Did you know the Amazon mobile shopping app was the most downloaded shopping app in the US in 2020? Amazon has managed to nail mobile commerce in recent years, establishing an unprecedented level of trust with consumers who prefer to shop on the go.
And, while the e-com giant’s mobile sales are still very much overshadowed by its desktop sales, there is little arguing that they’re picking up the pace slowly but steadily. As a seller, you can be left behind if you don’t adapt to this change.
Case in point? Optimize your Amazon listing for mobile.
What is Amazon Mobile Optimization?
Amazon mobile optimization is the process of adjusting your Amazon listings for mobile devices to drive more impressions, clicks, and sales. It includes:
- proper title optimization,
- choosing the right image orientation,
- designing mobile-friendly A+ content, description, bullet points, and product video.
Why Amazon Mobile Optimization is Important in 2021
Gone are the days when Amazon sellers could just optimize their listings for desktop users and expect sales to roll in.
This is 2021. Here, mobile-first is the order of the world. Consumers use their mobile phones for everything, including when shopping on Amazon.
According to a recent survey, online holiday shopping on Amazon is primed for ground-breaking numbers yet again this year. More people are expected to shop from the smiling A, with a significant portion of them planning to use their mobile devices to make at least some purchases.
Make sure you do everything to get your listing in front of your audience and optimize it in a way that they can’t help it but hit that “Buy Now” button on their smartphone.
So, where do you exactly start from when optimizing your product detail pages for mobile?
Amazon Mobile Layout – It’s All in the Details!
Before you can begin pulling out the nuts and bolts of your Amazon listing, it’s important to understand how Amazon shows product listings to shoppers on mobile. This would help you focus on the areas that matter the most.
Staring off, you have the brand name, title, and review count and ratings at the top. Just below them is the main listing image. You can swipe it to the right to view other images. By the way, Amazon only shows seven product images on mobile compared to nine on desktop. Scroll down, and you’ll see the Buy Now button.
Once you glide past the top section of your Amazon listing, things start to get interesting. Some categories (and mobile devices) will show you the bullet points, and then a product image gallery laid out separately. However, most others will skip to the image carousel section straight away and save the bullet points for later.
The latter is then shown after the product description.
Next, you have the A+ content, followed by the product description; yes, these appear separately on mobile. Finally, you can find the reviews in the bottom section of your listing, just below the customer-uploaded product videos.
6 Tips on How to Optimize Your Amazon Listings
Based on the results from extensive single-variable testing, here are our top six recommendations to optimize your Amazon listing for mobile:
1. Use Your Primary Search Phrase and Benefit-Driven Keyword in the First 80 Characters of Your Title
Amazon only shows the first 80 characters of a listing title on the mobile SERPs. You have limited words to convince shoppers to tap on your listing.
Divide your title into three parts. Each part must not be more than 50 characters. The first part should have your brand name and primary search phrase.
The second part should have your main benefit-driven keyword. Make sure to fit this in the first 30 characters. It should be unique and pique interest and curiosity in your audience. It should make you stand out from your competitors.
So, for example, let’s say you sell dog treats on Amazon. You can use something like “tastier than real human meat” as your main benefit-driven keyword.
Overall, the first 80 characters of your listing title should read a complete sentence.
2. Choose Portrait Orientation for Your Main Image
Like your title, your main image should also grab the attention of your audience and compel them to check out your product.
One of the ways you can do that is by using portrait orientation for your main image. You can use this formula for other images too.
Why portrait orientation?
It complements the view on mobile, making your listing look prominent among hundreds of others displayed on the SERPs. You should aim for a minimum resolution of 1350 x 1080 when taking images for your Amazon listing.
3. Make the Standard Four Image & Text Module a Priority When Designing A+ Content
Once a visitor is on your listing, you have the opportunity to convert them into a customer. This is where A+ content comes into play.
Most Amazon shoppers briefly scan the top sections of your Amazon listing, before scrolling all the way down to read the reviews.
After they are satisfied with the product feedback, they then start interacting with your listing further, and the A+ content is usually the first thing they look at. A+ content is your sales converting machine
Your A+ content should inform and inspire your visitors and prompt them to take action. It should build an emotional connection with them. Therefore, your selection of modules matters a lot here. You don’t want to pick something that looks ugly or ineffective.
We recommend using the Standard Four Image & Text module for designing your A+ content. It works best on both desktop and mobile. On the desktop, the panels are displayed side by side in an array-like formation, which helps cover the white space efficiently.
On mobile, they are stacked on top of each other. Furthermore, it is an excellent choice for describing the product benefits in an effective way.
4. Nail Your Brand Story Early in the Product Description
Product descriptions on mobile are truncated after 200 characters. You must convey the main message of your brand story before the dangling dots show up.
Remember to keep the story person-focused. You want your audience to remain interested in what you have to tell and feel that human touch when interacting with your brand. This is especially important on mobile. If your product description doesn’t hook your audience, they’ll swipe and bounce to your competitor listing.
The story can be about how you found the company, or how your product was designed. Alternatively, it can be about a customer (real or imaginary) who was struggling with a problem and how your product helped them solve that problem. Below you can see an example of a product description done well:
5. Mention the Most Important Product Benefits in the First 400 Characters of Your Bullet Points
Amazon only shows the first 400 characters of bullet points on mobile. You must make the most use of the limited real estate available to you.
Always lead with the benefits when crafting bullet points for your listing and then explain the features. It’s the best way to sell a product. Your aim should be to list down the most important benefits first.
Use the words your customers speak when describing products in your niche. Keep the information short and easily digestible. Use one focus search term per bullet point; avoid keyword stuffing.
Example:
Here is a good example from Anker of how to write optimized bullet points for both desktop and mobile.
Notice how Anker has kept things simple with their bullet points, using short and catchy phrases. They have started each bullet point with a benefit and then explained the feature that is responsible for that benefit. You should do the same.
6. Supercharge Your Product Video with a Clickbait Thumbnail and Action Frames
Product videos have been recent additions to Amazon Seller Central and can be extremely effective in boosting conversions and sales. They can be a cheat code to dominate your niche when done right.
Interestingly, there is a simple formula for creating impactful product videos for Amazon. You don’t necessarily need to be a video wiz to come up with something good. Just follow the basics.
First things first, you need to have a clickbait thumbnail that should entice your visitors to tap on your video. A blank frame is best avoided.
Secondly, you should start your video with an action shot. Don’t go showing off your brand or unboxing your product. No one is interested in how your company logo or product looks, not at this stage at least. You must hook your mobile audience in that first couple of seconds or else they’ll bounce off.
Here is a good example of how you can execute this part.
Once you have the attention of your customers, this is when you introduce a close shot of your product. Show your product in action and how it helps solve the problem your customers are experiencing. Use models that closely resemble your ideal buyer persona.
Finally, conclude the video with your brand name, tagline, and logo. The video should ideally be 15-25 seconds long.
Mobile Optimize Your Amazon Listing and Watch Your Store Sales Grow
Despite the increase in competition on Amazon, it has never been easier to grow your sales on the marketplace. You just need to look at the right places. Optimizing your Amazon listing for mobile is one such strategy to climb up the sales ladder in your niche—fast and grand.
About ZonGuru
ZonGuru is an all-in-one Amazon toolkit that helps private label sellers with product research, niche evaluation, competition analysis, listing optimization, inventory tracking, customer review acquisition, and running day-to-day operations of their Amazon business. Our tools bring you the most accurate data from across ten Amazon marketplaces, including the US, Canada, Mexico, UK, Italy, France, Spain, Australia, Germany, and India. We make selling on Amazon easier.