Amazon is the No. 1 shopping destination for 55% of online shoppers, which means appearing on the 1st page of the retailer’s search results can boost brand sales. However, many brands do not know how to increase the visibility of their product pages on Amazon.com.
Head of L2’s Amazon IQ product Mabel McLean advises brands to focus on listing content, a variable in the Amazon algorithm that can be easily controlled (as opposed to historical sales volumes and inventory stock levels). Titles and tags should use consumer terminology vs. industry terms (e.g. black heels vs. black pumps) as they are more frequently searched on Amazon. Use of A+ imagery on Amazon can also positively affect search placement, while keyword stuffing is penalized. Playtex and Levis are best-in-class examples.