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With more than a hundred thousand Amazon orders moving through Shoppingfeed daily from our channel subscribers, we’ve learned a few things about what makes some more successful than others. Here, we’ll share insights into why some vendors win the Buy box more often, beating out their Amazon competition.
Smart competitors on Amazon use many kinds of strategies, but these count the most because they are so often overlooked.
1. They use high-quality data–unlike a lot of their Amazon competition.
It all starts with having high-quality data, because that’s what powers the visibility of your product to shoppers.
What do we mean by high-quality data? The heavy-hitting algorithm data that are key to the whole operation are the Product Title, Bullet points, Keywords, and Product Tags. All of these content-driven data points must be entered completely and correctly. Incomplete fields and errors in your data entry result in poor sales. Your products won’t be recognized, or they’ll surface in searches that aren’t actually relevant to the shopper’s interests. Once that happens, the Performance rating in Amazon’s algorithm will decrease, further reducing your visibility as a seller.
A system that allows you to automate quality data is even more crucial to beating the Amazon competition, because it’s just not possible to do it well or sufficiently through manual entry and maintenance with an extensive product line.
Shoppingfeed’s algorithms build sets of optimized data and assign them automatically to whole categories of products. This makes it easier to scale as well as manage your product listings with impeccable accuracy and thorough detail.
2. They maximize the number of attributes for every product they sell.
A product tag, or attribute, is a piece of information that is configurable for any given product. You can use separate attributes for any and all categories your products are listed under. You can also think of attributes as product features.
They include things like colors, sizes, weight, dimensions, materials used, how it was produced, the intended or ideal uses for the product, the intended users (men, women, children/ children’s age ranges) and other granular details. You have to configure your tags for Amazon (and for every other marketplace) in a unique order and category groupings. The more detail you can provide that is more detailed than what other sellers have included in their product listings, the more your products will surface ahead of theirs when someone is looking for a very specific item and set of features.
Users of Shoppingfeed can go beyond the necessary data with our tool called SEO Marketplace, where we’ve pre-set and assigned 90% of our 11M+ product attributes. This tool is always comparing your attributes to other industry sellers, looking for a competitive edge by supplying richer, more detailed product information.
SEO Marketplace also will show you the gaps in industry attributes, letting you take advantage of them on Amazon in ways that the competition won’t see. You can build single attribute sets for millions of listings, both current and all future ones, in just a few clicks.
3. They create good keywords and bullet points using the most relevant attributes.
Good keywords are the fundamental building blocks of SEO. We’ve got other posts here that talk about how to use keywords to maximum advantage in Amazon Product Titles and Product Pages. You also need to know how to use them in bullet points.
If you couldn’t fit some keywords into your product title, you have a couple more chances to use them. And the next biggest chance to use them is in the “Product Features” – aka bullet points – section. Preferring what’s easy to read at a glance, many people will go straight to your Product Details. Good bullet points help win conversions from shoppers in a hurry. Always include keywords in each of your bullet points to boost your product ranking in search results.
First, develop a list of the best keywords for your product. Then, scrutinize them for relevance. Are they words that most often pair with your product’s name? How well do they apply when someone is talking about how they would use this product?
Use the top one or two keywords in your product title and the top three in your paragraph description. Then, it’s time to work those and your 2nd or 3rd tier keywords into your bullet points.
If you’re a third party seller in Seller Central, you get 5 bullet points with a character limit of 500 for each one. Brands using Vendor Central get 10 bullet points, but the character limit is shorter (255).
Make the most of your 2500 or so characters by:
- Using keywords in natural-sounding phrases – no keyword stuffing!
- Addressing how it solves a problem (read product reviews to understand what’s important to users)
- Describing all the ways it can be used, where, and by whom
- Talking honestly about it – no overselling and avoid using superlatives unless truly justified
- Avoiding mention of pricing or special offers here.
Try to use at least one of your keywords in every bullet point. Then, there’s no way that Amazon’s search engine can overlook your product.
Using these three strategies will help you outpace your Amazon competition, especially when you can automate your data with the power of Shoppingfeed’s fluid product tagging technology. See this article for more about winning at Amazon SEO.
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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