Q4 PREP WEBINAR SERIES: AN INSIDE LOOK AT HOW HIGH-VOLUME SELLERS OPTIMIZE THEIR AMAZON LISTINGS
- 1. Q4 PREP WEBINAR SERIES AN INSIDE LOOK AT HOW HIGH-VOLUME SELLERS OPTIMIZE THEIR AMAZON LISTINGS #Q4AmazonListings
- 2. TODAY’S PRESENTERS ABOUT ANDREW MAFF ● Director of Marketing and Operations at Seller’s Choice ● Over a decade in e-commerce marketing ● Helped many sellers scale to well over 8-figures ● Digital strategy expert ● Married & loves a good glass of whiskey (no relation) ABOUT JORDAN TURLEY ● Director of Marketing at Nozani ● Has helped several brands scale Amazon to 7+ figures ● Current Amazon seller that “talks the talk” AND “walks the walk” ● Marketplace strategy expert ● Married, father of two, soccer fan & closet musician #Q4AmazonListings
- 3. STICK AROUND FOR…. Q&A + FREE STUFF #Q4AmazonListings
- 4. YOU’RE IN THE RIGHT PLACE IF YOU’RE... Ready to improve the conversion rate of your listings Looking to “Get to Page 1” Curious about how to structure your listing’s variations Interested in seeing how the big sellers do it Just flat-out awesome! #Q4AmazonListings
- 5. LET’S OPTIMIZE YOUR AMAZON LISTINGS! #Q4AmazonListings
- 6. WHAT WE’LL COVER #Q4AmazonListings Structure Keyword Research Titles Bullet Points Product Descriptions Backend Information Imagery Enhanced Brand/A+ Content
- 7. STRUCTURE - DOs #Q4AmazonListings VARIATIONS ARE KEY! Optimize on the child level
- 8. STRUCTURE - DON’Ts #Q4AmazonListings IT’S NOT A REAL ESTATE GAME!
- 9. KEYWORD RESEARCH - DOs #Q4AmazonListings Use Search Term Report (if available) Use Suggestion Expander Check for volume in Merchant Words Check for revenue of top products Combine all of the data
- 10. KEYWORD RESEARCH - DON’Ts #Q4AmazonListings Bother with plural or hyphens Skip making sure they shouldn’t be negative Skip making sure they are relevant Skip on longtail Stress over being on “Page 1” X X X EXAMPLE: Target: Shark Vacuum Keyword: Shark Possible Result: Shark Toy X X
- 11. TITLE - DOs #Q4AmazonListings Keep it simple Focus on first 50 characters Use adjectives Keep it MAIN keyword friendly Write for the consumer
- 12. TITLE - DOs (CONTINUED) #Q4AmazonListings “Loud Stereo Sound” “Rich Bass” “Perfect for…”
- 13. TITLE - DON’Ts #Q4AmazonListings Keyword stuff Make it too long Have your brand name first*** Write for the algorithm X X X X EXAMPLE: Craig’s Business Bright Red Shirt, Cotton, Slim Fit, Dragon Image, Great For Long Walks on The Beach, Outdoors, Parks, Camping, Goes Well With Pants, Fits Humans and Some Dogs
- 14. BULLET POINT - DOs #Q4AmazonListings Include the most relevant keywords Use short, readable phrases and fragments Limit the length to two lines (~200 characters max) Address the most important features & benefits Clearly explain exactly what comes in the box E.g.: the number of items, batteries, assembly instructions, mounting materials, etc.
- 15. BULLET POINT - DON’Ts #Q4AmazonListings Use complete sentences WRITE IN ALL CAPS (it’s like screaming at everyone) Include emojis, symbols, or special characters Keyword stuff Mention any warranty or guarantee information X X X X X
- 16. PRODUCT DESCRIPTION - DOs #Q4AmazonListings Consumer-centric and informative Bullet points = more readable Addresses all important product features & benefits Simple and straight to the point STILL INDEXED WITH EBC!
- 17. PRODUCT DESCRIPTION - DON’Ts #Q4AmazonListings Have a ton of copy in one paragraph Have information or links directed to your website or other products Keyword stuff Over-do the HTML (against TOS, but not enforced) Have one line of copy X X X X X
- 18. BACKEND INFORMATION -DOs #Q4AmazonListings Platinum keywords are only for Platinum sellers, fill them to be safe Fill out as much info. that you have available The additional info. helps the customer
- 19. BACKEND INFORMATION -DON’Ts #Q4AmazonListings Reuse keywords Skip any information you have Forget to check it went through Use more than 250 characters Use any punctuation to separate search terms X X X X X
- 20. IMAGERY - DOs #Q4AmazonListings HIGH DEFINITION LIFESTYLE IMAGES CALLOUTS INFOGRAPHICS MOBILE-FRIENDLY VIDEO! FIRST IMAGE MUST BE BLANK (MAKE PRODUCT AS BIG AS POSSIBLE) BRAND ALL OTHER IMAGES
- 21. IMAGERY - DOs (CONTINUED) #Q4AmazonListings Infographics are the new bullet points Show your target customer(s) in your lifestyle images
- 22. IMAGERY - DON’Ts #Q4AmazonListings Have a ton of copy Have information directed to your website, phone or email Have small or low definition images Have poor grammar Have limited images X X X X X
- 23. THE TINDER TEST #Q4AmazonListings If your product was on Tinder, would you swipe right based off the main image alone? ❌ ✅
- 24. ENHANCED BRAND/A+ CONTENT - DOs #Q4AmazonListings CUSTOMERS RARELY READ CONTENT! GET VISUAL AND USE LIFESTYLE SHOTS!
- 25. ENHANCED BRAND/A+ CONTENT - DOs (CONT.) #Q4AmazonListings TELL YOUR BRAND STORY DESIGN WITH MOBILE IN MIND EDUCATE AND SHOW DESIRED RESULT VALUE PROPOSITION
- 26. #Q4AmazonListings ENHANCED BRAND/A+ CONTENT - DON’Ts Have a ton of copy Have information directed to your website or other products Have poor quality imagery Have poor grammar Have random stock photos X X X X X
- 27. READY TO OPTIMIZE YOUR AMAZON LISTINGS FOR Q4?! #Q4AmazonListings
- 28. Q&A DOWNLOAD! OPTIMIZED AMAZON LISTINGS TO INCREASE CONVERSIONS AND WIN! bit.ly/ListingEbook 30-Min. Listing Teardown SellersChoice.agency/Giveaway (Password: amazonlistings) @AndrewMaff #Q4AmazonListings Free Listing Analysis Find out why you’re losing customers and how you can increase sales. amazon.nozani.com