Amazon Seller Beginner Mistakes Part 2: Not Standing Out in Search

In this series, we will cover some very common, but easy to avoid mistakes that many brands make when selling on Amazon. We call these “beginner mistakes”, but even some longer-term sellers make many of these beginner mistakes as well.

By learning to avoid these mistakes in advance, you can put your brand in the best possible position to success on Amazon.
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Amazon Seller Beginner Mistakes Part 2: Not Standing Out in Search

One of the most common mistakes both new and longer-term sellers make on Amazon is not standing out in search results.

Don’t Blend In

Amazon customers have a ton of options when they are searching for a product to buy. Amazon populates the page with dozens of results, both organic results and paid ads. Amazon customers scroll through the search results page quickly, spending a fraction of a second skimming each result.

If your product blends in with everything else on the page, then the shopper is likely to scroll right past your product and click on another one that does stand out.

How do you get your listing page to stand out from the crowd?

Main Image

The best way to stand out is with your main image. Amazon has strict rules when it comes to main images, requiring that the main image only shows the product itself with a plain white background. However, we can get creative with our main image without raising any red flags with Amazon’s policies.

So, how can you stand out?

• High resolution image – Make sure you use a high-quality, high-resolution photo in your main image. This will help your product stand out and communicate high quality.
• Take up all the available space – Make sure you take up all the space available. In the example below, you can see the difference between a main image that uses some of the space available and one that uses all the space available.
• Increase font size – Use photoshop to increase the font size on your packaging to clearly show shoppers important product details
• Colorful packaging - If possible, use packaging with bright colors
• Add accents – Add additional items to your main image, like the fruit below, that communicates something important about your product and draws attention to it
  

Product Title

Like your main image, you want to clearly communicate all the important information a shopper might need to decide whether your product matches what they are looking for. Make sure to include important information like flavor, size, quantity, or whatever the most important information might be.

Promotions

When you run a promotion, such as a coupon, on your product, it can show up as a colorful badge in search results. Amazon customers are trained to look for specific-colored badges (green & red), so promotions are a great way to potentially interrupt a shopper’s scroll and get them to click through to your product listing page.

Ads

The most direct way to get a shopper to notice your product is to use Sponsored Brands advertising. Sponsored Brands allows you to use static images and video to take up a large amount of real estate on a search result page. This is a great way to stand out in a big way to draw new customers to your products. As an added benefit, many shoppers who click on Sponsored Brands ads will find their way to your brand store. The brand store is the one place where no ads appear, which means you have the shopper’s full attention on your products.

Conclusion

It’s easy to blend in on Amazon, but it’s important to stand out. Grabbing an Amazon shoppers attention and clearly communicating that your product is right for them will result in more clicks and more sales for your Amazon business.