In this article, we have covered
Amazon Product Listing Optimization: This involves the creation, optimization, and maintenance of product listings on Amazon. It includes tasks such as writing compelling product titles and descriptions, selecting relevant keywords, setting competitive prices, and managing inventory.
Brand Store Optimization: Amazon Brand Stores are custom multipage websites created by sellers to showcase their brand and products. Brand store operations involve designing, building, and maintaining these stores to provide a branded and cohesive shopping experience for customers.
A+ Content: A+ Content (formerly known as Enhanced Brand Content) allows brand owners to enhance their product descriptions with multimedia elements such as images and additional text. This feature is designed to provide customers with a more informative and engaging shopping experience.
In short,
Amazon Product Listing Optimization
Misleading Titles: Avoid using titles that misrepresent the product.
Keyword Neglect: Include relevant and high-performing keywords; don't underestimate the impact of keyword optimization.
Image and Video Quality: Ensure high-resolution, accurate product images and videos; Avoid using images that are offensive, misleading, blurry, or violate Amazon's image guidelines.
Incomplete Descriptions: Provide clear and detailed product descriptions; avoid vagueness.
Pricing Ignorance: Regularly assess and adjust pricing to stay competitive.
Review Neglect: Address customer reviews promptly, whether positive or negative, to maintain a positive reputation.
Policy Violation: Strictly adhere to Amazon policies to avoid penalties or potential delisting.
Variation Confusion: Clearly list variations with accurate information (such as different colors or sizes), ensure that each variation has its own clear and distinct listing.
Formatting Issues: Avoid all caps or excessive symbols; adhere to Amazon's style guidelines for a professional appearance.
Shipping Clarity: Clearly communicate shipping times and fulfillment methods for customer transparency.
Brand Store Optimization
Simplify Navigation: Avoid complex structures to enhance user experience. Keep it simple and intuitive to help customers easily find the information they're looking for.
Prioritize Mobile Optimization: Ensure a seamless experience on various devices.
Maintain Brand Consistency: Maintain consistency in visual elements, messaging, and branding throughout your store.
Optimize Loading Speed: Heavy graphics or excessive media can slow down your store's loading speed.
Highlight Key Products: Don't bury important products or information deep within the store where customers may not easily find them.
Balance Graphics and Text: While visuals are essential, don't rely solely on graphics without supporting them with clear and concise text.
Avoid Information Overload: Focus on highlighting key features, benefits, and product details without overloading the pages with unnecessary content.
Clarify Calls-to-Action: Clearly guide visitors with effective calls-to-action.
Utilize Analytics: Regularly analyze performance for continuous improvement, check the metric Unit session percentage.
Conduct A/B Testing: Test changes to optimize for the best results.
A+ Content
Adhere to Policies: Ensure A+ Content complies with Amazon guidelines. Avoid using prohibited content, including offensive material, inappropriate images, or misleading claims.
Overuse Formatting: While A+ Content allows for rich formatting options, avoid overusing bold text, italics, or other formatting features excessively. Maintain a clean and professional look to enhance readability.
Optimize for Mobile: Prioritize mobile-friendly design for broader accessibility.
Watch Loading Speed: Optimize images for quick loading to enhance user experience.
Avoid Clutter: Present relevant information without overwhelming the page. Keep it focused, relevant, and easy to digest for the reader.
Use High-Quality Images: Maintain clear and engaging visuals for a positive impression.
Maintain Brand Consistency: Align A+ Content with overall brand image for coherence.
Craft Compelling Headlines: Capture attention with impactful and clear headlines.
Avoid Jargon Overload: Communicate features without excessive technical language. Strive for clarity in your communication.
Regular Updates: Keep A+ Content current to reflect changes accurately.
#1. Amazon Product Listing Optimization
Finding the right product to sell on Amazon is key to finding success on the site. But even if you’re selling the perfect, high-demand product, an optimized Amazon product listing is what’s going to drive sales and take your business to the next level.
However, for many, that optimization is no easy task; whether they’re experienced sellers or not, the majority said that they find creating an optimized listing challenging.
So, to help sellers understand how to build the best possible listing, we’re analyzing factors that affect them.
Writing an optimized Amazon product title
The product title is so important because its keywords tell Amazon’s A9 algorithm exactly what your product is, and whether or not the item is what your buyers are looking for. In other words, it’s all about relevancy.
Amazon allows up to 200 characters for most categories, so our recommendation is to use as much of that real estate as possible!
Let’s take a look at the product to determine the effectiveness of its title.
As you can see, the title is short and unclear, there is only one image, and the only bullet point is the same as the title. This seller is missing many opportunities to optimize this listing with compelling copy, relevant keywords, and eye-catching images.
Here’s an example of how we would write this product title:
KCHEX 30” x 36” Disposable Pet Housebreaking Pads (100-Pack) Potty Training Mats for Puppy, Adult Dogs – Crate Liner Underpads for Small, Medium, Large, and XL Pets
When writing your title, make sure to include:
The product quantity
Product size
Important product features
Who the product is for
When writing your title, make sure you’re not repeating any keywords as they don’t increase the value placed on the keyword. Moreover, as they note in their Terms of Service, keywords are matched to customer search queries using full or partial keyword overlap.
Writing optimized Amazon bullet points
After writing an optimized title, your next step is to focus on your bullet points, or key product features, in the backend of your Amazon detail page.
Amazon allows up to five bullet points and we suggest you use all of that space, as it is more opportunity to include relevant keywords and provide compelling details about your product.
Tips for writing great Amazon bullet points:
Point out the main feature or benefit in the first part of the bullet
Follow through with a more detailed explanation
Write about the product’s main feature and how it will benefit the customer
Explain how your product helps solve the customer’s problem
Include important product information such as quantity, sizing, colors, and materials
Write compelling copy to convince the potential customer they need this product
Don’t just say your product is higher quality, prove why it is
Writing optimized Amazon product descriptions
The product description is located further down the product detail page and allows for additional space to speak about your product.
For this section, it is best to reiterate the features and benefits you wrote about in the bullet points, but in more detail, as you are allowed up to 2,000 characters in the description.
Adding a copy to the product description is still important as you can add relevant keywords and give your customers more details about your product and brand.
If you enrolled in the Brand Registry program, you’re able to create what’s called an A+ Content Description. This will replace your current description and you can add customized templates, large images, and more.
The right keywords (and how to find them) to make your listing rank
When it comes to keywords for our Amazon product listing, we need to think about their search volume relevance.
With respect to relevance, we want the keywords in our titles to match the words shoppers use when searching for our type of product. This enables us to build a listing indexed for the keywords people use the most.
How to find good keywords
The best way to find the right keywords for your product listing is by using a tool like Helium 10.
With Helium 10, we can either search for keywords using seed keywords - Magnet tool, or we can fetch keywords using our ASINs (Amazon Standardized Identification Number) - Cerebro tool.
Not only will Helium 10 show us which keywords have the highest search volume and are ranking well for the product, it will also assign a relevancy score and estimated advertising costs to each keyword.
Once we’ve determined which keywords have the highest search volume we can start building our Amazon product listing.
Tips for writing effective Amazon product listing titles:
Prioritize your main keywords at the front of your product title and address the main product benefits and features in a concise manner.
If there are multiple uses or customer niches for your product and they can be included in your product title — add them. That will increase the likelihood of your product appearing in customer search queries.
Use Helium 10 to find relevant keywords for your product. You can look for keywords based on the type of product you’re selling, or you can look for the keywords your competitor uses with a reverse-ASIN lookup.
Selecting the right product images for your Amazon listing:
Whereas your product title gets your item in front of potential customers, and your bullet points help sell your product, it’s your product photography — specifically, your main image — that will get those shoppers to click through Amazon’s search results to your actual listing.
Image requirements
Listings that are missing a main image will not appear in search or browse until you fix the listing. Choose images that are clear, information-rich, and attractive.
Take a close-up of the actual product, to give the potential customer a better idea of how it works, the type of material used, and the craftsmanship.
It would also be helpful to show potential buyers what it looks like from different angles. Because shoppers can’t determine any of this information from the two pictures on the listing, it’s extremely likely that they’ll move on to a competitor with more descriptive photos.
We also recommend creating infographics and lifestyle images to point out specific features and show the product in action.
Images must meet the following requirements:
Images must accurately represent the product that is for sale.
Images must match the product title.
Product must fill at least 85% of the image.
The optimal zoom experience for detail pages requires files to be 1600px or larger on the longest side. Zoom has been shown to help enhance sales. If you are unable to meet this requirement, the smallest your file can be for zoom is 1000px, and the smallest your file can be for the site is 500px.
Images must not exceed 10,000px on the longest side.
Images must be JPEG (.jpg or .jpeg), TIFF (.tif), PNG(.png), or GIF (.gif) file formats. JPEG is preferred. Our servers do not support animated .gifs.
Images must not be blurry, pixelated, or have jagged edges.
Images must not contain nudity or be sexually suggestive. Leotards, underwear, and swimwear for kids and baby must not be shown on a human model.
Images must not include any Amazon logos or trademarks, or variations, modifications or anything confusingly similar to Amazon’s logos and trademarks. This includes, but is not limited to, any words or logos with the terms AMAZON, PRIME, ALEXA, or the Amazon Smile design.
Images must not include any badges used on Amazon, or variations, modifications or anything confusingly similar to such badges. This includes, but is not limited to, “Amazon’s Choice,” “Premium Choice,” “Amazon Alexa,” “Works with Amazon Alexa,” “Best seller,” or “Top seller”. Refer to trademark usage guidelines for more details.
Amazon product photography tips for your listing:
Amazon allows you to upload seven images (six, plus your main photo); we strongly recommend using all seven slots. Even if you have a simple product, show the product at different angles, including packaging, close-ups, lifestyle shots, explanatory graphics, etc.
Make sure your image is at least 1000 pixels on the longest side, as that’s what enables the hover-to-zoom function. It’s an extremely helpful feature that allows customers to get a better sense of your product quality. And this can increase your conversions.
Use images to help explain your product to those who won’t take the time to read your product description. Think of your customers’ biggest objections and/or questions, and address them in a graphic.
Split test your main image to see which generates more clicks and conversions.
Getting positive Amazon product reviews
After optimizing your title and images, you’ll need to focus on getting great Amazon product reviews. And because positive feedback from previous customers helps new shoppers understand the value of your product, getting good ratings early on is key.
Here are a few things to help you get those all-important reviews:
Make a good product! This one might seem like a no-brainer, but if you create a quality product that fixes the flaws and pain points of your competitors’ products, you’ll receive fewer negative reviews.
Let Amazon take the wheel. Amazon sends a follow-up email requesting a review after the sale is made.
Hit the ‘Request a Review’ button. Amazon allows you to send a one-time request for a review straight from your ‘Order’ page.
As the listing gains more (positive) reviews, it helps our Best Seller Rank increase as potential customers are influenced by the social proof they see from previous customers.
#2. Content and design checklist for Stores
Use this checklist to help to create engaging and effective customer experiences in your Store. These steps are based on Stores Content Guidelines and Acceptance Policies and design best practices and insights. This checklist is for informational purposes only and all Stores shall be subject all times to the guidelines and policies set forth in the Stores Content Guidelines and Acceptance Policies. If you’d like a refresher, visit the course Get the most from your Store: Store content and design guidelines.
#3. How to Create Amazon A+ Content
To succeed on Amazon, it’s no secret that you need to stand out from the competition. Taking advantage of the many tools and features Amazon provides its sellers is a great way to constantly improve your product listings and increase sales.
One of the most effective features is the ability to create Amazon A+ content descriptions. Designed to catch your attention, A+ pages can help you increase your conversions, brand awareness, and overall sales.
What is Amazon A+ Content?
Amazon A+ Content is a unique tool inside Seller Central that allows brand owners to create beautifully designed Amazon product descriptions for their Amazon listings.
Formally known as Enhanced Brand Content, A+ content is available for brand-registered third-party sellers and all vendors. This premium content feature is currently free to create.
Without it, you are limited to 2,000 characters and cannot add any imagery or graphics to the content. And no one wants to read a large block of boring text!
Where does A+ Content appear on Amazon?
A+ Content appears under the Product Description section on a product detail page. When you create A+ content, it replaces the regular text product description.
What does Amazon A+ Content look like?
Amazon A+ Content can be customized to look however you want. You’re able to add images, large infographics, and descriptive text throughout. Below is the sample A+ Content
Brand Story Feature
With this newly launched feature, you can stand out from the competition and connect with your customers by telling your unique brand story. You can now highlight key elements of your brand and showcase other products in your brand without needing to repurpose any of your existing A+ modules. The Brand Story feature creates a section that is separate from your product features in a dedicated slot of the detail page called, ‘From the brand’.
What is Premium Amazon A+ Content?
In a nutshell, Premium A+ Content is, well, a premium version of the A+ content available to Brand Registered sellers. An option that was usually only available to Vendors or through Amazon Launchpad is now available for free for third-party sellers on Seller Central (if you meet the criteria).
Premium A+ Content, sometimes called A++, includes more interactive content features, larger images, enhanced comparison charts, carousel modules, and even video modules. Compared to the basic A+ Content, it is a huge step up.
What are the eligibility criteria for Premium A+?
To be eligible to use Premium A+ Content, you must meet the following criteria:
All of the ASINs in your catalog must contain a published A+ Brand Story
You must have at least 15 A+ Content project submissions in “Approved” status within the past 12 months
If you meet those criteria, you can access Premium A+ Content for free in Seller Central.
During the current promotional period, Premium A+ Content is free, but Amazon may charge a fee to use this feature in the future. Any A++ Content you publish during this promotion will stay live even if Amazon decides to charge a fee.
Features of Premium A+ Content
What features are included in Premium A+ Content that is not included in the Basic A+ Content?
Interactive hover hotspot modules
Multiple video modules
Enhanced comparison charts
Larger images on the detail page
Carousel modules
Q&A module
Benefits of Amazon A+ Content
Creating A+ Content for your listings is not only useful for specific products but for your brand overall. Your products will stand out among your competitors with rich text and images that help connect potential customers with your brand’s story.
Increase your conversion rate up to 3%-10%:
According to a study conducted by Amazon, the average conversion rate increase when utilizing an A+ Content description is 5.6%.
Say 10 out of every 100 people who visit your product listing convert. That means the conversion rate for your basic non-A+ listing is 10% (which is good, by the way). Switching to an A+ Content listing (and using the 5.6% average increase in conversions mentioned above) leads to a new conversion rate of 15.6%.
In other words, with A+ Content, you’re converting an extra five to six people out of every 100. That’s huge!
Higher conversion = More sales = Increased ranking — with the same amount of traffic
These specialized Amazon product descriptions are great for your best-selling and higher-traffic products but will not necessarily be a quick fix for your slow-moving ASINs. It may help brand-new listings to convert better when accompanied by a good PPC strategy.
A higher converting listing combined with an optimized PPC campaign will result in a lower ACoS (Advertising cost of sale), a metric that helps measure how efficient your campaigns are.
Reduce returns and negative reviews
A+ Content also gives you an opportunity to talk about your product in much greater detail, and adding images and infographics to your description will give customers a better understanding of what your product is, how it works, and how it will benefit them.
By providing these specific features, benefits, and specs of your product, you’re helping customers make more informed purchasing decisions, which hopefully will lead to fewer returns and negative reviews.
Pair it with a good review strategy, and you’ll hopefully be on your way to more positive reviews.
Show off your product in amazing detail with customizable modules
Amazon allows you to add many images and modules to your description that really help you stand out from the crowd. The 17 various module options (shown below in the “How to create your new A+ Content” section) allow you to show off your product from every angle possible.
This is a great time to get creative with your graphics to keep shoppers engaged in your content.
Tell your brand story
This type of specialized content gives you an opportunity to not only sell the customer on your product but on your brand as well. Grow brand awareness by educating customers on your products, your story, and why they should buy from you.
Coming across as a real brand that people can trust can help you build a loyal customer base to encourage repeat business.
Easier on the eyes
By creating Amazon product descriptions using A+ content, you’ll help consumers digest your listing details with its easy-to-read format and images, keeping them from scrolling too quickly through the information you’re using to convince them to buy.
Who is eligible to create Amazon A+ Content?
In order to take advantage of A+ Content, your brand needs to be registered under Amazon’s Brand Registry Program.
Eligibility Requirements:
Brands must have a registered and active text (word mark) or image-based trademark (design mark). This trademark must also appear on your products or packaging.
Brand Registry applications must be submitted by trademark owners.
Enroll your brand.
For more information, please visit Amazon’s eligibility page.
If all of your information is approved by Amazon, then you are ready to start creating Amazon product descriptions using A+ Content for the enrolled brand. And best of all, this feature is free!
Note: When creating a new product listing, make sure the brand name you enter matches EXACTLY how it is enrolled in brand registry.
How to create Amazon A+ Content
Once you’ve completed the registration process, you can begin creating your A+ content.
Step 1:
In seller central, hover over Advertising > A+ Content Manager.
Step 2:
Click ‘Start creating A+ content’.
On the next page, you’ll be able to select the type of A+ Content you would like to create. You have the option to create a basic “Enhanced Product Description” or a “Brand Story.”
With Basic enhanced content, Amazon states you can add up to 5 modules to your A+ Content (though it still allows you to add 7).
With a Brand Story, you have the ability to tell your brand’s story across all your brand registered products on Amazon. You can add both a “Brand Story” and an “Enhanced Product Description.” The Brand Story section will appear above your basic A+ Content.
Step 3:
Add content name and language.
For this example, we’re going to create a Basic A+ Content description.
Step 4:
Then, click ‘Add Module’.
Step 5:
Choose your modules.
You are allowed to add up to seven modules for your A+ content. Here is my preferred layout:
Module 1: Logo
Module 2: Image Header With Text – Large 970 x 600 pixel image that talks about the brand, product etc. You can also add in text below the image to talk more about brand story
Module 3: Standard Image & Dark Text Overlay – Create a 970 x 300 pixel banner graphic that stands out (text box is optional)
Module 4: Standard Single Image & Specs Detail – Add one 300 x 300 pixel image and important product info/specs
Module 5: Standard Single Left Image – Talk about main feature or benefit. You can add one 300 x 300 pixel image and text
Module 6: Standard Single Left Image – Talk about the second main feature or benefit. You can add one 300 x 300 pixel image and text
Module 7: Standard Three Images & Text – This is a great spot to talk about other features or benefits of your product
We like this layout because the images and text flow well; it’s easy-to-read and doesn’t look crowded, especially if you have a lot of features and benefits to talk about. Of course, this is just my preference, you can do whatever looks best for your brand.
You can choose a right side image, four-image quadrant, multi-image module, and more. Customize however you’d like!
Note: The comparison chart is great if you have other products in your brand. The best part is, you can link directly to those product listings.
Step 5:
Apply to your ASIN(s).
Step 6:
Review and submit for approval.
Before you start writing your content, refer to Amazon’s A+ Content Guidelines to ensure you do not violate any of their terms. If you include information that is not allowed, it will delay the approval process, which can take up to seven days.
Do not include any special characters such as trademark or copyright symbols
Do not include any language such as guarantee, best-selling product, etc.
Proofread before submitting and make sure there are no spelling errors
Do not mention your competitors or another brand name
Do not repeat a word too many times
Make sure image resolution is clear.
Do not include any links or references to your own website.
Image size requirements to keep in mind:
Logo: 600 x 180 Pixels
Banner: 970 x 300 Pixels
Comparison Chart: 150 x 300 Pixels
Four-Image & Text Module: 220 x 220 Pixels
Four-Image Quadrant: 135 x 135 Pixels
All others: 300 x 300
Make sure to check each module before you create any images.
After you create your content, the next step is to apply ASINs. After you choose which ASIN(s) this A+ page is going to be applied to, you will need to submit it for approval.
Again, this process can take up to seven days and if something is incorrect, you will have to fix the error and resubmit your listing for approval.
Manage A+ Content
Edit Content
You can manage the ASINs associated with the content directly from the Content details page.
Click ‘Edit’ in top right corner.
Check the boxes to select the ASINs/variations to manage the association with content.
Click ‘Remove’ in the top right corner to remove the ASIN from the content.
You can duplicate existing content to create new content more easily by clicking ‘Actions,’ then ‘Duplicate’. All content will be copied into the new version including module layout. Next you need to provide a new name for the duplicated content.
Click ‘Suspend’ to remove the A+ Content from appearing on the detail page.
Create Language Variations
You can create a new language variation for other languages that customers use in a marketplace. For instance, because many customers in the United States choose to shop in Spanish rather than English, you can create a language variation for Spanish in the United States. This step copies your content and applied ASINs as drafts that you can use to add translated content.
You will be able to individually review and submit these drafts later.
On the content details page, you can select one of the available contents to localize. Once done, go to the Related content tab and click the ‘Create language variation’ button. There will be a prompt to select one or more available languages. Select applicable language variations and click ‘Create‘. This step creates language variations of content within a marketplace
How to fully optimize your Amazon A+ Content
Normally, when we think about optimizing a listing, we think of keywords. However, when it comes to A+ content, keywords (or indexing) work a little differently.
For now, we’ll review the other ways you can optimize your content, and we’ll go into more detail about indexing below.
Provide unique and relevant product information: By providing as much information as possible, you are limiting the number of returns and negative feedback. Include your unique selling proposition (USP) to help differentiate your product from the competition.
Make the content easy to consume: Stay away from large paragraphs, confusing language, unknown abbreviations, etc. Keep it informative but short and to the point. Include the most important information in your images so shoppers can quickly scan through the listing to find what is important to them.
Answer common questions posted on your listing/reviews/feedback or competitors listings: Find out what customers are asking about regarding your specific type of product. If people are asking questions, it means that info is hard to find or not included in your competitors’ listings. Make sure you address those questions and/or concerns with your content.
Alt-image keywords: Amazon now requires you to add keywords to each image in your A+ content. These are not indexed in Amazon but will be indexed by Google. The image keywords are also used for screen reader applications for visually impaired customers.
Take a look at the competition and see how you can make yours better: Blow your competition out of the water! Think their A+ content looks good? Great, make yours even better. Show potential customers why YOUR brand is superior to your competitors.
Creating great images & infographics: Great images sell products. Combining text within your images that include specific product info, specs, or features can be very beneficial for converting visitors into buyers.
This is a great opportunity to provide amazing visuals so your customers can picture what the product will look like in real life. If graphic design isn’t your thing, we recommend hiring a professional to ensure your listing is the best it can possibly be.
On the content details page, you can select one of the available contents to localize. Once done, go to the Related content tab and click the ‘Create language variation’ button. There will be a prompt to select one or more available languages. Select applicable language variations and click ‘Create‘. This step creates language variations of content within a marketplace
How to fully optimize your Amazon A+ Content
Normally, when we think about optimizing a listing, we think of keywords. However, when it comes to A+ content, keywords (or indexing) work a little differently.
For now, we’ll review the other ways you can optimize your content, and we’ll go into more detail about indexing below.
Provide unique and relevant product information: By providing as much information as possible, you are limiting the number of returns and negative feedback. Include your unique selling proposition (USP) to help differentiate your product from the competition.
Make the content easy to consume: Stay away from large paragraphs, confusing language, unknown abbreviations, etc. Keep it informative but short and to the point. Include the most important information in your images so shoppers can quickly scan through the listing to find what is important to them.
Answer common questions posted on your listing/reviews/feedback or competitors listings: Find out what customers are asking about regarding your specific type of product. If people are asking questions, it means that info is hard to find or not included in your competitors’ listings. Make sure you address those questions and/or concerns with your content.
Alt-image keywords: Amazon now requires you to add keywords to each image in your A+ content. These are not indexed in Amazon but will be indexed by Google. The image keywords are also used for screen reader applications for visually impaired customers.
Take a look at the competition and see how you can make yours better: Blow your competition out of the water! Think their A+ content looks good? Great, make yours even better. Show potential customers why YOUR brand is superior to your competitors.
Creating great images & infographics: Great images sell products. Combining text within your images that include specific product info, specs, or features can be very beneficial for converting visitors into buyers.
This is a great opportunity to provide amazing visuals so your customers can picture what the product will look like in real life. If graphic design isn’t your thing, we recommend hiring a professional to ensure your listing is the best it can possibly be.
Provide real value: Do not fill your A+ content with fluff and random information no one cares about. Provide value to your customers about your products and your brand.
For example, address the frequently-asked questions shoppers have about your product in your product description and/or with infographics.
Follow your “brand guidelines”: Create a specific “tone of voice”/design for your products and your brand. If you don’t have one, think of how you want your brand to be portrayed. You can also look at competitors’ listings to see how they tell their stories.
Follow A+ Guidelines: Substantiate claims. Avoid buzzwords. No guarantee/warranty info. For more guidelines.
Testing your results
Selling on Amazon is a lot about testing different strategies to see what works best for your products. So, once you’ve created amazing images and written compelling copy about your product, how do you test to see if your A+ Content is working?
How to test if your A+ Content is improving your sales
Keep track of your ‘Unit Session Percentage’ and sessions in your reports
The ‘Unit Session Percentage’ (also known as your conversion rate) is determined by dividing the number of people who visited your listing during a certain time frame (ie. sessions) into the number of units sold during that same period:
Units sold / # of sessions = Unit session percentage
It’s important to keep track of these numbers for at least 2-4 weeks to measure your progress. It is not a magical fix and most likely won’t see drastic results overnight. Be patient!
Here’s how to find that in Seller Central:
Reports > Business Reports > Detail Page Sales and Traffic by Child Item > Find the product you want to measure.
Try to increase your sessions by driving more traffic to your listing using PPC.
A/B test different layouts/text/images
A/B testing is a crucial part of selling a product on Amazon. What works for another product may not work for you.
If you don’t see any improvement within a month or so, start testing different layouts or images.
Use the ‘Manage Your Experiments’ beta tool by Amazon
If you have this available to you then it will be very easy to A/B test your A+ content pages! But, right now, this feature is in beta and is only available to a select number of sellers.
These are the requirements for A/B testing eligibility:
Own a brand
Have very high-traffic ASINs
Have published A+ content on those ASIN
Amazon A+ Content optimized for mobile
Fortunately, Amazon will automatically format your A+ content for mobile apps or browsers. However, you should still make sure it actually looks good on mobile before you publish.
Before submitting your content, Amazon allows you to preview the description in both desktop and mobile views. That way, you can see exactly how it will look on someone’s phone.
150 million customers shopped from the Amazon mobile app in 2019 so it is very important — perhaps more important than optimizing for desktop.
Plus, the layout of an Amazon listing is a little different on mobile. Users will see the product’s description before its bullet points. It’s the opposite on desktop browsers.
Amazon A+ Content Indexed
While your images, image alt-text, and copy aren’t indexed within Amazon, they are indexed by Google. And being indexed by Google can help you appear in search results.
Once your A+ description is live, it will take the place of your old text description.
But it’s important to keep your old description section filled in because Amazon will continue to index the keywords used there, even though it is not live on Amazon.
Based on an experiment we did with my own listing, we found this to be true. However, you should test this for yourself to see what keywords are being indexed.
To do that, search for your ASIN on Amazon followed by the keyword (ASIN: keyword). If your product shows up in search, then that specific keyword is indexed. If it says, “Your search ‘ASIN: keyword’ did not match any products,” then it is NOT indexed.
The best way to see if keywords are being indexed in your A+ content or from your old description is to use keywords that ARE NOT used anywhere else in your listing.
Conclusion
Creating an A+ Content Description may require an upfront investment of your time (and possibly money if hiring someone), but that investment is great for the longevity of your brand and products. So, if you’re brand-registered with Amazon, take advantage of this feature.
