How to Boost Your Visibility on Amazon: Part 1

April 24, 2015

Marketplaces Laura Lane By Laura Lane

If your products aren’t being seen, they’re not being bought. This is especially true on Amazon. Because most Amazon shoppers begin their shopping journeys through the Amazon search bar, if you’re not appearing in those results, then you’re not reaching your full sales potential.

There isn’t any magic trick or single factor that will automatically propel your listings to the top of Amazon’s search results. There are, however, several key concepts to consider when selling on Amazon.

Don’t forget, if you missed out on our How to Boost Your Visibility on EBay post, there’s still time to catch up!

The Amazon Search Bar

It’s important to understand that Amazon has defined its search mechanics to sell more products and provide a great customer experience. With that in mind, we recommend:

  1. Providing detailed, relevant data in line with Amazon’s structuring
  2. Monitoring competitiveness by product range
  3. Increasing conversion rates
  4. Building strong customer service metrics

If you can achieve these four factors, then this should help your on Amazon’s search. The question is, how do you make that happen? In this blog post, we’ll address how to provide detailed data and help you monitor competitiveness and in a follow-up post, we’ll cover how to increase conversion rates and build strong customer metrics.

Provide Detailed, Relevant Data

If Amazon wants a customer’s search to turn up the products that they want to buy, the product detail page must provide enough data for the keywords to match. Thankfully, Amazon has built a template for sellers to do this. So where to look first?

  • Write logical and relevant titles. Follow key product points in search order: Brand + Product + Material + Colour + Size. Use only keywords that apply to the product itself or to a buyer’s search.
  • Use all five search terms at the SKU level where possible. Use the 50 characters provided, but in the order a buyer would word them. No repetition, no misspellings, no commas. Try to provide at least one exact search term with brand and full product name.
  • Use bullet points to drive search return and Emphasise key selling points and search-friendly phrasing.
  • Fill out the body of your product information in the description. Try to keep the product’s key conversion points at the start. Make sure the description is pertinent to the marketplace itself (rather than copying and pasting data from another source, such as your website).
  • Build out Amazon valid values for your product data in line with Amazon’s category flat files. Make sure the brand is represented, as well as any other applicable values
  • If you think your data is better than what’s already there, let Amazon know. They’ll update to your version if they agree with you.
  • Take note of your customer feedback, especially if the customer believes the item is not as described. It may be worth editing your data to avoid any ambiguity.
  • Contribute more images. Try to have at least four images per product and to give greater detail on the product.

Monitor Competitiveness

In addition to data, Amazon has said it builds its search return results off ‘price, availability, selection and sales history’. If you provide a well-stocked, long-standing, competitively priced variation listing, you should see strong search results from that product. To compete effectively, you should have a good understanding of how well it competes against similar products in the same categories.

There are a number of practices and tools you can use to monitor competitiveness on Amazon:

  • Consider using a repricing tool. As sellers increase their inventory, they tend to find they don’t have the time to consistently monitor pricing levels. A repricing tool can automate pricing changes based on rules and margins you define. For example, the ChannelAdvisor Repricer with Pricewatch constantly listens to Amazon to detect any price changes in products you carry. When it senses a change, it looks at the business rules you’ve created and strategically adjusts your price.
  • Use the ChannelAdvisor software or Amazon Selling Coach (Inventory In Stock Report) to stay on top of inventory management. These tools will provide insight into fast-selling items and let you know to restock before the product falls out of stock and potentially out of the Buy Box.
  • Trial shop your own products for any weak links in the process, from search to conversion. What can you improve? Which competitors do it better (and how)? Then adapt.
  • Build a weekly spreadsheet to report search returns on selected keywords over a number of products. As you make data and pricing changes, monitor your search standing alongside your sales results.

Next we’ll be back with tips on how to improve your Amazon conversions and build strong performance metrics. In the meantime, download our 10 Marketplaces Habits You Need to Break tip sheet for more ways to boost your Amazon success.

Blog post by Nic Dawson, campaign manager, EMEA, at ChannelAdvisor.