It is nearly impossible to discuss any form of traffic generation and digital content without mentioning SEO (Search Engine Optimization). Your first point of call should always be proper keyword research.
An easy way to go about it would be to research the phrases and keywords that people use while searching for your product. That way, if anyone was to search for your product, chances are your Amazon product listing will appear as one of the options.
Here are some tips from Amazon 360 Agency to keep in mind when creating your keyword strategy:
Location-Specific Search: Consider keywords that match the target demographic of your product.
Nature of Product: Consider keywords that describe the size, color, material, etc. That way, your audience will spend less time figuring out whether or not they are on the right product page and whether you actually have what they want.
Gender-Specific Search: You might also want to consider the specific gender that your product is for, but this will depend on who your target audience is. You need to add this to your title, product description, and bullet point section.
You will achieve the following with keyword research
You will confirm the product’s profitability i.e. ensuring that you stock up on the best products to sell. Since searches on Amazon are most likely ready to buy, targeting the keywords they are searching for means that you are likely to capture a portion of eager buyers.
It also ensures that you create a title that matches with what the target audience inputs into the search engines.
You can use various tools for Amazon keyword research, which include Google Keyword Planner, Ahrefs, and AMZScout.
Clear and Compelling Titles
Your title is the first thing that anyone sees on your product page, which is why you need to make it as relevant and catchy to their search as possible. You also need to provide specific details of the product such as color, size, material type, etc.
Amazon has certain rules you are required to follow with regards to titles. Some of them include a title of less than 80 characters, no adjectives like perfect, best, etc., using numerals rather than spelling out numbers, among others.
Work on the Product Description
The goal is obviously converting online searchers into buyers, which is why you need to come up with a compelling product description that’s emotional and draws them in. You may consider hiring a copywriter to do this.
The product description shouldn’t sound like an academic paper. Instead, you should create a story around it and show its benefits to prospective buyers. It should capture your Unique Selling Point (USP) perfectly while conveying the product features. Still, more emphasis should be on the product benefits.
It is also important to pay attention to your bullet point section and provide customers with all the product features along with the benefits relevant to them.
Use Quality Product Visuals
In terms of the images used on Amazon, besides the quality of the shot, it is also important to focus on two things: playing by Amazon’s rules when it comes to product images, and positioning your product in the shot.
Your product should be captured against a white background. Never miss out on this important detail when taking product images. You should also show the different colors and sizes of the product available in the catalog. You can even infuse some lifestyle images conveying the benefits of using your products.
You can even take it a step further by using videos rather than images. After all, video content is currently a mainstay in online content and buyers will be glad to see a product in action as opposed to it just lying static.
Include Positive Reviews
Positive reviews can impact your Amazon ranking. They can also provide social proof that increases buyer trust. Always make sure that you add good reviews to the product page. If you are a beginner on Amazon, you can run ads in a budget to get your product in front of customers, jumpstart the initial sales, and get your first few reviews on your product.
You can also use your email or social media platform to request customers to drop a review on your page. Keep in mind, however, that Amazon has strict rules with regards to contacting customers. Ensure that you follow them carefully.
An extra pro tip here would be to use the reviews to form a quick story on the product. You can check the questions on the product page and that of your competitors and use them to frame more relevant and engaging answers. It will help reduce the information gap and shows that your content is relevant in solving the searchers’ concerns and queries on the product.
Price It Right
It is important to be mindful of how your pricing compares to the competition so that you don’t underprice your product. Underpricing also may cause customers to question the authenticity and quality of your products. You should also consider your expenses and costs and make sure that your profit isn’t affected by your pricing.
Ensure that you check out the average price of the products you have for sale on Amazon. Compare it to the prices on the product pages for other vendors. To automatically keep your prices competitive, you can use repricing tools such as RepricerExpress or BQool.