Competition between sellers on Amazon’s selling platform is ramping up, and 2022 is set to be the biggest year yet for the e-commerce giant. With yearly growth figures reported to be in excess of 40% year on year for several years in a row, and with 90% of UK consumers having made at least one purchase from Amazon, if you have a product you need to get into the hands of your target market, then it really is the only place you should be investing your time and money. Your competitors already know this, and to get the edge, you’ll need to optimise your products better. We’ve collected 4 quick tips to get you started on your journey towards dominating your competitors.
Have a better image gallery
Amazon force you to use a fairly standard lead image. This is the image that appears in their search results. It should be about 80% white space, with the product floating in the middle of a perfect aspect ratio square.
However, with your other images you can get far more creative, and that variety will be rewarded by Amazon’s algorithm and see you out perform your competitors.
Try and use images that show:
- The product in use by the end user
- The product in it’s original packaging (how the buyer will first see the product when they open the shipping box and packing material)
- The product size and dimensions, preferably in reference to a human silhouette
- The product overlaid with product specifications highlighting key features and benefits
Steal competitor keywords
The keywords that are working for the existing best sellers are the ones you probably want to go for. How you uncover these is fairly straightforward. Find the best selling competitor items in your category by Amazon Sales Rank and note down the keywords they’re using in their product titles and description.
Additionally, you can use a reverse ASIN tool to pull the keywords competitor products are ranking for, or consultant a specialist amazon agency like Arthia in the UK for help with content strategies.
Get Better Reviews
Frequency, quality and volume of reviews (and whether they’re positive or negative) have an impact on your positioning in Amazon search results. Pulling together a strategy for increasing your ability to get those reviews needed be stressful. Consider these easy techniques:
- Use the direct feedback button in the product order backend report – “Request a Review”
- Place something inside your product packaging that asks politely for the buyer to log in an leave a review
- Join an Amazon run programme for gaining reviews like Vine or Early Reviewer
Write Superior Product Descriptions
Beyond simply using your new found competitor keywords, your descriptions will win out over the competition by focusing on providing the right information for your target consumers.
This means moving towards a style of writing whereby you describe the benefits of buying and using your product, not just outlining its features. For instance, a toaster that toasts bread faster than competitor product will save the consumer time in the mornings. That’s a benefit, not just a feature.
Amazon give you 2000 characters to create your product descriptions – that’s plenty of space for you to write, and you can save space (and make your descriptions more end-user friendly) by using bullet points and icons rather than writing long sentences or blocks of text.