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Rule No. 1: Know the Rules
If you want to maximize your Amazon sales potential, you need to know the rules of the game. The best Amazon sales strategy uses keywords and smartly worded bullet points for increased conversion rates. Learn how successful sellers do it.
The game is all about optimizing your product listings for search, which means using a SEO strategy built around finding and using the proper keywords. You’ll need to use the very best keywords you can find, not just in the main Product Description but also in a Bullet Points section following the description. The Bullet Points field is an option that a surprising number of sellers ignore–but they shouldn’t, for lots of reasons including more SEO opportunities.
You can’t just guess at keywords – words you think people will be using to search for your products; you have to do the research to see which terms they’re actually using if you want them to find and–most importantly–decide to buy from you.
The general goal is to compile a comprehensive list of keywords for each product, thus maximizing the number of search queries that trigger your product listings and making your inventory as visible as possible in the Amazon search results.
Amazon SEO vs. regular (Google) SEO
Just like with regular SEO, failing to get your Amazon SEO right will result in less traffic and fewer sales. But Amazon’s search algorithm works differently than any Google or Bing algorithm in surfacing results. In a nutshell, there are way fewer ranking factors (around 30) than with typical SEO, which can include as many as 200.
Amazon’s search algorithm is really about just two things: relevance and performance.
Relevance is all about what you name your product, because it is the first thing a buyer will see on their Results page. Put your most important keywords into your product name, starting with the most important.
Performance is where Amazon ranks you on your bounce and conversion rates. Your site has to perform as promised (with keywords relevant to searches), which means keeping shoppers there long enough to read through all your product details, and converting a decent number of them. In other words, you have to stay relevant enough to perform or Amazon will send you into Results Page oblivion.
How to do keyword research for more Amazon sales
There are a number of different ways you can go about this, ranging from “quick and dirty” to meticulous research with professional tools.
1. Quick & Dirty: Enter a query in the search bar and view Amazon’s keyword suggestions.
When you begin to enter a search query, Amazon suggests other frequently searched products with similar names. Treat it like a free research tool, which also works in Google.
This tactic because offers a snapshot of how customers actually use the search bar in Amazon, as they will also follow the suggestions. You can enhance this quick and dirty result by combing through all the suggested queries. If you enter your product type followed sequentially by each letter of the alphabet, you will see all the possibilities by the time you are finished.
2. Complement with a Google SEO strategy
Use Google’s Keyword Planner to search for keywords. It’s a free tool that helps you assess monthly searches and how much competition there is for your favored terms.
This is a highly effective strategy because you’re building brand awareness with shoppers who may take longer to convert. A shopper can begin on Google, visit your website, and browse without buying. Later, when they’re ready to make a purchase, they might start on Amazon and find your product in the top results there. Because they’re already familiar with your store brand, they’re more likely to convert. In this way, Google and Amazon can work together to your advantage.
Save yourself some time.
Shoppingfeed can help users customize data in Keywords and Bullet points in automated and brilliant ways, using rules and fields. We can help you get the most out of a keyword strategy to boost your Amazon sales.
My mission at Shoppingfeed is explaining how to leverage e-commerce platforms and SaaS technology to e-merchants who just want to run their business and make more money.
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