Amazon is the world’s leading platform for online sales. In terms of global e-commerce sales, Amazon also leads the pack, earning over $125 billion in revenue in the first quarter of 2020 alone. Not only this, but Amazon is a platform with an unrivaled selection of products.
In fact, the site lists and sells so many different products that 9 out of 10 consumers use Amazon to compare prices and products. And the catalog continues to grow. As an Amazon seller, this is brilliant news, but it also puts a lot of pressure on you and what you’re selling.
This is where your Amazon product listing makes all the difference. Learn more about the fundamentals of a product listing that sells, in this blog.
1. Prioritize Your Amazon Product Listing Title
The title of your product is the first thing buyers on Amazon see. Naturally, you want the title to grab attention, but also provide enough detail to entice your buyer further.
Amazon makes an allowance of 250 characters for most product categories. But today, many sellers are making an effort to keep their listing titles to 200 characters or less. This could be due to Amazon’s title suppression rule. But even the best Amazon management service will tell you to keep things short, sweet, and to the point.
Here are a few handy tips to keep in mind when crafting your title:
- Never use all caps — stick to sentence case (capitalize the first letter of each word)
- Don’t use symbols such as the ”&” — use the word ”and”
- Make sure all numbers are numerals
- You don’t have to include the price or quantity in the title
- Don’t use sales-y or overly promotional language
When you create your title, it should provide enough information to entice a potential buyer to continue. Think about your title from the buyer’s point-of-view — what type of information would you want to know?
Make sure to mention the product brand, model, size, color, and relevant quantities where necessary.
2. Only Use the Best Product Images
You are spoiled-for-choice when uploading images of your product as Amazon makes allowance for 9 rotating photos, as well as one lead image. This is a prime opportunity to show off your product from all angles and in different lighting.
You always want to upload the highest quality images — nothing less than 1,000 pixels in width and 500 pixels in height. If you’re photographing your own products, make sure to do so against a white background, especially for your lead image.
The rest of the other images should showcase your product from a variety of angles. You can also show the product in use as well as what the product packaging looks like. Stick to an image scale of 85 percent of the image frame.
Lastly, don’t forget to mention or demonstrate the scale and actual size of your product as you don’t want to mislead your customers.
3. Capitalize on Your Key Product Features
This is the second place your customers go to learn more information about your product. If your title was enticing enough and they want to learn more, your key product features should be a good place for them to learn more.
You have an allowance of up to 1,000 characters for this section. This is your chance to describe your product in detail and use the most persuasive language.
The same concept applies when crafting your product features — think about it from your customer’s point of view. What would you want to know about the product? Providing real-world examples of how your product can be used can make all the difference.
It also helps to write out your key product features in bullet-point form. This way it’s easy to read and you can still include key phrases into your bullet points. It’s also far friendlier for mobile users — which is extremely important, too.
Each bullet point should not be longer than 200 characters and should always start with a capital letter. Make sure to include at least 5 top features in each bullet point. Be as specific as possible and always use a consistent tone.
4. Put Real Effort Into Your Product Description
This is a space where you can really elaborate on why your product is superior to the many others that may be similar to yours. And in reality, there are probably a good few that are listed on Amazon.
Due to the sheer quantity and competition between products, you want to spend time and effort on your product descriptions. This is your chance to set your product apart from the rest.
You have 2,000 characters to do your product justice and elaborate on the features you may have mentioned in the above section. However, you don’t want to create a wall of text that’s off-putting to read. Always use short sentences and use emboldening to outline important information.
One thing you want to remember is to not over-embellish your product description. Be detailed, use descriptive language, but don’t create a picture that is not a true representation of your product.
5. Optimize Your Listing with Keywords
This is a key opportunity to ensure your listing garners the attention it deserves. Keywords have never been more important in order to sell your products.
This being said, the misuse of keywords in Amazon product listings is rife. You don’t want to fall into this category, so the best way to avoid this is to ensure all of your keywords are relevant to your product.
Make sure to always add keywords to your product title and your key product features. Here are a few handy tips on researching the most relevant keywords:
- Consider the product type — begin with the core word that describes your product and review your keyword options
- Think about product features — look for specific words and phrases that relate to these features
- What are the benefits of your product? Look for keywords that may relate to these benefits and include them
- Don’t forget about related terms — these are alternative phrases that people might also use in their product searches
At the end of the day, think about how you would search on Amazon if you were a buyer. What type of keywords would you use, and their alternatives, i.e. synonyms? It’s important to be practical and realistic with your keyword selection.
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A good Amazon product listing is one that reads well — in other words, it’s easy on the eye. But it should also contain relevant information, keywords, and descriptions that entice potential buyers. Your best bet is to put yourself in their shoes and think about a product listing that would catch your eye!
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