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January 16, 2020

Process for Writing a Listing with Emma Schermer Tamir

Process for writing a listing needs a deep understanding of what is going on with the competitive space. Being thoughtful about your strategy is key.

Construction principles 

Competitive structure

You need to understand what is going on in your competitive category 

  • What are customers expecting?

So start by looking at your competitors’ products 

Then look at the reviews of your competition

  • Is everyone complaining about something that your product has solved
  • You might find uses of your product
  • You may get life case studies

Keyword research

  • SEO is what happens before people get to the page
  • But you have to get traffic – be very clear about the keywords
  • Make sure you can run PPC and organic 

Keyword strategy

Be very thoughtful about this

It can be very tempting to see keywords with large search volume 

But that can really steer you in the wrong direction

Keyword stuffing vs. Relevance

Make sure the words you choose for the copy is thoughtful

Are they words that customers want to see on your listing?

Eg: misspellings or Spanish 

Client work

  • Many clients bring keywords using multiple tools.  
  • Others don’t feel confident. Or they are curious to see if there is an extra phrase.
    • Emma offers research
  • They can also review research

Sometimes you have a case that looks like high search volume and low competition – but sometimes you can do a google search and realise that something is a brand name. 

Handling niches that are competitive/will it work

Some clients have a great opportunity and they are leaving money on the table. 

It’s rare that one of the clients hasn’t at least place an order. 

Sometimes space can be dominated by a brand – because there isn’t any competition. So you may be able to address a similar segment but at a different price point, or colour, or ingredients. 

In some categories, there can be a lack of on-Amazon search volume. 

But your market share is way more important than total addressable market

There can STILL be an opportunity to outsell a traditional brand. 

Example – “Cover Girl” makeup

They recently reformulated their entire product line to be cruelty-free

If even one of their products is made in China, this comes off the table. 

On Amazon for one of their top-selling mascaras, the only indication of this is a tiny leaping bunny symbol on one image. So if you’re wanting to purchase a royalty-free mascara, you might not even know this is a relevant option for you. 


People get confused about what a benefit is. 

For example, a heavy-duty country backpack that is going to go into extreme environments and it will be an essential part of their journey. 

If you just say it’s “durable”, what does that actually mean?

It means that people can with confidence going into tough terrain

  • Protect their most valuable possessions
  • Enable them to complete their journey

When you’re presenting info, you shouldn’t save best for last -lead with your best benefits. 

In journalism, there is an old practice called inverted pyramid – most important to least important in descending order. 

Back when you had stories that were in presses, they needed to be able to lop off the least important parts of the story. 

Really grab them, then help them understand why that matters. 


Free offers from  Emma: Free listing analysis (Click below) 

Amazon Listings

Maximize your conversions with well-crafted, keyword-rich listings that grab and hold customers’ attention.

Marketing Consulting

Get personalized, tailored guidance on every step of your marketing journey.

Newsletters and Email Campaigns

Reinvigorate your mailing list with copy that entices subscribers to open your emails and engage with your brand.

Blog Posts

Introduce a new perspective with a guest post from Emma, or post new content that attracts and excites a tribe of loyal customers.

Video Scripts

Peak interest with engaging captions and voice-over scripts that are equal parts sales and story.


Make a lasting impression with branded content that speaks to who you are as a business.

Free offers from  Emma: Free listing analysis (Click below)




2 free photo texts (infographic) 

Valid with any listing optimisation purchase 

Link for Market deep dive – prelude to Listing  worksheet (listing optimisation)

  • Who your customer is.
  • How your product fits into the space.
  • Good if trying to develop a brand – eg sell coffee products but maybe keto diet info needed


Even if you don’t download this, start asking “Why?” 

“Why does that matter?” 

“What should someone care about that?”

Watch my full interview with Emma Schermer Tamir

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