Prime Your Product Experience: Unleash the Power of Amazon

From the look and feel of your website to crucial product information like photos, descriptions, and user generated reviews to the searchability of your products on your site, product experiences in the digital realm can encompass a lot of different aspects. The full product experience, however, goes beyond just your owned and managed areas; in fact, suffice to say that’s only a fraction of the entire product experience. 

So what are the other pieces? Well for one, not everyone purchases your products directly from your website. While your website undoubtedly offers a stellar product experience, there’s a vast array of marketplaces and touchpoints where customers engage with your offerings, and there’s one behemoth that should come to mind when it comes to eCommerce, the OG, the Trillion Dollar Juggernaut: Amazon. 

So just how important is it to be listed on Amazon? Well let’s just say that, in the United States, Amazon accounts for 50% of all eCommerce sales That’s 50% of every sale made online happening through Amazon; if percentages aren’t your thing, that’s half. For comparison, eBay, Apple, and Walmart, which have only 6.6, 3.9, and 3.7 of the request share, independently. And, as far as traffic goes, Amazon ranks as the 4th most visited site in ComScore’s list of the entire internet. 

I think it’s fair to say that it’s important to be listed on Amazon. But with over 353 million unique products sold by the powerhouse, how do you offer the best experience that stands out in the myriad of this giant online marketplace? Let’s take a look at three of our favorite ways to optimize your product experience offering on Amazon, ahead of the Prime Day 2023 sequel in October.

1. Information about your product matters, and it matters a lot. 

Much like SEO on your website, Amazon SEO likes structured data about your products. The seven important information factors to consider in each one of your product listings are:

• Keywords:  Choose keywords that are highly relevant to your product. Think about what potential customers might type into the Amazon search bar when looking for your item.
• Product images: Use high-resolution images that showcase your product from various angles, with various models, or in various sizes.
• Product titles: Craft clear and concise titles that convey what your product is, but also incorporates important keywords.
• Product pricing: Consider shipping costs when setting your price, and research competitor pricing or offer promotional codes to encourage brand loyalty.
• Product descriptions: Explain the benefits of your product and provide detailed, informative descriptions that are easily readable.
• Key features: Emphasize what sets your product apart from competitors, and include specifications or technical information
• Backend search keywords: Use the backend search keywords field to include additional relevant keywords that may not fit naturally into the product listing .Don’t repeat keywords you’ve already used in other fields, and include synonyms or alternative phrasings to capture a broader audience.

Instead of trying to “game” the system, make sure the products are in the accurate categories and the keywords are appropriate for products. Descriptions should be written about direct use cases for the products. Remember, you are trying to capture direct search terms, not deliver fluff with products. 

2. Keep everything up to date. Refresh and manage your product listings regularly.

Amazon is not just a “set it and forget it” type of marketplace. It requires products to be updated, changed, and managed in a way that keeps up with ever-evolving buyer behavior and demand. 

For example, if you’re selling pickles, and there’s a new trend on TikTok about delicious Chamoy pickles, you’ll want to ensure that you’re updating the titles of your pickle listings to address what someone might be searching for; instead of a restaurant looking for some deli pickles, you might suddenly find yourself with a flood of Gen Z buyers looking to try the most sour candy pickle known to man, and you want to make sure you still capture their searches. Keep your descriptions up to date with the times, and have the ability to address trends in the market to capture more demand.

3. Create an EXPERIENCE. 

I know, it’s cliche, but focusing on creating an actual experience with your Amazon listing is probably the most important thing you can do, mostly because of the Amazon Sales Rank.

What is Amazon Sales Rank? It’s a numerical ranking system that Amazon uses to indicate a product’s popularity and sales performance, similar to Google’s quality rank. However Unlike Google’s quality rank and authority score which is somewhat shrouded in secrecy, Amazon’s Sales Rank is easy to find and how it’s calculated; it’s based on all-time sales of an ASIN/Product where recent sales are weighted more than older sales.

So how do you get a better Amazon Sales rank? Creating a true product experience that considers how shoppers actually shop. With Amazon in particular, it’s often a price-related. 

Think about it; how many times have you walked into a brick-and-mortar store, found a product you were looking for, but noticed the outrageous price and instantly pulled out your phone to order it on Amazon instead? And while you’re browsing the Amazon listing, you check out the user reviews, product photos, FAQs, and realize you actually needed a different product anyway and purchased the right item on the spot. While the main driving factor behind the Amazon purchase was price, there are so many other aspects that affect the shopping experience that need to be taken into account. In order to coordinate all of these facets, a comprehensive Product Experience (PX) Strategy is necessary.

Strong Product Experiences on Amazon

Your product experience offering is not just about your owned website, but includes all the various touchpoints that a shopper could interact with your product. Amazon’s influence in the eCommerce space is undeniable, so ensuring that your Amazon presence is optimized can go a long way to making sure your product experience strategy is optimized.

If you’re interested in learning more about how to activate and optimize your Amazon product experience offering, you can reach out to an Akeneo expert today to learn more about Activation for Retail.