Product optimization on Amazon, which is necessary to achieve sales results, is called product listing optimization and is made up of several operations.
In fact, all those actions that aim to: are part of product listing optimization.
improve the visibility of product sheets in searches
improve the CTR of the cards
increase sales.
It therefore goes from taking care of the SEO for the product sheet, to the creation of specific promotions. In this article we have reported the essential steps that you must always take care of carefully.
SEO optimization of the product sheet
Amazon's internal search engine, just like any search engine, chooses the products to offer mainly based on the keywords entered by users. Carefully analyzing these keywords and optimizing the product pages accordingly is, therefore, the starting point for any strategy through Amazon.
We assume that you have already taken care of the research of keywords relevant to the product: as you will know if you have read our previous articles on Amazon FBA , in fact, the keyword research should be done before even deciding whether or not to insert a certain item in your shop on Amazon.
Once the item has been chosen and the keywords identified, you can proceed with a seemingly simple rule: include the relevant keywords in the title, description and other fields that make up the product sheet.
The similarities with classic SEO are many, as you will see: you must in fact find a way to match the presence of keywords of interest with interesting and attractive writing for the end user.
The title is definitely the first text that will be seen by users, and the main one for bots that will decide its positioning. You have 250 characters; play them to the fullest:
by inserting the most relevant keywords for your product (but without doing keyword stuffing)
highlighting important product benefits and features, creating text that is both SEO-friendly and customer-friendly.
Backend keywords are those that you will suggest to Amazon as related to your product. Make the most of them.
In the bullet point and in the product description it is good practice to give priority to the readability and attractiveness of the message. Ok to the insertion of keywords, therefore, but only in harmony with the general message and its usefulness for the user.
As for product images, we recommend that you include many of them and properly optimise them according to the platform's instructions regarding dimensions and backgrounds. To enhance them from an SEO point of view, upload them to Amazon only after renaming the file: just like for Google, also for Amazon adding the file macchina-camera-digitale.jpg is better than adding ESF15578.jpg.
The product sheet: not just SEO…
Always fill in all the fields present as best as possible: enter all the details of the product, such as the materials or the indication for men / women. Any additional information will help you make the card more attractive and specific for the searches you are interested in.
By doing this you can both improve your SEO score and better convince your user to purchase.
Amazon product cards contain many fields that allow you to try to convince the customer, and for him/her to deepen his/her knowledge of your product. An example is the Questions & Answers field, which allows you to prevent users' doubts and in general to improve their purchasing and user experience.
Among the various fields, then, there is one that has a very strong influence on the decisions of Amazon users: buyer reviews.
We suggest that you encourage the collection of positive reviews by directly inviting users to leave a review (you can insert a message inside the product packaging or join specific programs offered by Amazon).
Always check reviews carefully and respond, especially to negative ones. Take ideas to improve the service whenever possible.
The promotional aspects
Once you have created a good presentation for your products, you can make them more attractive by adding promotional offers.
Amazon allows you to carry out different types of initiatives: for example, flash offers or the issuing of coupons. In this way, the product has a way to stand out from the competition.
Another valid tip for many retailers is to create their own multi-page store on Amazo
