How to Optimize Your Product Listings on Amazon

Here are some essential tips for optimizing Amazon product variation listings to improve visibility and conversion rates. As you optimize listings on Amazon, track and analyze your success using Junglytics.

Tom Rohlf

October 11, 2023

As an Amazon seller with more than a decade of experience, I appreciate the ability to tap into a vast marketplace of eager customers. But I also understand that selling on Amazon has its own challenges. The only chance I really have to attract and talk to my would-be buyers is on my product listing page. That limitation makes it imperative that I nail those listings and improve over time.

While Amazon gives me the ability to list my products, it also gives me the ability to showcase product variations. The obvious examples include size or color. But it’s not always that simple. When used strategically, variations can help draw in and convert more customers.

We’ve already covered how to set up your Amazon product listings (including bulk uploads and variation listings) in a separate blog. Today, I want to focus on Amazon product listing optimization tips to make sure your variations get in front of the right people.

Improve Your Amazon Product Variation Listings

If you already understand the basics of product listings, I’m sure you want to know how to improve the visibility and conversion rate of your product variations. A lot of this relies on strategically targeting search terms and preempting customer questions with good information and strong images.

Referencing the search terms associated with each child variation is good for creating individual listings. For example, I sell one-piece jumpsuits through my children’s clothing brand, Cuddle Club. Getting my products in front of the right customers is actually fairly complicated. Why? Because there are so many different search terms to target. Everything from the clothing type, design, color, size, child’s age, and more.

Variations for one-piece children’s jumpsuits include age ranges and styles.

To better attract customers, I need to target search terms best associated with each variation. That way shoppers searching for a “newborn orange astronaut onesie” find what they are looking for, rather than being served results for a “toddler Spiderman bodysuit,” although both variations exist within the same parent ASIN. I wouldn’t want the astronaut image to come up for a shopper looking for Spiderman, obviously.

Utilize your images to boast about your product features.

You can also break up images by use case. For instance, many parents choose onesies for road trips because this clothing allows for easy diaper changes on the go. This is something I understand about my audience, so I include an image with the label “cute and functional” in my listing.

An example of a specific use case relevant to my target audience.

I’m sure you can think of something similar for the products you offer and the audiences you serve. Do your products make for great gifts? Target keywords for Amazon listings related to gifting (“gifts for teenage girls,” “gifts for Father’s Day,” “going away present, etc.) and include an image of a gift box to drive the point home for your customers. Again, it’s all about understanding your audience and preempting their desires and questions.

Note that having the exact string of keywords used by a shopper performs better than permutations of a keyphrase. For instance, a product exactly matching the phrase “Tony Hawk complete skateboard” will perform better than if you named your product “Birdhouse skateboard deck trucks and wheels” even though both search terms mean roughly the same thing.

There's an additional component here where exact-match keywords index higher than having each of the components of the keyword in your listing. This is the difference between “red leather wallet” (exact match) and “red, leather, wallet” as three different component terms. Amazon's search algorithm tends to give more weight or priority to listings that use the exact-match keyword.

Let's add a section about rotating listing content. By rotating your content you can index for more search terms over time.

What’s interesting about Amazon is that the ecommerce platform remembers exact-match keywords that you’ve used in the past. This creates a fantastic opportunity for Amazon sellers to rotate listing content. By injecting new exact-match keywords and popular search terms into your listing copy, you can index for more search terms over time. Rotating listing content rewards longevity and gives your products a wider surface area to find customers thanks to the platform’s memory.

Tracking Your Success on Amazon With Junglytics

So, you’ve optimized your Amazon variations listings using the tips above. How do you know if it's working? Unfortunately, Amazon Seller Central is clunky (at best) and can’t give you the level of detail necessary to understand variation performance (at worst).

Like a lot of Amazon sellers, this frustrated me to no end. But unlike a lot of Amazon sellers, I developed my own solution that I’m now offering to others.

Junglytics is a business intelligence solution for Amazon sellers. It’s easy to use, highly customizable, and delivers the accurate insights you need to grow your business.

Junglytics customizable dashboards let Amazon sellers focus on the information most important to them. This card shows units sold organized by color variations.

With Junglytics, you can group by primary or secondary variant to track:

Profit
Sales trends
Total advertising cost of sales (TACoS)
Return on ad spend (ROAS)
Organic vs. PPC
Conversion rates
Amazon fees
Return on investment
Traffic
Margin
Inventory
And so much more

Curious to know if you’re spending too much money on advertising the wrong variations? This Junglytics card shows ROAS by color variant. Turquoise consistently outperforms other variants, so why am I spending so much on advertising other colors?

A Junglytics card showing ROAS by primary variant.

Maybe I drill down into a specific week. If, for example, there’s been a spike in ROAS for the ocean product on Saturday. Maybe I conducted an experiment that day that was very effective for what I wanted to achieve. If I’m unaware of an experiment, it might be worth diving in to find out what happened so I can ensure repeat success.

With a few clicks, it’s easy to generate a new card. I want to see the number of sessions for each color. It looks like turquoise is getting a lot of views, which might mean that the ad dollars are driving views (which is good). From there I can make informed decisions about how to improve my conversions for this product variant.

A Junglytics card exploring the number of sessions by color variant.

As you make changes to your listings, invest in advertising, or launch new product variants, you’ll undoubtedly want to know how these factor into your overall business. Junglytics lets you do all that and more in seconds.

Ready to see Junglytics for yourself? See our live demo to learn how powerful and simple-to-use Junglytics really is.

‍For more thought leadership, check out our content and follow me on LinkedIn.

ABOUT THE AUTHOR

Tom Rohlf

Tom has been selling on Amazon since 2014 - He exited his first business (Playerten.com) in 2019 and is the CEO and Co-founder of Cuddle Club an Amazon native children's clothing brand.

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