The list below shows 14 essential practices for optimizing sales on Amazon. These Amazon SEO best practices were distributed across keywords, title, description, image, and consumer reviews.
1. Prioritize relevance and transparency
Assume that if your product appears on the first page and all the related content can answer the questions of the person searching for it, that person will have no reason to go to the next page. Relevance.
Don’t hide anything from consumers or artificial intelligence that scans the platform for false information. Invest in transparency. You’ll understand this better as you read on.
That said, move on!
2. To choose keywords, use the search bar
Enter the name of your product in the platform’s search bar and see which words appear as complements in the so-called “autocomplete” – the automatic completion of the search.
Amazon search bar starts the search with the words “socks” and shows the suggestions: completing with female compression; male compression; compression; Christmas; silicone for feet; running; polyamide running; Christmas decoration; male running;
Include your main keyword – the one that’s most popular in searches – in your product URL!
3. Also, for keywords, study more about Amazon Ads
Evaluate specific information about the company’s ads (Amazon Ads) through the platform itself. You need to find out which words are most purchased and whether they make sense for your product.
4. In the title, include the brand name and product differences.
Even if it’s brief, mention features that your product has that competitors may not have, or at least not as well. Also, mention features that may be decisive for the consumer to finalize the purchase, such as size, color, etc. How many characters can an Amazon product title have? Up to 60!
5. Don’t repeat what’s in the title in the description and vice versa
When moving from writing the title to the description, avoid repeating the same differences or characteristics: bring in new things. Reread both parts to pay close attention to aspects that might be better presented in a different order or with more or less emphasis.
6. Be informative in your Amazon product descriptions
The more information, the better, but in a concise and clear text that helps those interested in your product make the best decision and understand how and why to choose the item they are looking for. Supplements will help them eliminate a pain or need.
7. Make a list of the advantages of your product
Also in the description, if applicable, turn all the differences or important information about the item for sale into a list, enumerating them or distributing them with so-called “bullet points”.
Go to the tags section, under “technical details,” for each item, and assign even more features to them, optimizing your product listing on Amazon. Again, start by making everything clear to anyone who is online and buying.
8. Invest in storytelling
Develop your storytelling skills without going on too long, and incorporate the main keywords you chose in the previous steps into your story. This way, you will be enjoying the best of both worlds regarding SEO!
9. Invest in positive feedback strategies
What does this mean? Be careful with the reviews you share! Reviews also count towards Amazon SEO, not only in terms of quantity but also in terms of what is good (or bad) about them.
The more time passes, the more evident it becomes that the quality of reviews is worth more than quantity. Most digital platforms already use artificial intelligence to detect fake opinions and comments, so avoid this.
10. Study the competition and be the first person to do research
Browse product pages of brands similar to yours and find out what keywords they use and how they construct their titles and descriptions, so you know what to do and what not to do.
Search for keywords, titles, descriptions, and even images that you decide to use on other search pages, especially on Google, and get inspired.
11. Adapt your images to the standards required by the platform
Take note of the best SEO strategies for Amazon when it comes to using images. Pen and paper in hand?
- Remove any text or animation from your photo
- Always click on a white background
- The fewer accessories and complements that appear in the product photo, the better! Ideally, there should be none at all.
- Set a resolution and size that allows the customer to enlarge the image to view product details.
- Don’t limit yourself to just one capture. Take several clicks from different angles, with size comparisons and everything.
Look at that transparency again! The idea is to show that you want to present each item available for purchase exactly as they are.
12. Have your trademark registered
Before selling, count on a brand registration company to do yours and gain more credibility. By completing the process online on a reliable platform, your registration request with INPI – National Institute of Intellectual Property – will be processed within 24 hours, so all you need to do is obtain your certificate.
Once you have a registered trademark, you guarantee more protection and security for both your company and consumers and show that you are truly trustworthy in selling.
It becomes much easier to report irregularities or ask for help within Amazon, and your product pages become more personalized. To increase the catalog, you can change them using a tool provided by the platform itself.
13. Also, know what not to do
Also, know what not to do: overuse the same keywords, format texts so that they look like spam (full of emojis, exaggerated capital letters, etc.), and post bad comments on competitor pages just to try to bring down the products they sell.
These actions may damage your business’s reputation or even result in your account being suspended forever, as they may violate the platform’s policies.
14. Remember that you are looking for organic traffic above all else.
This means that your goal is to increase the number of consumers visiting your space within the marketplace without paying to advertise it.
Data regarding the Amazon store: organic visitors approximately equal to 36 million; Traffic from organic searches approximately equal to +23%; Product pages that are the focus of organic traffic approximately equal to 66%; the second largest e-commerce in Brazil, losing only to Mercado Livre.
Another observation: Amazon also stands out among large companies regarding the speed at which consumers access its pages. On users’ cell phones, tabs take, on average, 2 seconds to load, according to PageSpeed, a Google tool that evaluates web usability.
Want to try paying for sponsored ads and go beyond organic? That’s fine! Just make sure the investment is worth it for your current goal.
How do you increase sales on Amazon? Beyond organic traffic
An alternative to following all good practices when promoting a product is paying for ads so your sales become “sponsored.” A pay-per-click ad – or PPC, an acronym for Pay Per Click – appears above the others but has the word “sponsored” in the bottom right corner.
And is it worth investing in PPC on Amazon? According to those who use the platform, if the brand’s account is making few or no sales, it is worth investing so that the reputation on the platform is not nullified. Make sure you never stop your online operation.
But more than paying for ads, it is highly recommended that you adopt SEO strategies to find more and better deals.
You can also direct your efforts towards becoming a professional seller and offering Prime delivery, giving you the right to create special offers and highlight a certain product for a limited time in searches.
Amazon’s professional plan offers other worthwhile benefits, such as the “A+ Content” description-building solution. By putting everything you learned throughout this article into practice, you will have (almost) nothing left to make your sales soar!
Amazon Marketing Practices to Sell Even More
Finally, monitor your metrics if you want to know what to improve, understand whether paid ads, if they are your option, were worth the investment, test them in another format, and even stick to strategies aimed at organic reach.
Overcome barriers, and even if you don’t work specifically on Amazon, consider creating a profile on social networks where your target audience is most present.
Tell your followers that the brand sells through the technology giant – which makes it even more trustworthy in the eyes of consumers – and post about new products and promotions, directing them to complete their purchase there. Create texts on a blog that will help you gain authority or hire copywriting professionals to do them within SEO rules.
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