How to optimise an Amazon listing in 4 steps?

Customising product names and descriptions to meet Amazon's guidelines and customer expectations is a significant challenge that is worth dedicating ample time to. At this stage, the most important element of the offer is created, which is just as crucial as high-quality photos. Creating a product listing that ensures effective sales should be your priority. The primary goal of a seller is to win the Buy Box. Check what you should do to become more competitive and succeed on Amazon! 

Create new names that comply with Amazon's guidelines

Avoid duplicating product names that you use in your store or on other platforms. Amazon has its own guidelines regarding how a product title should look. The first rule of optimisation is constant here - each of them should include keywords. These are words or phrases that best describe your product. For example, if you are selling calendars: 

Select basic terms for each, such as wall, desk, weekly

Define its key features: size, colour, content (e.g., with photos)

Highlight the benefits: practical, convenient, spacious, stitched pages, etc.

Once you have your first draft, consider what else might encourage the customer to purchase. You can add phrases such as: "for entrepreneurs" or "parents" or "with space for notes". Remember that you have a limited number of bytes for the description! If you exceed it, Amazon will cut off the end of the name or block your product listing, marking it as "suppressed". It's also important that the keywords describe the actual features of the presented goods, as the ranking position is also influenced by whether customers visiting the product page make a purchase. If they choose a competitive offer, that one will likely gain a higher position in the search results.

How to select attributes, i.e., the most important features of the product?

Consider what distinguishes your product? Perhaps you use recycled materials or utilise high-quality printing? Choose 5 features that you deem most important, for example:

We care about the environment - we use recycled paper to prevent unnecessary tree felling; we use eco-friendly inks, eliminating the risk of river pollution

Designer design - our calendar was created by the best graphic designers; thanks to this, it has an aesthetic and elegant appearance

Equipped with a pocket where you can store important notes, business cards, and banknotes

Includes colourful stickers that can be used as flashcards to mark important dates

Ideal weekly planner in which you can fit all notes and write down essential dates and events.

If you're short on ideas, seek professional help in creating listings on Amazon! There is a byte limit for each attribute, i.e., bullet point. However, it is worth limiting their length, as the algorithm indexes only about the first 1000 characters in these 5 points. Therefore, an optimal solution is about 200 characters in each.

What is a product description and what to do if I lack inspiration?

In the product description, you can present the advantages of the offered assortment more thoroughly. If you are unsure about what else can be added to the previously created bullet points, just describe them comprehensively! Provide the parameters of the paper and the sources of its procurement or add something nice about the graphic designers who created the layout. Highlight their successes, awards they have won, or other important aspects of their work. Expand the idea regarding environmental protection, pointing to the necessity of increasing responsibility in business and encouraging entrepreneurs to adopt eco-friendly solutions. Mention that you print in Poland - an increasing number of consumers pay attention to this. There is freedom concerning the use of all available bytes allocated for the lower description. However, it is always beneficial to use them effectively! Check what the competition is writing. You might discover what allowed them to achieve a high position in the search engine! You can also save time by using the help of experts who specialise in selling on Amazon!

Keywords - does it make sense to fill in the "search terms" field?

The more different keywords you use in the description, the greater the chance of a good position in the search results. The selection of the most frequently searched phrases by customers will only indirectly affect the product's position on the list. Forget the notion that this is enough to quickly rank it on the first page. It depends on the number of competitors for a specific keyword. Imagine that the same word is being positioned by 10,000 sellers. That's high competition, and it's clear that most of them will be outside the Top 10. The final effect of optimisation is also influenced by many other factors (some known only to A10 developers) and elements, for example, the quality of photos and their compliance with the platform’s guidelines, pricing policy, promotions, etc. If you have doubts related to listings or are considering selling on the Amazon portal, we are happy to help you make the best decision. As part of comprehensive or thematic consultations, you can speak with an expert and get answers to your pressing questions.

At Go2Market, we are keen to share knowledge. Do you have something to add, or want to share something - let us know in the comment below. 

Happy indexing

Go2Market Crew 

Amata Borys - Chudek