As the marketplace's importance in the Middle East grows, we wanted to highlight the importance of optimising Amazon product content in the UAE. Not only does great product content help to determine your placement in Amazon search results - so customers can find your products - but will also impact whether they go on to purchase them.
We would advise brands in all markets that product content should be consistently executed across their Amazon product listings. It is a particular issue in the Middle East; our recent Benchmarking Report of 50 consumer brands being sold on Amazon.ae revealed significant inconsistencies in the quality of product content even for their top ranking products.
In this blog, we cover the results of the brands we analysed, as well as provide some insights into how you can easily optimise your listings to ensure you are securing the top spots in search results and ultimately, converting customers.
Across the five categories we reviewed; Beauty, Home & Kitchen, Electronics, Vitamins & Supplement, and Fashion & Apparel, we observed that in comparison to Amazon in Germany, there was a very low percentage of listings that adhered to best-practise standards. Only 22% provided value-adding product descriptions, and a further 24% added an optimal number of bullet points to their listings. That said, this was one area where brands on Amazon.ae exceeded Amazon.de.
Amazon is still a young concept in the Middle East, and the results highlight that there is significant improvement to be made for brands selling within the market. By investing time in making relatively minor changes to optimise product information, brands will begin to see an uplift in traffic and sales conversion as a result of higher rankings in search terms and customers receiving the information they need to make informed purchases.
Similarly, the results for product imagery were relatively low. We noticed a lot of inconsistency in the visual aspects of Amazon product content in the UAE. Though there was a good use of high quality imagery across the listings we reviewed, there was a lack of close up images, lifestyle images, and simple text and badging on secondary images.
This is a missed opportunity for brands as providing such elements will allow customers to visualise specific features of a product. Customers today like to shop with ease; the bigger the selection of these types of imagery you have the more engaged and informed they will feel.
The same applies to video content. Although this is a relatively new feature on Amazon.ae - and can be quite costly to produce - brands will benefit from including short product demonstration videos on their listings to highlight a product's unique selling points. Categories where this is particularly useful include Electronics and Home & Kitchen, where products are more technical and of higher complexity.
Our research also highlighted that a minimal number of brands were utilising the Branded Content features that Amazon offers. Only 4% had a branded storefront on all product listings, whilst a further 30% included A+ content. These features are available to brands if they are signed up to Brand Registry, and as an authorised seller, Pattern can act on behalf of your brand to integrate these features into your product listings.
How this will this benefit your brand? It will allow shoppers to have a brand-centric experience aligned with your other online channels. This can aid higher conversion rates as customers will be able to discover a full selection of inventory. As an example, where this is particularly beneficial is with categories such as Beauty, and Fashion & Apparel as brand positioning is an important factor when marketing to consumers.
Optimising Amazon product content in the UAE is extremely important, especially for brands looking to enter the market as this crucial element will impact where your product listings sit in the organic search terms and whether customers are enticed enough to click on your listings.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
It’s challenging for brands on their own to maintain the many different focus areas to have remarkable success on their own D2C platform. But ecommerce is a complex, growing landscape and encompasses more than just your own DTC site. An effective ecommerce strategy includes multiple different digital marketplaces, such as Amazon, and it is an uphill battle for brands to stay competitive, relevant, and drive conversions across all.
Brands can have in-house experts who specialize in different areas of ecommerce, but it’s extremely difficult to have the depth of resources to stand up an entire team of experts who know all the intricacies and nuances of each ecommerce channel.
Pattern, the premier global ecommerce accelerator, has marketplace experts in all areas, across all global marketplaces, who help any brand expand their bandwidth, gain access to new resources, data, and expertise, while accelerating their ecommerce growth.
Stance is an extremely popular, fast-growing, and visually engaging lifestyle clothing brand. Stance’s in-house creative experts nailed down their D2C product imagery and established a clear brand vision and voice on its own platforms. However, the problem was that the product images that work on their D2C sites differ from images that perform well on Amazon and other ecommerce marketplaces.
Stance was in search of a partner with deep knowledge of and experience on ecommerce marketplaces who could help curate lifestyle and product imagery catered to Amazon.
Original Stance Product Images on Amazon:
As its 3P partner on Amazon, Pattern experts organized, produced, and shot product imagery that highlighted the brand and the product while complying with Amazon best practices.
To accompany the new, updated image look and layout, brand experts also revised the overall listing. This included:
Adding information like a size guide, quality materials, etc. on specific product imagery
Brand highlights such as the brand’s mission statement in the image stack
Additional lifestyle imagery that was consistent with its other ecommerce channels
Stance Product Images with Pattern:
Same day results when the images were updated:
Average Conversion Rate Before Image Stack Update: ~21.8%
Average Conversion Rate After Image Stack Update: ~34%
Pattern has the unmatched expertise to help brands make smart decisions and strategies to ensure all channels flourish. Creative and copy experts for Amazon and other digital marketplaces will make sure your image stack, copy, and product listing is curated, optimized, and impactful to grow your brand and increase conversion.
Get in touch with our team to learn how Pattern can reimagine your creative strategy.