Amazon Promotions and Badges

After successfully launching your product on Amazon, increasing sales, and gaining reviews, sellers will usually look for the next steps they can take to further sales even more and make their products stand out to customers. Two extremely effective ways to boost the visibility of your products are through Amazon’s promotions and badges. In this article, we will discuss the main Amazon promotions and badges and why they are so important for boosting your products in the long term.

Amazon Promotions

Amazon promotions can take many different forms, such as a certain percentage off or a buy one, get one free promotion. You can also create more specific deals: for example, a percentage off if you buy 3 products at one time.

The simplest and most effective promotion type is the coupon, which gives a percentage off of the sale price, is visible to everyone, and—most importantly—shows up in the search results for all customers to see. When viewing your product among the other results for your keyword, a coupon showing a percentage off could convince them to click in for more information.

Another popular Amazon promotion option is Subscribe and Save, which offers customers a discount for setting up repeat purchases on products that need to be refilled, such as supplements or protein powder. Customers who are likely to buy and are already loyal to the brand can commit to multiple orders and save money. This is an excellent strategy for those with popular products that have repeat sellers.

Coupons and promotions increase visibility on your product across the site. With a solid product listing (that is, a listing with fully optimized copy, good sales velocity, and positive reviews), promotions can boost clicks and conversions and keep the customer’s attention on your product with a discount in mind. Plus, promotions allow you to temporarily drop your product’s retail price without having to adjust your cost.

Amazon promotions also help increase sales velocity and conversion rate when they are featured in the “deals” section of the site; they can create a sense of scarcity. Customers are already looking for deals to take advantage of and can feel compelled to purchase before the sale ends. However, it is important to keep in mind that promotions are best used as a tool that enhances an already successful product campaign. If you are struggling with achieving sales and momentum with your product, adding a coupon or deal will not necessarily fix that problem.

Amazon Badges

Perhaps the most effective way to stand out to customers in the Amazon search engine is to have a Top Seller or Amazon’s Choice badge on your product. This badge, chosen by the A9 algorithm, automatically creates trust and fosters a sense of legitimacy.

Additionally, when customers use their voice-connected devices (like Amazon Echo) to shop on Amazon, it suggests Amazon’s Choice products first, based on the customer’s search. Having this placement is crucial as shopping by voice becomes more popular.

Amazon’s Choice badges are highly desirable and should be a long-term goal of any seller. Many customers will quickly make their purchasing decision based on a badge, trusting that Amazon knows which product is the highest quality or best value in a given category. This is especially true when customers are searching for a specific keyphrase and looking to make an easy purchasing decision.

Although the exact formula for achieving an Amazon’s Choice or Top Seller Amazon badge is not publicly known, a good way to head towards both is to have large and consistent inventory, lots of sales and momentum, and several positive reviews. This is, of course, the general goal for any successful Amazon seller, and achieving a badge is the icing on the cake that further boosts a successful listing.

The Amazon’s Choice badge has a measurably positive effect on product sales. An extensive report by Profitero studying over 37,000 products found the following:

  1. “Amazon’s Choice has a higher impact on conversion rate, a 25% increase on average, especially on those products with a high number of daily glance views (i.e., the number of views a product page receives).”
  2. “Best Seller has a greater impact on traffic, increasing a product’s glance views by an average of 45%.”
  3. “You should be tracking the presence of Amazon’s Choice and Best Seller badges across your portfolio as a key leading indicator of success. They matter… big time!”

In general, earning Top Seller or Amazon’s Choice badges should be a major goal for any long-term seller. It is a key indicator of success and will help potential customers establish trust in your product before they even click on the listing.

Earning an Amazon badge is no easy task, but its benefits are worth the time and effort. Once you get badges on your products, make sure to find an Advertising partner like Blue Wheel to get maximum visibility for your brand and take full advantage of the badges you have earned.

Want to Make the Most of Your Amazon Advertising? Learn More.

Amazon Fresh Now Offering Sponsored Product Ads

Today, Amazon announced a highly-desired feature that CPG and Grocery brands have been waiting years for—the ability to run Sponsored Products advertising on Amazon Fresh.

Our CEO, Trevor George, spoke with Business Insider earlier today and said AmazonFresh could be a big opportunity for CPG brands to work their way into Amazon’s advertising program.

“This could be a very profitable endeavor for brands that realize this now. Because AmazonFresh is a new area for ads, the cost per click will initially be low.”

Trevor George

What is Amazon Fresh?

According to Forbes, online grocery sales are to reach $100 Billion in 2025, and Amazon is the current and future leader. “With Amazon’s early lead in online grocery and it’s momentum growing thanks to the Whole Foods acquisition, Prime Pantry, Amazon Fresh, and it’s already loyal legions of Prime customers, Amazon is already way out in front in the online grocery battle”.

We already know that Advertising on Amazon is essential to the success of your brand, but until today, Amazon Fresh sellers haven’t had this option. Brands who start advertising on Amazon fresh now will benefit from:

  1. Increased discoverability. Reach relevant shoppers by promoting your Amazon Fresh products across Amazon search results and product detail pages, including AmazonFresh searches.
  2. Reaching the right customers. Your ads will only show to customers who are eligible to purchase your products.
  3. Increased loyalty. Create long-term value by reaching new shoppers and encouraging repeat shopping habits.

As Amazon continues to release new tools and capabilities to its advertising platform, the cost to advertise will continue increasing. Our Director of Amazon, Ryan Burgess, advises brands who sell on Amazon Fresh to start advertising now before it’s too expensive:

“The grocery category, in particular, has a lot of competition from big name-brands who will drive up CPC’s and make advertising less profitable for smaller sellers. The advantage smaller brands have over their larger counterparts is the ability to get started now before it becomes too costly.”

Ryan Burgess

If you are looking to increase profitability while keeping your costs down, you need to use Search Term Isolation as your main Amazon Advertising Strategy. Search Term Isolation is a complex advertising strategy that automatically harvests converting search terms and negates non-converting search terms that are wasting your money. After you are fully search term isolated, you should also check out our take on the top three ways to lower your ACoS while increasing your revenue.

Want to Make the Most of Your Amazon Advertising? Learn More.

Amazon Product Catalog Parity

You’re on Amazon, but you’re not doing as well as you think you should be. What gives?

First things first, you’re not alone. In fact, some of the top brands in the world are actually failing on Amazon by not owning their Amazon product catalog and thus losing control of their product listings to resellers. You could also be failing to take advantage of the fact that you can offer marketplace-exclusive products designed specifically for Amazon. You would make a product exclusive to Macy’s—why not do the same for Amazon? Turns out, marketplace-exclusive products can give you quite a significant boost when coming toe-to-toe with industry heavyweights.

Watch this video with Amazon thought leader Trevor George to learn more about what you should be doing to improve your Amazon product catalog immediately and jumpstart your success on the fastest growing e-commerce platform.

Want to Make the Most of Your Amazon Advertising? Learn More.

Amazon Keyword Research: Beauty Industry Best Practices

Amazon keyword research is the key to e-commerce success. Are you aware of how easy it actually is to amplify who sees your beauty brand on Amazon?

The biggest brands in the beauty industry have gotten a bit lazy with their Amazon advertising. They coast on the name recognition they’ve already built through decades in the industry. As a smaller or growing brand, you can take advantage of this to finesse your own Amazon keyword research. By harvesting your competitors’ branded keywords, you can strategically use them to grow your own potential customer base.

Watch this video with Amazon thought leader Daniel Tejada to learn more about how you can improve your Amazon keyword research skills for the beauty industry and home in on your competitors’ market share.

Want to Make the Most of Your Amazon Advertising? Learn More.

Amazon Prime Day 2019 Guide

What Is Amazon Prime Day?

This highly anticipated annual sales event began in 2015 as a celebration for Amazon’s 20th birthday and has grown exponentially each year since. In 2018, it was Amazon’s biggest sales day ever, until that record was broken by Cyber Monday. (The same pattern occurred in 2017 as well, so let’s not forget about Cyber Monday 2019 either—it’s going to be even bigger!)

Will Amazon Prime Day Be The Biggest Shopping Day of 2019?

The Amazon Prime program has grown to more than 100 million members worldwide. In 2017, Prime Day was made available to countries outside of the US: Austria, Belgium, Canada, China, France, Germany, India, Italy, Japan, Mexico, and Spain. In 2018, it was extended to also include Australia, Luxembourg, the Netherlands, and Singapore.

Similar to Cyber Monday and other events, Amazon Sellers report an increase in sales in the days leading up to and following Prime Day. You should be prepared for higher demand in the weeks leading up to Prime Day in addition to the day of the event. Also remember, Prime Day is technically more than a day—in 2017, Prime Day ran deals for over 30 hours. In 2018, Amazon Prime Day ran for 36 hours and broke records despite a few technical glitches to the system. Be prepared for the long haul of monitoring your sales, advertisements, and inventory as Amazon Prime Day 2019 is shaping up to be a marathon.

Amazon Prime Day has continued to grow year over year. With there being over 100 million Prime customers in the U.S. alone and with Amazon opening up more and more markets globally, Amazon Prime Day 2019 is shaping up to be the biggest year yet for brands and sellers.

Shelby Rothenberg, Amazon Business Development Associate, Blue Wheel Media

This corporate-created holiday, Amazon Prime Day, represents a pivotal moment for e-commerce businesses and marketplace sellers. With $4.19B in sales in 2018, and 2019 projected to be even bigger, it’s important to get your Amazon Prime Day strategy dialed in and ready to go.

Before we start speculating about Prime Day 2019, it’s important to look back on Amazon’s past Prime Day’s as indicators of what to expect this year.

Amazon Prime Day 2018—A Year in Review:

Amazon’s Prime Day in 2018 is estimated to have generated over 4.19 billion dollars in sales during the 36-hour event, and if history repeats itself, this year will be even bigger.

Every year, we continue to see an increase in sales on the platform during Prime Day. We see more deals being run, increased advertising budgets, and more instances of brands leveraging external traffic, like social media, to let customers know about their deals on Amazon during Prime Day.

Sellers need to keep these 3 things in mind:

  1. You need to have an active deal or coupon. Without it, your conversion rates will tank on Prime Day.
  2. Make sure your advertising campaigns and budgets are optimized. The increased search traffic on Prime Day will cause you to spend through your budget faster than normal.
  3. Make sure your campaign bids are optimized. A lot of sellers increase bids and budgets for Prime Day which means CPCs will go up.

On Prime Day, more people shop on Amazon than on Black Friday and Cyber Monday, so you will want to adjust for the increases in traffic. On top of running Prime Day lightning deals, I would increase your usual advertising budgets by at least 25–50%, especially if you are running deals. Without increasing your advertising budgets, you risk your ads getting shut off due to lack of budget, and you don’t want to risk losing sales

For sellers, BE PREPARED. Have a dedicated budget set for advertising during Prime Day, increase bids and focus on top-selling ASINs. If not already in place, I would also suggest utilizing the Dynamic Bidding Strategies and Placement modifiers, though this could be pretty pricey. Have Lightning Deals in place, but if you’re too late to the game for a Lightning Deal or are ineligible, coupons will be a seller’s best friend especially with the influx of customers that we typically see for this event.

I think it will either be a huge hit or a miss for Sellers. If you are just relying on the Prime Day lightning deal slot itself, then you aren’t truly capitalizing on the opportunity.

Use some social media, email, and other marketing hype in the mix and it will be truly beneficial as long as your deal runs at a decent time (you know, not at 4 am).

Creating some SBA’s for the broadest high traffic terms might be a great way to gain extra visibility and capitalize on the increased traffic, even if just for a short time.

If the newly implemented push for 1-day shipping is a success, I predict Prime Day will be even bigger this year. I’m very interested to see how Walmart, Target, and eBay will try to compete this year.

With everything that we learned in 2018, our team of Amazon experts, along with our friends at Rank N’ Bank, have put together our comprehensive guide to succeeding on Prime Day in 2019.

The Don’ts of Amazon Prime Day 2019:

  1. Don’t increase your bids too soon.
  2. Don’t increase budgets on poor performing campaigns.
  3. Don’t advertise products that aren’t on sale.

The Do’s of Amazon Prime Day 2019:

  1. Do watch your bids and budgets on Prime Day and increase campaigns that have historically performed well.
  2. Do use Search Term Isolation to make sure you’re bidding only on relevant, converting keywords for your products.
  3. Do keep your bids and budgets higher than normal in the days following Prime Day, as this is when other advertisers tend to overreact and lower bids/budgets substantially.

The Most Effective Amazon Advertising Strategy for Amazon Prime Day 2019:

Over the years, our team of Amazon experts have crafted the most effective Amazon Advertising Strategy to date. It has been tested and proven successful across many different product categories. It works by identifying your relevant and highly-converting keywords and isolating them with the optimal bid to maximize your efficiency and ACoS.

What is Search Term Isolation?

Search term isolation combines a strict campaign structure with a specific bidding philosophy of isolating search terms. Search Term Isolation is focused on the idea of isolating the search terms that drive conversions and managing the bid exclusively on that search term alone. At the same time, if you have search terms that don’t convert, you can isolate them as negatives or simply keep the bid really low. Together, this creates a flywheel that keeps your campaigns (and Ad Dollars) targeting only towards the best keywords, with the best bids.

How to Set Up Campaigns for Search Term Isolation

First, create one Auto and two Manual campaigns for each group of products. In one of your manual campaigns, bid on solely broad match keywords—let’s refer to this as our Research Campaign. Since these keywords are a broad match type, as we spend money, the campaign will show for many new search terms that might drive sales—hence the name, research.

In your other manual campaign, bid only on exact match keywords—we’ll refer this as our Performance Campaign. We only add search terms to this campaign if they’ve made a sale in the Auto or Research campaign. It’s important to negate search terms from your Auto and Manual Research campaigns after adding them to your Manual Performance campaign to accelerate the Search Term Isolation process.

Post-Prime Day 2019 Maintenance

When you first start a Search Term Isolation strategy, it can sometimes take a while before you’ve harvested enough keywords & bids to really take advantage of its benefits. If you incorporate a Search Term Isolation campaign structure before Prime Day, you’ll accumulate all of this information much faster because of the added sales and traffic leading up to the event.

When a search term from your Auto or Research Campaign makes a sale, you’ll want to pull it out and add it to your Performance Campaign as an Exact Match Keyword. At the same time, negate it from your Auto & Research Campaigns. This isolates that search term and ensures the next time this search is made by a consumer, your Performance Campaign will pick it up—at your desired bid—and make the sale. You can do this by manually reviewing the search term query report or using a technology that has the capability to auto-search-term harvest Isolated Search Terms, ultimately allow you to manage the bid on exactly that search term, rather than the entire group of search terms related to that keyword. This is the most effective Amazon advertising campaign strategy you can utilize to scale while truly managing ACoS and profitability.

Additional Amazon Advertising Tips and Tricks for Amazon Prime Day 2019:

Branded Storefront Prime Day Deals Page

If you’re a brand registered seller or vendor on Amazon, you have the ability to create and launch your own Branded Storefront for free. We’ve covered Amazon Brand Stores in the past, but for Prime Day, a good idea is to create a specific Deals page on your storefront.

On this deals page, feature your Lightning Deals and other best-selling products that have coupons, and share the link to your Store on your social media/email channels for maximum visibility.


The window to submit Lightning Deals for Prime Day is long gone, but if you’re interested in submitting coupons or other price promotions, you may still have time. We definitely recommend running some kind of discount or sale during Prime Day to ensure you don’t lose the customers who are only looking for deals.

You can read more about how Promotions and Badges affect your product’s performance on Amazon, here, but just remember: customers have come to expect deals on Prime Day. Without a discount or deal of some kind, your conversion rates will take a hit.

There’s a lot more to Prime Day than promotions and ensuring your ads are running properly. The first step to a successful Prime Day is making sure your listings are well-written and optimized. The increased traffic and orders you will experience on Prime Day are also a great opportunity to evaluate your seller feedback and product review generation strategy.

Seller Feedback and Product Reviews affect on Amazon Prime Day 2019

In a video interview with Jeff Bezos in the early 1990s, he firmly states that above all, Amazon’s mission is to provide the highest quality customer service possible—even above and beyond controlling a dominant internet presence.

Pretty powerful coming from a guy whose entire business depends on the internet, right?

As the business of selling on Amazon has developed, so has the sophistication of 3rd party sellers. We are moving into times where sellers are becoming more sophisticated and their focus is coming into alignment with Amazon, rather than relying on loopholes and ways to exploit the system for short-term gains.

A major area of this is Brand Reputation Management, a.k.a seller feedback and product reviews.

As Prime Day approaches, it’s important to understand this area of your business and have a plan that allows you to capture as much as you can from the increase in traffic and sales velocity during Prime Day, week, and month.

Although many dream of blasting through their sales goals, selling out of inventory, and receiving their largest payment from Amazon ever…

The top 1% of Amazon sellers are not focused on that. They know with the increase in traffic, the competition of millions of deals, and a mad rush of 1-Click purchases, the limits of Amazon’s marketplace and servers will be tested, as well as their own systems and processes.

Prime Day comes once a year and is your opportunity to fully test the systems and processes you have set up in your business. Specifically, Prime Day will test your:

  1. Listing Optimization
  2. Amazon Advertising
  3. Seller Feedback and Product Reviews

This in-depth guide from Blue Wheel Media and Rank N Bank will break down each one of these core pieces of your business, and give you the advice to ensure this is your best Prime Day ever.

What is Seller Feedback?

Seller Feedback is a rating customers leave regarding their experience with placing and receiving an order from a seller.

Seller Feedback is critical for the health of your seller account on Amazon. It influences your ability to win the buy box, compete for the Amazon Choice badge and gain credibility as a seller in the marketplace.

What are Product Reviews?

Product Reviews are feedback on a product bought by customers. Customers leave feedback on what they like or dislike and what they used the product for.

Amazon uses product reviews to determine the category the product should be sold in, as well as match your product listing sales copy, back-end search terms, and category information.

Your Brand Reputation Management System

Asking customers for seller feedback and product reviews is something you must do in this ever-increasing competitive landscape of selling on Amazon.

Especially when you are preparing for Prime Day, you need to take a second look at your process for requesting this information. If you already have a system set up, great! It’s time to review, enhance, and make it even better.

If you don’t have a system set up, it’s time to get one up and running ASAP! Here at Rank N Bank, we’ve developed a complete system for generating verified seller feedback and product reviews on a consistent basis, and want to share it with you.

Our system is simple yet powerful, and if done right, it can have a huge impact on your credibility in the marketplace and the conversion rate of your products.

The Rank n’ Bank System

This “system” is a 3-part email sequence that you set up in the auto-responder of your choice. There are many on the market, but we choose to use FeedbackFive because of their high deliverability rates and their long-time good standing with Amazon.

  1. MSG-1: Order Details (immediately after item ships)
  2. MSG-2: Seller Feedback request (7 days after item ships)
  3. MSG-3: Product Review request (12 days after item ships)

In each one of these messages, remember that your goal is to provide excellent customer service. You want to make sure the customer has received their order, that it arrived in good condition, and that if they have any issues, you provide multiple ways for them to contact you or your team. You also need something unique to make your messages stand out. For us, we make them personal.

Amazon allows you to use images in these messages, so we make sure to brand each message with our logo banner, an image of the product they purchased, and a profile picture and signature from someone in the brand that they can recognize from marketing or customer support.

We make sure to drip these messages out over a two week period so that we do not overwhelm the customer. We want these messages to be an extension of their experience while buying from us. The goal is for them to think, “Wow… This product and this seller are great!”

Lastly, we make leaving seller feedback and product reviews easy by giving them a big yellow button to click on (FeedbackFive-only feature). This way there is no doubt where to click when they are ready to leave the seller feedback and product reviews.

Our Results

The average Amazon seller who has no Brand Reputation Management system in place receives a 1% conversion rate for seller feedback and product reviews on all of their orders.

We’ve seen that sellers who use our system on average receive 3.5% seller feedback and product reviews. With the increase in seller feedback and product reviews, these sellers learn more about their customers, what they like and dislike about the products, what they use the products for, and gain additional eligibility to Amazon programs like subscribe and save.

If you are interested in learning more, would like to see the templates we use with our sellers, or want us to completely build or transform your Brand Reputation Management System, click the link below and get in touch with us.

We can help you get up and running before Prime Day, and make it your best one yet!

Keyword Research

Where do you even start?

You start with the end in mind. Start by asking, “How do people search for my product?”

The best way to figure this out is by building a mind map with all the keywords that describe your product including functionality, intended use, ingredients, specific attributes, and even competitor brand names.

Start by finding keywords using a 3rd party platform, such as Helium 10, Merchant Words, or Jungle Scout, which provides users with an in-depth analysis on keyword search, search volume, and competition and sales history.

Implementing Research into Title, Bullets, Description, Search Terms

When it comes to implementing the keyword research into the four main areas of a product listing, it’s not as hard as it sounds. But there are a few rules you must follow to achieve the best organic rank and long-term results.

When it comes to implementing the keyword research into the four main areas of a product listing, it’s not as hard as it sounds. But there are a few rules you must follow to achieve the best organic rank and long-term results.

  • Rule #1: To boost relevancy, add the highest search volume keyword that you want to rank for in the first three words in the title.
  • Rule #2: The initial keywords in your first three bullet points are the most important because those keywords are given more ranking juice and stand out which help increase your search relevancy.
  • Rule #3: Use different variations of keyword phrases and search terms to boost your listing for a variety of long-tail searches.
  • Rule #4: Descriptions need to include highest traffic keywords towards the beginning of the listing to boost search relevancy much like the title and bullets. It’s important to note that you need to write a description which maximizes all 2000 bytes allowed.
  • Rule #5: Backend search terms should include product synonyms and keywords that help give Amazon a holistic view of what your product is all about.

Implementing Keyword Research into your Title

Through your in-depth keyword research, you’ll identify search patterns, common reasons for purchasing, and keyword phrases that’ll help you design a title that uses your customer language and stands out to pull them into reading the bullet points and description.

We’ve found that adding your brand name into the title does not have a major impact on sales or rankings because the brand name is already present in the byline, which appears at the end of the product title as a blue hyperlink.

If you add the brand name into the title, it will take up valuable characters which leave less space to add important keywords that could help you rank. Your product will already rank for your brand name because it’s in Amazon’s backend.

Here’s an Example of our Title Framework

Top 3 Converting Search Terms or Keywords + Top 2 Benefits / Desires / Solutions + Statistical Information + Product Variation + Product Size

Here is an example of a winning title:

Boot Wax, Polish and Leather Conditioner – Protect & Seal Rugged Worn Leather – Formulated with Beeswax and Natural Oils for a Heavy Duty Protectant – Family-owned Since 1957, 8oz

Keto Collagen Fiber Bar – High Fiber, Low Carbs – Dairy Free, Soy Free, Gluten Free, Non-GMO & No Added Sugar – Perfect Keto & Paleo Snack with Creamy Coconut Inside Dipped in Dark Chocolate (12 Bars)

Here is an example of a bad title:

Clearance Sale! DEESEE(TM) Jump-Rope-Soft-Beaded-Segment-Jump-Rope-Fitness-for-Men-Women-and-Kid (Orange)

(Swiss quality Formula) 1x Phytoscience PhytoCellTec Apple Grape Double StemCell stem cell anti-aging by PhytoScience

How to Write Compelling Copy that Ranks & Converts

Now that we know how to implement our keyword research into our listing title, we need to examine how to write product listing bullets and descriptions that not only rank organically but will convert searchers into buyers.

Bullet Points

The bullet points should be thought of as your key product features or quick statements that describe your product and cover all areas of customer needs/desires. The more information you provide about your product within your product listing, the more discoverability you will have.

It’s recommended that you utilize all 500 character bytes that Amazon provides and use keywords synonyms to give additional context on what your product is and how it works when people are searching. But make sure you aren’t keyword stuffing your bullet points.

Here is a quick guide on what you should add to each bullet point for your Amazon Product Listing:

  • Bullet point 1: Address your customer main pain points. Add your top 3 keywords in this section if possible.
  • Bullet point 2: Describe your product’s unique selling proposition and why your product is different compared to other​ products in the same category.
  • Bullet point 3: List instructions for how to use the product and include its benefits.
  • Bullet point 4: Tell the brand story, be authentic & transparent. Give concise and qualitative reasons why you are different.​
  • Bullet point 5: Provide a guarantee. Every good business can guarantee something about their​ products. Include your guarantee here and make it as clear as possible.

Product Description

With 2000 characters available to you, this is your chance to write a product description that is keyword rich, highly relevant to search intent, and speaks the customer’s language.

When positioning keywords in the description, follow the exact same format as you do for titles and bullets. Always repeat the most important keywords from your title in the bullets and description and position the most relevant and highest search volume keywords at the start of your listing.

Be sure to not rewrite word for word for what is already included in the bullets. Use different descriptive keywords and describe the product’s key features. It’s important to add in the brand name, size, product type, and model number to cover all the bases when ranking for what people are typing in.

Write your product descriptions in HTML, which will provide a better structure for the content and help break up the text copy making the content easier to read. We use paragraph tags, line break tags, and bolding tags. The HTML will help to make your listings stand out compared to many competitors who don’t use this pro tip.

Search Terms

Backend search terms are vital to the success of your optimized product listing. The backend search terms should be words that customers associate with your products that don’t make sense to have on the front-end or key search phrases from the Amazon SERP search bar.

Amazon provides five rows for you to fill in additional keywords such as search terms, subject keywords, style keywords, and relevant information that is not already captured by other fields such as product name, key product features, product description, and brand name.

Do not use the same keywords that are in your title. Your backend search-terms should include category unique keywords, misspellings, product adjectives, alternate names, abbreviations, and similar product descriptive keywords.

When you are adding these additional keywords in the back-end, all you need are spaces between your words. You do not need to use commas or any other separators.

If you follow the recommendations and best practices above for your Amazon Product Listing Optimization, seller feedback/reviews, and Amazon Advertising Strategy, you will be more likely to have a successful Prime Day on Amazon this year. Of course, don’t forget the basics! Make sure you have plenty of inventory, a solid advertising strategy, great product listings, and a robust seller feedback and reviews strategy to maximize your success before, during, and after the biggest ecommerce day of the year—Amazon Prime Day 2019.

Want to Make the Most of Your Amazon Advertising? Learn More.

How to Optimize Your Title for Mobile on Amazon

Did you know that nearly 70 percent of 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. 

How Did I Lose the Amazon Buy Box?

If you are selling on Amazon you may have noticed the new “Urgent Brand Health” alert that has popped up when you log into Amazon Seller Central (see below). If you’re curious like us, you might be wondering what this new widget does and if you should be paying attention to it.

As it turns out, while this feature and dashboard are new, the basis of what Amazon’s doing here is not. For the last several years, Amazon has had an invisible policy built into the Amazon Buy Box algorithm. This algorithm scrapes the internet looking for prices across every item in Amazon’s catalog, checking to see if any other retailers are offering a better deal than Amazon.

In the event your product is priced lower elsewhere on the internet, Amazon can take you out of the coveted Amazon Buy Box unless you lower your price. This new dashboard will show you all of the items in your catalog that are affected, and what price changes you’ll need to make to become eligible again.

Losing the Buy Box has severe ramifications across your entire Amazon business. Savvy sellers know that you need to be in the Amazon Buy Box to run advertising, as your Sponsored Products campaigns won’t run if somebody else (or nobody) is winning the buy box. Additionally, you could see a dramatic loss in daily sales by losing the buy box on a product.

The biggest concern is that if your product is being sold off Amazon, you are going to be price matched by Amazon across the multiple platforms where that product is being sold, whether by you, an authorized retailer or an unauthorized reseller and the prices they are selling it could negatively impact your ability to win the Amazon Buy Box.

This leaves you with three options when Amazon presents you with Brand Health warnings that affect your ability to win the Buy Box:

  1. Lower your price to meet the competitive price proposed by Amazon to gain back the buy box and allow you to reengage your advertising and recover sales.
  2. If you don’t accept the competitive price proposal, you effectively forfeit control of your product listings Buy Box. This causes your Amazon advertising strategy to be paused automatically for those SKUs and requires customers to select your listing from the buy now options.
  3. Investigate where your products are being sold for a lower price off Amazon and see what your options are to gain price reductions. On controlled selling channels such as your own ecommerce website, adjusting the price to match Amazons is relatively easy and straight forward, while third-party marketplaces will require you to investigate MAP enforcements across your product catalog and lastly investigate any unauthorized resellers listing your product for sale.

This isn’t the first time we have seen an alert like this from Seller Central, but it is clear that Amazon is getting even more aggressive in its pricing demands, even for sellers. Make sure you’re actively involved and checking your Amazon Brand Health report to ensure your product listings are winning the Amazon Buy Box and continuing to convert at 100% optimality for your brand.

Be sure to check out the Amazon Advertising Guide to the Galaxy for the ultimate Amazon Advertising Resource!

Want to Make the Most of Your Amazon Advertising? Learn More.

Amazon Advertising Guide to the Galaxy

This isn’t your typical eBook—our Guide to the Galaxy is filled with advanced strategies and tips to help you achieve real growth. With decades of combined experience, our Amazon Advertising Experts share every intricacy and detail they’ve learned about how to win on Amazon in 2019. You’ll learn about listing optimization, product images & videos, Amazon PPC & Display Advertising, and more—all taught by industry thought-leaders.

2019 will be a monumental year for Amazon Sellers. What are you doing to stay ahead of the game?

What Makes Great Amazon Product Listing Content?

Is your Amazon Product Listing built to compete with the biggest brands in the market? You may not realize it, but your Amazon Product Listing has a wide range of best practices, features, and tactics to build the perfect high converting listing that is required to drive incremental sales. Taking full advantage of every product photograph, feature bullet point, product title, and enhanced brand content is vital to converting shoppers into purchasers. Watch below as Daniel Tejada breaks down what you can be doing to improve your Amazon product listing immediately and jumpstart your success on the fastest growing e-commerce platform. 

In this video, we touch on the Amazon product listings and the importance of ensuring you are adhering to Amazon best practices and the competitive advantages that come along with ensuring you are doing so. We get hands-on with the brands you love—brands you know—and expose what they’re doing wrong on Amazon. You will be surprised to see how some of the top brands in the world are failing on Amazon by not taking full advantage of the product listing optimizations available to them and losing out on incremental sales to competitors that are. The value of investing in proper imagery, enhanced brand content, detailed broken out bullet feature points, and an Amazon-optimized product title is imperative to ensure you are maximizing your Amazon Product Listing and exposing more and more searchers to your products.

Want to Make the Most of Your Amazon Advertising? Learn More.