New Seller Incentives: Over $50,000 in Referral Fee Savings per MarketplaceNew Seller Incentives: Over $50,000 in Referral Fee Savings per Marketplace
Is Amazon Listing creating a total jam?9 practical listing tips from 16-year-old sellers, use them directly!
Seller A: The advertising fee has been increased by 3 times, there are only a few more orders, and the conversion card is at around 0.1. How can I fix it?
Seller B: The copy has been changed N times. They are all 'good material' and 'excellent quality'. Users don't even read it, and the detail page bounce rate is very high...
Seller C: I took 8 photos of the main image, and the number of hits hasn't been more than half that of others, so all the traffic is going to be wasted!
Seller B: The copy has been changed N times. They are all 'good material' and 'excellent quality'. Users don't even read it, and the detail page bounce rate is very high...
Seller C: I took 8 photos of the main image, and the number of hits hasn't been more than half that of others, so all the traffic is going to be wasted!
Obviously, you posted ads and took pictures, but Listings rarely converted?No one sees the copy and can't click on it. What exactly is the problem?
The core is that 👉 Listing doesn't hit the “user decision point”.
In order to help everyone receive steady traffic, today we specially invited Lao Wei, the creator of cross-border content to open a global store on Amazon, to dismantle his optimization mentality at the bottom of the box one by one, all of which are dry goods that can be directly implemented.
The core is that 👉 Listing doesn't hit the “user decision point”.
In order to help everyone receive steady traffic, today we specially invited Lao Wei, the creator of cross-border content to open a global store on Amazon, to dismantle his optimization mentality at the bottom of the box one by one, all of which are dry goods that can be directly implemented.
When consumers see a good detail page, they want to replace it
When optimizing listings, many sellers always focus on “not enough characters” and “not taking all the pictures”, but judging from Lao Wei's experience, the core of a detail page that really moves people is one point: “Let consumers “imagine themselves using this product” after reading it.
But to do this, it's not enough to just pile up the scene; you must first grasp two keys:
1. Comply with Amazon Listing rules, otherwise even the best content may be restricted;
2. It accurately fits the focus of consumers' attention and highlights their pain points, pain points, and even their sense of satisfaction and honor, so that imagination can come true.
But to do this, it's not enough to just pile up the scene; you must first grasp two keys:
1. Comply with Amazon Listing rules, otherwise even the best content may be restricted;
2. It accurately fits the focus of consumers' attention and highlights their pain points, pain points, and even their sense of satisfaction and honor, so that imagination can come true.
01 Let's talk about Amazon rules first ——
For example, the main image must have a pure white background, and the title keywords cannot be piled up more than 2 times. These basic rules are “entry tickets”. For example, the title must start with the brand name. This type of listing is more in line with Amazon's listing completeness requirements, so it is easier for consumers to see at the top of the search page, which in turn creates imagination.
For example, the main image must have a pure white background, and the title keywords cannot be piled up more than 2 times. These basic rules are “entry tickets”. For example, the title must start with the brand name. This type of listing is more in line with Amazon's listing completeness requirements, so it is easier for consumers to see at the top of the search page, which in turn creates imagination.
02 Let's talk about consumers again ——
Online shopping can't touch physical goods. Consumers actually buy “expectations for a better life,” but this kind of expectation did not come out of thin air.
Online shopping can't touch physical goods. Consumers actually buy “expectations for a better life,” but this kind of expectation did not come out of thin air.
🐈⬛ Take selling pet products as an example 🐱
❌ Simply saying “material safety” may not be enough
✅ You must first grasp the pet owner's pain point: “I'm worried that the dog will chew on the furniture” ➡️ Then extend to the itch point: “I want my dog to have an exclusive toy and not dismantle the house” ➡️ Finally, imagine the scene: “My dog bites the toy and doesn't give up, so I don't have to follow the back to clean up”.
* The above examples are for reference only, and the final effect is not guaranteed
❌ Simply saying “material safety” may not be enough
✅ You must first grasp the pet owner's pain point: “I'm worried that the dog will chew on the furniture” ➡️ Then extend to the itch point: “I want my dog to have an exclusive toy and not dismantle the house” ➡️ Finally, imagine the scene: “My dog bites the toy and doesn't give up, so I don't have to follow the back to clean up”.
* The above examples are for reference only, and the final effect is not guaranteed
Therefore, a good detail page is never a “heap of information” or a “hard scenario,” but rather “binds product selling points to the real concerns of consumers under a compliance framework.” Sellers are advised to think from the consumer's point of view:
1. What issues (pain points) were they struggling with before using this product?
2. What problems can be solved after use, or even minor satisfaction (itchiness, satisfaction)?
If you explain these clearly, and add a compliance scenario map, it may work for all 10 parameters. Naturally, consumers' imagination comes true.
1. What issues (pain points) were they struggling with before using this product?
2. What problems can be solved after use, or even minor satisfaction (itchiness, satisfaction)?
If you explain these clearly, and add a compliance scenario map, it may work for all 10 parameters. Naturally, consumers' imagination comes true.
Don't hardwrite the copy
Title+5 points “Conversion Formula”
Title+5 points “Conversion Formula”
Many sellers write copywriting either with reference to competing products or heap parameters. Lao Wei combined 16 years of operating experience to disassemble the actual method of title, five-point description, and product description, and summed up a fixed 'conversion formula' of copywriting. He discovered from practice that writing according to the formula can both comply and impress users.
01 Title: The Ultimate Six Elements
The title is the “first face” of Listing. It must not only be recognized by the Amazon system, but also let users understand the value in seconds. From Lao Wei's practical experience, he summed up the “Six Elements of the Ultimate Title”:
The title is the “first face” of Listing. It must not only be recognized by the Amazon system, but also let users understand the value in seconds. From Lao Wei's practical experience, he summed up the “Six Elements of the Ultimate Title”:
1 ️ ︎ Brand name: The title must begin with the trademark name. This is a requirement of platform rules, and is also the key to building brand awareness — “even the smallest individual has its own brand”;
2 ️ ︎ Core product terms (generally covering 2-3): This is the source of traffic, lets users know what you sell at a glance, and is also the main basis for Amazon search matching;
3 ️ ︎ Function/feature/attribute terms: Highlight product differentiation highlights, which can not only attract the attention of users, but also combine them with core terms into long-tail words to cover accurate groups of people;
4 ️ ︎ Aesthetic modifiers: hit on users' inner concerns, enhance product quality, and encourage orders;
5 ️ ︎ Punctuation breaks: Using commas and parentheses to break the information into small paragraphs is not only comfortable to read, but also enhances keyword memory;
6 ️ ︎ Quantitative terms (exclusive to batch products): If it is a multi-pack, directly indicate the quantity to attract users who want to stock up.
2 ️ ︎ Core product terms (generally covering 2-3): This is the source of traffic, lets users know what you sell at a glance, and is also the main basis for Amazon search matching;
3 ️ ︎ Function/feature/attribute terms: Highlight product differentiation highlights, which can not only attract the attention of users, but also combine them with core terms into long-tail words to cover accurate groups of people;
4 ️ ︎ Aesthetic modifiers: hit on users' inner concerns, enhance product quality, and encourage orders;
5 ️ ︎ Punctuation breaks: Using commas and parentheses to break the information into small paragraphs is not only comfortable to read, but also enhances keyword memory;
6 ️ ︎ Quantitative terms (exclusive to batch products): If it is a multi-pack, directly indicate the quantity to attract users who want to stock up.
02 Five-point description: “content+format” is a two-pronged approach
The five-point description is not a “product manual”; it is a “solution list”. To achieve “when users read it, they think, 'This is exactly what I need. '” Lao Wei summed up practical techniques in terms of both content and format:
The five-point description is not a “product manual”; it is a “solution list”. To achieve “when users read it, they think, 'This is exactly what I need. '” Lao Wei summed up practical techniques in terms of both content and format:
On the content: Capture 4 details and click on the user:
1 ️ ︎ Show selling points: Propose solutions from the user's perspective: don't talk about “we have XX functions”; talk about “you can solve XX problems if you use it”. Refer to competitor reviews and own user feedback to refine 5 core selling points and highlight differentiation;
2 ️ * Embed keywords: naturally scattered, not piled up: distribute the core words, synonyms, and synonyms collected earlier in 5 points to increase the possibility that the listing will be searched;
3 ️ EASY TO READ: Match the language habits of the target country, don't use unfamiliar words;
4 ️ ︎ Anti-infringement: Avoid unauthorized brand names.
1 ️ ︎ Show selling points: Propose solutions from the user's perspective: don't talk about “we have XX functions”; talk about “you can solve XX problems if you use it”. Refer to competitor reviews and own user feedback to refine 5 core selling points and highlight differentiation;
2 ️ * Embed keywords: naturally scattered, not piled up: distribute the core words, synonyms, and synonyms collected earlier in 5 points to increase the possibility that the listing will be searched;
3 ️ EASY TO READ: Match the language habits of the target country, don't use unfamiliar words;
4 ️ ︎ Anti-infringement: Avoid unauthorized brand names.
In terms of format: 3 tips to improve reading experience:
1 ️ * Add subheadings at the beginning of each sentence: Each characteristic point is best placed at the beginning of the sentence with a word or phrase. One characteristic point can cover 1-2 selling points, and the words at the beginning of the sentence can be distinguished in all capitals;
2 ️ * You can add a numeric serial number as the beginning;
3 ️ * Control the length: 2-3 lines should ideally end in half a line. Each characteristic point forms a small natural paragraph, which is easy for consumers to read.
1 ️ * Add subheadings at the beginning of each sentence: Each characteristic point is best placed at the beginning of the sentence with a word or phrase. One characteristic point can cover 1-2 selling points, and the words at the beginning of the sentence can be distinguished in all capitals;
2 ️ * You can add a numeric serial number as the beginning;
3 ️ * Control the length: 2-3 lines should ideally end in half a line. Each characteristic point forms a small natural paragraph, which is easy for consumers to read.
03 Product description: Four-stage structure
Product descriptions are divided into two types: plain text and A+ pages. The “text-only four-section structure” shared by Lao Wei — suitable for all sellers, especially small and medium sellers, can quickly bring them closer, resolve concerns, and facilitate order placement:
Product descriptions are divided into two types: plain text and A+ pages. The “text-only four-section structure” shared by Lao Wei — suitable for all sellers, especially small and medium sellers, can quickly bring them closer, resolve concerns, and facilitate order placement:
Part I: Brand Feelings Story, Bringing You Closer
Use the growth experience of a brand or company to tell a story that resonates, turning the relationship between “seller and user” into “we are the same kind of people.”
Use the growth experience of a brand or company to tell a story that resonates, turning the relationship between “seller and user” into “we are the same kind of people.”
Part II Product Description, Avoiding Buying Mistakes
Briefly explain product parameters and product details, etc., mainly to enable consumers to accurately and clearly understand product content, avoid purchasing mistakes due to vague information, and reduce returns.
Briefly explain product parameters and product details, etc., mainly to enable consumers to accurately and clearly understand product content, avoid purchasing mistakes due to vague information, and reduce returns.
Part III Quality Assurance and Commitment, Resolving Concerns
You should express your own control over products, after-sales service, customer service, etc., and resolve consumers' doubts and concerns in purchasing decisions.
You should express your own control over products, after-sales service, customer service, etc., and resolve consumers' doubts and concerns in purchasing decisions.
Part IV: Packaging Information to Strengthen the Desire to Buy
Include content such as your product and quantity, parts, accessories, and giveaways to enhance consumers' understanding of what they will receive after purchasing.
Include content such as your product and quantity, parts, accessories, and giveaways to enhance consumers' understanding of what they will receive after purchasing.
Visual optimization
Click on the main image and attach the image to promote conversion
Click on the main image and attach the image to promote conversion
When consumers browse the listing, they mostly only look at images. The images are unappealing, and no matter how good the copy is, it's for nothing. Based on his many years of operating experience, Lao Wei has some of his own optimization experiences for main images, attached images, and A+ pages.
01 Main picture: Pay attention to compliance, show texture in details
The main image is first displayed on the search results page and plays a critical role in attracting consumers' clicks.
The main image is first displayed on the search results page and plays a critical role in attracting consumers' clicks.
1 ️ * Show real product images. If you look at the picture as shown in the product itself, don't overrender, which can easily cause misunderstandings and misjudgments in the consumer's shopping experience;
2 ️ ︎ Must be a pure white background (RGB: 255, 255, 255), highlighting the overall product;
3 ️ * Do not include accessories/watermarks/illustrations/logos, etc., nor text in the main image;
4 ️ ︎ In order to ensure the clarity of the visual effect, it is best to choose 1000*1000 (or 1600*1600) pixels, and the product body should occupy 85% of the image space to ensure the beautiful appearance of the product;
5 ️ * The picture is generally in .jpg format, which shows 100% of the complete product effect, and the image should not have a border;
6 ️ ︎ In terms of actual operation, try not to shoot the main image horizontally and vertically, and try to show a three-dimensional three-dimensional effect. It should be presented according to the actual length, width and height ratio, be intuitive, clear, and atmospheric, and not cause distortion due to imbalance. Certain PS effects (lighting/reflection, etc.) can be added to enhance the beauty of the product and stimulate customers' desire to buy;
7 ️ ECT A good main picture, preferably showing a “Level 3 Rocket” effect: three-dimensional, clear, and textured.
2 ️ ︎ Must be a pure white background (RGB: 255, 255, 255), highlighting the overall product;
3 ️ * Do not include accessories/watermarks/illustrations/logos, etc., nor text in the main image;
4 ️ ︎ In order to ensure the clarity of the visual effect, it is best to choose 1000*1000 (or 1600*1600) pixels, and the product body should occupy 85% of the image space to ensure the beautiful appearance of the product;
5 ️ * The picture is generally in .jpg format, which shows 100% of the complete product effect, and the image should not have a border;
6 ️ ︎ In terms of actual operation, try not to shoot the main image horizontally and vertically, and try to show a three-dimensional three-dimensional effect. It should be presented according to the actual length, width and height ratio, be intuitive, clear, and atmospheric, and not cause distortion due to imbalance. Certain PS effects (lighting/reflection, etc.) can be added to enhance the beauty of the product and stimulate customers' desire to buy;
7 ️ ECT A good main picture, preferably showing a “Level 3 Rocket” effect: three-dimensional, clear, and textured.
02 Additional photos: Stimulate buying interest in details
The main image is responsible for 'attracting clicks', and the attached image is responsible for 'dispelling concerns and facilitating orders'. However, many sellers only focus on 'what to shoot' and ignore 'how to present', causing attached images to be ineffective. Combining years of practice, Lao Wei first disassembled the 5 types of core attached images, and then added 5 practical details that must be paid attention to.
The main image is responsible for 'attracting clicks', and the attached image is responsible for 'dispelling concerns and facilitating orders'. However, many sellers only focus on 'what to shoot' and ignore 'how to present', causing attached images to be ineffective. Combining years of practice, Lao Wei first disassembled the 5 types of core attached images, and then added 5 practical details that must be paid attention to.
5 types of core attached maps, covering the entire decision-making process
1 ️ ︎ Multi-angle core selling point display map (detailed map) /function map, so that the quality can be seen: it is important to note that while showing the details, it is best to insert appropriate text descriptions, illustrations, background, quality details, etc.;
2 ️ ︎ Physical comparison map/size chart to solve “untouchable” pain points: by comparing with familiar items in daily life, make up for the lack of physical experience in the online shopping process;
3 ️ ︎ Application scenario map, so that consumers can “imagine themselves in use”: Through lifestyle application scenarios, consumers can see and understand the uses, and use application scenarios to generate expectations and imagination for the beautiful life that the product can bring;
4 ️ ︎ Product packaging map conveys intention and enhances popularity: A well-designed package can show the seller's attitude and level of intent towards the product, and can portray a good brand impression in the consumer's mind;
5 ️ ︎ Product material cut/core disassembly diagram: For high-end products or electronic products, this detail can be used to show the product texture, which is a powerful tool for persuasion.
1 ️ ︎ Multi-angle core selling point display map (detailed map) /function map, so that the quality can be seen: it is important to note that while showing the details, it is best to insert appropriate text descriptions, illustrations, background, quality details, etc.;
2 ️ ︎ Physical comparison map/size chart to solve “untouchable” pain points: by comparing with familiar items in daily life, make up for the lack of physical experience in the online shopping process;
3 ️ ︎ Application scenario map, so that consumers can “imagine themselves in use”: Through lifestyle application scenarios, consumers can see and understand the uses, and use application scenarios to generate expectations and imagination for the beautiful life that the product can bring;
4 ️ ︎ Product packaging map conveys intention and enhances popularity: A well-designed package can show the seller's attitude and level of intent towards the product, and can portray a good brand impression in the consumer's mind;
5 ️ ︎ Product material cut/core disassembly diagram: For high-end products or electronic products, this detail can be used to show the product texture, which is a powerful tool for persuasion.
5 practical details, avoid pits+improve efficiency
1 ️ * In the attached image format, it is best to use “picture+text”. The picture conveys intuitive details, and the text guides consumers to think according to the content we want to express;
2 ️ * In the text format, use “title+simple description”. The first letter of each word in the title line is capitalized, and the simple description is presented in a sentence. As a summary of the details of this image, the sentence is complete, and the first letter must be capitalized;
3 ️ ︎ The text font in the picture, Arial font is recommended;
4 ️ * The color of the text in the image, blue or gray is recommended (red is taboo);
5 ️ * It is important to note that you should not include a certified logo in the image, and do not show the logo of other brands in the physical comparison map or application scenario map. These may lead to infringement complaints.
1 ️ * In the attached image format, it is best to use “picture+text”. The picture conveys intuitive details, and the text guides consumers to think according to the content we want to express;
2 ️ * In the text format, use “title+simple description”. The first letter of each word in the title line is capitalized, and the simple description is presented in a sentence. As a summary of the details of this image, the sentence is complete, and the first letter must be capitalized;
3 ️ ︎ The text font in the picture, Arial font is recommended;
4 ️ * The color of the text in the image, blue or gray is recommended (red is taboo);
5 ️ * It is important to note that you should not include a certified logo in the image, and do not show the logo of other brands in the physical comparison map or application scenario map. These may lead to infringement complaints.
03 A+ page: strengthen trust and facilitate order placement
The A+ page is not a repetition of the main image and attached images; it is an “additional persuasion.” Don't pile up too much text, mainly images, and text as supplements — users see A+ as “scan” rather than “read”; let them quickly get to “why did they choose you”.
The A+ page is not a repetition of the main image and attached images; it is an “additional persuasion.” Don't pile up too much text, mainly images, and text as supplements — users see A+ as “scan” rather than “read”; let them quickly get to “why did they choose you”.
Lao Wei's A+ page design experience
On the one hand, you should refer to the A+ page template and image pixel requirements provided; on the other hand, you can refer to the image details described in the attached image to display. The purpose of the A+ page is similar to the attached image. Through details and text, consumers are keenly interested in the product, which in turn generates purchases.
On the one hand, you should refer to the A+ page template and image pixel requirements provided; on the other hand, you can refer to the image details described in the attached image to display. The purpose of the A+ page is similar to the attached image. Through details and text, consumers are keenly interested in the product, which in turn generates purchases.
Don't mess around with keywords
You can only get traffic if you choose the right one and put it right
You can only get traffic if you choose the right one and put it right
In a listing, keywords act as a bridge and link. By setting keywords, sellers allow Amazon to capture and then display them; buyers search by keyword to see the corresponding products on Amazon, and then place an order and purchase them.
01 Understand the three types of keywords first, don't mix them
✅ Broad words (big words): These words span a wide range and are not accurate enough to target customer groups;
✅ Precise words (core words): The search terms most commonly used by buyers when purchasing products, composed of highly relevant product terms and modifiers, and have a high degree of matching with products and users, strong targeting, and high conversion rate;
✅ Long-tail words (blue ocean words): This is a relatively long category of keywords. It is often composed of multiple modifiers and product terms. Because it is highly targeted, the conversion rate is often high, but also because it has a very clear direction, it is also less frequently searched.
✅ Broad words (big words): These words span a wide range and are not accurate enough to target customer groups;
✅ Precise words (core words): The search terms most commonly used by buyers when purchasing products, composed of highly relevant product terms and modifiers, and have a high degree of matching with products and users, strong targeting, and high conversion rate;
✅ Long-tail words (blue ocean words): This is a relatively long category of keywords. It is often composed of multiple modifiers and product terms. Because it is highly targeted, the conversion rate is often high, but also because it has a very clear direction, it is also less frequently searched.
02 Search these 3 places for keywords
✅ Category header listing
✅ “Buying Keyboards” in the search box drop-down menu
✅ Ad data report
✅ Category header listing
✅ “Buying Keyboards” in the search box drop-down menu
✅ Ad data report
03 How to fill in search term keywords?Do not exceed 250 characters
Search Term keywords are in the background, not visible in the front office, but they are important for searching. Judging from Lao Wei's operation experience, pay attention to when filling in ST keywords:
✅ Do not exceed 250 characters;
✅ Don't misuse filling in other people's brand names, don't fill in misleading and irrelevant keywords, and don't use or rarely use keywords that are repeated in the title;
✅ In terms of placement order, priority is given to precise keywords, just separate them with spaces, and try not to repeat them;
✅ If a keyword consists of multiple words, arrange them in the most logical order;
✅ In the algorithm, single and complex numbers have no effect, but there is a difference in the actual search. If there is space, you can write a combination of singular and complex numbers.
Search Term keywords are in the background, not visible in the front office, but they are important for searching. Judging from Lao Wei's operation experience, pay attention to when filling in ST keywords:
✅ Do not exceed 250 characters;
✅ Don't misuse filling in other people's brand names, don't fill in misleading and irrelevant keywords, and don't use or rarely use keywords that are repeated in the title;
✅ In terms of placement order, priority is given to precise keywords, just separate them with spaces, and try not to repeat them;
✅ If a keyword consists of multiple words, arrange them in the most logical order;
✅ In the algorithm, single and complex numbers have no effect, but there is a difference in the actual search. If there is space, you can write a combination of singular and complex numbers.
Lao Wei had something to say:
Listing optimization is not a “one-time job,” but rather a “slow polishing” process. I generally recommend sellers to:
1 ️ * After optimization, observe for 3-7 days to see if there are any changes in traffic or conversion;
2 ️ * Adhere to the principle of “two without optimization, three optimization”, as follows:
● 2. Not optimized: when sales are stable; when sales are growing steadily;
● Three optimizations: when parameters are miswritten; when sales drop drastically; when there is no sales for a long time.
Listings must be “refined” rather than “rich” if they want to attract traffic. Thoroughly polish every detail of the copywriting, visuals, and keywords, so whether it's advertising or reporting a campaign later, it will be smoother.
Listing optimization is not a “one-time job,” but rather a “slow polishing” process. I generally recommend sellers to:
1 ️ * After optimization, observe for 3-7 days to see if there are any changes in traffic or conversion;
2 ️ * Adhere to the principle of “two without optimization, three optimization”, as follows:
● 2. Not optimized: when sales are stable; when sales are growing steadily;
● Three optimizations: when parameters are miswritten; when sales drop drastically; when there is no sales for a long time.
Listings must be “refined” rather than “rich” if they want to attract traffic. Thoroughly polish every detail of the copywriting, visuals, and keywords, so whether it's advertising or reporting a campaign later, it will be smoother.
The above content only represents the creators' personal opinions. The data is for reference only, and does not represent the official views of Amazon Global Store.
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