Creating a high converting Amazon listing is one of the most
crucial steps in successfully selling on Amazon. Why? Because this
is your advertising page. This is the page that people are going to come
to and determine whether they see enough value in your product to pull out
their wallet and buy from you.
So how does one create a high converting listing? High
converting listings are created using a few key components, including:
1. Creating the best converting title for your product.
2. Adding emotionally compelling images that will motivate people to
3. Writing high converting bullets and descriptions that motivate people
to purchase your product.
4. Providing valuable bonuses to motivate customers to make the decision
to buy from you.
Creating a High Converting Title
The title is the main description of your product.
There are few criteria that makes a really high converting product
title. And the great thing about Amazon is that it gives you
a lot of room to add a whole lot of other words to really beef up you
title. Here are a few elements that make for a high converting title:
1. Your Brand – You want the brand name in your title, because eventually
your brand is going to become popular enough that people actually look for
2. Your Product Name – Put your product’s unique name in the title, next
to your brand, so that you can create immediate value in the mind of your
customer. For example, if you are selling baking products, you would put
your brand, “Baker’s Delight,” next to your product’s unique name, ”
Fascinating Cupcake Liners,” at the start of your title.
3. Product Description – People want to make sure they know what they’re
buying, so make sure you let them know, that they are in the right place by
giving a clear description of what you are selling.
4. Your USP – You want to add your USP in the title because it is the one
thing that makes you stand out from your competition, and the unique selling
proposition that tells your customers that your product is better or different
from everyone else’s.
Personally, I like to put the USP in all caps
so that people will not miss it.
5. Product Benefits – You want to add the
greatest benefits your product brings so that customer will be immediately
motivated to either buy your product, or read more of your listing.
6. Keywords – I also list keywords in the title. Why? Because
search engines do find those Amazon pages as well. So I will use a
keyword tool to identify the most popular keywords for my product both in the search
engines and in Amazon. Google Keyword Planner or FreshKey are good
services you can use to find the most popular product words.
When using keywords, you also have to make sure that it fits
well with your product title, so that it can both motivate customers to buy,
but also be easily found by search engines. In other words, string
it together in such a way that people feel like it just flows well.
One thing that you will find is that your initial title may
not be the one that converts. So you have to keep testing it. Just
keep making tweaks every day or every couple days, until you find the right
listing that will get people to start pulling out their wallets.
Use Emotionally Compelling Images
Another critical area to success of your Amazon listing, is
the use of emotionally compelling Amazon images. Every Amazon listing is
required to have a picture; and if you don’t have one, it keeps your product
from being listed in their general product category listing.
But if you want to create a high converting listing, it’s
not enough just to have a picture. You have to make sure you have
an emotionally compelling picture that motivates people to buy. Also, one
picture is not enough. If you want people to buy, you need to fill it up
with six to eight high quality pictures.
Another important key to motivating customers through your
images, is to make your images a minimum of 1,000 by 1,000 pixels. This
is because there’s something about the zoom feature (when you hover over the
picture and it just pops out) that customers love and that motivates them to
How do you choose an emotionally compelling image to
use? You want to make sure you get images that show a lot of the benefits
that people are going to get from buying the product. You want the kind
of images that give them a glimpse of how happy they will be from using the
product. In other words, what the product is going to do for them, the
product in action, and the product in the best light possible.
Turning pictures into emotionally compelling images is a lot
easier than you think. You can find product images by either asking your
supplier, or buying stock photo. Then you can go to Fiverr.com or
upwork.com and hire a graphic designer to tweak the pictures for you.
They can add your product, brand or logo to the picture and adjust the picture
to convey any message you want. That is the magic of Photoshop.
You can also get picture ideas from your competitors.
You can find stock photo that is similar to your competitor’s pictures, and
edit them enough so that they become new pictures with your product and
logo. I am not saying take competitor’s product pictures and add them to
your listing; remember we want to be unique, and that is just unethical.
Rather, borrow their picture ideas, get similar stock photo, and edit it until
it is original and conveys the message you want to give your customers.
Remember, you need six to eight high quality pictures, so
don’t settle for one or two. Get as many as you can. And the more
pictures your customer has to look at, the more convinced they’ll be to
buy. Amazon does not allow you to add text to your pictures, so it is up
to your images themselves to communicate the best message possible.
Product Bullets and Descriptions
The Product Description is a combination between the
bulleted description and the main product description. The bulleted
description are the bulleted list of information that are under the product
title and to the right of the image. The main description is the main
area toward the middle of the page under the title “Product Description.”
In order to create high converting bullet points, I
generally focus on just making sure you add as many benefits as you can.
I also put the title of the bullet in all caps and the details in regular
letters. This way it can really stand out for people who don’t like to
read the details. You also want to list the bullets in order of priority:
the most valuable benefit first, then the next most valuable benefit, and so
on. Also, for each bullet put as much information as possible and use up all of
the character space Amazon gives you. The more detail the better,
especially for customers that need to read the details to make a buying
For the main product description in the middle of the page,
I like to focus on the five P’s. Now, the five P’s are designed to focus
on the five things that will help motivate the customer most to buy your
product. The five P’s include:
1. The Problem – Talk about their problem. Talk about the problem
that your product fixes. Why? Because that is why they’re coming to
look at your product, They have an issue or conflict or something that
they needs fixing and they think your product can do it for them. Also,
as soon as you touch upon their problem, they feel like you understand them and
they feel like they want to hear more of what you have to say.
2. The Promise – Tell them what your product can do. List all of
the benefits that your product promises and how it can alleviate all their
pain, help them be happier, help them be healthier, sexier, leaner, thinner,
richer, whatever it is. Go ahead and start giving them all those
Now you don’t want to sell
it too much because people don’t like to be sold, they like to buy. But
they do appreciate people who help them to buy. So make the promise in such a
way that helps them see all of the benefits they will be getting by buying your
3. The Picture – Besides your product pictures, this is your opportunity
to create mental pictures for them. Start describing what a vision of a
better future using your product will look like. Describe it in visual
words. Give them a story, give them an idea in their heads. Your
actual pictures will help, but by describing it further to them it motivates
them even more.
4. The Proof – Add supporting evidence that your product can fulfill on
its promise, whether in the form of credentials, statistics, studies, and
certifications. These will help the customer make a better decision
because they feel like they are reducing their risk.
Note: As of the writing of
this book, Amazon does not allow testimonials in the product description; so
stick to credentials, studies and certifications if you have them.
5. The Push – Make sure you encourage your customers to buy, by putting
on the bottom of the description the direct suggestion to, “Buy
Now!” or “Get yours today!”
Many Amazon listings do
not have this kind of call to action, and I don’t understand why. But you
need to put it in there and make it very commanding, so people can take action
on all your suggestions.
Adding Valuable Bonuses
You may think that the title, images and description is
enough to get a customer to buy. 80% of the time you would be
right. But, people need as much reason to buy as possible, because price
is usually an issue. So, if you can create enough value to outweigh the
risk in buying, you will always have a sale.
So, add a lot of valuable bonuses. Give away many free
bonuses that will make your product more valuable in the eyes of your
customer. This includes valuable accessories. If you can add an
accessory, throw it in there. It could be a case, it could be a wrist
strap, it could be extra batteries, etc. If it is valuable in the eyes of
your customer, add it in and your product will become even more valuable.
I like offering a free EBook download in my listing.
They can get access to it through a postcard that I add in the product
packaging. The postcard then sends the customer to a website to
download their free eBooks. The benefit of this is that I can
capture their contact information and add them on my email list for future
You can get great eBooks from private label rights websites
that sell eBooks that deal with your specific subject. They sell them for
anywhere from $1.00 – $6.00, but once you buy it, you now have the rights to
give it away to your customers as a free download as many times as you want.
Another bonus you can offer is to add a competitor product
as a complimentary item for free. If there’s something that your
competitor is selling that would greatly compliment your product as an
accessory, go ahead and bundle them together and sell the product at the same
or higher price. This will motivate your customer to buy because
they see all the powerful value that they’re getting from your product
Listing Your First Amazon Product
You’ve got to get familiar with how to list your products on
Amazon so that you can use your listing to its fullest potential. Amazon
Seller Central provides you with general training on how to do this. I
have also provided you a simple process you can use to get your first product
set up to sell on Amazon. Here are the steps you will take when listing
your product in Amazon’s catalog:
1. In your Amazon Seller Central account, hover over the “Inventory” tab
on the top of the page and click on “Add a Product.”
2. Click on Create a New Product. Because you are creating a new
product with your brand, it doesn’t exist in the Amazon catalog, so you need to
list it as new.
3. Fill out the product listing form, focusing on the following specific
4. Product Category – choose the correct category and subcategory for
5. Product Title – Add the main title for your product.
6. Brand – Add the brand name for your product line.
7. Manufacturer – Since it is your product, you can register your brand
in Amazon as the manufacturer.
8. Manufacturer Part Number – Assign an alphanumeric code for your
9. UPC code – You can purchase these online from a reputable UPC seller
or you can purchase them inexpensively from EBay. You need a UPC code to
list your product.
10. Condition – For the product’s condition, choose “New” from the drop
11. Product Price – Add the price you will offer for your product.
12. Sale Price – (optional) In case you are running a promotion, add the
sale price and the date range the promotion will run.
13. Shipping Method – If your product is in testing phase, then choose
yourself (merchant) for shipping method. If you intend to have Amazon
ship for you, then choose the button giving Amazon the shipping responsibility
14. Quantity – If you choose to ship yourself, you need to then go back to
the form and add the quantity of units you have on hand.
15. Product Images – Upload 6 – 8 great images you can use to display your
product. Make sure they are a minimum of 1000X1000 pixels.
16. Product Description – Add the product’s bulleted description and main
17. Product Keywords – Add the best product keywords, so that people can
find your product when they do a search.
18. Save – Click on the save button and your product will be listed in
Amazon in the next 15 minutes.
19. Review – Review your listing to make sure everything turned out the
way you want it to.