Amazon is the world’s largest and most competitive e-commerce site. Gaining visibility for any given search on Amazon requires beating the millions of other products that Amazon might list ahead of yours. The product description you write should  be concise, appealing, and informative and use the language that buyers are likely to use when they search.

Here are some specific pointers for developing high-value content that improves your Amazon SEO and hopefully drive more sales on Amazon.

Content that Communicates

Start your e-commerce product description with succinct information about the product. Make the features and benefits easy to read by using bullets to highlight what problem the product solves.  The content should be complete enough that the buyer is left with no questions about the benefit of a purchase. TBe sure you research the intended audience and use the same phraseology that they are likely to use in search for the content.

Follow Amazon’s Lead

Amazon will tell you their definition of good content. If they give you 500 characters you should use as many as possible (without going over). Amazon will guide you to build facets, bullets and load images. Amazon’s content guidelines can be found in the eZdia Marketplace Content Guide.

Craft Enticing Titles Using Your Keywords

The keyword is the strategy behind the content. Keywords are designed to boost the page’s Amazon SEO value and use the phrases that buyers use when searching for your product. Consider using the Google keyword tool to optimize your keywords for Amazon SEO. Don’t forget to incorporate keywords throughout the text for SEO-friendly product descriptions. Remember that Amazon is a transactional site and keywords should focus on non-branded transactional phrases.

Use Images in Your Product Description Design

A picture adds visual interest and gives the most precise understanding of a product. It’s worth it to invest in professional photos that clearly show your product from several angles to provide the buyer a better understanding of what to expect from their purchase. Images reinforce your e-commerce content writing and enhance the look of your page. Follow these tips to improve search rankings for all your Amazon product descriptions.

Make it Unique

If you sell the same product on other marketplaces consider customizing the content for the marketplace. No eCommerce site likes to post duplicative content because it offers no SEO strength. Instead every site wants content that is customized to the site, it’s buyers and its search algorithm’s requirements.

Reviews

Amazon values what your customers think. Driving up the review count (especially if they are positive reviews) helps improve a product’s Amazon search rankings, but encouraging a customer to review a product requires both effort and art. Effort because asking for a review is often a manual extra effort and art because the trick is to ask for reviews only from your happiest customers. If you can identify repeat customers for example, the chances of getting a good review is higher than a first time customer.

Amazon is the world’s largest online retailer and an exciting place to expand your business. With its user-friendly interface and step-by-step guide, Amazon makes it easy to list products as a third party seller. Despite the simplicity of the listing process, it helps to understand how to get the maximum possible leverage from your Amazon listings. eZdia works on behalf of large- and small-scale e-commerce companies helping research, setup and optimize Amazon product listings. Here are a few of our helpful tips to build a strong foundation that will promote your brand & will help to sell more on amazon.

Become a Professional Seller

Amazon has different classes of sellers. Amazon Professional Seller status is preferable to an Individual Seller if you plan to list more than 40 items for sale. Professional Sellers typically have a higher monthly cost in exchange for lower transaction fees.

Professional Sellers will want to register their brands with Amazon in order to ensure maximum control of the product content and how it’s presented on the site.

Buy Box: The Secret Formula

The Buy Box is a reward given to vendors by Amazon.  The Buy Box distinction is Amazon’s pick for the best choice of vendor when multiple vendors exist for the same product. Factors that go into winning the Buy Box can range from Reviews to Vendor performance scores to price and availability.The competition to become a high-rated Buy Box seller can be fierce.

Fulfillment by Amazon (FBA)

This is Amazon’s contract warehouse service that owns the inventory management and shipping. For a fee Amazon manages placing inventory close to customers plus all the pick, pack and ship services inclusive of returns. We know that participation in the FBA program also helps a vendor’s status for any given search or for achieving Buy Box status. Placing your inventory in Amazon’s care typically helps sell more on Amazon.

Product Description and Images

A product description on Amazon is the equivalent of the product’s sales person on constant standby to persuade customers into a purchase. Incorrect information leads to negative feedback and returns, which can lower your relative ranking. Amazon allows up to 2,000 characters in the product description. This enables you to highlight the product’s top features and address likely objections.

Images are important and Amazon allows for multiple images and videos to fully demonstrate your product. At least one image needs to be on a plain white background and should measure at least 1,000 pixels wide.

Mastering the Amazon Keyword Tool

Keywords are fundamental to optimizing your content strategy for your Amazon listings. For example, the product title should contain the keyword that is both relevant for the product and also a popular search phrase. Words should not be repeated but employing a breadth of similar words works well on Amazon. Amazon allows up to 500 characters in the product name and it’s advisable to include the most important keywords in the product name. Amazon suggests including a description, the brand, product line, material, color, size, and quantity.

Discounts and Pricing

Discounts are an excellent way to convert potential buyers and build a strong relationship. Providing product discounts in exchange for a review can improve your rankings and helps to sell more on amazon. In turn, your offer may be featured on the “Hot Deals” or “New and Noteworthy” pages, driving additional traffic to your products.

Amazon provides an amazing platform to expand your business as long as you know how to use it to your advantage.

As you know, the Amazon marketplace is hugely competitive, so anything that gives you an advantage over the competition has to be worth a shot. While every seller has access to the regular Amazon detail pages, only brands who sign up for Amazon’s Brand Registry get to create A+ Detail Pages.

So, what exactly is an Amazon A+ Detail Page?

Well, it’s essentially an enhanced detail or product page with fewer restrictions on formatting, style, and content types than standard pages. If you use an A+ page, you can include images right in the description, comparison tables, line breaks, formatted text, and more. It lets you show the consumer more and helps you to stand out from the crowd.

What Are the Benefits of an Amazon A+ Page?

Well, with over 2 million sellers on Amazon and more appearing every day, competition is fierce, so you need to give consumers a reason to buy from you. A single paragraph and a few bullets don’t give you much room to be creative or to stand out amongst all of your competitors. With an A+ page, you can really showcase your product and your brand, giving you a significantly higher opportunity to catch a customer’s attention and convert them into buyers. According to Amazon, sellers utilizing A+ pages experience an increase in sales of up to 10%.

A+ Detail Page content can also be made to be easy to skim, so readers can get a sense of all the key product details at a glance. You create this skimmable, user-friendly look by creating bullet lists and breaking up the text into small, manageable chunks interspersed with colorful images. You can also make use of videos and HD photography to show your product at its very best.

How to Create Great Amazon A+ Detail Pages

Once you’re approved on the Brand Registry, you have two options. You can select the self-service module which gives you full creative control, or you can go with the Amazon Builds module. If you go with Amazon Builds, it’ll cost you significantly more and, although Amazon chooses the layout and placements, you’re still responsible for providing them with all imagery and content.

1. Combine Text, Color, and Images

Create rich, compelling content that really shows off your product, but don’t confront your readers with huge blocks of text. Instead, make use of the A+ modules and break your copy up into smaller chunks interspersed with color, images, and white space. Add videos, HD photos, and informative text snippets.

2. Highlight Key Features and Benefits

Make sure your product copy expresses all the key features and their associated benefits. Combining benefits with features delivers crucial info about the product and elicits an emotional response from the consumer, encouraging them to buy because they can see how the product fulfills a need or solves a problem for them. Where possible, back up your copy with photos or videos of the features and benefits you’re discussing. Seeing a product used in a real-world scenario can clearly illustrate a point for a buyer and can create a stronger level of engagement that’s more likely to lead to a sale.

3. Use Different Elements

Using banners and headers break up content and let customers quickly find the section they’re most interested in. Banners can also help to add a pop of color and provide an extra opportunity to add brand style, font, or logo. Create more interest by including charts and tables and to provide detailed information for your customers.

A+ Page by eZdia

Mistakes to Avoid When Creating A+ Pages

Whether you go for the self-service or built for you option, Amazon A+ Pages have strict criteria, and a rigorous approval process, so if you don’t meet their quality and requirements guidelines, they won’t approve your page.

1. Don’t include prohibited elements, including:
   1. Trademark symbols
   2. Links to other websites
   3. Business contact information
   4. Shipping information
   5. Other sellers
2. Don’t use low-quality images
3. Don’t use third-party quotes, such as quotes from customer reviews
4. Don’t use the same image more than once
5. Don’t use plagiarized content
6. Don’t submit weak content that contains fluff or errors

Taking full advantage of Amazon A+ Detail Pages lets you showcase your products in a way that many of your competitors can’t. For first-party sellers, A+ pages are powerful selling tools, but you’ve got to optimize them properly for the best results. To find out how we can help you with content creation and creative design for your A+ pages, contact us today for a no-obligation chat or request a call back by visiting the link below.