By Freedom Shark | June 19, 2018 | Amazon
It is quite amazing how selling online on Amazon can provide a way to build a reputable and profitable brand. Even with the high level of competition, a seller like you can still make a ton of money down the road if you know how to manage your online store well. Speaking of competition, you need to fight your way through the ranks for your product to be eventually noticed when you first launch. In this article, you will learn about some of the most effective tips that can bring your product listing to page one of Amazon search results and start seeing the sales roll in.
Understanding Amazon’s System
A9 is Amazon’s search engine. This is a part of an interface that is very much user-friendly and in general, the interface enables online sellers to fill out all of the relevant data that describes their product. As soon as you determine what you have to place in these fields, it will be much easier for you to make the necessary changes when the need arises. However, because Amazon’s search engine system is an evolving algorithm, it is normal to see unpredictable and frequent updates. These updates are often deemed frustrating, as far as the points of view of most online sellers are concerned.
This is the rate at which your potential buyers view the product listings before they eventually log out of the platform. If you have a lower exit rate, chances are you will have a higher conversion rate and a higher ranking for the product listing.
POP (Perfect Order Percentage) & ODR (Order Defect Rate)
Online sellers who typically gain more perfect orders over time will have a higher product ranking compared to those who typically encounter issues with their orders. This becomes much easier by utilizing the Amazon FBA fulfillment system as all order percentages are based on their performance and not yours.
If your buyer has a claim against their order, this can be considered already as a form of an order defect. Some other things that are considered under this category include chargebacks, shipment concerns, A to Z guarantee claims, and negative buyer feedback. If one of these items are eventually canceled due to a viable resolution. this will not be counted against the order defect rate. Therefore, it is really helpful to have most of these issues resolved to lower the rates of defects included in your product listing.
If your product is a high volume seller, you need to make sure that it is always in stock so you can serve your customers well. Amazon favors online sellers who always have a high in-stock rate as they want to make money off each sale. No stock means no money for them so this can affect your organic search placement.
Negative Seller Feedback
As far as product search results are concerned, all the negative feedback may count against you also in their search algo. For Buy Box chances, the product listing’s feedback rating may be considered as one of the major factors. And for private label sellers, other high rated listings could be placed higher in search as Amazon knows higher ratings equals higher sales.
The Speed of Order Processing
If you want to be successful on Amazon, you have to ship out the orders as fast and as accurately as you can. By either taking advantage of the Amazon FBA program or Prime Seller Fulfilled program, you can secure the sale as customers know it will arrive fast. If you prove to be an efficient online seller in this regard, your product listing will have a higher ranking in the search results.
Categories and Sub-categories
Once you begin setting up the product listings, ensure that you will choose the most relevant categories that highly pertain to your products. This way, it will be much easier for the customers to check out your items and eventually locate where the listing is.
For the search terms, Amazon will provide you with five types of fields and a character limit in the back end product listing for you to use. Under these, you will be required to specify the search terms that your products should be associated with not included in your front end product listing. To help you with this, you may use tools such as the Keyword Planner by Google and others are out there. To further help you in providing the keywords, take note of the following guidelines:
- You may use the key characters, topics, alternate names, and abbreviations, especially if your products are books.
- Never include those terms that are offensive or abusive in nature.
- Do not include the variations of capitalization, punctuation, and spacing.
- Do not include the usual misspellings of the name of your products.
- Avoid including subjective claims that are not necessarily permanent. Some of these include terms like “now available”, “brand new”, and “currently on sale”.
- To separate your keywords, use single spacing. Never use carets, semicolons, and commas to separate one term from the other.
- Do not give redundant pieces of information that the other keywords already encompass. Some of these terms include words like brand, bullet points, product description, author, and title.
- Do not provide content that is excessively long. Make sure that the character limit is taken into consideration. Also, keep in mind that longer content will only bore the buyers. They may not even bother reading everything.
- Do not give out irrelevant, misleading, or inaccurate pieces of information.
When customers search for the products that they want to buy, they tend to enter keywords, also known as search terms. As soon as they enter the keywords, the search engine will then match these against the pieces of information that are included in the product listings. The algorithm tries to look for titles and descriptions that closely fit what the buyer placed as keywords.
Manufacturer and Brand Part Numbers
If required, you have to include the name of your brand in the title. This will help the buyers easily look for your product by its brand name. Also, this will help them differentiate your product from the rest of your competitors.
This is the section where you have to list the physical and the technical characteristics of the product. The details should include the color, shipping weight, actual weight of the product, dimensions, and size, among others. The completion of this section will make Amazon’s system interpret this as the online seller being a diligent one when it comes to their product listings. In effect, this is considered a big plus for you to boost your way to page one.
You need to use the description of your product to further let your buyers know what its important features are. The product description should always include the keywords and we suggest formatting with basic HTML if Enhanced Brand Content is not avaialble for you. Perhaps, this is one of the most important aspects of the product listing that you need to focus hard on because the content will determine if you will have a higher conversion rate and an increased customer engagement ratio.
Bullet Points or Features of the Product
When you present the feature and benefits of the product in your bulleted points, you do not only improve the readability of your product listing but speak to the emotional buying experience. This will lead to increased sales conversions over time.
Completeness of the Product Listing
To accomplish a complete product listing, you need to fill out all the required fields on the listing set-up page. A complete product listing translates to Amazon that you have nothing to hide from their buyers. Moreover, this also implies that there is due diligence on the part of the seller because they took the time to fill in the buyers with the pieces of information that they may need to know about the product on sale. As a result, this is considered plus points for Amazon.
Aside from these, completing the product listing fields can help improve your visibility in the search engine results. In line with this, you need to consider three different factors to improve your product listing:
Moreover, you have to make sure that your customers will click your product listing, engage with your content and eventually buy your product after seeing it on the platform. Amazon even went on to say that the ability to search for your products is integral because this is how they will view your product listing and decide then and there if they want to buy the product.
Aspects such as sales history, selection, availability, price, and text matches are just some of the things that can determine if your product listing will appear on page one of the search engine results. By giving out complete and relevant information for your product, you provide greater chances of improving the sales and the visibility of your product.
If your product title is catchy and attractive, chances are it will result in an increased conversion rate. To help optimize the title of your Amazon product, you need to include at least one or two of your main keywords in it. The title should also have great readability. It must also be less than 200 characters, including spaces.
If you think about it, the title of your listing is considered as one of the most valuable factors that you can improve to help increase the ranking of your product listings. The title of the product is the part of the listing that can create the greatest impact on the performance of your product, as far as search engine results are concerned. It doesn’t even matter if the impact is positive or negative.
To significantly improve the title, you need to improve on the following elements:
- Quantity or packaging
- Product type
- Key feature
- Product line
One of the greatest skills to a great title is to know how you can order the elements. This should be coupled with additional target keywords. Adding these keywords will help further refine the search. This will also help differentiate your product from the rest of the products that your competitor has. Usually, the choice of keywords and the order of the keywords can significantly influence the rank and the sales of the products.
For the title, you need to take note of the number of characters, as mentioned above. In general, the organic results can display somewhere between 115 to 144 characters. The number of characters heavily depends on the category that your product is currently in. For the right rail ads, the titles should only be around 30 to 33 characters. On the other hand, the mobile titles should have between 55 to 63 characters.
Form a practical point of view, your goal is to make every customer know exactly what you are selling. Therefore, you have to place the most relevant keywords in your title first. This is because the algorithm will interpret your listing as a highly relevant post with search terms that appear earlier in your title.
Therefore, it is important that you create a list of the most pertinent keywords. Strategically place them before every character breakpoint found in your title. However, you should also make sure not to stuff your title with so many keywords. Earlier during Amazon’s reign, this is still effective but as the algorithm changes, as are the rules of creating the titles. If you do this now, you will just end up messing up your product listing title and run the risk of running lower in the search engine results.
Parent and Child Products
Using the parent and child product functionality will help direct your buyers to one product page and not to multiple listings. This is especially helpful if you want to make the most out of the customer reviews.
Bounce Rate and Time on Page
This is the measurement of the length of time that your buyer dwelled in your product listing. Take note that a bounce rate of fewer than five seconds may be taken against you. The system will interpret this as a poorly developed or misleading product listing.
Conversely, a lower bounce rate and a longer time on page will be interpreted by the system as a well-constructed product listing. The customer was hooked on the listing and is interested to know more about the products that you have to offer. Therefore, they had to stay longer to read on and to know more about these products.
Quality and Size of the Image
Online sellers should closely follow the image guidelines of the platform. This should be done to ensure that the listings will not be suppressed after all the work has been put in to finalize everything. For the image quality, you need to have at least a resolution of 1000 by 1000 pixels of high-quality images. The images need to be of the highest quality possible because Amazon typically offers their customers the image zoom in feature. This allows the consumers to view the products and to clearly make out the details even if they zoom in on the image.
Aside from the numerous Buy Box factors, the price of the products that you offer can tell if your product listing will make it to the first page. Make sure that the price is reasonably scaled. Also, ensure that you have conducted adequate research to back up your claims regarding the cost of your product.
This is another important factor to consider if you want to make it to the first page. The ratio of the total number of reviews that you have and the quality of the reviews that you get is just one of the most important factors that you need to consider so you can make your way up the first search results page.
This is another factor that can help with sales conversion. Make sure to always answer the questions of your buyers, no matter how absurd their questions may seem. Your response will always show at the top of all other responses so customers can easily see you engaged as the seller. Every time you do this, the system will interpret this as the online seller catering needs to their customers by entertaining their concerns and addressing them accordingly. If that is the case, the system will recommend your product listing to be one of the first ones to appear in the search engine results.
Sales ranking, also known as the best sellers’ rank of Amazon, is regarded as one of the most important factors to consider when ranking the product listings. Basically, this metric stipulates that the more sales that you have for a certain listing, the higher your chances are of ranking high and even making it to page one. When this happens, this simply leads to even more sales for your store.
To further increase your sales, boosting your product listing to page one is the way to go. The tips and techniques are simple, but they are not necessarily easy. Therefore, you have to keep in mind that putting in the hard work ahead of time will help you go a long way. Perseverance while doing the right things is the best way to move forward, as far as the sales are concerned. When equipped with the right set of knowledge, you are good to go and conquer the online market.