discuss Amazon listing anatomy and the ways how to make both robots and users happy. 

Amazon listing consists of the following sections - title, price, bullet points, description, photos, and references. All these sections worth your particular attention regarding search engine optimization. 

• Title

The title is the first thing that can attract or disinterest Amazon searcher. However, creating your title, you should keep in mind not only Amazon searchers but also Amazon bots that scan product titles to show the most relevant results on user’s query. 

To satisfy the needs of both users and bots, you need to create relevant, descriptive and readable titles including in them your targeted search term, type of the product, its size, color, and other significant characteristics. 

Amazon provides online merchants with the tutorial on how to optimize the title. This tutorial is called “Optimize Listings for Search and Browse,” and you can find it here. 

• Price

Another significant aspect of your strong presence on Amazon is competitive pricing policy. Price serves as Amazon ranking factor and gives you a chance to win a Buy Box. You can find “sales price” and “your price” n Seller Central, which is your chance to create a “deal” feeling. However, if your item is austere, this price slash can be unbecoming. Whatever you slash, make sure it looks trustable. For instance, the pricing down from $200 to $170 seems natural, while the pricing down from $200 to $55 sounds unbelievable. Your pricing deals should not call the value into question or devalue your brand. 

To increase your products rank and get more positive reviews, you can put a price lower than average. By making sales at lower margins, you raise your chances to win Amazon Buy Box and become the TOP seller in your niche. 

Moreover, it is reasonable to consider creating publicly listed coupon codes to provide your regular customers with modest discounts (f.e. from 5% to 20% discount). You can reward your customers purchase multiple items, providing a discount on the second purchase. 

• Photos

The quality of your product photos plays a significant role in customers buying decision. They make them click on your listing instead of others. Amazon has its requirements for the quality and size of the photos. You can find them on Amazon help page by this link. 

From my side, I would like to add that Amazon shoppers do not buy your products, they buy what it does for them. If you have a smart approach to your Amazon listing optimization with photos, you can show different use cases of your products to show their real value. Moreover, pay significant attention to their quality and uniqueness. It is better to hire a professional photographer to get photos of your stuff. 

• Bullets

If your potential customer gets interested in what you sell, the second thing he will observe after the title is bullet points. Users need some convincing and details, that is why they look through your bullet points. You need to provide them with all product features in the most precise form. Moreover, it is a right place where you can strategically use your targeted search terms. However, do not overload your bullets with too many keywords as it will look unnatural and can raise Amazon suspicious. Make an accent on the first three bullets as they are considered as the most readable, especially from mobile devices. Do not only enumerate the characteristics of the item you sell but make an accent of its primary benefits. 

So, if the value of the perceived benefits of your product more than searchers values their money, they buy.  

• Keywords

I think that particular paragraph should be devoted to keywords research and usage. I propose to consider your targeted search terms inclusion as a pyramid. At the highest layer should be placed your lead search terms and it is reasonable to include them in a title. Then, the keywords in your bullet points and description. These words are also get indexed that is why they should be relevant and not too much competitive. At the lowest level, we can observe other search terms. It is a different set. 

Creating your title, bullets, description, and photos will account for 80% of your results. That is why your best search terms should be placed here. And if you have some additional phrases that have not yet been used, do not waste them and include in complementary fields.