Small Business

How to Make Amazon’s Listing Score Rank Higher

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There is no so-called “listing score”, as long as you optimize your listing to the extreme, your listing’s advantages will naturally come into play. A very important point for a perfect listing is to have both aesthetics and searchability. In other words, your product listing should try to include all relevant keywords with high search volume. That is, you should try to embed the product keywords into the content of the listing under the premise of ensuring that the sentence is exquisite. In this way, your listing will appear on the search result page of each keyword, and the exposure of your product will be properly protected.

So far, many new Amazon sellers have never been involved in cross-border e-commerce business before, and they have not paid enough attention to the optimization of listings. Product listings are often plagiarized in text, and pictures are casually photographed. Then put the synthesized listing on the platform and start to wait for the order to be issued.

I don’t deny that some good products can be sold even if the listing is bad, but that is a very small number after all. Don’t always think that you are so lucky. When most buyers see inappropriate listings, they will switch them off and browse. Below we take each module of the listing page as a unit to make a comprehensive analysis and summary of the listing method.

Before listing optimization starts, sellers have a preparatory work to do, that is, to do a good job of keyword collection and research, and build a product keyword database, similar to the following: ↓↓↓

This is the cornerstone of listing optimization, just like the bricks we build a house. It’s a good idea to prepare the bricks before building the house, and prepare the keywords before editing the listing. Don’t just start work without doing any preparatory work, as that will make your listing optimization lose its direction. In the first part of today, we will start with the “picture” part.

1. Picture

Generally, 8 pictures can be placed on the Amazon details page, 1 main picture and 7 sub pictures (only 6 pictures are shown in the sub pictures).

The main image is the one displayed on the search results page. Amazon has strict requirements for the main image. The main image is equivalent to a human face, so it must be properly rendered under the premise of reflecting the true shape. To achieve the best display effect.

The quality of the main image will directly affect the click-through rate. Only when the click-through rate has been improved, will the increase in the conversion rate have a solid foundation. Just imagine, if a product doesn’t even have the chance to be clicked, how can it generate a purchase conversion? So when you are looking for a third-party artist to make pictures, you must first look at the pictures of the other party’s work. One is to observe the level of the artist, and second, you can also examine whether the design style of the artist matches your own products.

After talking about the main picture, let’s talk about the sub-picture. The sub-picture refers to the second to seventh pictures, which are actually similar to the five-point feature. Mainly use pictures to reflect the main advantages and performance of this product. The 6 sub-pictures are generally 3 feature description pictures plus 2 usage scene pictures. Let’s take a look at the picture composition of ETEKCITY, which is a big seller of lamps in the United States.

The first sub-picture mainly shows the size of this outdoor lamp. In the size display, the seller marked two sizes, including the size when the product is in use and the size when it is closed. Moreover, the seller also put the iPhone as a reference to increase the customer’s experience of the size.

The second sub-picture serves as a functional explanation. The purpose is to tell consumers that this outdoor lamp can not only be used outdoors, but also can play a home emergency role in the event of a hurricane power failure.

The third sub-picture is a scene picture showing the scene when the outdoor lamp is used outdoors.

The fourth picture shows the powerful outdoor waterproof function of the outdoor light, which can be used normally even in the rain.

In the fifth sub-picture, the seller uses the main picture Video to display the relevant information of the brand, which is also the display method adopted by most major brands. The picture combination of ETEKCITY can be said to be a perfect set of listing pictures.


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Simple and easy to understand, fresh style, and distinctive features, I think most consumers will feel a little bit stunned after reading it. The above are some basic drawing ideas for product pictures. When the seller communicates with his art artist, he must express his thoughts and thoughts clearly, so that the final picture can be in line with your ideas. The click-through rate and conversion rate of the product can be guaranteed on a basis.

2. Title

If the Amazon A9 algorithm is based on the search algorithm, then the title is the top priority of this algorithm. The keywords embedded in the title are worthy of ranking first in the weight of Amazon’s A9 search algorithm. When a buyer enters a keyword in the search box, the Amazon algorithm will first determine the relevance of the keyword and the product.

Amazon search results will prioritize products that are highly relevant to the title. After buyers see the search results, they will first browse the product title to determine whether the product is what they want. The primary task of Title is to tell consumers directly what you are selling, what are the biggest features and advantages of the product, and what are the attributes of the product.

If the buyer reads your product title but still doesn’t know what your product is, it means that your product title really needs to be revised. ↓↓↓

On the other hand, if the wording of the title is inaccurate, then the click-through rate of your listing will be terrible. Because customers will make a strong misjudgment of your product, and then turn around and leave your listing page.

Amazon’s official requirements for Title are as follows:

1. No illegal words or promotional words, such as Bestseller, free shopping, hot sale, etc., can appear in the title.

2. The first letter of each word must be capitalized, except for prepositions (in, on, with), articles (the, a, an), and conjunctions (and, or).

3. Use words instead of symbols when expressing units, such as inches, ounce, etc.

4. If you need to use numbers, you should directly use Arabic numbers (such as 7/8).

5. The length of the title is limited to 200 characters.

6. Do not display other people’s brand names to avoid infringement.

7. Cannot use symbols, such as ~,! , *, $,? .

Generally, the product titles of big sellers follow a formula, which is:

Title=Brand name+Core keywords+Product attributes+Main features+Variations/Packaging methods. As shown in the figure below: ↓↓↓

It must be emphasized here that before writing a listing, you must establish your own keyword library. These words are best organized into a table and ranked according to the combination of product relevance and search volume, as we said at the beginning of the article.

In addition, those words in the keyword database that have a high click-through rate but are poorly related to conversion rates or less relevant to products must be continuously and accurately rejected. If you do not deny it, the high ACOS of the product advertisement will make you fail.

3. Bullet points

This placement is very important. It is located below the title and to the right of the picture. It is the first place for product display and the first listing module that consumers see. ↓↓↓

Bullet points are not only important for location, but more importantly for its search weight. As we all know, in the filling of keywords on the listing page, the weight is calculated in the following order.

Title>Bullet points>Product description>Background search terms>Others (review, QA, etc.). Due to the limited length of the title, often only a few important main keywords can be filled. So what about other words? Bullet points are the main landfill sites for other keywords.

Before landfilling, we must first establish a product keyword database. This keyword library will be used frequently in future listing maintenance. It can be said that the SEO of your page is good or not, it mainly depends on the breadth and accuracy of this table. So build your keyword library and distribute them in the various modules of the listing according to this method. This is the basic logic of listing optimization and SEO optimization.

The above is one of the functions of Bullet points, that is “searchability”. In addition to this function, Bullet points must also have “function display.” Bullet points are equivalent to the detailed instructions of the product. After the pictures and titles have attracted customers’ footsteps, the role of Bullet points is to give consumers reassurance. Let him understand all the selling points and features of your product through this bullet point, and then generate the desire to place an order.

Bullet points are generally in the form of “functions + selling points + features + guarantee”, and sellers make appropriate adjustments based on their own product features. Sellers generally don’t spend a lot of time understanding your product, so don’t talk about it in Bullet points. Both must be concise and clear, but also complete elaboration.

So this requires you to do the following before writing bullet points:

1. To understand your product in depth, read the product manual in detail, and find the biggest selling point of your product;

2. Do more research on the bad reviews and QA problems of competing products to find the biggest pain points of similar products.

3. You write all these selling points and pain points into bullet points, so that consumers can understand the details of your product most quickly through concise and clear language.

Let’s take a look at how Anker’s five-element description is written. ↓↓↓

This is what a very good bullet point should look like. It succinctly portrays all the excellent features of this anker product, allowing customers to obtain all the product information in a short period of time.

Secondly, this bullet point also gathers many important keywords of the product. ↓↓↓

4. Product Description

Product description is another place to fill up keywords, and it is also a place for sellers to introduce product functions and details in detail. Its location is located in the middle of the listing page and plays a supplementary role to the title and bullet points. Compared with the concise and clear features of Bullet points, Product Description can describe the product in detail.

Taking the US station as an example, the Product Description can be divided into two ways according to whether the seller has filed the brand.

1. Stores without brand registration

Stores that have not registered for the brand cannot use the A+ page function of the product. Without the A+ page, the Product Description section of the product can only be displayed in text.

In this age of advocating fast consumption, few people actually spend time carefully studying what you write. In particular, long-form product descriptions are likely to be skipped by many buyers (except for professional products). But for sellers who do not have A+ permissions, they can only make good use of this feature. That is to put the keywords in your keyword library, especially those keywords that cannot be embedded in title and bullet points, and put them here. This is also an important landfill site for keywords. Since there is no A+ page that prevents you from using the display function, use this search function well.

2. Stores that have registered the brand

Stores registered with the brand can use the A+ page.

A+ page is a product display form with both pictures and texts.

Let’s take a look at the A+ page of Etekcity, a major American lamp seller. ↓↓↓

Does it feel more vivid than the previous product descriptions that only had text? In the first picture on the A+ page, Eteccity used an outdoor camping picture to render the artistic conception, so that customers were brought into the use scene of this product without knowing it. Later, many pictures were added, such as trademark drawing, detail drawing, product instruction drawing, etc., which all described the function and appearance of the product in depth and detail.

These straightforward pictures are very helpful to increase the conversion rate. Because consumers prefer this kind of explanation with pictures and texts rather than boring text descriptions. In the layout of the A+ page, Amazon also provides a lot of templates for sellers to choose.

Sellers don’t need to have professional design experience. Through these templates provided by Amazon backend, they can also design a beautiful A+ page by themselves. The conversion rate of products on the A+ page will be about 5% higher than before. This is the official data released by Amazon.

In fact, with the development of Amazon, the competition is getting fiercer day by day, and the operation competition among sellers is largely a competition of details. Before 2014, sellers could basically place orders after uploading products. A few years later, you have to write the title carefully before you can issue the order. Up to now, even if you have an A+ page, you may not be able to issue orders. The situation is so severe and the competition is so fierce, so sellers must pay attention to details. Do your best to optimize every detail of the product and make every detail reach the extreme, so that the success rate will be more guaranteed.

5. Search Terms

Search Term is another place Amazon provides sellers to fill in keywords. SearchTerm is different from other landfill sites in that it is filled into the seller’s backstage. In other words, only the A9 algorithm can see the SearchTerm you have embedded, and customers cannot see it when they enter from the front desk.

Search Term is a hidden part of the listing page. Before August 2018, Search Term had 5 lines of space to fill, and after August, Amazon made a revision. Up to now, only one line of Search Term remains, and the length is limited to 250 characters or less.

In terms of the editing process of the listing, when you write to the Search Term position, the work of embedding keywords has basically come to an end. Some big words and long tail words should have been embedded in the title, bullet points, and description. As for the words that really cannot be embedded, they can be embedded in Search Term.

However, among Amazon’s search weights, Search Terms keyword weight rankings are relatively low, and this position has become more and more useless. Many sellers even gave up filling in this column.

6. Video

There are two main locations for the video on the listing page. One is on the main picture, which is the main picture Video.

But this function has also changed a lot. Previously, this was only for sellers who had completed brand registration, and sellers who had not completed brand registration could not use this function. But now this function can no longer upload by itself, and the upload channel of the seller’s backstage has been closed.

If the seller wants to upload the main picture video, only through the investment manager or use the VC account to upload. Another Video display location is the Related Videos module in the middle of the listing page. ↓↓

Video sellers here can directly use the buyer account that comes with their store and click the “Up your video” button to upload. Of course, the premise is that your buyer account is eligible for review (the buyer’s account annual consumption is more than $50). Compared with pictures, videos can introduce the seller’s products more intuitively and in detail, especially for some products with higher technical content, which is especially important.

There are many ways to shoot video. Sellers with insufficient funds can try to shoot by themselves. Judging from the current resolution of mobile phones, the effect of the video produced is still acceptable. Conditional sellers, of course, can look for professional video service providers for video production.

This is the end of the optimization series of product listing articles, I hope it can be helpful to you.


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My name is Nancy and I am a professional SaaS marketer. I have been in the e-commerce and advertising industry for 15 years. I have excellent Facebook/Google advertising experience and have helped many Shopify and Amazon sellers successfully conduct product research.

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