How to List Products on Amazon and Improve Product Visibility

Selling on Amazon promises unrivaled reach- but also fierce competition. With millions of active shoppers and an established infrastructure, Amazon is an attractive platform for sellers. However, the popularity of the platform makes it so appealing that standing out is also a big challenge. 

Success on Amazon is not an accident; it depends mostly on two pillars: effective product listing and strong visibility. So, in this guide, we will go through the steps to list your products and then understand the strategies to maximise their performance in Amazon’s crowded marketplace.

The competition on the Amazon marketplace

Amazon is home to over 2 million active sellers and billions of product listings, making it one of the best marketplaces in the world. 

This sheer volume means that no matter how good the product is, it can get buried beneath thousands of similar offerings if it is not optimized.

Everything, right from the product title and images to your pricing strategy, backed keywords play a role in helping your listing to differentiate. In such a case, success comes to those who are data-driven and strategic in their approach.

Importance of optimized listings for conversion and ranking

A well-optimized product listing will do two strong things: it increases your visibility in search results and improves your conversion rate once a customer clicks it. Amazon’s search algorithm rewards listings that both attract clicks (CTR) and convert those clicks into sales. 

This also means that every element of your listing, right from the high-quality product images and keyword-rich titles to clear, concise descriptions, must be designed to persuade. Also, seemingly small adjustments will give great improvements. A 1-2% lift in CTR or conversion rate can lead to a significant boost in daily sales volume, helping your list to climb high.

Role of Amazon’s A9/A10 search algorithm

Amazon’s internal search engine, which is A9 (and more recently A10), is responsible for determining which products appear in search results. The algorithm emphasizes listings based on two major categories, such as relevance and performance.

Relevance signals guarantee that your product is in line with the customer’s search query. 

These consist of:

• Titles that are rich in keywords.
• Educative descriptions and bullet points.
• Precise product classification.

Backend search terms that are comprehensive and pertinent.

Performance metrics let Amazon know how well your product is generating sales and customer satisfaction. 

These consist of:

• Conversion rate (the frequency with which viewers purchase after clicking).
• Sales history and velocity.
• Inventory management and the use of Fulfillment by Amazon (FBA).
• Reviews and ratings from customers.
• Metrics for seller performance and return rates.

Here’s how to List Products on Amazon:

Step 1: Register as an Amazon seller

• Select your plan (Individual or Professional) in Amazon Seller Central.
• Provide bank account information, tax information, business information, and identification verification.
• Send in your application; it may take a few hours to a few days for it to be approved.

Step 2: Compile Product Data

Use secondary keywords such as Product ID, Do I Need a GTIN to Sell on Amazon, and Do I Need a UPC to Sell on Amazon?

You will need precise product details prior to listing:

• The 12-digit UPC (Universal Product Code) barcode is widely used in the United States.
• Global Trade Item Number, or GTIN, is a more general term that includes ISBN, EAN, and UPC.
• Amazon assigns the ASIN (Amazon Standard Identification Number) at the time of listing.

Where to purchase them:

• GS1 or resellers are the source of UPCs.
• You can apply for a GTIN exemption in Seller Central if your product is unidentified, particularly if it is handmade, private-label, or custom.

Step 3: List Your Product on Amazon Seller Central

There are two choices available to you:

• Single Listing: Perfect for one or two SKUs.
• Select “Inventory → Add a product.”

If your product is already listed in the catalog, match it. Otherwise, choose “Create a new product.”

• Bulk Uploads: For more than ten SKUs.
• Go to “Inventory → Add products via upload” and download the appropriate Excel template.
• Complete the necessary rows with the title, brand, SKU, identifiers, price, and quantity.
• Use Seller Central to save and upload; Amazon handles these in batches.

Don’t neglect thorough classification! To guarantee precise search filtering and navigation, pick the most relevant category and subcategory.

Improving product visibility is essential for driving traffic and increasing sales. Implementing the following things will help in enhancing how often and prominently your product appears in search results and category pages.

Keyword Optimization

Start with thorough keyword research by using tools such as Jungle Scout, Helium 10, and Amazon’s own search term report. You can identify high-volume, relevant search terms that will mix with your product.

• Product Titles: Including primary keywords.
• Bullet pointers: Highlighting key features using long-tail keywords.
• Product descriptions: Reinforcing brand voice, mixing secondary terms.
• Back-end search terms: Fill in all available fields without repetition for maximum exposure.

High-quality Images

Using professional, high-resolution images (minimum 1,000 × 1,000 pixels) to have Amazon’s zoom feature, which enhances customer trust and engagement.

• Main Image: Clean white background, centred product.
• Lifestyle images: Showing the product in the real world
• Infographics: Highlighting dimensions, key features, and usage instructions.

Video Content

While optional, product videos have a powerful edge. Demonstrating the product in action, showcasing unboxing, and providing tutorials. That’s crucial. Videos also help in building credibility and answering common questions visually.

Fulfillment by Amazon (FBA)

• Leveraging Fulfillment by Amazon (FBA) is a proven strategy that helps in improving product visibility.
• Your product becomes prime-eligible, which increases exposure to millions of loyal Amazon Prime shoppers.
• Amazon gives higher rankings in search results to FBA listings, which happens due to faster shipping and trusted fulfillment.
• FBA handles logistics, customer service, and returns, allowing you to focus on marketing and product development.
• Product benefit from Amazon’s Buy Box advantage helps in boosting visibility and sales potential.

Improving the product visibility is through the tools, along with certain keywords.

Resources for Researching Keywords

• Helium 10.
• Scout in the Jungle.
• Dominant of Keyword Tools.

On-Page SEO Components

• Product Title: Keywords at the top.
• Bullet Points: Keyword-focused, scannable, and feature-rich.
• Description: Rich in keywords but still readable.
• Backend Keywords: Avoid duplication and maximize character limits.

Enhanced Brand Content (A+ Content)

• Permits branded content, such as comparisons and graphics.
• Increases customer confidence and conversion rate.
• Only available to sellers who have registered their brands.

Evaluations and Rankings

• Encourage genuine reviews by sending follow-up emails.
• Increased ratings improve conversions and SEO.

Sponsored Products vs Sponsored Brands

Amazon has two powerful ad formats: Sponsored Products and Sponsored Brands. Sponsored products are about promoting individual product listings and appearing in search results. These are good for boosting visibility and driving conversions. Sponsored brands help in showcasing your brand with a custom headline, multiple products, and logo. They appear in premium spots and help create brand recall and drive traffic. While sponsored products focus on direct sales.

Product targeting and keyword bidding

Effective Amazon advertising depends on smart targeting and bidding. Product targeting helps to place your ads on specific ASINs. This helps you appear on competitor or complementary product pages. This strategy helps shoppers with strong buying intent. Meanwhile, keyword bidding is used for targeting specific search terms users enter. You can choose between broad, phrase, and exact match types. Broad match helps you to cast a wide net, while exact match gives you higher relevance.

Budgeting and Campaign Structure for Beginners

For beginners, starting with a clear and manageable campaign structure is important. Begin by allocating a modest daily budget per campaign. This is used to control spending without risking losses. So, create a separate campaign for Sponsored Products and Sponsored Brands. Focus on a few key products and monitor their performance. Keeping your ad groups tightly themed, so it is easier to analyse what is working. Regularly review metrics, including impressions, CTR, and ACOs, to refine your strategy.

• Keyword stuffing: Affects SEO and readability
• Image Quality: Low image quality lowers CTR.
• Incorrect Category: Discoverability is impacted by misclassification.

Breaking the rules could result in the listing being suspended. Observe Amazon’s listing guidelines.

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Employ Seller Central Analytics

• Monitor impressions, conversion, and CTR.
• Determine underperforming keywords and drop-offs.

Divided Testing

• Titles, pictures, and bullet points for A/B tests.
• Make use of third-party tools such as Splitty or Amazon Experiments.

Listing Examinations

• • Review and update backend terms, images, and copy on a regular basis.
  • Observe rivals for evolving patterns.

Two things are essential for success on Amazon :

• Proper Product Listing: Including identifiers, appealing descriptions, and appropriate classification.
• Increasing Visibility: By using FBA, SEO, advertising, premium media, and continuous optimization.

Keep abreast of Amazon’s constantly changing policies, make use of strong tools, and keep improving your strategy. Keep in mind that conversion converts click into sales, while visibility generates clicks. Continue to scale, remain optimized, and remain consistent.