Amazon sales account for almost 50% of the ecommerce market in the US. With statistics like that, it’s essential to create product listings that will make your products stand out from other sellers. Here’s how to improve your Amazon product listings to maximize sales, keep your customers happy, and minimize product returns.
Write Great Product Descriptions
You have a limited amount of space to describe your product and capture the attention of potential buyers. That’s why it’s important to make good use of the space you’re allotted. Here are a few ways to do that:
- Provide descriptive and factual information, using more verbs than adjectives. More verbs appeal to a buyer’s sense of action and will help buyers visualize themselves using the product. For example, this sentence uses adjectives: “This beautiful blue cocktail dress is perfect for your fashionable tastes.” While this one uses verbs: “This cocktail dress will satisfy the desires of the fashionista in you.” Which one is more appealing to you?
- Include major product features and attributes like the brand, color, size, and style. Always provide the dimensions and model number when it’s applicable.
- Proofread titles and product descriptions carefully before publishing the listing. Misspellings, typos, or poor grammar will make your listings look unprofessional.
- Follow Amazon’s policies: don’t use HTML, include phone numbers, or promotional information.
- Simplify descriptions to make them relatable to as many readers as possible, especially if you’re selling a product with highly technical features or complicated jargon.
You should also include your shipping and return policies. Giving customers the complete picture helps avoid any unwanted surprises like dissatisfaction, returned products, and grumpy reviews. Buyers should know everything about the product they’re buying from your descriptions.
Have an SEO Strategy
When writing descriptions, the tried and tested principles of Search Engine Optimization (SEO) apply. Optimizing your search strategy will make it easier for potential buyers to find your product page, both through the Amazon site and third-party search engines. In the long run, this strategy can be a lot cheaper and effective than paid ads.
- Research and integrate keywords – It’s essential to include relevant keywords in your product title and description, which means you should always conduct some keyword research before listing products.
- Don’t stuff keywords – Keyword stuffing won’t get higher ranking on Amazon search results, so you’re much better off using the space for relevant information. The best titles are simple, and they focus entirely on describing the attributes of the item. The best product descriptions are informational, fun, and easy to read.
Use Effective Titles
Creating a keyword-rich product title will help shoppers find your products quicker. The key is to avoid being the needle in a haystack of competing products. Include relevant keywords and high-volume search terms – like the category and model of the product you’re selling. The more specific, the better!
Here are a few common practices that you’ll want your titles to adhere to:
- Capitalize the first letter of each word
- Use words, not abbreviations for measurements (inches, pounds, etc.)
- Don’t use special characters like the ampersand (&) unless it’s part of the item’s or brand’s name.
- Use numerals instead of spelled-out numbers (5, instead of five)
Include Captivating Images
Accurate and detailed images are essential for any successful product listing. Include as many pictures of the item as possible and make sure they’re professional. Here are a few hacks to make your photos more professional.
It’s very important to make sure that your images comply with Amazon’s image requirements:
- Use a pure white background
- No illustrations or graphics
- At least 1000 px for either height or length
- JPEGS are preferred
- No animated gifs
- No props or accessories should be included
Go the extra mile and give your buyers a full-spectrum view of the product they want to buy; consider integrating augmented reality in your listings.
Become Prime Eligible
As of July 2020, there were 105 million Amazon Prime members. That’s about two-thirds of all Amazon users and 1 out of every 4 adults in the U.S. Additionally, Prime members spend an average of $1,400 each year – more than twice the amount that non-Prime members spend ($600).
There are two ways you can sell products using the Amazon Prime tag, with the Fulfillment By Amazon (FBA) or Seller-Fulfilled-Prime (SFP) programs. Here’s a quick look at how each works:
- With the FBA program, you send your stock to Amazon and they fulfill your orders, just as the name suggests. They take care of every aspect of order fulfillment for you.
- With the SFP program, Amazon sellers who have Professional Selling accounts are allowed to use the Amazon Prime badge on customer orders that are fulfilled by the seller, the seller’s warehouse, or a 3PL.
Price Your Products Well
Even if you find the right products, selling at the right price means the difference between sinking or swimming in the ecommerce market.
If you sell on Amazon, chances are someone else is selling the same product. Research competitor prices to better understand the market or check out these great ecommerce pricing strategies.
After calculating your own business-related costs, use an FBA Revenue Calculator to forecast future costs, and check your profit margins. A key metric to keep in mind here is your Cost of Goods Sold (COGS). This helps you track all of the costs that go into selling products and can reduce your tax bill when the IRS comes knocking.
Whether you’re brand new to selling on Amazon or you’re a veteran seller on the marketplace, there is always room for improvement. Use the above tips to ensure that Amazon shoppers see your professional, informational, and engaging product listings. Your customers will thank you and so will your bottom line.
Editor’s Note: This blog post was originally published January 2019 and was updated in October 2020 to reflect more accurate and relevant information.