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HOW TO OPTIMISE AMAZON LISTINGS – EXPERT TIPS

Learn how to optimise Amazon listings to increase your visibility and sales on Amazon. Optimizon’s content experts share their top tips for optimising Amazon product listings.

Let go of your Amazon content

There are numerous reasons Brands reach out to Optimizon. Perhaps it’s to take control of the brand on Amazon. It could be to drive efficiency within their Amazon account. Perhaps for help setting up FBA (Fulfilled by Amazon). Or, it could simply be to relieve the large burden of admin that comes with selling professionally on Amazon (and other third party shopping platforms), by outsourcing it to the experts.

Most Brands willingly tap into our expert services in order to drive efficiency. However, we often need to work a little harder to communicate the benefits of Amazon content optimisation to our clients.

This is perfectly understandable. Clients may see content optimisation as something ‘not too difficult’. It’s not unusual for new clients to say things like “We know our customers better than anyone, so we’ve written the Amazon product listings”. Or, “There’s a template so we’ve mocked something up internally which looks pretty good”. Or “We already have product descriptions, we’ll just use those”.

Optimise Amazon Listings – Expert Tips

If you are determined to do it yourself, there’s still some good news for you. Our leading content expert, Mel Henson, who is the Head of Creative at Optimizon, has shared her top tips to help you optimise Amazon listings for your brand.

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Mel has an extensive background in Direct Marketing and Conversion Rate Optimisation (CRO) and has even written a book about how to use copywriting to get higher sales.

Mel and her team bring professional copywriting techniques into the Amazon copy, such as storytelling and the AIDA framework (Attention, Interest, Desire Action) to structure the copy. They also deploy copywriting techniques such as embedded commands, second person singular, and present continuous tense.

Amazon Optimisation Considerations

Before we get into the main components of how to optimise your Amazon listings, Mel reveals the three elements our creative team consider carefully prior to constructing the content:

1) Protecting the Brand

2) Fulfilling Amazon’s criteria

3) Conversions

It’s important to have a deep understanding of these factors. As a result, we’ll drill into what each of these considerations means in more detail.

Protecting the Brand

Mel reveals, “It’s important to take the time to understand your brand. This sounds obvious, but we don’t mean the superficial elements like logos and strap-lines. More, the emotional position your brand has in the hearts and minds of your customers. Its heritage, ethos, voice and personality.”

“It’s essential that the customer has the same brand experience wherever they shop in the eCommerce environment. Mel adds, “Too often we see brands and retailers offering up a premium service on their own platforms, but a secondary experience when listing on marketplaces such as Amazon or eBay.”

Giving customers the same brand experience regardless of where they purchase your items is imperative. It will also vastly improve your sales on third-party shopping platforms and marketplaces such as Amazon. Amazon Storefronts can even mirror a seller’s own website.

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2) Fulfilling Amazon’s criteria

The second point to consider before constructing your listing is that the Amazon listing format is very restrictive. You’re striving for maximum impact within the limitations of Amazon’s listing framework. Therefore it’s important to understand that framework.

Amazon allows a title and five bullet points. Every category has a different character limit. Most are around 150 characters for the title and 255 for the bullets. It used to be longer, but Amazon is always changing the rules, so keeping abreast of the framework is also advised.

We’ll talk about how to structure your bullet points later.

Mel advises that “Keywords are vital to help it get your product found. But they need to be woven into the content in a natural way so that it reads well. Keep it natural and do not over-stuff content with keywords and phrases.”

Keyword Analysis

“It sounds obvious, but in-depth keyword analysis is recommended. Too often we see Amazon sellers choosing their words and phrases by ‘feel’, which results in them missing out on vast amounts of sales if they miss the mark.”

“Keywords are especially important when it’s a product that perhaps solves a problem the consumer didn’t know they had. For example, a car boot liner especially for dogs.”

It’s worth noting that certain punctuation such as pipes ‘|’ can’t be used. Although, they were allowed up to a couple of years ago. Again, it’s worth keeping abreast of Amazon’s latest guidelines.

Finally, be aware there are lots of words you can’t use in your Amazon listings, especially within the A+ content. Your content could get rejected if you use phrases like Award-winningGuarantee or Customer service.

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