On September 27th, Andrew Maff sat down with Jordan Turley of Nozani to talk about optimizing Amazon listings for Q4. These slides are from a webinar where we dove deep into every aspect of Amazon listings. From titles to bullet points and from Enhanced Brand Content to imagery. We touched on every aspect we could think of to show the current standards of Amazon listing optimizations. Check out the slides attached here and feel free to reach out if you have any questions! SUBSCRIBE to our YouTube channel to see all of our other webinars! SUBSCRIBE HERE: http://bit.ly/SellersChoice-YT

1. Q4 PREP WEBINAR
SERIES
AN INSIDE LOOK AT HOW
HIGH-VOLUME SELLERS
OPTIMIZE THEIR AMAZON LISTINGS
#Q4AmazonListings

2. TODAY’S PRESENTERS
ABOUT ANDREW MAFF
● Director of Marketing and
Operations at Seller’s Choice
● Over a decade in e-commerce
marketing
● Helped many sellers scale to well
over 8-figures
● Digital strategy expert
● Married & loves a good glass of
whiskey (no relation)
ABOUT JORDAN TURLEY
● Director of Marketing at Nozani
● Has helped several brands scale
Amazon to 7+ figures
● Current Amazon seller that “talks
the talk” AND “walks the walk”
● Marketplace strategy expert
● Married, father of two, soccer fan &
closet musician
#Q4AmazonListings

3. STICK AROUND FOR….
Q&A
+
FREE STUFF
#Q4AmazonListings

4. YOU’RE IN THE RIGHT PLACE IF YOU’RE...
Ready to improve the conversion rate of your listings
Looking to “Get to Page 1”
Curious about how to structure your listing’s variations
Interested in seeing how the big sellers do it
Just flat-out awesome!
#Q4AmazonListings

5. LET’S OPTIMIZE YOUR
AMAZON LISTINGS!
#Q4AmazonListings

6. WHAT WE’LL COVER
#Q4AmazonListings
Structure
Keyword Research
Titles
Bullet Points
Product Descriptions
Backend Information
Imagery
Enhanced Brand/A+ Content

7. STRUCTURE - DOs
#Q4AmazonListings
VARIATIONS
ARE KEY!
Optimize on the
child level

8. STRUCTURE - DON’Ts
#Q4AmazonListings
IT’S NOT A
REAL ESTATE
GAME!

9. KEYWORD RESEARCH - DOs
#Q4AmazonListings
Use Search Term Report (if available)
Use Suggestion Expander
Check for volume in Merchant Words
Check for revenue of top products
Combine all of the data

10. KEYWORD RESEARCH - DON’Ts
#Q4AmazonListings
Bother with plural or hyphens
Skip making sure they shouldn’t be negative
Skip making sure they are relevant
Skip on longtail
Stress over being on “Page 1”
X
X
X
EXAMPLE:
Target: Shark Vacuum
Keyword: Shark
Possible Result: Shark Toy
X
X

11. TITLE - DOs
#Q4AmazonListings
Keep it simple
Focus on first 50 characters
Use adjectives
Keep it MAIN keyword friendly
Write for the consumer

12. TITLE - DOs (CONTINUED)
#Q4AmazonListings
“Loud Stereo Sound”
“Rich Bass”
“Perfect for…”

13. TITLE - DON’Ts
#Q4AmazonListings
Keyword stuff
Make it too long
Have your brand name first***
Write for the algorithm
X
X
X
X
EXAMPLE:
Craig’s Business Bright Red
Shirt, Cotton, Slim Fit, Dragon
Image, Great For Long Walks
on The Beach, Outdoors, Parks,
Camping, Goes Well With
Pants, Fits Humans and Some
Dogs

14. BULLET POINT - DOs
#Q4AmazonListings
Include the most relevant keywords
Use short, readable phrases and fragments
Limit the length to two lines (~200 characters max)
Address the most important features & benefits
Clearly explain exactly what comes in the box
E.g.: the number of items, batteries, assembly instructions,
mounting materials, etc.

15. BULLET POINT - DON’Ts
#Q4AmazonListings
Use complete sentences
WRITE IN ALL CAPS (it’s like screaming at everyone)
Include emojis, symbols, or special characters
Keyword stuff
Mention any warranty or guarantee information
X
X
X
X
X

16. PRODUCT DESCRIPTION - DOs
#Q4AmazonListings
Consumer-centric and
informative
Bullet points = more readable
Addresses all important product
features & benefits
Simple and straight to the point
STILL INDEXED
WITH EBC!

17. PRODUCT DESCRIPTION - DON’Ts
#Q4AmazonListings
Have a ton of copy in one paragraph
Have information or links directed to your website or other products
Keyword stuff
Over-do the HTML (against TOS, but not enforced)
Have one line of copy
X
X
X
X
X

18. BACKEND INFORMATION -DOs
#Q4AmazonListings
Platinum keywords are only for
Platinum sellers, fill them to be safe
Fill out as much info.
that you have available
The additional info.
helps the customer

19. BACKEND INFORMATION -DON’Ts
#Q4AmazonListings
Reuse keywords
Skip any information you have
Forget to check it went through
Use more than 250 characters
Use any punctuation to separate search terms
X
X
X
X
X

20. IMAGERY - DOs
#Q4AmazonListings
HIGH DEFINITION LIFESTYLE IMAGES CALLOUTS INFOGRAPHICS
MOBILE-FRIENDLY VIDEO!
FIRST IMAGE MUST BE BLANK (MAKE
PRODUCT AS BIG AS POSSIBLE)
BRAND ALL OTHER IMAGES

21. IMAGERY - DOs (CONTINUED)
#Q4AmazonListings
Infographics are the new bullet
points
Show your target customer(s) in
your lifestyle images

22. IMAGERY - DON’Ts
#Q4AmazonListings
Have a ton of copy
Have information directed to your website, phone or email
Have small or low definition images
Have poor grammar
Have limited images
X
X
X
X
X

23. THE TINDER TEST
#Q4AmazonListings
If your product was on Tinder, would you
swipe right based off the main image alone?
❌ ✅

24. ENHANCED BRAND/A+ CONTENT - DOs
#Q4AmazonListings
CUSTOMERS
RARELY READ
CONTENT!
GET VISUAL
AND USE
LIFESTYLE SHOTS!

25. ENHANCED BRAND/A+ CONTENT - DOs (CONT.)
#Q4AmazonListings
TELL YOUR
BRAND STORY
DESIGN WITH
MOBILE IN MIND
EDUCATE AND
SHOW DESIRED
RESULT
VALUE
PROPOSITION

26. #Q4AmazonListings
ENHANCED BRAND/A+ CONTENT - DON’Ts
Have a ton of copy
Have information directed to your website or other products
Have poor quality imagery
Have poor grammar
Have random stock photos
X
X
X
X
X

27. READY TO
OPTIMIZE YOUR
AMAZON LISTINGS FOR Q4?!
#Q4AmazonListings

28. Q&A
DOWNLOAD!
OPTIMIZED AMAZON LISTINGS
TO INCREASE CONVERSIONS
AND WIN!
bit.ly/ListingEbook
30-Min. Listing Teardown
SellersChoice.agency/Giveaway
(Password: amazonlistings)
@AndrewMaff
#Q4AmazonListings
Free Listing Analysis
Find out why you’re losing customers
and how you can increase sales.
amazon.nozani.com

29. THANKS FOR
ATTENDING
OUR WEBINAR!
#Q4AmazonListings