For businesses looking to capitalize on Amazon's 200+ million Prime members' attention and behemoth product search dominance, ensuring your product listing is optimized as much as possible is one of the key strategies for success. Here are some tips for your product listing and find out how SEMA Data can help you.
There are 6 areas of a product listing that shoppers look for on a product page before actually making a purchase. These include:
- Product title or name
- Product descriptions
- Images and product videos
- Keywords or search terms
- Product categories
Although Amazon's product algorithm will ultimately determine how your products show up when a shopper is searching, working on these key areas and enhancing your product listings will help to step you up in the results and convert shoppers to buyers.
Product Title/Name and Descriptions
Make sure to use the correct terms/keywords applicable for your target audience, understanding how they shop and what they value. Utilizing these keywords in descriptions, titles, and features & benefits will make an impact and help to drive shoppers to your product listings.
- Limit the title to 200 characters
- Incorporate relevant keywords with a high search volume
- Avoid overstuffing keywords
- Use hyphens/dashes to improve readability and avoid confusion
- Include all the necessary details – brand, part number, color, main vehicle fitment, and a unique selling point if possible
- Don’t use all CAPS, special characters, tags or HTML
- Don't use of subjective terms like great, awesome, excellent, high-quality, etc.
- Avoid abbreviations that obscure the recognition of the product
- Don't list emission or CARB related information; these are tied to specific vehicle applications
- Avoid use of exclusionary terms, for example "Works with…" or "Except on..."
- Do include these in descriptions or features & benefits:
- Information that helps with installation (i.e., Cut to fit, OE replacement, Use stock shocks, etc.)
- List items needed for installation that are or are not included with the product
Tools to help with keyword research are: KWFinder, Ahrefs, SEMrush, and Moz Keyword Explorer.
Product Images and Videos
The ideal number of images per product is between 5 to 7, with a minimum of 4. Your hero image ideally should be shot in a high-resolution setting and has the proper exposure. This means the photo isn't over or underexposed, and shadows are adjusted properly to where the shopper can see all the fine details.
Photo angles are also very important as you want to present your product true-to-size and proportionate. Some products may vary with angles, but most of the time for your hero images you want to be slightly above the product, or straight dead on.
- Use white image background
- Align the product in the center of the image and keep white margin around the product minimal
- Add multiple views for a single product
- Don’t use watermarks, texts, logos, etc.
- Avoid including accessories and props in the hero image
- Including infographics, like dimensional call-outs, could increase buying confidence
- Refrain from showing any products that you are actually not including in the final sale
- If the product is a sellable unit (e.g., each vs case), use an image of the actual selling unit
Also, including videos can help potential buyers in deciding on their purchase by quickly conveying how the product actually works or looks on the vehicle. It is an easily accessible and effective way to promote your products and boost engagement.
Here are a few pricing strategies that you can utilize when deciding what to set as your selling price.
- Shop your competition
- Do your best to keep prices competitive but profitable
- Re-price products when required like seasonality, special events, or occasions
Keywords or Search Terms
Applicable for product titles and descriptions, here are a few more tips to keep in mind. And again, tools to help with keyword research are: KWFinder, Ahrefs, SEMrush, and Moz Keyword Explorer.
- Use primary or secondary keywords you did not already use in the product title
- Don’t use time-based terms like "On Sale," "Limited time only," etc.
- Do not overstuff keywords or repeat keywords too often
Amazon has 15 main Automotive Parts & Accessories categories, which waterfalls down two subcategory levels. The resulting pages can have very limited product filters for a shopper to narrow down the results, so again, your product title is very important to catch the shopper's attention. Here are some strategies for categorization:
- Shop your products with keywords to where Amazon may list your product lines
- Put your products under the right categories and subcategories
- Do a review of your existing products and make sure they are under the correct categories
SEMA Data can help you get selling faster by providing product loadsheets for the Amazon categories you are listing your products. The loadsheets prefill in all fields possible required fields with the data from your approved brands.
As always, we're here to help if you have questions. Contact us at firstname.lastname@example.org.