Like Google, writing for the Amazon marketplace has its advantages and best practices for helping more potential buyers find your products.
If you want to ensure that potential customers easily find your listings, you’ll need to customize your titles and icons according to Amazon’s persuasion algorithm.
Compared to Google’s search algorithm, Amazon’s search is fundamentally different.
The e-commerce giant prioritizes its search listings in a completely different way that is specifically optimized for e-commerce and online purchasing.
Customers who come to Amazon find the products they want to buy through search, which means they have them The decision is already made The type of product they would like to purchase in advance.
These buyers are already “down the funnel” prospects in the marketing funnel, so you’ll have to tailor your Amazon marketing to this specific stage in the customer journey.
This is where high-converting copywriting is essential.
We’ll explore nine tips you can implement and use today to start writing better titles and codes for your Amazon listings, resulting in more happy customers and buyers in the process.
1. Diligent keyword research
Keyword research has always been an essential part of search engine optimization. However, when it comes to keyword research for the Amazon marketplace, there are many additional factors you have to consider.
Remember, you want to focus on keywords with the strongest buyer intent, as Amazon traffic tends to be customers ready to buy or further down the marketing funnel.
However, you want to prioritize the keywords that will bring the most qualified buyers to your list over the words with the highest search volume.
Once you determine which terms are most relevant to your product, you can prioritize based on search volume.
Use a combination of searching for the keywords you have in mind and reverse ASIN searches for your product and close competitors.
When doing keyword research, you should “sort through” your keyword list and select the most important keywords that describe the core benefits of your product and the problem it solves for your customers.
Also, look at the keywords your competitors are ranking for as well as the ones you would like to rank for,
Generally, you will enter your top keywords into your Amazon headline.
After writing your title, sprinkle your core keywords into your bullet points.
You can use a tool like Helium 10 Scribbles to ensure that all high-priority keywords are included in your list and that you don’t inadvertently remove any important keywords when rewriting your lists.
2. Understand your audience
To be successful in the Amazon marketplace, you need to know the keywords you want your product to rank for, but you must also know and understand the motivations and desires of your audience.
How will your product solve your future customers’ problems or meet their needs?
Identifying the primary buyer for your product is vital at Amazon.
It is also important to remember that the primary buyer of your product may be very different from the end user.
For example, you don’t sell deodorant directly to teens.
For this product, the teen’s mother will be the primary purchaser of that particular product.
Understanding these important points about your audience will help you create higher converting lists.
First, we identify the top five benefits our customers need to know.
We define what we want to say and then craft the title and bullets to convey that message, including a maximum number of root keywords, while keeping the content readable and attractive to a potential buyer.
Customers need to know the dimensions of your product, but they also need to know why your product is better than your competition.
3. Balance persuasion with traffic
When writing for Amazon, we have two equally important goals that directly compete with each other.
The first goal is to include as many keywords as possible in our list to ensure that we index as many keyword phrases as possible.
This is why you often see a lot of keyword stuffing in Amazon listings.
The second goal is to ensure that once traffic comes through our “keyword doors” and sees our listing, customers can decide if our product is right for them and that the copy is compelling enough to get them to buy.
For most brands, keyword stacking (repeating the same keyword) will not be the most effective way to rank for your product.
Amazon said in its help documentation that words do not need to be repeated in each phrase type for indexing and ranking.
For example, Suzies White Chocolate and Nut Fudge Bar will index for:
- White chocolate bar.
- White Fudge Bar.
- Hazelnut Fudge Bar.
Using wording that is most similar to what your customers would use to find your product can help Amazon find your product related to your top keyword phrases.
So whenever possible, mimic the type of match your research estimates your best customers will type into the search bar.
The key to balancing persuasive keywords is to identify and focus exclusively on the keywords that are most relevant to our product.
Once you have identified these keywords, your primary task is to write compelling copy and sprinkle those keywords without detracting from your message.
Finally, when you write down your points, go back and check that they answer all of your customer’s burning questions right off the bat.
This will help your listing become crystal clear and allow potential buyers to see right away what your product does.
4. Rich titles for keywords
Title keywords play an important role in both organic and paid search, and how you phrase your keywords can make a huge difference in how you launch your product.
It is important to prioritize key keyword phrases in your title. to me Brandon Youngan 8-figure seller and CEO of Data Dive, an Amazon listing optimization and product research tool:
Amazon’s algorithm values 4 things; click through price, conversion rate, revenue, and relationship. Relevance is where Amazon determines how much potential ranking your listing deserves for a given keyword.
They may limit your listing’s ranking to a particular keyword if you type that keyword into a different match type or location. In other words, Amazon can be signaled that the keyword is relevant by including it in your title and accurately. Locations and other match types can determine your potential ranking.
Include the following in your title:
- Brand name.
- product name.
- Color, size, flavor, etc.
- Optional: a few words describing the product.
Amazon has a specific format that they prefer for most categories.
You can find this form in file Amazon Style Guidelines.
If you’re doing any advertising on Amazon, most ad types don’t allow for a lot of creative variety.
This means that your primary product image and title will be the basis for most of your Amazon ads.
To improve click-through rates, you may find it helpful to examine the effectiveness of your existing headline and primary image.
These two elements will be the most important in increasing your CTR and conversion.
5. Beyond Boring Bullets
Amazon bullets should be concise, compelling, and keyword-rich.
Bullets that are too long can discourage customers from reading all of your copy and prevent potential customers from understanding your product.
Your bullets must include:
- Highlight five benefits clearly.
- physical attributes of your product.
- The internal and external benefits of your product (the most important).
Many writers focus on the external features of products only.
However, focusing on the internal (generally emotional and situational) and external benefits your product provides to your customers is a powerful way to increase conversion rates.
When writing your bullets, highlight key benefits that show how your product is a better choice and better than your competition.
6. Incorporate customer questions
Answering your customer’s burning questions is crucial to having a successful Amazon listing.
You can achieve this by looking at product reviews and questions and then determining how your product solves and answering those questions for your customers.
If you see a particular question your customers ask more frequently than others, then this should be one that you address directly on your list.
You also want to do this for your competitors’ products.
After you’ve written the first draft of your headline and bullets, look at customer questions and reviews of your product and your closest competitors.
Can you find all the answers to those questions or frustrations (from the reviews) in the title and bullets?
7. Imitate the client’s language
build a relationship between potential buyers and your brand; It is essential to imitate your customer’s language and use the same terms and phrases in their concerns to describe the benefits and features of your product.
A great way to do this is through reviews and questions (on and off Amazon).
You can start by compiling a list of common questions and phrasing your customers use to describe your product and then add them to your product listings for maximum impact.
You can also group these words into a word cloud to include these terms in your title and bullets.
This technique will help you identify more keywords that you might have missed in keyword research.
8. Stay out of trouble
Amazon has a lot of hard-to-follow rules when writing your own lead and titles, but staying out of trouble at Amazon means steady sales and fewer headaches.
You always want to avoid competitors’ brands and terms.
Amazon has a tool as part of its trademark registration program that allows you to view trademarks and copyrighted phrases to make sure you comply with them.
Amazon has also been increasingly interested in pesticides and monitoring pesticide claims on its platform.
It’s important to know how Amazon ranks pesticides, including words like “antimicrobial” and “antibacterial” and words you might traditionally consider pesticides.
Take your time to read the file Pesticide policy in the Amazoneven if your product is not a pesticide.
Health claims can also get your list in trouble.
You need to make sure you’ve taken the time to understand what you are and aren’t allowed to say, especially in the areas of health and beauty.
In general, any claims you make about your product on Amazon must be substantiated.
Before saying your product performs 50% better than the competitor’s, consider whether you can provide testing that supports this claim.
9. Always be an A/B tester
Tuning your listing through A/B testing is an integral part of being successful in the Amazon marketplace.
You can do this by constantly testing minor tweaks in your product image, title, points, and any additional compelling copy and seeing how buyers respond.
Currently, there are multiple ways to perform A/B testing on Amazon, including the Manage My Experience tool and several third-party tools dedicated to Amazon testing.
When you test and find the best iteration for your product, you’ll ensure that your list has maximum effectiveness and that you don’t allow any potential conversions to slip through the cracks.
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Featured image: Kaspars Grinvalds / Shutterstock