How Amazon SEO works for smartphones

In Italy, however, we are a bit behind in this area: only one in seven companies owns an e-commerce site, although the number is increasing. Instead, 12,000 Italian small and medium-sized enterprises sell on Amazon and want to understand how to be more competitive and increase their turnover.

1. Smartphone use and e-commerce

Let's start with some considerations on the latest market trends. The growth of electronic commerce is a phenomenon affecting Italy as well as the world. In this article, we will focus on online purchasing from mobile devices. According to recent research conducted by Nielsen, web commerce in a country is widespread in proportion to the spread of smartphones.

In short, the more mobile phones and tablets there are in a country, the greater the exchange of goods online.

It is currently estimated that 16% of online purchases occur via tablet, while 27% are via smartphone. The same research highlights how the habits of mobile buyers are more continuous. In fact, it seems they are more attentive to new offers and place orders with greater frequency.

The motivation behind this trend could relate to the increasing security of payment methods, as well as the increase in available choices. For example, alternative payment methods that allow for deferred spending with a simple click are becoming increasingly common.

Also to be considered is the way products are searched for: worldwide, 9% of consumers have adopted voice technology, while another significant portion of buyers relies on image search, taking a screenshot of an item found on social media and using it to perform the search.

In this entire scenario, the e-commerce giant Amazon generated $108.5 billion in revenue in the first quarter of 2021. This means that the massive use of the platform generates greater competition and that you, as a merchant, will have to work hard to sell more. You will need to develop Amazon SEO strategies and improve the ranking of your products.

2. How to optimize the product listing for Amazon

At least 4 aspects appear evident from these statistics:

● E-commerce is in constant and rapid growth;

● More and more people are purchasing from mobile devices;

● Methods of searching for products have changed (and with them, SEO for product listings);

● Amazon is still the colossus of e-commerce and to sell more you must optimize your product listings.

Based on these considerations, you must develop Amazon SEO strategies to make products appear among the top search results on the e-commerce giant. Certainly, beautiful images, quality products, and an excellent sales experience are at the core of success for sellers on Amazon. The risk of going unnoticed is just around the corner and you must try to improve the positioning of your items.

Here is a series of tips for optimizing product listings for the mobile version of Amazon. Many ask us, in fact, how to get on the first page of Amazon. Follow our suggestions and you will increase the conversion of users into customers.

2.1 Analyze the mobile version layout

While on desktop product listings follow a fixed layout, with the title at the top and right of the screen, the image on the left, and the description under the title, things change on mobile.

In fact, depending on the category of the items, it can be observed that the different attributes are not always in the same position. The only certainty concerns the title, which is always shown first, which is why you should focus on it. It must be catchy and in line with user search intent. Then it is the turn of the images, which scroll in a carousel. We will delve deeper into both of these attributes in the next paragraphs.

Regardless of what the order of attributes will be in the product listing, a characteristic of the mobile version is showing them in a more concise way. From the search results screen, for example, for many categories, you can read the title in a shortened version. Regarding bullet points, usually the first two are shown, while to see the others it is necessary to click on "View more".

The general advice, therefore, is to insert the most relevant and potentially most attractive information in the first part of the attributes. Doing so will better catch the users' attention, keeping them on your product listing longer.

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2.2 Create clean product listings

Generally speaking, our advice is to eliminate the unnecessary and make every product listing essential and clear. The smartphone screen is small and too many elements could slow down loading, but also create confusion.

Do not insert too many images in the same photo, creating confusing collages. Do not overdo it with emojis in the description. Avoid graphics with too much text in the images.

2.3 SEO friendly titles

Remember that the product title is what most helps the user understand what the product is. The name of the item must be consistent with search terms and contain the most relevant keywords.

For product indexing on Amazon, the title is indeed the most important attribute. Be careful though: as with everything, you shouldn't overdo it. The title must remain readable and must not simply be a list of keywords. Our advice is to insert a keyword followed by a product characteristic, for a total of 3-4 keywords per title.

2.4 Description and bullet points

Product descriptions must be short but effective. First of all, do not use the supplier's words, do not copy-paste. What you need to do is write something new and engaging, in total empathy with the potential buyer. Always ask yourself: what would be the most relevant and persuasive information that would push me to buy if I didn't know my product and had to choose among dozens of similar products?

Caution: A common error for many sellers is assuming that consumers will immediately understand the difference between their product and those of other sellers. This is not the case. All characteristics, even the most obvious ones, must be explicitly stated and highlighted. Users are faced with hundreds of listings for every search term and will decide in a fraction of a second whether to get more information on a product or move on to the next one.

The description takes on more importance on a mobile device. While on desktop it often goes unnoticed, on smartphones and tablets it often appears immediately after the images or in a more prominent position.

Insert the right density of keywords and choose those closest to the search intent of your audience. Highlight the benefits of the product and its main features. Indicate who it might be for and what problems it could solve. Conclude with a call to action inviting them to purchase.

2.5 Images

Decisions for purchasing products online largely depend on photos. Verify that carousels scroll smoothly, that photos are well-lit and sharp, and that they are the right size and responsive.

The product must be at the center of the image to optimize mobile viewing.

Upload only quality JPGs and consider the idea of uploading demonstration videos enriched with graphics and subtitles.

Amazon offers the possibility to insert up to 7 images; try to utilize all these slots by showing products from as many angles as possible, trying to replicate the experience a user would have in a physical store. In this article, we explained how to optimize images for Amazon.

2.6 Amazon Prime

In general, the Prime logo gives a consistent boost to your listings on Amazon in terms of positioning and results. For users, it is synonymous with guarantee, reliability, and speed, while the e-commerce giant has never hidden its preference for sellers enrolled in the program. To enroll in Prime, it is sufficient to use Amazon fulfillment (FBA), but we have dedicated a separate article to this.

What we emphasize here is the even greater importance the Prime logo takes on for mobile users. In fact, the filter to search only for Prime products is made even more prominent and accessible for the smartphone version. Consequently, not having it would drastically reduce your chances of selling.

3. Conclusions

More and more users browse and purchase from smartphones and tablets. Therefore, mobile optimization is becoming increasingly important. We have tried to summarize some best practices for optimizing your product listings for the mobile version of Amazon. These are small adjustments that can make a difference. For further information on SEO for marketplaces or how to improve the positioning of your products

How important is it to optimize an Amazon product listing for mobile?

Mobile optimization is an increasingly crucial practice for increasing sales on Amazon. The marketplace does not yet allow for creating different content compared to the desktop version, but it is fundamental to consider a series of factors that make the product listing more attractive to users purchasing via smartphone.

How to do SEO on Amazon?

SEO on Amazon has some similarities with Google SEO, but differs in other aspects. It is essential to research the terms most searched by users, insert them into descriptions, and fill in all important attributes.

How to be on the first page of Amazon?

To grow sales on Amazon and "rank," it is necessary to perform better than your competitors. The first step is working on marketplace SEO to index products, after which it is necessary to try to maximize your conversion rate and drive extra traffic (for example, through PPC campaigns).