Amazon Listing Optimization

November 27, 2017

In my previous blog I have mentioned several software for keyword research, such as Merchant words and Keyword Inspector. The keywords gathered from these software not only can be used on the PPC campaign, but are important assets in building your product listing. I have seen a lot of awesome products on Amazon, but their product listings are so poorly-done that their ranking sink to the 10th page and after. Such product ranking makes your potential customers hard to spot your product, which in turn results in lower sales volume. Therefore, product listings optimization is a crucial step for your Amazon’s Success. Today I will offer several tips on how to do this step right.


I will always start off by creating an Excel sheet to write the product listing. The four main parts that you must work on in the tab is the title, features, description and search terms. The underlying principle of creating an optimized listing is to use the most relevant keywords with the highest search volume, and since there is a word limit for the listing, we cannot simply pour all the 100 keywords generated in the previous stage to the listing. Usually I will select only 10 best keywords to insert in my listing, and one way to determine good keywords is by using Google Keyword planner. Google Keyword planner shows the search volume of keywords you submitted, providing good insights on what keywords to use. However, bear in mind that Google Keyword planner is just for reference because Google sometimes merges and creates new keywords results based on your submitted keywords, so make sure the keywords you have chosen from Google Keyword Planner is the same as the one you have submitted. Also, the best keywords must be relevant apart from having great search volume. Thus, sometimes I will still use a low search-volume keywords because of its high relevancy.


After choosing the Keywords, paste the 10 keywords to the tab’s column and create new column named “placement” to record where you insert the keywords. This step can ensure that you will not miss any important keywords when writing the listing. For now you are ready to move on to the next stage of optimization.




(example of the excel set up when writing an optimized Amazon listing)



Title Optimization


For product title, Amazon sets the word limit of 200 characters, while for some categories such as fashion products, the word limit is as less as 150 characters. It is very important for you to fully fill in the word characters in the title, because title takes up the biggest proportion in affecting your keyword’s ranking



There are three main parts constituting a good title. The beginning of the title should have the most relevant & highly-searched keywords inserted. Many sellers made the mistake of putting their brand name at the beginning. This is a real waste of title spacing because Amazon gets to understand your product and ranks it base on the first few keywords of the title, and your brand name will not tell whether your product is chalk or cheese. Moreover, customers on Amazon will not search for a brand when searching for a mug, instead they will type the keyword “coffee mug” on Amazon search bar. Therefore, unless your brand is as big as Adidas or Nike, type the product keywords instead for better ranking!


The second part of the title is to insert the other important keywords you gathered during research. Try to avoid repetitive keywords and inserts keywords with different variations, and you can also add keywords about the feature of the product. For example, functions such as heat resistance, waterproof, and compatibility can be added into this part. This section should accounts for around 100 word characters. The third part is to of course insert your brand name. I suggest to put your brand name at the end because brand names of individual sellers are usually the least-searched items on Amazon.


Your title should now be better optimized by following the above steps! Another thing to note when creating the title is that you should avoid putting other brand name’s product before your product’s keywords. For example, when you are selling an iPhone X phone case, you should write “Phone case for iPhone X” instead of “iPhone X phone case”. The reason is that this involves trademarks and patent issues, and there are times that because of this subtle difference, the product listings are suspended by Amazon for inspection. This can lead to wasted sales opportunities and can create a lot of hassles.



Feature Optimization (Bullet Points)


After optimizing the title, you can start working on the feature. The winning formula of writing good features is to truly understand your product, and how your product helps customers to solve a problem or satisfy customer’s needs. You should build connections between the merits of your product to the ultimate needs of your customers. For example, if you are selling a should mount of GoPro, the feature of the mount is to firmly hold the GoPro on the shoulder. However, the ultimate needs from customer is to record their adventures without the need to hold the shoulder mount, and to fully immerge into the situation that they are in. Therefore, apart from mentioning the function of the shoulder mount, you should talk about the ultimate result of buying the product, and visualize them to your customers. This makes the features more convincing and may increase sales conversion!


For the formatting of the features, usually I will create a short title at the beginning and capitalize the characters. The short title should summaries the main points of the feature, and by doing so, inpatient viewers can grip the key information without looking at the sentence in detail. Also, bear in mind that the character limit for each feature is 250, so make sure not to over write the part!


Description Optimization


The description is the part that allows you to further explain the benefits of the product, and to insert the remaining keywords that you have chosen as top keywords. Elements of description part usually include persuasive paragraph for sales conversion, bullet points that describe the product size, quantities, weight, and color, and a short recap of the features. One thing to note is that the description part is displayed in html style, therefore you should use html codes to edit spacing and font. For line breaks, type <br> at the end of a line; for bolding the words type <b> at the beginning and <b/> at the end of the sentence. For more html codes, you can check the list from Tizag which covers nearly every html you will need for this section.


Search Term Optimization


Another thing that many sellers overlook is the search term section. Because of the name “search term”, many sellers think that Amazon only allows one search term per row, and this is totally wrong! In fact, Amazon allows maximum 150 characters for each row, and this is the amount that you want to fully optimize with. Search Term is the part to input misspelled terms and less related keywords of your product, which allows Amazon to list your product in some niche search terms. I usually generate a list of search terms by using the Excel’s parse function. Excel parse function is a powerful tool for grouping data from different excels tabs into a single cell, and there are filtering tools built to sort the untapped keywords. I will use the macro keyword list derived from Merchant Words and Keyword Inspector as the source for parsing. After parsing you will see a junk of words in the cell, and now you will have to sort the keywords manually to meet to word limits set by Amazon. For the full tutorial of how to conduct excel parsing, check out PC World’s article for more information!


We have gone through the whole process of creating your optimized product listing, and it is now your time to try out these methods! Creating product listings seems to be an easy task, yet creating an OPTIMIZED product listing will takes a lot more time and effort. To improve your product listing skills, you will need practices and observations: try to observe what other sellers did to their optimized listing, and perhaps you can mimic what they have done well, and derive your unique style via practices. Feel free to let us view your optimized product listings and we will be glad to provide you with some comments! Happy Amazon Selling!




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