Amazon has long been more than just a marketplace for many brands. Outstanding product listings have become a real success factor. After over 3000 listings and 6 years of experience with more than 1400 customers, as the founder of Stacvalley, I know the levers that can turn listings into bestsellers. In this article, you will find tried-and-tested knowledge, specific tips and clear sources of error - everything that will help you to achieve more visibility, clicks and sales with your listings.
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As Europe's largest provider of Amazon content, we know what is important: from product images and videos to A+ content. Even small optimizations have a big impact. In this article, I'll show you how to get the most out of your listing - so that the work really pays off in the end.
Many Amazon retailers focus exclusively on the conversion rate. This sounds logical at first; after all, everyone wants to convert as many visitors as possible into buyers. But this focus is too narrow.
A striking example: Imagine your product is on page six or seven on Amazon, your listing is poorly optimized and the images are unattractive. Surprisingly, your conversion rate may even be outstanding - but only because hardly anyone comes across this results page. The few visitors who do land usually already know exactly what they are looking for. Your conversion therefore looks good, but the revenue remains tiny because hardly anyone clicks on the listing.
Compare that with the location of a store:
This is exactly how Amazon works. Optimizing for conversion alone is of little use if your listing receives no traffic. The click-through rate (CTR) is at least as important, because it is the only way to draw attention to your listing.
The cover image is crucial here. Choose a cover image that stands out from the competition. Make sure that it immediately arouses curiosity and emphasizes the most important benefits. Attention: If your cover image is too "loud" or polarizing, the conversion can easily decrease, even if the click rate increases. Balance is required.
Especially at the beginning, when you are selling via Amazon PPC, you are often not yet visible on page 1. In this case, we recommend keeping the cover image somewhat more neutral to avoid wastage and keep costs manageable. If your product then ranks better organically, you can switch to an even more eye-catching image to attract visitors.
Don't just focus on the conversion rate, but combine it with a strong click-through rate. This will increase your sales and ultimately your profits. Visibility plus persuasiveness are the basis for long-term success as an Amazon retailer.
In recent years, it has become clear that reduction is often more successful than overloading on Amazon. In the past, product images were considered better the more information, text and USPs they showed. Today, customers' viewing and purchasing habits have changed dramatically.
An image must be understandable in 5 seconds. After this time, it should be immediately clear what advantage or benefit the product offers. Do you not understand your image at a glance? Then the actual benefit is too well hidden.
The right image explains to the customer in seconds what they gain from the product and why they should buy now.
Many service providers only promise beautiful images without thinking about the actual wishes of the target group. However, attractiveness alone is no longer enough to win over customers and prevail against the competition.
Only if you know exactly who is buying your product can you deliver images and content that hit the mark. Think about it:
Don't just talk about quality features such as "high-quality material". Instead, emphasize what specific problem your product solves. An example: Instead of "made of durable fabric", describe "doesn't tear - no more angry complaints". This appeals to emotions and sticks in the mind.
Professional image production begins before the shoot. At Stacvalley, we take several hours for each listing for strategy discussions, briefings and analyses. This effort pays off: conversion and sales increase because your images specifically address your customers' needs.
Take this time for your next product or use our personal advice directly for your listing to address your target group individually.
No image is perfect right from the start. Test different variants, learn from user reactions and optimize your product images regularly. It is no longer enough to simply upload beautiful images. Those who regularly analyze their target group and readjust content will stay ahead.
A major error in the listing structure is an arbitrary or arbitrary image sequence. The sequence of the product images often determines whether the customer buys or bounces.
Conversely, this means that the most important purchase arguments and unique selling points belong right at the front.
| Picture position | Recommended content | Goal |
|---|---|---|
| Picture 1 | Cover picture, striking main advantage | Attention, clicks |
| Picture 2 | The main feature, unique argument | First selling point |
| Picture 3 | Another strong selling point | Building desirability |
| Picture 4 | Application, customer example | Create trust |
| Picture 5 | Secondary benefit or additional information | Delivering added value |
| Figure 6-7 | Details, dimensions, guarantees, certificates | Dispelling final objections |
Make sure that your key benefits are communicated directly after the cover image. Marginal information such as dimensions or guarantees should always be at the very end.
We at Stacvalley also frequently optimize the sequence for our customers in order to push the conversion in a targeted manner.
After more than 3000 listings, four points in particular stand out as success factors:
Those who apply these key learnings have a real chance of achieving a place in the bestseller rankings in their category. Of course, there are also other levers such as pricing and review management. But when it comes to content marketing on Amazon, these four points will make a significant difference.
If you need support - for example with the strategy or concrete implementation - you are welcome to contact us for a non-binding consultation. We have been helping for over 6 years and have already helped more than 1400 customers to sell their products more successfully on Amazon.
I wish you every success with your implementation and look forward to hearing about your experiences or questions - either directly here in the comments or via Amazon Listing Consulting with experts.
Make the most of your listing - you decide how visible and sought-after your product becomes!
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