The Home & Kitchen category on Amazon has quickly become one of the fastest growing and most competitive categories in recent years. Just this year between January and April, visits to the category rose by 5% year-on-year.
Our team recently analysed the presence of 100 consumer brands from 10 categories including the Home & Kitchen category, across the UK and German instances of Amazon. In this blog, we highlight key benchmarks for brands who wish to improve the customer experience they provide on the marketplace.
Showcasing your products in action through lifestyle imagery and videos can help to provide context for customers, particularly for brands in the Home & Kitchen category where items may have complex features and functionality. In doing so, you can increase your brand’s position in search rankings as well as the click-through rate to the product pages.
Although the majority of Home & Kitchen brands from our research included close-up images within their image stacks, 50% failed to show products in use through lifestyle imagery and a further 80% failed to add simple text to secondary images to outline dimensions and features.
Ensuring your product listing is fully optimised and relevant to what customers are searching for is considered best practice regardless of your category on Amazon. By providing relevant and complete information on product pages, you can increase product visibility in search results and sales conversion.
Brands in the Home & Kitchen category on Amazon must not overlook product descriptions and bullet points to ensure that potential customers have enough information to make a purchase decision when they visit their product pages. Making sure to include the brand and model name or number in product titles can be hugely beneficial for search engine optimisation. Our researchers found that 100% brands we reviewed in this category recognised this, with titles of a satisfactory length that included relevant keywords.
Customer questions help you to understand what your audience thinks about your product. They allow brands to review their product listings and see where there may be important information missing. Likewise, responding to poor reviews also helps to build trust and protect brand reputation.
40% of brands in the Home & Kitchen category answered customer questions and but only 10% of brands responded to poor reviews on their product listings. That said, our researchers noticed that while few brands replied to poor reviews, the Home & Kitchen category also had noticeably fewer poor reviews compared to other categories on Amazon.
The results from our report help to remind many brands who have a direct relationship with Amazon of how complex a task it is to continually ensure that even the product listings for their top products are optimised to maximise conversion.
Download the full report here to find out if your brand was one of the 100 consumer brands scored as part of our research.
For more insights into the Home & Kitchen category on Amazon or to hear more about our Amazon Seller model, please contact us here.
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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.