Did you know that nearly 70 percent of Amazon.com shoppers place their orders using a mobile device? This accounts for most sales, yet sellers don’t tend to realize that Amazon’s mobile platform displays your product listing differently in search results than it does on the desktop platform. You may feel confident in your desktop search results, but what about your mobile search results? Fear not! We are going to share some important tips and tricks on how to optimize your listing for the mobile platform, and how that could benefit your overall performance.
Let’s begin with a game of Spot the Differences. Below is a search for beach tents on a mobile device (up top) and on a desktop (below).
Were you able to figure it out? If you said “Title length,” you’re correct. The main difference between mobile search results and desktop search results is the length of the title. On the mobile platform, Amazon will only display the first 75 characters* of your title, compared to the 120 characters allotted on desktop. In the case of the beach tents, here are how the mobile search results measure up:
- Product “A”: “Pacific Breeze Easy Beach Tent” is concise, simple and to the point. The title remains within the 75-character* limit, making it suitable for both mobile and desktop; however, it lacks the descriptive factors that can really make your listing stand out.
- Product “B”: “WhiteFang Beach Tent, Pop Up Instant Family Tent with UPF 50 Protection, 3-4…” works within the 120-character limit. Some great specifics about the product are highlighted early on, such as its “UPF 50 Sun Protection.” Nevertheless, the title cuts off at the 75-character* mark for mobile. The fact that “3-4” refers to the tent’s capacity is lost on the mobile listing, along with its highly desirable “windproof” design.
- Product “C”: “Oileus X-Large Beach Tent Sun Shelter – Portable Sun Shade Instant Tent…” suffers from the same shortcomings as the “WhiteFang” tent.
Tip # 1: Strategically structure your title so that the most descriptive, stand-out characteristics land within the first 75 characters*
Feature-rich and inviting, this title makes your product stand out amongst its competitors. In order to maximize your character limit, avoid repetition and be selective in your choices. Carefully consider what the top 3–5 features are. Once you’ve identified what those are, work them into the beginning of the title.
As an example, Product “B” would benefit from showcasing that it houses 3–4 people, is windproof with UPF 50 protection, and has an instant pop-up design. By being selective and rearranging the stand-out features to appear at the beginning, the mobile title can read as “WhiteFang Beach Tent, 3–4-person Instant Windproof Pop-up with UPF 50…”. All the secondary descriptors can be arranged toward the end, reserved for the desktop search results where the character limit is more generous.
I know what you’re thinking: “My product has so many amazing features; there is no possible way I can fit that into the first 75 characters of the title!” Rest assured that title isn’t the only focal point for the customer.
Tip # 2: Leverage the white space available on the main page
This space is a great opportunity to further reinforce all the added features that your product has to offer. Let’s take another look at Product “B.” This is a perfect example of tactfully incorporating imagery to enhance a listing. The colors pop against the blank canvas, and the sleek icons below the beach tent emphasize the product’s star features. Not only does it echo the title’s promise of a 3–4-person capacity and UPF 50 protection, it offers another layer of detail displaying its “Quick Opening” and “Ventilation” capabilities. The image is eye-catching, but it also tells a story.
Especially when you’re paying Amazon to advertise your products, you want to make sure everything is as optimized as possible. Knowing that most customers shop on mobile in addition to desktop, optimizing your product description for mobile can increase your click-through rate and improve your advertising RoAS.
So, there you have it, our tips and tricks for optimizing your mobile product listing. With Amazon consumers trending toward making purchases on the go, it’s vital that you work to remain ahead of the curve. By optimizing your title and taking full advantage of the white space on the main page, your product will be a cut above the rest!
*The mobile character limit may vary slightly depending on the category you are selling under. 75 characters is the average allotted limit.