Your Amazon Product Page is your salesperson.
It works for you 7×24 selling your products.
But is your page doing its job?
In most cases, the answer is… no.
The vast majority of Amazon Product Pages are not optimized for search or sales.
As a seller, you spend time, effort and money sourcing great products, but if the page you’re listing on isn’t getting found in search or doesn’t convert, your products either won’t sell at all or will never reach their full sales potential.
Additionally one of the biggest sales issues we see with new clients and students is that they’re sending traffic to their Amazon product pages via Pinterest or Facebook Ads, but when potential customers arrive, the pages aren’t optimized for sales. So the customer leaves and the sale is lost.
An Amazon Product Page is an intricate integration of 12 Zones (zone = a phrase that I’ve coined) that can be optimized for maximum sales potential (learn about 4 of them here).
Whether you’re listing against an existing page (and can improve that page) or creating your own page, the first thing to do as soon as you source your next product, is to make sure your Amazon Product Page is optimized!
Mistake #1. Not Optimizing Your Product Page for Top Buyer Searches
If they can’t find it, they can’t buy it.
If your product is not found on page one of Amazon organic search for at least 2 or 3 top searched keyword phrases related to your product, it will never achieve its sales potential.
To determine what keyword phrases Amazon buyers are searching by, use the Amazon Suggested Search results.
Amazon Suggested Search results are ranked in order of search popularity.
It’s important to test a variety of searches, paying attention to broad search terms as well as specific search terms. Both are equally valuable!
Think about all the different ways a buyer might search for your products. Then slowly type start typing those keywords into Amazon’s search bar,
While you are typing, Amazon will pop up a list of the 10 most popular searches for that keyword string.
Use these to build your list of keyword phrases that you want your product to rank for in Amazon search.
Keep in mind that the closer a buyer is to making a purchase, the more specific keyword phrases they’ll search by.
While a shopper who is in the early stages of buying some outdoor lighting will often start their quest with the broader search “outdoor lighting”, the buyer who is closer to the sale and narrowing down the choices will search with phrases like “outdoor lighting hanging” “outdoor lighting solar” “hanging patio lights” “led patio lights”.
For more competitive categories, it may be difficult to rank your product organically on Page 1 of Amazon search for a broad keyword phrase (that’s OK because you can often buy your way to Page 1 with Amazon Sponsored Product Ads), but you must rank on Page 1 for at least 2 or 3 of the top searched phrases.
Once your page is optimized, test the results. Do your own test searches. Is your page ranking on Page 1 or the top of Page 2 for the right keywords?
Mistake #2. Putting Your Best Keywords in the Wrong Place on the Page
Not putting your keywords in the right Zones on the Amazon product page will kill the ability for people to find what you’re selling.
Amazon’s search algorithm looks at two Zones when indexing a product page: Title and Search Keywords (these are added when you create your offer.)
It’s critical that you’re using the top searched keywords in your title.
NOTE: Amazon says that it does not look at keywords in the Feature Bullets when indexing a product page. But after optimizing hundreds and hundreds of Amazon pages each year, and tests with our clients and students, our results have consistently shown year after year, that the keywords in Feature Bullets DO play some part in getting a product found in search.
However, always put the most important keywords in your product page Title and supplement via your back-end Search Keywords.
Put the most important keywords in the title, starting left to right. Make your title readable to the buyer eye.
Follow Amazon’s guidelines for not repeating keywords in the Search Terms. Then complete your Feature Bullets and Product Description with keyword phrases that are meaningful to the buyer.
There are many ways to describe a product and the problem it solves or the solution it provides. Put extra effort into creating the best product title possible.
Do not skimp or spam. Putting too few keywords in your title hurts your product’s findability. Spamming your titles with a paragraph of keywords not only violates Amazon’s policies, it doesn’t help your page rank, or buyer conversion.
Mistake #3. Underutilizing Product Images & Not Using the Right Product Images
Amazon allows for 9 images (one primary and 8 additional) on the product page.
A picture may be worth a thousand words, but on Amazon, it’s worth thousands of dollars to your bottom line!
Shockingly, the average Amazon product page has only two product images on the page.
That’s eight missed opportunities to use images to sell your product!
To sell your product use all 9 images!
Show your product from all angles, providing an “off-line retail” experience for the customer.
Your primary images should always show the product out of the packaging!
Take your product out of the package and take a high-quality, well lit photo of the item (and any accessories) that are sold with it.
Do not use a picture of your product in the box/packaging as your primary image. People want to see the product first, not the package
In addition to meeting all Amazon’s image requirements, photographic you item from all sides. Use close-up shots to provide detail.
Take Lifestyle photos of your product in use or in its natural setting.
Lifestyle photos can increase sales conversion by 300% or more.
They help shoppers visualize the product in use – and once people can see themselves using the product, the sales is all but made.
Mistake #4. Listing Features without the Accompanying Benefits
- 70 SPF
- Electric start motor
- Black Nylon Adjustable T-Arms
- Total Stop System
While each of these bullets tells the features of a product, none of them show the benefits.
When writing the Feature Bullets on your Amazon Product Page, each bullet point should contain a Feature/Benefit statement.
However, most pages focus only focus on the product features.
In order to sell your product like crazy, you have to focus on the benefit to the customer.
In marketing we call this WIIFM “What’s in it for me?”
Because while the customer is interested in the features of a product, what sells them is the benefits.
Benefits that they can clearly see will improve their life or save them time and effort.
Here are four examples of feature/benefit statements. The features are in blue and the benefits are in green:
- Electric start motor gets you weeding within seconds, no gas hassle
- Total Stop System achieves 80% water savings over a standard garden hose
- Black Nylon Adjustable T-Arms provide better support all people of all heights
- 70 SPF lets you stay in the sun for a full 80 minutes without reapplying
It’s the benefits that get the buyer to envision how this product will help them.
And it’s the benefits that ultimately help the buyer make the decision to click “Add to Cart”.
How to Get Started Improving Your Product Pages
The easiest way to get started improving your product pages is to start with your new listings. Making the changes above to the new products you list, will position your freshest inventory in the best light.
Then, begin working through the backlog of listings that need improvement.
Focus on improving these four listing areas for the products that you plan to continue selling:
- Optimizing your product page for top buyer searches
- Putting your best keywords in the right Zones in the product page
- Using all 9 product images to showcase your products
- Creating Feature/Benefit statements for each Feature Bullet on the product page
While there are 12 Zones of an Amazon Product Page that sells, getting a handle on these four zones will significantly improve the findability of your products in search, and your sales!