The value of Amazon is clear — retailers of all sizes are able to reach a built-in audience of hundreds of thousands of visitors. But no matter how successful your Amazon sales strategy, making a few simple adjustments to your listings can help your revenue reach new levels this year.
Tip #1: Boost your Amazon SEO
Because Amazon hosts a vast number of products, it can be hard to break through the noise consistently, especially if you’re in a niche with established competitors. That’s where SEO can help — but first, it’s important to understand how SEO on Amazon works as compared to traditional SEO.
Amazon relies on an algorithm dubbed A9 that is updated frequently and secretly. However, there are a few elements that have stood the test of time in consistently improving search rankings: product titles, images and backend search terms.
Titles
With Amazon, the order of the keywords in your product title matters. Regardless of how many characters your title contains, make sure to place your highest-priority keywords first.
Amazon recommends including the following in your title (when applicable): brand, product line, product type, color, material, size, key features and packaging. Take a look at your top competitors’ product pages to get a sense of what may be working for them that you could carry over to your own strategy.
Images
High-quality product photos are not only critical for online shoppers in making purchasing decisions, they can also boost search rankings. Since you’re allowed to upload five to nine photos for your listing, take the time to include various angles and detail shots for each of your listings.
Backend search terms
Backend search terms on Amazon serve as metadata keyword tags, meaning customers won’t see them but they’ll still be indexed by Amazon’s search engine. To make the most of this feature, put yourself in the shoes of your buyers.
For example, include common spelling or grammatical errors customers may make when searching certain queries. It can be also useful to include search terms in other common languages, like Spanish, to reach entire demographics you may normally miss.
Tip #2: Link Amazon ads to your website
For many retailers, the biggest downside of selling on Amazon is the lack of brand control. By setting up Amazon ads that drive buyers back to your branded website, you can take back control and provide a unique brand experience.
Amazon ads put your products in prime viewing locations, such as at the top of search results pages. They also allow you to collect data on site visitors, potentially capture contact information through site pop-ups and create retargeted ads that will continue to remind them of your brand on Facebook and other sites.
Tip #3: Collect social proof and leverage it across platforms
Besides its targeted search function, many shoppers turn to Amazon for the ability to receive third-party validation through customer reviews. Without the ability to physically touch or inspect products before buying, customer reviews add credibility to an otherwise risky transaction.
Be sure to embed your positive Amazon customer reviews on your website or use them in ads or email campaigns. Pull out quotes that showcase what sets your customer service or product apart, and highlight those quotes on individual product pages on your website.
Improving your Amazon strategy is a simple way to convert new shoppers from around the world — the real challenge is keeping up with the orders pouring in across this and your many other sales channels.
By setting up shop with BigCommerce, you can easily manage all of your inventory across your website, Amazon, eBay, Facebook and Pinterest from one central location.
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