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Why is nobody clicking on my Amazon product listings? 

Why aren’t people buying my products?  

Why is the conversion rate (session percentage) so low? 

When your Amazon sales aren’t flooding in as you hoped, what can you improve?  

Don’t worry – low conversion rate happens to more sellers than you think, and we know ways to help. Just ask yourself this one question: 

Have you filled out everything you possibly can about your product in Seller Central, 
or are you leaving spaces in your optimisation? 

You already chose a great main product image, filled out the bullet point descriptions and the title with keywords.  

Now learn how to fill those other spaces in Seller Central which are essential to getting more sales on Amazon.  

Get More Amazon Sales by Optimising the Backend of Your Product Listings with Keywords 
 

Follow Keeley through how to optimise over this video while you read through our Amazon backend optimisation blog

What are Backend keywords for on Amazon Seller Central? 

These keywords tell Amazon’s A9 search algorithm that when shoppers type these words, they should be directed to your product as that’s just what they’re looking for. You should fill up this keyword box to the character limit (250 characters) and make sure all the words are relevant to your product and its users. Don’t be afraid to use up all the space!  

screengrab from Amazon in the backend of Seller Central where you can add your keyword terms
The keyword section in the backend of Seller Central 

What should I include in my Amazon product listing keywords? 

Search terms can vary from being customer pain-points such as ‘waterproof’, measurements like ‘40 x 40cm’, your brand name, key ingredients like ‘hyaluronic acid’, quantity such as ‘20pcs’ and more. Although dependent on your industry, product and target market, a few things generally should be included for your Amazon listing to make it to the right customers: 

  • Your brand name – essential for continuing or later creating brand awareness  
  • Industry or product-specific synonyms – if selling screwdrivers, what else could you call them? Phillips? Flat head? Hex? 
  • The benefits of your product – does your cream reduce ‘spots’, ‘acne’ and help bad skin transform into ‘clear skin’? 
  • The features of the product – what are the ingredients, materials or special elements of your product? 
  • Measurements, sizes and quantity – this technical information should feature in your backend and title for good measure. 
  • The target market – is this product for teens, tweens or toddlers? Is it for all of them? Pop them in! 

There are some miscellaneous keywords that you may not have thought to add, including: 

  • Popular misspellings or abbreviations – especially if you have a difficult-to-spell brand name 
  • Slang/trend terms – boho, indie, hipster but also other general words. For example, in the women’s clothes category on eBay, sellers frequently use the term ‘stunning’ in the title to describe the clothing while on Amazon, sellers will use ‘genuine’ when selling certain electrical accessories.  
  • Popular search terms in relevant different languages – selling a German chocolate bar in the UK? Make sure to add ‘schokolade’ and ‘schokoladentafel’ (chocolate bar). 
  • Similar products that solve the same problem – selling a camping mug? Add ‘flask’ to your search terms.   

Common sense is recommended when selecting keywords, so these additional suggestions are offered with caution as they must be relevant to your product. 

What does Amazon not allow in the backend keywords? 

Amazon prohibits using competitor names and won’t accept any symbols in the backend – so dashes, apostrophes, commas and any other symbol you can think of won’t be recognised in the backend keywords section. If you counted these symbols as part of the 250 max character count, great news! You can now add a few more keywords. 

What can I leave out of my backend keywords? 

Amazon’s algorithm understands plurals – so no need to write ‘cushion’ and ‘cushions’, the singular will do. Unless ‘stop words’ such as ‘on’, ‘no’, ‘the’, ‘to’, ‘and’, ‘or’ feature in your brand name, there’s no need to feature these. 


Complete additional sections on Seller Central: Fill in ‘Vital Info’ and ‘More Details’ to increase sessions on Amazon listings 

When you fill in the ‘Vital Info’ section properly, Amazon uses the information to create an  auto comparison section on the product page. This gives customers a side-by-side comparison with other products, essential for gadgets such as TVs, cameras and other high-spec items. It allows your customer to weigh up the options of each product before deciding on buying. 

If you’re not filling in your Vital Info section, your competitors will be. Their products will populate on other competitor listings and customers will be less likely to find your page. 

screengrab from Amazon of an auto generated comparison chart populated on your page when you input the 'vital info' details.
When the Vital Info is filled out, this comparison table will auto-populate on your product page 

Vital Info section under Inventory in Seller Central 

In the Inventory section where you upload your listing, there are several boxes for you to fill in. Although you may optimise the majority of this section, there’s a number of boxes often missed out – perhaps they’re not relevant or you don’t know the answer to this? 

Regardless of how this information is presented on your Amazon product page, ensure you fill in as much of the information as you can – even if you’ve already mentioned key points in the bullet point descriptions or keywords – as it helps with Search Engine Optimisation. 

Screen grab from Amazon in Seller Central under Manage Inventory where you input your vital info.
The Vital Info tab can be found from pressing Inventory in the Seller Central homepage, clicking ‘edit’ on the ASIN and clicking the above tab. 

Although much of the Vital Info tab on Inventory isn’t mandatory, a lot of this information is what people will search for in their keywords, such as type of material, ‘style name’ (which can extend to trend names or slang terms for current fashions etc). 

Screengrab from the bottom of the Vital Info tab. 

Reiterate style name keywords such as ‘boho’, ‘traditional’, ‘ornate’ and materials types like ‘cotton’, aluminium’ and more that feature in your listing. 

Screengrab from Amazon in Seller Central where you input more details to add to your listing.
The ‘More Details’ tab can be found from clicking ‘Inventory’ in the Seller Central homepage, clicking ‘edit’ on the ASIN and clicking the ‘More Details’ tab. 

Similar to Vital Info, ‘More Details’ is another place to fill out information that isn’t mandatory but can help make your listing more attractive to Amazon’s search engine. 

But there’s a bigger question you must ask yourself before tackling backend optimisation. 

How do businesses succeed on Amazon?  

Why, they have a process in place! In a lot of ways, success on Amazon is ticking boxes: do you have infographics, have you used up the character limit for your keywords, have you put your product in the correct product node? But do you have an order for them, a list of what needs to be done for a perfect optimisation job?  

Jumping straight to ad hoc backend optimisation may sound great in the moment, but this can be a recipe for disaster. Businesses that do well on Amazon will have a rigorous structure that cover not only the listing and backend optimisation but a record of sales, logistics, strategy and more.  

Why can’t I go straight to tweaking backend keywords in my Inventory? 

Although small edits can be made on the fly in Seller Central, it’s essential to keep a record of your adjustments. A word document or spreadsheet to track all the edits on all listings, as well as the performance of the listings is critical, otherwise how will you know you’re doing well on Amazon if there’s nothing to measure? 

It’s time to dodge the curveballs Amazon throws at you. 

There’s no one size fits all approach to making an optimum Amazon listing. Your industry, product and target market will throw a lot of curveballs at the best of times. Amazon is unpredictable so a process tailored to these variables is essential. 

Found a taste for optimising on Amazon and you’re hungry for more? 

Check out our optimisation checklist blog which gives you an easy process to follow optimisation on Amazon so you can see your sales improve as well as a few tips and tricks on mastering your Amazon product listings. You can also find heaps of relevant Amazon seller secrets, including our video with the top 5 tips to improve your conversion rate on Amazon Seller Central. 

Got a burning topic you’d love for us to cover or just want to give us a thumbs up and love?  

Let us know in the comments below or head to the Sell Beyond YouTube channel and subscribe to receive notifications on when we add a new video on Amazon. Check out our current playlists to get insight on Amazon strategy and growth. 

Are you spending too much time trying to figure out Seller Central? Talk to the Amazon experts!  

If you’re unsure how to take your Amazon to the next level, you need to speak to someone who knows their stuff.  
 
Schedule a meeting with our CEO, Heloise Finch on 07528 112624 or email her PA carly@sell-beyond.com to arrange an appointment with Heloise.