eCommerce Tips: How to Increase Product Visibility on Amazon

Amazon, a behemoth in the eCommerce world, offers immense potential for sellers. However, with millions of products vying for attention, standing out can be challenging. In today’s guide, we’ll walk you through some strategies on how to increase product visibility on Amazon.

TABLE OF CONTENTS
1. Understanding Amazon’s Algorithm
2. Master Amazon SEO & Optimize Product Listings
3. Enhance Product Visibility with A+ Content
4. Leverage Amazon Advertising
5. Build a Strong Brand Presence to Improve Awareness
6. Is The Price Right?
7. Additional Tips for Boosting Product Visibility
8. How VASO Group Helps You Boost Your Product Visibility

Understanding Amazon’s Algorithm

To play the game, you must know the rules. Our first step before diving into optimization tactics is to comprehend how Amazon’s algorithm determines product rankings. While the exact workings are a closely guarded secret, our research indicates the influence of a few key factors:

• Relevance: How well your product matches a customer’s search query.
• Sales Velocity: The frequency of your product’s sales.
• Conversion Rate: The percentage of visitors who purchase your product.
• Price Competitiveness: Your product’s price compared to similar offerings.
• Customer Reviews and Ratings: Positive feedback and high ratings influence visibility.
• Fulfillment Method: Using Fulfillment by Amazon (FBA) often boosts visibility.

This means that to answer the question “How to increase product visibility on Amazon?” you need to optimize your product listings so that they will improve in these metrics above.

Master Amazon SEO & Optimize Product Listings

Search Engine Optimization (SEO) is crucial for Amazon success, as the algorithm assesses your content for relevance to customer queries. As discussed above, relevance plays a major part in product visibility: your product content determines how the Amazon algorithm processes and categorizes your products. For example, if you’re selling shoes for all ages and your product listing content only mentions “children’s shoes,” or use specifically children-targeted content, the algorithm will not show your product for adult shoe queries. As such, creating good product content is about anticipating your customers’ needs and capturing their mindset in your product title, bullet points, descriptions, and A+ content. In a nutshell, a well-optimized product listing is the foundation of strong visibility. Focus on these elements:

• Keyword Research: Utilize tools to identify relevant keywords and phrases customers use when searching for your product. Incorporate them naturally into your listing.
• Compelling Product Titles: Create informative and keyword-rich titles. Include essential product details like brand, size, color, and key features.
• Detailed Product Descriptions: Write engaging descriptions that highlight benefits, address customer pain points, and incorporate keywords. Use bullet points for key features.
• High-Quality Images: Invest in professional product photography. Showcase your product from different angles, using clear and appealing images.
• Leverage A+ Content: If eligible, use A+ Content to create visually rich and informative product pages.
• Back-End Search Terms: Utilize the back-end search terms section to include additional relevant keywords.
• Brand Registry: Enrolling in Amazon Brand Registry offers benefits like enhanced brand protection and improved search visibility.

Keyword Research

There are different keyword opportunities that you can incorporate into your product listing content:

• Primary Keywords: These are the core terms customers use to search for your product. They should be included in your product title, main image, and description.
• Secondary Keywords: These are additional terms related to your product that can broaden your reach. Include them in your product description, bullet points, and search terms.
• Long-Tail Keywords: These are more specific keyword phrases that can target a narrower audience. Utilize them in your product descriptions and search terms.

Keyword Placement

Once you’ve identified some good keywords that are relevant and easy to rank for, start including them in your product copy. However, for each part of the copy, there’s a special recipe for placement of keywords in order to ensure the perfect balance between SEO-friendliness and natural language.

• Product Title: Incorporate the most relevant primary keywords at the beginning of your title.
• Main Image: Use keywords in image file names and alt text.
• Product Description: Naturally integrate keywords throughout your description, focusing on benefits and features.
• Bullet Points: Highlight key features and benefits using relevant keywords.
• Search Terms: Utilize the back-end search terms section to include additional keywords.

Enhance Product Visibility with A+ Content

A+ Content offers a unique opportunity to showcase your product in a visually appealing and informative way. Here’s how to make the most of it:

• Visual Storytelling: Use high-quality images, graphics, and even videos to tell your product’s story. Showcase product features, benefits, and usage scenarios in a compelling manner.
• Comparison Charts: If you offer multiple product variants, use comparison charts to highlight differences and help customers make informed decisions.
• Customer Testimonials: Incorporate positive customer reviews to build trust and credibility.
• Brand Story: Share your brand’s mission, values, and history to connect with customers on a deeper level.
• Product Education: Provide detailed information about your product, including materials, specifications, and care instructions.
• Keyword Optimization: While not as crucial as in product listings, strategically include relevant keywords within your A+ content.

Leverage Amazon Advertising

Integrating Amazon PPC into your eCommerce strategy can significantly boost product visibility. Paid advertising is a great complement to organic marketing efforts, and when used wisely, will help you boost both awareness and sales for your brand. Consider these options from the Advertising Console:

• Sponsored Products: Display your products as sponsored ads within search results.
• Sponsored Brands: Showcase your brand with headline search ads and product image carousel.
• Sponsored Displays: Target specific audiences with ads displayed on product detail pages and other relevant placements.Amazon’s advertising platform is a potent tool for boosting product visibility. Let’s delve into the intricacies of each advertising type.

Sponsored Products (SP)

Sponsored Products are product-level ads that appear in search results, product detail pages, and related product carousels. They are pay-per-click (PPC) ads, meaning you only pay when someone clicks on your ad.

When optimizing SP ads, focus on:

• Keyword Targeting: Utilize relevant keywords to ensure your ads appear for the right search terms.
• Bidding Strategy: Experiment with different bidding strategies (manual, automatic, dynamic) to find the optimal approach.
• Negative Keywords: Exclude irrelevant search terms to improve ad performance.
• Ad Copy: Write compelling ad copy that highlights key benefits and includes strong calls to action.
• Product Targeting: Target specific products to reach customers interested in similar items.
• Campaign Structure: Organize your campaigns effectively using ad groups and campaigns based on product categories or target audiences.

Sponsored Brands (SB)

Sponsored Brands are brand-level ads that appear at the top of search results and include your brand logo, headline, and three product images.

When optimizing SB ads, pay attention to:

• Product Selection: Carefully select three products to showcase in your ad.
• Bidding Strategy: Experiment with different bidding strategies to maximize ROI.
• Landing Page Optimization: Ensure your landing page is optimized for conversions.

Sponsored Displays (SD)

Sponsored Displays appear on product detail pages, related product carousels, and other relevant placements. They are image-based ads that highlight specific products.

When optimizing SD ads, look into:

• Audience Targeting: Define your target audience based on interests, product categories, or demographics.
• Product Selection: Choose products with high-profit margins or those you want to promote.
• Ad Creative: Create visually appealing ads that grab attention.
• Placement Optimization: Experiment with different placements to find the most effective ones.

Build a Strong Brand Presence to Improve Awareness

A strong brand can enhance brand awareness, which encourages purchases and repeat purchases, which increases sales velocity and conversion rate for your products. Growing your unique brand image on Amazon entails several different tactics on numerous platforms. Some tips for building brand presence include:

• Consistent Branding: Maintain a consistent brand identity across all Amazon touchpoints, including product listings, packaging, and customer interactions.
• Customer Experience: Deliver exceptional customer service to build trust and positive reviews.

• Brand Story: Develop a compelling brand narrative that resonates with your target audience.
• Amazon Brand Registry: Enroll in Amazon Brand Registry to gain access to additional tools and protection.
• Customer Experience: Prioritize excellent customer service to build trust and loyalty.
• Storefront: Create an engaging Amazon storefront to showcase your product range and brand story.
• Brand Awareness Campaigns: Utilize Amazon advertising to build brand awareness and reach a wider audience.
• Social Media Integration: Link your Amazon storefront to your social media channels to expand your reach.

Is The Price Right?

Pricing is another factor that Amazon weighs when it comes to ranking your products. Remember, having a better price improves your product’s conversion rate, and since customers are more likely to purchase, your sales velocity also increases. All in all,  having competitive pricing is essential for product visibility on this platform. Consider factors like:

• Competitor Pricing: Monitor competitor prices to stay competitive.
• Profit Margins: Balance competitive pricing with maintaining profitability.
• Dynamic Pricing: Explore dynamic pricing strategies to adjust prices based on demand and competition.

Additional Tips for Boosting Product Visibility

If you’ve found your content, brand messaging, advertising, reviews, and inventory to be satisfactory, we’d like to suggest some additional strategies that you can use to boost your product visibility. Keep in mind, these strategies are mostly complementary, so it’s best to ensure your foundational bases are covered in content, advertising, and reviews before implementing.

• Encourage Positive Reviews & Ratings: Positive reviews are invaluable for boosting visibility and sales. Encourage customers to leave reviews by offering incentives or excellent customer service. Respond to both positive and negative reviews professionally.
• Monitor Inventory Levels: Adequate inventory levels are crucial for maintaining Buy Box eligibility and preventing stockouts, which can negatively impact visibility.
• Product Bundling: Create product bundles to increase average order value and improve search rankings. Consider grouping top performers with lesser-known products in order to drive extra traffic to those products.
• Amazon Vine Program: Invite influential Amazon Vine reviewers to test your product and provide honest feedback. This is a quick way to grow a new product’s reputation and generate some buzz surrounding the new arrivals.
• Seasonal Optimization: Optimize your product listings for seasonal trends and holidays. The renewed content relevance is sure to give you a traffic boost once the seasonal queries start to trend upwards.

How VASO Group Helps You Boost Your Product Visibility

Our experts are well-versed in content and advertising strategies that will improve your product’s visibility and bump your rankings on Amazon’s search results page. We will conduct a comprehensive content and marketing audit to assess the current performance of your listings, then formulate a balanced plan of action that allows you to incrementally execute improvement tactics.