Karon Thackston is a professional copywriter who also helps people who sell physical products on Amazon how to create traffic getting listings. In this post, she describes the three most common mistakes that sellers make with their Amazon listings.
You only have to write so many product listings before you start to see a pattern. That’s how it has been at Marketing Words over the last few years. I thought it would be helpful to outline some of the most common mistakes we’ve seen when it comes to writing your listing and using keywords.
Amazon Listings Mistake #1: Not Using Keywords Correctly
Amazon isn’t like Google. With Google, there is a certain amount of repetition of keywords and phrases. On Amazon, however, you do not need to repeat keywords throughout your listing. Because they don’t understand this, many sellers are ruining the way their copy sounds as they try to rank higher on Amazon. Use the keyword once and Amazon’s got it.
That includes your Search Terms fields. If the keyword is in the title, brand, manufacturer and UPC, you do not need to include it in your search terms. It is a waste of space that could be used for additional, traffic-driving keywords.
Last, we see countless folks inserting key PHRASES into the search terms fields instead of keywords. Amazon doesn’t work with phrases. They use literal keywords. Putting something like:
natural dog treats
100% wholesome dog treats
beef dog treats
dog treats made in the usa
nutritious dog treats
… leaves lots of wasted room that could accommodate other keywords. Because we don’t need to repeat keywords and we do need to use individual keywords (not whole phrases), this should be reworked to this:
natural dog treats 100% wholesome beef made in the
That’s 50 characters in the first field and 14 in the second. With five fields at 50 characters each (a total of 250 characters) that leaves you with 186 characters. If we remove any keywords that are included in our product name (aka, title) we’ll have even more room. Here comes more traffic!
Amazon Listings Mistake #2: Not Differentiating Your Products From The Competition
Think about your own shopping experience on Amazon. You show up on the site to search for olive oil and vinegar sets. I just did a search for that term and here’s what came up…
When I was scrolling down the page, it didn’t take me long to figure out that they all appear pretty much the same. What if they gave some additional information or used words that were more enticing?
Here are some examples of how just a minor tweak can make a big difference. As a shopper, I would be more likely to click these search results:
The simple words “ribbed,” “Italian collection” and “lead free” made my eyes perk up. I wanted to know more.
Amazon Listings Mistake #3: Not Answering The Question “So What?”
With so many duplicate products on Amazon (especially when dealing with private labeling), you simply must fall back on a long-standing rule of copywriting: Answer the question “So what?”
When customers scroll down a page of search results looking at your title, or they click to your product page to learn more, you have to set yourself apart from all the other options. Maybe this means having more positive reviews. Perhaps it is the lowest (or highest) price. But, more often than not, that task depends on the bullets and product description.
If you are an Amazon seller and you want to avoid these mistakes as well as many others, then you should seriously consider purchasing Karon Thackston’s AMZ Product Description Boot Camp. AMZ Product Description Boot Camp is essential if you have ever gone to list a product and it does not exist in Amazon or you are selling your own private label product. In both of these cases, you are starting with no rank and you need to learn how to create a listing that will generate traffic.