12 tips for creating amazon product listings that outsell the competition

TOP 12 TIPS FOR

CREATING AMAZON PRODUCT LISTINGS

THAT OUTSELL THE

COMPETITION

Karon who?

What will we cover?

How to Create Better Copy Through…

▶ Understanding Who Copy is Really For▶ Titles: Capturing attention & driving clicks.▶ Bullets: Quick-fire features/benefits that explain the

unique advantages of your product.▶ Descriptions: Go deeper, overcome objections,

entice and close the sale.▶ Keyword Research: Discovering relevant, high-

volume search terms that send qualified shoppers to your pages.

The Secret Sauce

The #1 step most sellers skip that can cripple your product listings’ rankings & sales.

Tip #1: Know your customersIf you don’t know who they are, how are you going

to communicate with them?

▶ Gather as Much Info as you Can: Gender, income, hobbies, lifestyle, stage of life, etc.

▶ Read Competitor Reviews: Note the good, the bad & the repeated.

▶ Visit the Manufacturer’s Site: Does it have reviews? ▶ Search YouTube: Do you find reviews, uses, recipes, etc? How

are people using the product? ▶ Make Notes of Lifestyle Situations

Use this info in every section of your listing to address the customers, overcome objections, instill trust & convert shoppers to buyers.

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Tip #2: Shop on Amazon Regularly

You need to see what your customers see & how they see it.

▶ Shop on Your Computer▶ Shop on Your Smartphone (using a browser & the Amazon app)▶ Shop on Your Tablet (using a browser & the Amazon app)

Take LOTS of notes about:• what you clicked• why you clicked it• which types of bullets enticed you• what caught your attention in descriptions

If YOU would buy it, chances are others will, too.

Tip #3: Do NOT Blindly Follow the Competition

What you see on the surface canbe VERY misleading!

▶ Data on the Amazon page can easily be artificially inflated. (BSR, reviews, #1 new seller, #1 bestseller, etc.)

• Huge discount codes• Traded reviews• Launch campaigns that fizzle• Sponsored ads• Skew on-page data (even sales for $1 or $0 count).

In reality, these sellers are losing money and the listings they created are not converting.

Titles

Tip #4: Check Title at Various Character Lengths

Depending on the search results page or area of Amazon, titles may show at:

• 35 characters• 76 characters• 115 characters

Make sure you have helpful information at each point.

TitlesSeen all across Amazon and have to work in multiple ways. (Search **)

115 characters showing

Titles(Sponsored)

35 characters showing

Titles (Mobile-Smartphone)

76 characters showing

Titles (Mobile-Tablet)

140 characters showing

Titles

• TIP #5 - Do NOT shove keyword after keyword into your title. It does not cause higher search rankings on Amazon.

• TIP #6 - Check your category’s Style Guide for specifics. Amazon has funky rules about headlines and they contradict themselves regularly.

Déjà Vu! Which One?

TitlesNot so good

Good Titles

FeatureBullets

Tip # 7: Write Strong Bullets

• Do not write vague statements; be as specific as possible with product features and attributes.

• Actually include features/benefits, not sales, # of reviews, hype, etc.

• Use the “so what” method. Name the feature (physical attribute) then answer the question, “So what? Why should I care about that?”

• Length depends on category, but we typically recommend between 150-200 characters.

Tip # 8: Appeal to Customers

• Overcome objections. If other types/models of this product have issues, you can explain why yours is different/better.

• Incorporate lifestyle uses to make bullets personal.• Address your audience by segment.

BulletsShould provide “strong” features and benefits.

BulletsShould provide “strong” features and benefits.

Bullets

BulletsNot so good

Product Descriptions

Tip #9 – Imagine the Experience

• Highlight what makes your product different/better than all the others on Amazon. (In a bundle, used for other purposes, better quality, more colors, etc.)

• Help shoppers imagine the experience of using your product.

• Think of infomercials!

DescriptionsImagine the experience.

Jewelry

DescriptionsNot so good

Keywords

Tip #10 – Know What Can Get You Into Trouble

• Don’t provide inaccurate, misleading info. Amazon says this includes competitor brand names. “Providing misleading or irrelevant information is against Amazon’s policy; your listing will be removed and your account will be suspended.”

• Don’t include subjective claims or temporary terms: new, on sales, available now, amazing, best, good quality, etc.

Tip #11 – Know that Keywords Are Suggestions

Note: Amazon reserves the right to not use all supplied keywords for retrieving products. Reasons for not using all keywords may include, but are not limited to, search computational efficiency, potential manipulation of search results, irrelevant search terms, and offensive or illegal terms.

Tip #12 – Look for Ideas in Numerous Places

1. Amazon.com search suggestions2. Left-side category navigation bar3. Merchant Words4. SEO Chat free tool

5. Legitimate alternative spellings (airplane vs. aeroplane)

6. Synonyms (mobile vs. cellular vs. wireless)7. Product features (leak proof, plush, odor free)8. Who it is for (adults, kids, seniors, graduates)9. Colors10.Materials (leather, stainless steel)11.Flavors12.Gift occasions13.Broad associations (accessories)14.Uses (hiking, washing cars, storage)

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• Time-tested methods for making your products stand out in the crowd.

• How to make more sales and at higher prices.• 4 things you must have to rank well.• The tricks and strategies of creating product

listings that rank well on Google (despite Amazon’s sometimes conflicting information).

• Step-by-step demonstrations of precisely how to implement the method.

• Cheat sheets and worksheets to help you nail your product descriptions every time.

• My private process for creating an all-encompassing keyword list that can get you better rankings and seriously more traffic to your listings.

• How to capture attention with engaging product titles.

• The right and wrong way to create bullets that pull customers in.

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