If you are looking to increase your sales on Amazon then look no further. Optimizing your product listings is the key to it: you'll get you more product page visits and more sales.
We have already covered three of the elements that guarantee you an effective Amazon product listing and now we are having an in-depth look at Amazon Descriptions, Product Specification, ASIN numbers, Amazon Categories, and product management.
Without further ado let's dive into the second part of How to write effective Amazon Product Listings.
Amazon Description and Bullet Points
The bullet points and description are where you can start really selling the product. The first thing a customer sees is the bullet point section, so you must quickly draw their attention to key selling features. They are designed to be quick and easy to read so make sure your text doesn't do the opposite of this. For example, don’t use long sentences, technical jargon, or flowery language, and don’t keyword stuff.
You have five bullets to use, and Amazon gives guidance on what you should include and in what order. It is a good idea to follow this while also adding keywords.
Amazon also publishes a number of guidelines to follow, including making sure you don't include price or promotional phrases such as "sale".
In addition to Amazon advises, here are some bullet point optimization tips:
- Use keywords, reinforcing those used in the title and introducing new ones.
- Write concisely and separate different points on one line with a semi-colon. This will help you fit more in.
- Make sure all five bullet points can be read at a glance.
- To make your product listing stand out from the rest, write about benefits instead of simply listing features.
To demonstrate the last point, look at the bullet points in the mixer product listing used as an example above:
Instead of listing features (for example, "6 Quart bowl"), it focuses on benefits: "Extra deep 6 Quart bowl with contoured design for adding ingredients with ease"
What about product descriptions? Unlike on Google, product descriptions on Amazon don't have to be unique. This means you can copy all or part of your descriptions. There are some important elements you should make sure are included, though:
- The description should fully describe the product, highlighting the benefits of owning the product to the user
- It should include keywords
- It should be easy to read
- Correct spelling and grammar are essential
- Use HTML formatting
On the last point, HTML formatting will make your product stand out while also making your listing easy to read.
The following example uses HTML formatting:
The image above is much easier to read than a listing that doesn’t use HTML formatting, like the example below:
This is one section that many sellers either overlook completely or don't give enough attention to. Here are some reasons you should not do this:
- Product specifications can make your listing stand out
- They can include crucial information to help the buyer make a decision
- They can help improve visibility in Amazon, particularly if your product specification section is more detailed and helpful to customers than your competitors
That last point is the key to success with product specifications – making them as detailed as possible.
Amazon Product Categories and ASIN Numbers
Amazon uses product categories and product identifiers to manage its enormous database of products and to help it return the most relevant results possible when customers do a search. It is important you get both right for the products you sell.
There are two important things to remember with Amazon product categories:
- They are not the same as Google Shopping categories
- Some categories are open but for others, you have to request approval before you can start selling
ASIN stands for Amazon Standard Identification Number, so it is an Amazon-specific product identifier used in all its listings. You can find it in the address bar:
When adding a new product listing to Amazon, however, you should use the product’s Global Trade Item Numbers (GTINs). These include ISBN, UPC, EAN, JAN, and GTIN-14.
Amazon does not like it when products are sold by vendors who don't have the inventory to fulfill them. Keeping the inventory status of your product listing is, therefore, crucially important. You have a number of options:
- In stock
- X items left
- Out of stock with a date when orders can be fulfilled
Manage and List Your Products to Amazon with a PIM
PIM stands for Product Information Management. They are applications that help you manage the data of your product listings in Amazon. They are important tools as manual management of this information (such as using a spread sheet) quickly becomes difficult.
Every feature on an Amazon listing is there for a reason and is the result of extensive Amazon research. The best advice is to use every tool you can to make your listings stand out.
If you are looking to Double your Amazon Sales, we have covered 9 other optimization tips that will help you increase the visibility of your listings.