The other day, my seventh-grade son walked into my home office to complain that the strap on his saxophone broke, so he couldn’t play it. You may be thinking what I was thinking: “My gosh, they really do come up with creative ways to get out of practicing!”
However, in this case, the problem really was the torn saxophone strap.
we live in a small town, approximately 45 miles from the nearest music
store. Thankfully, we live only seconds away from Amazon.com! When I
searched on ‘alto saxophone strap’ 18 pages of choices were presented to
me; just two days later, the item arrived on my front porch.
of you can likely relate to this story. It is often more convenient to
order an obscure item online and wait a couple of days, than to plan a
trip to a specialty store. It may even be worth it to wait a couple of
days for more commodity items, if you can avoid planning, driving, and
perusing store shelves.
As a consumer, I love Amazon, and according to the data below—compiled by BloomReach, Inc.
from a survey taken this past Labor Day—I am not alone. Not only are
many consumers happy to shop on Amazon, but more than half of online
shoppers begin their search on Amazon, completely bypassing Google and
Where customers start their product search (Source: State of Amazon 2016, BloomReach)
a shopper, I love finding what I need right away on the Amazon
marketplace. But as a business person, I recognize the challenges that
this trend is introducing for retailers.
Because so many shoppers start their online search on Amazon, being found
on Amazon is your top priority. Experienced Amazon sellers know that
product titles, descriptions, and product features that include
optimized key words provide the best chance of your product being
displayed at the top of Amazon’s search results. But before you can do
this, you need to have your product information complete, organized, and
appealing. Your product information needs to clearly communicate the
story that each product is trying to tell.
Here are some quick tips for organizing your product information for better results on Amazon:
check out Amazon’s guidelines for product titles. When you are writing
your product title, make sure that it includes the most relevant key
words for your product—not only those that shoppers search on, but also
those that most clearly tell your product’s story. Put these first in
your title, with more generic attributes following. This is becoming
increasingly important as users search with mobile devices that may
truncate your product title.
descriptions provide your best opportunity to introduce product
messaging and key words to improve your SEO. However, don’t let the need
for key words trump your ability to tell your product story. You need
to maintain consistency across your channels when describing your
product. As your customers shop around to find the best price and
shipping rates, they need to be presented with consistent messaging
about your product. Find the right balance between your product story
and SEO requirements.
critical when selecting your most important product features. Having a
central store of product information can help you ensure that your
information is correct on the Amazon marketplace and all other sites
where your products are displayed. For Amazon specifically, choose the
most pertinent features that shoppers need to know about to display in
this section. And keep telling the product story with compelling
copy—after all, it is still “above the fold!”
By first determining
the story that you want your product to tell and then following
Amazon’s guidelines for key words and formatting, you can get your
products to the top of those 18 pages of search results on Amazon.com.
Kathryn Zwack, Senior Content Marketing Manager North America, inRiver