Logging into Seller Central or Vendor Central and seeing low sales and a high ACoS is a gut punch.

Whether you’re selling Amazon FBA, Amazon B2B, Merchant Fulfilled or even Seller Fulfilled Prime, your product listings are your lifeblood on Amazon.

If you’re looking to increase Amazon sales, reduce ACoS on Amazon, optimizing Amazon listings is where you want to start.

You’re going to get my EXACT process when providing top-rated Amazon Consulting Services at my eCommerce Consultancy. You will be an expert at Amazon product listing optimization.

Amazon Keywords

To say the right keywords make or break you on Amazon is an understatement.

That’s what makes Amazon Keywords the natural starting point for how to optimize an Amazon listing.

When I’m working with my Amazon Consulting clients, I break Amazon Keywords down like this:

Amazon keywords work for your Amazon listing optimization in 2 ways.

1. Indexing
2. Relevancy

When you are indexed for a keyword, that means you appear on Amazons 1st page of search results, 25th page of search results and anywhere in between.

To get indexed by optimizing an Amazon listing, all you need to do is place the keyword somewhere once on the Amazon listing either front end or back end.

Where To Place Amazon Keywords To Optimize An Amazon Listing:

1. Amazon Product Title
2. Amazon Bullet Point Description
3. Amazon A+ Content
4. Amazon Search Terms (tie)
5. Amazon Subject Matter (tie)

Then, there is the other side of the Amazon product listing optimization visibility equation.

Relevancy pertains to how likely Amazon’s algorithm thinks your product will be in matching a customer search AND resulting in a sale.

Relevancy directly impacts:

1. How visible you will be in Amazon Product Search Results. (Amazon SEO)
2. How visible you will be in Amazon Advertising
3. How much you will pay in Amazon Ads PPC

In other words, the more likely you are to result in a sale and match what the customer searched for, the more visible you will be and the less you will pay to be seen.

How To Find Amazon Keywords To Optimize an Amazon Listing:

There are primarily 3 methods to find Amazon keywords to optimize your Amazon listing.

How To Enter Amazon Keywords On The Back End of Amazon

By now, you’ll have a giant list of keywords.

Now, this is important: These are also the keywords you’ll be running manual advertising campaigns on.

1) Remove Duplicates and Narrow Your Keywords Down To 500 Characters

You’re not just removing duplicate phrases, but words. To enter keywords on the back end of Amazon, you’re looking to trim things down to 500 characters. (250 for Search Terms + 250 for Subject Matter).

2) Enter Your Keywords Into Search Terms and Subject Matter

• You get 250 characters to use in Search Terms.
• You also get 250 characters to use in Subject Matter (broken into 5 inputs that accept 50 characters each).
• This is a total of 500 characters you get to use.
• Use spaces to separate keywords.
• Do not use commas.
• Don’t use misspellings.
• Don’t use other brand names that are not your own.

Amazon Product Title

When you sit down and say to yourself: “I need to optimize my Amazon listing”, in my Amazon Consulting experience, your product title is probably the first thing you think of.

Your product title directly impacts your Amazon CTR, which is the 2nd most important ranking factor.

The Role of Amazon Product Titles:

• To get people to click on your listing instead of your competitors.
• To act as pre-sales to get people excited about your listing.
• To handle objections.
• To highlight the strengths of your product.
• To act as a succinct elevator pitch for your product while also describing what it is.

How To Write The Best Amazon Product Titles:

• Keep the titles short: Although you’re allowed up to 200 characters, consider that mobile devices truncate your titles at around 80 characters.
• Place the brand name at the front.
• Model goes next.
• Enter your most powerful keywords that describe your product.
• Use Power Words to modify keywords or to describe your product.
• Call out differentiation: How is your product better?
• Be specific: Sizes, specifications, age groups, genders, etc.

EXAMPLE OF BEST AMAZON PRODUCT TITLE: BRAND – Extreme Camping Hatchet for Cold Weather, 36″, Ultra Sharp, Free Sharpener

Amazon Bullet Points

As a consultant for Amazon I can tell you that optimizing an Amazon Listing properly gives heavy focus to the bullet point description.

The thing is, you will want to develop the skills of an effective sales copywriter to pull this off properly.

How To Write The Best Amazon Bullet Point Descriptions:

• BULLET POINT 1: State your main Unique Value Proposition of the product while clearly calling out who it’s for.
• BULLET POINTS 2: Highlight the top benefits your product offers, pain points or problems it solves.
• BULLET POINT 3: List features, Address any FAQ’s or handle any typical objections.
• BULLET POINT 4: Focus on how to use, ease of ownership, quality & craftsmanship.
• BULLET POINT 5: Reduce buyer risk by stating a clear worry-free warranty or guarantee.

Learn more in: How To Write Amazon Bullet Points

Amazon Product Description

If you don’t have the ability to use A+ Content, this is where you go into greater detail about your product.

You have 2,000 characters to work with and can use basic HTML to optimize your Amazon product descriptions to make them easy to read.

What To Include In Amazon Product Descriptions:

• NAME OF THE PRODUCT
• UNIQUE VALUE PROPOSITION
• BENEFITS
• FEATURES
• HOW TO USE / HOW TO WEAR
• FAQ & OBJECTION HANDLING
• PRODUCT SPECIFICATIONS
• CALL TO ACTION

Amazon Product Images

You can’t talk about Amazon Listing Optimization without an actionable discussion on Amazon product images.

Goals of Amazon Product Images:

• Show how to use your product
• Show what your product does
• Show the benefits of your product
• Show the features of your product
• Show your product packaging
• Illustrate the results you get from using your product
• Showcase Before & After Images
• Increase the perceived value of your product

I go more in-depth in my article: Amazon Product Images Best Practices

Amazon A+ Content

The easiest way to think of Amazon A+ Content is of a mini-landing page right on your Amazon Listing.

The A+ Content not only does a better job at converting sales, but it has more benefits.

Benefits of A+ Content:

• Significantly Boosts Conversions to Increase Sales on Amazon
• Drives Amazon SEO
• Helps Reduce ACoS in Amazon PPC
• Helps get a Good Amazon Sales Rank

Amazon Product Videos

A picture is worth a thousand words but a thousand pictures is worth a sale.

When optimizing your Amazon listing, you’re going to want to focus on Amazon Product Videos.

For Amazon Listing Optimization you’ll want to focus on Amazon Product Explainer Videos.

The nice thing about these is they can be cut down and used as Amazon Video Ads which are generally 15 seconds long.

Amazon Reviews

Simply put, reviews are your life on Amazon.

Amazon Reviews are important in 3 ways for Amazon Listing Optimization:

1. Amazon Reviews Improve Click-Through Rates, Conversion Rates, SEO & PPC Performance
2. You Can Use Content From Amazon Reviews To Improve Your Sales Copy
3. Responding To Amazon Reviews Drives Sales

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Here is how you do use reviews to improve copy:

• Head to the reviews of your product as well as your competitors.
• Take notes on: Verbiage your customers use, Common complaints, Things they really like.
• Revisit your Title, Bullet Points, Product Description and / or A+ Content by infusing these key details.

Amazon Questions & Answers

Amazon Questions & Answers help Optimize Amazon Listings by:

• Addressing pre-sales questions
• Handling Objections
• Uncovering key details that you need to cover in the sales copy, product images and A+ Content
• Demonstrating good customer service from the brand by addressing customer requests for information

Amazon Category and Sub-Category

Being in the wrong product category and subcategory can sink a product before you even get out of the gate.

Amazon Listing Optimization heavily involves being in the right product category and sub-category.

Should I Ever Change My Product Category?

If you are having a difficult time getting impressions on ads, or visibility in Amazon Product Searches, one of the things you should check is if you are categorized correctly.

Amazon Leaf Nodes

Amazon Leaf Nodes are internal references to product categories and sub-categories that only Amazon Seller Support can see.

If you are having trouble ranking for keywords or not getting impressions on ads that you are trying to run on specific keywords, you will want to check in with Seller Support to verify your product is assigned to the correct Leaf Nodes or any Leaf Nodes at all.

Frequently Asked Questions