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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Sept 27, 2022

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/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.