Your new product has arrived in the Amazon warehouse. Now is the time to follow the Product Launch Checklist and create the perfect listing: title, images, bullet points and product description. Not to forget the back-end search terms.
Optimise Your Listing To Convert And Rank
So your product will sell well and your ranking efforts won't be wasted
We created a Product Launch Checklist for you to quickly verify if your listing 'ticks all the boxes' and is ready to receive reviews, rank and finally sell and make money.
Watch the Webinar recording on the topic:
1. Keyword Research
Find 10 Keywords / Search terms which best fit your product and have a good amount of volume (more than 1000 searches per month). There are several tools that can help with Search Term research like:
‘Betting’ on the right Keywords is an essential strategic decision. It will determine the ranking effort and conversion of your listing. Find a good compromise between volume and relevance.
2. Your Product Listing Title
Create your title with the most relevant Search Term at the beginning.
Tip 1: Use 5 words followed by a dash, then include the rest for your Keywords. That way, your canonical URL will include the first 5 words of your title (otherwise they will be picked randomly)
Example: This seller put a dash after his five most relevant keywords.
If you look up his canonical URL (go to "View Source" in your browser, then search for "canonical") contains all these keywords:
Having a keyword-rich canonical URL helps you with ranking on Google.
Tip 2: Check your title on mobile view. Because titles are shortened on mobile, you might consider adjusting it so it does not cut off in an awkward spot.
Note: more that 50% of shoppers on Amazon use their mobile device!
3. Product Images
Your images are the most relevant conversion elements (next to reviews and title). Here is how to make the most out of them.
Make use of all 7 image slots
Amazon allows you to show 7 images on your listing. Make use of that and upload 7 images. If you uploaded a video of your product, it will show up in the 7th place.
You can upload up to 9 images
Once visitors clicks on one of your images, they can see up to 9 images.
Image size should be square format, 1300 x 1300 pixel. But formats do vary between niches. To be sure, go and check out the images of your top competitors: download them and check the resolution info.
Product Launch Checklist - Image #1
Your first image has to be on white background and should show your product (and what is included) from an interesting perspective.
Make sure it fills the entire frame and minimize the white space around the product.
Product Launch Checklist - Image #2 - #5
Think in terms of a magazine: each of these images should bring across a message about
- A feature / benefit of the product
- Showing how the product is being used (Lifestyle Image)
Product Launch Checklist - Image #6
Show everything included with this product - the "This is what you get" image.
The 'Tech Specs' image.
Feed the those customers who need to see specs and numbers. Show all the dimensions, features and weight of your product. Include a shot of the packaging if you are using premium packaging.
If you uploaded a product video, this image will be replaced by the video. So you'll have to fit this one into the previous 6 slots.
Unless you are very skilled, hire a photographer / designer to create your listing images. Here are some professional photography services:
4. Bullet Points
Tell the story of your product in an emotional way. The goal is to make the customer feel: 'This product will solve my problem'.
5. Product Description
5.1 You Don't Have Brand Registry 2.0
If you don't have Brand Registry, your product description is limited to simple HTML text. No layout, no images.
To make the best of it:
FYI - with the recently launched Amazon IP Accelerator Program, there is a short cut to getting Brand Registry 2.0. Instead of waiting for months to get trademark approval, you are now eligible for Brand Registry as soon as your application is pending! For that, you need to use one of the companies listed on the IP Accelerator service providers page in seller central.
5.2 You Have Brand Registry 2.0
If you have Brand Registry, you have access to Enhanced Brand Content or A+ Content. This gives you a whole different set of options co create a website-like product description with several sections, images, links and more.
Close with a comparison table - the perfect way to feature your other products:
6. Backend Search Terms
Keep track of the Keywords you have included in your title and bullet points. Those which you could not fit in - add them to your backend search terms in the listing editor. Maximum 200 bytes (simple characters) are allowed. To make sure you don't exceed the maximum byte allowance, use a tool like Byte Counter
If you implemented all the previous steps - of the Product Launch Checklist - congratulations! Your listing is now ready to rank and get reviews!
Here are the next steps you need to take in order to generate profitable sales:
7. Getting Initial Reviews
As soon as your listing is in perfect shape, the next step is to get reviews. Which is a tricky part since the average review rate is around 5%, which means you need to get 400 sales to get to 20 reviews. And selling 400 units with no reviews and no ranking is no easy feat. Here is what you can do:
8. Getting Initial Sales
With no reviews and no ranking, getting sales is not easy - the hen and egg problem. Here are some strategies to get initial sales:
Ranking depends on sales and conversion. And conversion rates will only be decent after you reached a minimum number (this number depends on your niche and competition) of (positive) reviews. So as soon as you have reached the critical amount of reviews, you can engage in ranking strategies like:
10. Get Exposure
Amazon loves external traffic. They are one of the biggest spenders on Google Ads. And if you send buyers from outside of Amazon to your listing, the A9 algorithm will take notice and boost your rankings. That's why it makes sense to think outside the 'Amazon box' and consider ways to rank on Google and send traffic from social media and other websites. Here are some ways to do that: