How to Optimize Your Amazon Listing to Rank Higher and Increase your Sales

Updated: Mar 10



Amazon Optimization can be an easy-breezy learning affair. Are you ready?
Amazon Optimization can be an easy-breezy learning affair. Are you ready?

If you’re not completely happy with your sales and you suspect there’s something you can improve in your Amazon listings, then you’re probably right.

Gut instinct is sometimes the wisest business advisor.

The first thing you can do is optimize your content with Amazon SEO keywords and enticing copywriting for a higher organic ranking and more conversions.


Ok, so what does this mean?


Amazon is known as one of the world’s largest retailers, but it’s also a search engine (like Google). Buyers type in the products they’re looking for and Amazon uses a complex algorithm to show them the most relevant results. People click on listings and after going through the Title, Bullet Points, Product Photos, and Product Description, they decide to buy or NOT to buy.


"So, it's a buyer-based platform." Bingo!


Each listing section is very important because they all work together to close that sale you’re after. The better they add up, the more visitors will buy from you.

"Nobody reads the Product Description." Myth or Truth?


It’s often said that most people don’t even read the product description. Maybe. In this case, you only have the Title and the Bullet Points to convince your future buyers. Fair enough.


But then, what if they need more info and they scroll down to the product description to find nothing there. Besides, why waste 2000 characters? That’s a free ride given by Amazon - you get to describe your product better, and use all the SEO you can while doing it. Why not make the best of this?


#SEOExpertTip: write a kick-ass Product Description as it’s a small but important step in your listing optimization.


The magic wand of optimization


Now let me share a secret: even if your product won't become a best seller overnight, optimizing your Amazon listings will pay off by helping you convert visitors in the smartest, non-intrusive way. How come?

1. It will boost your sales (revenue)

2. More sales, more traffic (Amazon “encourages” listings with a higher conversion rate).


Now you step in. Once people land on your listing, you have to give them the best possible content – yes, THE OPTIMIZED content that will turn them from visitors to buyers.

No matter what needs, goals, and budget you have, an optimized Amazon listing will rank your products (and sales) up high! That is for sure.


Ok, so let's get this done.

Are you ready to pump some Amazon search ranking into those listing of yours?


STEP 1. KEYWORDS


The first step towards maximizing your Amazon listing conversion capacity is to use the most relevant keywords. Keyword research is 80% of the job.


Accidentally forgetting to include a few vital keywords in your listing can harm your chances of being listed in the top search results. The smarter and broader is your SEO keywords use, the higher your exposure to potential buyers.


Sometimes, the difference between “sale” and “no sale” is in a keyword. As simple as that. SEO Keywords help Amazon figure out what’s your product about. When people type in “disco ball” in the Amazon search bar, if you sell disco balls and you used these keywords in your listing, Amazon will display your product in the customer’s searches list. If the listing is convincing, coherent, and powerful enough, they’ll buy the disco ball from you. If not, they’ll simply leave as they arrived, and they’ll take their credit cards with them - to your competitors’ page ☹.


#AMAZON #SEO #ExpertTip: The secret is to have the best of both worlds: rich SEO keywords presence and well-written content.


Your "cure" is a perfect balance of SEO/search terms/keywords and persuasive texts (Title, Product features, Product description). Or, keywords density meeting excellent readability (as I previously said in another article on this blog: Write for humans, not robots)

Not spending enough time on optimization [or paying someone to do it for you - yup, you can hire us and save time, #JustSaying ;) ] is just like throwing money out of the window. There’s nothing wrong with that (just tell me where your window is).


Then think about it this way: optimization is a small investment that will generate profits in the long-run. If you’re either launching a new line-up or you want to boost your sales, maximizing your listing’s potential is a necessity. The sooner you take action, the faster the search engine results will show up.


A few TIPS for your SEO and Keyword Research:


Go to Amazon and use it as a buyer. What would you type if you’d be looking for your product? You’ll notice Amazon is ready to help by suggesting more target keywords. Jot them down in an excel spreadsheet.


Let’s say you sell snorkeling gear. By simply typing “Snorkel”, Amazon will already suggest keyword ideas like “snorkel set”, “snorkel mask full face”, “snorkel vest” for you. So that’s what people who are into snorkeling need and that’s what they search on Amazon.



You can also pick up a few suggestions for Google (or other search engines) via Google Keyword Planner, but always remember Google is more general. Amazon is your marketplace. That’s where your shoppers are and that’s where you’re selling.



Sneak a peek at your competitors. You’re after the same snorkeling enthusiast’s credit card after all. Pick up the top sellers and the ones who have many reviews, copy their listings’ titles in a word doc and take a good look at them.



You’ll start to notice the most relevant search terms yourself, for instance, “snorkel set” is a good keyword, as well as keyword phrases “diving mask” “diving set” “trek fins” “flippers” “silicone mask” “snorkeling set”. These are the main keywords you’ll have to add to your excel spreadsheet.


Wanna find the best keywords for SEO that take your keyword analysis even further? You can always use free tools like Keyword Tool (as you can see below, they already found 145 keywords based on “snorkel”. Not too bad, eh?) or KWfinder.



OR, if you can spare some dollars, you can go pro and use tools like Merchant Words or Helium 10. They'll help you find keywords and display their monthly volume as well. The difference between them and a free keyword tool is that Merchant Words will give you 4368 keywords only for the US. It’s up to you how deep you want to dive into this keywords research. (The numbers indicate the Monthly Search Volume for the chosen keyword - "snorkel" in our case).



Now copy everything in your excel and that should give you a pretty good idea of what your Search Engine Optimization SEO should be focused on.

#ExpertTip: Remove duplicate words from your keyword list.


In a nutshell:

  • Use the dropdown keyword suggestions from the Amazon search bar

  • Use your niche competitor’s products for inspiration

  • Seek “professional” help from well, professional Keyword research tools like Sonar, Merchant Words, KWfinder.


STEP 2. TITLE


Amazon has product-specific Title structure guidelines, for instance:

➡️ Desktops and Laptops: Brand name + Model no. + PC Type + (Processor + RAM MB + Hard Drive Size + Optical Drive)

➡️ Bedding/Pillows: Brand name + Line + Size + Product Type, Quantity

➡️ Tableware Sets: Brand name + Style/Pattern + Product Type, Amount

➡️ Cookware: Brand name + Line + Size+ Product Type

➡️ Small Home Appliances: Brand name + Model # + Model Name + Product Type, Color.


In general, a listing title must contain at least the following: 

  • Brand name

  • Colour/flavour/variant

  • Size/quantity

  • Keywords.

An SEO-optimized Title will focus on the last part: Keywords.


Now three main questions arise 1. Do we use the keywords in a specific order? 2. "I've seen SEO titles and they look horrible". They look like they were written by ET for some other extraterrestrial entities. CAN THEY make sense to a human being AND rank well at the same time? AND MOST IMPORTANTLY: 3. Is there a secret formula to a fully-optimized Amazon product page Title? Yes, there is. Here are 3 helpful suggestions you can start with:

1️⃣ Primary/most relevant keyword) by [Brand name][3 high-volume keywords strictly related to your product ][quantity/size]

2️⃣ Brand name + main keyword + product attribute + key feature + variant

3️⃣  Major benefit + Keyword for [person/type/activity keyword] Function + USP + Keyword – Brand Name – Compatible with [Secondary brands + keywords].


Now, remember, Amazon doesn’t like keyword stuffing and neither do your clients. Stringing together as many keywords as possible, without any sense of logic or coherence might help your search engine ranking, but it will definitely not grab anyone’s attention.

Instead of displaying a robotically-pasted list of keywords or “terms”, you can pick up the most valuable keywords and smoothly weave them into a powerful headline that’s informative, full of benefits and you'll have SEO content that's SERP friendly and sounds nice.


Title guidelines, as per Amazon Seller Central:

Capitalization:

  • Feel free to capitalize the first letter of each word, but don’t use ALL CAPS.

  • Don’t capitalize conjunctions, articles, or any prepositions with less than 5 letters (or, for, and, an, a, the, over, in, on, with)

Numbers and symbols:

  • Use numerals (“3” instead of “three”).

  • Spell out sizes (5 inches, not 5″).

  • Don’t use symbols (! * ~ $ ?) or Type 1 High ASCII characters (such as ô, Æ, ©).

Product information:

  • Don’t include price or promo messages (“Sale” or “Free Shipping”).

  • Don’t use subjective wording, such as “New,” “Hot Item” or “Best Seller."

  • Don't include marketing tricks ("Bonus," "Free," "Stylish," etc.).

Leave out stuff that doesn’t mean anything to your audience: Serial numbers, words, or codes (in the listing title below, the “DZT-50-9BK” part could be easily replaced with some fantastic product benefit that makes your client’s life better, happier, etc).




Include awesome features that jump right out to your people (clients).

Now back to the snorkel set... check out this listing:



Notice how they use powerful keywords we bumped into earlier? They also explain briefly how their nice set helps snorkelers see better underwater thanks to the anti-fog lens. Plus, the diving mask is made of “Impact Resistant Tempered Glass”, it’s "watertight" and it has an “easy adjustable strap”. More - “Waterproof Gear Bag Included.” What’s not to like?



In a nutshell:

  • Use all the characters available and use them wisely.

  • Avoid promotional or salesy phrases and simply tell it like it is.

Format your title to increase readability. The most powerful tricks here are: capitalize the first letter of most words, and use | and – [] as much as you like.

By doing so, you allow your title to breathe and look more natural, and secondly – you give your future clients a nicer reading experience instead of attacking them with a string of SEO stuff which basically reads like “cafsfa slfmlkv mdk svndskvn divje.”


Don’t underestimate your buyers. Treat them with easy-reading titles and they’ll return the favor by clicking on your product and eventually adding it to their cart.

#Shortcut AMZ #writing tip: Alright, alright, let's say you're in a hurry. You have one hour, and 20 product titles to spruce up. There's a fast lane, my friend. It's a great Amazon keyword tool for Title optimization called Title Builder (read about it here). There you go. Chop chop.


STEP 3. BULLET POINTS


You have 5 bullet points. Use them as your elevator pitch. Most buyers don’t get to the Product description so this might be your last chance to show them your product is amazing.

Nail it! Don't forget that bullets should be keyword-optimized, so include some powerful keywords from your excel list.

According to Amazon Guidelines, you can follow this pattern:  

  • Bullet #1: A short description of your product

  • Bullet #2: Materials and construction

  • Bullet #3: Major feature(s)

  • Bullet #4: Minor feature(s)

  • Bullet #5: Included accessories.

OR you can highlight the TOP 5 features and their benefits. Your visitors already know from the title what you’re selling so now show them how your stuff makes their day/life/garage/home/holiday better, faster, happier.


A nice way to structure these bullet points is by using CAPITAL LETTERS in the beginning.


Be concise, stick to the essential features that differentiate your product. Why it stands out? Pick your words carefully. You only have 100 characters for each bullet, so be wise. You’ll have plenty of space in the Product description to fully describe everything your product does.

Fill in as many details as possible. Use minimal punctuation, if any at all.


Never, ever leave fields empty.

Be unique. Be creative and of course...USE YOUR KEYWORDS :)


Also, don't ignore your competitors. Stalk them. Ouch, that doesn't sound right.

Ok, study them. See the bits where they fail and build on that to make your listing stronger.

Phew, it’s a lot to take in... If it’s any help, keep in mind that you don’t do this every day.

Let's see an example given by Amazon as "best practice":  • Earphones with three separate balanced speakers  • Noise-i