Pillow Talk: How to make your listing stand out on Amazon

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Some products are big hits on Amazon, while others don't sell well at all.

The key difference is often how well the product listing is set up.

So what makes a “good” Amazon listing?

Let's break it down step by step.

We'll use our client, Trtl Travel Pillows, as an example.

The Power of a Well-Optimized Amazon Listing

A well optimized Amazon Listing has 5 elements:

1. Keywords & Title that boost visibility & attract targeted shoppers

2. Bullet Points & Description that highlight key features & convince buyers

3. Backend Optimization that improves search rankings & product discoverability

4. Images & Video that showcases the product & builds customer confidence

5. Pricing & Reviews that increases competitiveness & builds trust

Let’s dive into each one:

Keywords & Title that boost visibility & attract targeted shoppers

Crafting an effective title is crucial for your Amazon listing - it's often the first thing shoppers see.

Here's how to create a compelling title for your Trtl Travel Pillow:

1. Use relevant keywords: Use tools like MerchantWords or Helium 10 to find popular search terms.

2. Include your main keyword: Make sure "travel pillow" is prominently featured in the title.

3. Highlight key features: Emphasize unique selling points like "scientifically proven" or "super comfortable".

4. Be concise: Amazon allows 200 characters, so make each one count.

For example: "Trtl Travel Pillow — Scientifically Proven Neck Support for Comfortable Airplane Sleep (Lightweight, Machine Washable)"

When optimizing for Trtl's travel pillows, include key terms like "Travel Pillow," "Neck Support," and "Shoulder Support."

Mention color variations and use phrases like "Super Soft" and "Ultimate Comfort." Don't forget to include the brand name "Trtl" for recognition.

This approach effectively targets comfort-seeking traveler’s, highlights product features, and leverages the brand name for increased visibility.

Bullet Points & Description that highlight key features & convince buyers

Use keywords naturally in your bullet points. Don't just stuff them in.

Example:

Instead of "Neck support pillow for travel," try "Experience first-class comfort with our scientifically designed neck support pillow, perfect for travel on planes, trains, or automobiles."

List your top 5 benefits or features.

For example: what makes the Trtl Pillow special?

• Patented internal support system keeps head in ergonomic position for restful sleep

• Super soft hypoallergenic fleece provides cozy cushioning for ultimate comfort

• Lightweight and compact design makes it easy to carry and saves space in your luggage

• Versatile wear options allow you to position it on either side or front of your neck

• Machine washable for easy cleaning, ensuring freshness for every adventure

Use your description to paint a picture.

Help the customer imagine using your product.

Here’s what that looked like for Trtl:

Backend Optimization that improves search rankings & product discoverability

While customers can't see it, backend optimization is the engine that drives your Amazon listing's visibility.

It's all about helping Amazon's algorithm understand what you're selling.

In Seller Central, make use of every available field.

For the Trtl Travel Pillow, you'd want to fill the search terms with phrases like "ergonomic neck pillow," "jet lag relief," and "travel comfort solution."

Don't forget to specify the subject matter - think "Travel Accessories" or "Sleep Aid."

Other crucial details include the material (fleece), target audience (adults), and intended use (long-haul flights, road trips, even office naps).

The key is to use natural language variations and avoid keyword stuffing.

By thoroughly completing these backend fields, you're giving your product the best chance to be discovered by comfort-seeking travelers.

Images & Video that showcases the product & builds customer confidence

A picture is worth a thousand words, and a video might be worth even more!

Here's what to remember:

1. Use high-quality images (at least 1000x1000 pixels).

2. Show your Trtl Pillow from different angles and in use.

3. If possible, include a video. Show how to wrap the Trtl Pillow and demonstrate its comfort. Example: Show the Trtl Pillow being used on an airplane, in a car, and while relaxing at home.

A+ Content: Your Premium Showcase

A+ Content lets you tell your brand's story.

Use it to provide extra information about the Trtl Pillow's design and benefits.

Take a look at the video we made with Trtl:

Want more info on how to build out your visuals?

Here’s a link to another full article explaining how.

Pricing & Reviews that increases competitiveness & builds trust

Price competitively.

Look at similar travel pillows and price accordingly.

Encourage happy customers to leave reviews.

99% of people check reviews, so its a quick way to supercharge your sales.

Social proof is also key; if your product has been featured in any magazines be sure to include their logos to enhance your social proof.

Final Thoughts

As you can see with Trtl Travel Pillows, a well-optimized Amazon listing can make all the difference.

At Emplicit, we've applied these strategies to over 400 brands, helping them earn $550 million in sales along the way.

From compelling titles to backend optimization, each element plays a crucial role.

Here’s a link to another article we wrote about tracking KPIs on Amazon.

https://emplicit.beehiiv.com/p/3-kpis-must-obsess-beat-competition-amazon

When it comes to optimising your listings, let the data guide the way.

By understanding your customers and effectively showcasing your product, you too can achieve remarkable success on Amazon.

That’s it for now.

Speak next week!

Best,

Adam Weiler

Whenever you are ready, here’s how we can help you:

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