Amazon Listing Optimization: How to Get Your Listings Ready for Prime Day 2018

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If you’re an Amazon seller, then you probably know that Prime Day 2018 is right around the corner. In fact, it’s the 16th this year. So now it’s time to start thinking about Amazon listing optimization.

What is Amazon Prime Day 2018?

Amazon Prime Day is a once-a-year event where Amazon and its many third party sellers offer up their products at deep discounts.  It is estimated that Prime Day alone generates $1 Billion dollars for the online retail giant. And in 2017, it saw a 60% increase over 2016. In fact, some Amazon third party businesses report as much as 1,371% increase in sales on Prime Day.

When is Amazon Prime Day in 2018?

This year, Amazon Prime Day is July 16th and July 17th.  Despite the solid dates, many sellers have already started reducing their prices to kidnap some of the Prime Day buzz.

How do I sell a product for Prime Day?

To get an “official discount” and on the Prime Day deals page, sellers have to set up Lightning Deals in advance. This year, Prime Day sign-ups started as early as March. So unfortunately, there’s already been a cut off. However, with the incredible volume of site traffic that Amazon experiences on Prime Day, simply being there is enough to generate higher-than-usual sales. Additionally, we recommend considering the Amazon listing optimization tips included in this guide to ensure that when the shoppers come, they notice your product, too.

Prime Day 2018

How do I perform Amazon listing optimization for Prime Day?

The key to success to high sales and huge profits on Amazon is two-fold: driving traffic to your listing and performing routine Amazon listing optimization to encourage conversions. What follows is a quick primer on how you can fully prepare your Amazon product listing for massive sales on not only Prime Day but every other day of the year.

 

1 – Drive More Traffic to Your Product Listing

Amazon’s own internal advertising system, Amazon Pay-per-click (PPC) is a great way to get your product in front of more traffic. Amazon PPC creates sponsored ads for your product that places your product at the front of search results. Each time a customer clicks on your ad, you’re charged a bid amount.

Here’s some tips for maximizing Amazon PPC for Prime Day:
  • Use all Amazon PPC platforms together. This includes Sponsored Ads, Headline Search Ads, and Amazon Stores (for Registered Brand Owners only).
  • Launch all new Prime Day campaigns at least 2 weeks in advance with a $100 budget. A lot of times, shoppers won’t make their final purchases until the actual Prime Day comes. They’ll leave your product in their cart and checkout when the time comes. So start advertising now.
  • Advertise all products with 3.5+ stars. If your product has some great reviews, then make sure it’s in front of plenty of people.
  • Group your products together in PPC campaigns. Similar products that are lumped together have a better chance getting purchased as a combination. So use multi-product campaigns to boost your bottom line.
  • Set your daily budgets at least 200% higher. Prime Day traffic is a lot like holiday traffic. And the last thing you want to have happen is waking up the day of Prime Day to learn that your budget dried up while you were sleeping. If you’ve done plenty of Amazon listing optimization and your conversion rates are high, you’ll make back those costs.
  • Turn on Bid+. Bid+ is an advertising tool under manual campaigns that allows your keyword bids to go 150% over their normal bid price if there’s a chance to get to the first page. While it may seem like you’re spending more money for the same clicks, don’t worry. Conversion rates are typically higher on Prime Day, so less clicks earns more sales.
  • Use a mix of keyword types. Broad match keywords cast a wider net and less expensive, but may not convert as well. Meanwhile, phrase and exact match keywords may not get as many impressions, but help pinpoint high-converting keywords for you.
  • Add negative keywords. Not every keyword is one you want sending people you’re away. Especially if you’ve discovered, historically, they perform poorly.

 

 

8 questions to help you avoid missed advertising opportunities on Prime Day:

1) Are any of my bids higher than my budget? Mixing bids and budgets is a common mistake. Remember, bid per click on Amazon is what you’re paying per click. And in order to make a sale, sometimes you’ll need 2+ clicks to make a sale. On the other hand, your budget is the most you’re willing to spend on clicks. It’s the total of all the clicks. Make sure your budget is a higher number than your bids.

2) Have I done plenty of keyword research? ABR – always be researching. That’s the key difference between top Amazon sellers and the guys only doing 2 or 3 sales per day. The top sellers are constantly looking for new and better keywords for their Amazon PPC campaigns in addition to plenty of Amazon listing optimization. Use a tool like Keyword Scout to find high-converting keywords for your PPC campaigns.

3) Have I looked at my performance reports lately? Continue to review your Amazon performance to reports to understand how your customers are interacting with your listings. You can use this crucial information for future Amazon listing optimization. And once Prime Day 2018 is done, you can create reports based on those learnings, too.

4) Am I only using one keyword match type? Make sure that you’re using all three keyword match types to get the most out of your Amazon PPC campaigns: broad, exact, and phrase. Keyword Scout helps you estimate your future bids for each of the match types as well.

5) Are any of my campaigns not receiving impressions? If you aren’t getting impressions, do a little investigation work. First, make sure you are winning the Buy Box for your own product. Second, make sure you’re using relevant keywords. And third, make sure those keyword bids are high enough.

6) Are all my products grouped together in one campaign? While it pays to lump some products together, campaign segmentation is just as important. Structure your campaigns by category, type, brand, or price.

7) Are my keywords irrelevant to my products? If you’re selling a garlic press and try to get your product to show up for the keyword “tire iron”, it’s probably not going to get any sales. And Amazon’s algorithm knows this. Only use relevant keywords.

8) Are any of my eligible ASINs missing from my campaigns? Check out your products and make sure that they’re all included in campaigns, especially if they’ve got a good sales history and high reviews.

 

2 – Use Amazon listing optimization best practices to improve conversions.

Getting traffic to your Amazon product listing is just half the battle. Once the traffic is there, you want them to make a purchase.

“Amazon’s search algorithm organizes each and every product in a search on not just how relevant it is, but how well it sells.”

Amazon tracks the unit session percentage rate for each product. This metric is the total number of units you’ve sold of a particular product on Amazon divided by the total number of people who’ve viewed your page. This is slightly different from the typical conversion rate metric which would instead divide the number of orders by the number of views.

For example, if you have a product that was viewed 5,000 times and has sold 500 units on 450 orders, your unit sessions percentage is 10% (500/5,000).

Here’s some tools that can help you improve your conversion and unit session percentage rate on Amazon:
  • Coupons. Every one loves a deal. And once they hit your site and see that a product that they were already interested in discounted a further 10-20%, your chance of making a sale goes way up.
  • Enhanced Brand Content. If you have a Registered Brand on Amazon, make sure you’re getting 100% out of your listings. You can do this with Enhanced Brand Content. Enhanced Brand Content is a way to add graphics and images to your product description.
  • Promotions. Even if you weren’t able to get a Lightning Deal for Prime Day 2018, consider offering a discount on your products. Much like coupons, a deal on top of a deal often makes a sale.
  • Amazon listing optimization. Every part of your product’s detail page is important and should not be missed.

 

Amazon Listing Optimization

5 keys to Amazon listing optimization:

1) Descriptive titles. Your title is everything and it has two important jobs to do. First, Amazon’s search algorithm pulls keyword search terms directly from your title. So if your title is keyword maximized, with your top keywords at the front, you’ll drive more traffic to your listing. Second, in addition to your main image, it’s the first sales pitch your product makes to a customer. All Amazon titles have a 200-word allowance.

2) Bullet points that sell. Make sure you use each of the 5 bullet points offered on your product listing. Like the title, these help with Amazon searches, so make sure you’re using keywords to help your product get found. Also, always sell the benefits more than the feature. For example, a garlic press doesn’t just “mash garlic”, it “saves time in the kitchen.”

Amazon Features

3) Clear product descriptions. Even if you product isn’t part of the Amazon registered brand program, you should still optimize it for sales.  Make sure your descriptions are clear, accurate, compelling, and current. Don’t be afraid to engage your customer in your description either. Buyers love a great story.

4) Awesome photos. Pictures sell. And Amazon allows your product to have up to nine photos. The first photo has to conform to Amazon’s standards, but the remaining images can be lifestyle, infographics, whatever is needed to help you sell your product.

5) Customer reviews. Amazon’s spent years building market trust. And its billions of monthly shoppers know that if the sum of a product’s reviews say that it’s great, it’s probably great. Therefore, it behooves you as a seller to ensure your product has great reviews. While you can’t give away free or discounted products in exchange for positive reviews, you can still follow up with your past customers using an automated message service like Jump Send.

Amazon Reviews

 

Tools and support to help you master Amazon listing optimization for Prime Day 2018

Now that you understand how important Amazon listing optimization is, you’ll want to get to work right away. After all, Prime Day 2018 will be here before you know it. That’s why I want to offer a list of tools to help you master your Amazon listing optimization to ensure high sales for Prime Day 2018.

Now I know what you’re thinking… “I can probably do a lot of this myself!”

I used to think the same thing. Sure, I can write well enough and I have a background in graphic design. Plus, I learned all I could about product marketing when I started selling on Amazon back in 2015. But none of that stopped me from having a bad year in 2017. In fact, I wrote off nearly $20,000 in losses! And why did my year stink?

Because I thought I knew it all.

When I joined the Jungle Scout team in January of this year, I learned that even when you know a lot about a lot, you still don’t know everything. And sometimes calling in an expert can help save you hundreds–if not thousands!–in lost opportunity costs is more than worth it. 

“Since using Jungle Scout’s full suite of tools, my profit margins have jumped 50%, my sales have spiked by $1,200 per week, and I know down to every red cent how much I’m making.”

So before you make the mistake that I did and nearly lose your entire Amazon FBA business, review some of these tools.

 

For Amazon PPC keyword optimization…

. . .

Try Jungle Scout’s Keyword Scout.

If you’re already using the Jungle Scout Web App suite of tools, then you already have it. All you have to do is log in, go to the Keyword Scout tab, and start performing searches. In the last ten days alone this product has increased the sales for three of my private label products by $1,700. In just a little more than a week and a half it paid itself off for the entire year. This is easily our most popular product. And if you aren’t using it, chances are that your competitors are. Get Keyword Scout, now.

 

Hire a professional on the Jungle Market.

Jungle Market offers hundreds of professionals that can help you with everything from Amazon PPC, to keyword maximization. They can also run social media marketing campaigns for you, too. These people are pros at what they do, and their results are amazing! Hire one today!

 

For Amazon product reviews…

. . .

Follow up with your customers using Jump Send.

What’s more likely to sell: a product with only two reviews or one with 20+? If you’re already selling on Amazon, you probably know the answer to that question. And since Amazon effectively “nerfed” incentivized reviews in 2016, it hasn’t been very easy getting product reviews–good or bad! Fortunately, there’s a killer method to getting good product reviews that’s as old as marketing itself.

Great customer service!

And the best way to offer great customer service on Amazon is to follow-up with your customers through Amazon’s mailing system. While that might sound pretty tedious, especially if you’re selling 10+ units per day, our automated customer follow-up software, Jump Send, can help you do just that. Plus, Jump Send offers a platform for advertising your promotions to ensure quick sales. And the promotional platform uses targeted keyword URLs which can help your products rank for the keywords you want and drive more traffic.

 

For Amazon Listing Optimization and Conversion Maximization…

. . .

Try Splitly’s A/B Testing Software.

One of the best ways to know whether or not changes to your Amazon product listing is working or not is through A/B testing. A/B testing is when you test marketing variables such as your title, images, and even price. It’s surprising how much profit is left on the table simply because your product was $1.00 more (or often, less!) than the optimal value. Fortunately, Splitly offers amazing results with their A/B testing software that lets you automate the entire process. Since inception, Splitly has generated over $90 million in additional sales. In addition to its A/B testing software, Splitly also offers rank tracking software to help you keep tabs on the keywords you want your product to rank for. Grab Splitly and start testing.

 

Hire a professional copywriter on the Jungle Market.

Great copy is not just about readability, but it tells a story, too. And ultimately, it makes a sale. That’s why it’s incredibly important to have the best possible copy for your Amazon product listing you can. Naturally, that’s why, Jungle Market has a whole cast of professional copywriters who know how to write Amazon product listings that sell. Run out and spruce up your Amazon product listing, today.

 

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