Amazon Listing Optimization (Part 1): Research

In this three-part blog series, we are going to take a deep dive into Amazon listing building and optimization. A lot of people talk about the importance of listing optimization, but hardly anyone talks about the process. Like anything, you need to have a process for building your listings, from the research through implementation.

We are giving you a peek under the hood for how we build listings for our own seven-figure Amazon business as well as our clients’ Amazon businesses. These techniques have helped us scale from $0 in monthly sales to over $100,000 in monthly Amazon sales on our own accounts and our clients’ accounts.

We take a three-step approach to creating product listings. The first is research; the second is building, and the third is quality assurance. I’ll be addressing each step in a separate article.

Part 1: Research, Research, Research

There are three phases of research: (1) target audience; (2) competitors; (3) SEO.

Research Phase 1

In the first phase, you need to research your customers. Learn what they like and don’t like as it relates to your product so that you can tailor your listing copy to their wants and desires (you should also do this in the product research phase). Join Facebook groups related to your product or product niche, read blogs about your product or product niche, or even go to events related to your product.

Once you collect information about your target audience, you should identify what are most common pain points and desires. For example, if you’re selling a clean keto snack, your target customers probably care a lot about the ingredients, not just the carb count. You need to make sure your infographics and listing copy addresses that issue. Using the keto snack example, make a table like the one below to organize the information:

 

Common Needs/Desires:

Common Concerns/Pain Points:

Low Carb & High Fat

Customers don’t like products with lot of artificial ingredients

Reasonable price/value

Too expensive

Variety in type and flavor

 Limited snacking options

 

You can also rank these items to determine where you need to address the benefits or problems in your listing.

 

Research Phase 2

In Phase 2 of your research, you should be researching your competitors to see what they are doing well and where they are coming up short. You should do this on and off Amazon. See what features customers like about your competitors’ products that are also contained in your product and highlight those features. Learn what features you customers don’t like about your competitors’ products and highlight the differences, assuming your product doesn’t contain those negative features or, even better, addresses them. You can perform this research by reading product reviews on Amazon, blog reviews and new articles, product forums, and more.

I highly suggest creating a table to sort and rank the pros and cons of your competitors’ products and how your product addresses them.

While you are researching your competitors, you should keep in mind gathering data for your infographics. You need to use infographics to call out the features, benefits, or pain points your product addresses or solves. You should also use infographics to make sure you don’t acquire customers who don’t want your product. If your product has a feature that turns some people off but is appealing to other customers, make sure you highlight that feature in an infographic. Otherwise, you’ll have people buying your product who don’t want it, and those people are much more likely to leave bad reviews.

Research Phase 3

In Phase 3, you need to do the SEO research to ensure you are including the search terms and phrases in your listings that are relevant to your product. This is the most difficult part and the part most sellers really struggle to get right. You need to look at a lot of different data points to make sure you cover all your bases. I highly suggest using Brand Analytics along with a keyword research tool like Helium 10, Viral Launch, or Jungle Scout.

The first step is to find your top-selling competitors, which you can do with H10’s x-ray tool or brand analytics. Once you’ve found them, you need to look at their conversion rates with brand analytics. If one seller is getting a vast majority of the sales on a keyword, you don’t want to focus your attention on that keyword. On the flip side, if the top-three sellers are splitting less than half the sales on a keyword, that means there is lots of room for you to grab sales.

After you’ve found your top keywords, you need to find long-tail keywords that have low search volume so you can score sales on highly relevant keywords. In addition, at least some of the long-tail keywords you select should contain high volume keyword. For example, keeping with the keto snack example, a long-tail keyword that includes a high-volume keyword would be “best keto snacks for men” because “keto snacks” is a high-volume keyword. As you get sales on “beset keto snacks for men,” Amazon’s algorithm will determine that you are also more relevant for “keto snacks” and “keto snacks for men.” We use this methodology when selecting keywords for launches as well.

 

Once you’ve found all your keywords, you should rank them in order of sales volume and then highlight your most relevant and what you believe will be your highest converting keywords.

 

Now that you’ve got your research organized, you’re ready to move onto Phase 2.

 

To receive an update when parts 2 and 3 of this blog series are published, visit www.thinknectar.com/blog and click “subscribe for updates.”

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