How to Optimize Your Amazon Content

Optimizing your Amazon content is an intentional strategy that can have a direct impact on your product’s organic search ranking.

Unfortunately, there are many misconceptions about the Amazon SERP and how it works. The Amazon search algorithm is somewhat of a black box and sellers are still learning what factors drive the Amazon SERP and how each can impact it.

What we’re aiming to do is share some of our most recent findings from our testing and from what we know to be true on how Amazon products rank.

In the following blog series, we will dissect each component of a successful product content submission strategy. From titles to images and descriptions, we will showcase the best SEO practices, resources, as well as how to avoid common errors.

Note: Check back as we continue to build out the series below:

Amazon SEO & Product Content Series:

 

Similar to Google’s search algorithm, Amazon has it’s own infrastructure that determines where your product will rank. The best way to think about Amazon’s search ranking is to envision yourself as the shopper.

When shoppers are searching for a pair of “black leather boots”, it’s likely they will type their query in the Amazon search bar rather than filter through the categories section. Keywords are then matched against the content marketers have entered for their product.

Because “search” is the way most shoppers look for products, it is important to develop product titles, descriptions and images with all the necessary product field optimizations to stand out and rank against competitors.

Other factors such as price, availability, selection and sales history will also help determine where a product will appear in the search results. Typically, products with higher sales will be placed higher up on the Amazon ranking search list. The more sales, the better chances of higher ranking.

In part three of this series we will take a closer look at Amazon product images.

The Impact of Amazon Product Images:

Every product on Amazon needs one or more product image. The primary image of your item is called the “MAIN”.

The MAIN image represents an item in search results and browse pages, and this is the first image customers see on an item’s detail page (see below).

amazon product image

According to Amazon, advertisers should choose images that are clear, easy to understand, information-rich, and attractively presented. Images must accurately represent the product and show only the product that’s for sale, with minimal or no propping. 

david-cooley“Amazon has the right to remove images that do not meet their image standards. It is the seller’s responsibility to ensure that they have all necessary rights for the images submitted,” David Cooley, Manager, Marketplace Channels at CPC Strategy said.

How to Add Amazon Product Images?

You can provide one main product image and up to eight alternate image views (depending on your category) for your product listings on Amazon. You can add an image either when you create a product page or after the page is already created.

Pro-Tip: It can take up to 24 hours after adding an image for it to appear on the website.

amazon product images

To add an image to an existing listing:

  1. On the Inventory tab, select Manage Inventory.
  2. Click the Edit button on the far right of the listing you want to edit.
  3. Select Manage Images from the drop-down menu.
  4. In the next window, click Browse File for the first empty image area.
  5. Select an image from your computer and click Open.
  6. Click Upload images to add your image to the listing.

To add an image to a new listing:

  1. In Manage Inventory, click Add a product, located near the Search box.
  2. For images, click Add Images.
  3. In the pop-up window, click Browse File for the first empty image area.
    The Main image is labeled in the top left corner.
  4. Select an image from your computer and click Open.
    The image path appears below the Browse File button for that image space.
  5. Click Upload images to add your image to the listing.

 

Amazon Product Image Standards

    • Accurately Represent the Product: Images must accurately represent the product and show only the product that is for sale, with minimal or no propping.

 

    • White Background: Main images must have a pure white background (pure white blends in with the Amazon search and item detail pages. For additional images – white background is recommended but not required.

 

amazon product images

  • No Illustrations: Main images must show the actual product (not a graphic or illustration).

3

  • No Accessories: Images must NOT show excluded accessories, props that may confuse the customer.

amazon product images

    • Exclude Text: Text that is not part of the product, including but not limited to or logos/watermarks/inset images are not permitted.

 

amazon product images

  • The product must fill 85% or more of the image & images should be 1,000 pixels or larger in either height or width. This minimum size requirement enables zoom function on the website. Zoom has proven to enhance sales. The smallest your file can be is 500 pixels on the longest side. Consistently sized images are strongly recommended.

amazon product images

    • Amazon accepts JPEG (.jpg), TIFF (.tif), or GIF (.gif) file formats (JPEG is preferred).

 

  • Product must not be on a mannequin or pictured in packaging.

amazon product images

    • Product must have good depth of field meaning the image is completely in focus.

 

    • Product must be clearly visible in the image (e.g., if on a model, s/he should not be sitting).

 

  • Image must not contain nudity.

 

Aggregate Amazon Product Images

Amazon content is not always based on just one seller that submits content. Amazon aggregates relevant product information across sellers who are selling the same Amazon item (as identified by ASIN or UPC).

Amazon compiles all the submissions into consideration and creates the best title or bullet points – but there is no guarantee the title you type in the back-end is going to be exactly the same public facing.amazon product images

“Images, much like product titles are also aggregated. In our experience, if a vendor and a third party are both selling the same item, Amazon will typically pull images from the vendor side,” Jordan Gisch, Marketplace Channel Analyst at CPC Strategy said.

“If there is no vendor present, then the images from the third party that is brand registered will outweigh the other sellers. Of course, like many components within Amazon’s algorithm, there is room for some variation but this what we’ve historically seen among our clients.”

Amazon Brand Registry is a critical component for manufacturers on Amazon.com who want to gain better control over their product listings.

The goal of the Amazon Brand Registry is to make it easier for sellers to manage their own brands and product listings on Amazon. To learn more about how to Amazon Brand Registry can help you – visit our recent blog post here.

Additional Resources:

How to Improve Your Amazon Ranking with Title Optimization

How to Optimize Your Amazon SEO & Product Content

What is Amazon A+ Content?

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