If you’ve been selling on Amazon for a while, then there’s a good chance you’ve heard about the importance of thorough product listing optimisation.
Though it’s easy to spot the difference between a well-optimised listing and one that’s been neglected, we talk to many new clients who aren’t sure about the kind of measurable returns that Amazon content optimisation can offer.
The impact of organic marketing may not be as immediately obvious as channels like Amazon advertising, but you can still observe some major improvements in crucial Amazon KPIs when you go the extra mile and ensure your listings are fully-optimised.
Today, we’ll look at a recent instance where we created and launched some new content for a client, and saw a huge uptick in key performance indicators without any increase in ad spend or pricing promotion.
Our client, a global office supply brand, had been selling their products on Amazon for several years, but were struggling to unlock the full potential of the channel. They came to Wake looking for support with managing their content and extracting maximum value from the Amazon marketplace.
After a thorough audit of their account, we discovered several challenges that were limiting audience engagement and organic sales, including:
With these issues identified by our audit, we had several key targets for a bespoke content optimisation package that would patch up the weak spots and help them unlock the full potential of Vendor Central.
Following our audit, we drafted a full content optimisation strategy tailored to the most glaring issues across the client’s catalogue, and the unique traits of their brand identity.
We rolled out this strategy repairing and optimising every crucial part of the client’s listings:
Our optimisation began with some thorough keyword research, focusing on terms with high volume but moderate competition, giving us the best chance of climbing Amazon’s organic rankings.
With the keywords assigned to ASINs throughout the client’s catalogue, we wrote fresh copy incorporating the keywords naturally into the titles, bullet points and product descriptions, while making sure the backend keywords field was populated with any terms we couldn’t get into the visible copy.
We worked with the client to select their best, most up-to-date assets, then used these to create product-specific infographics visually highlighting the key USPs for each ASIN.
We made sure to resolve any inconsistencies in the client’s catalogue by applying uniform standards in terms of fonts, colour palettes and iconography, aiming to communicate a cohesive brand identity and form closer relationships between the brand and its ideal target audience.
We used the client’s under-utilised A+ content slots to build on the foundation set by the copy and images. With more space to develop the content, we focused on both re-iterating the key USPs that provide straightforward reasons to purchase the products, and developing a more emotional connection between the brand and its audience.
Answering common questions and cross-selling in the appropriate sections, we used A+ content to improve trust, remove ambiguity, and optimise each listing for conversion rate.
Finally, we used one of the more recent types of Amazon content, Amazon Brand Stories, to share details about the brand’s values, mission, and product ecosystem.
We designed this content not only to enhance trust, but have a consistent visual anchor point across listings to build on a recognisable narrative and assure customers of the brand’s professionalism.
With our new content implemented, we saw a positive impact on the client’s listings almost immediately.
In less than three weeks, our client saw:
This is all without additional ad spend or special promotions - just great, well-researched content doing its thing!
This project was a strong reminder of the role content can have in driving performance on Amazon, even without relying on your ad budget or pricing levers.
We’ve always stressed the importance of treating your Amazon content as a living, dynamic component of your brand’s presence, rather than something static you can “set and forget”. Our initial audit showed that even large, well-established brands can fall into the trap of under-leveraged content formats and inconsistent messaging, especially when it comes to maintaining large catalogues full of diverse products.
When you work to enhance your listing copy, Amazon product images, and A+ content, while remembering to make regular, performance-based adjustments, you can ensure your organic marketing is pulling its weight and contributing to your brand’s Amazon ecosystem.
Your Amazon content is full of potential - it just needs to be unlocked. Start creating stronger listings today