DataHawk is a turnkey software analytics and recommendations platform that helps you increase your eCommerce sales, optimize your margins, boost your productivity, and gain insights on Amazon.
As a seller on Amazon, the power of the platform and the competition on it is well acknowledged by you. This is why it’s becoming critical for businesses to not only learn about Amazon listing optimization but also use it in their online strategies.
Ready to learn how to optimize your Amazon listings? Keep reading!
Or, skip ahead and optimize your Amazon listings with DataHawk and our distinct tools. DataHawk provides you with a set of advanced tools that enable you to track daily changes in the metrics and listing information of any product on Amazon, including price, reviews, ratings, sales rank or BSR, Buy Box data, title, and description.
This blog post is broken down into three sections.
- Introduction to Products Listing Details Page on Amazon
- DataHawk Tools to Work on Optimizing your Listings
- Top Use Cases to use your top competitors as an inspiration to build the perfect product listing page.
Introduction to Products Listing Details Page on Amazon
An Amazon product listing is the product page for each of the items you sell on Amazon. It is made up of the information you enter when you list your product including its title, images, description, and price. Shoppers on Amazon generally look for product listing pages to make a purchase, i.e. the Add to Cart button which is on all product listing pages.
As a result, getting the product listing right will determine the success of your products on Amazon.
An Amazon product listing has two major functions:
- It allows your products to be found in Amazon searches
- It encourages shoppers to purchase your products
In order to achieve both these objectives, it is important to optimize your product listings on Amazon.
Amazon listing optimization is to improve your product’s organic rankings (and sales) on Amazon.com. Amazon product optimizations could be done using a number of approaches, for instance, targeting keywords in product titles to uploading professional product images. Every optimization focuses on helping users, as well as Amazon, understand your product better and increase the relevancy.
Amazon as an eCommerce store needs to provide customers with relevant results. If a user is looking to buy “child safety gate” and product listings for diapers or baby soap appear, then Amazon is not matching the search intent of its users.
This is why Amazon relies on its A9 algorithm. This algorithm helps the eCommerce company to rank product listings, aiming to provide the most relevant result to its customers in one go. This way, users find the product they want — and buy it.
Thus, investing time in optimizing your Amazon listings is imperative. This includes optimizing the following features of a product listing:
- Product reviews
- Product ratings
- Product price
- Product bundling
Amazon boasts more than 2.9M sellers and while you’re not competing with all of them, you are competing with at least a few. Therefore to appear first when someone looks for your product is essential.
Thus, it is essential to have an Amazon competitor analysis and audit your competitors’ product listings along with yours.
DataHawk Tools to Work on Optimizing your Listings
Tracking your competitor's listing, especially the highest-ranked one, would allow you to monitor the changes they make and act on them, benchmark that against your own products, and potentially unveil ideas around keywords that you could incorporate into your own listing to improve your SEO performance.
Additionally, this will enable you to keep a track of every listing changes made by any team member from anywhere in the world. So no more surprises!
DataHawk enables you to access daily public data for any product on Amazon at your fingertips. You can visualize daily changes in any public metric or listing detail on intuitive and coherent dashboards and charts in order to measure and benchmark them.
With DataHawk :
1. Monitor and Benchmark Listings Information
Track the faintest change in any Amazon product's title, images, description, bullet points, or A+ content. Stay informed about the A/B tests being run by your competitors, and make sure your products' correct assets and data are being used.
2. Get Notified of any Change and Act on it
Don't miss any small or major change in a product's listing. Thanks to our advanced alerting system, get notified on the finest changes that occur on any product's listing page, including title, bullet points, description, and media.
Here is how you can take a step by step approach for optimizing your listings with DataHawk:
Once you have your account and you have created your projects and added desired products,
Step1: Product Tracker
With DataHawk, running Market Analysis to understand your Competitive Landscape and analyze your competitors in detail is very easy.
The Amazon Product Analytics Tool provides you with an in-depth market analysis of the products that are ranking for a Keyword on Amazon through Key Performance Indicators (KPIs) such as their Average and Median Price, Number of Reviews, and Rating. Maximum, Minimum, Low Quartile (lowest 25% percentile) and High Quartile data is also presented. DataHawk allows you to see how those KPIs vary by page as well, which is tremendously helpful as you crawl your way from low ranking pages to page 1.
Get started by clicking on the Product icon on the left navigation bar when you are inside the project of your choice. This gives you the list of tracked products inside a project.
You are directed to the product details page once you select the product from that list where you see all the important KPIs.
With this DataHawk also allows you to browse through the 200-300 products that usually index in the first 20 browsable pages of an Amazon search query, quickly and easily by using instant filters on desired ranges.
If you're interested in monitoring a competing product in detail, you can elect to track it and its performance will be collected on a daily basis by our tool.
Once you have identified and selected which product you want to go after, you can choose to selectively monitor and track their listings.
STEP 2: Listing Tracker
DataHawk gives you the details of all the changes that took place in the product listings for the tracked products that will save you time and help you maintain your brand reputation.
Click on the “listing analysis tab” on top to view all the product listing history and details.
Step 3: Excel Export
When you click on “Export Product Data” or “Export Project Data” it allows you to export your product data/ project data as an Excel file and make your own analysis with your favorite data visualization tool of your choice on your computer.
It is a product performance report generated by DataHawk in which you can directly compare the listings and all the related indicators, For instance, you can filter them as per your requirements for your listings analysis.
Similarly, you could build an Excel file with formulas that check the presence of target keywords per competitor.
Here are Top 5 Use Cases to use your top competitors as an inspiration to build the perfect product listing page
1. Using DataHawk's Listing Analysis Word Cloud to Extract Popular Keywords from Competitors Listings:
At the core of Amazon’s product listing optimization methods is relevancy. To be relevant to any search a shopper is conducting your product listing needs to contain good-quality content.
Amazon positions those listings with the search terms and keywords specifically used by the user towards the top. Text relevance, as it is called, is important. Keyword-rich content really helps here.
Keyword research is an essential step that is made very simple with DataHawk. The main goal is to determine which terms are being used the most when people search for the products you are selling. These are the terms you will use within your product listing.
The word cloud in the listing analysis tab gives you a list of the most used words and the number of times each one has been used. This will help you analyze the words, their count and pattern or placement for which your competitors are ranking and thus get inspired to improve your listings accordingly.
Finding the right keywords is therefore very important in this process. It is imperative to take a data-driven approach towards selecting keywords that are compatible with your product profile in terms of pricing, ratings, and stars rating dynamics. DataHawk Keyword Rank Tracker helps you to monitor how the changes in a product listing impact organic search performance via Amazon keywords rank for both your products and your competitors, then create the best listing.
By monitoring changes in organic keywords ranks for your competitors and comparing that with your own performance, you can extract insights about what works best for them and possibly understand what led to their performance so that you can apply it yourself. You can also strive to outperform them by doing the right actions that could lead to a better performance from your end.
2. Building the Perfect Product Title to Increase Click-Through-Rate and Rank Higher
Your product listing title is the first thing that should grab the attention of a shopper. It’s always important to ensure that it contains your main keywords. There are three building blocks for Amazon product title optimization:
1. Brand name
2. Core product keywords
3. Modifier keywords
Here’s an example,
Including your brand name will help you build credibility and distinguish your product from competitors. To find out if your brand name is being searched for, use DataHawk Amazon keyword tool.
Click on the “Keyword icon” on the left navigation bar to land on the tracked keywords page once you are inside a project.
We then searched for the keyword “Schick” in the tracked keywords list. It can be seen that the monthly search volume is 6,600 for this keyword and DataHawk gives it a competition score of 85%.
However, there are two things to remember here,
- Consider the opportunity cost of including your brand name in your product title. The space it is using could be used also to describe in long-tail keywords, especially if your brand is lesser-known.
- Also, the search volume of your brand name is probable to change over time as you build your customer base. It is thus important to audit regularly so you stay updated on customer search behavior.
Core product keywords are the most frequently searched keywords relevant to your product. You’ll want to look for high-volume keywords and use them to create a descriptive title.
In this example, "Multipurpose" & "Exfoliating Dermaplaning Tool" are the relevant keywords used by Schick. You can see the high search volume and competition that they have considered.
Modifier keywords are descriptors that add detail to your product. What color? What size? How many?
For this example, “Precision Cover” & “3 Count” are the relevant keywords used.
We tracked the changes in the Title, both the count and content of “Schick Silk Touch-Up Multipurpose Exfoliating Dermaplaning Tool” by using DataHawk Product Listing Analysis.
This shows you the number of characters and words used in the Listing Title. And, here is the historical data on how the title has been changed. This enables you to A/B test of what is the best Title for your product. You can also keep track of what your competitors are A/B testing on.
For instance, for “Schick Silk Touch-Up Multipurpose Exfoliating Dermaplaning Tool”
The listing was last changed 19Feb2019. We also noticed the A/B test done from
3Dec18 to 17Dec18, the red highlight showing the elimination and green highlight representing the addition.
Good product titles result in more impressions, better click-through rates and, ultimately, more sales of your product.
3. Building Appealing Bullet Points, for both Consumers and Amazon's Algorithm
In this section, the focus is to highlight the product's main features and benefits. You should do this while using as many secondary keywords as possible. Even the best product listings don’t always get read. To mitigate this, keep your bullet points focused on the most relevant selling points, answer the most common questions, and show them the best images of your product.
DataHawk’s key suggestions that you could remember while working on your product’s bullet points :
- Use long-form feature lists. Like this, you get more room to include a keyword that’s important to your product.
- Keep a track of what your competitors are using and incorporate features that help your product stand out from that of your competitors’.
- It is very important that your product listing features should not be copied from other listings. This doesn’t help your listing to rank better. Even if you have a product that is just about the same, you want the features to make it stand out. This is because the Amazon Algorithm uses this list to rank your product. You don’t want to miss out on tracking your competitors here.
Having a count of characters and words used in bullet points will help you keep track and plan how you want to A/B test and modify it to rank better than your competitors.
4. Effective Storytelling in your Description and A+ Content
This is your primary way to sell your product – don’t let it short-sell your product.
The product description is a good area to provide a storytelling experience. What the product is and why customers should buy it is what you talk about here. Be sure each important feature as a way to stand out. Again, taking a data-driven approach should be prioritized, so, go back and include a few of the keywords that you think are most relevant and have high search volume.
It is very important to see what keywords and in which positions work the best for you. With DataHawk you can have access to the change history of any product’s description.
We have monitored the changes for the “Schick Silk Touch-Up Multipurpose Exfoliating Dermaplaning Tool”
DataHawk’s Amazon Products Alerting Tool also enables you to receive notifications of alerts for changes in the number of images, videos, and A+Content.
Include keywords and descriptive words within the tags for your images. This is an easy place to add a few more and choose images that make sense.
Whether you are just listing your first product or a seasoned pro with several products selling on Amazon already. I hope you found some useful tips in this article on how you can improve your listings. Competition can be fierce on Amazon so it’s important to ensure your products stand out above the rest.