Amazon, like Google and Bing, is also a search engine. If a brand or seller wants to establish themselves on Amazon, they cannot achieve this by simply spending money on Amazon ads. It is essential to have a few things to boost eCommerce sales. Many sellers might not pay much attention to these amazon must-haves; however, you can get a competitive advantage over them if you follow them. Below is the must-haves or the Amazon Hygiene checklist which can guarantee increase in your sales.
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Table of Contents
Title
- The product title must be at least 150 characters long.
- Ensure that the first 70 to 100 characters are optimized heavily.
- Include important keywords of your brand and category
Title optimisation example
- Product to optimize: https://www.amazon.com/Braun-Electric-Precision-Rechargeable-Cordless/dp/B07XD5T8MN
- Visible title on search page: Braun Electric Razor for Men, Series 9 9390cc, Precision Beard Trimmer, Rechargeable, Cordless, Wet & Dry
- Complete Title: Braun Electric Razor for Men, Series 9 9390cc, Precision Beard Trimmer, Rechargeable, Cordless, Wet & Dry Foil Shaver, Clean & Charge Station & Leather Travel Case, Silver
- Product Keywords: electric razor, for men, beard trimmer, rechargeable, coreless, wet & dry
- Bestseller 1 in the category: Philips Norelco OneBlade Hybrid Electric Trimmer and Shaver, Frustration Free Packaging, QP2520/90
- Bestseller 2 in the category: Andis 17220 Pro Foil Lithium Plus Titanium Foil Shaver, Cord/Cordless, Copper
- Bestseller 3 in the category: Remington F5-5800 Foil Shaver, Men’s Electric Razor, Electric Shaver, Black
- Competitor Keywords: hybrid, electric trimmer, shaver, foil shaver, cord/cordless, electric razor, electric shaver, men
New Suggested Title: Braun Men’s Foil Shaver, Electric Trimmer, Cordless rechargeable Razor, Wet & Dry, Series 9 9390cc with charge station and leather travel case.
Bullet Points
Bullet points form a part of your description on the product page.
- Ensure that you have at least five bullet points
- The bullet points must highlight the benefits of the product clearly.
- Bullet points must include the right keywords for the brand and category
Ideal format
- BENEFIT: how the product helps in solving the problem to get the benefit
Bullet point optimisation example
| B07FDXPTNP✅✅ | B07S2628R9 ❌❌ |
| 18 POWER LEVELS: Quickly choose your desired power from 100W to 1800W in 100W increments(long press for 300W); 1800W power to meet your various cooking needs; simmer, deep fry, boil, sauté, sear, steam, slow cook and grill with ease. | Portable stovetop appliance for cooking meals when a full range is not available |
| 17 PRESET TEMPERATURE LEVELS: Adjustable temperature ranging from 140°F (60°C) to 460°F (238°C); can be set in 20°F increments(long press for 60°F); sensitive large touch buttons for enhanced usability. | Safety features including pause, overheat protection, and voltage warning |
| WIDE APPLICATIONS & PORTABLE: The cooktop surface measures a diameter of 6.7in (17cm) to fit frying pans with a diameter of 3.9-8.6in (10-22cm); ensures a large and uniform heated area; compact and lightweight with a thickness of just 2.3in (6cm) for easy transport and storage; suitable for areas with limited space use. | Glass panel stovetop for easy cleaning |
| LONG 3-HOUR TIMER & SAFETY LOCK: Press “+” or “-” button to set the timer in 1-minute increments (long press for 10 min ; overheating protection, child lock and rounded edges for ultimate safety. | Requires induction-compatible cookware such as cast aluminum, enameled iron or steel, cast iron, or magnetic-bottom stainless steel |
| WEAR RESISTANCE & EASY MAINTENANCE: Premium glass surface ensures excellent wear resistance and easy cleaning after use. | Perfect for small spaces without full stovetops such as RVs, cabins, studio apartments or other areas that require food prep |
| LED display with cooking function controls including pre-set cooking controls, power settings from 200-1800 watts and 3-hour timer |
How to Change Bullet Points on Amazon
- To edit backend keywords, go to Inventory > Manage Inventory
- Click on “Edit” in line with the product you want to change the keywords for.
- Go under the “Description” Tab and change/add bullet points
Backend Keywords
These are the most important keywords on which your listing will rank organically. Based on your category and product add these keywords in the listing settings. For platinum keywords keep the generic keyword and if it is a brand which gets a lot of sales from the brand term then put brand + generic keyword.
How to Change Product Keywords on Amazon
- To edit backend keywords, go to Inventory > Manage Inventory
- Click on “Edit” in line with the product you want to change the keywords for.
- Go under “Keywords” tab and change the keywords
Images
Images are very crucial to impact your CTR (click through rate) and hence your product ranking. The first image must be on a white background and have the product in focus. The next few images can be a mix of lifestyle images, product angles, benefits and more. Ensure that you add at least seven images to your product. Adding a video will also help you boost conversion rate if that option is available for you.
Ideal Images in An Amazon Listing
- Image with White Background
- Image in a different Angle
- Benefits of the product
- Lifestyle Image
- Benefits of the product
- Lifestyle Image
- People also bought
- Video about the product
A+ Content
A+ Content or Enhanced brand content is a great way to increase conversion rate and capture your page traffic. A+ Content is the detailed product description which has images, FAQs, Comparisions, videos, etc and appears in the second fold of an Amazon product page. It is a great way to show why your brand is better than others and what is your unique selling proposition (USP).
Below is an example of the Apple iMac Product Listing on Amazon
Different A+ Modules are available based on which program you have joined in with Amazon. Example – Amazon Launchpad sellers have different templates than others.
How To Edit/Add A+ Content or Enhanced Brand Content (EBC) on Amazon
- Go to Advertising tab on Amazon Seller Central
- Click on Enhanced Brand Content/ A+ Content Manager
- Select which product you want to make the A+ for
- On the top right, click on “Create A+ Content.”
- Put in a content field name for internal reference
- Select module based on your requirement
- Fill in images and text in the selected modules
Product & Seller Rating on Amazon
Product and seller ratings are highly crucial to making any sales on Amazon. If the seller or product rating is below 3.5, then it becomes very difficult for customers to trust the seller or the product and hence they would not buy any products from this seller. Hence it is suggested that all sellers must try to keep their ratings 3.5 or above.
Rating Checklist
- Product Rating Must be above 3.5
- Seller Rating Must be above 70%
- Number of reviews on product page must be at least 100
- The first three reviews must always be positive
However, maintaining reviews on Amazon can be a challenge especially with the platform restrictions.
Here is an article on how you can increase Amazon sales with the help of Influencer Marketing
Customer Questions & Answers
These are questions asked by the customers on the product listing page and are majorly the doubts they might have about the product, like size, fit, usage, stock, etc. The users asking these questions are most likely to convert if they are satisfied with the answers. Hence the seller must ensure that these questions are checked daily and customer doubts are catered to. Once a pool of questions is formed, new customers might not ask the same questions but will check how the previous ones were answered.
How to Answer Customer Questions
Answer the direct question first
Add how your product can help them
Add how your brand is better than others
Example
Q: Do you have S size available?
A1: Yes
A2: Yes, we do have an S size available, so please go ahead and order it. However, if you find any problems with fitting, don’t worry as we have a 30-day return policy.
Answer 1 is short and crisp; however, answer 2 reassures the users by addressing their doubts. The user would likely be more willing to buy the product by reading answer two than answer one.
FBA Stock
Delivery time is what matters the most to users these days. Pizza being delivered in under thirty minutes is no longer a novelty and the basic requirement for all brands. Hence it is essential to have stock in FBA (fulfilled by amazon) to reach the buyer faster.
Apart from reaching the buyer faster, it also adds the “prime” tag on the products which increases the trust of buyers on the product and also improves conversion rate.
If FBA is something which a seller cannot achieve, there are other options which they can explore from turning their own warehouse into prime or working with third party sellers
Alternatives to FBA
- Third-party sellers: These sellers are amazon third-party sellers who are somehow related to Amazon Services or Amazon itself. By working with these sellers, one can increase their business faster; however, the margins are also higher than the amazon margins. Thrasio, Cloudtail, are a few of these third-party sellers.
- Amazon Flex: This Amazon program helps convert the seller’s warehouse into an Amazon warehouse. The Amazon team would do a few checks about the seller’s warehouse and its infrastructure, procedure, etc. If wen well, they would give the seller a prime tag. However, this also comes with additional charges per shipment
Bestseller/ Amazon’s Choice tag
The bestseller or amazon’s choice tags are a great way to boost CTR (click-through rate) of your product from the search page. These tags are assigned based on Amazon’s algorithms. The bestseller tag is usually given to the fastest mover under the category it is listed in, whereas amazon’s choice tag is based on reviews, engagement, sales, etc. While it is difficult to get Amazon’s Choice tag, the bestseller tag can still be obtained if you are one of the top sellers in your category.
How to Get a Bestseller Tag on Amazon
- Ensure that you are one of the top sellers in your category. A category rank of 2 to 20 might help you achieve the bestseller tag.
- Change the product category (browse node) to another category which closely relates to your product, but there are very few sellers in that category or you can be a bestseller in that category
Example
The above product is an “apple cider vinegar” but is listed under “therapeutic skincare” because of which the product has a bestseller tag
How to Change product category/ browse node of a product on amazon
- Go to Inventory > Manage Inventory > Click on Edit for the product you want to change this for
- Under Vital Info tab > Check “recommended browse node” option
- Choose the most appropriate one for your product
Pricing & Deals
Product pricing plays a very important role in the customer’s mind. It not only plays a financial role but also a psychological one. Apart from the basic slash down prices, using amazon promotions like the deal of the day, lightning deals, coupons, etc., can add urgency to the consumer’s mind and also improve discoverability and visibility of the product via these properties.
- Amazon Promotions
- Lightning Deals
- Deal of the Day
- Money Off Coupon
- Buy X Get Y Free
These are a few ways in which one can improve sales on Amazon. Check out this article to understand the ideal business strategy for a new D2C (direct to consumer) business.