4 Steps Digital Marketers Can Use to Optimize Content for Amazon

By Ryan Deiss, Russ Henneberry

Digital marketers need to consider every possible angle. Don’t neglect Amazon. If you’re selling on Amazon, you need to understand how its search engine operates. To get a product page to rank on Amazon, follow these four steps.

Step 1: Build sales with promotions and launches

To Amazon, lots of sales in a short amount of time indicate that a product is hot and that it should be moved up in the search rankings. Use periodic promotions, sales, and launches to increase sales velocity, and watch your rankings soar.

Step 2: Increase reviews

Reviews are extremely important on the Amazon platform, and lots of positive reviews indicate to Amazon that your product should be moved up in the search rankings. Even if people love your product, they may not take the time to review it. Remind and encourage people who have bought your product to write a review with tools such as Feedback Genius, which helps you message customers while staying within Amazon’s terms of use.

Step 3: Create a compelling product name

If you want people to click your product, you need to have a compelling product name. A cute or clever name may sound cool, but it can be vague, causing people to overlook it because they don’t know what the product is. To increase the click-through rate, make sure that your product’s name accurately describes what the product is and does. Look to your competitors for inspiration; see how they present their names on Amazon.

People don’t buy products on Amazon; they buy pictures of products. Include as many clear, crisp product images as necessary to satisfy the needs of a prospective customer. When buying on Amazon, your buyer can’t hold your product in his hand or examine it, so you need to include quality pictures that demonstrate exactly what the buyer will get. The more expensive or complex the product, the more images you’re likely to need.

Step 4: Create keyword-targeted product pages

Your Amazon product page contains text, and every one of those words helps determine your rankings. Include the keyword or phrase you’re targeting in the title of the page and throughout the product description.

Aim for a product description of 250 words or more. Don’t stuff the description with keywords, though, and keep user experience in mind. Favor quality over quantity. As with product images, the more expensive or complex a product is, the more detailed a product description you need.