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Amazon Listing Audit: Complete Guide for 2022

By Anastasiia Lavrova | 12 June 2022 | 9 mins read

The first and most critical step in succeeding on the world’s foremost e-commerce platform is understanding how to optimize your Amazon items. The most efficient approach to learning how to sell on Amazon is to promote your products. 

You can rank for keywords, improve sales, promote items, and enhance profit by optimizing your Amazon SEO product listing. You may ensure that your target audience finds your product by properly placing it within the Amazon search engine. However, acquiring information to assist you in optimizing your Amazon listing and increasing sales is exceedingly challenging.

This article will teach you all you need to know about Amazon listing optimization, including the best techniques.

What is Amazon Listing Optimization, and How Does It Work?

Although Amazon listing optimization may appear overwhelming, it is manageable once you know the tricks. It’s just the process of ensuring that your product is shown in the best possible light on Amazon. This entails actions such as:

If you’re selling on Amazon, you’re undoubtedly asking why you need to optimize your listing.

Amazon displays a list of results when a potential consumer searches for a product. Each result is one of the product listings corresponding to their search keywords.

Amazon displays an advertisement for one product alongside those results. A Sponsored Product ad is one type of advertisement. Amazon occasionally includes a right-hand sidebar of sponsored brands that have paid to be included. Sponsored Brand advertising (SBA) is what they’re called.

When you advertise your business on Amazon, you’re competing with other companies for the attention of potential buyers. If you want those customers to buy from you, optimize your listing so that it appears in search results and SBAs with the right keywords to outrank your competitors’ listings.

What Is the Amazon Algorithm for Ranking?

Amazon’s ranking system, known as A10 in its current iteration, provides its consumers with the top results. The algorithm examines goods and determines how to present them depending on various characteristics, which we’ll discuss later.

You want your items to rank at the top of the search results. This is the most effective method for obtaining more valuable leads for your company.

Because 70% of Amazon customers never go past the first page of results, your product must appear on the first page. You must optimize your listing for Amazon’s A10 algorithm if you want to generate significant leads for your company. Having a listing analyzer can help you with this also.

Listing on Amazon vs. Google

Suppose you improve your website using Google-specific search engine optimization (SEO). In that case, you’re already familiar with the essential changes to help your site rank higher in the results. You could question if the method is the same while optimizing for Amazon.

Because Google and Amazon SEO focus on different parts of searching, the tactics you employ for Google will not work for Amazon.

Amazon focuses on customer purchase intent, whereas Google focuses on matching search intent.

When individuals use Google to look for information, Google’s algorithm prioritizes providing searchers with the most relevant and useful information. When you optimize your website, you pay attention to things like keyword optimization and user intent matching.

The emphasis at Amazon is on relevance and appeal. Because Amazon’s primary goal is to generate conversions, the algorithm prioritizes placing goods at the top of search results that will encourage consumers to convert. This is why relevant keywords with positive ratings come first in the search results.

Aspects of Amazon Listing Optimization

The goods posted on Amazon’s marketplace are ranked using a complicated algorithm. The algorithm is intended to assist customers in rapidly finding what they’re looking for. Amazon listing optimization tools are a critical component of an e-commerce merchant’s marketing strategy since it is so important.

When determining which goods to offer for each search query, the Amazon ranking algorithm takes into account a number of criteria. The algorithm’s method is still a closely guarded secret. However, we do know that the following primary factors highly influence it:

Improve Product and Listing Titles

When your audience is looking for a product on Amazon, the title is the first thing they see. You must capture their attention and persuade them to choose your goods over someone else’s. This might be a daunting undertaking, especially if you don’t know where to begin.

The good news is that there are a few straightforward methods for maximizing your Amazon product title.

Identify important search terms and phrases: Conduct research to determine what words your target consumers use when searching for items similar to yours, and include those words and phrases in your title.

For improved results, use numerical values in your titles: They may boost click-through rates by 36%. You may take advantage of this by peppering in numbers. If you’re offering a 7-day supply of chocolates, for example, the title “7-Day Chocolate Supply” is far more appealing than “Chocolate Supply.”
Adjectives and adverbs should be used sparingly: While it’s easy to stuff your title with descriptive words, they tend to clog it up and make it appear less professional. Per title, limit yourself to one or two adjectives or adverbs.

Product Descriptions Should Be Appealing

Your product descriptions, which may be up to 2000 characters long, are another important aspect of Amazon listing optimization. These display lower on the product page, indicating that consumers are interested in knowing more about your product.

Follow these product description best practices to increase your search engine ranking:

It’s also crucial that you leave out the following details:

It’s recommended to revisit your competitive analysis while improving your product description. You probably observed client reviews when you were concentrating on keyword approach. These evaluations may have included both the benefits and drawbacks of the product.

Emphasize how your solution alleviates these problems in your product description.

If your competition doesn’t provide a comprehensive warranty, but you do, be sure to mention it in your product description and features. When you consider the number of consumers on Amazon, this can help you convert a shopper faster, which can have a significant impact.

Product Feature Bullets Should Be Optimized

Optimized Amazon listings with bullets for product features are perhaps one of the most important aspects of any Amazon listing. This is where you describe what makes your product unique and provide all of the information your potential buyers require to make an informed buying choice.

So, how do you make your product bullets more effective? Here are some pointers:

Image Optimization for Products

Another important aspect of your Amazon listing is the product photos. Here are the procedures to make sure your photographs are clear and your product listing meets Amazon’s requirements.

Product Video Optimization

Another part of Amazon listing optimization to consider is product videos. Knowing how to make them effectively can help you sell more of your items. That necessitates extracting information from the video that isn’t available on the product page. This is why Amazon suggests that your product video be at least 15 seconds long.

Here are some suggestions for getting the most out of your product video:

To avoid an Amazon quality notice, avoid these problematic behaviors for principal images:

A quality warning from Amazon can be triggered by a placeholder picture, such as one that states, “No Image Available.”

Product Reviews

Getting reviews on your listing is one of the finest strategies to make your product stand out from the crowd. Potential buyers might use reviews to judge if they want to buy your goods or whether they should keep exploring.

However, you don’t have to wait until you’ve sold a lot to start asking for product reviews. Here are some suggestions for keeping clients pleased and getting them to write a review:

In addition, 80 percent of buyers claim internet reviews have influenced their purchasing decisions, and customer ratings may boost sales by 18 percent.

Amazon does not allow vendors to solicit online reviews in order to maintain the integrity of the reviews. Instead, you should devise a plan for encouraging customers to leave reviews and share their experiences with other potential customers.

There are a few things you can do to promote verified reviews for your Amazon products:

Email: When a customer makes a purchase on Amazon, they will receive many automatic emails, including order confirmation, shipment, and arrival information. Create a post-arrival email template in your Buyer-Seller Messaging. Invite users to provide a review of your product in this email and urge them to contact you if anything goes wrong with their purchase.

Print: Include documents with your order shipments to urge customers to post a review. If your pool fence came with printed instructions, for example, you could alter the instructions to add a call-to-action (CTA) to leave a review on Amazon.

Amazon’s Early Reviewer Program is available to you if your product costs more than $15 and has less than five reviews. Amazon will seek reviews for you through this program for a year or until you have five reviews.

Amazon Vine Reviewer Program: Another alternative for wholesale distributors is the Amazon Vine Reviewer Program. To participate, you must submit Amazon samples of your product, which will be sent to Amazon’s top reviewers. These customers will try your goods and then leave an unbiased evaluation.

While it’s critical to gain Amazon reviews, it’s equally critical to monitor and respond to them. They may be able to offer suggestions on how to enhance your product. You may also increase your brand’s reputation and awareness among customers by replying. Enhanced brand content can be crucial in your brand awareness against your competitors.

Create Amazing A+ Content for Amazon

Brand-registered third-party Amazon sellers and merchants may use Amazon A+ content to make their product pages stand out in their Seller Central accounts. It improves the aesthetic attractiveness of the goods and allows you to showcase your brand’s personality. It also provides your consumers with a better idea of what you’re all about, which improves customer experience, contentment, and loyalty (as well as sales!).

To begin using Amazon A+ content, you must first:

Enhance Product Reviews

You may use advertisements and promotions to get people to your product listing in your product pages, but once they’re there, you must convert them into actual purchasers. You’ll need a high product rating to do so. 

A high-quality product can help you convert more people into purchasers and boost the chances of them leaving a review on your page.

Perform Keyword Searches

It’s critical to conduct keyword research if you want your Amazon product listings to be more prominent and receive more clicks. Keyword research ensures that the keywords you use in your product listing are related to what you’re offering and are phrases that people look for.

Set Reasonable Prices

Product price is another important aspect of Amazon listing optimization. You must provide competitive prices if you want your product to appear on the first page of search volume results.

To do so, keep an eye on your rivals’ prices and your Seller Central account with tools that allow you to monitor and respond to your competitors’ pricing in real-time, which is particularly useful if you have a large product portfolio.

You may work toward earning the Buy Box by optimizing the price of your Amazon listing. The Buy Box on Amazon is located on the right-hand side of a product page and contains the “Add to Cart” and “Buy Now” buttons.

If you win the Buy Box, your product will be the default option when a customer clicks “Add to Cart” or “Buy Now.” This is a huge gain for your business since, without it, consumers would have to go out of their way to choose you.

It’s critical that when you optimize your product’s pricing, your price remains lucrative for your company. While you may win the Buy Box, giving away your product does not benefit your business.

That is why you must maintain a competitive pricing strategy.

Get Professional Help with Your Amazon Listings

There you have it! It’s critical that you improve your Amazon listings as an Amazon seller and keep tabs on your Seller Central account. Consumers will not locate your listings if you do not improve your listing quality score. Instead, they’ll go for your rivals’ items, buy them, and go about their day.

Grow Amz specializes in helping businesses improve Amazon listings with years of experience and in-house experts that drive Amazon sales and revenue. Check out more of our articles to know more about how we can help you. 

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