4 Ways to Optimize your Amazon Product Listings
August 20, 2018
Regularly credited with disrupting the entire retail industry, Amazon is changing the way that people think about shopping for a variety of products – over 353 million(1) different products, at last count.
As a seller on the Amazon marketplace, it is vital to optimize all product listing components to give your product the best chance of attracting the attention of one of the 310+ million customers(2) that use the Amazon platform to make consumer decisions.
Optimizing product listings for accuracy can result in increased visits, conversions, and profits. By utilizing a single, fully-integrated system to deal with eCommerce initiatives, retail managers can oversee multiple postings, not just on Amazon, along with the shipping of inventory across various outlets and other processes relating to the omnichannel experience.
There are several ways to make product listings the best they can be, including:
The best images on Amazon meet some simple conditions. First, they show the product used from multiple angles and include the packaging and photos that demonstrate the actual size of the product.
Different photos should be selected for different purposes. The parent SKU main image is the primary, large picture that is displayed on the initial results page. The child SKU images are the smaller, thumbnail pictures that can be selected from the product page.
The parent picture should be the best full-product view; the child images should include different angles, views, and colors, if available.
Every image, however, must follow the Amazon technical specifications for images, including acceptable image format, color format, and dimensions. Each image should cover 85% of the frame on a white background.
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The default title style is Brand + Model + Type; the basic style then changes depending on which category a product is listed under. For example, a ‘Cookware & Cutlery’ product listing should follow the template Brand + Line + Size+ Product Type; while a bath towel template is Brand + Line/Pattern + Material + Product Type + Quantity and Color.
In addition to style recommendations, a seller should follow certain style guidelines that apply to all products, regardless of category.
- Capitalize the first letter of each word
- Spell out measure words (ounce, inch, pound)
- No ampersands (&) unless part of the brand name
- No sizes or colors should be included in title, unless product is available in multiple colors
Bullet point and description
Bullet points are listed to bring the major features of the product to the buyer’s attention; they should include the most important information in descending order, so that the buyer gets the salient points even if they don’t scroll down the page. Some of the details that should be included are:
- Full contents
- Materials and construction
- Major features and benefits
- Control/setting, pattern/design
Descriptions should include the information that has been included in the bullet points, providing additional details and supplemental information. Writing in full sentences, creating an engaging, interesting narrative, and remaining informative are all key to maximizing the impact of a product description.
Ratings and Reviews
Ratings are incredibly important to conversions and sales, with over 90% of shoppers(3) refusing to purchase an item with less than three stars. Amazon is also testing a feature called ‘customer ratings’, in which customers can rate and comment on specific product features.
Because the star ratings factor so heavily into the purchasing decision, it is vital that a retailer monitors product ratings and reviews to ensure accuracy and to identify areas for potential improvement.
The opportunity offered by the Amazon and other marketplace is enormous, and as Amazon continues to grow, so will the number of products offered, and the size of the audience of shoppers that a business can reach.
Utilize eCommerce solutions for accurate postings
All of these optimizations tips work in tandem with eCommerce platform management solution like ChannelGrabber to integrate seamlessly with webstores, eBay, Amazon and many other sales channels. These solutions enable managers to oversee the shipping process holistically, with speed, efficiency, and accuracy.
ChannelGrabber is a complete retail hub for simplifying inventory management, listings, and fulfillment for omnichannel eCommerce success. Online retail entrepreneurs can increase sales and save time with automatic inventory syncs across platforms, instant invoicing, and one-click listing duplication.
1 – https://www.retailtouchpoints.com/resources/type/infographics/how-many-products-does-amazon-carry
2 – https://www.statista.com/statistics/476196/number-of-active-amazon-customer-accounts-quarter/
3 – https://www.nchannel.com/blog/amazon-statistics/#AmazonStatsInfo