Pro-Tips for Amazon SEO That May Not Be Intuitive
Posted by drew on Dec. 8, 2015, 12:32 p.m.
For webmasters working in eRetail, Amazon is a search engine that rivals Google in importance. While Google is more popular for general queries, users looking for products make more searches on Amazon. The two search engines deal with SEO differently, however, and there are some important things to consider on your Amazon product pages.
First off, it is imperative to include a main image on your product page. Amazon will suppress any listing lacking a main image in all U.S. categories, with a few exceptions (including books). A suppressed listing means that Amazon will not show your product in search results, effectively killing all sales potential.
In addition to the presence of images, it behooves most sellers to upload a main image that is more than 1000x1000 pixels. This is the minimum size that will activate the zoom feature when a user hovers over the image on the product page. Amazon has noted that this zoom feature has been shown to improve sales.
As is the case when selling any product, pricing it correctly is important. But this is even more important and nuanced when using Amazon. If you are selling products that are being offered by other sellers on Amazon (or even other sites), comparison shoppers will obviously choose the listing with the lower price. Conversion rate for listings is one of Amazon’s primary ranking factors--they obviously want to promote listings that are causing more sales--so an increase in sales on your listing can lead to better rankings, which kicks off a self-perpetuating cycle.
You should also think about the price of your product when compared to other products in your category. Listings that defy user expectations by surprising them with highly inflated prices will likely not convert or rank well. Likewise, if your listing has a price that seems unrealistically low, it is likely to lead to suspicion.
If you are offering the same product as another seller, and you can compete on price, it is possible to piggyback on their Amazon SEO. Just underneath the “Add to Cart” button on product pages, Amazon includes a box for other sellers offering the same product, and it shows if the product is any cheaper anywhere else.
To make this happen, you’ll need to get the Amazon Standard Identification Number (ASIN) of the product, and then add that ASIN in the Product Fields of your product. You can find a product’s ASIN in the “Product Details” section of the listing page. It is also a good idea to lower your price to slightly below the other sellers offering the same product.
Obviously, there are other things you should be doing to your Amazon product listing page in order to maximize your Amazon SEO. Filling in all of the available product information and metadata fields is step one. But I decided not to cover tips like this today, because I wanted to cover some less obvious things to think about. If you have any questions about SEO, either in Google or in Amazon, please contact Fusionbox.