Converting Searches to Sales on Amazon

By Tina Marie Bueno | February 16th, 2016

When you are competing with more than 2 million other Marketplace Sellers, being found by e-shoppers and converting them into sales may seem incredibly challenging on the Amazon platform. Your best strategy is to go back to the basics on your product page and amp your listing with:

  • Informative Product Titles

  • Consumer-oriented Bullet Points

  • Non-duplicated Keywords/Search Terms

Your objective is to garner the attention of the ever growing 44 percent of consumers who initiate their product searches on Amazon. There are definitely other factors which determine where your product shows up (price, sales history, reviews, availability, etc.); however, matching their search terms to your Titles, Descriptions & Keywords goes a long way in improving your visibility in a vast sea of competitors.  

Every Seller who has added a product that does not already exist in Amazon’s catalog surely began with a lot of questions: How many search words can I use? Should I stuff my product Title with keywords? Can I just copy and paste from the manufacturer’s catalog descriptions? Do I use competitor’s names? and so on.  

For each query there are a wide variety of responses; however, I recommend asking yourself this one first, every time, “What would Amazon do or NOT do?”  Take the time to read about Amazon’s Product Detail Page Rules prior to listing a product. Skimming those guidelines means you could miss key details that are best not overlooked. In other words, do your homework; it is worth the time.

Informative Product Titles

Also known as Headlines, product Titles need to be descriptive in a way that consumers know exactly what you are selling. Amazon suggests the following components, in this order:  

The Brand Name + Product Line + Key Feature + Product Type + Color + Size +
Pack Type – Set, or
Bundle or Kit.

For example:

product search

This concise product Title includes all the specific, necessary details: Brand (Galaxy) + Product Line (Glassware) + Size (12-pc) + Pack type (Set).  

What NOT to add in a Title?

  • Your merchant or manufacturer name as the Brand unless that is specifically the approved Private Label name used in your Brand Registry application

  • Prices or promotional messages such as “sale” or “free shipping”

  • Subjective commentary, such as “Hot Item” or “Bestseller”

Skip the Stuffing

There is a new trend of placing as many keywords as possible in the Title with the hope that a product will be found more easily. There is no proof that it works, but it could make for a messy, confusing Headline. Prospective customers may see it as poorly written English. The moment they have questions about your product, is the moment you have lost their attention and inevitably their sale. Title stuffing is unnecessary since there are multiple places to populate the product page with your carefully crafted search term list.

Don’t skimp out either. While Amazon states that Titles can now be up to 200 characters long. But stuffing titles is very different than rich, well-informed ones. Look at the example above again. It is precisely specific and was super easy to find.  

Consumer-oriented Bullet Points

Also known as Key Product Features within the Description tab —

product keywords

they are displayed as bullet points right below the pricing and product variation options such as size and/or color. Keep in mind that all of the content provided in this section can be filled with descriptive features and is also searchable by shoppers.  

Unlike the Title, Bullet Points are your opportunity to include details and more keywords. But make sure that they can be easily understood. Customers rely on these details to understand your key features, so highlight important or distinguishing facts about your product. This is the section where every line can answer the What? When? and Where? customers may have. Some examples may be:

  • What are the exact sizes, dimensions and weight?

  • When is the product used?

  • What is the material it is made from?

  • What is included (batteries, parts, accessories)?

  • Where is the product made?

Unless you can prove it, exclude words like #1, awesome, the best, etc. It will only make buyers suspicious.

Product Descriptions

This section shows up further down the product page, yet all of the words used here are searchable and therefore valuable as well. Take advantage of the Product Description section with expanded details. It is an opportunity to provide something that has not already been stated in the Title or the Bullet Points. How the product is used, maintained, or special instructions also makes for great selling points. Write compelling, honest and accurate details. In fact, Amazon encourages you to do so, “Well-written product descriptions help the customer imagine the experience of owning or handling your product. Put yourself in your customer’s shoes: what would they want to feel, touch, think, want? Incorporating information about the feel, usage and benefits of your product can fire the customer’s imagination. This is as close as you can come to creating an in-store experience.”

Non-duplicated Keywords/Search Terms

product keywords

I recently discovered that the search terms character allotment had increased from 50 to a whopping 1,000 on new product listings, so be sure to use them all. Forget about placing commas or semicolons after each word, just a single space will do. Try to write them in the order a shopper might use when searching. Important tip: NEVER duplicate any keywords used in your Title or Bullet Points. It is wasted, prime real estate because Amazon already uses that information for search relevancy.

Still have space for more search words but used all of the ones on your drafted list? Type into the Amazon search bar the same way you would as a buyer. Augment your list with any new words that appear. Apply words that are important from the consumer’s perspective… think of what you want to know about that product. For example if it is a beauty related product, words that may be applicable are: all natural, non-gmo, FDA approved, not tested on animals, organic, non-toxic, no preservatives, hypoallergenic, alcohol free, made from plant extracts (name those plants).

Next, look up the synonyms for each word you have and those new ones too. I remember helping an Amazon Seller with light switches. I challenged myself to come up with as many possible variations that would fill the search term allotment.  With the assistance of other similar product websites, a Thesaurus, and product reviews; I was successful.

Remember, you can always contact Amazon Support and ask for their ideas too.  

Amazon provides examples of acceptable keywords guidelines…    

product keywords

And not acceptable keywords guidelines…

product keywords

Amazon’s fundamental objective is providing an excellent experience for their shoppers. Your contribution to that cause is to match what customers are searching for to your product effortlessly, so that sales conversion occurs swiftly.   

A Final Tip

Always spell check every word used throughout your detail page – titles, descriptions, search words. Forget about hoping you catch the red squiggly underscore that shows up only as long as your cursor is on the misspelled word or line (example 1).  There is no other misspelled indicator if you continue typing on the next line (example 2).

example 1:product keywords
example 2:   
product keyword

I recommend writing all text in a document file specifically designed to bring incorrectly spelled words to your attention. While you are at it; check your grammar as well. Every effort can make a significant difference in the decision-making process.

 

Tina Marie Bueno
Tina Marie Bueno is a global citizen with an MBA in Int’l Business plus over 20 years of content marketing experience both in the U.S. and overseas.  As iLoveToReview’s Marketing Director, she strives to deliver relevant content to serve Amazon businesses of all sizes.