Have you ever created a new product page for an item you want to sell on Amazon? If you have, then you know just how important it is to make sure you have the best title and keywords on the product page. If you currently create product pages, or are interested in doing so sometime soon, then I’m excited to share with you a guest post from my friend, Karon Thackston, who is the author of the very helpful book: “Amazon Advantage: Product Listing Strategies to Boost Your Sales.“ In today’s blog post, Karon shares with us 5 little-known facts about keywords and Amazon product listings that could hinder your success. Tip #3 is one that I had no idea about and I’m so glad that she shared it in this post.
5 Little-Known Facts About Keywords & Amazon Product Listings That Could Hinder Your SuccessBy Karon Thackston
Lately I feel like a broken record. It seems the more people I talk with, the more times I hear, “I didn’t know that” when it comes to keyword-related facts about Amazon product listings. Most people are making this way harder than it has to be. In fact, many are seriously wasting space by not following what Amazon clearly lays out in the Seller Central Help section. Let’s take a few minutes to go over some specifics from Amazon so you can start benefiting from the right way to use keywords.
Not using keywords correctly in your product listing copy and not having them formatted the right way in your keyword fields can cost you both traffic and sales.
1. Amazon (Basically) Counts The Title As A Keyword Field
Many people believe that they must put the keywords in the keyword fields and also in their product name/title. Not true. According to Amazon:
In essence, Amazon’s internal search engine works by exactly matching individual words (not phrases) that the customer types into the search box with the individual keywords you put into your product title and keyword fields.
2. The Title And The Keyword Fields Hold Equal Weight
I think the belief that the title holds more weight than the keyword fields comes from people who are flooded with information about ranking well on Google. Title tags hold more weight with Google so, therefore, most people assume the same is true about Amazon. Incorrect.
Amazon specifically tells us not to “waste space” by repeating words across certain fields because they are all included when a shopper conducts a search.
Amazon’s search engine works by combining individual words, not by looking to match entire phrases. There is no need to waste valuable keyword space by entering:
USB computer speaker, USB Bluetooth speaker, USB iPhone speaker, etc.
Instead, remove the repeated words and put them into a logical order.
USB computer speaker Bluetooth iPhone
So, instead of using 63 characters with the original list, now you’ve only used 37, leaving you a lot more room for additional keywords.
4. Amazon Accounts For Stemming, Plurals & Commas
Another common debate is whether you should use commas and plurals in your keyword fields. Seller Central outlines this clearly as well.
Stemming is taking a root word and adding various endings to it. For example:
As you see below, Amazon can handle “basic” stemming. I have not found a definition of “basic” but my interpretation is plurals and common other endings such as “ing.” Anything beyond that I would consider adding as another search term.
No commas are needed in your keyword fields. In fact, as stated in the next screen capture, you don’t need any type of punctuation. Amazon’s system ignores commas … all you need is a space between the terms.
There is a common practice of putting other brands into your keyword fields. The assumption is that this is a good way to get more traffic to your page. Actually, putting irrelevant keywords into your fields (including brand names that aren’t yours) is a good way to have your listing removed. Amazon classifies this as keyword bombing and makes it known that your product listing could be deleted from the category it is in if you’re found guilty of using irrelevant keywords to drive traffic.
Having the correct keywords in place and having your keyword fields set up the way Amazon suggests will play a big role in boosting the visibility of your products to qualified customers who are ready to purchase. It isn’t hard to do once you understand the way Amazon works best.
Thank you, Karon, for this very helpful post that will definitely help people boost their sales when creating product pages on Amazon!
In Karon’s ebook, “Amazon Advantage: Product Listing Strategies to Boost Your Sales,” she goes through the exact step-by-step process she uses when creating product listing copy for clients. After having written Amazon descriptions for years, the Marketing Words team has become experts in what Amazon will and will not allow and how to develop listings that rank well and convert shoppers into buyers.
I have personally read this book and know that it can help you if you currently create new Amazon product pages or would like to sometime soon. I wish I had a book like this when I had first started creating product pages. Now, I’m inspired to go in and update some of my current listings to make them even better. This book helps remove a lot of the guesswork about what you need to be aware of when creating product pages. Not only will this guide help you make money, it will actually save you money because you won’t be wasting time creating poor product pages.
FREEBIE: You can also download a free cheat sheet from Karon with 5 product listing secrets for Amazon sellers.
Want to learn more? Karon also contributed another excellent guest post where she discussed the 3 most common (and wasteful) mistakes sellers make with their Amazon listings.
Karon will be checking in here periodically, so if you have any questions or comments for her, please make sure to add them below.