30 minute webinar presents: winning on...
TRANSCRIPT
30 MINUTE WEBINAR PRESENTS:WINNING ON AMAZON
Private and Confidential. Property of Whereoware, LLC.
TWEET USING #WOWWEBINAR
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MEET OUR SPEAKER
DAN CAROSenior Director of Product Management
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ABOUT US
• Award-Winning Digital Agency
• 18 Years Of Experience
• Personalized Websites
• Marketplace Optimization
• Email Campaigns
• SEO and Digital Advertising
• Visual Design
• Digital Products
• Mobile Applications
• Data Integration
• Analytics
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NEED HANDS-ON HELP?
We’ve got an Amazon Marketing Services package to help you get started. Pick and choose
which offerings fit your needs:
Amazon Marketing Audit: Review current efforts and develop a personalized strategy plan
Product Data Optimization: Review/Set-up and enhance Amazon product data feed for improved ranking
Amazon Ads: Set-up and/or ongoing optimization of existing advertisements
Custom Amazon Store Page: Create a branded Amazon landing page to promote your products
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WEBINAR AGENDA
Enhancing Product Titles, Descriptions + Images
Boost Your Amazon Success
Optimizing Back-End Keywords
Takeaways
LET’S TALK ABOUT AMAZON
Amazon owns almost 50% of the U.S. e-commerce market.
-eMarketer - 2018
47% of US product searchesstart on Amazon
(compared with 35% starting on Google)
-May 2018 Adeptmind survey
AMAZON OPTIMIZATION
BASICS
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AMAZON RANKING FACTORS
Today’s Focus
• Text Match Relevancy
• Images
• EBC/A+ Content
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AMAZON ENHANCED CONTENT QUICK REFERENCE CHART
• Text Match Relevancy
• Images
• EBC/A+ Content
Platform Content Type Content Availability
Available Modules
Max Modules Per Page
Price
Amazon Vendor Capital
A+ Enhanced Marketing Content (EMC)
Premium By invitation only
16 7 Per agreement
Basic All Users 12 5 Free
Amazon Vendor Express
A+ enhanced marketing (EMC)
For up to 5 select products
10 4 Free
Amazon Seller Central
Enhanced brand content (EBC)
For registered brand owners
9 7 Free
ANATOMY OF AN AMAZON
PRODUCT LISTING
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ANATOMY OF A PRODUCT LISTINGTITLE
PRODUCT FEATURES
PRIMARY IMAGE
ALTERNATE IMAGES
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AMAZON BASIC-STANDARDS
• Use numerals (5 not “five”)
• Don’t use ampersands (&) unless it’s in
the brand name
• Write out “and” in lowercase letters
• Character Limit: 80 - 250
• Capitalize the first letter of each word, but don’t use
ALL CAPS
• Spell out measurements (Ounce, Inch, Pound)
WELL OPTIMIZED
OPTIMIZE PRODUCT TITLES
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ANATOMY OF PRODUCT TITLESPRODUCT TITLE
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AMAZON TITLE STYLE GUIDELINES
Product category Style
Default Brand + Model + Product Type
Cookware, Cutlery Brand + Line + Size+ Product Type
Cook’s Tools & Gadgets Brand (+ Model Number if necessary) + Model Name + Product Type, Color
Tableware sets Brand + Pattern + Product Type, Amount
Tableware individual Brand + Pattern + Size + Product Type
Bedding sheets, blankets, Brand + Line/Pattern + Thread Count + Material + Size + Product Type, Color
Bedding, pillows Brand + Line + Size + Product Type, Quantity
Bath Towels Brand + Line/Pattern + Material + Product Type + Quantity, Color
Bath Towel sets Brand + Line/Pattern + Material + # of Pieces + Product Type, Color
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TITLE BEST PRACTICES
• Concise, unique, and front-loaded
• Contains brand, keywords, and benefits
• Complies with Amazon’s title formatting guidelines
• Follows Amazon basic-standards
OPTIMIZE PRODUCT FEATURES
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ANATOMY OF PRODUCT TITLES
PRODUCT FEATURES
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PRODUCT FEATURES BEST PRACTICES
• Highlight top features
• Begin each bullet with a capital letter
• Separate phrases in each bullet with semicolons
• Spell out measurements, such as quart and inch
TOP FEATURES
USE SEMICOLONS TO SEPARATE PHRASES
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Double check that you didn’t enter prohibited information such as:
PRODUCT FEATURES: WHAT NOT TO DO
Company-specific information
Promotional and pricing information
Shipping or company information
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PRODUCT FEATURES AT-A-GLANCE
• Types of Descriptions:
• Size
• Shape
• Pattern
• Texture
• Design
• Weight
• Dimensions
• Specs
OPTIMIZE PRODUCT
DESCRIPTIONS
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ANATOMY OF PRODUCT DESCRIPTIONS
PRODUCT DESCRIPTION
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PRODUCT DESCRIPTION BEST PRACTICES
• Follows all requirements
for your product category
• Includes your unique
value proposition
• Highlights top features
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SEASONALLY ENHANCED DESCRIPTIONS
UPDATE IMAGERY AND ADD ALTERNATIVE VIEWS
ADD IN SEASONAL/GIFT KEYWORDS
OPTIMIZE PRODUCT IMAGES
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ANATOMY OF PRODUCT TITLES
PRIMARY IMAGE
ALTERNATE IMAGES
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PRODUCT IMAGE BEST PRACTICES
• 1,000 pixels or larger in height or width
• Consistently sized
• Multiple images to showcase size, color
combinations, materials, and quality
• Include in-scale image to show product's
true size
OPTIMIZEBACK-END
KEYWORDS
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OPTIMIZE BACKEND KEYWORDS
• Take advantage of the keywords
Amazon allows you to include in
your listing
• Include common misspellings
• Order your keywords to match
how users would naturally search
Boost your Amazon success with
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SIMPLIFIED PRODUCT MANAGEMENT
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HOUSE ALL OF YOUR PRODUCT DATA +ASSETS IN ONE PLACE
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KEY TAKEAWAYS
Use concise and unique product titles
Feature high-quality images and multiple product views
Showcase benefits and top-features in product descriptions
Enhance SEO with back-end keywords
Boost your Amazon success with Product FastLane
Follow Amazon basic-standards
QUESTIONS? ASK DAN
14399 Penrose Pl #450, Chantilly, VA 20151
(877) 521-7448
Contact us:
facebook.com/whereoware
@whereoware
Follow us on:
We’ve got an Amazon Marketing Services package to help you get started. Pick and choose which offerings fit your needs.
Amazon Marketing Audit: Review current efforts and develop a personalized strategy plan
Product Data Optimization: Review/Set-up and enhance Amazon product data feed for improved ranking
Amazon Ads: Set-up and/or ongoing optimization of existing advertisements
Custom Amazon Store Page: Create a branded Amazon landing page to promote your products