Amazon: Optimize Product Data for the Holidays



Feeling the pressure to compete with leading marketplaces this holiday season, like Amazon?

While there’s huge opportunity to drive online sales during the holidays, stiff competition from other e-commerce sites and the growing array of third-party marketplaces makes it harder for your products to shine.

According to NetElixer Inc., 42 percent of shoppers say they’re most likely to buy a holiday gift on an online marketplace. Last year, some of the most popular marketplaces nearly doubled, and in some cases, tripled their web traffic during Black Friday and Cyber Monday.

Marketplace Holiday Web Traffic

Whether you’re selling on these marketplaces or sticking to your own site, how do you motivate a customer to choose your product over an alternative to fulfil their wish lists? The answer is simple: compelling, descriptive product data and eye-catching imagery.

Today, we’re sharing a few tips on enhancing your product data to help your products grab attention during the holiday hustle and bustle. Get our Winning on Amazon Checklist to boost your Amazon success and make your products optimized to sell, sell, sell this season.

What do customers want from your products?

There’s no magic bullet to product marketing. All products are unique and different. In a nutshell, optimizing your product data means telling your product’s story in a way that resonates with your target audience. What makes your product unique and special, and what value does it bring your customers? It is important to take a customer-focused approach to product data, so you speak to customers’ benefits, needs, and concerns, increasing their likelihood to convert.

Let’s say a shopper is looking for a holiday sweater. Think about what you’d be looking for if you received an ugly Christmas sweater party invite. When your customer is browsing holiday sweaters online, what kind of information do they need and what do they value? Your product listings should answer questions like:

  • What type of sweater is it?
  • What does it look like?
  • What brand is it?
  •  Are other colors available?
  • What sizes are available?
  • What materials is it?
  • How much does it cost?
  • How much inventory do you have available?
  • What are other customers saying about it?

Holiday Sweater

Posting a product title and image doesn’t cut it anymore. Online shoppers review options from many websites when looking for the perfect gift for their loved ones, comparing everything from looks to costs to materials to functionality. Your descriptions and imagery need to be compelling and seasonally relevant to get consumers to buy, instead of clicking away to another website.

Additionally, detailed product descriptions benefit search engine optimization (SEO) and increase the likelihood your product is returned higher in search results. Successful SEO places your products in front of a larger audience, increasing the likelihood of conversions.

Tips on Writing Descriptive Product Listings to Boost  SEO

Product Titles:

Your product titles should be unique and concise, with fewer than 80 characters long so they aren’t truncated by search engines. Front-load your titles by placing the most important keywords in the first 25 characters to instantly grab the attention of anyone browsing the marketplace.

Selling your products on third-party marketplaces come with their own data specifications, title formats, and character limits. For example:

Amazon: 80 – 250 characters
Google Shopping: 70 characters
eBay: 80 characters

Unsure how to front-load your product title? Here are some descriptors to lead with:

  • Brand
  • Product keywords
  • Benefits

Holiday Sweater Title

Product Descriptions:

Product descriptions are visible to browsers when they click to your product listing or page. Write detailed product descriptions to help your audience visualize themselves using or gifting your product. Include descriptive and targeted keywords, top product features, and incorporate seasonal and gift terminology, such as “Gifts for Her” to differentiate your products from other brands.

We also recommend using bullet points to make it easy for readers to scan your listing and get the gist of your product’s value at-a-glance. Be sure to begin each descriptor with a capital letter, separate phrases within the same bullet with semicolons, and spell out all measurement units.

Type of Descriptions:

  • Size
  • Shape
  • Pattern
  • Texture
  • Design
  • Weight
  • Dimensions
  • Specs

Burt's Bees Holiday Description

Enhance Your Images

High quality images draw eyes to your product and enhances credibility. If possible, invest in professional photographers to showcase your products in their best light. Use high-resolution photos (1,000 pixels or larger in height or width) that are consistently sized.

Include multiple products shots to show the size, color combinations, materials, and quality of your product. Also, show the product on a person or in use to demonstrate scale and versatility – 28% of all sites fail to provide at least one “in scale” product image! This is important for many products, as scale is difficult for buyers to visualize online. You don’t want a customer to think they’re buying an adult’s sweater and ship them a baby knit.

Enhance Product Optimization with a PIM System

Grow your holiday online sales by optimizing your product data and imagery. Include high-resolution and lifestyle photography, as well as alternative images whenever possible. Write detailed product descriptions that sell your audience by speaking to their interests and gift-giving needs.

Free your time from manual product management to focus your attention on your product titles, descriptions, and images so your products can shine their brightest this season. A PIM system provides you with a single system to update and enhance product data and imagery, and allows you to modify the content for specific marketplaces (without leaving the tool).

Whereoware’s Product FastLane offers customizable exports, cloud-based hosting, asset management features, and more. Our PIM system brings together the flexibility e-commerce companies desire, with the robust functionality the multi-channel digital landscape requires.

Start optimizing your product data for the holidays and get a Product Fastlane demo here.