Amazon Product Listing Optimization: A Complete Guide

April 30, 2021
April 30, 2021 Alex Smythe

Amazon Product Listing Optimization: A Complete Guide

In the last decade, Amazon has been a choice platform for sellers looking to grow their e-commerce business. It is no surprise as more than 89 percent of buyers prefer to buy from Amazon than other e-commerce sites. 

However, the incredible value that Amazon offers has made it a competitive marketplace with over 9.6 million sellers grossing millions of dollars in sales.

In a market full of opportunities for merchants, there is also a lot of competition. Even if you are selling a high-demand product, there are millions of other products from competing sellers. Hence, getting your products in front of shoppers may be a difficult task. 

You might be wondering, how do I stand out from the competition? 

The good news is that you can boost your product visibility and Amazon product ranking by optimizing your product listing. Understanding the concept of product listing optimization can help you increase conversions and take your business to the next level.

Here, we will provide a step-by-step guide on optimizing your product listing, boosting product visibility, and driving sales.

Let’s get to it!

How To Optimize Your Amazon Product Listing

Amazon Listing optimization involves improving your product detail pages to boost visibility and enhance clickthrough rate, conversion rate, and sales.  The product detail page carries all the relevant information about your product. It also has a ” Featured Offer” or “Buy Box” feature, and shoppers can add products to their cart or use the “Buy Now” feature. 

If you are selling existing products, Amazon combines data from similar products into one product detail page so that customers can have better shopping experiences.

While creating your product detail page, it is crucial to make it easy for customers to:

  • Locate your products and offers,
  • Find answers to their search, and 
  • Make buying decisions

Let’s take a look at the best practices for listing your products on Amazon.

Product Title

Your product title is a crucial aspect of your product listing. It should have enough details that will convince your buyer to click your products. 

Product titles should have a maximum limit of 200 characters, and have the first letter of every word should be capitalized.  Plus, your product title should include a brand name, relevant keywords, and popular search terms. 

With keyword research, you will find top keywords and search terms that shoppers use when searching for similar products. Adding these keywords to your product details page will increase your clickthrough rate and sales. Plus, your title should also carry clear descriptions like color and size so that your customers will be clear on what they are looking for. 

Product Description

Again, keywords improve the chances that shoppers will find your products. Therefore you should use relevant keywords that will enhance your product ranking and visibility. 

Remember there are other competing products. So your product description should highlight the features, benefits, and unique selling points of your listing. In other words,  your customers should get all the information they need to make a buying decision, including weight,  size, color, dimensions, features, and functions.

In most cases, shoppers have short attention spans.  Hence the need to present your information in a way that allows your page visitors to get the information quickly. It would help if you used short descriptive sentences in bullet points to improve readability and increase conversions.

Product Images

Product images offer a visual experience of what the buyer is getting. It is often the first thing the customers see when he/she clicks on the product. Thus, your image should make an excellent first impression that will drive purchasing decisions. 

You should use clean, clear, high-resolution, and high-quality images to increase clickthrough and conversion rates (CTR). Product images submitted to Amazon should be in JPEG, PNG, GIF, and TIFF formats. 

Amazon recommends that your main photos must be at least 500 x 500 pixels. For high-quality listings, you can increase the image size to  1,000 x 1,000 pixels. 

Sellers should set the main image against a clear and plain white background, and the product should cover at least 80 percent of the image area. Furthermore, music, Video, and  DVD images must cover 100 percent of the image frame and be the front cover art.

Additional and other view product images may contain cropped or close-up photos, backgrounds, environments, text, and demonstrative graphics. 

Product Videos

There are two major ways you can add videos to your listings. Individual sellers can ask customers to drop video reviews.

Another way to add videos is through the A+ content feature. This feature is available to professional sellers, brand owners, and managed selling programs like Amazon Exclusives and Launchpad. The A+ Content feature lets brand owners modify product descriptions to include enhanced images, videos, text placement, and brand stories. Adding A+ to your product detail pages can increase traffic, conversion rates, and sales. 

Product IDs

If you are listing a new product, ensure that the product Global Trade Item Number (GTINs) and Universal Product Code (UPC)requirements are met. When these codes are accurate and consistent, they help promote buyer’s confidence in your range of products.

Product Variations

You can list variations of products that vary only by color, scent, or size on a single product detail page. However, if your shoppers expect to see these variations on different product detail pages or have slight differences, you can list them separately. 

Keyword Research

Like other search engines, keywords play a crucial role in Amazon product search results and product rankings. Keyword research aims to discover words, phrases, and terms that your customers are searching for and rank for those keywords. 

Adding relevant keywords to your product listings will make your products rank higher and appear when customers use those search queries. If you don’t carry out keyword research, you could miss out on potential sales opportunities. 

You can start by making a list of keywords you think customers may use to search for your products. Then you can go ahead and use third-party Amazon apps and keyword research tools to find more specific and relevant search terms for your product. Other keyword research tools that may come in handy are Amazon’s Keyword Tool and the Google Keyword Planner.

Amazon A9 Search Algorithm and Product Ranking

Amazon is a competitive selling community and marketplace. Some products perform better than others or rank higher based on user search queries.

But why do some products rank higher than others? 

Amazon’s product search algorithm (also known as Amazon A9) is a system that determines which products rank higher in search results. 

The Amazon A9 algorithm is a structured and iterative search formula that reads, scans, and analyzes data on the Amazon marketplace. This AI-powered algorithm uses different relevance factors to deliver the best search results for customers. 

As an Amazon merchant, you need to optimize your product listings based on the Amazon A9 recipe to boost product visibility and sales conversion.  Let’s dive into the Amazon A9 factors that determine product rankings.

1. Text Match Relevancy

The Amazon search algorithm assesses your product listing’s content to determine how well it matches the search terms or keywords used by customers to search for products. The better the text relevancy, the higher your product ranking. 

To improve your ranking on Amazon product search results, you should optimize your product listing content (product title, features, and description) using key search terms, keywords, and clear descriptions written in bullet points.

2. Sales Velocity

Sales velocity is one of the most critical Amazon A9 factors that affect product ranking.  Sales velocity is the number and dollar amount of a merchant’s transaction during any given month. Typically, when Amazon is assessing your sales velocity, it compares your sales velocity to your competitors for the same search term. The seller with the highest sales velocity wins out and automatically gets the higher placement. 

3. Product Price

As a customer-centric marketplace, Amazon looks out for the best prices for its customers. Similarly, Amazon also considers products that offer them the best margins.  Before fixing your product price, you should go ahead research the average market price for that product.

With the Amazon A9 algorithm, best-selling products that are reasonably priced get higher rankings and more sales. 

We get it. Striking a balance between these opposing ends can be very tricky.  You certainly do not want to overprice yourself out of the market. However, you need the right margin to sustain and grow your Amazon business. 

With the Amazon pricing tool, you can calculate your expected profit margin to ensure you are not running at a loss.

Remember, the best profit margin may depend on your:

  • Product category 
  • Sell rate
  • Fulfillment method
  • Listing price, and 
  • Cost of goods(per unit)
  • Amazon fees

Most importantly, you should try to communicate product value in your product listing.

4. Stock Availability

Product availability is a critical factor in product ranking. For an online marketplace that thrives on having the most comprehensive product assortment, running out of stock is a red flag.  

Sales are valuable to Amazon. If you always run out of stock, you will disappoint your customers. As a result, your product listing is never going to make it to the top spot. 

The golden rule is “never run out of stock.” Ensure you monitor your inventory regularly and reorder when your supply is low. 

The factors we have listed above are the most critical factors that impact your product ranking. 

Let’s also look at other factors that play additional roles in getting your product listing to the top of the search results. 

5. Advertising

Advertising your products on Amazon helps you get your products to the top spot. With Amazon ads, you will get high visibility placement, reach more shoppers, and amplify your sales,

Your ads will appear in highly visible placements, product details pages, or within shopping results. If you are looking to drive sales quickly, ads represent a valuable investment for your business.  You can get Amazon ad management tools like PPC Scope to optimize your ads and enjoy positive ROI. 

6. Fulfillment Method

Amazon sellers have the option of shipping their customer orders or using Fulfillment by Amazon (FBA). With Amazon FBA, you can send your inventory to Amazon fulfillment centers. And they will handle customer service, shipping, refunds, returns for those products. 

Using FBA has innumerable benefits.  

It offers the opportunity for merchants to have the prime badge displayed on eligible product listings. Merchants that offer their products as prime listings enjoy increased visibility and sales from prime customers – the most loyal Amazon shoppers. 

When Amazon handles your shipping and customer service, it minimizes the number of customer complaints,  negative ratings, and reviews. You need tons of positive reviews and ratings to get your products to the top of search results. 

Amazon FBA  also improves your chances of winning the Featured Offer or Buy Box on product detail pages. Choosing the Amazon FBA fulfillment method can help to increase conversions and boost your sales velocity.  

7. Product Images

Your product image is a critical element of your product listing. Customers typically interact with your pictures before looking at your product description. Having visually-appealing and crystal clear pictures increases your product clickthrough rate and conversion. 

Product images must show and represent only the product listed for sale. Plus, the pictures must be in CMYK or sRGB color mode.

Image file names should consist of the product identifier (Amazon ASIN, JAN, 13-digit ISBN, UPC, EAN, etc.), followed by a period and appropriate file extension (For example, F0320142486.jpg or 0235874259375.tif or B005323514345.png). Dashes, spaces, or additional characters in the image filename may prevent your image from going live. 

8. Customer Reviews

Products with more positive reviews and ratings achieve better rankings than products without reviews. The Amazon A9 algorithm uses reviews and ratings to determine if shoppers are engaging with the product listings. 

To get positive customer reviews or minimize negative reviews or ratings, you must strive to create a positive shopping experience for existing and potential customers.  

Here are some tips that will help you get positive reviews

  • Be transparent and accurate about your offerings to avoid confusion. Customers tend to leave negative reviews when they feel misled about a product
  • Reach out to customers via emails to get reviews and feedback 
  • Review and address customer concerns quickly 

You can engage customers and provide answers to questions in the Q&A section of your product listings. Engaging customers can help you address customer concerns, influence customer purchase decisions, and win customers over. 

9. Promotions

Attractive promotions and offers are excellent strategies that can help you increase product rankings. Although promotions and discounts aren’t a long-term strategy, the sharp bump in sales can increase your page’s traffic and boost conversions and sales. 

10. Premium Content

Amazon A+ Content or Enhanced Brand Content allows brand owners and vendors to modify branded ASINs’ product descriptions. With this premium content option, you can uniquely describe your product features by adding enhanced images and text placements and unique brand stories.

Adding A+ to your product listing can help you achieve increased traffic, high conversion rates, and increased sales.

How to List Products on Amazon

Approved Products and Restricted Products

Before listing your products, you should check if the product is on the list of  Amazon’s approved products. Some product categories are open to all merchants, while you need a professional seller account to sell some products.

Similarly, you may require Amazon’s approval to sell some products, and there are some products that third-party merchants cannot sell. You can sell New, Used, and Collectibles for some product categories like sports, musical equipment, and office products. 

Merchants can list new and used items if they are selling tools, home improvement products, and electronics accessories. Marketers that sell beauty tools and accessories, and food can only sell New products. 

Here’s a list of Amazon’s approved product categories and the details on allowed sale conditions

As mentioned earlier, merchants may require Amazon’s approval to list certain products in some categories. However, some products are restricted; hence, they cannot be listed by merchants due to Amazon’s policy or compliance with regulatory or legal restrictions. For example, merchants cannot list prescription drugs or tobacco products. If you are looking to list your products, be sure to review Amazon’s list of restricted products

Listing Your First Product on Amazon

Creating your product listing is a critical step towards selling your first product on Amazon. There are multiple ways you can create your product listing. However, the product upload and listing options available to you depend on your subscription plan. 

Individual sellers can only list one product at a time. But if you have a professional seller account, you can list your products in bulk or batches using third-party apps. These apps have bulk uploading or inventory management features. 

If you are the first or only seller of an item, you can go ahead and create a new listing. Otherwise, you should match an existing listing if other merchants are selling the same product. 

What You Need to Start Listing Products 

You need specific information like Global Trade Item Number, product detail information,  Stock Keeping Units, etc., to create your product listings.

Global Trade Item Number (GTIN)

The global trade item number represents a unique and globally recognized number used to identify a product such as 

  • Universal Product Code (UPC)
  • International Standard Book Number (ISBN)
  • European Article Number (EAN)

Amazon uses these IDs to identify the exact products you’re selling.  Merchants that are adding new products to Amazon may need to get GTIN codes or request an exemption. If you match an existing listing, you don’t need to bother about the product IDs since they are provided already.

Stock Keeping Units (SKU)

Stock keeping units are identification codes that are used to track product inventory and sales.

Beyond GTIN and SKU codes, you also need the following details including:

  • Product title 
  • Product images
  • Product description and bullet points
  • Search terms and relevant keywords

Different Ways to List your Products on Amazon

Image Credit: Amazon Services

Product Scanning

If your products have barcodes (ISBN, UPC, EAN),  you can use the Amazon Seller App to scan products to your list. The scan button is located at the top right of your Amazon Seller App’s home screen. If the product is already available on Amazon, you can match the product and adjust your product price. The Amazon seller app is available on Google Play Store and iOS App store.

Create New Product or Match Existing Products

Amazon allows you to create a new product detail page if your product doesn’t exist. You can add product images, title, description, and more. 

Furthermore, you can easily use the product matching option. When you match your products, Amazon scans their database to check for similar products and provides details about price, quantity, and shipping.

Prepare Your Listings and Upload

You can list your product and details on an Excel sheet and upload it using the Prepare your Listing feature. Simply click on Prepare Your Listings. Next, ‘Add a Product’ page in Seller Central and upload the product file. After go ahead and confirm categories, match product information and create listings. 

Custom Inventory Template

If you have products in large batches, this option comes in very handy. With the “Custom Inventory Template,” sellers can list large numbers of products at a go, include multiple details in an excel sheet, and upload them to their online store.

Managing Your Seller Amazon Account

Amazon provides a wide range of tools and resources to help users manage and get the best out of their Amazon business, including 

  • Amazon Seller Central 
  • Marketplace App Store
  • Service Provider Network

Amazon Seller Central 

Image Credit: Seller Nexus

When you complete your registration as an Amazon seller, you can log into your Seller Central account. Your Seller Central is more like your back office, portal, and resource to manage your selling account and Amazon business. 

With your Seller Central portal, you can:

  • List all your Amazon products
  • Add and edit your product information
  • Update inventory information and manage payments
  • Access information and helpful resources that can help you manage your Amazon business. 

Here are some of the other things you can do from your Seller Central account:

  •  Keep track of daily sales metrics for all your Amazon products
  • Monitor your stock and update your product listings from the Inventory tab
  • Access customer metrics tools and resources to help track your sales activities and performance
  • View and download custom sales and business reports
  • Bookmark report templates you use frequently
  • Communicate with customers and resolve issues
  • Contact Selling Partner Support and use Case Log to open help tickets

Marketplace App Store

The Amazon Marketplace Appstore features a wide range of tools and solutions from Amazon and third-party software providers. These applications help marketers to automate and optimize and grow their Amazon business. 

With the tool on this app store, you can drive efficiency and manage tedious tasks such as:

  • Listing your products
  • Conducting product research
  • Building custom reports
  • Filling out tax forms
  • Responding to customer queries
  • Automating your product pricing and more 

These software solutions are vetted and approved by Amazon and reviewed by other sellers. You can filter the app based on the reviews, pricing type, marketplace supported, languages supported, and program supported. 

For instance, you can use third-party apps listing solutions on the Amazon Marketplace App store SellerApp to manage your Amazon listings. These tools translate your internal product listings, match them to existing ASINs, and minimize product listing errors. 

Service Provider Network 

Amazon offers a vast network of service providers and third-party companies globally to help sellers manage most business aspects. You can connect with local service providers and enjoy services such as:

  • Training
  • Advertising optimization
  • International shipping and returns
  • Taxes
  • FBA preparation
  • Storage and more 

Final Words

There are millions of products and sellers on Amazon. The chances are that you will face stiff competition from sellers who are offering similar products. Optimizing your product listing plays a significant role in getting your products in front of potential buyers.

While creating your product listing, you should make it easy for customers to find answers to their search and make buying decisions. Your listings should contain relevant keywords, descriptive titles, visually attractive images, and videos. With a product optimization strategy, you can boost visibility, increase sales and grow your Amazon business. 

If you are having trouble with your Amazon product listing or ad campaign optimization, CANOPY Management has everything you need to increase conversions, drive sales and grow your profits.

Ready to Level Up Your Amazon Business?