In a market as fiercely competitive as Amazon, having a great product is only the beginning. To really drive sales and grow your business at scale, you’ll need to prioritize optimizing your product listing.
Creating your first—or 50th—Amazon listing can be daunting, especially in the face of so many competitors. To optimize your product listing, you’ll need to take a close look at every aspect and ensure there are no gaps that might be filled by the competition. Luckily, there are many tools and proven processes available that you can use and follow, to get your listing in top-tip shape. If you’re launching your first product on Amazon, check out our ultimate guide to launch products on Amazon.
In this article, we’ll be diving into each part of your Amazon listing, and how you can improve it to help boost clickthrough rate, conversions, and search visibility.
{{amazon-ad="/external-components"}}
Understanding the Amazon A9 and A10 algorithm
Before we run through the individual parts of your Amazon listing, we must first understand how the Amazon A9 and A10 Algorithm work. Amazon’s SEO function, the algorithm uses a specific set of criteria to rank products in their search. The more you optimize your product listing for SEO, and follow Amazon’s guidelines, the better your chance of higher rankings for chosen keywords.
So what does Amazon take into consideration when ranking products? This can be broken down into two rough categories:
While this might seem like a lot to keep track of, we can roll all the optimizations for the above in one simple refresh of your listing, and most things listed are entirely under the seller’s control.
The algorithm, of course, isn’t so cut and dry as this and includes intent signals, behavioral and semantics matching, and more. But for the case of your individual product listing, understanding and keeping in mind the optimization and updating of these criteria could be the difference between 1 sale a day, and 100.
{{amazon-ad="/external-components"}}
How to optimize your Amazon product listing
Now that you’ve got a firm grasp on what Amazon looks at, let’s run through each part of the Amazon listing and how you can enact changes to better your place in the search rankings.
1. Audit your listing as it stands
It’s a good idea to start with your listing’s current performance. You won’t know how to optimize—or if your efforts are effective—if you don’t understand where you’re starting from.
You can do this process manually using your seller dashboard, or you can tap into third-party tools and platforms to get an even deeper look at listing performance so you can optimize effectively.
Listing Insights, for example, is a tool from soona that can audit your existing listings and provide data-driven recommendations for improvement. It’s the first visual analytics tool of its kind. Here’s how it works:
- Sign up for a soona account
- Connect your Amazon storefront to your soona dashboard
- Listing Insights will give your listing a score with recommendations for improvement
- Implement the changes
- Get your soona score again!
Listing Insights will check your listing for technical performance like image quantity and quality, as well as if your photos meet industry best practices. It’ll also let you know if you need to mix it up a bit more—for example, if all your visuals are similar, Listing Insights will tell you to include a more diverse collection of assets.
2. Conduct keyword research
Before you start optimizing your product listing with keywords, you first must identify which ones to use. Choose keywords that are both relevant to your product and audience and have the potential for success.
For instance, if you’re just starting out, choosing “hat” as your main keyword can be harmful—with such vast competition, your keyword will be just a drop in the ocean against big players. In this case, you might want to choose a longtail keyword such as “blue children’s hat”. This effectively creates a niche, singling out customers that are looking specifically for a blue hat for a child, rather than a hat in general. That in turn increases your chance for a conversion, as they will be more invested.
Pro tip: Long tail keywords are those which are longer and more specific. It’s a best SEO practice to include high volume (many searches), and longtail (niche) keywords in your keyword strategy.
There are many tools to use when conducting your keyword research, including Google Keyword Planner, Helium 10, and Keyword Tool. If you’re feeling stuck, choose one “seed” keyword to start, pop it into a generator and start widening its reach.
Be sure to do some competitor research as well, to make sure you’re competing in the same space, while also maintaining your edge.
Once you’ve decided on the keywords to target, it’s time to optimize your product listing for those keywords.
3. Come up with a strong product title
When choosing your product title, put yourself in the shoes of the customer. What do they need? What will they be searching for? Answering these questions can guide which keywords to highlight in the title.
Amazon allows 250 characters for a product title, though it’s advised to limit your title if possible to no more than 60–80 characters. Ensure your title is both relevant and concise, to avoid suppression. Customers are scanning for the first thing that grabs their attention as a possible solution, so select your keywords with care.
Another thing to consider when creating your product title is what needs to be included, by the nature of the product. Some products, such as a broom, are relatively self-explanatory and won’t need all the details upfront for the customer to click on the item and learn more. Other products, however, would need more information included in the title in order for the customer to consider it, such as clothing including its size, or how many liters a water bottle can hold. You might also want to think about including the product’s different use cases, such as storage containers being multi-purpose.
Here are a few guidelines in regard to the product title:
- Keep the title ~60 characters long—longer titles risk losing the customer’s attention
- Capitalize your title, but don’t use all caps
- Put the brand at the start of the title
- Use numbers such as “1” rather than written, like “one”
- Avoid the use of ASCII characters
4. Put together product key features/bullet points
Now that you’ve got your title in order, it’s time to move on to highlighting your product’s features in the bullet point list.
Amazon allows up to five bullet points for each product (10 for vendors), with a character limit of 1,000 for each bullet. You still want to be relatively concise in how you craft your bullet points. They should be informative and to the point. Capture the customer’s attention with short sentences and ensure they can understand exactly what it is you’re selling from only a quick scan.
Again, put yourself in the customer’s shoes. What do they want, and what are they looking for? If you know the answer to those questions, you can easily weave the solution straight into your features and benefits. Amazon has provided a few guidelines to keep in mind when writing these bullet points:
- Highlight key features such as dimension, conditions, content, uses, etc
- Reinforce the information given in the title
- Do not include pricing information or promotion material
- Be consistent
5. Write compelling product descriptions
Moving further down your listing is your product description. With 2,000 characters to work with, this is the place to really sell your product to potential customers. Remember—they’ve clicked on your listing, so they’re already interested. This is where you can bring them over the line to convert.
Descriptions should have exciting action words to describe why this product is a must-have. Instead of just telling your customers why your product will improve their lives. Show them. See what other vendors of comparable items have written that sticks out.
Use short, easy-to-read sentences, and be clear about the product’s main use, and what sets it apart from the competition. A good rule of thumb is to run through the same bullet points you just highlighted, in more detail. Introduce more features that were not included in the top five, and back up your product with use cases.
If you’re in a particularly saturated market, it might not be enough to describe your product and its features in detail. Be creative and get potential customers to envision themselves using the product. In the case of our blue children’s hat, instead of only saying that the hat is “size small and machine washable”, consider phrasing it as “can toss in the washing machine after a day at the beach”.
6. Create amazing product images
Another way you can optimize your product listing is through visuals. With so much choice, sometimes it doesn’t matter how effective your keywords, or how well-crafted your descriptions are if your images aren’t up to scratch.
Choose images that showcase your product in the best possible light, and which appeal to your audience. Though be sure to adhere to Amazon’s image guidelines. Here are some highlights:
Technical requirements
- 1,000 px on each side to allow for zoom
- 500 px to 10,000 px on their longest side
- JPEG (.jpg or .jpeg), TIFF (.tif), PNG (.png), or non-animated GIF (.gif) file formats
- Clear, unpixelated, and have no jagged edges
Main product images are the first image that appears on the product detail page. The main product image must:
- Accurately represent the product, and be realistic and of professional quality
- Have a white background—this allows for consistency across all Amazon products
- Show the product as 85% of the image
- Omit text, logos, borders, color blocks, or watermarks
- Show the entire product within frame
- Not feature accessories not included when the customer purchases your product
- Include only a single unit of your product
- Leave out packaging
- Avoid use of a mannequin, in the case of selling apparel
All product images must:
- Accurately represent what you are selling
- Match your chosen title
- Not contain nudity or be sexually explicit
- Be free of customer reviews, ratings, or claims
- Omit Amazon logos or trademarks
7. Price products strategically
Many things need to be considered when choosing an appropriate price for your product. When pricing your Amazon listing, ensure you’re considering the competition. It’s not just the A9/A10 algorithm that favors relevant pricing—your potential customers do, too! Including competitor prices in the decision-making process can help to keep your product listing competitive.
Other things you need to consider when crafting your pricing strategy are:
- Shipping and delivery: Do you ship worldwide? Or are you locally based? How much would packaging cost to ship?
- A/B testing: If you’re not entirely sure how to price your item, Amazon allows you to run a split test. By setting up this experiment, you can analyze how potential buyers respond to different price points, and adjust your overall strategy accordingly
- Rankings: if you find your product listing slipping down the rankings, it could indicate it’s not appropriately priced, relative to the market and other Amazon sellers
If you have wiggle room to work with, you can also take advantage of Amazon’s automated pricing, which automatically adjusts the prices on your SKU catalog in response to events.
At the end of the day, this is your product, and only you can know the correct price that will achieve your business objectives. However, a little tweaking here and there can go a long way in helping Amazon favor your listing.
8. Encourage customer reviews
Catered to the customer experience, reviews have a significant impact on how Amazon ranks product listings. No matter how great your keyword and pricing strategy, how eye-catching your images, or how informative and enthralling your descriptions, if you don’t have great reviews, your product listing is likely to get thrown to the bottom.
You know what they say—there’s no such thing as bad publicity. In the case of your Amazon reviews, this isn’t strictly true, but bad reviews still have merit. If you find your products are receiving more poor ratings than good, it’s prime information to analyze and use to optimize both your product, and how it’s presented in your listing.
Here are a few ways you can use reviews, even poor ones, to optimize the customer experience:
- Check for patterns. Is there one single thing people dislike, which can be changed?
- Be proactive. Ask for reviews, or use a survey to gather customer feedback. Use this information to adjust your product where necessary.
- Find a good ratio. It’s okay to have a bad review here and there, as long as they’re outweighed by the positive. Try to get as many people to review as possible. Don’t be afraid to ask!
Best practices to optimize Amazon listings
You need an approach that caters to Amazon's algorithm while also taking into account the specific difficulties that come with launching a new product and managing your product catalog. Here are some best practices to keep in mind as you optimize your listings:
1. Know how many product images you need
Your product listing should have at least five product images, though you have space for more. It’s important to showcase the item from every angle, as well as include context to show how key product features are used in real life. When it comes to Amazon photo specs and requirements, you’ll have one main product listing image and several complementary ones to highlight key features and details.
2. Include a mix of visual content
Product images on Amazon are mostly required to be straightforward, white background shots, but you have more room to play when it comes to images that aren’t your main listing image. Time to get creative!
Always include a mix of visual content to help customers understand the product's important features and how it is used. Various angles, closeups, scale comparisons, and lifestyle scenes should answer a buyer's questions and show the product's value. Product infographics, 360-degree photos, and videos are also excellent content formats to help boost sales.
3. Tap into the importance of video
More than 9 in 10 businesses use video in their marketing, and consumers are growing an increasing preference for this content format. And Amazon says it can boost sales by 9.7% and makes users 3.6x more likely to convert.
Product videos showcase items in a way still-frame photos can’t. They showcase motion, how the product falls and fits and moves. And videos captivate the eye—exactly what you want to do in a sea of millions of merchants.
Amazon allows for product videos as part of your selling strategy. You can add videos to your product detail page. Either upload a single video for multiple product listings or multiple videos to a single product listing. You can use your own thumbnails or use automatically generated ones.
4. Use models to tell the full story
Models help bring your products and story to life! Rather than using solely products on a white background, bring in models to add depth, relatability, and visual interest to your product shots. That’s why using models is one of our favorite Amazon best practices.
Models don’t have to be human, either. They can be furry or feathery or scaly or, you get the picture—animals make great models, especially if you’re selling pet products. Plus, who wouldn’t stop scrolling at that cute face?
"Working with soona models brought our products to life with short video clips and fun action shots. It allowed our audience to connect with our brand on a deeper level," Rob Gregg, founder of Gales, said.
5. Make customers an offer they can’t refuse
The simplest method to stimulate demand is to make customers feel like they’re receiving a fantastic deal. Here’s how to create an offer that customers cannot resist:
- Offering a new product on Amazon giveaway
- Upselling through your other more successful products
- Leveraging off-Amazon channel traffic, such as general SEO or local sales channels
- Offering exclusive discount codes to your email list
- Using influencers to add to their storefronts and promote on social media
- Connecting with your target audience via Facebook
- Create a low but limited-time featured offer price
Tip: Directing traffic from outside Amazon is the most effective strategy to kickstart sales.
6. Run PPC campaigns
Pay-per-click (PPC) advertising can increase exposure for your product and storefront. Amazon PPC campaigns are your best choice for getting your newly launched product visible to customers.
- Disable dynamic bidding and stick with fixed bids to maximize profits.
- Maximize campaign performance by focusing on the most successful keywords.
- Focus on a competing product or brand to expand your customer base
- Improve your sales results by focusing on the correct customers with the help of strategic bidding.
- Optimize your PPC campaigns with Amazon’s product targeting.
Don’t be afraid to go all out with your PPC efforts in the beginning. Your PPC efforts are essential to getting your product out there and noticed by potential buyers. Always work to improve and maintain your campaigns to avoid burning through money!
7. Market your listings on other channels
Let people know your product exists in places other than Amazon. Create blog posts that discuss the product and get yourself set up on social media (like TikTok!). Launch a hashtag and promote its use constantly, and your potential customers will spread the word. Watch as people spread it far and wide.
Make regular posts and try to keep them engaging. If you want to stand out on social media try a contest or giveaway, encouraging users to share and promote your brand.
Optimize your Amazon listings with soona
So there you have it! If you want to grow your business by boosting sales on Amazon, there are many things you can do to optimize your listing.
If you're looking for direct listing insights and recommendations, you can integrate your product catalog with our new AI Listing Insights tool, the first visual optimization tool to measure the performance of your creative.
soona Listing Insights
The first visual optimization tool to measure the performance of your creative.
LEARN MORE
Amazon listing optimization FAQs
What is listing optimization on Amazon?
Listing optimization on Amazon refers to the process of enhancing various elements of a product listing to improve its visibility, relevance, and attractiveness to potential buyers. This includes optimizing the title, description, bullet points, images, keywords, and backend search terms to align with Amazon’s search algorithm and customer search behavior. Effective listing optimization can lead to higher rankings in search results, increased traffic, and ultimately, more sales.
Is Amazon listing optimization worth it?
Yes, Amazon listing optimization is worth it. Optimized listings are more likely to appear in search results, attract clicks, and convert viewers into buyers. This can lead to increased sales and better overall performance of your products on Amazon. Investing time and resources into optimizing your listings can provide a significant return on investment by boosting visibility, improving conversion rates, and enhancing customer satisfaction.
How do I optimize my Amazon listing title?
- Include primary keywords
- Be descriptive
- Keep it concise
- Use capitalization
- Avoid keyword stuffing
- Comply with Amazon’s guidelines
How do I improve my listing on Amazon?
- Optimize the listing title
- Use high-quality images
- Write detailed descriptions
- Incorporate bullet points
- Consider backend keywords
- Encourage customer reviews
- Price competitively
- Use A+ Content
In a market as fiercely competitive as Amazon, having a great product is only the beginning. To really drive sales and grow your business at scale, you’ll need to prioritize optimizing your product listing.
Creating your first—or 50th—Amazon listing can be daunting, especially in the face of so many competitors. To optimize your product listing, you’ll need to take a close look at every aspect and ensure there are no gaps that might be filled by the competition. Luckily, there are many tools and proven processes available that you can use and follow, to get your listing in top-tip shape. If you’re launching your first product on Amazon, check out our ultimate guide to launch products on Amazon.
In this article, we’ll be diving into each part of your Amazon listing, and how you can improve it to help boost clickthrough rate, conversions, and search visibility.
{{amazon-ad="/external-components"}}
Understanding the Amazon A9 and A10 algorithm
Before we run through the individual parts of your Amazon listing, we must first understand how the Amazon A9 and A10 Algorithm work. Amazon’s SEO function, the algorithm uses a specific set of criteria to rank products in their search. The more you optimize your product listing for SEO, and follow Amazon’s guidelines, the better your chance of higher rankings for chosen keywords.
So what does Amazon take into consideration when ranking products? This can be broken down into two rough categories:
While this might seem like a lot to keep track of, we can roll all the optimizations for the above in one simple refresh of your listing, and most things listed are entirely under the seller’s control.
The algorithm, of course, isn’t so cut and dry as this and includes intent signals, behavioral and semantics matching, and more. But for the case of your individual product listing, understanding and keeping in mind the optimization and updating of these criteria could be the difference between 1 sale a day, and 100.
{{amazon-ad="/external-components"}}
How to optimize your Amazon product listing
Now that you’ve got a firm grasp on what Amazon looks at, let’s run through each part of the Amazon listing and how you can enact changes to better your place in the search rankings.
1. Audit your listing as it stands
It’s a good idea to start with your listing’s current performance. You won’t know how to optimize—or if your efforts are effective—if you don’t understand where you’re starting from.
You can do this process manually using your seller dashboard, or you can tap into third-party tools and platforms to get an even deeper look at listing performance so you can optimize effectively.
Listing Insights, for example, is a tool from soona that can audit your existing listings and provide data-driven recommendations for improvement. It’s the first visual analytics tool of its kind. Here’s how it works:
- Sign up for a soona account
- Connect your Amazon storefront to your soona dashboard
- Listing Insights will give your listing a score with recommendations for improvement
- Implement the changes
- Get your soona score again!
Listing Insights will check your listing for technical performance like image quantity and quality, as well as if your photos meet industry best practices. It’ll also let you know if you need to mix it up a bit more—for example, if all your visuals are similar, Listing Insights will tell you to include a more diverse collection of assets.
2. Conduct keyword research
Before you start optimizing your product listing with keywords, you first must identify which ones to use. Choose keywords that are both relevant to your product and audience and have the potential for success.
For instance, if you’re just starting out, choosing “hat” as your main keyword can be harmful—with such vast competition, your keyword will be just a drop in the ocean against big players. In this case, you might want to choose a longtail keyword such as “blue children’s hat”. This effectively creates a niche, singling out customers that are looking specifically for a blue hat for a child, rather than a hat in general. That in turn increases your chance for a conversion, as they will be more invested.
Pro tip: Long tail keywords are those which are longer and more specific. It’s a best SEO practice to include high volume (many searches), and longtail (niche) keywords in your keyword strategy.
There are many tools to use when conducting your keyword research, including Google Keyword Planner, Helium 10, and Keyword Tool. If you’re feeling stuck, choose one “seed” keyword to start, pop it into a generator and start widening its reach.
Be sure to do some competitor research as well, to make sure you’re competing in the same space, while also maintaining your edge.
Once you’ve decided on the keywords to target, it’s time to optimize your product listing for those keywords.
3. Come up with a strong product title
When choosing your product title, put yourself in the shoes of the customer. What do they need? What will they be searching for? Answering these questions can guide which keywords to highlight in the title.
Amazon allows 250 characters for a product title, though it’s advised to limit your title if possible to no more than 60–80 characters. Ensure your title is both relevant and concise, to avoid suppression. Customers are scanning for the first thing that grabs their attention as a possible solution, so select your keywords with care.
Another thing to consider when creating your product title is what needs to be included, by the nature of the product. Some products, such as a broom, are relatively self-explanatory and won’t need all the details upfront for the customer to click on the item and learn more. Other products, however, would need more information included in the title in order for the customer to consider it, such as clothing including its size, or how many liters a water bottle can hold. You might also want to think about including the product’s different use cases, such as storage containers being multi-purpose.
Here are a few guidelines in regard to the product title:
- Keep the title ~60 characters long—longer titles risk losing the customer’s attention
- Capitalize your title, but don’t use all caps
- Put the brand at the start of the title
- Use numbers such as “1” rather than written, like “one”
- Avoid the use of ASCII characters
4. Put together product key features/bullet points
Now that you’ve got your title in order, it’s time to move on to highlighting your product’s features in the bullet point list.
Amazon allows up to five bullet points for each product (10 for vendors), with a character limit of 1,000 for each bullet. You still want to be relatively concise in how you craft your bullet points. They should be informative and to the point. Capture the customer’s attention with short sentences and ensure they can understand exactly what it is you’re selling from only a quick scan.
Again, put yourself in the customer’s shoes. What do they want, and what are they looking for? If you know the answer to those questions, you can easily weave the solution straight into your features and benefits. Amazon has provided a few guidelines to keep in mind when writing these bullet points:
- Highlight key features such as dimension, conditions, content, uses, etc
- Reinforce the information given in the title
- Do not include pricing information or promotion material
- Be consistent
5. Write compelling product descriptions
Moving further down your listing is your product description. With 2,000 characters to work with, this is the place to really sell your product to potential customers. Remember—they’ve clicked on your listing, so they’re already interested. This is where you can bring them over the line to convert.
Descriptions should have exciting action words to describe why this product is a must-have. Instead of just telling your customers why your product will improve their lives. Show them. See what other vendors of comparable items have written that sticks out.
Use short, easy-to-read sentences, and be clear about the product’s main use, and what sets it apart from the competition. A good rule of thumb is to run through the same bullet points you just highlighted, in more detail. Introduce more features that were not included in the top five, and back up your product with use cases.
If you’re in a particularly saturated market, it might not be enough to describe your product and its features in detail. Be creative and get potential customers to envision themselves using the product. In the case of our blue children’s hat, instead of only saying that the hat is “size small and machine washable”, consider phrasing it as “can toss in the washing machine after a day at the beach”.
6. Create amazing product images
Another way you can optimize your product listing is through visuals. With so much choice, sometimes it doesn’t matter how effective your keywords, or how well-crafted your descriptions are if your images aren’t up to scratch.
Choose images that showcase your product in the best possible light, and which appeal to your audience. Though be sure to adhere to Amazon’s image guidelines. Here are some highlights:
Technical requirements
- 1,000 px on each side to allow for zoom
- 500 px to 10,000 px on their longest side
- JPEG (.jpg or .jpeg), TIFF (.tif), PNG (.png), or non-animated GIF (.gif) file formats
- Clear, unpixelated, and have no jagged edges
Main product images are the first image that appears on the product detail page. The main product image must:
- Accurately represent the product, and be realistic and of professional quality
- Have a white background—this allows for consistency across all Amazon products
- Show the product as 85% of the image
- Omit text, logos, borders, color blocks, or watermarks
- Show the entire product within frame
- Not feature accessories not included when the customer purchases your product
- Include only a single unit of your product
- Leave out packaging
- Avoid use of a mannequin, in the case of selling apparel
All product images must:
- Accurately represent what you are selling
- Match your chosen title
- Not contain nudity or be sexually explicit
- Be free of customer reviews, ratings, or claims
- Omit Amazon logos or trademarks
7. Price products strategically
Many things need to be considered when choosing an appropriate price for your product. When pricing your Amazon listing, ensure you’re considering the competition. It’s not just the A9/A10 algorithm that favors relevant pricing—your potential customers do, too! Including competitor prices in the decision-making process can help to keep your product listing competitive.
Other things you need to consider when crafting your pricing strategy are:
- Shipping and delivery: Do you ship worldwide? Or are you locally based? How much would packaging cost to ship?
- A/B testing: If you’re not entirely sure how to price your item, Amazon allows you to run a split test. By setting up this experiment, you can analyze how potential buyers respond to different price points, and adjust your overall strategy accordingly
- Rankings: if you find your product listing slipping down the rankings, it could indicate it’s not appropriately priced, relative to the market and other Amazon sellers
If you have wiggle room to work with, you can also take advantage of Amazon’s automated pricing, which automatically adjusts the prices on your SKU catalog in response to events.
At the end of the day, this is your product, and only you can know the correct price that will achieve your business objectives. However, a little tweaking here and there can go a long way in helping Amazon favor your listing.
8. Encourage customer reviews
Catered to the customer experience, reviews have a significant impact on how Amazon ranks product listings. No matter how great your keyword and pricing strategy, how eye-catching your images, or how informative and enthralling your descriptions, if you don’t have great reviews, your product listing is likely to get thrown to the bottom.
You know what they say—there’s no such thing as bad publicity. In the case of your Amazon reviews, this isn’t strictly true, but bad reviews still have merit. If you find your products are receiving more poor ratings than good, it’s prime information to analyze and use to optimize both your product, and how it’s presented in your listing.
Here are a few ways you can use reviews, even poor ones, to optimize the customer experience:
- Check for patterns. Is there one single thing people dislike, which can be changed?
- Be proactive. Ask for reviews, or use a survey to gather customer feedback. Use this information to adjust your product where necessary.
- Find a good ratio. It’s okay to have a bad review here and there, as long as they’re outweighed by the positive. Try to get as many people to review as possible. Don’t be afraid to ask!
Best practices to optimize Amazon listings
You need an approach that caters to Amazon's algorithm while also taking into account the specific difficulties that come with launching a new product and managing your product catalog. Here are some best practices to keep in mind as you optimize your listings:
1. Know how many product images you need
Your product listing should have at least five product images, though you have space for more. It’s important to showcase the item from every angle, as well as include context to show how key product features are used in real life. When it comes to Amazon photo specs and requirements, you’ll have one main product listing image and several complementary ones to highlight key features and details.
2. Include a mix of visual content
Product images on Amazon are mostly required to be straightforward, white background shots, but you have more room to play when it comes to images that aren’t your main listing image. Time to get creative!
Always include a mix of visual content to help customers understand the product's important features and how it is used. Various angles, closeups, scale comparisons, and lifestyle scenes should answer a buyer's questions and show the product's value. Product infographics, 360-degree photos, and videos are also excellent content formats to help boost sales.
3. Tap into the importance of video
More than 9 in 10 businesses use video in their marketing, and consumers are growing an increasing preference for this content format. And Amazon says it can boost sales by 9.7% and makes users 3.6x more likely to convert.
Product videos showcase items in a way still-frame photos can’t. They showcase motion, how the product falls and fits and moves. And videos captivate the eye—exactly what you want to do in a sea of millions of merchants.
Amazon allows for product videos as part of your selling strategy. You can add videos to your product detail page. Either upload a single video for multiple product listings or multiple videos to a single product listing. You can use your own thumbnails or use automatically generated ones.
4. Use models to tell the full story
Models help bring your products and story to life! Rather than using solely products on a white background, bring in models to add depth, relatability, and visual interest to your product shots. That’s why using models is one of our favorite Amazon best practices.
Models don’t have to be human, either. They can be furry or feathery or scaly or, you get the picture—animals make great models, especially if you’re selling pet products. Plus, who wouldn’t stop scrolling at that cute face?
"Working with soona models brought our products to life with short video clips and fun action shots. It allowed our audience to connect with our brand on a deeper level," Rob Gregg, founder of Gales, said.
5. Make customers an offer they can’t refuse
The simplest method to stimulate demand is to make customers feel like they’re receiving a fantastic deal. Here’s how to create an offer that customers cannot resist:
- Offering a new product on Amazon giveaway
- Upselling through your other more successful products
- Leveraging off-Amazon channel traffic, such as general SEO or local sales channels
- Offering exclusive discount codes to your email list
- Using influencers to add to their storefronts and promote on social media
- Connecting with your target audience via Facebook
- Create a low but limited-time featured offer price
Tip: Directing traffic from outside Amazon is the most effective strategy to kickstart sales.
6. Run PPC campaigns
Pay-per-click (PPC) advertising can increase exposure for your product and storefront. Amazon PPC campaigns are your best choice for getting your newly launched product visible to customers.
- Disable dynamic bidding and stick with fixed bids to maximize profits.
- Maximize campaign performance by focusing on the most successful keywords.
- Focus on a competing product or brand to expand your customer base
- Improve your sales results by focusing on the correct customers with the help of strategic bidding.
- Optimize your PPC campaigns with Amazon’s product targeting.
Don’t be afraid to go all out with your PPC efforts in the beginning. Your PPC efforts are essential to getting your product out there and noticed by potential buyers. Always work to improve and maintain your campaigns to avoid burning through money!
7. Market your listings on other channels
Let people know your product exists in places other than Amazon. Create blog posts that discuss the product and get yourself set up on social media (like TikTok!). Launch a hashtag and promote its use constantly, and your potential customers will spread the word. Watch as people spread it far and wide.
Make regular posts and try to keep them engaging. If you want to stand out on social media try a contest or giveaway, encouraging users to share and promote your brand.
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So there you have it! If you want to grow your business by boosting sales on Amazon, there are many things you can do to optimize your listing.
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Amazon listing optimization FAQs
What is listing optimization on Amazon?
Listing optimization on Amazon refers to the process of enhancing various elements of a product listing to improve its visibility, relevance, and attractiveness to potential buyers. This includes optimizing the title, description, bullet points, images, keywords, and backend search terms to align with Amazon’s search algorithm and customer search behavior. Effective listing optimization can lead to higher rankings in search results, increased traffic, and ultimately, more sales.
Is Amazon listing optimization worth it?
Yes, Amazon listing optimization is worth it. Optimized listings are more likely to appear in search results, attract clicks, and convert viewers into buyers. This can lead to increased sales and better overall performance of your products on Amazon. Investing time and resources into optimizing your listings can provide a significant return on investment by boosting visibility, improving conversion rates, and enhancing customer satisfaction.
How do I optimize my Amazon listing title?
- Include primary keywords
- Be descriptive
- Keep it concise
- Use capitalization
- Avoid keyword stuffing
- Comply with Amazon’s guidelines
How do I improve my listing on Amazon?
- Optimize the listing title
- Use high-quality images
- Write detailed descriptions
- Incorporate bullet points
- Consider backend keywords
- Encourage customer reviews
- Price competitively
- Use A+ Content
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