Are your Amazon product listings not selling as well as you may have thought? Ads for products getting clicked without making any sales? A common reason for this is that your listing is not Retail Ready. You may think that your listing has all of the relevant information, but there may be some things you missed or questions buyers have that you’ve not acknowledged. One must understand when a consumer is buying online that they cannot physically touch the product or gather as much information about it without aid from the seller. If you want your products to move faster and your ads to be more successful while keeping your ad spend down you need to understand how to make your product Retail Ready on Amazon.
There are a few steps to take to achieve retail readiness. First, the title of the listing. It should be optimized enough to attract customers that are often looking at countless options. With a detailed description of the product in a pleasing format, you can answer a lot of the customer’s questions with just this one element of your listing. Keep in mind your first 80 characters are crucial for shoppers, so enter the most relevant info there. Also, include your main keyword, without stuffing an overabundance of keywords in the title. Include information on packaging, dimensions, quantities, and colors.
Product photos may play the strongest role in whether a customer clicks on your listing or not. In fact, 67% of online shoppers say that product images are very crucial for choosing and buying a product. So the most important things are to take high-quality product shots in the right lighting and utilize as much space in the photo for your product as you can. Show key features to your customers with infographics explaining the benefits of using your product. At a minimum have 6 images of your product and make sure they are at differing angles.
Bullet Points and Descriptions
When a potential buyer looks at your bullet points, he or she should know what you are selling and how useful your product will be after he or she purchases it from you. You should always use all 5 bullet points and mention your product’s key features in simple explanations. Add secondary keywords here, but keep it easy to read and natural sounding. Include all product details here such as dimension, color, shape, quantity, etc. Make them attention-grabbing with the first line of text. Product descriptions play a less important role, but it gives you an opportunity to tell your brand’s story or describe the product in a less-brief way, unlike your bullets. Make your description more like telling a story than a formal description.
Stock, Customer Reviews, and the Buy Box
Stock is an easy, but still very important, thing keep tabs on. Always make sure your product is not out of stock or low on stock for your buyers. No stock can create a bad impression than you can’t fulfill a buyer’s need on time. Organic rankings can be affected by listings that often run out of stock. Stock is something you can control, but customer ratings are a little bit out of your hands. Though they are important, 90% of customers who shop online and make a purchase only after reading through the reviews. Following the previous steps will ensure fewer negative reviews as the customer will most likely have all of the pertinent information on the product. A listing is officially retail-ready when it has at least 15 reviews and a total star rating of 3.5. Finally, to be retail ready it is essential to win the buy box. The box on the right has the “Add to Cart” and “Buy Now” buttons. The more you win, the higher your sales performance will be. A few tips on winning this box are, keeping your prices competitive and providing the best customer experiences to your buyers.
If some or many of your listings are not Retail Ready the time to go in and optimize them is NOW. Though a tip to think about is before you even consider creating an ad for any product, it should already be considered retail ready to ensure the best results. Avalanche is currently doing all of this for all our partnered brands. We work hard to make sure that each listing meets these criteria so we can have profitable ad campaigns. We work extra hard so that our client’s listings are the ones that stand apart from the many others and nab the sales.