09/01/2021
HOW TO CREATE THE PERFECT AMAZON LISTING
As an Amazon seller, your product listing is your storefront. Like a window display attracting shoppers, your listing title and image on a search results page get buyers to click. Buyers then get a full impression of your item at the product page with your detailed description, customer reviews, and additional images.
Listings should provide all of the knowledge that a buyer needs to make a purchase, so they’re the key to making Amazon sales. As a seller, it’s paramount that you craft your product page in a way that’s going to attract buyers quickly and easily.
The content— your product title, description images — is what makes or breaks your listing page. It has to be both informative and engaging so buyers trust your brand and understand why they should purchase your item.
Elements of a Great Product Listing
There are a few basic elements of great Amazon listings that drive sales. They have:
• SEO-driven keywords
• Detailed product descriptions
• Scannable formatting
• Engaging visuals
Seo-Driven Keywords
Search engine optimization (SEO) is the key to driving buyers to your Amazon listing. It guides search engines to rank your listing high in search results so that your product is highly visible to buyers.
Amazon’s search engine and outside search engines interpret the keywords you place in your listing to determine whether your product is a relevant search result. The trick is to include keywords in your listing that your key buyers are frequently searching — that way your listing is ranked high where it matters.
Say, for example, you’re selling a speaker and want to rank for the highly searched keyword “Bluetooth,” a key feature of the product. You would include “Bluetooth” throughout your product listing so search engines tie your item to that term in search results.
To avoid lower rankings, we recommend moderately including keywords in relevant areas of your listing. Here are a few recommendations:
• Include target keywords in your product title. Avoid overloading your title with keywords, though— this will make your listing look like spam to buyers and search engines. Instead, stick to your most essential keyword phrases.
• Distribute your keywords consistently and evenly. We recommend including target keywords two to three times throughout your listing and spreading them out every 100 to 200 words.
• Use variations of your target keywords. If you are targeting “purple phone case,” for example, you’d also want to use phrases like “phone cases that are purple” or “purple-colored phone cases.”
Detailed Product Information
Your product description is like the salesman on the shop floor. It has to gain the buyer’s trust by explaining product information while also sparking shoppers’ curiosity and interest in the item.
First and foremost, your product description should be comprehensive and accurate. Making false promises about your product may win a sale initially. In the long-term, though, the buyer will most likely return the item, and your seller reputation can be harmed.
Beyond including basic product information, a great listing description also takes into account buyers’ motivations. Instead of just listing product features, highlight the benefits of your item that your key customers will care about the most.
For example, say you’re selling a mobile phone with Bluetooth 4.2. As a customer, this technical spec isn’t emotionally powerful— I’m much more invested in the function of Bluetooth, being able to connect my phone to other devices. To grab my interest, a description of the product might look something like this:
“The Bluetooth V4.2 ensures your device is compatible with a broad range of devices while providing faster data transfer.”
Scannable Formatting
Amazon buyers aren’t going to read your entire listing — there are too many products on the marketplace for customers to read every page entirely. Instead, it’s more likely that a buyer will skim your listing to determine whether they want to make a purchase.
Clearly separated, the five bullet points at the top of every Amazon listing are easy for buyers’ eyes to scan.
Knowing that customers are going to focus on these points, you want to strategically include product information in a way that highlights the best features of your item. Here are a few tips for highlighting your product information in a listing’s bullet points.
• Place your product’s best attribute in the first bullet point. A buyer may stop reading your bullets if the first point isn’t captivating. Grab their attention by highlighting your product’s best feature in the first point.
• Consider writing your key product features in all caps. Amazon’s description formatting is pretty restrictive — you can’t use tools like bolding to highlight your product features. A simple fix is to write your product’s most important features in all caps to draw in buyers’ attention.
• Keep your bullet points short and sweet. You risk losing buyers’ attention if you include too much information. Keep your bullets short with only the most essential product information. We recommend mostly using a bullet length of one line and at the most, two lines.
Buyers’ eyes are naturally drawn to a listing’s bullet points — take advantage of this scannable formatting by highlighting your product’s best features in short, easy-to-read bullet points.
Product Images
Our brains gravitate towards images—90% of the information transmitted to the brain is visual, and we process images 60,000 times faster than text. With this psychology, clear, high-quality product images can quickly convince Amazon buyers to make a purchase. Capture your customers’ attention with these product image tips:
• Use high-resolution photos. Amazon recommends that product photos be at least 1,000 pixels in either height or width.
• Include multiple photos. Since Amazon buyers can’t physically interact with your products, including multiple images is a great way to build their trust in your brand and feel confident in buying your item.
• Edit your photos to make your products pop. Tricks like increasing the exposure, reducing shadows, and adjusting the contrast can make your product colors stand out and catch buyers’ attention more easily.
Taking the time to carefully select and edit your product photos pays off in the long-run. With attractive images, your listing grabs buyers’ attention and builds their trust in the product so they feel comfortable and ready to make a purchase.
