Optimising For Search On Amazon

Man holding tablet pc and credit card indoor, Shopping onlineAmazon is the nets largest eCommerce site and offers great opportunities for merchandisers. However, with such stiff competition, gaining visibility in the search results can be difficult, especially for sellers that are new to the platform.

The eCommerce podium actually has a powerful search engine, and can rival Google in terms of performance. The problem new vendors face is the way in which Amazon structure their search results.

The structured data takes into consideration price and availability which is all well and good, but the stumbling block for newbies is sales history. This is judged by customer ratings.

But how do you get customers?

Relevancy factors

Sellers do not have any control over Amazon’s ranking system, but it is possible to optimise your products for the search engine by using relevant keywords, detailed product descriptions and image titling.

The title of your product should include the strongest keywords, just like you do for Google indexing. The title should be strong, but not filled with keywords. Use a copy headline rather than simply naming the product.

Sellers that are new to the site might want to consider offering products at a reduced rate until you build up customer feedback that ranks. Your title would therefore include additional keywords like “cheap”, “discounted” “reduced” or “affordable.”

For example, “Affordable iPhones at Low Prices.”

This type of title, together with the lowered pricing, has more chance of appearing in a visible position in Amazon’s search engine and will attract a click-through rate and generate sales ranking factors that will later enable you to sell your products for the going rate.

IFTTT channel in Amazon Echo

Last week, Amazon added IFTTT (if this, then that) to its Echo service. In an age where consumers are looking for lifestyle hacks, the dandy Alexa voice activation feature could possibly arouse more interest in Echo.

The channel enables you to co-ordinate your Amazon account with dozens of “recipes” such as social media networks like Tumblr and Pinterest whereby you can increase visibility just by speaking into your mobile phones command centre.

And images are vitally important to sales on Amazon’s eCommerce platform. In fact, marketers are strongly advised to follow the company’s image policy to the letter in order to get the most from their user functions.

For starters, make sure uploaded images are 1000×1000 pixels or more. This is the minimum file requirement needed to activate the zoom feature, a handy tool that is proven to increase sales.

If your images are not in line with Amazon guidelines, visual aids will not be effective, whereby it is more difficult to convert. Given Amazon works on a policy of ore sales equals better rankings, if you don’t get your images right you kills sales and subsequently your visibility in search results.

For eCommerce companies, Amazon is a vital cog in your wheel of online success, but it can be a struggle in the early stages. However, the more traffic you can drive to your account, together with optimising product descriptions and offering appealing deals, the more visible you will be in search results and the more conversions you will make.

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