Many sellers are in full swing preparing for Prime Day, and they also ask questions from time to time: ► With the same selection, why are others able to hit the top in the peak season, but I can only run silently with them?
► Heavy traffic on Prime Day is coming soon. Can I catch the traffic when it comes?Why is the conversion rate of other people's products so high?

Today, Xiaobian will unravel this mystery for all sellers. N self-inspection forms will help you master the listing methodology you can understand as soon as you read it!

It's not too late for drainage and transformation!
In particular, for the drainage of products prepared for big promotions, first, optimization requires a process of continuous trial and error, testing, and iteration, and continuous optimization to finally reach an explosion; second, start optimization as soon as possible to increase the chances of consumers seeing early and adding to the shopping cart early!
It's time to optimize your listings this month!

Let's first clarify a concept. The completeness of the listing mentioned here not only indicates whether this listing can go online, but also includes whether it can go online and whether the listing has the elements to attract traffic and possibly increase conversion after going online. You can rate your Listings using the form below 👇

To make it easier for customers to find products listed by sellers on the Amazon Marketplace, sellers need to associate the correct browse nodes and refinements with the products.
If the seller doesn't set up browse nodes and refinements, the seller's products won't be included in the refined search, which can cause many opportunities to miss out on exposure.

Keywords can be defined as words that describe a product. This may be a word or group of words (phrases) used by customers to search for products. Generally, keywords should be words that explain the product name or its characteristics. Sellers can add more keywords to the ASIN's search terms field to describe the product. These keywords aren't visible to buyers.
Accurate and rich keywords help increase the chances of products being searched, so that products can be displayed with more offers. Indirectly increase the click-through rate of products and bring in more traffic.

The product name, or title, is the component that conveys the brand, model, and performance information most intuitively and clearly. Tell the consumer “What is this product?What are its main features?”, displayed on the search results page product information and at the top right of the product page.
The product name is equivalent to the physical store name and product name. Good, accurate product titles help customers make correct and quick purchases. It also helps build a brand route. The product title also affects whether the product appears in search results, and affects the product's exposure rate and click-through rate.

Every product on Amazon needs one or more product images. The main image of a product appears in search results and browse pages, and is the first image customers see on a product detail page. The “main image” should be accompanied by images to show the product from different angles, the product in use, and details not shown in the “main image.”
High-quality product images not only affect product conversion rates, but also product search rankings. Main images make up a large percentage of search results pages. The customer's most intuitive impression of the product comes from the main image. As a result, the quality of the main image greatly affects the click-through rate.

Product highlights can convey important product features and highlight important or special information about the product. The data shows that well-written product highlights can help increase sales.
Product highlights can be differentiated from other similar products by conveying the main functions and selling points of the product. Simple and good product points help customers to better understand product information and understand the appeal of products. Further enhance the appeal of products to customers.

A product description is a more in-depth text description of the product. The detailed description is not only a more detailed introduction to the product's features, but also supplements the main points of the product. The product description is more specific and detailed than the main points of the product, and is more like writing a copy.
A well-written product description can help consumers imagine the experience of owning or using a product. Product descriptions enable sellers to provide a shopping experience as close to a physical store as possible. Furthermore, in an increasingly mature online shopping environment, more and more consumers are choosing to shop on mobile phones. On Amazon mobile, the detailed description appears before the five-point description. Therefore, a good product description can increase customer trust in the product, thereby promoting conversion.

The A+ page is displayed at the bottom of the PC listing, and the product promotion effect can be improved by combining images and text.
What is different from ordinary product description pages is that it can show actual product usage scenarios through rich graphics, videos, etc., create a product usage atmosphere, reflect product functionality, greatly increase the attractiveness of the product page, and increase the Amazon Listing conversion rate, thereby increasing sales.

Basic optimization is mainly to enhance the effectiveness of drainage. Self-inspection can be carried out from the three aspects of classification node settings, accurate search keywords, and title refinement, and Basic optimization.

A browse node (generally referred to as a leaf node) is an endpoint used to categorize products, making it easy for buyers to find products through search and browse functions. As customers browse, they can further narrow down their search by selecting specific product categories and subcategories to target the products they want to buy. For accurate drainage, it is necessary to select the classification on the leaf node (that is, the minimum classification).

Sellers can ensure that the browse node is set up correctly by checking the product path information on the product detail page:

☑ The input is a leaf node, not a branch node
☑ Make sure there are no missing nodes

When setting search keywords, sellers are divided into two steps: searching for words and embedding words:
🟠 Search for words: When sellers set keywords, their core is to target consumers' concerns about selling points. It is necessary to refer as much as possible to various relevant information within and outside the site, make horizontal comparisons, remove refinements, consider buyers' search habits and thoughts, and combine current hot terms to optimize and integrate high-frequency keywords searched by buyers.

Sellers can search for search keywords separately in both internal and external dimensions through the following methods, and then integrate, optimize, and set keywords related to all products:

☑ Target selling points that consumers are concerned about by collecting text descriptions of selling points and consumer reviews of similar products on the Amazon Marketplace
☑ Refine high-frequency selling points through advertising reports in Seller Central
☑ Search for target sites through search engines Local search keyword websites and check keyword rankings
☑ Check search bar recommendations and related product slogans through the target site's local retail website
☑ Check the product selling points that buyers are concerned about through overseas evaluation blogs or videos of related products

Product titles must first meet compliance requirements, have certain basic specifications and guidelines, and there are also relevant prohibited word rules in different language pages.

General rules:
● If a bundled product, state value in parenthesis as (pack of X) after the product title
● Do not use ALL CAPS
● Use numerals (2 instead of two)
● Spell out the unit of measure (6 inches instead of 6)
● Don’t include symbols (～!* $ ? _ ~ { } [ ] # <> | * ; / ^ ¬ ¦)
● Don't use dependent characters or emojis
● Don't include product price or promotional messages such as ‘discount’ or ‘free shipping’
● Don't include subjective comments, such as ‘Hot Item’ or ‘Best Seller’
● Don't include your seller name in the product title
⚠️ Note: Amazon's specific word count requirements for titles vary from site to site and category. Please search each site's “Style Guide” for details.

Of course, a compliant product title is only a basic condition for the product to be successfully launched. Summarize and follow the rules of high-quality titles, and optimize the title in a targeted manner to make your product title stand out of the product list.

Three elements of a good title:
☑ Core words: 1 to 3 keywords; product targeting terms; terms used by consumers to search for products
☑ Selling points: material/function/scene, etc.; other words that differentiate similar products
☑ Easy to read and understand: simple, clear format; no word stacks

It is recommended to use the title format
Brand name + core keywords + (characteristic word/function terms/attribute words) + others (specifications/audience/scene/compatibility, etc.)

Examples
ABC Bluetooth Speaker, 6W Deep Bass Portable Waterproof Speakersfor Outdoor Activities

Listing headline writing highlights:
☑ Move the core keywords forward, 3-5 of the best
☑ The core selling points that consumers are concerned about must be written
☑ Comply with Amazon title format requirements, control characters, and keep it as simple as possible
☑ Make good use of punctuation and parentheses
☑ No grammatical or spelling mistakes, no Chinese expressions

A good title is like a first impression on people. It can attract the attention of buyers as soon as possible in the product list. There is also a certain probability that it can improve the ranking of the product on the search results page, and summarize the title optimization rules.

According to the optimization direction of the above three elements, you can check and fill gaps in your own Listings according to the various standards and optimization principles, and enhance the basic competitiveness of Listings.

Furthermore, in the construction of a listing, there is another very important and eye-catching element, which is the main image. Buyers are mostly visual animals. The most intuitive impression of the product comes from the main image, and its quality greatly affects the click-through rate. The main image also plays an important role in directing consumers from the search results summary page to the product detail page.

Amazon has a series of basic requirements for main images:
● The main image should have a pure white background (RGB values of 255, 255, 255)
☑ The main image must be a professional photograph of the actual product (must not be a graphic, illustration, physical model)
☑ Display the product itself from a single front angle. Unsold accessories or logos/watermarks/color blocks/text, etc. must not be displayed. The product should occupy more than 85% of the main image
● The longest side of the image should be at least 1,600 pixels. This minimum size requirement enables the zoom function on the website ● The longest side of the image must not exceed 10,000 pixels
☑ Amazon accepts JPEG, TIFF, or GIF file formats, but JPEG is preferred (.gif does not support animated images)
● The main image for shoes should be of a single shoe, facing left at a 45º angle
● The main images of women’s and men’s clothing must be on-model
● All images of children's and baby clothes should be photographed flat (off-model)
🔍 For more image rules, please check Seller University: Add Product > Owner and Additional Images, or check the Seller Central Help page: Product Image Requirements

Of course, it may be difficult to achieve an “eye-catching” effect with just a compliant main image. In order to make the main product image more attractive, Xiaobian has also compiled some optimization tips for you:

☑ Rational use of shadows and reflections can make the product more textured and realistic, but avoid distractions
Furniture category:
☑ Based on actual product photography, an appropriate P image can be used to restore the texture and luster of the product itself
☑ Avoid artificial logos on images, show the full picture of the product, and increase customer judgment
Jewelry category:
☑ Use a tiled map that shows the angle of the product's selling point
☑ Avoid using models for main images of jewelry products
☑ Bonus points: Shoot at a certain angle to present a three-dimensional image; show details, especially the core selling points
Clothing (menswear, womenswear):
☑ When shooting with a real model, you should shoot in a standing position, which is natural and generous, showing a positive upper body effect
☑ Adjust the style according to the aesthetic habits of different countries
☑ Avoid using unprofessional models
☑ Avoid products being partially cropped
Footwear:
☑ The main image is recommended to use only a photo of the left foot, with the toe facing to the left, and taken at a slightly overlook angle of about 3/4
☑ The proportion of images must not be less than 85%; otherwise, it is easy to cause misunderstanding among consumers
☑ The angle of the shoes should be uniform, with the toe facing to the left
swimsuit:
☑ Front view: Leave 1 empty line above the top of the head and take a screenshot of 1 line below the navel
☑ Back view: Leave 1 empty line above the top of the head and take a screenshot of 4 lines below the elbow

After completing these, your listing may have reached 80 to 90 points!
However, as a high-traffic player, the peak season promotion is clearly a time when sellers must compete. Only perfect perfection can break through the encirclement and occupy the high traffic ground. The enhanced version of the Advanced Listing Elements will be arranged quickly for everyone!

Adding A+ content to Listings can promote the brand core while driving a certain conversion and repurchase probability, so how do you create an A+ page?

The principles of a good A+ page:
☑ Follow A+ usage guidelines: no prohibited words, no warranty/warranty information, no price/promotion information, no contact details, etc.
☑ Use all modules and diverse templates: You can add a total of 5 modules, use all as much as possible, and use different modules
☑ Balance images and text: Use high quality images by balancing images and text in A+ content to avoid white space
☑ Use a “standard comparison chart”
☑ Use multiple text and image combinations: text and image keywords will be indexed by search engines
☑ Updated content: Update content regularly to avoid outdated details

⚠️ Note: The A+ page has 16 visualization modules, and you can choose to use up to 5 modules

Amazon's flagship stores are also very friendly to newbies. They can be designed without coding, and module combinations make building a brand flagship store as easy as a puzzle. If you still can't get started, the brand's flagship store decoration guide below will definitely help you.

The presentation of the picture is often the most impressive for buyers, especially when the picture is moving or three-dimensional. Product videos can bridge the physical space gap between buyers and products. According to the data, consumers who watch videos are 3.6 times more likely to buy than those who don't watch videos!

There are certain standards for the specifications and content of Amazon product videos, as follows:
☑ Recommended video aspect ratio is 16:9 or 4:3
☑ The size of each video should be less than 5GB, and the recommended format is.mp4 or.mov (480p or higher resolution is recommended)
☑ Do not exceed 90 seconds
☑ The video picture quality needs to be clear and smooth, and the sound quality needs to be smooth and stable
☑ Terms corresponding to the new advertising law must not be covered
☑ Third-party advertising content or brand logos are not permitted
☑ The content revolves around the product's selling point/scenario/installation, etc.
☑ There is no content or suggestion that violates laws or regulations
☑ The music, fonts, etc. used in the video must be copyrighted

There are also excellent videos to follow. Please follow these tips, you will be the next Amazon Video Master!