Content Optimisation on Amazon: This Is How It Works

On Amazon, the end-user is king. This can be problematic for brand manufacturers because they are dependent on classifying their products in such a way that is relevant for potential customers in the eyes of the Amazon A9 search algorithm. Those who only optimise their product detail pages from the manufacturer's point of view will never reach 100% optimisation. Thus, you should know how to prepare and present your articles in a customer-oriented way.

Content optimisation is based on the analysis of a product description. You have to be familiar with said product before you can create content for it. You should also know your customer’s interests, opinions and purchase intentions come to the foreground. The art lies in viewing the article(s) from the customer's perspective and then optimising the content accordingly.

A Content Relevance Analysis (CRA) examines the search and buying behaviour of Amazon users in detail. Both at the product level and across multiple categories. The aim is to understand the customer in their entirety and to provide all the necessary product information to ensure a positive purchase transition. 

The content relevance analysis not only supports comprehensive keyword research, but it also forms the basis for success-oriented content creation. Various sources are used during the analysis and include:

-     Customer reviews

-     Customer questions and answers

-     External Websites

In the first step of the CRA, both positive and negative customer ratings of the Amazon Standard Identification Number (ASIN) are considered and their content analysed. If the product is not yet listed in the Amazon catalogue, there are no customer ratings or questions and answers about it. In this case, use reviews of comparable products for your analysis.

Let’s take a desk lamp as an example. The properties that are regularly reviewed come down to: handling, design, material and exchangeable accessories. Various buyers report that the light is very user-friendly, can be put into operation immediately, looks good and so on. So, you can assume that these are product characteristics which could also be interesting for potential buyers.

Negative feedback is usually based around incorrect usage by the buyer. However, optimisation is all about continuous self-learning and improving. So, this can be avoided if the information that’s often negatively talked about is mentioned in the content and can complement the already mentioned advantages. In the example of the lamp, buyers mostly complain about the inferior quality and lack of usability of the lamp. These remarks should be used by suppliers for future product development in order to be able to offer successor products in an optimised way.

Don’t only analyse the content of the review, but also look at how your customer communicates. Given reviews provide insights into the tone of voice and the needs of your target audience. The prominent placement of product USPs sets the item apart from the competition. In addition to your own ASINs, you should also insert reviews of competitor articles in the content relevance analysis. These can also include comments on product details that are useful for content optimisation. Look at articles within product-relevant categories as well and focus on reviews of best-selling products. Often you will find customer opinions on product features that are essential for the purchase decision. If these also apply to your product, you should consider integrating them into the content.

Customer questions and answers on the Amazon product detail page are also an important source of information. Amazon users can ask for product features that are crucial to their purchase.

Both the reviews and the customer questions about the desk lamp, the previously mentioned example, show that the length of the cable plays an important role in the purchase process. In addition, there are some questions on the subject of illuminants:

-     Can the product also be operated with an energy-saving lamp?

-     Is the luminaire glossy or matt?

-     Is the light source supplied?

-     Is the LED bulb also available in cold white?

Use relevant customer questions to your advantage and make sure you draw attention to them in bullet points or product descriptions. A higher number of inquiries about a specific property should lead to that piece of information being included in the content. The more precisely these questions are dealt with in the content, the less hesitation potential customers have before making a purchase. For example, you could mention that warm white light is particularly eye-friendly and is usually perceived as pleasant. Or you can inform your customers that they can replace the light source if necessary.

The last step is about the search for information on other websites which completes the content relevance analysis. Possible sources for your research are:

-     The company website

-     Other marketplaces

-     Online stores

-     Specialist forums, blogs and vlogs

All platforms on which buyers express their opinion about a purchased product or are interested in buying, offer important insights into consumer buying behaviour and could be interesting for content optimisation on Amazon. But keep in mind that an Amazon product detail page has less space to store relevant information than a “typical” online shop or marketplace. Title and bullet points are limited to 200 bytes each. In this scenario, shorter equals better.

In the example of the desk lamp, the manufacturer could visit online shops of various furniture stores and search them for comparable products and customer reviews to include in their CRA.

In order to sell a product successfully on Amazon, brand manufacturers must focus on their customers. It doesn’t necessarily matter what the manufacturer considers to be important and worth mentioning and which unique selling proposition he considers to be the main sales argument. Rather, it‘s important to analyse your Amazon target audience in detail, understand their buying behaviour and then create content that can lead to a positive purchase decision. A correctly conducted content relevance analysis provides comprehensive and reliable insights into how customers perceive a product and comparable items. The consumer is king, learn from their behaviour to tailor your Amazon product page and description to their needs.