Amazon Conversion Rates: Boosting Your Organic Sales in 2020

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It’s no secret that Amazon is very competitive. With over 350 million products on Amazon’s website, sellers have to find ways to stand out from the competition. One way to catch a customer’s eye is by advertising your products, but regardless of how you get customers to your product page, there’s no substitute for optimized product listings.

This week, we sat down with Jeff Liber from TurnKey to find out the best way to improve your product listings and boost your conversion rates.

Why Listing Optimization Matters

When looking at ranking your products organically, you have to understand how Amazon decides which products are shown in the top spots for a given search term.

Amazon’s new A10 algorithm ranks products on a variety of factors, but one of the most important is conversion rate. If you have a product that converts highly, Amazon is incentivized to promote that product because it results in more commission.

Organic sales are the holy grail of Amazon. Why? Because you make more money from organic sales. Pretty simple. However, you can’t reach the top spots, or even the first page, of an Amazon SERP (Search engine results page) with a low conversion rate.

The Importance of Listings When Using Amazon PPC

If you’ve got your sights set a little lower and you’re paying to get your products to the top of a SERP, then listing optimization is still crucial to success.

You can be the greatest Amazon PPC guru to have ever lived, and if your product listing stinks your performance will still be lackluster.

Perfecting Your Amazon Product Listings

First off, get on Amazon’s Brand Registry. It’s around $500, but it’s well worth it to protect your brand and open up new opportunities.

Product Video

One thing that is missing from many listings is a high-quality video. Many sellers don’t even know that videos can be added to their product listings!

There are many advantages to adding videos. First, videos can be put in multiple places on a listing. This customization and differentiation boosts conversion rate. Second, videos are becoming more prevalent for Amazon PPC. This is most prevalent for Sponsored Brand ads.

From Jeff’s experience, he took a video that cost him $3,500 and was able to use it to generate over $1 million in revenue from a single product.

product listings amazon advertising ppc

Keyword and Image Optimization

We’ve talked a lot about keywords in product listings, but one important point to reiterate is that keyword stuffing will kill your rank. Amazon’s algorithm is smart, and just because the product title is where the “most relevant” keywords are found doesn’t mean you should try to fit unnecessary keywords into your title. 

When it comes to images, get creative. There are specialists out there who produce infographics and Amazon-specific product photos. If you aren’t creatively inclined, you should definitely look into these options because images are so important. 

With A+ Content, strong visuals are a must. Adding infographics and lifestyle images are incredibly important when trying to maximize conversion rate.

product listings amazon advertising ppc

Notice how this image conveys much more than just the nitty gritty details of the product. It shows the advantages of the product and how it can fit into your life. Subconsciously, users will hopefully see themselves as the person using the product.

In the same way, text overlays and infographics are incredibly effective at conveying the unique aspects or advantages of your product. When looking at what draws someone’s attention on Amazon, potential customers are much more likely to look at your images rather than your bulleted text.

Testing Your Product Listings and Prices

We’ve outlined a lot of potential changes to your product listings. However, without testing the impact of these changes, you’re just shooting in the dark. Along with testing the changes to your product listings, you should also test out your price point.

Oftentimes, there isn’t a huge difference in conversion rate between a product selling for $18.50 and $19.99. While your conversion rate may dip a small amount, the increase you see in revenue may outweigh that drop in conversion rate.

When asking clients when they last changed their prices, the answer is usually never. This is shocking, but it shows a tremendous opportunity for improvement. To keep it simple, tweak the price of your product and see what happens. If worst comes to worst, you can always go back to your original price point.

Key Takeaways

If there’s one area where all Amazon sellers can improve, it’s product listings. Whether you’re primarily focusing on PPC or organic sales, having an optimized product listing is the best way to boost your conversion rate.

Utilizing videos, high-quality images, and relevant keywords can make all the difference. If you want to make a quick change after reading this blog, try increasing your price and see what kind of effect it has on your conversion rate and revenue. Keep in mind that with all of these changes, whether it’s your listings or your price point, you should be testing!


Discover Us on our PPC Den Podcast

If you enjoy supplementing your long reads with audio, we cover this topic on our podcast as well. 

Listen to it in the episode below or find us on your favorite streaming platform, like Apple, Google, Spotify, and more!

  • 1:10 Intro
  • 7:15 Why listing optimization matters
  • 12:15 Product listing checklist
  • 20:20 Product listings and keywords
  • 23:04 Images for listings
  • 30:00 Product listings on mobile devices
  • 32:20 Testing your listings and prices
  • 38:20 Closing thoughts
  1. Seven Habits of Highly Effective Amazon PPC-ers
  2. Ad Badger and ZonGuru: Boost Your SEO with High Value Keywords
  3. Answered Prayers: Negative ASIN Targeting Comes to Auto Campaigns
  4. Much Ado About Budgets
  5. How to Get Over 100% Conversion Rates on Sponsored Display Ads
  6. New Launch Strategy for New Products: Skip the Auto?
  7. Amazon PPC Data Trends to Shape Your 2020 Strategy
  8. How Does Amazon PPC Work With Misspellings?
  9. Following Amazon’s Suggestions? The Mysterious “Suggested Bid”
  10. Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 2)
  11. Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 1)
  12. When You Should DIY Your PPC (and When You Shouldn’t)
  13. An Introduction to Targeting Options on the Amazon DSP
  14. Optimizing on a Hunch
  15. 5 Things You Don’t Know About Product Targeting
  16. Amazon PPC Stats During COVID-19| April 2020
  17. Sponsored Brand Ads Update: Now You Can Edit Creatives
  18. Amazon PPC Stats During COVID-19
  19. Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
  20. Taking Your Amazon Products & Campaigns Global: A Primer
  21. Best Practices for Selling on Amazon During COVID-19
  22. Principles and Mindset for Amazon Marketers During Coronavirus
  23. Coronavirus (Covid-19) and Your Amazon PPC Campaigns
  24. Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
  25. Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
  26. Grow Your Amazon Campaigns with Demographics Data
  27. What Consumer Behavior Says About You: Amazon Brand Analytics
  28. How to Raise Lifetime Value with Market Basket Report
  29. Search Frequency Rank: How to Identify Most Important Keywords
  30. Long Tail Search Terms: Amazon PPC Silent Killer
  31. 7 Tips to Get More Clicks on Amazon Ads
  32. LIVE Amazon PPC Campaign Audit
  33. Amazon PPC Keyword Research in 2020: RPSB Revisited
  34. Our Top Predictions for Amazon PPC in 2020
  35. 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
  36. The PPC Tasks We Put on Our Project Management Tools
  37. A Data- Oriented Approach to Advertising in December 
  38. The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
  39. What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
  40. Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
  41. Amazon PPC Campaign Structure: 6 Layers of Complexity
  42. Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
  43. Make Your Best Keywords Better with Single Keyword Campaigns
  44. 6 Levels of Amazon PPC Mastery
  45. How to Advertise Commodity and Unique Products with Lukas Matthews
  46. Amazon SEO – Bridging the Gap with PPC
  47. Amazon’s New Sponsored Display Ads (Beta)
  48. Listener Q&A: Optimizing Placement Settings
  49. The Problem With Optimizing Low-Converting Products (And How to Solve It)
  50. 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
  51. What to Expect From 30 Days of Running Amazon Ads
  52.  Should You Segment Your Branded Keywords in Amazon Ads?
  53. Promoting your Products with Amazon Coupons
  54. Three Effective Ways to Optimize Amazon PPC Bids
  55. 4 Things Amazon Does Better than Google and Facebook
  56. Amazon DSP with Kiri Masters
  57. Increase Conversion Rates for Sponsored Brand Ads
  58. Clickfraud, Who to Hire, and More Common Amazon PPC Questions
  59. A Data-Driven Approach to Prime Day PPC
  60. Improving Your Account With Amazon Reports
  61. The Complete Guide to Self-Auditing Your Campaigns
  62. A Round-Table Discussion About Placement Settings
  63. My 5 Predictions for the Future of Amazon PPC
  64. The Importance of Indexation for Amazon PPC
  65. Click Through Rate (CTR) Rundown
  66. An Introduction To Bulk File Operations
  67. The Latest Sponsored Brand Ad Updates
  68. Defining Your PPC Goals & Setting ACOS Targets
  69. Making Sense of New to Brand Metrics
  70. Should You Bid on Competitors’ Branded Keywords
  71. Our Gripes About Amazon Sponsored Brand Ads
  72. Amazon Advertising Launch Strategy for New Products
  73. The Ultimate Amazon PPC Roadmap
  74. How to Scale Using PPC – A Case Study
  75. The Star-Crossed Lovers (Organic & Paid Traffic)
  76. Cranking Up Conversion Rates
  77. All Things Negative Keywords
  78. The Dreaded Amazon Data Reporting Delay
  79. What We Love About Amazon PPC
  80. First Look on New Bid Options in Amazon
  81. Dissenting Thoughts on PPC Budgets
  82. The Strangest, Most Popular PPC Strategy: The Keyword Dump
  83. Product Targeting – Into the Great Unknown
  84. Campaign Naming Systems
  85. Hitchhiker’s Guide to Sponsored Products (Part 2)
  86. Hitchhiker’s Guide to Sponsored Products (Part 1)
  87. Amazon PPC Advertising Stats
  88. The Advanced Basics of Amazon PPC
  89. Amazon’s New Product Targeting Features
  90. The Bid+ Conundrum
  91. Why We’re Living In The Golden Age of Amazon PPC

Watch Mike & Stephen on YouTube

If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too. 

Watch it below and please don’t forget to ‘like’ and subscribe.

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