Presentation and visuals are essential for an Amazon listing. How customers see your product is everything on Amazon. An e-commerce shopping experience is entirely different than a traditional in-store purchase.
For instance, think of the last item you purchased on Amazon. The last thing I bought on Amazon was an electronic part I needed to repair my son's Power Wheels car. His electric vehicle died, and I needed a new gas pedal to make it work again. So I googled the part name, and wouldn’t you know, in a Google search, the component was available on Amazon.
Let’s analyze why that worked for the Amazon seller. I knew what make and model my son’s car was. I typed in the make and model along with the word gas peddle. Google and Amazon work well together. Utilizing the Amazon Power Wheels replacement gas pedal listing information, Google could present me with the link on the first page near the top few searches. How did the merchant become number one or two on the Google page? Search Engine Optimization or SEO. How do you improve your SEO on Amazon and Google for your product? One of the best ways is A+ Content.
First steps, you must be brand registered through Amazon’s Brand Registry Program before you are allowed to submit A+ Content. Save yourself some heartache and confirm you are brand registered with Amazon. If your brand is not registered, do that first.
A+ Content is a visually appealing section added to the seller's Amazon listing. It replaces the plain and uninteresting product description on the listing page. Eye-catching and informative, Amazon A+ Content enhances the user experience and boosts conversions.
Upgrading your Amazon products to A+ Content is highly recommended. It gives merchants a valuable competitive edge and encourages shoppers to buy now. Amazon estimates that A+ Content can increase sales by up to 3-10%. Writing copy for your A+ content is an opportunity for additional keywords.
If you've used SEO before, you probably know about keyword research. With Amazon SEO, keyword research shares similarities with traditional SEO but with a buyer-focused twist. Similar to traditional SEO, focusing on long-tail keywords is essential. These keywords consist of three or more words and are used to search for products on Amazon. Like my Power Wheels example, I knew the brand name, the model, and the generic name for the go button (gas peddle), and those words were in the seller's title, bullet points, and A+ Content.
Your brand may not be as well known as Power Wheels, and that’s ok. You must focus on the product's function rather than your brand name. This is called buyer-focused SEO. Write titles and sentences in your A+ Content describing what your customer wants in a Google or Amazon search. For example, don’t use your brand name in a sentence or title if you have a traveling belt. Rather than “HideNSeek waist belt,” write “travel money belt.” Customers don’t know who HideNSeek is yet and are not googling or searching for the brand name on Amazon.
Once you've selected your keywords, integrate them into your listings, including product titles and descriptions. Keywords will improve the visibility of your products in search results.
Using long-tail keywords will help interested leads find your product listings, including all relevant keywords crucial to direct all potential customers to your listing. You can use a free Sonar tool to identify the keywords for your Amazon SEO campaign. It focuses explicitly on Amazon keywords, providing search volume data to help prioritize them.
Once you understand long-tail keywords, you will go from the standard keywords mentioned above, “travel money belt,” to something like “Can pickpockets steal from money belts?” “Are money belts safe?” “Are money belts worth it?” “What is a money belt?” these long-tail keywords will help customers find your product, and all of these examples can be easily included in your A+ Content by typing these examples and then answering the question for your customers they will feel more secure in purchasing your “HideNSeek” brand.
A+ Content allows you to provide detailed product descriptions with engaging images and infographics. Extra content helps customers make informed purchasing decisions, leading to higher satisfaction and fewer negative reviews. A+ content helps showcase unique selling propositions (USPs) by highlighting product benefits and features that differentiate from competitors.
For example, feminine hygiene products like Asana Teen and Asan Women line USPs could uniquely use USP. They are targeting the none toxic materials, antibacterial, chlorine-free, and designed by a female chemical engineer with women’s needs built into the design. A+ content modules like comparison charts, infographics, image galleries, and text blocks can effectively demonstrate these USPs.
Brand sellers also have the option to include their own Brand Story. Positioned just above the A+ Content, the scrollable carousel allows sellers to share brand values, build connections, and showcase their product catalog. Don’t stop there. A+ Content can open a funnel of searches toward your product page. Utilizing keywords, bullet points, and exciting product features, sellers can draw in customers from the top-of-funnel searches to their brand and excel at their growth.
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