Is it really possible to increase your sales just by tweaking an image? Absolutely! Your Amazon Listing, serving as the "face" of your ASIN, is crucial for attracting customers and driving conversions. In this article, Forest Shipping's expert manager shares practical techniques to optimize your Listing for better visibility and sales performance. In our previous discussion, we covered Listing diagnostics, business report analysis, and ways to improve exposure. Today, we'll dive deeper into boosting your product's exposure and conversion rate, helping you stand out from the competition and achieve significant sales growth.

 

How to Optimize Exposure: Titles and Main Images

Titles and main images play a vital role in whether your product appears in Amazon search results. They also significantly impact your product's visibility and click-through rate.

 

1. Title

The title, which is the product name, is the most direct way to convey your product's brand, model, and key features to consumers. It tells them "what the product is and what it does."

 

A. General Title Guidelines:

- If you’re selling multiple items in a bundle, add "pack of X" at the end of the product name.

- Avoid using all uppercase letters.

- Use Arabic numerals (e.g., "2" instead of "two").

- Spell out measurement units (e.g., "6 inches" instead of "6”).

- Do not use symbols such as ~ ! * $ ? _ ~ { } [ ] # < > | * ; / ^ ¬ ¦.

- Avoid environment-dependent characters or emojis.

- Do not include the product price or promotional information, such as "discount" or "free shipping."

- Avoid subjective language, such as "bestseller."

- Do not include your seller name in the product title.

 

B. 2024 Title Updates:

- Title length should be between 10 and 200 characters.

- The title should begin with the brand name.

 

C. Title Composition:

Focus on core keywords, unique selling points, and clarity. Include 1-3 keywords or terms that consumers might use to search for your product, along with differentiating factors like material, function, or use cases.

 

D. Title Formula:

Brand Name + Core Keywords + (Feature/Function/Attribute) + Other (Specifications/Audience/Use Case/Compatibility)

Example: ABC Bluetooth Speaker, 6W Deep Bass Portable Waterproof Speakers for Outdoor Activities.

 

Amazon Seller: This is the current title for my product. Could you help me optimize it?

(Brand Name) Brushed Grey Towel Bar, 22 Inch 304 Stainless Steel Towel Rack Bathroom, Towel Holder Brushed Grey Wall Mount, Total Length 24 Inch

 

Amazon Manager: Based on the title formula, I recommend placing color/specifications at the end, moving core keywords and features to the front, and avoiding repetition. Here’s a suggested format:

(Brand Name) Towel Racks for Bathroom, 304 Stainless Steel Towel Bar, Wall Mount Towel Holder with Total Length 24 Inch (22 Inch, Brushed Grey).

 

When optimizing titles, pay attention to:

• Place core keywords towards the front, ideally 3-5 of them.
• Clearly highlight the core selling points.
• Follow Amazon's title format guidelines, keep it concise.
• Use punctuation and parentheses effectively.
• Avoid grammar, spelling mistakes, and awkward phrasing.

 

Amazon's title length requirements vary by site and category, so check the "Style Guide" in Seller Central for specific details.

 

2. Images

Images include the main image and supplementary images. The main image gives consumers their first impression of the product, making it crucial for click-through rates. On Amazon's search results page, the main image is one of the most eye-catching elements. A clear and straightforward main image helps consumers quickly understand the product’s features and functions. Images that strongly convey your brand can deepen consumer recognition, helping your product stand out among competitors.

 

Main Image Compliance Requirements:

- The main image must have a pure white background (RGB values: 255, 255, 255).

- The main image must be a professional photograph of the actual product (no graphics, illustrations, or models).

- The product should occupy at least 85% of the main image.

- The longest side of the image should be at least 1,600 pixels to enable zoom functionality on the site. The longest side must not exceed 10,000 pixels.

- Amazon accepts JPEG, TIFF, or GIF file formats, with JPEG being preferred (note: animated GIFs are not supported).

- For footwear, the main image should be of a single shoe at a 45-degree angle facing left.

- For women's and men's clothing, use model photos for the main image.

- All children's and baby clothing images should be flat-lay shots (without using a model).

For more image guidelines, search for the "Style Guide" on the Seller Central help page.

 

Amazon Seller: Here are my product images. Do you have any suggestions for optimization?

 

 

Amazon Manager: You can refer to the following suggestions to optimize your product images:

- You can upload up to 8 images; I recommend uploading them all.

- Match supplementary images with the five bullet points to highlight key product features and enhance consumer understanding.

- Avoid repeating images; instead, showcase the product from multiple angles and in various forms.

- Consider adding text overlays to images to emphasize key points.

- Since it’s a furniture product, add installation guides and usage scenarios.

- Include size and specification information to help consumers understand the product.

- Include a packaging content list to help consumers verify the quantity of items received.

 

Note: Even if other Listing elements are complete, defects that severely impact traffic or conversion, such as "missing main image," "title length exceeding 200 characters," or "missing important attributes like color/size," will result in a completeness rating of F, and the Listing will be suppressed. If you encounter such issues, use the "Fix Product Tool" to self-check and correct them quickly. Path: Seller Central → Inventory → Manage Inventory → Suppressed and Non-Active Products.

 

How to Optimize Conversion Rate

To increase conversion rates, focus on optimizing the five bullet points, product description, and A+ content.

 

1. Bullet Points

A. Basic Requirements for Bullet Points:

- Must be filled out.

- Bullet points should be clear and concise. It’s generally recommended that the total length of all five bullet points (not each bullet) be within 1,000 characters to improve readability.

- Avoid special characters like the registered trademark symbol (®) or TM.

- Do not use HTML.

- Do not include information irrelevant to the product, such as company details, promotions, logistics, shipping costs, or email addresses.

 

B. Optimization Suggestions for Bullet Points:

- Highlight the five key features you want buyers to notice, placing the most significant selling point first.

- Start each bullet point with a capital letter and write in segments without adding punctuation at the end.

- Each bullet point should ideally focus on a single selling point, and each point should be one or two lines long.

- Keep the order consistent. For example, if your first bullet point is the country of origin, maintain the same order for all products.

- Reiterate important information from the product name and description, and avoid including promotional or pricing information.

 

Manager: For instance, your towel rack’s bullet points could be structured as follows:

- [Easy Installation] This towel bar comes in 3 parts and includes a hardware package, installation guide, and stainless steel screws, allowing for quick and easy mounting in any bathroom.

- [Dimensions] Ensure you have 24 inches of space. The bar itself is 22 inches usable, with a total length of 24 inches, providing ample hanging space for towels, robes, and more without needing to fold them.

- [High-Quality Stainless Steel] Crafted from high-quality stainless steel with a brushed grey finish, this towel bar is rust-proof, tough, and combines durability with a modern design.

- [Easy to Organize] Keep your living area tidy and your necessities well organized and accessible.

- [Warranty and Service] It is backed by a limited warranty and 24/7 customer service.

 

Amazon Seller: I’ve mastered the methods to optimize exposure. Do you have any suggestions for improving conversion rates?

 

Amazon Manager: Increasing exposure is just the first step in selling a product. More importantly, having an excellent Listing page and high-quality product images can attract consumers to make a purchase. Online shoppers cannot physically inspect the product, so supplementary images, product descriptions, and other customer reviews play a vital role in building trust and influencing purchase decisions. Let me guide you through the specific methods to optimize the conversion rate.

 

3. Product Description

A. Basic Requirements for Product Descriptions:

• Descriptions should not include company details, promotions, logistics, shipping costs, or any information unrelated to the product itself.
• Note: Once A+ content is added, the product description won’t display on the front-end but will still be indexed for search purposes.
• Product descriptions are generally limited to 2,000 characters, varying by category.

 

B. Optimization Suggestions for Product Descriptions:

• Don’t just provide a brief explanation in the product description. A well-crafted product description can help consumers imagine the experience of owning or using your product.
• Consider the consumer's perspective: What do they want to feel, touch, think about, and receive?
• Providing information about the product experience, usage, and benefits can stimulate the consumer's imagination.
• A well-written product description allows sellers to offer a shopping experience as close as possible to that of a physical store.

 

Manager: For example, your towel rack’s product description could be structured as follows:

The (Brand Name) towel bar is made of 304 stainless steel with a total length of 24 inches and a usable length of 22 inches. This towel rack can be used in the bathroom. Our towel holders are wall-mountable.

Color: brushed grey

Installation type: screw-in

Finish type: painted

 

4. A+ Content

Amazon Seller: How should I optimize my A+ content? Do I just need to include product images and basic descriptions? I’ve heard that A+ content is crucial for conversion rates, but I’m not sure what it should include.

 

Amazon Manager: The main and supplementary images can leave a good first impression, but A+ content is a comprehensive tool for introducing the product in detail. You can provide detailed information about the product’s appearance, material, maintenance methods, and even design concepts. Here are some suggestions for optimizing your A+ content.

 

A. A+ Copy Optimization:

• Consider adding a video that highlights the towel rack’s features.
• Add images that show the texture of the towel rack’s surface.
• Include images that demonstrate the towel rack’s rust-resistant features.
• Add images with maintenance instructions for the product.

 

B. A+ Layout Suggestions:

A+ content has two types of layouts:

1. Brand Story: Let buyers learn about the brand’s history, values, and product range. Use side-scrolling modules to showcase seasonal featured products and add links to the brand’s flagship store.

2. Text-Image Product Description: Provide more details about the product's features and uses, expanding on the key points and images in the main product detail page.

 

I recommend choosing the "Text-Image Product Description" layout for your towel rack and combining the following template modules to provide a more detailed introduction to your brand and product:

• First Section: Use the "Image with Text Overlay" module to showcase your brand, adding product imagery and icons to highlight key selling points, reinforcing the brand's first impression on consumers.
• Second Section: Use the "Standard Single Image and Specs Detail" module to display basic information like the product's size, materials, and quantity.
• Third Section: Use modules like "Standard Four Images and Text" to highlight key product features and selling points.
• Fourth Section: At the bottom, use the "Standard Comparison Chart" module to compare this product with other items in your catalog, highlighting unique features and driving traffic.

 

By following these optimization tips, I’m confident that your product's visibility and conversion rates will see a significant improvement.