Are you launching a new product on Amazon? Make sure you start off on the path to success from day one! The Amazon A9 algorithm is complicated, but it ensures products with the best sales velocity have a higher ranking in search and browse. If brands and businesses can start off with a fully optimized, correctly priced and promoted product, they can achieve the best results possible.
When we talk about search engine optimization (SEO), we’re referring to the process of improving and upgrading a product’s detail page to improve visibility, click-through-rate (CTR), and, ultimately, conversion. A number of aspects go into this process; from the basics of creating excellent, relevant content to targeted advertising, marketing, and attracting five-star reviews. To get you started, here are 10 key steps for launching your product on Amazon.
Writing product information copy isn’t as simple as jotting down a title and a few sentences about how to use your item. Amazon allows listings to contain a title, feature bullets, description, and back-end keywords. Before you start writing, make sure you have a list of relevant keywords you can weave into the copy as naturally as possible.
To create an initial keyword list, you can use Amazon listing optimization services offered by ZonGuru, look at competitors, and start a ranked list of importance and relevance to your specific product.
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Amazon has a set of product page guidelines, including specific styles for most of the fields you can fill in. If your listings do not comply, they can be suspended. This includes things like a 200 character limit on titles and not including price- or promotional-specific information. Take another look at your keyword list and remove words such as “best,” “cheap,” “great,” “free shipping,” etc.
Now that you know what your crucial keywords are and what Amazon’s guidelines are, it’s time to create your copy and insert your product into Amazon’s systems. Your copy should incorporate your keywords as much as possible. That said, don’t keyword stuff your listing in a nonsensical manner. Create your title to ensure you’ve included your brand name first. Write feature bullets that call out the product’s uses, unique qualities, and benefits. Your product description allows you to expand on this info. Use readable sentences with accurate spelling, grammar, and punctuation.
When you set up your product on Amazon, ensure it is categorized in the correct product category with all relevant information filled in (product identifiers, sizes, variations, etc).
If this portion seems daunting, eCommerce Nurse can help or do this completely for you. We specialize in creating stellar listings that work with your brand, generate sales, and are Amazon-compliant.
If all your keywords don’t naturally fit into your copy (which they likely won’t), you can create a hidden keywords list. This is not customer-facing. This field can be 249 bytes (or roughly 249 characters). Don’t repeat words here. This space is precious and if your keyword is indexed elsewhere in the listing, there’s no need to include it again.
Amazon doesn’t have as clear a set of guidelines for images like they do for text information. But, as we know, a picture is worth a thousand words. The existing guidelines are pretty straightforward. The main image should have the product alone (taking up at least 85% of the space), on a plain white background. The image must be 1000px in length or height. Other images should include crucial information or show the product being used.
At eCommerce Nurse, we optimize images as part of our services. This includes optimized copy on the images to illustrate uses and compatibility, lifestyle photography, localization options, and more.
Now that you have a sparkling product page with all the relevant information, get some traction to ensure your product is appealing. Amazon offers both vendors and sellers fee-based review programs great for generating legitimate reviews. Amazon Vine is for vendors, and the Early Reviewer Program is for sellers.
Products that are out of stock or priced incorrectly are not going to win the Buy Box. When launching a product, consider what is realistic in terms of logistics. Are you using Fulfilment by Amazon (FBA) or Fulfillment by Merchant (FBM)? Be sure to research and forecast your stock correctly.
The same goes for price. Look at your competitors, your own brand’s reputation, the market, and your product category. Price competitively, or your product won’t sell. You can also consider strategies such as running a coupon (especially during Q4 or Prime Day) on your new listing to drum up interest and give you an edge.
Perhaps you sold your product on your own website before listing it on Amazon. By now you know that Amazon comes with a reputation that customers trust. Many businesses choose to drive off-site traffic to their Amazon listing. This consolidates reviews and ratings, and provides a simple place to complete purchases in one easy-to-access location for your customers – they likely have an Amazon account already.
If you have an email list, social media presence, or choose to use influencer marketing, your Amazon listing would also be a great place to direct traffic and potential customers.
Strategies with Amazon Ads campaigns can differ greatly, depending on your particular business or situation. However, when launching a new product on Amazon, Sponsored Products ads tend to be a good option.
Sponsored Products advertisements allow for pay-per-click (PPC) advertising on Amazon. This option can often be a good way to start, especially if your brand is not as well known. Customers will see your product prominently on relevant results (your keyword list will come into play again when you create customized targeting), and you can drive traffic directly to your newly launched item. You can control ad-spend easily and start lower if you want to test out how it works.
Once your product has launched, be sure to check in on it regularly. Successful sellers respond to customer feedback, adjust as necessary (do you need different pack sizes? Is the price too low or high? etc.), and take constructive criticism and sales data into account. Don’t just set a product loose and ignore it. Check in on how your keywords and product are performing and make adjustments on a set schedule.
Investing time in optimizing your new listings will pay off with both immediate gains and long-term success. While these 10 steps are a great starting point, there are always ways to improve.
At eCommerce Nurse, we can help support you with strategic consulting, an account audit, or even completely handle your account. Our services are tailored to your experience, needs, and budget. Perhaps now that you have the basics, you want to invest in A+ Content for your detail page, or really grow your business with Amazon Ads. Contact us for more information.
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