Optimizing Your EU Amazon Listing – All You Need To Know To Sell In 2021
As an Amazon seller you have, no doubt had to create an optimized listing for the products you sell on Amazon.
Without one, you have not done all you can to climb the Amazon ranks. Optimized product listings hold the key to higher rankings and enhanced sales.
Despite this, if you care to look, you’ll find countless examples of mediocre product listings on Amazon.
Listing errors include poorly thought-out titles, bad grammar, and product descriptions overfilled with keywords. Even the images don’t do the product any favours.
Since your business success depends on maximising sales and sales depend so heavily on an optimised listing, you should spend some time getting to know the best ways to optimise your listing.
Amazon listing – key components
There are eight key components to your Amazon listing. These are:
- Product title
- Main features of the product
- Description of the product
- Images
- Keywords
- Search fields
- Product rating
- Product reviews
Each part of the listing should help visitors to decide whether your product is the right one for them.
Make your product easy to find by including the relevant search terms. It is also best to tailor your listing so that it is different from other listings.
Optimise every aspect of your listing and make it easier for customers to find and choose your product.
Localising your Amazon listing
If you’re selling on European markets, your Amazon listings must appear in the language of the local market. This is an essential part of the optimisation process.
You can’t underestimate the importance of professional localization. An automatic translator can never do for you what a local translator can. Customers will know the Google translation for what it is.
Mother tongue translation is key to gaining the trust of local buyers. Automated translators tend to make errors which locals may find funny.
But who plans to build a market on the comic value of their listing? You may think you’re saving when you use Google translator, but you’ll pay in lost sales.
If you’re serious about doing business on Amazon, you should make use of the services of local translators with Amazon SEO experiences, hiring any professional translator won’t suffice.
Because they understand the cultural nuances of the market, they can help with keyword and key phrase choices. This will help your listings rank, attract traffic to your listing and ultimately boost your sales.
Product title
Despite this Amazon often suppresses the number of characters to 200. What words will they use to find the product that they are looking for?…
Below is a product description that covers many product aspects:
Try to imagine what sort of questions the users will ask about your product. Then, try to include the information in the title so that the user is tempted to find out more about your product.
What key phrase would you choose if you could choose just one? This most important phrase should appear within the first 80 characters of your title.
An optimised title will deftly combine user requirements with the Amazon search engine demands. It should include as many aspects of the product as possible along with the relevant keywords.
Don’t be tempted to add every high-volume keyword to your title. Make sure that those keywords also have product relevance.
If you include keywords that have no relevance to your product, you will attract users who are not interested in the product that you sell. They will then bounce right off your listing.
Amazon keeps count of the number of bounced visits and if it happens often enough you will see your listing sliding down the ranks.
Best practice
- Don’t use ampersands (&) or symbols
- Exclude price
- Use numerals
- Don’t advertise sales or discounts.
Product description & Bullet Points
You have 2000 characters of description and 5 Bullet Points to explain to visitors exactly what your product is and does and to convince them that your product will solve their problem. Use the opportunity to convince visitors to buy your product because yours is so much better than competitor products, bullet points are tte best place to connect with them emotionally and as well to deposition your competitors.
Enthusiasm is good but doesn’t exaggerate the benefits of your products. Misleading information could create customer expectations that will lead to disappointment.
The description is your chance to expand on the features that you described in the bullets. Keep your sentences short and sweet and highlight phrases to draw attention to them. Add any important company and product information.
Making the best of your product description
Use your product description for the following:
- To elaborate on the information that you included in the bullets. Given the character restrictions in the bullets, you may not have been able to fully describe important aspects of your product. This is the place to do it.
- Present any additional product features.
- Explain product uses. Include real-life examples of how your product can help to resolve issues. This will help the customers to visualise how the product can solve a problem in their lives.
- Give credence to your claims. Offer proof of the claims that you’ve made about your product. Share any awards here.
This is not the place for reviews, but you can make general statements like mentioning the use of your product by an influencer. You may also have recommendations from specialists like dermatologists or veterinarians.
Best practice
- Place keywords in the product description that you couldn’t use elsewhere
- Separate paragraphs with light HTML, since may 2021, only <br> can be use
- You may not advertise promotions such as free shipping or discounts
- You are not permitted to use your seller name, company info, and URL.
Images
You may use up to nine images on Amazon. This includes the lead image. Use them all. Make sure that all are high quality.
Your product picture should cover 85% of the image space. Showcase your lead image by using a white background. Use the rest of the images to show your products from different angles, and in use.
Make sure to include a picture of the packaging.
Finding a way to show the size is an important way of avoiding customer complaints. All too often customers feel that they have been misled when they receive a product that is smaller than they thought it would be.
You can avoid this by showing people using the product. If you decide to add captions on your pictures, use small flags to include all the languages, on Amazon Europe, all your listing pictures are shared. If you have a very new Pan European account, there is away to get few ASIN with separate pictures, contact us for more info.
A+ content (EBC) are your best way to localize pictures’ captions, check our article about it here.
Keywords
Unless you know your target keywords, you can’t begin to optimise your listing. You can add keywords to your product features and your title but be careful to use only relevant keywords.
There is no point in attracting traffic to your listing if the user is looking for a completely different product.
To discover the keywords relevant to your product think like a user looking for your product. You are also allowed to use backend keywords. Finding these words may take a little bit of lateral thinking.
Looking for relevant keywords takes a little thought and research.
Here are some pointers on finding the right keywords:
- Product type – what is the product called. Is it a pan, a skillet, a saucepan? Find the main keyword and work from there.
- Features – as you look for extra names for your product find features that may be used to describe it. Ceramic, Stainless steel, aluminium
- Benefits – product benefits can lead to more keywords. Non-stick, glass lid, copper base
- Associated terms – there may be associated terms that have a higher volume result. Perhaps Teflon-coated has a better outcome than non-stick, for example.
We as well have a secret sauce that allows us to gather long-tail keywords that none of your competitors have in their listings. This is the best strategy to enter a competitive niche.
Search Term Fields
Use your identified keywords in your title and features. Anything else goes into the search term fields in the backend.
You may use up to 249 characters for keywords in the search term fields.
If your terms exceed 249 characters the algorithms will bypass all the keywords. This is why you should only use terms here that have not been used elsewhere in your listing when possible. Place you misspelling here too.
You are also permitted to use keywords in the Target Audience, Intended Use and Subject Matter fields (US only).
The Subject Matter field is a lot more diverse, relating in some way to the subject of your product.
At the very least, try to find relevant terms with a good search volume to place in the last category. It is uncertain whether the other two will be used for ranking your product listing.
Product Review
The best way to get a good rating is to sell a good quality product that has been adequately described in your listing. Check any negative reviews to ensure that they fall within the guidelines as set by Amazon.
There are some instances where you can ask Amazon to delete the review.
All Amazon sellers rely on product reviews to showcase their products. It is through these reviews that buyers develop the confidence to buy the product.
For new sellers, it is particularly important, and it can be frustratingly difficult to find those reviews. Inform yourself about Amazon TOS, insensitive review requests, or review manipulations that can get your entire account suspended.
Pricing to Sell
Amazon is quite possibly the most competitive market on earth. Make sure that your product is priced to sell. Check the prices of competing products.
No matter how good your listing, you could price yourself out of the market if you fail to understand competitive pricing.
In conclusion
You want your listings to remain relevant?… Keep updating them!
With Amazon’s ever-changing algorithm, yesterday’s best practices on images and keywords may not work today.
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