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Arabella talks about how to optimise your listings and is a multi-channel Amazon Seller and runs a listing optimisation service for sellers.
- Remember the 250 character length – now Amazon has shortened them down
- They have their own optimisation data that they have used on their own Amazon Brands (typically 80 chars)
- Pipes used to be trend as well, maybe a bestseller started using it
- It’s used as a separator but they affect PPC
- Try and have as few special characters as possible to optimise your listings
- Main keyword phrase at the beginning of the title – helps index your keyword phrase for your canonical URL
- Sticking to the 80 char rule it really forces you to consider what keywords you will use
- Amazon is pushing you to think about the strategic keywords you use
Amazon Shorter titles
- Forcing your brand name at het front of the title
- Try and come up with shorter brand names when choosing them to optimise your listings
- Mobile and other devices it gets truncated after 62ish chars
- Be even more relevant with your keywords to reach your customer
- Really long titles are not a great buyer experience and shorter titles work better for social media shares
- How are you appearing on Google Search (about 70 chars as well)
Manage Buyer Expectations
- Don’t make outlandish claims and let the customer down when they receive it
- You will get negative reviews and comments on your listing if you mis-sell people
Subjective terms
- Things like Top-rated, Best, Flash sale
- Not ToS Compliant terms and so not good to optimise your listing
- You should not be using them as they are subjective claims
- Be feature benefit focussed in your copy
- Diaper camp bears – optimised for Amazon characters and more ‘functional’ than sexy copy
- It’s very concise, short, sweet and to the point – and it’s an Amazon owned brand!
Google Amazon Own Brands
- You’ll find a list of their brands
- Look at what they do with their listings to learn
- Great images and enhanced brand content
- Very good matching to their buyer persona
- Edgings of the images helps with casting your eye as you go down the page
- The bullets at the top of the listings are just purely functional – they are targeting the fact that we’re all so busy
- “What does it do and how does it solve my problem”
Amazon are one of the biggest Testers in the World
- Are they fantastic?
- We have had evidence of them completely trashing listings of new brands they take over
- Even using ‘lifestyle’ image and not the white background! Thought that was against ToS!
- Text in images can’t be scanned – use the text in the backend to make it searchable
Funny Listings
- www.amazon.com/dp/B005PFESMG/
BIC Pens for Her -
www.amazon.com/dp/B001DZTJRQ/
Wenger Giant Swiss Army Knife -
www.amazon.com/dp/B00E1D1GY6/
AutoExec Attachable Steering Wheel Work Surface
Questions
- A really important part of the listing
- An under-optimised listing means people are forced to ask questions to answer
- Look at your competitor Q&As to see what to include above the fold in your listing
- Always try and be on top of the responses to your questions on your listings
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