All posts by Jacob Privette

How to Create Amazing Amazon Listings: Part 2 – Amazon Title, Bullet Points, Descriptions, and Search Term Best Practices

Creating an Amazon Listing that generates sales and builds a brand takes a lot of work.
You have to have titles optimized, copy in place for title and descriptions, backend keywords added, clear photos, and much more.

Today, we’re going to talk about optimizing our title, bullet points, descriptions, and search terms to ensure that we get in view of potential customers and convert as many clicks into sales as possible.

A software called Sellics states that the order of importance is: Title, Back-end Keywords, Bullet Points, Description

Title Best Practices:

  • Capitalize the first letter of each word
  • Don’t include trademarks or registered marks
  • Don’t include the type of company (Ltd, Srl., Inc., etc.)
  • Include only the information required for each field
  • Avoid duplicate words
  • Keep under the Character Limit of 200
  • Add keywords to title to help with SEO

[Example:

Meliora Goods 4K Ultra HD QLED Smart TV 240Hz High-Contrast 1 Billion Shades of Color HDR Power-Efficient Voice Activated Back-Lit (65”)]

 

Bullet Point Best Practices:

Bullet points should highlight the five key features you want customers to consider. These might include dimensions, age rating, ideal conditions for the product, skill level, included accessories, country of origin, and so on. Each individual bullet point should:

  • The first words on each bullet point should start with all-capitalized letters followed by a Colon
  • Reiterate important information from the title and description where applicable
  • Use semicolons to separate phrases within a single bullet point
  • Be more than 10 characters but less than 255 characters
  • Use 3-5 Bullets with 2-5 sentences in each.
  • The first bullet should be unique to the SKU and should capture the attention of the customer
  • The second through fifth bullet points can include size, brand statement, generic benefits that can apply to multiple SKUs

Bullet points should never include:

  • Website links

[Example:

  • MAXIMUM ANTI-AGING RESULTS: Our Anti-Aging Serum is a luxuriously rich, silky Facial Serum formulated to diminish the visibility of fine-lines, age-spots, and wrinkles. Enriched with 24k Gold, Amino Peptides, and super-antioxidants Vitamins A,C,E – all known for their anti-aging properties – this Serum improves skin’s firmness and elasticity for a radiant, youthful appearance. Directions: Gently tap onto clean skin. Use 2-3 times a week. FOR ALL SKIN TYPES.
  • HIGH-PERFORMANCE ANTI-AGING INGREDIENTS: Enriched with powerful Anti-Aging ingredients 24k Gold, Amino Peptides, and super-antioxidants Vitamins A,C,E – all known for their anti-aging properties, this Serum is designed to boost, nourish, and recharge your skin for a glowing, radiant appearance. 24k GOLD is the best natural, anti-aging, anti-inflammatory antioxidant. POTENT AMINO PEPTIDES stimulate Collagen reproduction. VITAMINS A, C, and E are super antioxidants for best anti-aging results.
  • HIGHLY-EFFECTIVE TIMELESS SERUM TO BOOST RESULTS: This 24k Timeless Anti-Aging Serum defies the aging process by reducing the visibility of fine lines, wrinkles, and other visible signs of premature aging. It nourishes the skin from within with supreme anti-aging ingredients for a luminous, flawless appearance. This cream’s luxurious texture will leave your skin revitalized and recharged for hours after each application.
  • BEST VALUE FOR THE GOLD STANDARD OF SKINCARE: We provide spa-level skincare at an affordable price point providing the best value for an exclusive, high-end skincare.
  • MADE IN USA. NOT TESTED ON ANIMALS. CRUELTY-FREE. PARABEN FREE. NO FILLERS. NO HARMFUL FRAGRANCES: Discover the Gold Standard of Skincare. Buy now and discover the Gold Standard of Skincare. Satisfaction Guaranteed or your money back.]

 

Product Description Best Practices:

The product description lists the product features, explains what the product is used for, and provides other product-specific information.

A good product description is concise, honest, and friendly. It introduces the product and gives an overview of its uses and where it fits in its category. It can expand on the features mentioned in the bullet points.

When writing your product description:

  • Use between 100 and 200 words, but under the character limit of 2000
  • Write full sentences and use a full stop at the end
  • Include HTML formatting

[Example:

Enjoy our <strong> Living Progesterone Cream </strong>! Each pump of Living Progesterone 50 delivers a generous 50mg of Progesterone, or 5% strength per bottle. <br /> Every Living Progesterone 50 container manufactured includes over 80 pumps that should last approximately 2 months. <br /> Living Progesterone 50 is 100% Paraben free and 100% Phenoxyethanol Free. <br / > Living Progesterone 50 has a 5% strength, which means that one pump provides 50 mg of progesterone. <br /> Living Progesterone 50 usage may vary, however, one bottle should last at least 2 months. After it is applied, Progesterone only lasts for about 5-6 minutes in the bloodstream because it is so readily picked up by receptor sites. <br /> The most important time of day to use progesterone is before lunch. Insulin levels are the highest in the afternoon, which, of course, is why many people get sleepy between 3-4PM. Please keep in mind that when sugar levels drop, the body will be releasing adrenaline to raise the sugar levels back up. <br /> <strong> How to use: </strong> <br /> This container yields about 180 half pumps or 90 full pumps. Massage into your inner arms, thighs, chest or apply to inner forearms and rub arms together until fully absorbed. Use at night or once or twice a day as needed. Each pump delivers about 55mg of Bio-Identical Progesterone along with MSM, Shea Butter, Coconut Oil, Aloe Vera, and Licithing in a rich cream that absorbs into the skin. <br /> <strong> BENEFITS: </strong> <br /> Progesterone has been shown to help with a variety of health conditions, including: <br /> – Stress <br /> – Adrenals <br /> – Unbalanced Cortisol Levels <br /> – Sex Drive <br /> – Managing Cholesterol Levels <br /> – Sleep <br /> – Restless Legs <br /> – Managing Thyroid <br /> – Managing Blood Sugar <br /> – Aging <br /> – ADHD <br /> – Depression <br />]

 

Search Term Best Practices:

In order for customers to find your products, it’s important to provide keyword search terms customers might use when searching for products…

Our system limits the length of the generic keyword/search terms attribute to less than 250 bytes. It is still technically possible to go over the limit, however if you do, none of your entries will be indexed by our search engine. Being indexed means that your product is eligible (but not guaranteed) to appear in search results.

In general, characters count as 1 byte. However, some special characters such as ‘é’, ‘ä’ or ‘&’ count as 2 or more bytes. We recommend that you use an online byte counter to check the byte count of your generic keywords.

Your keywords should be:

  • Not separated by a comma or semicolon
  • Include synonyms, abbreviations and alternate names.
  • Include spelling variations; no need for misspellings.
  • Use either singular or plural; no need for both.
  • Don’t repeat words within the search terms field.
  • Don’t include your brand or other brand names in search terms.
  • Don’t include ASINs in search terms.
  • No need for stop words, such as “a” “an” “and” “by” “for” “of” “the” “with” or punctuation, such as ; : , – .
  • No temporary statements, such as “new” or “on sale now”
  • Don’t use subjective claims, such as “best” “cheapest” “amazing” and so on.
  • Don’t add abusive or offensive terms.

[Example: ORO24KARAT ORO 24KARAT GOLD OROGOLD 24K 24KGOLD reinvigorating express non-surgical facelift minimize age spots reduce fine lines new anti aging formula anti wrinkle made with gold 24 karat]

 

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How to Create Amazing Amazon Listings: Part 1 – Amazon Photo Best Practices

Creating an Amazon Listing that generates sales and builds a brand takes a lot of work.
You have to have titles optimized, copy in place for title and descriptions, backend keywords added, clear photos, and much more.

Today, we’re going to talk about optimizing our photos to ensure that we catch the eyes of customers and convert as many clicks into sales as possible.
Amazon has a strict policy when it comes to photos. You can view their guidelines here.

In order to accommodate Amazon rules, MyAmazonGuy has created best practices that you can follow that also helps you optimize your photos.

– MAIN/HERO Image has to be on a pure white background (255, 255, 255). Your photo may get rejected by Amazon if it doesn’t. It will also look much cleaner if you do it in Amazon’s uniform and desired manner.
Example of a pure white background:

Example of an invalid HERO image with a non-pure white background. Amazon would reject this HERO image:

– All photos should be in focus. Out-of-focus pictures tend to show a lack of professionalism to customers.
Example of an in-focus photo:

Example of a photo not in-focus. Amazon would reject this image:

– Dimensions matter. Customers will be using different devices to view your photos, so you want to use a larger (in terms of dimensions) photo to show up clearly despite their device. For this reason, you want to have each photo (MAIN/HERO and secondary) be at a resolution of 2000 x 2000 pixels. If you cannot do this, the bare minimum is 1000 x 1000. Photos can be easily shrunk down without much of a loss in quality, but being expanded destroys the quality of an image.
Example of a properly-sized photo:

Example of a photo with too small of dimensions. Notice how the quality is lost as it is expanded to fill the screen:

– Amazon often changes its guidelines for photos. It recently came out with a rule against “People in the main image/product on model with the exception of adult apparel.” This means that you cannot have any people in a HERO shot.
Example of a proper HERO photo without someone:

Example of an invalid HERO photo with a model in the picture. Amazon would reject this HERO image:

– Another rule that was recently instituted was “Text, logos, borders, color blocks, watermarks, or other graphics over the top of a product or in the background.” This means that you cannot have any text or logos in your HERO shot. This photo would be rejected by Amazon:
Example of a proper HERO photo without texts:

Example of an invalid HERO photo with text. Amazon would reject this HERO image:

– Secondary photos boost the conversion rate significantly. You should have 3-5 secondary photos that complement your product. Here are some ideas for those secondary photos:
+ Help your customers see the item in action. If you are selling shampoo, have lifestyle photos of someone washing your hair with the shampoo. If you are selling a table, have lifestyle photos of a family playing games on the table.
Examples of lifestyle photos. Notice how these utilize a product and a human to have the customer visualize themselves with the product:

+ Additional angles of the product can help give the customers the feeling like they’re seeing it in person. For any product that is to be worn on the body, additional angles can help a customer decide if they like the look of the product.
Example of different-angled photos. Notice how the different angles can help the customer imagine what this product would look like up close:

+ Include a group photo of your product line. This increases brand awareness.
Example of a good group photo. This type of photo can also assist in helping the product find other of your products that they may want to purchase:

+ Use infographics to explain key differences between your product and a competitor’s product.
Example of good infographics. These catch eyes and give helpful tips to the customer:

 

 

This photo guide has all the specs and recommendations for images on Amazon.

Summary:

  1. Photos should be 2000×2000
  2. Jpeg
  3. 7 photos per item
  4. Main photo on white cropped so item is 85% of image (Prevent white space at top and bottom of product, so that item looks bigger in search results)

 

7 Photo Shots you can take:

  1. Main image – on white.
  2. Back image – labels etc.
  3. Close up shot to show a feature
  4. Infographics -Photos with text and key features
  5. Lifestyle- Makes you feel you’re using the product, or how and where you would use the product
  6. Aspirational -Humanizing the product in use to show social gain (photos of humans)
  7. Video (Requires EBC / Brand Registry)

 

Some categories allow 3D images, this would make the top 7 but is limited in use.

 


Filler images, if above list not obtainable:

  • Side image
  • Group shot of multiple products in line

 

Amazon Says:

Image Standards
Every product on Amazon needs one or more product images. Choose images that are clear, straightforward, and easy to understand. They must accurately represent the product and be information-rich and attractively presented. Show only the product that is being offered for sale, with minimal or no propping. Text, logos, and inset images are not allowed. Whenever possible, provide several images, with each one showing different angles and details of the product. This is your opportunity to show your product to your customer, so quality matters.
We reserve the right to reject images that do not meet our image standards.
It is your responsibility to ensure that you have all necessary rights to the images you submit.

MAIN Images
*The background for a MAIN image must be pure white (pure white blends in with the Amazon search and item detail pages, which have RGB  values of 255,255,255).
*A MAIN image must not be a graphic or illustration and must not contain accessories that are not being dispatched with the product, props that may confuse the customer, text that is not part of the product, or any logos, watermarks or inset images.
*The product must fill 85% or more of the image.
    
Additional Images
*MAIN images should be supplemented with additional images showing different sides of a product, the product in use, or details that are not visible in the MAIN image. For media products, this could include the back cover, sample pages, or screenshots. You can add up to eight (8) images.
*A white background is recommended, but not required. Additional images may not include logos or watermarks, and all props or accessories must be presented in a way that will not cause customer confusion.

Image Size
“Images should be 2000 pixels or more in either height or width as this will enable the zoom function on the website (zoom has been proven to enhance sales). Files measuring less than 500 pixels on the longest side will be rejected by our system. If you can’t provide 2000×2000 pixels, at least 1000×1000 is the recommended bare minimum.

Naming and formatting
*Amazon accepts JPEG (.jpg), TIFF (.tif), or GIF (.gif) file formats (JPEG files are preferred as they are smaller in size and can therefore be processed and uploaded more quickly).               
*A suggested way to name an image file is to save the image on your web server using the product SKU as the file name followed by the view type or variant code–MAIN, PT01-PT08 (additional images), SWCH (usually a color swatch only used on products with more than one variation). Examples: 8845013515.MAIN.jpg, 8845013515.PT01.jpg, 8845013515.SWCH.jpg


Uploading your Image files
Once you have named the file and saved it to your web server, enter the URL of the image file in the appropriate cell of your product template.

 

Technical Requirements

Product images submitted to Amazon must meet the following technical specifications.

  • TIFF (.tif/.tiff), JPEG (.jpeg/.jpg), GIF (.gif) and PNG (.png) format
  • Image pixel dimensions of at least 1000 or larger in either height or width preferred
  • sRGB or CMYK color mode
  • File names must consist of the product identifier (Amazon ASIN, 13-digit ISBN, EAN, JAN, or UPC) followed by a period and the appropriate file extension (Example: B000123456.jpg or 0237425673485.tif)

Note: Spaces, dashes or additional characters in the filename will prevent your image from going online.

Amazon Site Standards for Product Images

For images named by product identifier without a variant code or named with the MAIN variant, and display as the main image on the product detail page, Amazon maintains the following site product image standards:

  • The image must be the cover art or a professional photograph of the product being sold. Drawings or illustrations of the product are not allowed.
  • The image must not contain gratuitous or confusing additional objects.
  • The image must be in focus, professionally lit and photographed or scanned, with realistic color, and smooth edges.
  • Books, Music, and Video/DVD images should be the front cover art, and fill 100% of the image frame. Jewel cases, promotional stickers, and cellophane are not allowed.
  • All other products should fill 85% or more of the image frame.
  • The full product must be in frame.
  • Backgrounds must be pure white (RGB 255,255,255).
  • The image must not contain additional text, graphics, or inset images.
  • Pornographic and offensive materials are not allowed.

For additional other view images:

  • The image must be of, or pertain to, the product being sold.
  • The image must be in focus, professionally lit and photographed or scanned, with realistic color, and smooth edges.
  • Other products or objects are allowed to help demonstrate the use or scale of product.
  • The product and props should fill 85% or more of the image frame.
  • Cropped or close-up images are allowed.
  • Backgrounds and environments are allowed.
  • Text and demonstrative graphics are allowed.
  • Pornographic and offensive materials are not allowed.

For Template Uploading – “Please follow these guidelines to prevent errors when you upload image URLs:
• JPEG (.jpg), or TIFF (.tiff) file formats are accepted. However, JPEG files are preferred as they are smaller in size and can be processed quickly.
• Images should have 72 pixels-per-inch resolution, and minimum 500 pixels in length on the longest side.
• Follow the naming convention when naming your image: Product SKU + View Indicator (.main) + File Extension (.jpg). For example, “15774.main.jpg.”
Note: It is not mandatory to follow our naming convention; however, we recommend that you do.
• Do not include any spaces or high ASCII characters in the image URL. Save the image to your web server, and provide the URL to the image in this field.
Note: If you are unable to provide a valid image URL, you can upload your product images manually using the Manage Inventory feature on Seller Central. For more information, refer to the Help topic: https://sellercentral.amazon.com/gp/help/201186860?referral=A1MW42MU4HB71J_A25YBYM2LTJVVA

 

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