Selling on Amazon is a lot like shaking hands with someone. First impressions mean a lot. If you give someone a firm handshake and a winning smile, they want to linger and get to know you a little better. If your handshake is weak or you don’t really have much to say, the person will probably start making their excuses and go visit with other people in the room.
We all know there are several components involved when trying to attract buyers to your page and then convince them to hang around. Price, shipping and overall store feedback are just a few examples. Still, there are some key elements that sellers sometimes seem to overlook when they are creating a listing; title, item description and pictures.
Title. The item title is usually the first thing a buyer sees when browsing through listings, but many sellers create vague titles that don’t really describe the item. Make a point to use every available character space when creating an item title, and use as many descriptive keywords as possible. Think about how your buyer would search for the item and be as specific as possible. Also remember that buyers don’t normally use punctuation, hyphens or asterisks when searching for an item, so you shouldn’t either. Consider these a waste of valuable space and concentrate on using descriptive words instead.
Item Description. On Amazon all listings look fairly similar and everything is for the most part uniform. As you switch from listing to listing you immediately know the price of the item. You know the item is in stock and you know when you can expect it to be shipped. The problem sometimes comes in when people get a little carried away with the description. Here are some rules of thumb:
- The description should not be in all CAPS. Not only does this imply that you’re screaming at your buyer, it also can be very hard to read.
- Don’t get carried away and try to appeal to everyone as this can cause the description to be too wordy. Keep descriptions to about 200 words when possible.
- If you use a bullet list, put the most important points at the top. The item details are more important than a description of how it can be used.
Pictures. Amazon has fairly strict guidelines for photos, but if you start randomly looking at different items on the website, you will still see some truly bad photography. Check your photos after you load them, and make sure:
- The item is in focus. Since buyers can’t physically touch the item they want to buy, they must rely on the photos you post to see the details. Make sure the item is in focus and provides enough detail.
- Use a white background. Some people still post photos of items with colored backgrounds and if even though they haven’t been caught yet, it’s just a matter of time before they get a warning from Amazon that they aren’t in compliance.
- Try to get at least three photos of your item. You should have a standard image, a closeup image, and the backside, inside, or underside of the item. This is what sells the item and is actually the most important part of the entire listing process. If you’re not familiar with Amazon’s photo requirements, you can read more about them here.
This guest post was contributed by Kat Simpson. Kat is a trusted eCommerce author, speaker, educator, and entrepreneur. Kat Simpson has been a successful eCommerce merchant for over 10 years; is an eBay Education Specialist and Gold Level PowerSeller, as well as a successful Amazon merchant. Currently Kat is the hosts the popular weekly eCommerce Podcast That Kat Radio and an active Facebook Group ThatKat.