For almost a decade, Amazon has allowed others to sell their products on its website. As more people gained success by using this enormous marketplace to promote and fulfill their items, the secret was out and it has been “Katie bar the door” ever since.
Amazingly, the vast majority of people learning to sell with Amazon FBA are paying little or no attention to one of the most vital aspects of conversion: the product title. Your product listing is made up of a few images and — what else? — words! Especially with more FBA and merchant sellers flocking to Amazon every day for private labeling, bundling and retail arbitrage; you have to position your products as different and/or better so it is ultra-simple for customers to choose you. That all starts with your product title.
Let’s take a look at a few examples of product titles that work and those that really blow it.
Titles show in more places than just your product page. For example, when you search on Amazon, what is your normal process? You click to the home page and type in whatever it is that you need, right? That’s how practically everybody does it. The listing results page (which includes an image and your product title) is all the shopper sees. Customers have to make a decision on which one to click based on a tiny picture and about 115 characters of copy. (Yes, your title can be longer, but only about 115 characters of it will fit into the Amazon search results page.)
If you wanted to buy a French press coffeemaker, and you type that into Amazon, you’d get something that looks like this…
Title #1: Grosche Madrid Premium French Press Coffee and Tea Maker
Title #2: French Press Coffee Maker -20 oz
Title #3: Bodum Brazil 1-1/2-Liter French Press Coffee Maker, 12-Cup, Black
BORING! They are all glass. They are all about the same size (between 20-34 ounces). They are all the same shape, all do the same thing, all have excellent reviews, all are available for Amazon Prime and three of them are about the same price.
So what happens based on this little bit of information? Which one would you click first? Like most other people, I’m not brand loyal for most products. With almost everything else being the same, I’d click to the lowest-priced one. If I liked what I saw, I doubt I’d even give the other three French presses a second look.
If you were selling these on Amazon, how could you make yours stand out? Here are several that have the right idea when it comes to product titles.
Title #4: French Press 9 cup Coffee Press Maker (36 Oz) with Thick Professional Grade All Glass Body and Handle, Zinc Lid, and Silicone Heat Resistant Base
Title #5: French Coffee Press (3-Piece-Black) – 34 oz, Espresso and Tea Maker with Triple Filters, Stainless Steel Plunger and Heat Resistant Glass
Title #6: Secura Stainless Steel French Press Coffee Maker 18/10 Bonus Stainless Steel Screen
Now we begin to see a bit of differentiation. Title #4 gives good identification of the features of this product and drums up a bit of curiosity my referencing “zinc lid.” I don’t know what that is, but I would be willing to click to their product page to find out.
Title #5 lists different features than title #4 including triple filters (important to keep all the coffee grounds out), stainless steel plunger and heat resistant glass. Those are unique enough that I’d want to click to this listing and compare it to #4.
The last item features a bonus stainless steel screen. Not as appealing to me as the other titles, but I would still visit this page for more info.
What you leave out of your Amazon product title is oftentimes as important as what you put in. Look back at the first coffeemaker title. There is no size. This means the customer might have to read more of your product page copy to find out that missing bit of information. This could work for you (getting people to actually read all your copy rather than scanning) or against you (scanners who hate to read will just skip your product because there are so many other options that are clearer). You’d have to test it and see if having the size in the title improved sales.
Keywords in Titles … and Other Places
Amazon has publicly said they have a keyword-based search system. You must have keywords in your title as well as in your keyword fields to be found. Amazon also now recommends that you use keywords in your bullets and description. This can help in a couple of ways.
#1 – Snippets on the Search Results Page – On the search results page, there is a little snippet under the rankings that will either contain a bit of copy from your features (bullets) or from the product description. It’s an extremely good idea to create a short benefits statement of about 12 words that includes a keyphrase in either your features and/or your product description.
#2 – Help with Google Rankings – Google has different ranking criteria than Amazon. Without going into much detail, just know it will help you to sprinkle (not flood) the copy with keyphrases.
Never underestimate the power of your product title when selling on Amazon. Whether you’re a Merchant Fulfilled or Amazon FBA seller, it will benefit you to write engaging titles that work for you all over the Amazon site.
This article by Karon Thackston. Karon’s ebook “Amazon Advantage: Product Listing Strategies to Boost Your Sales” walks you through her best-kept secrets of creating product copy that earns you more money. Get your copy today .