UPDATED 10/2019 - Amazon Mobile Optimization for Product Listings should be the standard by which you base the creation of your listings. An Amazon product listing is not optimized for Amazon Mobile Shoppers by default.
The visual presentation is different from a desktop to a mobile device and different from device to device. Optimizing for mobile requires a specific strategy and understanding of layout and presentation changes that occur.
Your product ranking and ultimately, your sales on Amazon depend on your ability to optimize to be found and to optimize to convert. Now more than ever, your ability to optimize to convert on mobile is necessary.
If you have not yet begun to seriously create all of your listings from a MOBILE-FIRST priority, why are you waiting? The shift to mobile dominance started long ago.
As you will see shortly, failing to optimize for mobile-first has consequences. Those consequences equal lost conversions, which for eCommerce sellers, means sales.
NEWS FLASH: 80% of Shoppers ARE Using A Mobile Phone To Browse Your Products. MOBILE LISTING OPTIMIZATION IS YOUR RESPONSIBILITY.
On Prime Day, Amazon app usage traditionally spikes. That alone should be all the motivation needed to change your strategy. Every day you do not focus on mobile optimization is just another day of forfeiting some sales to the person that is.
Optimizing your product listings to improve the buying experience which leads to sales and buyer satisfaction, increasing the chance of receiving a positive review. If the majority of buyers are finding you via mobile, you need to be optimized for mobile. If you haven't considered mobile or checked to view your listings on different mobile devices, now is a great time to start.
Optimizing for mobile means optimizing the user experience, and the ease of which your audience interprets your message. Always optimize for humans first, for your audience and their conversion. You can always pay for traffic or to be found. If your content cannot connect with and motivate your audience, all the traffic in the world will not change that.
If you fine-tune your content and message to turn your visitor into a highly motivated and excited user, it will take far less traffic and less effort to generate sales & achieve great results. Sales and conversions will increase as well.
Optimizing for mobile is not difficult, it starts with awareness and the understanding of how the listing layout and buyer-flow are affected. This article will:
Take advantage of the easy opportunity to improve conversion rates by ensuring that you have a listing optimized for mobile users.
PRO TIP: Amazon retired EBC in August of 2019 replacing it with the A+ content program formerly only available to vendors. It contains features that gave vendors a competitive advantage over 3p sellers such as additional keyword real estate on the backend of the images used in the A+ content. A comparison slider is also available. Using A+ retains the description in the listing after the A+ shows which is a huge advantage as well as other options. If you currently have EBC, consider upgrading the content to A+ to take advantage if these additional features.
As you can see, most of the items above are things that you are already doing. They only require subtle changes, but you must understand the Amazon Mobile Default Layout and how the items change display. First though, listed below are some recent statistics that you should be aware of.
There are far more mobile devices in use worldwide than the total number of adults on the planet. The second and third statistics matter the most. Over 80% of users start their browsing journey on mobile but over 67% complete the purchase on a desktop. That means you must optimize to be found on mobile to increase your chances of being the focus of the final conversion on the desktop.
With statistics as high as the numbers listed above and year over year increases what they are, why isn't mobile optimization a standout KPI for sellers?
Why do sellers not give this the attention necessary? Those that do are winning the conversion battle.
Amazons' standard changes for mobile layout are as follows.
When you first click into a mobile listing, this is how it should present itself, requiring yet another click on an element to see the full text.
After extensive verification and device testing, we found this to be different from device to device even on the same listing. Sometimes three bullets, sometimes five bullets are displayed.
Please don't fool yourself into assuming that because it appears one way on your device that it seems that way on all devices. It does not! If you do not accommodate for the chance that all a potential buyer will see is the Amazon standard, then you will miss out on at least those potential sales.
Mobile presentation layouts give the buyer multiple CTA's to leave the page before getting to the most substantial part of the listing, the description, and bullets. This makes the quality of your images all the more critical.
The listing example above contains three plain images. There is nothing to entice the buyer to stay on the listing and read the description. If this listing had 2 to 4 more pictures with each image calling out and showing a specific benefit, it would help keep them involved and interested with your product.
Amazon measures time on page as a relevance indicator. Please give them a reason to stay on the page and want more information. In the main listing display, thumbnails have disappeared. We must rely on the potential buyers' knowledge of the need to swipe to see additional images.
You are not going to have every different device to see how your listings will look. In your browser is a tool to emulate the different devices quickly right on your screen.
In Chrome, right-click anywhere on the screen and choose Inspect. This opens the Chrome Developer Tools window. Locate the icons pictured below and click it. You will see your screen transform into a mobile phone emulator.
Be sure first to refresh your screen, so the contents resize. You can change device types and mode right above the emulator. Firefox works the same way, right-click anywhere on the screen and choose Inspect element. Locate the icon as pictured below and click it. It provides the same features as Chrome.
Before we even get into the listing, we need to discuss the importance of the search results and how you can impact them. We will discuss images in-depth further along in the article, but we must briefly address them here.
Amazon suggests a minimum image size of 1000 x 1000 pixels to enable the zoom feature. We choose rectangle, not square, specifically portrait with a minimum shortest length of 1200 px. Our minimum image size would be 1200 x 1800 px, but we usually go with 2000 x 3000 px.
Over 80% of your buyers browse first on Mobile, yet 67% finish the purchase on desktop. If you cannot stand out on mobile, the chances of you getting the sale on the desktop are slim. The name of the game here is brand awareness. You cannot miss any opportunity to get your product in front of a potential buyer.
Look at this image of some search results. The middle picture is the standard square photo. Notice the amount of space below the image? The bottom is the primary image shot in a landscape view — a lot of wasted space.
The top image makes the best use of the available space as we will demonstrate in the image section of this article. You only get one chance for a first impression. Why limit yourself by interpreting Amazon TOS to say you cannot do something when it doesn't?
Based on Amazons' truncated standards for Mobile, you should start all listings to put your absolute best in an 80 character title, 200 characters of description, and three bullets.
Look at one of your existing listings right now. Extract the first 80 characters of the title, 200 characters of the description and the first three bullets and ask yourself, seriously will that convert a buyer?
This is Amazons' Default Mobile Layout. Once a user clicks into your listing, that is what they will see.
If that is all someone can see of your listing without digging deeper, will that motivate them to click? Your survival may be tied to your ability to ensure that answer is yes! You may not care, but if your competitor does, you may be in for a market-share loss.
The most natural solution is A+ Content. It turns an ordinarily drab listing into what could be incredible marketing content. Lets' assume though that you cannot get A+. How would/will you change your listing strategy?
If you do not have A+, you need to be thinking about this. Our approach is to craft our listing using only the 80/200/3. Making sure that our 'must haves' along with a strong call to action fit within those parameters. Once we are satisfied with that listing, then we finish with the remainder of the title, bullets and description. You have to give it your best shot or else you cannot compete.
PRO TIP: Product Differentiation will be your key to possibly achieving success on Amazon. How you get that difference across to your potential buyer is on you. Your ability to express your USP along with satisfying their desires and triggering their emotions to get them to buy is what separates sellers apart and builds substantial businesses.
There is no second chance for a first impression! You either catch their attention and receive the click, or you don't. Your title needs to state what the listing offers clearly. Amazon has additional rules for variations and bundles. Recently Amazon updated title requirements for all products. Listings found that do not follow these requirements run the risk of being suppressed.
The standard for mobile listings is 80 characters. While you may be able to have 200 characters in your title, assume that you only get 80 and optimize your title, so the most critical information is in the first 80 characters. Your title must motivate the click within the first 80 characters to ensure that it is valid on any viewing device.
Brand + Keyword - Benefit + Feature + Keyword + Keyword
Keyword + Feature - Keyword + Keyword + Keyword
Brand + Keyword - Benefit + Keyword + Benefit + Keyword + Benefit
Images require the least amount of change but are the most important part of any listing. They are a central focus of our efforts since to create positive experiences by presenting visuals that feature our products superior qualities and messaging that triggers an emotional response and gets the buy button pressed.
We have found that a small shift in how we take all pictures make them appear much better on all mobile devices enhancing the user experience. As shown above, in the search results sample, using an image displayed as a portrait instead of a square is a better use of the real estate available on a mobile device. That placement in the search results determines whether on not they even see your listing detail.
You have one chance at a first impression, your title and main image need every advantage possible. Additionally, the portrait display does not impact the appearance via desktop. Amazon suggests using a square image which will work, but it is not ideal if your goal is to make an impact on a potential buyer.
We transitioned all of our imagery from square to a portrait view several years ago. As a result, our products take up more of the available real estate on a screen. We can make better use of text on images with text. Amazon suggests square images with a 1: ratio. We use taller images with a 2:3 or 4:5 ratio. While Amazon would suggest 2000px by 2000px, we would us a minimum of 2000 by 2500 (4:5) or 2000 by 3000 (2:3).
Considering the small nature of a mobile device, we feel the portrait display has the most impact without deterring from any view on the desktop. However, as shown below, proper planning is key to ensuring that layout cohesiveness and a smooth flow is achieved. Your objective with the layout is to make the listing flow and be easy on the eyes. That means doing what you cannot make the user struggle to read the text or identify an image because you did not lay out the listing right.
Consider the 360 image of the wrench and the video. Both were shot in landscape view and presented in what otherwise is a square or portrait flow. The look minimizes the effect and benefits.
They both look a million times better when viewed with the phone turned sideways. Unfortunately, the video then breaks the A+ format it is inside of.
The tool image is wrapped by portrait images that now would not display as intended. Some sellers could care less that the buyer has to fidget with their phone for the best viewing angle. Our position is that we do not inconvenience our buyers to convenience ourselves.
Proper planning upfront will make it a non-issue before the listing ever goes live.
A+ Content (formerly Enhanced Brand Content) is a feature only available to sellers who are Brand Registered. A+ allows the seller to present an additional graphical presentation to their products that we feel can be a game-changer if done from a mobile-first perspective. Once on the listing, it requires no further clicking for the viewer to see the full features.
A+ doesn't replace the standard text description the way EBC did. You description still shows but after the A+. A+ Content has enhanced imagery and design features, which better differentiate a brand, driving brand recognition and engagement from new and returning buyers alike.
The game-changing advantage of A+ is that it displays exceptionally well on mobile, transforming it from the traditional amazon listing into one that showcases your brand and products if done right.
A+ is modular meaning it is made up of blocks that go together to form the entire feature. A+ contains hero images with text and the option to add additional full-width header images or smaller skinnier, stack-able modules that go together.
In general, the full-width hero images do not look good Mobile being reduced in size to the point of being ineffective. Amazon suggests, and most sellers follow by adding significant text to the mages themselves. These do not resize well at all and tend to look terrible.
All of the standard EBC templates provided by Amazon are now gone and have been replaced with A+ modular content blocks. New modules were added and adding images and content to them is now mandatory. Adding a logo is now mandatory. Also new are the product Description Text Module and the Standard Text Module adding the ability to make your A+ more informative.
You only get 5 modules, so you must use your space wisely. Do not embed text in an image unless the text is big and easy to read when the image is scaled for mobile. Make sure your regular text in formatted in short paragraphs or bullets, sized well for mobile with plenty of white space around it, making it easier to read and more natural.
Be careful with the full width modules as they do not always scale well on mobile depending on what you put into it. Notice the image below, those are all full width images scaled for mobile. The best is the bottom on as it is big with no text and is easy to see. the middle image scaled terribly and the text is very difficult to read. The top image represents a great example of clear text that makes an impact. It is big and easy to read scaled down.
An alternative option is to utilize the square modular aspects of A+ because they stack and look incredible on Mobile. That means choosing the modules that are not full width either 3 or four columns which stack very well on mobile.
If, for some reason, you were undecided on the importance of Brand Registry, a requirement to use A+ content, let this be your deciding factor. The amount of sales that having A+ will affect is immeasurable because of the game changer that it is on mobile devices.
Please share this post with someone who can benefit from these optimizations.
On Mobile, the description appears before the bullets, and only the first 200 characters shown. It is imperative that you craft your descriptions with this knowledge as a basis for the design. Many sellers put minimal effort into the description. If you do not have A+, the strength of your description will be critical to your success. Prioritize your description layout wisely. Include a call to action just before the 200 character mark.
We take a different approach to listings. Sellers have a habit of selling features because they do not take the time to learn about their audience and what might motivate the sale. Potential buyers have a reasonably good idea of the features that they seek. Packing them into your bullets accomplishes nothing unless you have a feature that sets your items apart.
If you are unsure what to include for your description, start with the template below by listing:
From these lists, we position ourselves as the obvious choice by focusing on what sets us apart. We build up the things that they like. We solve the issues that they do not like, and we ensure that enough details are included to answer the main questions. Depending on the product and brand, we may tell the brand story and give buyers something to get behind.
It is essential that you break up your description into short easy to read paragraphs using the simple HTML that Amazon allows.
Since you only get 3 bullets displaying as standard, you need to prioritize them, putting what is most important to your audience in the first three bullets. Amazon has an extensive list of what it feels should be included in the bullets for different categories in SellerCentral. It is best to include a call to action in bullet number 3 as well.
Studying the reviews and questions asked on your listing, and your competitor's listings is a simple method to find out what is important to your audience in their own words. Do not ignore comparable listings on other marketplaces. You never know what you may find. Reword the resulting benefit to include your keywords. Solve their pain points!
Far too often, we see listings with a novel for the five bullets. Sellers don't understand, nor do they take a moment to consider tendencies of society today. People do not read, they scan. Heat map studies and other studies show that a users eye moves back and forth across the title and then down the left side looking for something short, simple, and enticing. If you do not start your bullets with an enticing emotional motivator and it looks like a novel, chances are they are already clicking out of your listing.
People buy based on emotional response. They justify their purchase based on features. Your job is to identify and trigger the emotional response needed to get their finger on that buy button. People typically don't read; they scan. They are looking for something easy to ingest and enticing.
Grab your potential buyer by the emotions and make them think 'wow, look at this.' Then give them a bullet that solves the biggest complaint from your competitors' reviews making them think 'Look at this. It does.... which those others do not'. Then give them a clear call to action, making them think 'I like this. It has just what I need. I need to get this. I need this now' They push the buy button before even thinking about scrolling to see the reviews.
This is the section that Amazon specifically sets apart for Technical Information and Additional Information and is the perfect way to showcase features in a quick, one at a time list fashion. You do not get to explain any features; you state what they are under the correct heading.
Those that sell complicated, technical items know of these fields as they are required. This section also aids Amazon in further classifying your product. Open up the detail of any of your listings within Sellercentral and click the final tab. Is it blank?
This is where you add the technical information for your products, technical being Amazons' word for specific features. Tests have shown this aids in assisting Amazon with determining relevance.
If you have a specific feature that sets you apart from your competitors, make sure it is added here also. The available fields vary by category but this is an area that most sellers do not populate. Those that do understand the benefits of better classification.
At the product listing level, videos display like images. In terms of mobile, the buyers' knowledge of swiping to see additional photos is critical.
Amazon Video Shorts are best thought of as infomercials. They can be generic and apply to classes of products, or they can be product-specific and used to drive additional traffic to a listing. Video shorts are a great way to show unboxing or instructional videos.
Each video refers to a specific asin in the name. I'd recommend also sharing these videos on social sites, Instagram, Google+, etc... for additional traffic driven right to the video URL.
Amazon Mobile Listing Optimization will fine-tune the relevance of your existing listing. This leads to better search results & additional clicks, allowing you to increase conversions and sales. Ultimately this should increase buyer completion and satisfaction. Incorporate this into your listing planning today.
If you truly understand your audience, their motivation for needing your product, and how to communicate the right message, then fine-tuning your listing for relevance will only add to the success of the listing overall.
What should you do now? First, hopefully, you soon realize the importance of Quality over Quantity and that pinpoint relevance is a must. The actual available real estate to get your message across just got much smaller.
Overlooking the Amazon Mobile standard of 80/200/3 is giving a gift to the seller that focuses on it. Don't be that person. Remember though; you are still indexed for the full amount of bullets etc. If you think you can ignore the importance and implications, go right ahead. Those sellers that optimize for Mobile say thank you very much; you make their job easier.
Amazon Mobile Optimization For A Powerful Relevance Boost is the newest release in a series about Dominating Amazon Product Listings. This post will guide you through the changes necessary to ensure your product listings are optimized for mobile viewing.
Topics already addressed include the different Business Models Available, Amazon Product Ranking, Amazon Launch List, & creating Product Listing Bundles. Additional posts covering competitive analysis, keyword & listing optimization, copy-writing, audience targeting and more will follow.
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