2014 User Conference Follow-Up: Optimizing for Amazon

September 15, 2014

This afternoon, at our 2014 User Conference East, product manager Gina DeFrank and launch manager Lisa Learst offered expert tips for optimizing your listings on Amazon.

DeFrank started off the session by sharing a quote by advertising legend Morris Hite, “Advertising moves people towards goods; Merchandising moves goods toward people.”

Why spend time optimizing your online listings? It allows buyers to discover, evaluate and purchase your products. Amazon’s Listing Optimization Framework looks at the data you’re providing in three areas: core, categorization and product-specific.

Core Data

Core data involves product title, image, brand and description. It’s critical to have core data listed because it helps search results become higher in relevancy. Search is the primary way customers are going to find products on Amazon. Quality core data also allows customers to evaluate your products against similar products.

Images provide the closest opportunity for online shoppers to touch your product. Amazon prefers high-resolution images on a white background, multiple angles and zoom enabled. Images 1,000 pixels or larger in either height or width will activate the zoom ability. According to an Amazon study, listings with zoom-enabled photos enhance sales.

When your product doesn’t have the right title or image, Amazon will suppress your product. In Q2, ChannelAdvisor released an Insights Page allowing you to see your products that are suppressed within the Amazon system. In Q3, we decided to alert you to this again by also including these suppressed products in your Error List. Make it a priority to fix these items because those products are negatively impacting discoverability and product sales!

Categorization

Make sure you are properly placing your products in the Amazon catalogue so buyers can easily find them. Products are classified correctly in the Amazon catalogue with the use of the Item Type Keyword. The products show up when the buyer browses for a specific item..

Browse Structure best practices include:

  • Review updates each quarter
  • Properly classify products with an Item Type Keyword (ITK) or Browse Node ID (outside the US)
  • Use the most specific and lowest level node
  • Notify Amazon if products aren’t classified correctly

Product-Specific

Size, color, style, occasion, height, screen size and country of origin are all examples of product-specific information associated with your product. By including this information in your listings, it will help your items appear higher in search results due to increased relevancy.

Don’t think this session would end without a mention of Amazon’s fulfilmentoption. DeFrank and Learst concluded the session by highlighting the benefits of using fulfilmentby Amazon (FBA):

  • Extends reach to Prime and Super Saver members

  • FBA products are eligible to win the “Buy Box” at a higher price with free shipping

  • Easier access to international customers

  • Potential access to holiday deals

  • Multi-channel FBA

FBA can be easily managed with ChannelAdvisor’s platform. Once you initially ship your products to Amazon, ChannelAdvisor detects your quantity and looks for updates each hour. We list your product as “FBA” until quantity runs out. If FBA goes to zero, we flip you back to Merchant fulfilled status, if quantity exists.

Additional questions or didn’t get a chance to talk with one of our experts today? Email info@channeladvisor.com. We hope everyone enjoyed today’s event! Be sure to tag your social posts and/or Instagram pics with our event hashtag #ECOMuser.

 

Blog post by Jordan Nowlin, social media and blog manager, ChannelAdvisor


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