Unable to find your product listing on the search result page? This is a common problem most Amazon sellers face, and to be honest, 70% of your customers are only going to buy products they see first.
Most customers do not click past the first page and are going to make their choice from products ranking on the first page of the search results.
This is why optimizing your Amazon product page is important to gain visibility and drive sales. In this article, we’re going to share reasons why your products don’t rank and the best practices for Amazon product page optimization.
Why Your Amazon Product Listing is Not Showing Up in Search Results
Now, there are one of five reasons why your product listing is not showing up in the search results.
1. Poor Conversion Rate and Sales Velocity
Amazon’s A9 algorithm highly rewards product listings with a high conversion rate and sales velocity.
These are two factors Amazon takes into account when ranking product listings. As a result, if your product listing has a low conversion and sales velocity rate, it is less likely to appear in the search results.
2. Product Relevance
Another big factor Amazon’s A9 algorithm takes into account is product relevancy.
This covers the content of a product listing, including keywords, titles, descriptions, and bullet points that are relevant to the user’s search intent.
So, if your product listing isn’t relevant to a given search term, your product will not appear in the search results.
3. Your Product is Not Indexed
Most times, when your listing doesn’t show up in the search results, it could be that your product is not indexed.
This can be a result of some error or missing details in your listing, which will cause Amazon to prevent it from showing up in the search results.
4. Hidden Image Suppression
Another reason why your listing might appear in the search results is that you might have hidden image suppression.
If your product image crosses the pixel length, it may cause your listing to not be found in search results through organic search.
5. Account health
An additional factor that affects the visibility and ranking of your product listing in the search results is poor account health.
Several metrics measure your account health, including order defect rate, cancellation rate, customer reviews, and shipping performance.
Once these metrics are low, your product listing will be suppressed in the search results or not show up at all.
Best Practices for Amazon Product Page Optimization
Now, there are best practices to ensure your product page is well-optimized and appears in the search results.
Here are five Amazon product page optimization tips and best practices to improve your product visibility:
1. Optimize Your Product Title
Your product title is the most important part of your product detail page. It is what Amazon’s A9 algorithm uses to identify and match your product with the given item buyers are looking to buy when they search.
In other words, optimizing your product title simply means making it relevant to the buyer’s intent.
You want to make sure your title is descriptive and that it provides relevant information that gets them to click and buy.
Here’s a simple template you can use to craft a compelling and relevant product title:
[Brand] [Keyword] [Feature] [Material] [Product type] [Color] [Size]
While this template may not apply to every product, it’s just to give you an idea of how to write an optimized title.
If you sell edible products, you can also add the flavor and packaging. Just make sure your product title provides concise details about your product.
Avoid being too descriptive as you don’t want to exceed the character limits. Most categories have a limit of 200 characters, while some allow even fewer characters.
2. Craft Compelling A+ Content
According to Amazon, A+ content boosts the overall sales of a product by 8% to 20%. The A+ content of your product listing includes rich media elements such as:
Product images
The quality of your images is what attracts buyers to click and purchase your product. It helps them evaluate your product and also has a huge impact on your product performance.
You want to use high-quality images with at least 720 dpi and a size of 2000 x 2000 pixels. Make sure it doesn’t cross the pixel length so your product doesn’t get suppressed in the search results.
You want to also add at least 5-6 images and a video that highlights key features of your product, as sometimes the features are not visible on the main image.
Description
Your product description is where customers head to after they’ve clicked on your product.
This is a great way to reiterate the features and benefits of your products so customers can buy them.
You want to take the time to elaborate more on your product features and benefits. Amazon allows you to type in 2000 characters, which is about 300 words.
So, you can provide more details about your product, include bullet points that emphasize its value, and integrate relevant keywords to help your page rank better.
Comparison charts
Including comparison charts in your product detail page can help differentiate your product from others in the search results.
Most times, customers searching for products on Amazon may not have time to dig deep through categories to compare products.
They can easily scroll down to compare similar items right below the description to make a choice.
Q&A (Question and answer) modules
Including a FAQ section in your product detail page is like a final nudge to convert customers.
This allows you to handle any objection a customer might have about your products, helping them in their buying decisions.
3. Leverage Customer Reviews
Customers are always looking for reasons to justify their decisions; including reviews on your product detail page can help them with this.
Avoid fake reviews, as Amazon has been cracking down on accounts with fake reviews and suspending them.
You want to leverage authentic reviews from already existing customers.
You can also encourage your existing customers to share video testimonials.
This will help customers feel confident in their purchasing decisions.
4. Backend search terms
Inserting backend keywords can increase your product discoverability.
These are extra specific keywords that you insert in the backend of your product page. They are not visible to customers and play a vital role in helping your product rank.
It allows you to index more keywords of up to 500 characters (between 87 and 167 words) to enhance crawlability.
5. Use the Amazon A/B testing tool
Optimizing your product detail page and SEO is one of the many ways to increase your product listing performance.
You could also use the Amazon A/B testing tool to continuously analyze your product page and boost its visibility and sales.
Use Amazon’s Manage Your Experiments feature inside Seller Central to test variations of your product’s A+ content and provide data-backed insights to help you optimize your product detail page and drive more sales.
Conclusion
Amazon product page optimization is an ongoing process that requires continuous improvement. By optimizing product page details like titles, descriptions, bullet points, images, customer reviews, and Q&A modules, you can create listings that not only rank well but also convert shoppers.
By leveraging backend keywords and using the Amazon A/B test tool, you can improve your product’s visibility and overall performance.