Amazon Mobile Optimization | Increase Mobile Sales
Amazon continues to be in the lead when it comes to eCommerce. It is holding strong and continues to be the most popular shopping app in the United States with over 150 million mobile users accessing the app in June of 2019. Capture those mobile users with Amazon mobile optimization for your product listings.
Mobile shopping is growing in popularity. It is estimated that in 2020 mobile retail revenues will amount to 339.03 billion dollars. That’s up from 207.15 billion dollars in 2018. Mobile shopping apps, like Amazon, offer shoppers a seamless experience. The app is so streamlined and overall user friendly that it is simple and stress-free to shop online. It also makes it convenient for users to shop quickly and efficiently while they are on-the-go. Plus, the advantage of being a Prime member doesn’t make the shopper leave the site or get frustrated because they didn’t meet the free shipping minimum.
Why is Amazon Mobile Optimization Important?
Keywords Are Always Necessary
Keywords are still a main player when thinking about your mobile content and your Amazon mobile optimization. You want to make sure that you incorporate essential keywords (not fluff) to describe your product within the front end content of the product listing to help you rank in SERP (search engine results pages).
Optimize Product Titles For Amazon Mobile Optimization
Don’t forget to optimize your titles for mobile. The mobile user will only see the first 80 characters. This is the first thing that users are going to see and there is limited space. Place your main keywords at the front of your titles but don’t cram in keywords just for the sake of adding them to the title. They need to be relevant. You can also make your title easier to read but using a comma to break up the text. This way your text won’t look like a long run-on sentence.
Make Content Tailored to Mobile Buyers
A mobile user is less likely to read through large chunks of text. In order to help the shopper digest what you want to share about your product with them, it is best to make sure it’s formatting correctly and skimmable.
A mobile user can click through the description and features, and details sections of the product listing. Bullet points within the features and details section help break up the copy to make it easier to view and allows the shopper to catch the main points you are trying to get across at a glance.
When a shopper is viewing your product listing on a mobile device they are seeing an abbreviated version of your listing. This is why we stress the importance of Amazon mobile optimization when creating your listing. On mobile, the user will only see the first three bullet points, so it’s important to make sure those are containing your most important product information and facts and the description will only show the first
200 characters.
The Importance of Quality Images
Images, especially the first image for your product listing, is the first impression you can make on a potential shopper. You want your image to be powerful enough to get them to click on the product listing.
Customers rely on images and visual impressions to feed on the emotion and the logic they use to buy. Clear, compelling imagery appeals to both their visual sense, emotion and logic and is an important key to your Amazon sales success.
There are five key things that we focus on with product and lifestyle images that you should be aware of:
Improve the Shopping Experience with A+ Content for Mobile
A+ Content offers merchants a competitive advantage over other sellers and helps trigger the “buy now” response. Seller Central and Vendor Central users both have access to A+ Content. Seller Central users platform was previously called EBC (Enhanced Brand Content) but Amazon changed the name and now it’s the same name for Sellers and Vendors.
This added visual description on your product pages sits in place of the plain text product description for both desktop and mobile users. Adding A+ Content allows you to maximize this field with branded ASINs and include a brand story, enhanced images and text placements.
Amazon estimates that A+ Content can help to boost sales by up to 10%.
When utilizing A+ Content it is important to remember a few things for mobile users:
- Mobile users are viewing your product on a smaller screen, they can read the text but lifestyle and clear product photos will play a big role in helping the user understand more about your product.
- As we mentioned, text is still available to share information about your product within your A+ Content. Keep in mind that this text should also be optimized with the right keywords but be easily readable on mobile devices.
- When you are in your Amazon dashboard you can quickly flip to preview mode to see both desktop and mobile previews of your listing on the same screen. This is a great tool to double-check that your content is conveying valuable information you need it to in a clear, concise fashion that will be more likely to convert into sales.
Buy Box for Mobile
Winning the Buy Box is something every Seller Central business should try to strive for because it gives you a push past the competition. It is largely an algorithm designed to optimize value for the customer by striking a balance between seller pricing and seller performance.
The algorithm’s criteria for selecting the winner are many and varied, and involve programmed evaluations based on lots of requirements and comparisons. Four basic criteria must first be met before a seller can be deemed potentially worthy of competing to win the Buy Box for their product:
- Seller must have a professional seller account. Sellers with individual seller accounts cannot compete for the Buy Box.
- Sellers must have attained the status of “Buy Box Eligible” by Amazon. This is essentially recognition by Amazon that the seller has sold successfully via Amazon for a while.
- A distinction must be made between new and used products. The Buy Box is for new items. Used items have their own version of the Buy Box, called a “Buy Used Box” which operates separately from the Buy Box but uses similar criteria in seller evaluation.
- The item must be available – if it is not in stock, the seller cannot have the Buy Box. An exception sometimes applies if a product is listed as back ordered, but generally the process works more smoothly for a seller who practices good inventory management.
The importance of the Buy Box for mobile is that it sits above the search results that the customer is viewing. This is the first thing a potential shopper will see and if they are ready to make a purchase the Buy Box allows them to do so quickly.
Mobile Shoppers Are Gaining in Popularity
Amazon realizes that customers shop differently on a mobile device and has optimized the experience to provide the necessary information above the fold. You may also notice on mobile listings that Amazon includes a large buy box button at the very top of the listing. This is to help aid in making a sale by making it even easier for mobile users to click to purchase.
Mobile shopping, price checking and show-rooming (where a shopper checks out a product in a brick and mortar store, but then researches it and potentially makes his or her purchase online) is growing by leaps and bounds. Creating content ready for mobile devices make that possible and easier than ever before for customers.
