It all started when someone asked a simple (and slightly long) question:
“How do I move my Amazon listing up the rankings and get them on the first page of search results?”
In a nutshell, the answer is “Product Listing Optimization”.
It’s that simple. Why? Because if your Amazon content is not (1) powerful and persuasive enough AND MOST IMPORTANTLY (2) doesn’t use relevant keywords, what are the odds of it ranking well? And your competitors will laugh all the way to the bank because you’re losing sales to them.
For those interested in boosting their Amazon ranking to sales, Optimized listings guarantee 3 things: More visitors. More conversions. More profits.
TIP #1 Use all the space you have
Each Amazon listing content “pillar” comes with character limitations, for instance, the title has a 200 character limit - including spaces - for most categories), bullet points must not exceed 5 x 100 characters each, Product description - 2000 characters and Search Terms 5 x 50 characters. You should use all of it.
TIP #2 Write keyword-dense content with irresistible benefits
Always step into your clients’ shoes. What bothers them. What do they need? WHAT DO THEY WANT? Then show them how your product can fill in that gap. But not just this. It must fill it better, faster and way sexier than your competitors.
Ask yourself: “Why would they buy my product when there are thousands of similar products out there?” What makes your brand pop? And WHY?
A trick I use for picking buyers’ brains is reading product reviews. If your product is not launched yet, read the product reviews on your competitors’ pages. You’ll see where their goods are winning people’s hearts and which bits drag them down.
You can also use these details to upgrade your products. Trust me, the time spent reading reviews always pays off. I started to know more about my clients’ products than they even knew themselves. And it helped a lot.
For instance, one client was selling handprint kits for babies, but what she didn’t know was that most of her clients were buying this set for imprinting their cats and dogs' paws.
Baby prints estimated monthly search volume = 20 000. Paw print = 174 500.
So, by simply adding keywords like “paw prints” or “animal print” and refer to this segment, you reach more buyers.
TIP #3 Write for humans, not robots
A few years ago I was reading an IDEO book about Human-Centered Design. One of the Chapters was “YES, PEOPLE ARE HUMAN!” and I thought: indeed, what a revelation! The compulsive obsession with numbers, statistics, and SEO make some business owners or even copywriters disregard this simple, yet powerful insight.
So always write for humans, not for “buyers”, “customers”, “clients”, “audiences”. Write for people who laugh and cry, for those who dream of a long bath after a stressful day at the office, for joggers who wake up at 6 in the morning. What makes them tick? What do they crave for? Where does your brand fit into their daily routine/lifestyle/future plans?
TIP #4 Don’t put all your eggs in the SEO basket
A client once told me “My listing has all the SEO. I took care of it. No need for a copywriter.” Well, having the Amazon keywords there will help your listing rank higher, there’s no doubt about it, but how many conversions will it bring?
If you just paste keywords and fill the listing with them without any logical coherence, actual buyers will be tricked into clicking onto your product, but once they’ll want to make sense of the content, they might be left with so many questions that they’ll just leave. Where? Probably to another product that has a well-written description: for human beings and not for “Amazon SEO targets” that is.
Here's what you can do to boost your Amazon Conversion Rate:
✅ Find the right price for your product (compare it with your competitors’ first, then think about the options you have. Consider your costs and fees first, double-check your profit, think about the positioning: are you a low-cost leader or do you offer premium quality (therefore higher prices)? You don’t have to go cheaper. Plus, profit matters more than conversions. BUT you can run a discount price for a while, just to encourage sales, why not?).
✅ Request reviews from your buyers – Positive reviews are one of the best tools you have, so use it. Send follow up emails 3 days after delivery, 7 days after delivery or both and ASK for reviews (make it nice and smooth, without pissing Amazon OFF by disregarding their rules related to review requests). Be polite and non-intrusive or pushy. You can also use product inserts (delivered with every order) where you can also ask them to mention if they’re unhappy about the purchase. In this way, you get the chance to prevent bad reviews and help your customers BEFORE they might leave a nasty review live on Amazon, and kill all the joy.
✅ Run a promotion – make your product cheaper for a limited period. Although you lower your profits, in the long run, this strategy should help by increasing your sales and therefore your Amazon ranking, so it’s well worth trying. You have more promotion options and strategies, including Giveaways, Percentage Off, Social Media Promo Codes and Buy One Get One (BOGO). Whichever you choose, it will not just enhance your conversions, but it will also get you the much-needed early sales, drive more traffic to your listings, boost brand awareness, and help you receive ratings that drive future sales.
✅ Use Amazon Pay Per Click (PPC) advertising to increase sales and help your product show up higher on the screen. You’ll only pay when Amazon shoppers click on the advert and land on your product page, so you’d better have the listing already optimized for their “hungry” eyes. Go after specific long-tail keywords, check what keywords your competitors use, make sure your targeted keywords match 100% your product listings, track and adjust your budget and spending based on performance.
TIP #5 Target keywords
Do your research and focus on relevant keywords, then use them in your listing (and in your back-end search terms fields). The more relevant they are to Amazon shoppers and what you’re selling, the better Amazon's A9 algorithm will pick up your offer and show it to those who are interested in it. Use keyword research tools like: Merchant Words, The Scientific Seller, Sonar From Sellics, Magnet from Helium 10, or keywordtool.io.
TAKEAWAY: Relevant Keywords + Persuasive copy = Amazon Love
What I mean is: optimize your product listings with the best keywords and persuasive copy.
This “tiny” update can get your product sold out overnight – yes, it can happen, but only if all important conditions are met (good product quality, great reviews, good value for money). Every detail matters.
For instance, don’t expect the "This item is out of stock" message very soon on your Amazon pages if 30% of your clients gave you 1-star reviews. Listing optimization and flawless product quality go hand in hand. The former cannot fill in the gaps of the latter.
Now optimize, optimize, optimize!
Do you need any help? Get in touch with us at firstname.lastname@example.org or hire an Amazon expert copywriter to write or optimize your product listings.