Have you not yet considered optimizing your listings specifically for mobile? Mobile shopping is at an all-time high, putting increasing importance on Amazon Mobile Optimization for FBA sellers.
Of course, Amazon identified this trend in rising mobile users and is already one step ahead of the game. In addition to optimizing their website for mobile browsers, they’ve also developed a native application to provide an even greater experience for shoppers. It also happens to have the largest market share of all shopping apps, claiming 50% of shoppers in the US.
It’s likely you’re already quite accustomed to optimizing product listings for desktop shoppers. But not taking the time to make sure your listing is mobile friendly could be costing you ranking and sales.
Today we’re going to cover exactly how you can make your product listings more attractive on mobile without sacrificing your desktop experience. In fact, your desktop shoppers experience can be improved simultaneously. So let’s get going!
Amazon Products on Mobile Vs Desktop
If you haven’t checked to see how your product is displayed on mobile Amazon, you might be surprised. Below is an example of a product being viewed on Amazon’s native mobile application:
Now we’ve found the same product listing using a desktop browser:
So what are the most significant differences between mobile and desktop at first glace?
- On a desktop browser, there’s much more information displayed on the page
- On a mobile application, users see less at a glace and must scroll down to find more information
- Mobile users can see the title, review count, images and price at first glace. They must scroll down past the buy box to see other content such as product description, features or additional information.
These changes made by Amazon have been carefully thought to improve the mobile shopping experience and make purchasing as easy as possible. Let’s look at how to take advantage of this with your product listings.
Cut the Fluff for Greater Mobile Readability
Keywords are still a big player in SEO and ranking, so you certainly don’t want to cut them out. But filling out every available character with fluff or extra keywords is not wise at all.
While it can be a minor eyesore for desktop shoppers, this could easily put off many mobile users completely. Consider the fact they have smaller screens and will need to scroll through all this information.
Optimizing Amazon product listings for mobile requires a more refined approach. You’ll need to get your core keywords and popular search terms in while using concise copywriting.
Use Formatting To Improve Scannability For Mobile Users
As we saw earlier, mobile shoppers have got to actually scroll past the buy box to find any additional product information. If scrolling wasn’t enough, shoppers will still need to click through to expand each section.
The good news is if they put in the extra effort to learn more about your product, they are closer to a purchase. Once here, they could benefit greatly from easily skimmable content. Long paragraphs and sentences stuffed with keywords can quickly become a hindrance.
Now let’s take a look at how this can be achieved for your product listings.
Amazon Mobile Optimization Best Practices
1. Use Caps, Bold and Bullet Points
When shoppers want to know more information about a product, the two key sections they will check are the Description and Features.
The Features section makes use of bullet points to help draw a reader’s attention to main selling points. To help mobile shoppers you should keep this punchy, brief and hard-hitting. Focus on the unique product features and key benefits for users.
Using caps at the beginning of each bullet point is a great way to emphasize points, catch attention and improve scannability.
For the Description section, you can use limited HTML formatting to improve readability. Big paragraphs are going to put off all readers, but mobile users especially. Use basic formatting to create clear paragraphs, add bullet points and bold text to highlight key aspects.
2. Streamline Your Product Listings
To improve scannability, the first thing you should do is cut away the fluff. Can you drive home the same points using fewer words? Focus on shorter but harder hitting sentences and paragraphs.
When it comes to Features, don’t waffle about specifications. Instead, establish key product benefits for buyers. Also, include why your product should be chosen over others.
For the Description, don’t waste reading space by repeating the same points from your Features. Write a narrative style description. Tell a story about your brand to demonstrate how customers can use your products. Highlight what makes your product different and how it will enrich the customer’s life.
3. Optimize Product Titles For Mobile Shoppers
If your title is too long, you’re probably bombarding shoppers with too much information. If they are too short you could be missing keywords you could rank for.
You don’t want your title to become an overwhelmingly long sentence. Break it up into sections using commas or dashes to make it more scannable and visually appealing.
If you have a brand name you wish to build, place it at the very beginning of the title. Otherwise, you can shuffle it towards the back. In both cases, get your best keywords near to the beginning.
Amazon Mobile Optimization Using A+ Content or Enhanced Brand Content
Enhanced Brand Content (EBC) and Amazon A+ Content can offer sellers a chance to provide a greater brand experience for shoppers. If you’re a registered brand, you should definitely look into using one of these to get a greater advantage over other sellers.
Enhanced Brand Content (EBC)
EBC is available for sellers who have been approved as brand owners through Amazon’s Brand Registry process. EBC enables sellers to further modify their product description fields to create a rich branded page using images and text placements.
What you need to know about EBC for mobile shoppers:
- EBC replaces the traditional product Description
- Be careful not to go too image or text-heavy as this will still be difficult to view on mobile
- Shoppers won’t need to click through, Description and Features are already expanded when using EBC.
Amazon A+ Content
Amazon A+ Content extends the functions of Descriptions for brands that want to further express their unique voice. A+ Content is an additional section called “from the manufacturer”. Your existing Description will remain active and visible.
What you need to know about A+ Content and mobile shoppers:
- A+ Content is shown as a “from the manufacturer” section before your Description and Features.
- The “from the manufacturer” is already expanded and does not require shoppers to click through
- Description and Features will still need to be clicked through to expand each section.
Final Thoughts On Amazon Mobile Optimization
The fact that more shoppers than ever are using mobile devices cannot be ignored. Start implementing these strategies to increase product visibility and conversion with mobile shoppers.
It’s time to cut away the fluff, focusing precisely on the most important features and benefits for buyers. Sharpening your product listings will have a huge impact on the shopping experience for all buyers. Besides, mobile shopping isn’t going anywhere it’s only getting bigger!