It’s no secret Amazon is a massive, crowded marketplace, with hundreds of millions of shoppers browsing their site each month. That’s because Amazon has managed to create an incredibly sophisticated platform, with a built-in audience that’s always ready to buy.
But regardless if you’re a burgeoning brand or an established ecommerce seller, when customers can quickly locate and review your products on Amazon, your company is sure to stand out in a sea of competitors. By making an effort to clean up and take control of your Amazon listings, you can actively monitor your inventory, respond to issues, and provide superior customer service. But first, let’s start with understanding what a product listing is and why it’s a key component of driving sales.
What is a product listing?
A product listing is a dedicated webpage for each product that is listed for sale online by a seller. This is a key component in the e-commerce buying journey as this page serves as the “first impression” for people who are interested in purchasing a product. In a marketplace like Amazon, creating the right product page can be the differentiator between someone buying your product or a competitor’s.
What are Amazon product listings?
An Amazon listing usually includes all relevant product information such as name, description, price, pictures, and reviews.
A well-optimized Amazon product listing can help a product stand out from other similar items, build credibility, and drive sales. It’s very important for sellers to get Amazon product listings right as it plays a big part in the customer’s decision to buy a product or not.
What To Include In An Amazon Product Listing?
Amazon product listings consist of six key features or components: title, images, description, features, reviews, and ratings. When these elements are properly utilized, they can help brands really stand out within the bustling Amazon marketplace.
- Product Title
A product title is often the first thing a potential buyer notices about your listing, which is why it’s so important your title is well-crafted to grab their attention. Amazon allows up to 200 characters per title for most product categories, but 100 to 150 characters will likely be your sweet spot to allow for the best customer experience.
- Product Photos
It might go without saying, but your product images need to be high-quality if you hope to convert browsers into buyers. Amazon’s top sellers tend to include five to eight images in their listings, though six images seems to be a happy medium that informs (rather than overwhelms) the customers visiting your page.
- Product Description
The best product descriptions blend creativity with keyword optimization to improve your rankings and drive conversions. These descriptions can have a huge effect on a shopper’s perception of your product(s), and can convince them why they need to buy from your brand and not pursue whatever a competitor is offering.
- Product Features
Product features typically appear as bullet points, which are much simpler and easier to read than large blocks of text. Most shops stick to around five bullet points per product, as a way to really hone in on its greatest attributes or assets. You’re also encouraged to include those unique elements that distinguish your product from similar sellers.
- Product Reviews
Since the majority of online shoppers rely on customer reviews, it’s necessary for you to gather honest opinions about your product’s pricing, value, and so on. When someone is interested in purchasing from your store, Amazon product reviews can have a powerful impact on whether or not they complete the transaction.
- Star Ratings
A product’s reviews go hand-in-hand with its ratings; essentially, the more reviews you have, the higher your ratings. If an item lands within the range of four to five stars, it’s safe to say that particular product is performing well.
But if an item falls below four stars, there are definitely ways to improve your product data and metrics. All you need to do is look for patterns within your negative reviews, and come up with a solution to the product flaws or defects your customers are complaining about.