7 Tactics to Boost and Optimize Amazon Product Listings

She was talented and a born royal – yet she spent her entire teenage years locked up in a secluded tall tower. 

Hadn't Flynn Rider (Eugene) discovered her, Rapunzel would never have become the princess that was born to rule.

Scratching your head, wondering how the story of Rapunzel got tangled with this guide, which is supposed to familiarize you with tactics for boosting the Amazon listing of your products? Let's give you the much-needed clarity. 

Your products could be just as royal and deserving as Rapunzel, but they need to be discovered by the right audience to generate the revenue they should. And just as Rider was Rapunzel's way to glory, SEO optimization is the Flynn Rider of your products' destiny.

When discussing selling products, particularly on Amazon, it's very important to understand that Amazon is an entire marketplace – a jungle teeming with hundreds and thousands of products just like yours. 

Amazon is so big that, as reported by AMZScout, out of almost 600 million products in the entire online marketplace, 12 million are single handedly sold by Amazon. Seeing the competition you're set up against?

Naturally, getting your product triumphantly on the top of Amazon listing by defeating so many products requires a fleet of e-commerce strategies, not just one. 

If a quest to find those strategies and tactics landed you here, you'll leave this guide with zero disappointment and complete knowledge. 

We will walk you through 7 relevant SEO tactics, from keyword research to optimizing content, creating relevant product descriptions, using the best SEO tools, and more. 

Here we go.

Tactic 1 to Rank on Amazon Listing: Conduct Keyword Research

Your customers have a language, and your product needs to speak it fluently. This can only be achieved by using precise, relevant keywords, which ensure that your products climb higher on Amazon listings. 

Let's give you a roundabout of the entire A to Z of keywords – tools you can use, finding the perfect balance, and keyword placement. Have a look.

1. Use Tools for Keyword Discovery

You can begin your journey to boosting your product's ranking on Amazon listings by using keyword discovery tools such as SellerApp and Jungle Scout. 

These tools (we will discuss their features in detail later on in this guide) help you spot phrases and words your customers use when searching for products like yours. 

SellerApp, in particular, can help you identify high-volume keywords that your competitors might be missing. Jungle Scout, on the other hand, can offer insights into trending search terms. 

2. Find the Perfect Balance

Long-tail keywords, while having lower search volumes, boast impressive conversion rates than short-tail keywords — often 36%. 

For instance, "lightweight double-layer camping tent" might attract fewer searches than "camping tent," but the specificity can lead to higher sales conversions. 

Conversely, short-tail keywords offer broader reach but can be highly competitive with almost 4% less conversion rate than long tail keywords.

What's the takeaway from such data and research? You need to strike a balance in keywords, which means that finding them is not enough. 

Only the perfect balance between short tail and long tail keywords can ensure your product reaches many potential buyers without missing out on niche markets.

3. Strategically Place Your Keywords

Now that you have your keywords, where do you put them? 

Randomly placing them anywhere, not spreading them evenly, or using unnatural-sounding sentences to stuff them — these practices will hurt all your SEO efforts like a recession hits an economy. 

Let's dissect the ideal keyword placement that will surely pull your products up on the Amazon listing. Have a look!

• Your product title is the prime real estate for your primary keywords. It's the first thing customers see and crucial for your product's visibility
• Weave your secondary keywords into bullet points, product descriptions, and even backend search terms
• Don't forget to include your focus keywords in your H2s and H3s
• Make the primary keyword appear within the 1st 100 words of your product's description 

Not easy to achieve all this, right? Just finding keywords using some tools can't boost your product's ranking on Amazon listings. 

You have to blend the right keywords related to your product and sprinkle them so evenly that they constitute about 1% of the description's entire word count – without looking forced. 

Yes, you can hire an internal team of SEO managers, specialists, and writers – but this will cost you dearly. So, what's the solution to nail tactic 1, you ask? Hire Gushwork to take care of your SEO. 

Our fleet of SEO experts and advanced next-gen AI tools will find the most relevant keywords for your product. Our subject matter experts and SEO writers will generate premium-quality content with ideal keyword placement and density. 

Request a free keyword plan today and assess our quality before purchasing our super-affordable SEO services.

Tactic 2 to Rank on Amazon Listing: Optimize Product Titles and Descriptions

Your product titles and descriptions need to be magnetic to the degree of hypnotism. Why? Because only compelling titles and descriptions can pull customers towards your brand. In order to achieve this, you need to take into account many critical details, explained below. Tag along.

1. Stick to the Recommended Character Limit for Impactful Titles

Do you know what Amazon suggests should be the ideal title length? Less than 80 characters. While the limit they offer is 200 characters, such long titles do not work well as titles under 80 characters are better optimized for mobile view. Since most people use their mobile phones for shopping, shorter titles work better than longer titles. 

Also, ensure that every 1st letter of your title (except for prepositions and conjunctions) is capitalized.

2. Craft Clear and Informative Titles and Descriptions

Your title guides your customers to your product. Needless to say, it should be informative besides being keyword-rich. 

Include the brand, prominent feature, product type, size, quantity, and unique selling point. 

For instance, "EcoNest Natural Bamboo Sheets - Queen Size, 4-Piece Set, Hypoallergenic & Soft" – this title uses keywords, clearly describes the product, and is well under 80 characters. 

When writing the description, expand on the features, benefits, and use cases. Keep in mind that every word within your title and product description should serve one single purpose – improving the customer's understanding and interest. 

3. Follow Amazon's Guidelines on Keyword Usage and Relevance

Ignoring Amazon's rules and guidelines while trying to rank your product higher on Amazon listing isn't the wisest thing to do. Sadly, many online sellers miss this trick. Just so you don't, we have compiled some of the guidelines that Amazon greatly emphasizes. 

Have a look so the next time you list a product on Amazon, it ranks (and sells).

• Avoid keyword stuffing, as it can lead to negative customer experiences 
• Focus on integrating keywords naturally into your titles and descriptions
• Primary keywords should appear in the title
• Secondary keywords can be woven into the bullet points
• Irrelevant keywords can mislead customers and negatively impact your product's ranking. So, use only those keywords that are directly related to your product
• Unnatural placement and cramming can make your listing appear spammy and reduce its readability. So, focus on integrating keywords naturally
• Amazon allows additional keywords to be added to the backend search terms. Use this space to include synonyms and variations not covered in the main listing

4. Utilize Bullet Points for Key Features

Bullet points are your chance to communicate your product's core benefits and features quickly. 

Limit yourself to key points, each one focusing on a different aspect that enhances the product's appeal. 

For example, for a set of kitchen knives, you might highlight the following features:

1. Precision Forged Blades for Exceptional Sharpness
2. Ergonomic Handle for Comfortable Grip
3. Rust-Resistant Stainless Steel
4. Complete Set with Five Essential Knives
5. Lifetime Warranty and Easy Care Instructions

This structure helps customers scan important information rapidly. In fact, posts that have bullets every 500 words attract 70% more traffic than posts that are plain text. 

Writing while taking care of so many things and ensuring that the nail finds the coffin every single time requires expert SEO skills. Gushwork's skilled writers can help you with this. 

Our writers generate content that advanced AI bots take to new heights of relevance. Request free trial samples to gauge how our quality can seal the deal. 

Tactic 3 to Rank on Amazon Listing: Improve Visibility with Quality Product Images

Fred R. Barnard once said, "A picture is worth a thousand words," and we couldn't agree more. Visual illustration is key to grabbing eyeballs and helping your product rank higher on Amazon listings. 

Here's why high-quality images are important.

• They can increase conversion rates: A study by BigCommerce found that listings with professional photos could see an increase in conversion rates by up to 30%
• They reduce returns: Accurate and detailed images reduce the likelihood of returns by ensuring customers know exactly what they are buying
• They offer competitive edge: Superior product images can set your listing apart from competitors, compelling customers to choose your product over others

Let's now walk you through the strategies that will help you include pictures that can truly evoke emotions and trust.

1. Follow Best Practices for Product Photography

Want to find out how to make a simple picture or video worth a thousand sales? Make them crisp, clear, and compelling! Here's how your pictures will talk about everything words might have missed. 

• Use high-resolution photos: This ensures your product looks great on all devices, from smartphones to large screens
• Ensure proper lighting: Natural light works best for most products. But if that's not possible, use soft, diffused artificial lighting to avoid harsh shadows
• Focus on the product: Make sure the product occupies at least 85% of the image frame
• Include multiple angles: Show your product from various angles. This gives customers a comprehensive view and helps them feel more confident about their purchase
• Show the product in use: Lifestyle images, where the product is shown being used in its intended environment, can significantly increase the perceived value and utility

2. Pay Attention to Amazon's Image Requirements 

Amazon has specific requirements and recommendations for product images that can help boost your listing's effectiveness. We've compiled them in the pointers below in case you missed them. Have a look. 

• Main image guidelines: The main image must be on a pure white background (RGB 255, 255, 255). The product should occupy 85-100% of the image area and be shown in its best light (without any accessories unless they are part of the product)
• Additional images: Use these to show different aspects of your product. Include close-ups, packaging, and any relevant accessories. These images can have backgrounds or context that help illustrate the product's use
• Technical specifications: Images should be at least 1000 pixels on the longest side to enable the zoom function

Tactic 4 to Rank on Amazon Listing: Employ Amazon SEO Strategies

You're trying to breathe life into the products you're selling on Amazon. What better than understanding how Amazon SEO works to ensure you're doing everything that they use as metrics to rank products?

Here's a breakdown of how Amazon works.

• A9 algorithm: Amazon's search algorithm, known as A9, prioritizes products based on relevance and performance. It factors in keywords, sales history, price, availability, and customer reviews to determine ranking
• Customer search behavior: Amazon SEO revolves around understanding what customers are searching for
• Conversion rate and click-through rate (CTR): High conversion rates and CTRs signal to Amazon that your product is desirable, prompting the algorithm to rank it higher

Alright, now let's catch the snake by its tail and understand how you can adhere to these metrics to make your product visible to Amazon's A9 algorithm. Have a look.

• Craft high-performing SEO-optimized product titles: You already know the drill – include primary keywords, keep it concise for mobile view, include critical features describing your product
• Use of backend search terms to increase visibility: It includes hidden keywords that you can use in the backend of your product listing. They are not visible to customers but are indexed by Amazon. Amazon limits these backend terms to 250 bytes (including spaces). So treat this space as gold – it's precious, so use it only to cover those keywords not used in your title or bullet points

Want to conquer all aspects of Amazon SEO? Gushwork can help you. Every inch of our SEO services is ROI-focused. Book a call with our experts to understand how we can help improve your products' ranking on Amazon Listings. 

Tactic 5 to Rank on Amazon Listing: Use Amazon's Advertising Tools

Yes, you just read it fine — Amazon itself offers certain tools and advertising methods that you can use to defeat your competitors and steal the top spot on Amazon listings. Tag along and discover everything you didn't know before. 

1. Use Sponsored Products, Sponsored Brands, and Sponsored Display Ads

Sponsored products are cost-per-click (CPC) ads that promote individual product listings on Amazon. They appear in search results and on product detail pages. According to Amazon, Sponsored Products can lead to an average increase in sales by up to 40% for some sellers.

Sponsored brands are ads that showcase your brand and a selection of your products. Appearing in search results, they redirect shoppers to your custom brand store or a curated product list. Data published in a case study from Amazon Advertising revealed that Sponsored Brands can improve brand awareness by over 50%.

Sponsored display ads target customers both on and off Amazon based on their shopping behaviors. With these ads, you can reach shoppers who viewed your product but didn't purchase, encouraging them to return. A study by Amazon found that Sponsored Display Ads can increase product page visits by up to 35%.

2. Offer Discounts Through Amazon Coupons and Social Media Promo Codes

Amazon coupons are clickable discounts that you can add to your product listings. Customers can "clip" these coupons for savings at checkout. 

Social media promo codes are unique codes you can share on social media handles. They provide a direct link to discounted Amazon products, bridging the gap between social engagement and sales. A report by Amazon indicated that sellers using social media promo codes see an average increase in sales volume by 18%.

3. Enhance the Shopping Experience with A+ Content

A+ Content is about transforming your product description into a compelling story. Rich content incorporates high-quality images, detailed charts, and narrative text to tell your product's story. 

Use this feature to differentiate your brand and products with a unique value proposition, showing what you sell and who you are.

However, given the high volume of mobile shoppers on Amazon, ensure your A+ Content is responsive and engaging on all devices. Or simply contact Gushwork. Our expert writers produce content that complies with SEO practices followed by Amazon as well as Google. 

Tactic 6 to Rank on Amazon Listing: Manage Reviews and Customer Feedback

Reviews and feedback are the lifeblood of your Amazon business. They influence your customers' purchasing decisions, which, in turn, impacts your product's rank on Amazon Listing. 

Here's how you can champion every aspect of reviews and feedback on Amazon. Have a look. 

1. Focus on Collecting Genuine, High-Quality Reviews

Quality reviews build trust and credibility. All that's needed is some personalization and nudge. 

• Send follow-up emails: Ask customers to offer genuine feedback on your product in follow-up emails. Ensure these communications comply with Amazon's guidelines and are respectful of the customer's experience
• Guide customers on how to leave a review: Provide clear instructions. Some customers need a little guidance to share their thoughts effectively
• Respond to reviews: Engage with both positive and negative reviews. This shows potential customers that you value feedback and are committed to improving your products and service

2. Enroll in the Amazon Vine Program for Authentic Reviews

Amazon Vine invites trusted reviewers to provide honest, unbiased feedback on new or pre-release products. This could give you a chance to make your product visible.

• Eligibility: Products must have fewer than 30 reviews, be in stock, and comply with Amazon's content guidelines
• Authenticity: Vine reviewers are known for their thorough and genuine reviews. A study by Amazon shows that products enrolled in the Vine program see a significant boost in review quantity and quality, leading to improved visibility and sales

Difference Between Seller Feedback and Product Reviews

Seller feedback reflects on your performance as a seller, including shipping speed, packaging quality, and customer service. It influences your Seller Rating and Buy Box eligibility.

Product reviews, however, focus on the product itself, including its features, quality, and usability. They appear on the product page and are a major factor in a customer's purchasing decision.

Here's a comparison table that will clarify every iota of doubt.

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Tactic 7 to Rank on Amazon Listing: Monitor and Optimize Pricing Strategy

An effective pricing strategy must evolve with market conditions, competitor actions, and customer demand. If you want to ensure your pricing remains competitive and profitable, devour this section.

1. Utilize Amazon's Automate Pricing Tool

Amazon's Automate Pricing tool is designed to help you maintain competitive prices without constant manual adjustments.

This tool automatically adjusts your product prices based on predefined rules you set, depending on competitors' pricing, your pricing goals, and other factors.

You can set rules such as "Beat the lowest price by $0.01" or "Stay within the top 10% of competitor prices." This ensures you're always in line with market trends while preserving your profit margins.

What's more? The Automate Pricing tool updates price fluctuations as frequently as every 15 minutes. It allows you to respond quickly to market changes. This responsiveness is crucial during high-demand periods or when competitors change their pricing strategies.

2. Adjust Product Prices to Stay Competitive

Yes, the Automate Pricing Tool is fantastic – but chances are that your competitors will be using it too. So, in addition to using the tool, you must also follow the price adjustment tactics listed below.

• Regularly analyze market trends: Tools like Keepa offer historical pricing data that can affect your pricing decisions
• Be mindful of seasonal demand fluctuations: For example, prices might be adjusted higher during the holiday season when demand peaks or lowered during off-peak times to stimulate sales
• Use limited-time offers or discounts: Use this tactic to attract customers during slow periods or when launching new products. This can help clear inventory while maintaining a healthy sales velocity
• Adjust prices based on real-time demand signals: If a product sells quickly, a slight price increase can boost margins without hurting sales. Conversely, if demand wanes, reducing the price can stimulate interest
• Different customer segments may have varying price sensitivities: Experiment with pricing tiers or exclusive offers for different segments (e.g., new vs. returning customers) to maximize overall revenue

By actively managing and optimizing your pricing strategy using these methods, you can ensure that your products remain competitive and attractive to customers, driving both sales and profitability.

Amazon Listing Tools for Continuous Optimization

Remember we promised to familiarize you with the features of the dynamic duo — the Jungle Scout's Listing Builder and Keyword Scout? This is us keeping that promise.

Here's everything you need to know about how these tools support SEO efforts. 

Jungle Scout's Listing Builder

Jungle Scout's Listing Builder is a leading optimization tool to keep your product on top of Amazon listings. 

The Listing Builder guides you through creating or improving your listings by suggesting impactful keywords. It uses real-time data to ensure your content is aligned with what customers are searching for. 

• It offers instant feedback: As you build or edit your listings, the tool provides an immediate optimization score. This score evaluates your title, bullet points, and description
• It gives competitor analysis: The builder also includes features for analyzing competitor listings, giving you a clearer understanding of the market

Jungle Scout's Listing Builder is designed for both novices and experienced sellers, as it offers an intuitive interface. 

Besides Listing Builder, Jungle Scout also offers tools with automation features to streamline various aspects of Amazon selling. Here are some of those features.

• Automated review requests: Set up automated requests for customer reviews at the optimal time post-purchase. This boosts the likelihood of receiving genuine feedback
• Inventory management: Automated alerts for inventory levels help you maintain the right stock, avoiding both stockouts and excess inventory
• Performance tracking: Stay on top of your Amazon listing performance with automated tracking. Receive alerts for significant changes in sales, pricing, or customer feedback

Keyword Scout for Targeted Keyword Research

Keyword Scout is a powerful tool that provides extensive data on keyword search volume, competition, and potential profitability. It helps identify both high-volume keywords and niche long-tail keywords that can attract specific customer segments.

• It offers insights into how keyword popularity changes over time, enabling you to adjust your strategy based on seasonal trends or emerging market demands
• By entering a competitor's ASIN, you can see the keywords they are ranking for

Conclusion 

Making a product grab (and then maintain) the top spot on the Amazon listing requires excessive effort. Yes, using tools for implementing SEO and keyword research is fantastic. But what's the ROI when you purchase premium subscriptions? 

And then there's the matter of hiring veteran SEO experts to use those tools to perfection – and believe us, experienced SEO professionals are expensive. 

You can save all this money and your team's time just by hiring Gushwork to work for you. We can take care of every aspect of search engine optimization for your e-commerce business. Explore our super-affordable pricing plans and weigh the cost against the revenue we can generate through our SEO services.