In the past few weeks, I have added two products to Amazon’s catalog. The first was a bundle that I made up of three products that I found at Office Depot and the second was a multi-pack of two Health and Personal Care products. What kept me from diving into bundles earlier is the fact that I didn’t want to go through all of the steps of filling out the “Add a Product” form. I’m terrible at coming up with titles and short descriptive phrases and that’s why I turned to Karon Thackston’s eBook “Amazon Advantage: Product Listing Strategies to Boost Your Sales” to help me out.
By following her guidelines and filling out her worksheets, I described my bundle & multi-pack in a way that wasn’t boring and generic. I must have done well because both of my products sold pretty quickly. My first bundle sold two days after it went live and my first multi-pack sold the first day it went live.
In my last post, I talked about creating your product image. In this post, I’m going to turn it over to Karon and let you read her article about why Product Titles are important. I hope you enjoy this guest post!
Creating Amazon Product Titles: What Works & What Doesn’t
© Karon Thackston
For almost a decade, Amazon has allowed others to sell their products on its website. As more people gained success by using this enormous marketplace to promote and fulfill their items, the secret was out and it has been “Katie bar the door” ever since.
Amazingly, the vast majority of people learning to sell with Amazon FBA are paying little or no attention to one of the most vital aspects of conversion: the product title. Your product listing is made up of a few images and — what else? — words! Especially with more FBA and merchant sellers flocking to Amazon every day for private labeling, bundling and retail arbitrage; you have to position your products as different and/or better so it is ultra-simple for customers to choose you. That all starts with your product title.
Let’s take a look at a few examples of product titles that work and those that really blow it.
Titles show in more places than just your product page. For example, when you search on Amazon, what is your normal process? You click to the home page and type in whatever it is that you need, right? That’s how practically everybody does it. The listing results page (which includes an image and your product title) is all the shopper sees. Customers have to make a decision on which one to click based on a tiny picture and about 17 words of copy. (Yes, your title can be longer, but only about 17 words of it will fit into the Amazon search results page.)
If you wanted to buy a French press coffeemaker, and you type that into Amazon, you’d get something that looks like this…
Title #1: Grosche Madrid Premium French Press Coffee and Tea Maker, 1 liter, 35 fl. oz capacity
Title #2: French Press Coffee Maker -20 oz
Title #3: Bodum Brazil 1-1/2-Liter French Press Coffee Maker, 12-Cup, Black
BORING! They are all glass. They are all about the same size (between 20-34 ounces). They are all the same shape, all do the same thing, all have excellent reviews, all are available for Amazon Prime and three of them are about the same price.
So what happens based on this little bit of information? Which one would you click first? Like most other people, I’m not brand loyal for most products. With almost everything else being the same, I’d click to the lowest-priced one. If I liked what I saw, I doubt I’d even give the other three French presses a second look.
If you were selling these on Amazon, how could you make yours stand out? Here are several that have the right idea when it comes to product titles.
Title #4: #1 French Press- The ONLY French Press Coffee Maker Sold with a Lifetime Guarantee! Our Large French Press Can…
Title #5: Kona French Press #1 Premium Coffee Maker & Tea Press – Thick Thermal Shock Resistant 34 oz Glass FREE Bonus Screen…
Title #6: Francois et Mimi Single Wall Borosilicate Glass French Coffee Press, Chrome Design (12 oz)
Now we begin to see a bit of differentiation. Although two of the products claim #1 status (one actually is an Amazon best seller) the rest of the title copy is also helpful.
The first listing states it is a #1 French press. If that’s not true and they don’t have proof, Amazon could bust them for making false claims. Likewise, saying you have the ONLY French press with a lifetime guarantee would also have to be true. If it is, that might make me curious enough to click the listing and read more.
Notice the title cuts off. This is what I was referring to earlier. You want to make certain you have a complete and compelling thought in the first 17 words of your title so your product titles can act as a type of ad on the search results page (SRP).
The Kona French press is, in fact, an Amazon best seller and bares the little orange flag proving it. It’s more expensive, but uses the word “premium.” That combined with the “thick thermal shock resistant” glass tends to make me believe this is a top-quality product and that the extra money might be well spent.
The last item features single-wall Borosilicate glass. I’m not sure what that is, but it sounds impressive. I’d be willing to click the listing to find out more about this type of glass and what the benefits are to me.
What you leave out of your Amazon product title is oftentimes as important as what you put in. Look back at the first coffeemaker in the image above. There is no size. This means the customer might have to read more of your product page copy to find out that missing bit of information. This could work for you (getting people to actually read all your copy rather than scanning) or against you (scanners who hate to read will just skip your product because there are so many other options that are clearer). You’d have to test it and see if having the size in the title improved sales.
Keywords in Titles … and Other Places
Amazon has publicly said they have a keyword-based search system. You must have keywords in your title as well as in your keyword fields to be found. While Amazon also says you do not have to use keywords in other areas of the page, it’s a very good idea to do so for a couple of reasons.
#1 – Snippets on the Search Results Page – On the search results page, there is a little snippet under the rankings that will either contain a bit of copy from your features (bullets) or from the product description. It’s an extremely good idea to create a short benefits statement of about 12 words that includes a keyphrase in either your features and/or your product description.
#2 – Help with Google Rankings – Google has different ranking criteria than Amazon. Without going into much detail, just know it will help you to sprinkle (not flood) the copy with keyphrases.
Never underestimate the power of your product title when selling on Amazon. Whether you’re a Merchant Fulfilled or Amazon FBA seller, it will benefit you to write engaging titles that work for you all over the Amazon site.
That completes Karon’s article. Thank you Karon for writing it and helping us Amazon Sellers!
Did you know that I bought three games last summer that are still sitting on my shelf? Why? Because they aren’t listed in Amazon’s catalog and again, I didn’t want to make a product listing page for them. In fact, since buying those three games, I have avoided purchasing anything that isn’t listed. Now, after reading her eBook and having a couple of listings done, I no longer fear the process and I’m going to get those games listed.
p.s. Want more in-depth help with developing product listings that drive traffic and get more sales? Karon’s ebook “Amazon Advantage: Product Listing Strategies to Boost Your Sales” walks you through her best-kept secrets of creating product copy that earns you more money.
Photo Credit: © thinglass – Fotolia.com