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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Amazon's Sponsored Product ads
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What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce executives (or even on the nose with VPs of ecommerce?)  approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

Global Ecommerce Weekly News: 27th September 2022
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Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)

How an Amazon SEO Agency Should Be Serving Your Brand
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How an Amazon SEO Agency Should Be Serving Your Brand

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. 

What is an Amazon SEO Agency?

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:

Prioritize Your Success

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.

Provide Detailed Competitive Insight

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.

Reduce Your Ad Spend Over Time

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.

Amazon SEO Optimization and More

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.