eBook Chapter 3: Creating Amazon Listings Ready For Conversion

Encourage shoppers to add to cart

Amazon listing or Product Detail Pages (PDPs) show consumers why they should purchase your products.

It may seem time-consuming for Vendors to add information to these pages when Amazon uses AI to select information to populate the title fields, bullet points and images.

However, Vendors have a fair amount of control over their bullet points - and in many cases, they maintain agency over their titles and images by ensuring they follow Amazon requirements.

Following Amazon's Style Guide is the first step in ensuring the information you provide is displayed, and any restricted terms are excluded. Then following the steps below will help ensure your PDPs hold shoppers' attention and convert them into customers.

Search Engine Optimisa-tion (SEO) and Selecting Keywords

Keyword research and selecting relevant, high-volume keywords for your content help your product show up in shoppers' product searches. Amazon uses the keywords you've used in your title, bullet points and product description to index your listings and rank your products.

This process places your product in relation to similar products on Amazon and determines whether it appears on the first results page. Remember that other factors also affect your ranking, such as traffic to your listing, sales, reviews, stock levels, returns, competitors, and advertising efforts.

If you're already running online advertisements, you might already know the keywords shoppers use when looking at your - or similar - products and brands. If you don't have keywords yet, you can follow the steps below.

Amazon Indexing:

The mechanism Amazon uses to sort your product into a category relevant to the product type, searches and competition.

Amazon Ranking:

The mechanism Amazon uses to display products to shoppers in relation to traffic, sales and competition. 

Title

The title of your product detail page is an essential element of your listing. The title tells the consumer they have found what they are looking for, by mentioning the brand, product attributes and, most importantly, keywords. 

Bullet Points

Bullet points on an Amazon listing show consumers what your product is, why they need it and how it fits into their life. Use five bullet points to highlight the product features that will help shoppers understand why your product is more suitable for them than a competitor's product.

• Research information about your product consumers find most relevant.

• Choose five features that best explain your product.

• List the feature and then explain its benefit.

• Provide enough information with the 250 - 300 character limit (for each bullet point). 

HOW TO CHOOSE KEYWORDS

• Choose 10-15 words.

• Ensure they relate to your brand, product, and use/problem it solves.

• Use a free keyword research tool to find search volume.

• Assess if there are any related keywords picked up by the keyword tool.

• Finalise the list and add to your content. 

TITLE STRUCTURE:

Do Amazon SEO research and choose two or three high-traffic, relevant keywords.

List important product attributes.

Include the brand and size.

Stay within the 150 - 200 character limit. 

How Amazon's AI Chooses Titles and Images

• Combines information from the attributes of the product.

• Pulled from various fields in the product details page.

• Compares other content that the Vendor uploads to competitor listings.

• Selects what they consider the most optimal information and images for the PDP.

Product Description

The product description provides additional information about the product that the bullet points don't expand on. Here you can delve into the benefits, brand, and other relevant information to encourage purchases.

• Include only information pertinent to your target consumer.

• Ensure that it adds additional value to the information already listed in the bullet points.

• Write it like you are talking to the consumer keeping your brand style and tone in mind.

• Stay within the 2000 character limit.

Additional Information You Can Add To Your Listings

Add additional fields to your product listings so customers are well informed about product parts, safety precautions, and other information that will influence their decisions.

These may not have been included in your bullet points, images and product description - and can usually be inserted when you upload your catalogue.

Information includes:

• Ingredients

• Sizes

• Cautions

• Product PDFs

Boost Conversions With A+ Content

A+ Content is one of the most exciting listing features. You can create stunning designs illuminating your brand and product's unique selling points.

Think of it as a pamphlet on your listing page: one that contains high-quality product shots, lifestyles that show the consumer how your product fits into and improves their lives, branding, and persuasive copy.

"AMAZON STATES THAT BRANDS WHO USE A+ CONTENT SEE THEIR CONVERSION INCREASE BY 3-10%."

Once a paid-for feature, it's now entirely free for Vendors. Here you can build your product's story, relate it to your brand, and convince customers how your products meet their needs or solve a unique problem.

Amazon provides interactive content and video modules through A+ Premium. However, this is a paid feature that comes with a yearly fee. This feature is best used when you can retrieve the cost through sales.

You can build between five-seven modules for your A+ Content, using the modules that best highlight your products, features and benefits. It’s also the space to incorporate high-quality lifestyle images so customers can visualise how your products fit into their daily lives - or solve a unique problem.

Note that Amazon will reject A+ Content that includes words that are not allowed or not in the country's native language. Closely review the A+ Guidelines before designing and uploading your A+ Content.

There Are 17 Dierent Types Of Modules To Choose From When Designing Your A+ Content:

• Image banners

• Text and image modules

• Comparison tables to cross-sell or compare products in your catalogue

Common restricted terms on vendor central

• Sustainable

• The best

• World's best

• Green

• Guarantee

• Eco-friendly

• Zero emissions

• Warranty

• Bio-degradable

• Green-tech

• Bacteria

• Carbon-neutrality

• Bonus

• Free

• Anti-bacterial

• Claims and awards

• Calls to action

• Time-sensitive information

• Competitor information

• Any off-Amazon return or refund policies

TIPS FOR CREATING A+ CONTENT

• Use high-quality images.

• Plan your layout – take the consumer on a journey.

• Use persuasive copy – keep brevity in mind.

• Designed to grab attention by balancing between images and text.

• Use brand fonts and colours to portray quality.

• Implemented a cross-selling section through range tables.

• Create consistency across all listings.

• Use a mix of product and lifestyle shots.

• Plan your layout – take the consumer on a journey.

• Ensure it follows your branding guidelines.

• Design with mobile in mind - more than 80% of Amazon shoppers browse using mobile devices.

• Highlight key USPs for each product.

• Increased conversion by driving intention.

Upload to Vendor Central

Once your listings are ready, you can upload them to your Vendor account following the steps below.