Amazon SEO: How to improve your Amazon product listings

Whether you’re new to selling your products on Amazon or have been up and running for a while, knowing how to properly optimise your product listings is the single-most important factor in helping you boost sales and make the most of the opportunities available.

So, to ensure you’re not making mistakes that will get in the way of your listing’s potential, here are some easy to implement tips on improving your Amazon SEO and product listings:

1. Sell first

Small tweaks to your product copy can make a big difference. Customers are on Amazon and browsing products because they’re ready to buy, not find out new information. So, just by changing the tone to fit the stage in the sales funnel that a customer is in can help to close the sale. The purpose of your product listing page is to sell – give them the best deal and describe the benefits of owning that product, they already know they want it so it should be an easy sell!

2. Optimise for Amazon SEO

You know your products better than anyone. So, if you were searching for them on Amazon, what words would you type in to find them? You should be using these ‘key words’ throughout your product listing, optimising the copy to make it easier for customers to find your product. For example, if you are selling reusable, leak-proof water bottles, then optimise your listing with terms highlighting this. Customers will be searching for ‘leakproof water bottles,’ so if your listing doesn’t feature those terms, it may not appear in a search. Read your product copy and add in keywords and phrases where they would naturally occur.

3. Connect with your customers

Imagine you are sitting across the table from a potential customer. Read your product listing copy out loud to them and then edit the copy to remove anything that feels repetitive or doesn’t add any value. Many times, we subconsciously refer to ourselves in copy as ‘we’ and ‘us’ when really, we should be speaking directly to the customer by using ‘you’. For example, ‘You can put our leakproof water bottles in your bag whilst out for a run without fear of them leaking’ resonates more with the customer as it is directed at them personally.

This article was written by Matt Howes, Ecommerce Director at Melody, a specialist Amazon ecommerce agency.

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