Article

Mike Wilsonn
Mike Wilsonn 30 September 2016

Conquer Your Amazon Listings by Avoiding Copywriting Mistakes

Amazon has a flair for attracting a huge seller base owing to its flexible seller and vendor central architecture. With so many products to be inventoried, building a product detail page on Amazon can be a tedious task.

Amazon has a flair for attracting a huge seller base owing to its flexible seller and vendor central architecture. With so many products to be inventoried, building a product detail page on Amazon can be a tedious task. A successful amazon listing cycle has a number of moving cogs, and copywriting is an essential one. There are minor mistakes which are often overlooked by the copywriters leading to inaccurate product listings. Here is a common list of mistakes which you can avoid to conquer your amazon listings:

Title Character Count & Suppression Rule

Amazon product listings has title character counts which are in completely disarray. It has one character count at one place and a different character count in other places, which eventually misleads the seller.

To rectify this issue, Amazon announced a title suppression rule last year (but implemented it a few months ago). As a result, if you use more than 200 characters in several categories (in Add-A-Product), say 240 characters, your listing might get suppressed. This is when the Add-A-Product page itself mentions a word limit of 250. It directly contradicts the suppression rule put forth by Amazon itself.

You can ask the reason behind this inconsistency on Amazon Seller Central by putting a query, and try to maintain a good ranking of your listings by limiting your title’s character count.

Not Including Keywords in Feature Bullets & Description

If you include keywords in feature bullets and descriptions, you assume that they will be indexed for search. But are they really? Before Amazon updated their Style Guides and Seller Central pages (about 19 months back), a highlighted note displayed – ‘The contents of the product description and feature bullets aren’t indexed for search’.

In the updated version, you will find that feature bullets and descriptions are indexed for search.

This oversight might lead you to neglect the use of keywords in feature bullets and descriptions, and hence cause damage to the ranking of your listings.

Repetition of Keywords to Improve Rankings

Amazon has maintained one product listing specification constantly over the years. You don’t need to repeat keywords over and over again (unlike Google or Bing) while optimizing your Amazon content. Amazon knows that an article with repetitive use of keywords renders it useless, for neither it helps your rankings nor your conversion ratio. Although, there is no penalty in doing so, but using a key-phrase repeatedly in your product title or description makes your article redundant.

Filling All 5,000 Characters of Search Terms with Keywords for Relevance Sake Makes it Irrelevant

If you want to make sure that your product is found by your customer, you should optimize the description of your product, NOT stuffing your Search Term fields full of keywords that are hardly relevant. When Amazon increased its Search Term word limit to 5000, many sellers decided to jump on the bandwagon and filled the space with absurd keywords. Eventually, their listings suffered like a wrecking ball.

If you redirect your customer to your product details page, and the customer doesn’t make the purchase, Amazon notices that you are driving traffic to a page that doesn’t make sales. Consequently, they begin to reduce your visibility in the search results until your page doesn’t show up at all. Thus, you should spend more time evaluating each article, and optimize it carefully.

Researching Individual Key-WORDS Instead of Key-PHRASES

Amazon Keyword Search keeps confusing the seller. Visitors type key-phrases into the word search box on Amazon.com. But sellers include keywords while optimizing their content. This leads to wrong results and misleads their traffic. As a seller, you should use keyword research tools, and get a list of highly relevant key-phrases searched by potential customers. Further, de-duplicate those keywords and take the final list in your Product name or/and search term field.

Amazon product description copywriting services offered by professionals can improve the quality and amount of traffic your product pages receive as well as increase conversion ratio.

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