Listing Optimization

Optimize your Amazon listings in 7 steps

Start by making optimization an ongoing part of your ecommerce business strategy. You can also focus your efforts on seven parts of a product listing:

  1. Keywords
  2. Product images
  3. Product titles
  4. Product pricing
  5. Product descriptions
  6. Key features (bullet points)
  7. Backend search keywords

Let’s dive into the details of how to improve each of these elements of a product listing from an SEO standpoint.

Conduct keyword research

Compile a comprehensive list of keywords Keywords are the words and phrases people look for when searching for something online. Think about the products you offer and put yourself in the customer’s shoes. What words or phrases will they type into the Amazon search box to find the products they want?

Optimize the product title

You only have a moment to catch a shopper’s attention. The product title (product name) is one of the primary fields used by Amazon and search engines to measure the relevance of a detail page as part of a customer search. There are a few things you can do to increase the chances of a customer clicking on a title:

optimize product descriptions

Use detailed information about product features and product usage in high-quality product descriptions to help customers find, evaluate, and purchase products. You can also highlight specific product information not located elsewhere in the listing.

Use A+ Content

A+ Content (formerly Enhanced Brand Content) enables brands to describe product features in new ways by including a unique brand story, enhanced images, and text placements which may result in higher conversion rates, increased traffic, and increased sales when used effectively.

Use the Manage Your Experiments Tool

Optimizing your content with the help to drive on average. Compare different product images, titles, and A+ Content to figure out what content performs better. Run A/B tests to see what content drives more sales.

optimize product key features

Key features (bullet points) also factor into the relevance of a detail page as part of a customer search. Well-written bullet points will naturally contain keywords, but the first priority should be to communicate clearly and help customers make a buying decision. One approach is to start a bullet point with a feature and then state the benefits of that feature.

Product key features examples

Here’s an example of a basic bulleted list that follows the guidelines in describing a set of rain gear:

  • Drawstring-adjustable hood and snap-adjustable cuffs to keep you dry
  • Roomy, comfortable fit suitable for any season
  • 100% waterproof for rainy weather protection
  • Breathable to keep you cool in the dampest conditions
  • Available in khaki, yellow, or green colors

optimize product images

Quality images help customers visually evaluate and compare key features. Multiple images enable them to see the product from different angles and can persuade a customer to choose one search result over another. Effective product images stimulate a customer’s imagination and inspire them to make a purchase.

optimize product Search Terms

Search Terms are backend keywords that allow you to create engaging and readable content for a product page, while still ensuring that Amazon indexes all keywords relevant to the product. Shoppers do not see these keywords, so by adding them on the “backend” of product listings, you further enhance the discoverability of products.

optimize product price

The price of products can influence conversion rates and sales growth. To price products competitively, research the competition and make adjustments to develop a compelling price point within your niche.

Did you know you can automatically adjust your product prices? it allows you to automatically adjust prices on SKUs in your catalog in response to events such as the Featured Offer price, without having to revisit the SKU every time you want to change your price.