Would you believe me if I told you that Amazon success depends more on the quality of your Amazon product listings than on the products themselves? You’ve probably seen plenty of low-grade items on Amazon that sell in large quantities and wondered what it is that’s holding you back when you’re making items with attention to detail and solid manufacturing and then selling them at a high value.
The reality is that everything impacts your traffic and conversion rate on Amazon, and each detail is as important as the one before. Optimized listing title? Important. Carefully chosen photos? Yup. Each word of your copy and product details? Absolutely. Well-crafted A+ content? Yes. It all matters.
Three Months to Greater Amazon Success
During the first quarter of 2020, a company reached out to me for help. After years of business success, their sales and traffic had been on a continual decline due to a flooded, competitive market. They had a long-term goal of selling the company, but they needed to reverse the sales trend.
The product was of high quality and I was confident that we could work together to find a solution. In March of 2020, just as Covid-19 lockdowns began, I started work on their Amazon product pages.
US retail sales declined over 30% during this period. Between 2019 and 2021 baby product categories experienced more than a 30% decline in sales. Yet the changes we made to my client’s Amazon listings caused a significant positive effect in very little time.
In fact, within three months of starting this process, the company was nearly completely sold out of their Amazon stock.
The Power of the Amazon Product Title
The first thing I did for my client was optimize their product titles and bullet points. This change alone caused the product views to nearly triple in less than a single month, from 1700 views to 4700 views.
To update the text, I utilized analytics and metrics not only from the company’s Google and Amazon accounts but also from a variety of other sources. I had previously conducted a market research study for this same company, offering me deep insight into the experience of people who had purchased and used the product.
Although the original titles and bullet points were descriptive and consistent with similar products across the Amazon marketplace, they were simply not coming up when people were searching for this product. Although it sounds simple, carefully choosing and testing these words and phrases were the single most impactful change we made to the Amazon listings.
Amazon offers both free and paid styles of what they call “A+ Content.” These specialized product listings are an opportunity to connect with customers using a variety of “blocks.”
Although this content isn’t indexed in Amazon’s search algorithms, the way it’s written and laid out can make or break your conversion rate. Adding quality A+ content to the product listing doubled the conversion rate.
The rules and processes surrounding Amazon’s A+ content can be challenging. In our case, it took over two months before Amazon accepted and finalized our A+ content listings. While this is a process you can absolutely do on your own, depending on your patience and your skill with copywriting, it’s a great task to hire out to a professional (such as me!).
Optimizing product details
Product details are an underutilized feature in Amazon product listings. Optimizing and tweaking the nitpicky details can go a long way toward improving both sales and search results. It ensures that the people who are looking at your products are those who are actually interested, minimizes returns, and helps comparison shoppers to make a more informed decision.
Utilizing analytics to experiment with and refine your product listings
The most successful Amazon product sellers continually evaluate their analytics in order to test and improve their product listings. Diving deep into these graphs and numbers and using data to improve product sales is one of my personal favorite things to do, and if I’m being honest, I’m particularly good at it.
Prior to my work with this company, their sales had been in steady decline. A shrinking birth rate, an influx in inexpensive off-brand products, the death of the independent baby store, and an increasingly oversaturated marketplace took their toll on the business.
I began working with this company just as Covid-19 lockdowns began, and competitor products also struggled with sales.
However, the work we did on the product listings had immediate effects on both traffic and sales. Take a look at these two graphs to get an idea of what we can do for your Amazon business.
Take your Amazon sales to the next level
Whether you love Amazon’s business model or you hate it, as a small, independent manufacturer, there are few better places to showcase your product. Setting up an FBA account to list your products can increase traffic to your own website, increase product awareness, and create a base level of sales that will allow you to work in the marketplaces you prefer.
Does all of this feel overwhelming? Contact me today to talk about how I can help you grow your business. Whether it’s creating and optimizing your Amazon listing or another business strategy and marketing solution, I’m excited to learn what I can do to help you reach your business goals and live the life you want!
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