How to Optimize your Amazon Product Listings

Amazon product listings

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.

If you are looking to learn how you can leverage Keywords, and data around them, to build the optimal product listing page,  DataHawk is the right platform, and this is your step by step guide to Amazon Listings Optimization & Amazon SEO.

DataHawk's Amazon Product Analytics software helps you visualize daily changes in any public metric or listing detail on beautiful dashboards and charts. With DataHawk's Listings Analysis Tool you will never miss a listing change and stay informed about the A/B tests being run by your competitors.

Ready to learn how to optimize your Amazon product listings? Keep reading!

Or, skip ahead and optimize your Amazon product 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.

1. Introduction to Amazon Product Listings Details Page

Amazon product listings

An Amazon product listings page 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.

Amazon product listings have 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 Amazon product listings.

Amazon product listings optimization is to improve your product’s organic rankings (and sales) on Amazon.com. Amazon product listings 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 the 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 product listings is imperative. This includes optimizing the following features of a product listing:

  • Title
  • Features
  • Images
  • Description
  • 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.

2. Amazon Product Listings Page Drill down:

A. Amazon Product Listings Titles:

There are two main purposes a product title serves,. Firstly, it helps shoppers find your product and secondly, it helps you get clicks when shoppers are interested in knowing more or buying your product. It is therefore very important for your ASIN to be found by the shopper when they search using relevant queries. Amazon therefore has clear guidelines that you should take into consideration while listing your product or optimizing your current listings.

Here's a quick recap (Amazon.com)

  • Title Length: 200 characters(for any title crossing the limit will get suppressed by Amazon)
  • Capitalize the first letter in each word but don't capitalize all the letters in a word
  • Use numbers, not words (i.e. 5 instead of five)
  • If the product is a pack, state how many items are in the pack
  • Spell out measurement words such as "inch" rather than abbreviating them
  • Include size and color if it is relevant and/or the product comes in multiple sizes or color options
  • What to not include: Special Characters, Pricing, Quantity unless relevant & Promotional words .

B. How to Optimize your Amazon Product Listing Titles?

Product Title generally works with formulas depending upon the category you are in. But in general, you can follow the order as below:

Brand Name: This should cover the first part of your Title.

Keywords: Use the most relevant queries to get the maximum search volume share. You can use an Amazon Keyword research tool to make it super easy.

Model Number: Include model number and description regarding variations of size, color and quantity.

In fact, each product category has a formula to use when writing product titles.

Cookware, Cutlery

  • Style: Brand + Line + Size+ Product Type
  • Example: Calphalon Professional Hard-Anodized 8-1/2-Quart Saucier with Lid
  • Example: Sabatier Precision 14-Piece Stainless-Steel Knife Block Set

Cook's Tools & Gadgets

  • Style: Brand (+ Model Number if necessary) + Model Name + Product Type, Color
  • Example: Vacu Vin Wine Saver Gift Pack, White

Small Appliances, Home Environment

  • Style: Brand + Model Number + Model Name + Product Type, Color
  • Example: KitchenAid KSM150PSER Artisan 5-Quart Mixer, Empire Red
  • Example: Vornado 510W Compact Air Circulator

Tableware

  • Style for Sets: Brand + Pattern + Product Type, Amount
  • Example: Pfaltzgraff Charlotte 16-Piece Dinnerware Set, Service for 4
  • Example: Spiegelau Authentis Collection Burgundy Wine Glasses, Set of 6
  • Style for Individual Pieces: Brand + Pattern + Size + Product Type
  • Example: Pfaltzgraff Jamberry 4-Quart Salad Bowl
  • Example: Fiestaware Cinnabar 467 11-3/4-Inch Chop Plate

Bedding

  • Style for Sheets, Mattress Pads, Blankets: Brand + Line/Pattern + Thread Count + Material + Size + Product Type, Color
  • Example: Wamsutta Luxury 400-Thread-Count Sateen Queen Sheet Set, Halo
  • Example: Wamsutta Even-Temperature Queen Mattress Pad
  • Style for Pillows: Brand + Line + Size + Product Type, Quantity
  • Example: Pacific Coast Feather Eurosquare Queen Feather Fill Pillow, Set of 2

Bath Towels

  • Style: Brand + Line/Pattern + Material + Product Type + Quantity, Color
  • Example: Royal Velvet Classic Hand Towel, Peridot
  • Example: Martex Atelier Hand Towel 2-Pack, Blue Moon
  • Style for Towel Sets: Brand + Line/Pattern + Material + # of Pieces + Product Type, Color
  • Example: Christy Embrace with Silk 3-Piece Towel Set, Sesame

DVD Players

  • Style: Brand + Model Number + Size + Product Type + Screen Style (if needed) + (Color/Pack Size)
  • Example: Panasonic PV-D4743S Progressive Scan DVD/VCR Combo (Silver)

TVs

  • Style: Brand + Model Number + Product Type + (Color/Pack Size)
  • Example: Sharp LC-20E1UB 20-Inch LCD Flat-Panel TV (Black)

Video Games

  • Style: Brand + (Model Number if unclear what product is) + Product Type + (Platform)
  • Example: Thrustmaster Freestyler Bike (PC)

Laptops and Desktops

  • Style: Brand + Model Number + PC Type + (Processor speed + MB of RAM + Hard Drive Size+ Optical Drive)
  • Example: Sony VAIO PCG-FRV25 Notebook (2.66-GHz Pentium 4, 512 MB RAM, 40 GB Hard Drive, DVD/CD-RW Drive)

Source: Amazon.com

Want to learn how to create Amazon Product Listings Variations?

C. How to Optimize your Amazon Product Listings Detail Page?

The detail page includes both your description paragraph as well as your bullet points. It is more advisable to keep the the most important information in the bullet points because someone who is shopping on Amazon might not take the time to scroll to the bottom of your product page, it’s therefore helpful to put the most important information in the bullet points. This allows you to fill your description with important keywords to go in depth. 

Make sure your bullet points list out the major features of your products; You can include content like, full contents of what's in the box; materials and construction; major features and benefits; power output; information on controls and settings; details on pattern/design; care instructions; dimensions; and warranty information.

However, Amazon clearly states how bullet points in each category should look like. Read

D. How to Optimize Your Amazon Product Listings images?

An accurate product image is critical to the detail page on Amazon. It is very important for your shopper to approve of the what the product looks like before they buy the product. Like all the other elements Amazon has specific guidelines for the images too:

  • Use a pure white background.
  • Show the entire product but only show what is included in the product listing. 
  • The product should cover at least 80 percent of the image.
  • Make sure the image is at least 1,000 DPI (dots per inch). This maintains a good resolution when the customer zooms in.

However, there are a lot of things that can lead you to suppressed listings:

  • Adding promotional text to images such as "sale" or "offer"
  • Showing accessories that are not included
  • Using images with borders, watermarks, or decorations, particularly on the main image
  • Using drawings or sketches
  • Using placeholder images

Here's what you can do to make your product images stand out:

  • Use the maximum images allowed.
  • Present specific information in form of benefits.
  • Add info graphics to highlight information regarding, materials, uses and features.

Here's an article for you to fix you Amazon Suppressed Listings.

Do not forget the Product Specifications section as it makes your listings stand out. The section consists of crucial information that helps a shopper to make their buying decisions. It can be very impactful especially if your sale is dependent on the competence of your features, make sure that it is better than your competitors in that case. This is where you can win extra brownie points by being more helpful than your competitors.

3. DataHawk Tools to Work on Optimizing your Amazon product 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 :

A. 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.

B. 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:

Amazon Product Listings Optimization - Step by step tutorial:

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 are 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 tab from the left section 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.

Amazon product listings

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 using our Amazon alerting tool and its performance will be collected on a daily basis with our all-in-one Amazon software

Read our article for tips and tricks to perform product research in the best way.

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.

Amazon product listings

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.

Amazon product listings

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.

Amazon product listings

Similarly, you could build an Excel file with formulas that check the presence of target keywords per competitor.

DataHawk enables you to assess how a product listing page is compliant with Amazon's product listings guidelines. Read here.

Learn the top three keyword approaches and actionable tips for optimizing your Amazon product listings. Watch this.

4. Top Use Case to Optimize your Amazon Product Listings Page on Amazon

A. DataHawk Word Cloud to Extract Popular Keywords from Competitors Listings:

DataHawk Amazon product listings analysis tool

At the core of Amazon’s product listings 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.

DataHawk Keyword Rank Tracker

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 better performance from your end.

B. 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,

Amazon product listings

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.

Amazon product listings

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%.

Keyword Tracker DataHawk

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.

Keyword Tracker DataHawk

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.

Listing analysis DataHawk

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” 

Listing analysis DataHawk

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.

C. 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 Amazon 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 :

Amazon product listings
  1. Use long-form feature lists. Like this, you get more room to include a keyword that’s important to your product.
  2. Keep a track of what your competitors are using and incorporate features that help your product stand out from that of your competitors’.
  3. It is very important that your product listing features should not be copied from other Amazon product 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.
Amazon product listings

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.

D. 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”

Amazon product listings

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.

To never miss out on any change on your listings or that of your competitors, you can set Amazon Product Listings Alerts with DataHawk. Here's how you can do it:

Wrap Up

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 Amazon product listings. Competition can be fierce on Amazon so it’s important to ensure your products stand out above the rest.

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