30 minute webinar presents: winning on...

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

info@whereoware.com

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