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The Million Dollar Case Study
Session #11 Crafting an Optimized Amazon Listing
Journey to $1mil - 100% for CharityMarch 1st, 2017
Jungle Snugs Update!!!
We got some samples of our packaging in the post
Today we will cover
▸ The anatomy of a product listing ▸ Keyword Research ▸ Product listing copywriting tips▸ NEW: Enhanced Brand Content
Why Your Product Listing Is Important
▸ Your listing is your “shop window”▸ Every element of your listing needs to help
shoppers make buying decisions▸ A poor product listing means leaving money
on the table▸ Optimized listings = More sales & more
profits
The Anatomy of an Amazon Product Listing
There are 4 key elements: 1. Product Title2. Product Photography3. Product Description4. Product Features
** And also reviews, which we will cover in next week's session on product launches
How Important Is Each Element?
JungleScout.com/grader
Splitly Case Study Results
Correlation between high conversions (sales) and more information occurred across all elements of the Amazon product listing.
Create A Listing in Amazon Seller Central
As your product is Private Label, you will need to create a brand new listing
Create A Listing in Amazon Seller Central
Create A Listing in Amazon Seller Central
When you select a category, you’ve made it. Now your listing is created and you can start to work on adding all of your content, images and information
Product Listing Hack: Get your main keyword in the URL
1. Type your main keywords into ‘product name’ You can leave out the brand name and include non-branded terms with high search volumes
2. Add your brand name in the manufacturer and brand name field in the vital info tab (you can change this later)
3. Save & finish (no other additional information)
4. Check back in a day to see if Amazon saved your listing with the main keywords in the URL
Amazon SEO & Keyword Research – Optimizing your listing
Keyword research is important to:▸ Identify the key terms people are searching for to find products like yours▸ Identify key terms that your competitors are ranking for, and generating sales
from▸ To figure out any other related keywords that you may not have thought of▸ Ultimately, to get your product listing to rank well in the Amazon search
results (and other search engines, too!)
Amazon’s A9 Algorithm
Amazon’s search algorithm is crucial to their business model, as it seeks to provide shoppers with exactly what they are looking for, to increase sales.
It will look at many factors including:▸ Degree of text match▸ Price▸ Availability▸ Sales history
How Do I Find Which Keywords To Use?
Use free and paid tools to discover keywords:
For search volumes and other metrics: ▸ Google KW Planner▸ Ahrefs KW Explorer▸ Moz KW Explorer▸ Keywordtool.io
For further ideas and semantic keywords:
▸ LSI graph▸ Ubersuggest
Jungle Snugs – Baby Hooded Towel Keyword Research
“Hooded baby towels”
“Baby towels”
“Baby washcloth”
“Baby towel set”
“Hooded towel for kids”
“Baby poncho”
“Toddler bathrobe”
Keyword Research: Use the Jungle Scout Niche Hunter
1. Enter a keyword into the Niche Hunter
2. Get lots of keyword ideas
3. See Average Units Sold, Competition and Listing Quality Scores for different keywords
USE COMPETITOR LISTINGS TO INFORM YOUR KEYWORD
RESEARCH
Overview: Keyword Research Top Tips
1. Keep a logical record of your findings, you will need to return to this at several points in the future
2. Use a mixture of tools that show you search volumes and give you new related keyword ideas
3. Make notes in your document of what your top keywords (to use in your title) and tertiary keywords (to be used in your features and description)
4. If you are unsure whether a specific keyword is relevant, do a search on Amazon and see what comes up.
5. Use your competitor's listings to see what keywords they are targeting!
The Don’ts Of Amazon SEO
Here’s what you SHOULD NOT do with your keywords: ▸ Do NOT include your competitors brand name in your listing▸ Do NOT include any misleading keywords▸ Do NOT keyword stuff (or in Amazon’s words, “provide redundant information”)▸ Do NOT use punctuation in the keywords section in Seller Central
The DO’s of Amazon SEO
▸ DO extensive keyword research, and remember, things change, repeat this process occasionally
▸ DO keep a document with all of your keyword research▸ DO enter your top keywords in all areas of your listing, including: title, features,
description, image file name and in the search terms▸ DO keep it balanced – it’s important to include keywords but you also need to remember
that real human shoppers need to understand your listing too
Product Listing Writing Tips
Product Listing Writing Tips
Product Title: ▸ Put your brand name in your title▸ Include some features in your title▸ Include keywords but keep it human friendly
Product Features (Bullets):▸ Try long-form vs short-form features (you could split test this)▸ Include guarantees, convey quality▸ How will the product features solve a problem, or change the
customer’s lives?
Product Listing Writing Tips
Product Description:▸ Don’t assume shoppers won’t read it▸ Utilize capital letters to highlight features▸ Add powerful taglines▸ Give your product a narrative▸ Use descriptive language: robust, elegant, smooth, beautiful,
strong
NEW: Enhanced Brand Content
▸ A new way to get images and HTML text formatting into your product description
▸ For brand registered products only
▸ You MUST always still fill in your description and features the normal way too
NEW: Enhanced Brand Content
Easy to create within Seller Central
Benefits?
● Make your listing content more visual & easier to scan● Section product information into logical sections with headers● Add images!
NEW: Enhanced Brand Content
Pitfalls? ▸ You need to fill out your product content the usual way too, to ensure your listings
keywords can be found by Amazon, Google and other search engines▸ EBC content is approved by humans at Amazon (so you can get away with less)▸ Can take a few days to get approved▸ You NEED high quality engaging images and infographics
Q&A
My Listing Is Ready – What Next? When you launch you are going to want to employ some tactics to gather product reviews and to increase sales velocity to help improve your BSR.
Tune in next week for Session #12 Wed May 10th at 8p ET / 5p PT – Launching your product!
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