With so many products being sold on Amazon, it’s easy for your ASINs to get lost in the mix. Want to improve your page ranking and increase product discoverability? We’re here to help! To start, there are two ways to land on the first page of search results: paid placements and organic placements. A savvy ecommerce strategy will accomplish both, but here, we’re focused on what you can do to earn your wins before you start paying for them.
Amazon’s A9 search algorithm judges against a variety of factors including sales, relevant content, price, availability, reviews, and more. Here, we double click into the relevant content drivers and discuss 5 simple steps to improve a product detail page and increase discoverability and sales.
1. Product Images
The main product image is the only image that’s visible in Amazon’s search results, so it’s important to use a high-quality image. This image should fill 85-100% of the image area and have a pure white background. Pure white backgrounds make images load faster in addition to making your product stand out in the search results. For the main image, do not:
· Cut off any of the product
· Include accessories or items not included with the product
· Include packaging
· Show multiple views in one image
As you can see below, the main image in the search results fills nearly 100% of the image area and is set on a pure white background.
In addition to the mandatory main image, there are several more key images to include on your product detail page to help customers make an informed buying decision:
· Additional views – back, side, bottom
· Lifestyle & Props – helps customers visualize the product in their everyday life
· Size Ratio – helps customers visualize size of product
· Details – zoom in on parts of the product to highlight key features
· Packaging – helps customers understand how they will receive the product
· Video – demonstrate how the product works (can include one video per page)
All images should be attractive, professional, and high resolution (atleast 1,000 pixels on the longest side to allow for zoom).
2. Product Title
Most customer searches happen in the search bar. Amazon tells us, “Customers search by entering keywords, and Amazon matches this against the information (title, description, delivery speed, and so on) that you provide for a product." So it’s important that the product title clearly conveys the product being sold, while also including a handful of target keywords (we’ll dive into this at Step 5).
Titles should contain elements including:
· Product line
· Material or key feature
· Product type
· Packaging / Quantity
Below is a great example of a title with the right combination of product details and keywords. The title leads with the brand and product line, touches on product type and flavor, then ends with the size and packaging. Keywords are sprinkled throughout but not over-stuffed, so the title flows well. By providing relevant and complete information, you can help increase your product's visibility and sales.
3. Bullet Points
If you’ve grabbed the customers attention enough to motivate them to click into your detail page, it’s important to pay off that active interest with clear and concise bullet points that highlight the product features and benefits. Amazon confirms the power of the bullet points: “Testing shows that well-crafted bullet points increase sales.”
Like the title, including keywords in your bullets can help drive discoverability of your product. The bullets are a great opportunity to expand on top keywords that did not fit in your title — just remember to add them in naturally (rather than over-stuffing) so bullets are easy to read.
In this example, the bullets quickly grab the readers eye and effectively convey the value of the product.
4. Product Description
If the customer is still interested, they may scroll a little further to the Product Description section. This is your opportunity to provide a quick summary about the product or brand, while infusing the copy with even more keywords!
Last but not least, keywords! As we highlighted in steps 2-4, keywords are a huge factor in driving discoverability of your product page. Without the inclusion of high volume keywords, Amazon may not surface your product when a customer is searching for it.
There are two types of keywords that can drive discoverability:
1. Primary Keywords – the keywords you include in titles, bullets, product description
2. Background Keywords – the keywords Amazon allows you to submit on the backend. These can include misspellings, other languages, leftover keywords not included in the detail page, etcetera. Amazon has placed a 250-character limit on background keywords. If you exceed this limit, the keywords will not be indexed.
If you’re asking yourself, where do I get these keywords? Look no further! While there are a variety of resources out there to gather keywords, our data tools provide customers with all keywords driving clicks in a category, along with their cost-per-click. Reach out to a Stackline pro for more info.
In short, there are many factors that impact the discoverability and page ranking of your product, such as sales, price, inventory, content, and reviews. While we can’t always control all factors, we can control the content that defines a great product detail page. With high-quality images, title, bullets, product description, and keywords infused throughout, you have what you need to implement these 5 simple steps today.