Creating An Effective Amazon Product Listing

Effective Amazon Product Listing

Have you ever wondered why your Amazon products aren’t appearing in top search results? Or how some of your competitors on Amazon keep getting clicks and have a high rate of sales while yours don’t?

Amazon’s mysterious and complex ranking can leave even the most experienced of sellers scratching their heads about what works and what doesn’t. However, our Amazon experts have the inside track to give you the best possible chance of making certain items and products perform than others.

Optimising listings is what we do, and optimisation can lead to an improvements in conversion rates and sales revenue. Through years of experience, combined with assistance from our dedicated Amazon Account Manager providing insight, we have identified some of the key contributing factors that can help to improve product listing performance.

But what is an effective Amazon product listing? Quite simply, listings are the individual product pages that tell customers all they need to know about a given product. It features images, and videos of the products, product descriptions, and offers customer reviews from those who have already purchased them. Here’s an example:

Effective Amazon Product Listing prep and rep listing

Product listings are the bread and butter of the Amazon shopping experience for consumers and play a crucial role in a customer’s decision to purchase a product or not. A well optimised and organised listing can help your brand and products stand out from competitors, showcase personality and brand story, build trust and credibility and drive sales.

Product listings are the bread and butter of the Amazon shopping experience for consumers and play a crucial role in a customer’s decision to purchase a product or not. A well optimised and organised listing can help your brand and products stand out from competitors, showcase personality and brand story, build trust and credibility and drive sales.

So, what do you need to create the perfect product listing?

Typically, when curating that perfect product page, there are a number of key components of features that must be considered and implemented, including; title, images/video, description, key search terms, reviews and ratings. If competently put together, the combination of these elements can play strongly into the complicated minefield of Amazon’s mystery algorithm to help your product/item stand out amongst the crowded Amazon marketplace:

Product Title

Where better to start than the product’s title? A title is often the first thing a potential customer sees when viewing your product, which is why ensuring the naming of items are curated in such a way to include all the key info needed to grab attention and convince consumers straight off the bat.

With up to 200 characters available to use, it’s important to use as much of the available space as possible to integrate key search words (more on that later) and key USPs into the title. If a title was the sole thing a potential customer reads, it needs to sell the product as well as describe it. For example, you wouldn’t just list an item as “a hoodie” or “black trainers” as there is nothing to convince consumers.

Here’s an example of our earlier Prep and Rep Weight Loss Planner, note the length of the product title, inclusion of key selling points and search terms, and a great description:

It’s really that simple, just remember; brand, model, size, quantity, colour, key search terms and prominent item features. If you manage to get those into your title, you’re well on the way to a great product listing!

Imagery and Video

It goes without saying but imagery helps to tell the story where words cannot. A set of high quality imagery (and potentially video) is a vital part of online shopping and one of the most important aspects of a product listing.

The product image should clearly demonstrate the size of the product, which is often difficult to gauge when shopping online. Any inaccurate images could lead to receiving damaging, negative reviews. Amazon’s top sellers tend to include five to eight images in their listings, though six images seems to be a happy medium that informs (rather than overwhelms) the customers visiting your page.

Utilising the right imagery and video can create an accurate visual representation of the product, it’s key selling points and unique features in a way that words alone struggle to reflect. Infographic-style imagery can also be a useful way of including key product messaging in an easier to read format. Here’s an example of that with our Weight Loss Planner item:

Effective Amazon Product Listing prep and rep image

You can evaluate your Amazon product image quality using the following criteria:

  • Close-up and clear shots of the images
  • Images shouldn’t be blurred
  • The product should be well lit and properly focused
  • The product must be easily recognizable
  • The product should occupy 80% of the space provided

On top of that, to further bring your brand and product to life, adding a video dimension to the listing can significantly improve consumers interaction during the purchasing process.

Videos are able to convey and communicate information on your product in a short space of time. Research has shown 72% of customers prefer to learn about a product or service by way of video and that videos can boost conversion rates significantly, so it’s a great opportunity to make the most of, if possible.

Product Description

The description is an additional opportunity to elaborate on your product’s features and benefits to really help to persuade the consumer in to making a purchase. Descriptions blend creativity with keyword optimisation to improve rankings and drive conversations.

A description is a great way to convince consumers of why they need your product and how it will be beneficial to them, separating yourself from the competition and upselling the key aspects of your item and brand.

  • A key method is using bullet points.
  • They are great for grabbing consumer attention and highlighting the benefits simply and succinctly to potential buyers.
  • Useful for highlighting the value of the product and capturing the most relevant USPs.
  • Below is a great example from our weight loss planer that offers the consumer a tool to aid them on their fitness journey. It sells the benefits of the product and includes some of its key selling points, “easy”, “weight loss”, “tracker”, “planner”, etc.
Effective Amazon Product Listing prep and rep bullet points

Key Search Terms

The crux of any good product listing is cramming as many possible key search terms into your listing to make sure it appears in the Amazon algorithm. These are search terms that describe your product and are an essential part of getting your product seen by potential customers.

But how do you know which to use? The best bet would be to conduct some initial keyword research, using a keyword tool, that gives the stats of what buyers are searching on Amazon’s search box.

You can search for potential keywords based on the product that you are selling and use this to decide what keywords you want to target. You can identify keywords by thinking about what consumers would search by in order to find your product.

Once you have decided on your key search terms, it’s then simply a case of dropping them in to your product title, imagery, videos, product description, storefront, etc, to make sure that your product is featured alongside the keywords and search terms that are most effective for your market position.

Reviews and Ratings

The reviews of a product have an immense impact on the ratings and performance of a particular item. Reviews and ratings go together hand in glove, so producing high quality products is just as important as customer service and responding quickly to complaints and problems too.

If your product or item happens to be in the 4-5 stars category, it means that your products are performing really well. However, if your product struggles and has very fewer ratings, here is what you can do to improve:

  • Look for patterns in bad or negative reviews. What’s the common thing that your customers are complaining about? Then, come up with an idea or solution to fix it.
  • Gather as much feedback as you can via email campaigns because this can, at times, help you resolve the issue before a customer leaves a bad review.
  • Accumulate as many reviews as possible and balance them so that you can have a good rating and review overall.

Points really do mean prizes so making the most of the product review section and improving your rating can certainly play into your favour within the Amazon algorithm.

But what if that still doesn’t make sense?

These are just a few pointers to help improve your effective product listing and boost your Amazon optimisation to get listings and items working hard to increase conversion rates and sales. However, the Amazon algorithm is a minefield filled with trial and error, and it may take several attempts to make your product listing perfect for purchasing.

As Amazon experts with years of experience, knowledge and an inside track from our Dedicated Amazon Account Manager, we can take the stress away and ensure your product is listed just how Amazon wants it to maximise retail and commercial success.

With a network of over 1,000,000 customers, completing a sale every 30 seconds and drivings millions of additional £££s in revenue to our client’s bottom line, your performance on Amazon is our lifeblood and we’re dedicated to maximising product performance and value.

Take the next step and get in touch with our team of Amazon experts to see how we can make your product listing stand out from the crowd and perform better than you could have expected!


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