Podcast: Play in new window | Download (Duration: 10:33 — 9.7MB)
Subscribe: Google Podcasts | Spotify | Stitcher | Email | RSS
Amazon Listing Description Webinar
Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern).
The Amazon Listing Backend
The Backend Keywords
If you’ve been around Amazon for over five minutes, you’ll know I’m not talking about the rear of your car (or something else…). I mean of course those infamous five fields that are in the last of the tabs you can access when you hit “edit” on a listing under the “manage inventory” section of Seller Central.
Is your listing’s backend important?
Of course. But here’s the thing. Amazon seems to like playing around with it rather a lot.
Meaning that you could put a lot of time and energy into trying to game the latest Alto update, and you’ll end up wasting much of it.
So while you should use all the space provided, it’s important to focus your energy.
Here are 4 Classic mistakes people make with their Listing Backend:
Listing Backend Mistake #1 Still don’t stuff keywords!
By the way, in case you were thinking this is finally the time to just dump Keywords somewhere -Nope, all the same arguments apply as in our rogue Ford Mustang listing. Don’t do it!
You should be going after long tail keywords here for sure.
“Chromebook Acer R13 charger cable” for example.
But if your product does not work with a Toshiba for example, do not put in
“Toshiba charger cable”.
They almost certainly won’t buy from you, but they will definitely be peeved at you wasting their time.
In fact you’d better hope they don’t buy from you. If they do, and they try to use it with their precious Toshiba laptop, you could be getting a one star review -or worse!
Not all traffic is good traffic!
Amazon Listing Description Webinar
Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern).
Listing Backend Mistake #2 Not Using all 5 fields
Some of my really tech-savvy friends say that only the first field is being indexed currently.
That may well be so.
Will that change in future though? Who can say? This is Amazon. The most mercurial huge company I can think of.
I don’t think you should overthink this.
Put all your lost important words in the first field, by all means. But why not use the other fields, if they’re available? Just don’t spend too long on it, that’s all. That way, if it’s not indexed, you’ve lost little to nothing.
That’s my take on it.
Listing Backend Mistake #3 Worrying excessively about “To dedupe or not to dedupe” (that is the question…)
Should you “deduplicate” your keywords before adding them to your backend fields? Or do the keywords need to be near each other in harmony?
There seems to be a vague consensus around De-duping. But I think that, given that you shouldn’t be going after huge numbers of irrelevant keywords, I’m not certain that it really matters so much.
Bottom line here is testing -over a significant number of product lines and time/sales.
Do some tests and see how you get on.
By the way, as I understand it, use spaces with no commas.
But this is not stuff Dana seems to spend much time worrying about.
Given that he made several people millionaires with his work, I’m inclined to do likewise. And I suggest you do too, unless you are a technical type.
Amazon Listing Description Webinar
Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern).
Amazon Backend Mistake #4 Not going after some long tail keywords
Again, like with the description, many sellers get a bit lazy and and don’t bother about putting the right keywords into the description.
That represents an opportunity to go after some nice long tail keywords.
We already mentioned for example “chromebook charger fast” for the keywords.
We might try “chromebook charger fast charge” for example.
When I say “try”, I don’t mean you should guess your keywords (although that may be better than not using the space at all as long as you think it through and optimise it later).
I mean, out of the keywords that your research has shown have some kind of decent demand attached and manageable competition, you can try putting this kind of keyword into the listing.
Amazon Backend Mistake #5 Giving up on the Backend
Remember Dana’s Golden Rule? “Never waste space!”
If Amazon gives you space to use to get your listing found by the algorithm – and thus by human shoppers – use it! If it’s all a bit complex for you, just follow the guidelines above and you’ll be fine.
Amazon Listing Description Webinar
Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern).
