Amazon Listing Optimization: Your Ecommerce Guide

Ryan Moffet

June 3, 2021

Have you ever wondered why some products consistently appear in Amazon searches, while others barely get any visibility? Or why some product listings seem to lead to high rates of sales, while others get clicks and nothing more?

In many cases, these differences—the differences between a brand that makes it on Amazon and one that doesn’t—come down to the Amazon listing optimization.

What is an Amazon listing? And what does it mean to optimize it?

An Amazon product listing, or product page, is the page within Amazon’s platform that tells customers everything they need to know about a given product. The product page features images and videos of the product, brand-created promotional content, a product description, technical details, questions and answers, and customer reviews. Most importantly, the product page features the Buy Box.

Amazon listing optimization is the process of optimizing your listing content, reviews, advertising strategy, and product visibility to increase both traffic and conversion. This process doesn’t have to be complicated—you’ve done your job if a consumer can find your product, identify it, understand what it is and what it does, and envision themselves using it.

Why should you optimize your Amazon listings?

The answer to this question is simple: if you want to sell your product on Amazon, you need to optimize your product listings. Ecommerce isn’t like in-person shopping: customers can’t touch the product, smell it, read the packaging, or visualize its size. Optimized product listings let you recreate the retail experience for online shoppers, ensuring they have all the information they need to make a purchase. These listings help your product stand out and ensure your brand messaging is consistent.

Additionally, more than 350 million products are sold on Amazon, creating near-endless competition. Even if you have a top-notch product, you won’t have much luck selling it if shoppers can’t find it. Optimized product listings help your shoppers find your product among a sea of competitors and ultimately make the decision to purchase.

What’s the consumer decision journey, and where does optimized content come into play?

We can’t talk about the importance of Amazon listing optimization without also discussing the consumer decision journey. The consumer decision journey is the decision-making process that consumers work through when deciding which product to purchase.

As a seller, if you want a consumer’s journey to eventually end in the purchase of your product, there are four ecommerce elements you need to perfect: availability, findability, conversion, and post-purchase. Listing optimization comes into play in every step, and below we’ll explain how.

Availability

Availability is the first factor you need to consider when you’ve decided to optimize your Amazon listings. When it comes to availability’s role in listing optimization, there are two key points: inventory availability and Buy Box ownership. You could have the most beautiful images in the world on your product page, but if your product listing is suppressed because you’re out of stock or losing the Buy Box, nothing else matters.

Inventory availability is self-explanatory: for your Amazon listing to stay ranked and visible, your products must always remain in stock. Surprisingly, many sellers fail to consider how to keep their products in stock and manage their inventory flow. But when you stock out on Amazon, you lose your Amazon sales ranking, which loses you credibility and makes your product difficult to find.

The other aspect of availability is winning the Buy Box. One product typically has multiple Amazon vendors, but only one vendor at a time can own the Buy Box and get sales. As a seller, owning the Buy Box is one of the best ways to minimize returns and customer dissatisfaction. When you own the Buy Box, customers are purchasing the product through your storefront, and they’re likely seeing the content that you want to show them, not content from competing sellers. Generally speaking, and with some exceptions, customers only see the product listing content of the seller that owns the Buy Box.

Findability

Once your products are in stock and you’re winning the Buy Box, you’ve completed the first step of Amazon listing optimization. The next step, findability, is ensuring your customer can find your listings. Findability involves both your organic presence and your advertising presence.

Simply put, when a customer searches a keyword on Amazon, Amazon shows the products that have the best track record of selling for that keyword. Amazon wants to provide a great user experience to consumers, so it’s going off of historical success. To focus on your organic presence, you need to make sure you’re ranking for the core keywords your product represents to your consumers.

For your product to eventually rank in keyword searches, the first step is making sure you’re incorporating core keywords into your product listings. Whether you implement SEO for Amazon or not has a big impact on whether your products are findable. Your title is the most important factor—you need to hone in on your target keywords in your product title. It’s also important to include your target keywords in your bullet points, description, backend keywords, alternate text in images, and your A+ content.

The other half of findability is advertising. It’s critical to create an advertising strategy that utilizes all of Amazon’s advertising options to your benefit.

Conversion

Once you’ve driven traffic to your product detail page, either through organic presence or advertising campaigns, your next goal is conversion. If your advertising campaign is leading to many clicks but few sales, it’s time to pivot. Your listing optimization strategy may need to change to reconsider which keywords you’re advertising for or what shoppers see on your product detail page.

Aside from a disconnect in advertising campaigns, the most important factor to conversion is your product detail page. Like we touched on earlier, this page is full of opportunities for content. Content on the product detail page is broken down into both above-the-fold content and below-the-fold content.

Above-the-fold content is the most important to conversion and includes your title, bullet points, and image stack. If you’re going to spend your time on your product detail page, your time will be best spent perfecting your above-the-fold content. As a study by the Nielsen Norman Group put it, “Users do scroll, but only if what’s above the fold is promising enough.”

When choosing your image stack strategy, treat your images like bullet points: ensure they address the main idea of the product and remain readable. Your main image should be clear and specific to your product, and your additional images should be used as opportunities to sell the product to the consumer in a very simplistic way.

You should utilize every slot available in your stack, and images should be high-quality and professional. Share the best possible angles of your product, use real people in your images, and include lifestyle photos of your products in use. Avoid overloading your images with content, using redundant images, and using fonts that are difficult to read.

Your product title and bullet points are your opportunity to insert keywords that are relevant to your consumer. To do this effectively, you need to understand your product on such a deep level that you understand what your target audiences are looking for. Sometimes, the keywords you think are most relevant to your product aren’t actually the ones most relevant to your consumers.

Below-the-fold you get more liberty to express yourself as a brand and dive deeper into the product. If your consumer is 90% sold on your product based on above-the-fold content, you can close the gap with the below-the-fold content. This is where you’ll find the product description, A+ content, additional videos, and customer ratings and reviews.

Customer reviews are important to optimizing your product listing page. Nearly 95% of shoppers read online reviews before making a purchase. These reviews are also an excellent place to gain customer feedback and help you improve your product. If you see recurring themes of features that your customers praise, you can capitalize on these features in your above-the-fold content.

Post-purchase

Although it may be surprising, optimizing your Amazon listings doesn’t end with conversion.

Customer satisfaction is key to keeping your listings optimized. You want your customers to have a good experience both on the product side and the seller storefront side. This experience shows in your product reviews. That’s why it’s important to continually evaluate reviews, adjust your product when necessary, and respond to all customer service questions and complaints as quickly and professionally as possible.

A good indication of a healthy post-purchase process is repeat customers. Purchase behavior is related and also important—how often do your customers purchase your products? Options like Amazon Subscribe & Save help boost customer satisfaction because products ship quickly and easily.

Next steps

As you can see, optimizing your Amazon product listings is about a lot more than just creating quality content for your listing page. If you can make sure your product is always in stock, consistently win the Buy Box, drive traffic to your product detail pages, create content that converts, and give your customers a positive post-purchase experience, then your listing pages will attract traffic and drive conversion.

It may seem like all of this requires a great operations team, a top-notch content team, great management from a product perspective team, and a responsive customer service team. Making the simple act of optimizing amazon listings overwhelming and difficult for brands to do on their own, especially with a small e-commerce team. But that’s where Pattern comes in: our world-class teams can help you perfect every element of your ecommerce strategy and polish your product listings. No, really. Interested in a free consultation? Request your demo today.

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Global Ecommerce: Weekly News (6th September 2022)
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Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)

Global Ecommerce: Weekly News (30th August 2022)
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Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)

Global Ecommerce: Weekly News (23rd August 2022)
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Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)