Whether selling online or selling in real life, the way you present your product matters. Your Amazon products need to stand out, your customer has to be able to connect to the product and see themselves using the product.
In a store this is easy; attractive displays, demo items, and helpful sales staff can be on hand to help a customer make a confident decision, but how do you create this same customer confidence with your Amazon listings? Ultimately you want to give your customer the same fun, easy, stress-free shopping experience but without all the in-store tools.
Amazon listing optimization is a challenging thing to do in general, but it is even more challenging, (and also important) to get this right when you are expanding into different EU markets. A great way to improve your Amazon listing is to use a local listing optimization provider, let’s talk about what that means and why it is important to your success.
What Are The Key Elements Of Any Amazon Product Listing?
- Product Title & Price
- Bullet Points
- Reviews and Ratings
Each of these elements plays an important role in engaging your customers, but the first thing they are likely to see during a product search is your product title and your product’s price. In fact, in a normal search, they will see over 50 Amazon Product titles, so you need to stand out! Using Amazon SEO keywords is vital.
5 Best Ways to Optimize Your Amazon EU listing
#1 Different markets, with different regional languages, will have different SEO keywords. Using professional translation services can help you to access language-specific keywords in different markets.
A product title should be more than just the product’s name or brand, (though these should definitely be included), but also make sure to include things like product color, size, and type.
The product title should not exceed 200 characters in most cases. To properly check character allowances, review the backend listing. Hover over the small question mark to find the proper character allowances for your specific category and niche.
Try to use 1-2 power words that are within terms of service and the style guides. Only the first 60 characters appear on the initial search page so pay special attention to them. These should be your most important keywords for your product.
Pro Tip: Mobile view should be heavily considered when creating your Amazon listing title. Place packs at the start of the title, but after the brand name. This will ensure a customer can see how many of each product they are getting in their purchase.
Another important bit of information that shows up during an initial Amazon search is the amazon products list with price. Both its ‘Manufacture Suggested Price’ and its ‘Sale Price’ are featured. You, as the seller, get to choose both of these numbers, so it can be a good way to convince potential customers that they are getting a good deal when they purchase your product.
Often different countries will have different price points for products. You don’t want to price yourself out of the local market! Do your research!
#2 The next element of your Amazon SEO listing we’ll look at are the bullet points. Think of the bullet points as your sales associate. This is where you point out all of your product’s features, options, and details. The readability and prominence of the bullet points make them an even more important element than the description. Be specific and succinct, and make sure to include those important Amazon SEO keywords here as well. Put your product’s most important feature first, and its most unique selling factor first to stand out well against your competition. Continue in order of importance in case your customer stops reading after one or two points.
Pro Tip: Use known sales copy methods in your bullet points to evict action in your buyer. Imaginative statements will help the customer visualize what life will be like once they solve their problem by purchasing your product.
#3 Hire us here at YLT Translations for your Amazon listing for experience working with various native languages in the region you are expanding to. Language is nuanced and customers will be able to tell easily if you make an error.
This is also true for the product description. This is where you fill in as much information as you can, but wherein you can take advantage of storytelling to help reaffirm why the customer needs your product to solve their pain points.
What does your customer need to know about your product? How can this product solve their problem, or improve their life? Use phrases that appeal to their emotions and try to make the product real to them. Make sure not to make false promises though. Over promising might get you a sale, but it will also get you a bad review so be careful!
#4 Now it’s time to talk about images. Your Amazon product listing images are the only way your potential customers can actually see your product so they are extremely important.
Amazon’s rules for images are very specific and you must make sure to follow them. For a detailed overview see this Amazon image requirement link.
Images should be high resolution, but no more than 10,000 pixels. They must feature the product on its own against a white background. No additional branding, no logos or writing allowed in the photo, other than what appears on the product itself. 85% of the image must contain the product, the rest is the background.
In order to show off your product make sure to upload a minimum of 7 photos. They should show the product from the side, top, and back, and from multiple angles. Do your best to show your customer as much of the product as you can. These images are the best way to capture your customer’s imagination and make the sale, so if you can afford it, it’s always worth it to hire a professional photographer.
#5 As you expand into different EU markets you may want to have a local listing optimization writer monitor and respond to your Reviews and Ratings. This extra touch will go a long way in creating a great customer experience.
Ratings and reviews and the lifeblood of any Amazon product listing, good reviews and ratings will attract more buyers and bad ones will scare them away. While you don’t write the reviews it is a good idea to keep an eye on what your customers are saying so that you can address any concerns or shortcomings as soon as possible. This will help keep your ratings (and your sales) up!
Just remember your Amazon listing is never complete. You should be actively reviewing and updating your listing in different phases of the trajectory of your sales. Don’t forget to update your backend search terms, and of course, be sure to implement a solid PPC strategy. Be prepared to modify and improve based on sales data and customer feedback.
In order to ensure you’re entering a new EU market with a professional listing, it’s best to use an Amazon translation service provider like YLT Translations.
Now that you know the most important features of an Amazon Product Listing and what you need to know when entering a new market, it’s time to get selling!