Optimize Amazon Store for more sales success

Definition: Amazon Store

Your Amazon Store is your selling presence on Amazon. You have several options for designing it: The easiest way is to offer your products via your seller account in the Amazon online shop. You can also present yourself as a brand on Amazon and open an Amazon brand store. In this text, we refer to your entire seller presence, i.e. seller account and — if available — brand store.

Here are the ways to optimize your Amazon store

Sellers and vendors have several options for optimizing their Amazon Store. The most relevant are:

• Amazon SEO
• advertisements
• PPC campaigns
• continuous Amazon Store update
• Increase the conversion rate of products
• Mobile view optimization

In the best case scenario, you should of course use all options available to improve the visibility of your Amazon store. Because of the variety of measures, it makes sense to get support from an Amazon agency like Faru.

Optimize Amazon Store with SEO

SEO is the abbreviation for “search engine optimization”, in German “search engine optimization.” The aim of classic SEO is to be one of the first results shown by search engines. Although Amazon is not a search engine in the traditional sense, Amazon SEO can also improve the ranking and thus the findability of product pages. The Amazon algorithm includes direct and indirect ranking factors, which decide where a product listing is displayed. Amazon SEO is the biggest lever to optimize your Amazon store's ranking.

The use of relevant keywords that buyers use to find the desired product is important for the findability and thus a good ranking of your product listings. Amazon listing optimization first requires keyword research, preferably with appropriate tools.

The most relevant keywords should be included in the product title. However, keywords should not simply be strung together. The Amazon style guide and the maximum length for titles must be met. The most important keywords should also appear in the bullet points of the product listing. The most important information about the product can be placed there, preferably keyword-optimized. To avoid ranking losses, the guidelines of the style guide should also be complied with here. All five bullet points should contain a maximum of 1,000 characters, i.e. a maximum of 200 characters per bullet point.

Keywords can also be placed in the backend of the sales offer. Backend keywords can be stored in the “General Search Terms” or “General Keywords” fields. These terms only influence the ranking; they are not shown to buyers. It is recommended to use keywords in the backend that have not yet been placed in the listing, or translate the most important keywords into other languages.

In addition to direct factors such as keywords, numerous factors also directly or indirectly influence your ranking on Amazon. Here you can learn more about ways to improve Amazon's ranking.

Advertisements — Sponsored Products & Sponsored Brands

With paid ads, you can optimize the performance of your Amazon store. Amazon offers sellers and vendors to push brands or products through advertisements. This increases your visibility and more potential customers discover your products or shop.

Amazon differentiates between Sponsored Products and Sponsored Brands. Sponsored Products are ads for individual products that target potential customers who are actively looking for products like yours. Sponsored brands place your shop prominently and aim to present buyers with similar products from your shop. The third category is Sponsored Display. These are classic advertisements that can be placed on or off Amazon to reach specific target groups.

Advertisements can be created in Seller Central or Vendor Central.

Improve click-through rate through PPC campaigns

The click-through rate (CTR) indicates how often an item or your shop was clicked on. Product listings with a high CTR are ranked better because they seem to be relevant to many customers. The CTR can hardly be influenced organically. With PPC campaigns, you can generate more traffic to your shop and your product listings.

Optimize and keep your Amazon Brand Store up to date

Success on Amazon is a long-term task and requires continuous optimization and updating. Because when shopping trends and seasons change, you too must follow suit. In particular, if you run a brand store, you should always keep it up to date. Amazon itself states that brand stores that have been updated in the last 90 days have 21 percent more returning visitors and 35 percent more sales per visitor. Hard work therefore pays off!

There are a few tips that show that you should update your Amazon Brand Store again. Low daily traffic is a clear indicator of this. Sponsored Brands ads in particular can help you regain momentum here. But even with high traffic, there may be a lack of sales. In this case, it makes sense to improve the product description and photos to convince store visitors to buy.

There are several ways to keep your brand store up to date, such as publishing new products. With new ASINs, your shop becomes more relevant and you expand your product portfolio. Also pay attention to seasonality when presenting your products and category pages. For example, if you sell clothes, it makes sense to make the category for hats and scarves more prominent during the winter months. In summer, you should rather put shorts and tops in the digital shop window. It is also possible to adjust the brand store on special promotional days such as Prime Day or Cyber Monday/Black Friday. Visually adapt your brand store to the promotional days and place your best offers prominently. Ultimately, a brand store can also be optimized through rebranding and kept up to date at all times.

Increase conversion rate through good product descriptions

If you've generated more traffic to your Amazon Brand Store, the final goal should be a good conversion rate. The conversion rate indicates how many product views ultimately resulted in a purchase. Because there is little point in having many customers visit your brand store but ultimately not make a purchase. In addition, the following applies to the conversion rate: Whoever has is given. A good conversion rate also ensures that your product ranks better in search queries.

Detailed product descriptions, good images and an attractive price are success factors for a good conversion rate, as these factors influence the purchase decision. If a product is presented attractively, more customers click on “Buy.”

Optimize Amazon Store for mobile viewing

More and more customers are shopping on the go via the Amazon app, so your Amazon Brand Store should be optimized for display on mobile devices such as smartphones or tablets. In the store builder, you can check how your offer appears in mobile view. Especially for images, this should be checked before publishing the offer. Graphics with text content in particular can be difficult to read in the mobile version. It is therefore useful to use Amazon's option to choose different images for the mobile and desktop versions.

Faru: Let us optimize your Amazon store!

Optimizing an Amazon store requires extensive knowledge and professional tools, for example to identify keywords and manage advertising campaigns. That is why you should seek support from a specialized agency such as Faru.

Our team consists of former executives at Amazon and entrepreneurs who have already built several successful stores on Amazon. We provide you with practice-oriented support in improving the visibility of your products and brand on Amazon by developing and implementing optimization measures for you. Contact us for your customized Amazon service.