January 13, 2021
Amazon Advertising New Reporting Features for 2021
Product listing content is one of the most important factors for ranking well organically on Amazon. Did you know that there are ways to ensure your backend Amazon information is updated outside of just keywords for SEO? Or how you can utilize other brand performance areas in Seller Central to also help contribute to a higher ranking? Developing a plan for each of these two questions will set your brand up for success organically on Amazon even more. This will also positively impact your Amazon Ads performance when a customer lands on your product page. This may seem like a lot to think about, but we will cover how to do this most effectively for your brand.
Let’s start with looking at each area of your Amazon product listing to see if it’s optimized and retail ready. First, your product title has the most weight in terms of Amazon SEO, which is why you not only need your Parent ASIN’s title optimized, but also all your child ASIN’s too. Amazon allows you up to 250 characters but will suppress your listing if it gets above 200. Also, for the listing to see as many conversions as possible, the highest volume search terms need to be in the first 80 characters. We recommend your product title should be at a total of 100-130 characters MAX. It’s also important to make sure you use words versus special characters/symbols and make sure each word’s first letter is capitalized. The reason for this is because these are requirements from Amazon directly.
Next, let’s talk about your Amazon listing bullets. These are very valuable areas where you can put other highly converting keywords in your content. Amazon only indexes the first 1,000 characters of your bullets now. It’s important to make sure each bullet is at or under 200 characters. In your first 3 bullets, you want to talk about the most valuable USP’s (Unique Selling Points) about that specific product. Then in the last 2 bullets you want to answer common questions or 1-star review comments. This way it helps answer those concerns proactively for new customers who are considering purchasing your product. Note: do NOT put your email address or 1-800 number in your bullets, this is against Amazon’s policies because it’s directing the customer away from Amazon’s website.
Creative also has a large weight in not only ranking, but for your customer experience in general. It’s important that you have 2-3 images of different views of your product, then the remaining 4-7 images are either infographics or other lifestyle images. Most customers are visual, so they don’t want to read a lot of text. Make sure your images are 1000×1000 pixels to ensure they get approved and a customer can use the magnification feature on desktop and mobile. This is important because you want your customers to have a consistent experience no matter what device they use. It’s also important to add a video to your product listings, ideally less than 15 seconds. In the first 2-3 seconds of your video, you want to focus that customer’s attention on features of the product, how to use the product, or what makes your brand stand out.
Let’s not forget about your product description as you build out your Amazon A+ content. It has up to 2,000 characters here to tell your brand story. You can also add more features that may not fit in your bullets and description. In terms of Amazon SEO weight, descriptions have lowered in relevancy but are still a critical part of having a retail ready page. You can also highlight more uses of your product and add more detailed information.
Product reviews and Seller Ratings are a go-to for almost all Amazon customers when researching products and how they perceive your brand. No one likes negative reviews or reviews below 3 stars in general, but there are ways to make this an important part of your customer’s experience with your brand. The more you respond to reviews/ratings less than 3 stars, the chance of a new customer converting can increase 20-40%. It will show that the brand takes a valuable interest in your customers and wants to give them a great experience. There are many tools to help you automate this process, while also staying in compliance with Amazon with your responses, so we highly suggest you explore these tools as you start receiving hundreds, if not thousands of reviews per month.
Now the moment you’ve been waiting for: how do you update your backend information in addition to your Amazon SEO keywords? First, let’s touch on Amazon SEO keywords because previous tactics here have changed in 2020. In your Brand Dashboard, go to Search Term Optimizer. This will give you a list of all your ASIN’s and if they have been optimized. When you click on “Run search terms optimization”, this is going to bring you to a page that has a list of all your backend keywords tied to each of your ASIN’s. Amazon will highlight in a pink font color the ones that are either repetitive to what’s already on your product page, or keywords that don’t have a high search volume, or use words that Amazon doesn’t suggest like “and”, “for”, “amazing”, “new”.
So, if you can’t repeat keywords that pertain to your product, or if certain words aren’t highly searched, what do you do? The answer is this: add cross-sell keywords AND add your competitor’s keywords here up to 249 bytes. This will help boost your listing on search results where you may not normally appear and will give the customer an add-on option or new option in comparison to your competitors. If you start adding these types of keywords, Amazon will evaluate them before you click “Publish” to help you know if they will be effective.
Don’t download another flat file and start from scratch or try to copy and paste what you had before in a new flat file. The reason for this is that Amazon changes the number of columns and required columns pretty frequently in these flat files so it could cause more headaches. The best way to go about this is to go into Seller Support and ask for a “Category Listings Report”. When you fill in the Products Created From Date, make sure you use a date that is all the way back to your first product on Amazon. This way it gives you a comprehensive list of all your products.
This report will generate manually in your Inventory Reports sections after you get confirmation from Amazon on the phone, or in email, that they have activated this. This report will only be available for 5 days, so make sure to download this report immediately. It’s going to have all your products listed plus all the front-end information (product titles, bullets, etc.) and backend information (keywords, dimensions, callouts, etc.). This will give you a clear picture of the areas that are missing on your listing from the front to the back. While some columns may not be “required”, it’s still a great opportunity to fill these in because the more information you have, the higher the chance of increasing your organic rank.
Once you have your front-end and backend information 100% retail ready, or as much information as possible added, then your listing is set up for success on Amazon.