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Amazon has a mighty algorithm that ranks products and sellers, so people who buy from the marketplace leave with an awesome feeling of wanting to come back for more. 

You are about to read how to make your Amazon product listings more attractive and ranked higher, what ranking factors are important for Amazon, and how you can increase sales by promoting your products inside and outside of Amazon. 

Prepare for Selling on Amazon 

Amazon listing optimization with SEO

Just like Google has some ranking rules, Amazon also ranks products based on different factors.

To show up on the first page of Amazon search results, you need to think carefully about the keywords you are going to include in your listing, especially in the title and description. Think about what your potential customers may need and what they’ll type in the search box.

After that, if you want the buyers to click on your product and not your competitors’, you need to work on several things:

  • Title - clearly describe what the item is, what it is used for, mention the brand name, keep it short
  • Bullets - use bullets to include important information for the customer
  • Pictures - upload a picture that looks clear without the need to zoom in. Use additional pictures to show other angles of your product, and the components and instructions
  • Product description - keep it brief and mention all the key selling points

Analyze your competitors’ listings

On Amazon, you are always competing with other sellers, so you must analyze their listings regularly to know how to improve yours.

Check analytics and react to:

  • Prices - you want to have a competitive price. If a competitor is out of stock, you can create discounts to win over the buyers.
  • Text - check out what keywords your competitors are using and try to find an angle that will work the best for your customers. Also, check how often your competitors update text information. Check the review and Q&A sections to find out what is important to customers.
  • Images - Check out the images of popular products and try to include as much information in your images as possible.

Create competitive prices

If you’re selling the same product as many other sellers, then it’s important for you to make a difference in the price by adding a discount, promoting coupons, selling the product in some special color, or something similar.

Use paid ads and promotions, so your product pops out of the “crowd”. You can use lightning deals, discounts, coupons, get two for one, or best deals options to increase your visibility and selling rates.

Increase visibility by winning the Amazon Buy Box

When you win the Amazon Buy Box, your visibility skyrockets! Millions of buyers see your product through the box on your product detail page. 

The most effective way to win the Buy Box is to offer a good price and maintain a solid merchant history.

Promote your product listings on Amazon

  1. Create discounts

So, we’ve talked about this already, but why are discounts on Amazon so important? 


Even though it might seem you’ll be making less profit while organizing many discounts, when you make more sales on Amazon, your ranking will improve. That means that, in the long run, while you make more sales through discounts, you’ll make more regular sales, too. 

  1. Pay sponsored product ads

If you want to increase the visibility of your listing, paying ads can be an excellent solution. The great thing about Amazon paid ads is that you only pay when a buyer clicks on your ad (PPC model).

There are a few tricks you can use to get yourself introduced to the paying ads process:

  • Amazon offers automatic targeting. Use it for some time to get insights on what works the best for your products 
  • Wait for a few weeks to get enough data so that you can make better decisions
  • Once you analyze the campaign, switch to manual mode and focus on the relevant keywords that work for you the best
  • Continue analyzing the campaign insights, check reports, and test different parameters until you are satisfied with the results (and then test some more)
  1. Boost reviews and product ratings

When buying online, people check ratings and reviews because those are the only things that can show them the quality of a product.

To keep your stars rating high, you need to be precise when describing your product. If you sugarcoat your listings, people will end up disappointed and leave bad reviews, and your sales will drop or even completely stop. 

Besides that, you need to focus your efforts on excellent customer service. For example, when someone buys your product, send them an email that you’ve received the order and ship the product quickly. Then, a few days or weeks after they have received their product, send out another email asking about their feedback on the product and include a link to the review page. 

If a buyer is disappointed and has left you a poor review, reach out to them and try to solve the problem. Buyers can edit their reviews, so they’ll probably do it if they feel that you paid them some extra attention.

  1. Make sure your shipping works smoothly

Shipping is another major factor in your Amazon rankings. Regularly check your shipping metrics and adjust your processes to improve your shipping performance

You can also sign up for Fulfillment by Amazon, so the platform handles the shipping for you. 

When your shipping is great, you have more chances of winning the Buy Box since strong shipping metrics tilt the Buy Box in the seller’s favor.

  1. Lightning deals are a great way to boost visibility

Besides discounts, a great way to boost visibility and selling rates is to offer Lightning Deals. These deals are time-based, so the limited time of the discount motivates people to opt for purchasing easier than the regular discount. 

Still, there are a few guidelines you need to follow so that Amazon approves your Lightning Deal:

  1. The deal can last from 4 to 12 hours
  2. You can create only one Lightning Deal per week
  3. You have to plan your inventory at least seven days ahead
  1. Track your rating and change things according to results

The most important insight you can track and improve is your overall seller rating on Amazon. When you track that, you’ll know what you need to work on so your rating improves, visibility gets higher, and sales go up.

While you’re tracking your overall insights on Seller Central, you’ll be able to find out more about:

  • Perfect Order Percentage
  • Late Response Rate
  • And a lot more

Another criterion affecting your rating is how fast you answer your customers’ questions. So make sure to have daily reminders to answer all the messages you get. Besides that, you can remove some negative reviews. Check if that’s possible in your case.

Promote your listings outside Amazon

  1. Use social media as promoting channels

Your company probably already has its social media accounts with followers that are interested in your products. Use that customer base to promote your Amazon product listings, but use it more subtly than blunt promotions.

Don’t use your social media pages to post listings like you would run an ad, but try to offer some additional value to your followers. For example, post about your discounts (through promotion links that Amazon offers to Professional Selling accounts), share some blogs that include links to your listings, organize a contest, or do something that your target group will appreciate.

Besides that, you can pay for ads for your product listings and use powerful targeting options on Facebook, Instagram, etc.

  1. Email marketing for those who are most likely to become customers

Include a newsletter subscription button on your website and keep the emails of your Amazon customers. You can send them messages about new products, special discounts and offers, birthday presents and giveaways, etc.

Direct email marketing has repeatedly proved to work as the best marketing channel if you use it wisely. 

Email marketing tools can give you great insights on the leads you capture, helping you establish what kind of content and products will work best for your audience. 

  1. Blogging

People hate ads. And search engines and other platforms created their algorithms so users can have a good browsing experience.

That’s where blogs come in. Blogs are considered to be informative unlike paid ads, even though they can include links to your products.

Adding a blog on your website is a great way to boost visibility and increase sales. 

But, you do need to offer valuable information, tutorials, different angles, comprehensive guides, and so on, so people can find your blog helpful and informative.

Also, successful blogs are optimized for search engines, so make sure to hire someone who knows SEO.

  1. Influencers can drive traffic to your Amazon page

If you know an influencer with the same follower base as your brand, try to include them in your marketing efforts to promote your Amazon listings.

People who follow influencers trust their choices and advice, so when they promote your products, their followers are most likely to check them out.

A great thing about influencers is that they already know the key points of promoting Amazon product listings because they have probably done that before. 

  1. Ads on social media and Google

Like we mentioned earlier, social media platforms and Google offer powerful paid ads tools that you can use to target people who are most likely to become your customers.

First, you need to know your target audience in detail, learn what kind of keywords they use when trying to find products like yours, find out their needs and pain points, and you can then use this information to design tailored ad campaigns. 

Of course, once you start your campaigns, track how they are working, optimize them for better performance, test some campaign features, and then repeat the whole cycle.

Every ad platform has its own rules for optimization, so make sure to check how to optimize your products and ads for your specific platform.

  1. Affiliate marketing can increase your visibility

Affiliate marketing means that you partner up with blog writers to include links to your listings in their blog. 

You should view it just like working with influencers - find blogs that offer valuable content to your target group and reach out to the people writing those blogs. 

Since your products are intended for the same target group, most blog writers will be happy to include the links to your product since that will allow them to add more value to their content. 

Final thoughts

Ok, now you probably have a lot to think about and a lot of stuff to implement. It might seem overwhelming now, but try to think about all of these things as simple steps to improve your Amazon sales.

Take it slowly, step-by-step. Make sure to track and measure every change you make, and soon enough, you’ll figure out what works best for you and your customers.

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