Build an AMZ Product Listing That Converts

We spoke with Dr. Ben, a famous Amazon seller, this week about Amazon’s recent 250 character indexing update and how to build an Amazon product listing that converts. If you can watch the entire replay, great! If not, check out the show notes below to fast forward to a particular location.

8:00 – Trim down backend keywords and stick to what’s relevant.
13:00 – How Dr. Ben builds an Amazon product listing.

Start with a keyword deep dive – learn about search volume
Mid range keywords for volume and competition
Title: start with your brand name
Basic product descriptor/primary keyword and proprietary feature
Say something to make shoppers aware of what they’re getting (ex. “Two gloves”) – manage customer expectations
Follow up with secondary keywords using natural language
Add 1-2 feature benefits
Double check trademarks!
Bullet points: skimmers & detailed readers
All caps headlines for bullet points – features vs benefits
Additional description for the readers
Most important information in top 2-3 bullet points
Shed light on a potential issue in advance

26:00 – Add some Spanish keywords to your product listing

EBC takes the place of the description, but it still gets indexed

29:00 – 50 characters/bytes per line
30:00 – Add additional keywords to subject matter fields
36:00 – Can I update my listings in bulk form?

Flat file uploads

37:00 – How often do you recommend refreshing copy/keywords?

Don’t mess with keyword density
Once a month/every other month

40:00 – How do you think the changes will impact existing ASINs backend search terms?

Will only the first 250bytes be indexed or will any ASINs with > 250bytes backend search terms no longer be indexed?
Check your search terms on every listing

45:00 – spelling variations, hypernyms, and misspellings
47:00 – Don’t sweat holiday/seasonal phrases