Think of Amazon as a big, unusual store. It has countless products available and the capacity to sell them to millions of customers simultaneously.
How is that possible?
Amazon gives all sellers a space to describe their products. This space is called an “Amazon listing.” If you use it right, Amazon will know precisely what your product is about and to which customers it should be shown. But if you don’t put much thought and effort into it – Amazon will be confused. Because of that, your products won’t be presented to new customers constantly coming to the store. That is why it’s essential to optimize your Amazon listings. In this guide, we’ll show you the exact process of how you can bring more eyes to your products, level up your sales, and increase the number of reviews you’re receiving.
Amazon product listing – essential elements
There are several elements we should take into consideration here, such as:
- The product listing title
- The product photo
- The About this item section
- The product description
- Customer’s questions and answers
- Customer reviews
We’re going to tackle them 1 by 1. The main goal here is to get your product’s listing to the 1st page on Amazon whenever a customer is looking for a product like yours.
However, before you even try to optimize your own product listing, we’ll have to gather some more data about your competitors and the actual situation in the market.
Let’s see how you can do that:
The secret behind perfect Amazon product listing
The thing that will take you ahead of your competitors is a bulletproof research strategy.
Of course you can check every data piece manually, by spending countless hours scrolling through every listing of your competitors. But this process not only will make you frustrated. It will most likely be completely ineffective as well.
We mentioned already that Amazon is a vast store. How about going through every section, looking at every shelf, and checking exactly what the product is about? You couldn’t.
Which is why we have another idea. With Shulex, you’ll be able to scrap the Amazon product reviews and analyse it in a few seconds with the power of AI. Our tool allows you not only to get a basic understanding of what’s already happening in the market you’re targeting – you’ll also be able to find out all about voice of customers and their sentiment about products currently available.
With Shulex, the research process will become much more pleasant – and most importantly: 100% faster.
While doing your research, focus on those 3 things:
- What phrases are your competitors currently using to describe their products?
- What are customers saying about products currently available on the market? Do they struggle with something in particular that could be improved?
- What features people value the most about the products you’re selling?
All that information will be very useful once we get to actually optimizing your Amazon product listing.
1. Writing good titles for product listings on Amazon
We’ll start with crafting a title for your listing that will bring more eyes to your product and get customers to actually click your offer.
The title is one of the first things your customer sees while they’re browsing the marketplace. So it’s your chance to make a good first impression — and we have to make sure it’s a good one.
First, let us tell you 2 things you SHOULDN’T put in your product title:
- Fancy words and terms: 6000 mAh Li-On battery can be replaced by a “strong battery” — let the customer know how strong it will be.
- Statements and promises you can’t 100% deliver every time: “The best face cream in the world” might not suffice here.
What can you add to an Amazon product listing title, then?
First, check how many bytes (or letters) you can write in your listing’s title. Generally, you’re allowed 200 bytes for the header, but the number may vary,depending on which category your product falls into.
For the purpose of this article, let’s say you have 200 bytes to use for the title. Here’s an example how you can approach the task:
- Begin with your brand name: in the Amazon style guidelines, you can read that the best practice to follow while writing your product listing’s title is to include your brand name as soon as possible.
- Follow up with your primary keyword phrase – in short, describe what the product is, thinking of how the customers will look for it.
- At the end – include other keywords mentioning specific features and benefits people might be looking for.
Here’s a good example for you:
2. Optimizing the "About this item" section on Amazon
Before the customer sees your product’s description – they’ll most likely go through the About this item section.
The main goal should be to provide the customer with a clear overview of your product’s features and benefits – without being too focused on sales.
To ensure your customer stays on your product page and goes from this section to the product description and ultimately – clicks the Add to cart button, make sure to create a copy that enables the reader to go from 1 bullet point to another.
Pay much attention also to the order of all bullet points. You want to make sure the most important thing is at the top. You can organize the bullet points from the most to the least important.
Remember – you have only 1000 bytes here. So make sure you use them wisely.
3. Writing an engaging product description
As you might have predicted – Amazon product description requires a good portion of marketing knowledge and a strategic approach to the content itself.
Here’s how to come up with a well-structured product description for Amazon in 5 steps:
a) Use numbers/statistics to grab attention.
People love seeing exciting numbers. Using them in your Amazon product description makes the entire copy attention-grabbing and intriguing. But, to do that successfully, you must ensure you’ve done excellent customer research.
The number has to be relevant to your target audience and have a strong resonance, for example:
“Searching for an environmentally friendly alternative to your old razor?
On average, 2 billion razor blades are thrown away each year.”
b) Elevate customer pain points
Then, proceed with writing the first two paragraphs centered on your audience's pain points. What daily struggles could they have that would make your product a must-have?
Here’s an example:
“Everyone who shaves deserves razors that are not only comfortable to use but don’t ruin our environment.”
c) Present the customer with potential scenarios of using your product
To make the buying experience more pleasant and personal, try to develop a sentence or 2 that will help the customer imagine themselves using the product.
“You won’t have to buy disposable razors ever again. You’ll save money, time, and your skin – from being constantly irritated.”
d) Add “something extra.”
The person reading your product description probably sees it for the 1st time. As a result, they might not be 100% sure if your product is exactly what they’re looking for. That’s why you need to add a reminder of everything you’ve said before. Do it in the form of bullet points at the end – so they can focus on precisely what they need to know to make up their mind about your product. If possible, add some extra information about your product that is highly probable to seal the deal.
e) Include a compelling call-to-action
Finally, you need a closing sentence and a Call-to-Action (CTA). The point is to let the customer know the next step they should take after reading your copy. Even more important here is to remind a user WHY they should take action you tell them to take. So, a good CTA might look something like this:
“It’s time to use disposable razor blades. Order reusable Razzors by clicking “Add to Basket” today!”
Start to create better Amazon listings with Shulex.
Our AI-powered platform helps Amazon Sellers dive deep into product and customers insights, making product listing optimization:
- More accurate
Shulex analyzes for you millions of reviews to help you understand your customers better and address their biggest concerns and pain points in your product listing. With Shulex, you can access all the product reviews in just a few clicks.