Amazon Product Listing Best Practices
Your store is set up, if you are on Seller Central your products are at Amazon’s DCs, and you are selling some products, but not as many as you wanted. Why aren’t your products selling? When you search for your product, you don’t even see it listed on the first page and you know that 65% of all Amazon purchases happen on the first two listings. So why isn’t your product showing up?
Product Listing Best Practices
Start with your product listing. It is often the best place to start the research behind why your products aren’t showing up where you want them to show up or why people aren’t buying your products. Take a good long look at the listing. Does it answer all of your questions about the product, or at least enough for you to buy it? How are the product images? Are they just the product floating on a white background or do you show the product being used (if you can)? Do you have simple, easy to read and digest facts about the product? Do you make the product look or sound appealing in any copy?
All of these questions are good starting points when you are building out your product listings. Let’s cover some best practices for when you are first creating your product listing.
When you go to create your first product listing and you click on the advance option, you might be overwhelmed by the amount of fields and some of the specific questions, but don’t worry, you don’t need to fill all of those out. We are going to focus on three things:
The product title
Product images and/or video
These are your basic building blocks for a good product listing.
The Product Title
Call it what it is. “Brand Name – Product Style – Product Specifics” is a good template to follow. For instance if you sell shoes your product listing should look something like this:
CoolShues – White Men Can Jump – Men’s Size 15
Or if you sell vitamins or supplements your product title might look like this:
Plants of Health – Super Immunity Booster – Women’s Once Daily Multivitamin
The basic a guideline for the title is to tell users who you are, the name of the product, and the specifics of that product listing.
Product Listing Copy
Your copy – the writing – should be informative and engaging. There will be a varying degree of how much fun you can have with your copy depending on your product, but as long as you maintain a high level of information and buyers know what they are getting, you have a lot of leeway. For instance the White Men Can Jump shoe could have copy similar to this:
It started as a dream: to touch the rim. Then, one day, touching the rim wasn’t enough. We had to look cool doing it. The White Men Can Jump shoe is the physical representation of that dream. Now you can grab the rim and impress at the same time.
And the copy for the Super Immunity Booster might look like this:
The Super Immunity Booster is an excellent supplement to help you get through cold and flu season. Taken once daily, Super Immunity Booster has the correct blend of immunity boosting herbs to help your body fend off most common illnesses.
In your copy it is also important to include bulleted lists. These are not only easy for humans to read and digest, but also easy for Amazon’s algorithm and spiders to read and digest. Bulleted lists basically highlight very important information. Using the shoe as an example:
SHINY – The extreme gloss on top of patent leather means that these shoes will reflect any and all light. Wear stars on your feet!
BOUNCEY – The preloaded springs in the shoe are guaranteed to increase your vertical by at least 48 inches. You’ve been warned.
SQUEAKY – You’ve heard basketball games on television and all of the squeaking that happens when player change direction. These shoes have built in squeak speakers that amplify that noise!
MADE IN THE USA – Made at our factories in Muncie, Indiana, the birthplace of the slam dunk poster.
There are some products that allow you to feature the image on a white background without any lifestyle photographs or images of the product in use, but they are few and far between and even they can be aided by some colorful imagery. The basic idea here is to show off your product as best you can:
Show the product from every relevant angle (sometimes this is front and back, sometimes you need a 360 view)
Show any unique or patented features of the product (a cross section of the White Men Can Jump that reveals the springs, for instance)
Use lifestyle images with the product in use
The one caveat here is that you can’t exactly do that with a supplement or a pill. However, you can show happy, healthy people immediately after your pictures of the bottle or closeups of the supplement itself. This will make the connection between the supplement and the happy, healthy person without a time-lapse video that shows the effects of the supplement.
Use data inspired images
Show someone jumping in regular shoes and then someone jumping 48 inches higher in your shoes. Include a table of the percentages of different herbs that are in your supplement and how they are better than your competition. Use an image of how much cleaner clothes get after using your soap than other brands.
Use product videos when you can
Videos have a high level of engagement and showing off your product in videos further increases the credibility of the product. Most people have enough Photoshop skills to make some unbelievable images, but not everyone has video editing skills to do the same.
Overwhelmed at the prospect of listing all of your products following these guidelines? Contact us and let the experts at Run AMZ take care of everything!