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How to Improve Your Product Listing on Amazon

 

Thrasio’s Creative Team—designers, copywriters, and project managers—work together to craft the perfect branding for each of our products. The customization of each listing elevates the quality and feel of each individual brand which builds trust with each targeted customer and increases conversion.

You don’t need to convince your customers that they need the type of product they’re looking for. In most cases, shoppers have already searched for whatever compression sleeve or pet shampoo they’re in the market for. So your challenge starts with making your listing stand a cut above the other products on the results page. In other words, you have to convince the customer that they need your brand of pet odor eliminator. 

We have a team of 65 creatives that work together to make our nearly 100 brands look amazing. All the way from listings to packaging and D2C efforts. As a lot of MDS (Million-Dollar Sellers) are projecting, we’re going to see a lot more venture-backed and already successful sellers dominate Amazon in the future—make sure your brands can compete. 

Turn your FBA business into a brand customers trust by producing a compelling brand that converts through a complete listing, smart copy, and sharp design. 

Amazon Grades on Completion

Amazon’s algorithm gives preferential treatment to listings that take every opportunity to add information within your seller account. This means listings that utilize all 9 listing photos, adding a video, and filling all 6 modules in A+ content.

 

Note, on mobile, shoppers can only see the first 6 listing photos, so make sure your strongest sales points are in those photos along with any information that needs to be clarified to a potential customer in order to avoid a poor review. The last three listing photos can show repeated information from your title and bullets, stock images, or potentially show other products within your brand. 

If you have more than one product, set up your brand storefront. Not only does it give your products more exposure, but Amazon is starting to push more toward storefronts. A lot of PPC ads click through to the brand storefront rather than the specific product listing again showing shoppers more of your brand than the first product they were looking for. 

Filling the gaps in your listing is not only going to elevate your product within the algorithm, it also gives you more opportunity to share the features and benefits of your products with customers. 

We’ll outline how to make your listing photos, videos, A+ content, and storefront look like the million-dollar brand it is that converts. 

Copy That

“Copy” refers to any written material on your listing. There are plenty of resources for SEO copywriting, but we’ll skip the title and bullets for now—that’s a different skill set. For the purposes of this blog post, copy refers to the words written within the photos and videos on your listing. 

Whether you’re hiring a freelance copywriter or doing it yourself, think of your listings as an opportunity to tell a story. Stories are the simplest ways humans communicate with each other. Not only do stories carry an emotional impact, they’re also more memorable and digestible than a hard sell. Good copy builds a brand rather than just a listing. 

With a simple product like a compression sleeve, it might be easy just to describe what material the product is made of and how to find the right size. “It’s not enough to just describe features. Your copy should speak to outcomes—both practical and emotional—that solve the problem a shopper has come looking for a solution to,” says Forrest Lee, Thrasio’s Associate Director of Copy. The text in your photos should describe how these specific compression sleeves fit into and improve the customer’s life because they’re designed to fit perfectly, and made with superior materials. It shows the customer that the seller has time and expense to create beautiful listing photos and a sophisticated video; and therefore, the customer trusts that the same care has been taken when developing the product itself. 

Pragmatically, copy describes the features and benefits of a product. It describes how a product works, and in what situations it can be used. Amazon sellers can look through their reviews and customer Q&As to address any questions or doubts posed by real customers, increasing conversion by decreasing bounce rates. 

Good Copy Practices

AO Mobile Screenshot
Angry Orange Listing Photo on Mobile

Take a holistic look at your listings—including all positive and negative reviews and the Q&A. Write down the main features and benefits of your product on separate pieces of paper. Then arrange each feature/benefit in order of importance or compelling-ness. That’s the order of how you should arrange each selling point on your listing images. Again, making sure the most important points are in the first 6 photos and the first 3 modules of A+ content. Try to keep it to one main statement per photo, with one benefit. (e.g. Headline: Smells Like Heaven; Subheader: rid your home of that kitty kat stank).

In general, keep it short and snappy. People are looking at listings very quickly, so they want the information simple, quick, and accessible. They don’t want to read that much – or they don’t want to feel like they’re digging deep for information. Customers aren’t always going to read the description either, so it’s important to break it up across several photos. 

Eye on Design

Like products in traditional retailers, brightly colored packaging, and sleek displays attract customers online also. Amazon has a challenge of remaining user friendly and appealing to everyone from gen z-ers to baby boomers. 

Along with easy-to-read copy, you want the same accessibility in design. Meaning, easy to read typography choices with appropriately contrasted colors, and professional product photography.

 

Color palettes are complex. Maybe you want to be antithetical to your competitors so your main listing photo stands out against others on the search results page. Dive into color theory to have your palette evoke the voice/tone of your brand: friendly (yellow), trustworthy (dark blue), luxurious (black/metallics).

Strategic Branding

As Senior Art Director, Henry Ngo says, “Branding isn’t just a logo or a typography choice. It’s a cohesive presentation of your brand.” 

The design is going to pull all of your branding together. Do think about your logo and typography choices, but don’t overlook the tone of voice, personality, and colors that represent your products. Using those big picture ideas will help you considerably when making decisions about iconography and copy. 

You can do it yourself, or go for a cheap freelancer on Fiverr. But we recommend investing in a true branding expert when hiring a graphic designer. Contact your local AIGA chapter for recommendations (if you’re in the U.S.), or hire a pro on Upwork.

On Trend

One of the many trends from 2020 we’re expecting to continue into the new year is more quality and luxury products in ecommerce. 

As shoppers start turning to marketplaces like Facebook, Instagram, and Tik Tok, their expectations for the branding and polish of products they shop for online are changing. Even Amazon gave their app a facelift this year with a new teal gradient. Furthermore, Amazon’s new venture into luxury fashion points toward the historically minimalist (i.e. bland) interface slowly transitioning into something more up-to-date. You need to be sure your listings do the same. 

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The Software Thrasio’s Brand Managers Can’t Live Without

 

Thrasio Brand Managers (BMs) do a lot of the work for their designated portfolio of FBA brands usually performed by the independent seller. They own the success of day-to-day brand operations through listing content and creative, marketing tactics, financials, customer service, risk mitigation and compliance, inventory, and, of course, developing strategies for growth, all while staying on top of any attacks, competitors, and suspensions. In order to do all of this, they spend a lot of time in Seller Central and using other popular software.

There’s an overwhelming amount of data tools available to FBA sellers. A lot of them overlap, and you’re always looking for the golden ticket that will “do-it-all.” We don’t have all the answers, but Thrasio’s team of 30+ Brand Managers have a few favorites.

Note: These are neither affiliate nor sponsored links—just stuff we genuinely use and appreciate.

Seller Legend

Seller Legend is a sales statistics interface that tracks units, orders, revenue, cogs, and session data for a given account. You can group the data by parent ASIN, child ASIN, SKU, or product ID across any marketplace or specific date range.

While Seller Central shows sales for the entire account, Seller Legend indicates how a specific ASIN performs. Note: It’s essential to export session data from Seller Central to upload into Seller Legend regularly (at least weekly) to keep the data set as accurate as possible.

There are plenty of uses for these data sets, but we often use it to track a product’s performance after making any changes or applying new strategies via conversion rate. For example, if we make a bunch of creative or branding changes, we can pull the conversion rates both before and after changes are pushed live to ensure that those creative updates increase conversion.

We also use Seller Legend to tag individual products as active, pre-active, or discontinued to communicate a given product’s status across all teams from supply chain to marketing.

Ultimately, Seller Legend simply provides a great financial picture for a given brand. Through Seller Legend, you can see margins, PPC data, ROIs, and even who owns the buy box. This information helps with decision making on pricing, deals, and coupons.

Keepa

Keepa is a tool that gives you the holistic story of a brand. It’s a browser extension that shows keywords, ranking within categories and subcategories, BSR rank, ratings, and review counts over the listing’s lifetime. And not just your own listing—any Amazon listing.

Brand Managers set up alerts to track competitors to products in their portfolios, look at subcategories, and get alerted if and when they lose the Best Seller Badge.

Looking at all of these otherwise separated elements that feed into Amazon’s algorithm shows the overall health of a brand and helps BMs learn what’s making a product work.

Keepa Example
Keepa Extension

For example, one of our bike seat brands seems to do significantly better on lightning deals than anywhere else. The BM of this brand determined that by seeing huge revenue fluctuations on the days that he was running a deal on this product.

Some products, such as seasonal items, may not perform any better on deals than they do regularly. Keepa helps you make that determination easily and pivot your energy and resources toward other strategies.

Helium 10

Helium 10 is, first and foremost, a competitive research tool that identifies keywords essential to SEO ranking.

BMs use Helium 10 to pull a list of ASINs that come up for a given keyword. It’ll show you an ASIN(s) category, who owns the buy box, whether the ASIN is FBA or FBM, as well as the fees. It helps BMs keep on top of the buy box, and get a closer look at the competition.

Where Helium 10 really pulls its weight though is with Thrasio’s SEO and Product Launch teams. These teams are separate from Brand Management, but work closely with BMs to ensure the success of each product.

For example, if our Product Launch team is working on a new variation of a product in one of our pet supply brands, they could search for “dog nail clippers” on Amazon. Using Helium 10’s Chrome Extension, Xray, we can download a report of all the competing products for that search term. Then, from the Xray report, we can download the Cerebro data from the top competitors in that search term and run them through our own data aggregation tool to make the key choices to launch new products as competitively as possible.

Example image of Xray Extansion
Helium 10’s Xray Extension

The SEO team uses similar functions to continually update and optimize these listings post-launch and post-acquisition.

Thrasio BMs wear a lot of different hats. We pull a lot of data from Seller Central and put it into our own secret sauce software, but the products listed above are daily touchpoints for BMs managing products in any category.

If you love data and spreadsheets, take a look at our careers page.