Problem #3:  Low Conversions

Result: Wasted Ad dollars, lower sales, lower profits.

Solution: OPTIMIZE!

To find your conversion rate for each product on Amazon, there are two sources of info:

Overall Conversion data:

Go to “reports” on top menu

Click on  “Business Reports”

On left find “By ASIN”

. Click “Detail Page Sales and Traffic”.

For Amazon ads conversion data:

click on “Reports”,

from drop-down menu click “Advertising Reports”,

at the top middle, click on “Search Term Report”.

If needed, click Request Report button

Under “Check Report Status & Download” if needed on the right click “Refresh” button

on the right, click on “download” button next to latest report

Open report as a spreadsheet

Search for “Conversion percentage” .

Analysing Amazon ads data is a big topic in its own right. If it’s overwhelming you, just start with the global conversion data.

PHOTOS

Main product shot is CRUCIAL!

try to differentiate from competition main shots

use the first 7 shots (including the main) for most important things as last 2 are hidden unless shoppers click on them

Have at least 2, maybe 3 shots with a model using the product, preferably in a logical sequence, or if it is is not totally obvious how to use a product.

If you have more than one product, have the 7th shot show a composite picture of your other products, preferably with the ASIN code under each and a little text telling shoppers to put the code in the search bar

Use the last two shots for little product details

Many sellers also put text on their images, effective mini bullet points. It may be against ToS - but it seems to help. Your choice how far you want to push it!

KEYWORDS

For Amazon’s algorithm

This matches customer searches to keywords in your listing

Use Amazon Ads data if you have it: which keywords give best ACoS? Best sales in absolute volume? 

If just starting out, use AMZTracker or other to examine the competition.

Also keep an eye on competitive listings

For Humans:

Make sure the relevant keywords are woven into the copy

Try to focus on those words that convert well if you have data

If no data yet,

Three places to optimize:

Title (obey Amazon’s rules eg 80 character limit

Bullet points - bear in mind features into benefits

The Keywords tab in Seller central>Manage inventory>[Product]>Edit

TITLE:

Get most important keyword first

Ideally get your product title in next

Your brand is least important as most people have never heard of you!

Check Amazon’s latest ToS - including length (may now be limited to 80 Characters)

If you have data:

you can match up best converting/least expensive/most sales keywords with your title. It may not be what you think.

Your best converting keyword may not be the one that makes you most sales. Likewise it may not be cost effective ie profitable

SO analyse your data carefully!

BULLET POINTS

Turn Features into Benefits, e.g. This light has Xenon 214.B lenses - so the light is more focussed, brighter and more visible at night.

Keep sentences short. Keep words short. Assume 8-10 year old reading level!

Be clear! Always answer the “So what?” question.

DESCRIPTION

Flesh out your bullet points