22 November 2016

Getting Your Product Story to the Top of Amazon’s Pages of Results

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.

Unfortunately, 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.

Many 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 Yahoo.

Where customers begin product search
Where customers start their product search (Source: State of Amazon 2016, BloomReach)

As 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:

Product Titles
First, 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.

Product Descriptions
Product 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.

Product Features
Consistency is 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