Amazon, like search engines like Google or Bing, has its own algorithm to position the different products it offers. This algorithm takes into account different elements of the content that appear on the product pages, so the copywriting that develops in Amazon will be key. In this article we have the writing keys that will help you improve your advertising strategy. marketing on Amazon to better position and increase your conversions.
How does Amazon position products?
Amazon’s algorithm works in a very different way than, say, Google’s. Unlike this search engine, Amazon’s algorithm, called A9, is not designed to meet the user’s search intent, but to sell more.
However, like Google, Amazon takes into account the keywords and content that appear in the product information. When a customer performs a specific search on the platform by entering a keyword related to the product, the program detects those terms on different product pages and displays them to the user. In addition, there are other factors that influence the position in which a product appears, but it will be late to improve the advice to implement them. Because, according to the data, 35% of users click on the first options that the search engine shows you and there are very few who get to see the second page.
Items on a product page on Amazon
Before delving into the recommendations to implement the copywriting of your product pages on Amazon and thus improve their positioning and conversion, it is important that you know the different parties that they contain and that, like marking, you can edit.
To create the titles of your product pages on Amazon, you will have a total of 250 characters. You recommend that you get as close as possible to this space, you can the algorithm highly values the title when classifying products. Also, keep in mind that this will be the first thing users see.
Next, you will list a series of guidelines that the Amazon platform itself considered key to building the titles:
- Capitalize the first letter of every word, except when there is an “and.”
- Use “and” next to “&” unless the symbol is part of your brand.
- Avoid writing numbers with words.
- Do not include information about prices, promotions or comments on the subject.
- If the product comes in packs, indicate the quantity.
Weigh these indications, the essential is that you write your titles and all the content of your product pages thinking of everything in the clientand not only in the algorithm, because the most important thing is that users understand the product you are spending.
We could say that a perfect product title on Amazon should therefore include:
- The number of marks.
- A brief description of the item.
- The dimensions and color of the product.
Amazon gives you the option to present your product with a main image and several secondary ones. Make sure all of them are of high quality and show the product from different angles. Remember that the main disadvantage of online sales is that the customer does not know exactly what the product is like until the recipient in his case. In addition to the copywriting that is implemented on product pages, images are better suited to combat this drawback.
In total, it is recommended not to exceed 1,000 characters in this section. The object is to inform about the main characteristics of your product, it will be more appropriate, in the description, it will be more in-depth.
In this part, the purpose is to show users in the form of bullets (lists) the benefits of your product compared to the competition, its advantages and its uses. These bullets should neither be very long nor be too many in number. Amazon allows you to include several, which will help the audience hear your product without overwhelming them, and recommends that your content be as clear and concise as possible.
The product description appears more extensively in the product sheet. If you public have come this far, it means that you have managed to capture their interest and that they want to receive more information. It is time to give you more details not only about the product, but also about the sober brand.therefore, give free rein to copywriting and also try to convey your values and objectives.
We could say that the description has the objective of expanding what has already been mentioned in the product description. You have a total of 2,000 characters, which made it easy for you to divide into short and easy-to-read sentences.
5 copywriting tips for Amazon to improve conversion
Once you have known the different parts that a product page has on Amazon and some recommendations to write them in the correct way, it is time for you to discover more in depth what qualities are the elements of the product. drafting that the algorithm of this electrical business depends on the time it takes to position your products.
Research the keywords and use it correctly
The keywords are terms that your audience uses to search for products like yours in the Amazon search engine. Therefore, to appear when a search is made, you must know well those words for which you are searched.
There are different tools to know them. trader’s words, Keyword Planner, Moz, semrush oh Ahrefs his some of them. You will offer extensive keyword listings and information about their search volume. In the case of Ahrefs, for example, you will be able to make a selection of the country in which you want to sell so that they will specifically show you the keywords of that territory.
Once you select your keyword, it must appear in the title, as well as in the characteristics and description of the product. However, quality is always greater than quantity. Including too many keywords can make your text artificial and will backfire, so find the balance.
As we have seen, the description is the part of the product sheet that offers more space to brands to write it. Therefore, it is a good time to comfortably enter the keywords.
In addition to the keywords, it is also before the writing includes synonyms, spelling variants or abbreviations that help you make the text more fluid without having to resort to the keyword.
know your audience
Also to design the keywords that your target audience uses to find products like yours on Amazon, it is also important that you know their motivations and desires in order to prepare the most attractive and persuasive product copywriting possible.
It is important to remember that, many times, the buyer of your products will not be the end user of the product. For example, products for children or adolescents are aimed at this specific audience, but marketing must also be focused on adults, who will be the ones who make the purchase.
The lists of features that we talked about before, weight to be the second written content that we receive your audience, it will be the first in which they see more in depth the features of the product.
Many brands use these vignettes to describe their products only externally, but it is also a good time to start awakening the most emotional part of the customer, also including more emotional copywriting that talks about the benefits internally.
Integrate your customers’ questions
To enrich the copywriting of your products, it will also be interesting to look at the questions and comments that the public leaves about them. Analyzing them, you will realize the most frequent doubts that are usually had about what it offers and it will be a very good opportunity to modify or expand the wording of the description or the characteristics of the product.
Adapt the language to all customers
On many occasions you will see product text messages on Amazon that are very inhuman and somewhat depersonalized, almost as if they were written by a robot. nevertheless, Although we are selling in your personal ecommerce, it is also important that you create a connection with your audience through copywriting.
Use the same language that you use on other sales platforms and appeal to their needs and fears so that they feel understood.
Putting all these tips into practice when opening the copywriting of your Amazon product pages will be a great weapon to differentiate yourself from the competition. Positioning yourself in the most famous marketplaces in the world and the largest in many countries is not an easy task, but the copywriting techniques that we have shown you here will give added value to your product and help your brand to build a reputation and an image on the platform. Of course, all this will be reflected in a better conversion.