5 Steps to Improve Amazon Q4 Discoverability

With the holidays just around the corner, are your products "Discoverable" on Amazon?

If it's anything like last year, there will be 2 to 5 times as many Amazon holiday shoppers. It's why improving Amazon Discoverability is a key strategy we use with our specialty food clients in our work as an Amazon and Inbound digital marketing agency for gourmet foods brands.

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Amazon outranks Google 3 to 1 for product search

Half of all online shoppers visit Amazon to research and buy. To Amazon, it's about connecting the most relevant product when shoppers type in a search term in the search bar.

Understand that over 3,000 new products are being launched every day – like a Walmart going up every 24 hours. It means competing in your space and getting found is all the more critical.

Discoverability is how customers find your products. It's where a sound keyword strategy can make a huge difference.


5 Steps to Improve Amazon Q4 Discoverability


Step 1 – Optimize Your Seller Info Page & Company URL

Adding your company logo will give shoppers added confidence to buy with you.

Writing a succinct company bio will engage shoppers to get acquainted with who you are and what you stand for.

Adding a properly formatted seller URL helps with Buy Box authority and off-Amazon page promotion of your Amazon store.

The results will positively impact Seller health and Discoverability.



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Step 2 – Mine keywords with SEM Rush & Helium 10 Tools

Google search and Amazon search are different. Start by using SEM Rush for Google keywords – also for Google Adwords.

What search terms do shoppers use to find your products? Be specific and export into Excel – sorted by:

1. Keyword & or Phrase
Some keywords won't make sense or apply. Work to find relevant terms and phrases.

2. Monthly Search Volume
The main one to look at. Amazon tends to have higher product searches so if the search term is product specific (intent to buy) then it’s likely higher.

3. Cost per Click
Determining CPC to have an ad on Google shows how aggressive sellers are going after it.

4. Competition
Less relevant but still shows difficulty in ranking for specific keywords (on Google) and how competitive the market is for it.


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Helium 10 can help you gather Amazon SEO Intelligence

A tool we use as a digital marketing agency to help Clients understand keywords your top-selling competitors on Amazon use.

Helium10's tools such as Magnet2, Cerebro, and Keyword Tracker give insights into optimize your listings and build better Amazon PPC ad campaigns.

With Helium10, find high-traffic keywords. It shows you highest ranking keywords for a product. 

Make it your goal to generate traffic from both search engines for better overall product Discoverability.


Step 3 – Build a Volume vs. Relevance Keyword Plan

Create a balance between keyword volume and relevance.

High-volume keywords will likely have low relevance. The term "chocolate" may yield 200k searches per month. However the long-tail phrase "organic fair trade dark chocolate bars" might nail your flavor product. But it only may have 500 search per month.

High-volume keywords and phrases cost more and are harder to bid on in Amazon PPC Ads.

This might eventually lead to more exposure – but possibly less conversion. Low volume keywords and phrases cost less and are easier to bid on – but they can lead to less exposure but possibly with more conversion.

Step 4 – Insert Keywords into Your Amazon Product Pages

An optimized product page will have keywords in:

Product Titles (keep under the 200 character limit – including spaces)
An optimized product title includes: Manufacturer/Brand, Product Name, Keyword Search Terms, Flavor, Size

About The Product Bullets
Put keywords here keeping in mind phrase length.

Product Description
Don't overpack keywords here.

Back-end Search Terms
Inserting your researched search terms on Seller Central backend completes your initial Discoverability strategy.


Blog Main StorefrontStep 5 – Start Amazon PPC Advertising & Test Your Keywords

This includes both Sponsored Products as well as Sponsored Brands ads (formerly known as Headline Search ads – available to only those with Brand Registry 2.0).

Implement Automatic Campaigns to allow Amazon to mine for what it thinks are relevant keywords and you'll get insights as to what keywords are converting into orders.

This process is iterative. You'll want to constantly monitor, tweak, and test – looking at your Amazon Campaign dashboard at Sales generated from your Advertising campaigns, Advertising Cost of Sales (ACoS), non-converting keywords and your overall organic sales.

Do away with non-converting keywords and double down on ones that convert.


Improve your Amazon Discoverability

Increased Sales Velocity • Enhanced & Protected Branding • Improved Shopper Engagement.

Also check out our FREE 10 Tips to Amazon Success.

When it comes to specialty food and Amazon or Inbound we're here to help.

CLICK HERE to book a strategy call with me.

Happy Amazon & Online selling!

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About Lou Nicolaides

Lou Nicolaides

I specialize in helping specialty food brands create tasteful Inbound Marketing strategy. I’ve been in specialty food marketing for over 20 years. Prior to opening LM&S, I served as Director of Marketing for Sweda, Marcomm Manager for The Nutro Company (Mars, Inc.), Director of Marketing for Helen Grace Chocolates, and Marketing Manager for Tivoli Brands/Brenner Foods, Inc. Prior to that, I self published a guide to LA’s coffeehouses. Get in touch with me if you are looking to grow your specialty food brand with online marketing!

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