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Now that we’re becoming increasingly dependent on artificial intelligence and complicated algorithms to help us sell on Amazon, it’s probably a good idea to understand the role that our smartphone plays in your overall optimization strategy.

That’s because shopping on Amazon’s marketplace is vastly different on a mobile device. With almost 25% of users indicating that they prefer shopping on their smartphone, it’s not an insignificant number. 

The good news (for Amazon shoppers and sellers alike) is that Amazon SEO is clever enough to be able to differentiate the way that shoppers are navigating the Amazon marketplace. Are shoppers on a desktop, or on a smartphone? Are they taking advantage of the Amazon app, or are they using Google’s popular Chrome browser? 

Poor Amazon listing optimization may lead to an inferior user experience and negative feedback. That’s just going to drive away potential customers. To make sure that’s not the case with your Amazon product listings, this post is going to address best practices for optimizing your Amazon listing for mobile devices to increase conversion rates.

Why Is It So Important to Optimize Your Amazon Product Listing for Amazon Mobile SEO?

Amazon’s shopping app has over 197 million monthly active users and that fact, combined with the steadily growing number of shoppers employing live selling strategies – from Amazon as well as your favorite influencer – means that optimizing for mobile SEO should be a first step.  

If you’re shopping with your mobile device, there are two device types, tablet, and smartphone. The tablet is very similar to what you’re used to seeing on your desktop. However, that all changes when it comes to your smartphone. The sheer size alone of a smartphone requires a completely different game plan to maximize your SEO gains.  

Mobile optimization is no longer a nice-to-have attribute – it’s become an absolute must. In an age where more than half of all overall internet traffic comes from mobile devices, it’s vital for online businesses – particularly for those of you spending time navigating Amazon’s Seller Central – to optimize your Amazon product listings for mobile users.

Start With the Right Keyword Research Tool

It all begins with keyword research. Relevant keywords mean that you’re aligning with the customer search terms used when shoppers are browsing the platform. Once you’ve done that, a healthy chunk of your work is already done. 

Even if you’re able to create a product listing with evocative photos and great descriptions, that’s not going to win you customers if your product doesn’t show up at the top of the page in the first place. That’s why Amazon keyword research is a critical step. 

Fortunately, Amazon keyword research tools are able to automate this task. All you need to do is provide a basic seed keyword and the tool will do much of the heavy lifting. 

Google’s Keyword Planner, Helium 10, Ahrefs and SEMrush all offer slightly different versions of effective keyword tools. All of them will make sure that you’re working with the right search terms.

Leverage Amazon’s Mobile-Friendly Features

First and foremost, it doesn’t make sense to sell on Amazon’s marketplace and not take advantage of the platform’s own mobile optimizations. It’s critical to be sure that you’re using all the features Amazon offers that are mobile-friendly. 

A+ Content and Amazon Brand Stores are both designed to look great on mobile devices. They provide a visually appealing and easy-to-navigate experience for users, which can boost conversions significantly for an Amazon seller. 

In 2021, Amazon released an update allowing sellers to easily create a mobile or desktop view of their Amazon Storefront. When building your Store, you can switch between device views to see the progress of your design in real time and add assets that are optimized for each device. 

Amazon’s changes means that it’s now easier to visualize how your Amazon Store will look on a mobile device with the Store Builder’s mobile-first update. However, Amazon recommends testing your Store on an actual mobile device to discover errors that can affect your shoppers’ experience.

Make the Most of Your Amazon Product Title

An Amazon product title on a mobile screen doesn’t display as many characters as it does on a desktop. While desktops display up to 200 characters, the mobile search result shows fewer than 70. Be sure to use relevant keywords to incorporate the most crucial information – brand name, product type, key feature, size, and color – within this limit. This way, your customers get the important information without having to click through.

Optimize Your Amazon Product Images

Images are critical in the mobile shopping experience. When it comes to Amazon product listing optimization, they are the first thing that catches a viewer’s eye. That can make or break the decision to click on a product. 

Unlike the nine images allowed by the desktop view, only the first seven of your product images will be displayed on the mobile product page. Use high-resolution images that clearly display the product.

Ensure your primary image stands out against Amazon’s white background, so it’s easily visible on smaller screens. Include the zoom feature by using images larger than 1000 x 1000 pixels. This lets potential customers see product details on their relatively tiny mobile screens.

Simplify Your Amazon Listing Content 

Mobile screens are smaller, which means you have less space to describe your products. On mobile, the Amazon product description is displayed directly above and in a block with bullet points. On the desktop, however, the description appears separate from the bullet points, and later on the product page. 

Instead of the desktop platform’s five bullet points, a mobile shopper is shown only three on the product page. The fourth and fifth bullet points become visible only after a user taps Details. Because of that positioning, there’s equal importance placed on the mobile description and bullet points.  

Break down your product descriptions into short, scannable bullet points instead of long paragraphs. Use clear, straightforward language and highlight the product’s key features and benefits. The goal is to convey important information in a way that mobile users can digest quickly and easily.

Keep the Good Stuff ‘Above the Fold’ 

The ‘above the fold’ section refers to the portion of the screen visible without scrolling. This is the first information that search engines will display to your customers. Use this space wisely. Include essential details like price, shipping information, and any critical product features.  

As mentioned above, bullet points are more likely to be seen in this area on a mobile screen than in the description field, which requires the user to scroll further down the page.

SEO Best Practices Contribute to Amazon PPC Advertising Wins

If you’ve spent any time at all worrying about the searchability of your Amazon listings, you’re likely familiar with the crucial strategies such as ensuring product visibility, creating compelling differentiation, and grabbing the user’s attention enough to stop them from scrolling.  

These strategies aren’t just applicable for Amazon listing optimization, they are equally critical when it comes to the Amazon PPC advertising platform.  

Here are three reasons why:

Visibility and Search Volume

Visibility is fundamental in both Amazon listings and its advertising platform. It’s linked directly to your product’s search volume. In Amazon’s crowded marketplace, your products AND ads both need to stand out to be easily discoverable. This is even more crucial on mobile devices, where screen real estate is limited.  

You can improve visibility by leveraging Amazon’s ad placement options like Sponsored Products, Sponsored Brands, and Sponsored Display. These ad types appear in search results and product detail pages, which can dramatically increase your products’ exposure to potential customers. Use relevant keywords in your ads, just as you would in your product listings, to ensure that they show up in appropriate searches.

Differentiation Means Increased Product Ranking

Differentiation is another shared strategy between listing and ad optimization. Your product might be one among thousands of similar products on Amazon. That’s why it’s vital to your product ranking that you highlight the aspects of your product that sets you apart. This could be anything from unique features, superior quality, competitive pricing, or excellent customer reviews.  

The same applies to your Amazon mobile ads. By drawing attention to these differentiators in your ad copy or images, you can attract more potential customers and convince them to click on your Amazon ads over competitors’. What sets you apart should be concisely described and impactful, as mobile users typically skim through information quickly.

Stop the Scroll, and Rank Higher with Maximized Listing Quality

Your ability to stop the scroll  is the difference between a winning and losing product. The average mobile user scrolls at an alarming speed, so your product listing or ad needs to be eye-catching to make them pause and pay attention.  

High-quality, engaging images are crucial here, as visual content is typically what catches the eye first. For ads, compelling headlines and ad copy are what makes all the difference.  

But, don’t guess. Make sure that you test your images in a mobile environment to get the best results. 

Get a Big Head Start with Amazon Brand Management 

Mobile optimization is not a set-it-and-forget-it activity. You need to continuously adapt and optimize your listing as consumer behaviors and Amazon’s algorithm changes.

Because not everyone has the time to constantly stay on top of these changes, Full Service Amazon Management is a path that increasing numbers of successful entrepreneurs have chosen to hit the ground running and then maintain that forward momentum.   

Canopy’s experts have their finger on the pulse of ecommerce and are at the front line so that you don’t have to be. Talk to our team about how you can best use next-level Amazon listing optimization to grow your brand online.