Feasting on Crumbs: How to Leverage Small Gains and Rank Higher on Amazon (Follow the Data Ep. 26)

Feasting on Crumbs: How to Leverage Small Gains and Rank Higher on Amazon (Follow the Data Ep. 26)

Understanding the nuances of Amazon customer search is what can really help you rank higher Amazon in the most efficient way possible. Just a handful of small opportunities that other sellers might consider crumbs, really add up. Join hosts Casey Gauss and Cameron Yoder for a conversation about how to feast on the crumbs of your product markets. 

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Follow the Data Show Notes

Episode Transcript

CAMERON YODER:
Hey, everybody, what’s up? My name is Cameron Yoder, and I’m here with Casey.

CASEY GAUSS:
Hey, guys.

CAMERON YODER:
And we’re actually in – we’re actually in Las Vegas right now. We hit up a couple conferences, a couple Amazon seller conferences. And it’s been a good time. We’ve had the opportunity to meet a lot of really awesome sellers, and Casey actually spoke at one of the conferences here. And it’s just been honestly a really good time to meet some of you, and to talk to some of you, and meet some people that we haven’t met before.

And as always, it’s just good to be in the community, you know, just meeting and talking with people. Anyway, so we’re actually going to dive into more about Keyword Research, not exactly specifically the tool that we introduced last week, or the tool that we just came out with, but we’re going to talk kind of deeper level strategy behind – or basically deeper level strategy that you as a seller can use when you’re researching keywords, the mentality that you should be developing. And we’re going to talk about, again, just deeper level strategies and strategies that you can implement today when it comes to research.

CASEY GAUSS:
Hey, guys. I do want to stipulate that, you know, we are not planning on – we’re not trying to shove Keyword Research down your throat. We really just think that, you know, there are some really cool opportunities that have to do with Keyword Research just in general that we really want you to be aware of because whether you’re in a high, highly-competitive market there is still so much opportunity.

Whether you’re in a low competition market, I imagine there’s tons of keywords that you’re not targeting. So yeah, we’ll jump into just high opportunity keywords. So one, you know, so there’s always people jumping into markets that they really have no business being in, or maybe you’ve just been in this market for a while, it’s just gotten so competitive, and you’ve kind of just lost market share.

Well, there’s still, from what we’re seeing, generally so much opportunity that’s out there. So let’s take the Garcinia cambogia market, for example. If you’ve been around for, you know, more than a year you probably know this product to be somewhat of a joke, right? So there’s a ton of products out there that everybody is sourcing, and everybody knows that everybody else has sourced it at some point. These are products like grill gloves, Garcinia cambogia, turmeric, fish oil, grill brushes, garlic press; you know there’s a number of these products.

And so Garcinia cambogia, like I mentioned, is one of them, a very, very competitive market. At one point it was insanely high-volume. I think it’s still pretty high-volume, but there’s definitely some more mature players in this market. So when we go and we run keyword research we find, you know, just quickly scanning through I found 10 words, each with at least 1000 searches a month in volume, all with over 900 opportunity score.

So the one keyword for this is luxury Garcinia cambogia. There’s over 2000 searches a month for it and 990 opportunity score. What this means is – to recap the opportunity score, basically what we’re doing is for each word we’re going to look at the top sellers for this word, and we’re trying to understand do they have this word in their listing. And if so, where do they have it, and how are they using that? The reason being is we are trying to help you understand how easy it would be to rank for a particular keyword. And so to understand how ranking works on Amazon it’s important to know that Amazon is paying attention to the very specifics of keywords and how they’re used in your listing.

So the rules of indexation and the rules of ranking are different. So if you put brush in your listing you will be indexed – meaning Amazon associates this keyword for the product – you will be indexed for, you know, the singular and plural form of that just by putting one version in. So if I put brush in my listing I’ll be indexed for brush and brushes. But one thing that is – and it, you know, generally doesn’t matter where you put that. You know there are limits in terms of back-end search terms. But regardless, you know, if you put it in the bullet points, you put in the title, it all is indexing the same.

But when it comes to keyword ranking, though, this is quite a bit different. And so, you know, basically Amazon is looking at the content of a listing at the time of a sale. So as a sale goes through they’re looking, okay, what words are in the title, what words are in the bullet points, what words are in the back-end, and so forth, to then boost them up in the search results. And so what we see is that words contained within the title get more rank power per sale than words found anywhere else in the listing.

And so this is a very important thing to note. We also see that the specifics are important. So if you only had brush in your title, but you had brushes, you know, in a bullet point, then each sale that happens the word brush is going to be getting higher ranking or moving up the ranks faster than the word brushes. And so these specifics, these nuances, are very important for you to understand how to build the best listing possible and get that advantage over the competitors.

So taking all of this into account plus a bit more, all the data that we have found through our 30,000+ launches, we’ve put into this opportunity score. So we’re looking at, okay, for luxury Garcinia cambogia, how are the top-ranking products using it in their listing? Is it found in the front end? If so, where and how? And so a thousand is the top opportunity, meaning that nobody has it in the front end of their listing in any form.

So for luxury Garcinia cambogia the opportunity score is 990 with 2000 searches a month. All that to say you’re selling Garcinia cambogia, this really competitive market, but there is plenty of opportunity for you to kind of, you know, get the crumbs. Like I said, I think there’s six words or something like that that combined have over 8000 searches per month. Each one has over 1000 searches individually and an opportunity score of 900. So collectively, you know, these crumbs add up to, you know, half of a piece of bread – or half of a loaf of bread.

CAMERON YODER:
A cookie.

CASEY GAUSS:
Adds up to – I don’t know what it adds up to, but I don’t know what the analogy is, but regardless, you know, you can add up these words. So for example, luxury Garcinia cambogia, misspellings as well, assuming that they do not auto complete within their search results. But here’s a word that has over 1000 searches a month, but is Cambodia Garcinia, but reviews on Garcinia cambogia, there’s over 1000 searches a month for that. So you could just prioritize the word review somewhere in your listing, and now start getting significantly more boost in the search results and another misspelling, Carcinia cambogia.

So if Amazon isn’t auto-completing these words you can throw them in your listing, throw them either in the front end or the back end. Misspellings probably belong in the back end, but it really kind of just depends on what your brand looks like and what the misspelling is to see if you can throw it in the front end. Again, the title provides a really distinct difference in terms of rank power that it is driving. So all this is saying is even in really competitive markets there’s tons of opportunity out there. Go position your product well. Make sure that you’re doing your keyword research to really understand where are the holes – where are the gaps in the market so that I can push my product in there?

CAMERON YODER:
I just want to add a little bit to that. I think high-level sellers might take this piece of information and think that there aren’t keywords that they haven’t seen yet, that they could apply to their listing. But this advice honestly applies to all people. I mean it’s not like every single person knows every word in the dictionary, right? And just because of that, you yourself cannot determine if there’s a group of people searching a word that you don’t know about.

And because of that I would really encourage you all, if you’re low, or if you’re a beginning – if you’re a beginning seller, or if you’re an advanced seller, to go and find – do keyword research with the purpose of finding those words that you haven’t seen yet because you will find them, and all of those added up, even if they’re small, to stick with the crumb analogy, can make a whole piece of bread or an entire cookie, whatever the end result of that analogy is.

CASEY GAUSS:
Yeah, another one that we were doing some demos here at one of the conferences and people, you know, could not believe that one, people, other top sellers for these words did not have these words in the front end of their listing, and then they were blown away that, you know, some of the most popular tools out there were just missing these really, really important words.

So another high opportunity keyword, if you search trash can you will find trash cans, the plural form, with over 10,000 searches a month, 1000 opportunity, meaning no one has the plural form of can in the front end of their listing, which is just insane to me. The fact that you don’t think to throw cans, the plural form, in your listing is crazy. But there’s over 10,000 searches a month. Easily just throw cans in your title and now you get all this additional traffic without doing much work at all.

So next up I think we are going to talk about horizontal markets. So horizontal markets, again, from kind of a technical perspective can be difficult to find. So there are some popular keyword tools out there that are missing a lot of these horizontal markets, and this is something that, you know, is really important. So one example is going back to trash can, you know this word, we keep using the word but it just has amazing examples.

For example, a horizontal market would be a word where there are no root words contained within this new word. So basically what that means is let’s say we are selling a trash can, a horizontal market would be kitchen garbage, or garbage bin, or waste bin, because you do not find trash or can anywhere within the word. And so there’s tons of these horizontal markets. They can be difficult to find. Another example would be, you know, let’s say you’re selling a first-aid kit and trauma bag would be that example for you. There’s so many of these horizontal markets. Again, make sure that you’re hitting them. A lot of tools that have existed on the market have not been doing us a good job of finding them. But there’s a ton of opportunity out there.

Next up, so this is talking more specifically about Keyword Research, our tool, but we do want to highlight some benefits of the integrations. This is one thing that, you know, I’m just really excited about. But I guess I get excited about a lot. So one benefit of Keyword Research being now integrated within Market Intelligence is too often we see someone going after a very, very niche market, and the sales on Market Intelligence look amazing.

So if you were – but you don’t really know in reality what keywords are driving those sales. So on Market Intelligence or any tool that, you know, this Chrome extension or whatever that’s showing you estimated sales, these sales are for the product as a whole independent of what words it is not ranking for and where. So people can get confused pretty easily.

So if we look at the water bottle market, let’s say someone searches 32 ounce insulated water bottle, and they think you know, the sales look amazing. The top seller is selling $230,000 a month, the third ranking product 100,000, and you know, 26,000 and 40,000 in between those. So it looks like sales are amazing, but if you look at the search results that are now showing within Market Intelligence you see there’s only 378 searches over the last 30 days for this.

So that is a clear indicator that wow, if there’s only 378 searches this revenue cannot be coming from this keyword. So then if you go and you look at insulated water bottle, what you’ll find is okay, there’s a lot more searches, almost 29,000 searches over the last month. And you can, again, see the revenue. If we were to go to water bottle I would imagine we would see a lot of these same products showing up and obviously much, much higher search volume. So basically what we’re hoping to do here with Market Intelligence is just to help you understand that you should, when doing your product research, you should be looking at the main keywords that are driving the sales. And what is the best indicator of that? That is search volume. Cam?

CAMERON YODER:
Yeah, I just want to maybe say this in a different way because I think without a visual picture it’s a little hard for listeners maybe to picture something like this. But I just want to give a picture. Again, let’s stick with the insulated water bottle. So you search 32 ounce insulated water bottle, and you see – you’re pulling up all the results and you’re looking at sales information, so monthly revenue, right? So if you pull up 32 ounce insulated water bottle, and I’m a seller looking to maybe get into the insulated water bottle market, I’m going to see all these huge, huge monthly revenue numbers, right?

And I’m going to think, well shoot, everyone is killing it in the 32 ounce insulated water bottle space, so I’m going to source insulated water bottle – or 32 ounce insulated water bottles. What I don’t know, however, is if those sales are being attributed through other keywords. In other words if someone else, or if other people are buying these insulated water bottles through a more primary keyword, such as insulated water bottle, or water bottle in general. So what I need to do is make sure that people are searching for that specific term or that specific market. And in some cases like this people can easily get tricked into buying a very specific product.

Maybe it’s something that’s a little bit of a longer tail keyword and they think it’s a great market when in actuality it’s actually those sales are being attributed through another keyword. And finding the primary keyword is going to give you a more accurate picture of that market, and it’s going to give you a more accurate picture of maybe what you’re stepping into, to either validate that idea or save you from stepping into a market that will underperform, basically.

CASEY GAUSS:
And last topic, integrations with product discovery. So this is something that I have been dreaming of for a while, and especially when I realized that we would be able to integrate keyword research data with product discovery. And this is – it’s because you cannot do this literally anywhere else in the world, and that is find underserved markets on Amazon. So what, you know, we did a webinar last night and we were walking through some examples, and you know, it just made perfect sense.

So basically what we mean with an integration with product discovery, which is a product finding tool, you know, we’re tracking coming up on 100 million products on Amazon. We’re tracking millions of keywords, brands and categories to help you identify, you know, great product ideas, great product opportunities, brands that are killing it so you can emulate their success or find, you know, what tactics or driving such.

Anyways, so if you go to the keyword search type in product discovery you can now put in search volume exact, and the search volume, again, is coming from Keyword Research, and here’s where this gets really cool. So basically by having search volume and sales volume we are able to find markets that are underserved. So what I mean by underserved is people are, you know, searching, you know, bachelorette or bridal shower gifts, let’s say.

So they’re searching bridal shower gifts, and they go there and they’re not finding anything that they want, and so they just end up not purchasing something. The opportunity here is for you to find these markets where people are running tons of searches but no one is buying because they aren’t finding what they want. And this gives you validation to understand people want this, no one’s finding – you know, there isn’t a good option available, so I can bring something totally new to the market that satisfies this need.

So one like amazing example that Cam has ahead, or up on the screen right now, is gender reveal. So people are searching gender reveal, and there’s over 25,000 searches a month for this, and there’s only $6000 in average revenues. Gender reveal party supplies, 33,000 searches, and the average product is doing $4,900 a month. So there is a ton of search volume. There’s very low revenue coming in on these products, and that is just one keyword.

If you were to go add up all of the keywords that were related to gender reveal, gender reveal party supplies and you were to look – because the revenue stays the same. The search volume just continues to add up. So anyways, these products are doing, you know, $5,000, $6,000 a month on average, but collectively you know there’s got to be well over, you know, 75,000 searches a month. So just a ton of volume, and basically people just are not buying what they, what they’re seeing.

And so this, you know, go see what’s out there. Obviously people are not super happy. Maybe read some reviews to see what people are really looking for. Go do your research. Go see what you can source, and then bring that to market because you know people are looking for these products. They’re just not finding what they’re looking for.

CAMERON YODER:
Yeah people, so people – it’s been very interesting for us to be in Vegas and to be talking to people here just about keyword research in general, not specifically about our tool, but talking to other people and how they use keyword research tools. It’s very interesting for them to use them to find untapped – or to find product ideas, right? So they’re using Keyword Research, other research tools, to find product markets. They’re using the tool for the purpose that they weren’t intended for, right?

And so they’ve asked us – people have asked us about, well should I use Keyword Research? Or can I use Keyword Research to find other markets that I am not in right now? And the answer is yes, you can because other markets are going to pop up. Like if you search trash can, something specific like another horizontal market will pop up or something like it, like mesh bin or something like that. That includes another marketplace for you to jump into. But the integration here with product discovery allows for full search of new product markets that you’re not in yet using Amazon keyword search volume.

So Casey, where we touched on searching for markets that have a high search volume and low sales because that’s indicative of a lot of people searching for a product but not buying, which is indicative of a market that people are not happy with necessarily, or an opportunity for you to make a better product in. On the other hand, let’s say you flip the – so we set a minimum search volume, and we set a max sales number, right, to limit the amount of sales that are popping up for these keyword markets.

Let’s flip that a little bit, and let’s search for markets that have a minimum search volume. So we’re searching for markets that have a high search volume, and we’re searching for markets that have a high revenue, whereas before we were capping the revenue. Now we’re finding markets that have a ton of sales, right, and a ton of search volume. At the same time we’re going to throw in one more metric here. We’re going to cap out the review count.

So we’re searching for markets that have high number of sales, high number of searches, but a capped out number of reviews, something like 100. This, this is a small – and I’m just keeping it simple for podcast’s sake, but this then is indicative of markets that are getting a lot of searches and a lot of sales but are still young, right, so the markets that are still opportune for entry, basically if a market has a lower number of reviews but a high number of sales that’s a better chance of you entering in and competing.

Well this pulls up markets that a lot of people are searching for, that a lot of people are buying in, but that not many other people are competing in, something like that. Our goal with this is to really challenge the mentality of people when it comes to keywords, when it comes to research, when it comes to product research and just keyword research in general. So I would honestly, honestly encourage each of you to begin to question the way that you think about keywords and begin to question yourselves with what you’re looking for, how you’re looking for it and maybe even how you can optimize your processes and your listing optimization.

Well, everybody, we wanted to – we want to thank you so much for sticking with us. We hope that you found some value with this, especially when it comes to just thinking about processes in a different way. That’s what we want to do. We want to challenge sellers to better themselves. We want to challenge sellers to improve and scale their businesses and honestly have fun while doing it. So we thank you so much for tuning in.

Thank you so much for listening. Again, if you have any questions feel free to send us an email, hit us up on Facebook. We would love to hear your feedback on the podcast or just any general questions that you have. Whether it be something about researching keywords or researching markets, we want to hear from you. So hit us up. Thank you so much. We do this for you. If you said hey this weekend, thank you so much for stopping by and saying hey. Hopefully we will see you all sometime in the near future. Anyway, thank you guys so much. Until next time, remember, the data is out there.

3 Crucial Scores for Your Amazon Keywords

If reviews are the currency of Amazon, then Amazon keywords are the lifeblood.

Without the right keywords in your listing, you miss out on thousands of potential sales each month. But by including your most relevant keywords, you can capture every possible impression driving thousands more in revenue each month.

Viral Launch Keyword Research, the most accurate Amazon keyword research tool on the market, provides you with a list of your product’s most relevant search terms. With one simple search, you can quickly find your most important keywords alongside search volume taken straight from Amazon.

Still not sure how to do keyword research for Amazon? Keyword Research provides all the metrics you need to determine how to best use each term. You’ll see exact and broad search volume, search volume historical trends, CPC suggested bids, dominant categories, and three important scores.

These scores include Relevancy Score, Priority Score, and Opportunity Score. Each of these metrics rates the keyword on a scale of 1 to 1,000 and will indicate, in different ways, how to best utilize the keyword for your product.

Relevancy Score

Relevancy Score is what allows Keyword Research to provide the most relevant Amazon keywords for your product of any keyword tool on the market.

Relevancy Score is a scale between 0-1000 that rates how relevant each keyword is to your seed keyword. To determine relevancy, Keyword Research runs a massive Reverse Market Lookup. This is similar to a Reverse ASIN Lookup, but bigger and better.

Essentially, we’re looking at the top-selling listings across your entire product market to ensure we’re capturing all your most important Amazon keywords and running multiple reverse-ASIN lookups. This ensures you don’t miss any crucial keywords for your market. And as a result, we gather a large pool of hyper-relevant keywords for your product.

The downside to a Reverse ASIN Lookup, as opposed to a Reverse Market Lookup, is that it only finds indexed words for one single competitor. That means you could miss some really crucial words for your product. In contrast, a Reverse Market Lookup finds the most comprehensive list of indexed words from all of your top competitors.

Next, we take that comprehensive pool of keywords and run it through our sophisticated Market Relevance Calculation. This proprietary process weeds out irrelevant terms and gives you a list of hyper-relevant Amazon keywords. From that Market Relevance Calculation, we rate each term based on its importance.

For example, garbage cans has a fairly high Relevancy Score, meaning it is very closely related to the seed term according to our Market Relevance Calculation.

 

Using the Relevancy Score

  • Place highly relevant keywords in your title and/or bullet points
  • See which keywords most directly relate to your product
  • Determine which keywords your top competitors are using most frequently

Priority Score

Priority Score is a scale between 0-1000 that rates a keyword’s importance based on relevancy and search volume. To arrive at this score, we look at the term’s Relevancy Score and factor in the search volume. A highly relevant, highly searched term will have a high Priority Score. But a less relevant, less searched term will have a low Priority Score. The higher the Priority Score, the more important the keyword, when it comes to optimizing a listing.

For example, trash can has a high Priority Score, meaning it is highly relevant to the seed term coupled with relatively high search volume.

High priority words should be placed in a product’s title, whereas mid-priority keywords can be placed in the bullet points, description, or backend. When using Keyword Research to optimize your listing, we suggest sorting your resulting terms by Priority Score to ensure you’re seeing your product’s most important keywords first.

Using the Priority Score

  • Place high priority keywords in your title
  • See which keywords have the most sales potential with a good combination of relevancy and volume

Opportunity Score

Opportunity Score ranks Amazon keywords on a scale of 0-1000 to show you terms with low competition and high opportunity to rank. A high Opportunity Score means the term has not been integrated into the front end of the top performing listings that are ranking for that keyword. A low Opportunity Score means the term has been integrated into many of the top ranking listings.

For example, garbage cans and trash cans (both plural) have very high Opportunity Scores, meaning the top products are ranking for these two terms without even having the phrases in their title, bullet points or description. In other words, the top-ranking products for these keywords are neglecting this term, which will make it easier for you to rank with the keyword in your title or bullet points. And combined, there are over 15,000 searches per month up for grabs!

Trash can (singular) has a low Opportunity Score, meaning most of the top products are prioritizing this phrase by using it in their front end.

For high opportunity Amazon keywords, there is a lot of potential to rank by simply adding the word to your listing’s title or bullet points. For example, in a search for bluetooth headphones, you’ll find the term “audifonos headphones” with over 33,000 searches per month and an opportunity score of 1,000.

This means none of the top ranking listings for audifonos headphones actually have that term in their title, bullet points, or description. Your opportunity to rank here is high because the top ranking listings are not prioritizing this keyword at all. No other keyword tool offers this kind of strategic insight

And as an added bonus, high opportunity Amazon keywords are less competitive, so these markets also tend to have lower quality listings. So if you’ve got great reviews and good photos, the addition of a single keyword could mean increased impressions and high conversion rates, bringing in thousands more dollars in sales every month.

You can also use Opportunity Score in conjunction with Suggested CPC Bids in order to find high opportunity, low-bid terms to target.

Using the Opportunity Score

  • Place high priority keywords in your title or bullet points for easy ranking
  • Find hidden-gem keywords that your competitors are neglecting to use
  • Bid on high opportunity, low-bid keywords with Sponsored ads for low competition

Prioritizing Your Amazon Keywords

Because keywords are the foundation for how your product is discovered by Amazon shoppers, it is crucial to include the right terms. On top of that, it’s important to know how to best prioritize them.

Your title is the most important element of your listing’s copy, so include highly-relevant, high-priority and high-opportunity keywords. With each sale, the words in your title are fair game for a ranking boost.

Your bullet points are secondary and should be used for your remaining important keywords, along with additional mid-level terms.

Your description and backend keywords are great places to include long-tail keywords so that you can be found for anything a shopper searches relating to your product.

Whether you’re researching a market in conjunction with the Viral Launch product research tools or you’re seeking relevant Amazon keywords for your current product, Keyword Research shows you all of your related terms with just one simple search. And with the Relevancy, Priority, and Opportunity Scores, you can ensure you’ve got the most comprehensive understanding of your product’s Amazon keywords.

TRY KEYWORD RESEARCH

Announcing Keyword Research, the Most Accurate Keyword Tool in the Galaxy

Having the right keywords in your listing is absolutely essential to being successful on Amazon, and that means keyword research is a crucial aspect of your strategy.

Whether you are just dipping your toes into the Amazon marketplace with your first product or are a veteran seller expanding your brand with new items, you can’t afford to get the keyword part of the success equation wrong.

Keywords are a huge factor in the visibility of your product. The keywords in your listing index your product within Amazon’s catalog. Then once sales are applied, your listing can attain keyword ranking.

In this way, keywords are responsible for getting your product in front of as many potential customers as possible. If your product isn’t visible in search results when customers are looking for it, they won’t buy it. Most listings don’t feature critical keywords that can collectively cost sellers thousands of dollars in missed sales.

The problem is that until now there hasn’t been a proper tool to help you easily determine which keywords are most relevant for your product. Existing tools provide pages of keywords that take hours to comb through and field results like “Baby reading glasses (19,500)” and “High heels for dogs (52,500).”

You could take a chance with those tools and miss important keywords, or you could use the newest Viral Launch tool, Keyword Research.   

We’re excited to announce the launch of Keyword Research, our latest software tool, and the best Amazon keyword research tool in the galaxy.

START SEARCHING

Using an extremely sophisticated set of algorithms, Keyword Research delivers a panoramic, comprehensive list of your market’s most relevant search terms with accurate search volume estimates based only on actual Amazon data. 

Keyword Research

Keyword Research for Amazon helps you easily decide which keywords and keyword phrases to place in your title, bullet points, description, backend search terms, and sponsored ads. It allows you to see the most relevant keywords, accurate search volume data, and historical search volume trends. You can also access an Opportunity Score and Exact CPC to identify keywords with high relevance and low competition.  

No more time wasted on bad keyword results, no more fear of missing out on crucial keywords, no more doubt about keyword relevance, no more missing potential sales and revenue.

How do we do it?

Relevancy

We start off by scouring the deep reaches of Amazon for an exhaustive list of customer search terms related to your keywords by running a Reverse Market Lookup. Think of it as a master reverse-ASIN lookup that reaches across all your Amazon markets, taking all your top competitors into consideration instead of just one listing.

The result is an enormous pool of keywords related to your product, including horizontal keywords. Horizontal keywords represent your seed keyword without overlapping it, providing exponential advantage to your listing.

For instance, “strainer” is a horizontal keyword phrase for “collander.” In order to ensure that each result is relevant for your product, we use our Market Relevancy Calculation which is a sophisticated set of algorithms that determine the relevancy of each keyword we’ve come across in our reverse-market lookup. You can easily sort by Relevancy Score to see your product’s most relevant keywords first. 

Search Volume Based Only On Actual Amazon Data

Keyword Research utilizes our industry-leading search volume estimates based only on actual Amazon data. Estimates are updated multiple times a week so you see fresh numbers every time you search. We also provide exact and broad match data to show you the potential impact of a keyword. 

You get a list of the most relevant, high volume keyword searches on Amazon for a bird’s eye view of your keyword’s market footprint.

Historical Search Volume Trends

When researching keywords and choosing the right ones to promote your specific product, it’s important to know where those keywords are in the market and where they’ve been. Keyword Research allows you to see the full market context around a keyword so that you can get a feel for how that keyword’s performance could ebb and flow in the months to come.

Look at exact match and broad match historical search trend graphs to see if a keyword is growing or declining in popularity. Historical data gives you yet another edge over your competition.

Advanced Features

If you’re looking to really increase your competitive edge, you might want to consider the Advanced subscription, which includes Opportunity Score and Sponsored Ad Bids. Opportunity Score ranks keywords on a scale of 0-1000 to show you markets where the exact keyword phrase has not been integrated into the front end of the top performing listings. Essentially, you can conduct keyword popularity research just by sorting by Opportunity Score. 

Because high opportunity keywords are less competitive, these markets also tend to have lower quality listings. If you’ve got great reviews and good photos, the addition of a single keyword could bring in thousands more dollars in sales every month. Sponsored Ad Bids allows you to see bid costs so you can better understand competition level for every keyword on your list.

Both features help you target keywords that have an established, positive performance record in your market and pass on keywords that have been volatile. You’ll spot high-opportunity, low bid, and trending keywords to put your product on the cutting edge of customer search.

Integration with All Viral Launch Subscriptions

Keyword Research seamlessly integrates with Market Intelligence and Product Discovery so you can see keyword insights no matter what Viral Launch tool you’re working with.

Product Discovery, the best product finder in the galaxy, lets you input your dream product’s sales revenue and review metrics to get a customized list of the potential products that fit your business aspirations. Filter to find markets that receive many searches but few sales. With the integration of Keyword Research, you can filter your results by Search Volume when searching for products via Keyword.

Market Intelligence, the most sophisticated Amazon product research tool and sourcing software in the galaxy, helps you validate product ideas so you source only money-making products. With the most accurate sales data estimates and product trends, Market Intelligence now also provides you with search volume for the market you’re exploring.

 

See Keyword Research in Action

Keyword Research brings you our industry-leading search volume estimates no matter which Viral Launch tool you’re using, so you can put your product on the cutting edge of customer search and beat out the competition.

Whether you’re just starting to research products, already have your product sourced and ready to go, or are coming up with your next money-making product idea, the Viral Launch suite of tools is here to serve you.

Never miss another keyword. Target the exact phrases customers are typing into the Amazon search bar, and get the most comprehensive and accurate keyword report in the galaxy when you subscribe to Keyword Research. 

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International Amazon Listings: The Importance of a Native-Speaking Copywriter

Amazon is making it easier to enter international markets every day.  As Amazon expands into new countries, it allows third-party sellers to create international Amazon listings.

And while entering an international market is a great opportunity to increase your profit, you have to make sure you are taking the correct steps to reap the most rewards.

Have Well-Written International Amazon Listings

It’s no secret that an international Amazon product listing will have to be written in the appropriate language. After all, you can’t expect a product to sell very well in Italy when the listing is written in English.

Though it might seem reasonable to hop onto Google Translate and use those results on your listing, you may be setting yourself up for failure.

Invest in Copy Written by a Native Speaker

Think of all that goes into writing well-crafted copy for your product listing. You need to:

  • Know all the relevant keywords for your product
  • Understand Amazon SEO
  • Write copy that resonates with your audience and converts to sales

Now imagine attempting to write these listings in a language you don’t know.

Choosing a native-speaking copywriter will give you a more polished and professional listing with better ranking and conversions.

The Dangers of Poorly Translated Copy

If you’re going to go through the work of expanding your Amazon store internationally, don’t do the work halfway. 

Amazon SEO, which helps ensure your products are easy to find, has some guidelines that need to be followed, and language may affect the SEO guidelines. And missing something small, like an accent mark, can completely change the indexation of keywords.

Additionally, keywords will be different in each country. “Moscow mule mug” may be the appropriate keyword for a U.S. listing, but citizens of other countries may have completely different names for that specific drink, or call “mugs” “cups.” That means the direct translation may not be the best keyword for a listing in Spain or France, for example.

For a better understanding of the differences, consider what Americans call a car trunk. In the U.K., that’s referred to as a boot. An American sweater is a British jumper. A cookie is a biscuit. A grilled cheese sandwich becomes a cheese toasty. Fries are chips.

And those are all English. Imagine the dialect differences in other languages.

Don’t Use Google Translate

Google Translate or similar translation software may be a tempting option, but it’s not likely to give you very accurate (or well-written) options.

Languages are complicated, and many aspects, such as dialect, can change what a phrase will literally translate to. The target keywords won’t necessarily be part of the translation, costing you valuable traffic. It’s best to trust a native speaker who can translate the meaning of a sentence, not just the words.

Optimize Your International Listing

Worried about finding an international copywriter? Don’t fret: Viral Launch now offers International Listing Optimizations. Now you will have access to quality, native copywriters to set your international listing up for success.

International Listing Optimizations are available in the following languages:

  • Italian
  • Spanish
  • German
  • French
  • Japanese
  • English (UK and Canada)

You can create optimized listings for Mexico, Spain, the U.K., Canada, France, Japan, Italy, Germany, and the U.S.

And this investment is affordable, at just $297.

Bring in as many sales as possible by putting time, effort, and investments into your international store. Be sure to invest in well-written international copy as well.

How to Use (Free) Split Testing Software to Increase Amazon Sales

Viral Launch offers FREE split testing software to increase your product’s profitability.

 

If you could make thousands of dollars more each month by changing your price, would you?

Consider these questions:

  1. How did you choose which price to set for your Amazon product?
  2. How did you choose which photo to use as your listing’s main image?

If you’re just guessing which price point and which image set is best, you could be missing out on (literally) thousands of dollars.

Up until this point, you’ve had to guess which listing elements are most profitable because third-party software is expensive, and you’re on a budget. You haven’t had a cost-effective way to determine how to best optimize your listing elements… Until now.

Listing Dojo by Viral Launch is free split testing software. Yes, you read that right.  Free, no strings attached. Our powerful set-and-forget platform allows you to determine which price point, images, title, and description make your listing the most money!

 

What is Split Testing?

Split testing compares multiple versions of a listing, through controlled experiments, with the goal of improving a metric, such as clicks or conversions.

Split testing is also known as A/B testing, but Listing Dojo provides more like A/B/C/D/E/F/G testing. In other words, you’re able to test unlimited variations of each listing element! This way, you can be sure you have the most optimized listing possible for your specific market.

Amazon split testing is one of the most underrated ways you can increase your listing’s profitability. Decreasing your price by a dollar or two could increase your sales by 10-40%!

What price point will drive the most clicks and sales? What main image will more people click on, and what image set will convert the best? Listing Dojo confidently answers these questions with hard data, taking the guess work out of it.

How to Split Test Your Amazon Listing (for Free)

  1. Sign up for a free Listing Dojo account

Signing up for Listing Dojo is quick, easy, and free. You’ll provide some basic information and authorize your Amazon Marketplace Web Service (MWS) account. This access will allow Listing Dojo to pull your product catalog, make updates to your listing, and pull sales reports. If you’d like to see clicks, sessions, units ordered, and total orders data, Listing Dojo can provide it all through gaining access to business reports in Seller Central.

From there, you can access your accounts, and you’ll see your products right there, ready to go.

  1. Select your test element

Choose which listing element you’d like to test: price, images, title, or description. If you’re not sure where to start, we suggest testing your price first, as it is the simplest to test and can have one of the largest impacts. After price, we recommend split testing images.

Testing content (title and description) can be tricky, as this involves re-indexing and can have a negative impact on sales. This is a viable option if you’re just getting started, but once you find what works for your content, we suggest sticking to it and running a launch to boost relevance for that keyword structure.

  1. Create your campaign

Select the number of days each variable will run. You can choose from 1-31 days. We typically recommend running each variable for 7 days, as this covers every day of the week to eliminate as many outside variables as possible. Then, input your independent variables. We test a single element at one time, meaning we won’t test price and images simultaneously. This allows for cleaner metrics about which item caused the gain or loss.

  1. View campaign metrics

Each time one variable finishes testing, you’ll get a metrics report. This will detail exactly how that variable performed, including the baseline, which is what your listing is set at before running the campaign. Listing Dojo will show the data in two different ways: a side-by-side comparison, and a detailed performance of each tested price.

Comparison Chart

On the Comparison chart, you’ll see the following Sales metrics for each variable:

  • Gross Total: the grand total of all transactions
  • Gross Organic: the grand total of all full-price transactions (excludes promotional sales)
  • Net Total: gross sales minus fees and promotions
  • Net Organic: gross full-price sales minus fees and promotions (excludes promotional sales)

The Activity tab shows the average daily activity of different listing prices, including:

  • Page Views: total visits to your listing.
  • Sessions: visits to your Amazon listing by a customer within a 24-hour period. *A user may view your offer pages multiple times within a single time period, resulting in a higher number of page views than sessions.
  • Units Ordered: number of units ordered.
  • Total Order Items: the total number of orders for the given product.

Finally, in the Conversions tab, you’ll see the average daily conversion rate of the different variables. Conversion rate is the Total Order Items/Sessions.

Note: to view the metrics in the activity and conversion tabs, you’ll need to give us Seller Central access.

Performance Charts

Listing Dojo will show a performance chart for each tested element, including the baseline. You will see the order of the tests, the tested variable, the days tested, and comprehensive metrics. The metrics will be the same as those in the comparison charts, but they will be categorized by test element.

An additional metric included in the performance charts is the Change column, which shows the dollar or percent change in each metric from the baseline. These changes will be positive or negative and will give you insight into which test variable performed the best for each metric.

These charts are incredibly valuable for sellers looking to increase clicks and conversions! You’ll know exactly how each test element performed, which will allow you to determine what variable makes your listing the most profitable.

  1. Make more money

Implement your most profitable listing variations from your split testing, and watch the money roll in.

Why You Must Split Test Your Listing

It’s insane value for absolutely free. Viral Launch offers Listing Dojo at no cost. You could be making hundreds to thousands more profit each month… Why not test it out and see – for free?

Train your listing to be more profitable with Listing Dojo. It’s easy setup and easy money. So get to it!

 

Split Test your Amazon listing.

 

Have you done your own split testing? What are your findings? We’d love to hear from you in the comments below!

6 Amazon Keyword Research Tips from a Listing Specialist

What is keyword research?

Keyword research is the process of finding and collecting relevant words and phrases that online shoppers use when looking for your product. 

The key to a great listing is great keyword research. There are plenty of tools out there that boast their expertise in finding you all the keywords you need for your product, cutting down the time you need to spend on keyword research and making you money by improving your listing. It sounds too good to be true, right? And that’s because it is. You’re not going to be able to find all the best keywords in the same place.

The best way to find the highest volume of relevant keywords that will help you to index, rank, and increase your product’s visibility is to do good, old-fashioned, multi-source keyword research. Great keyword research is not something you can afford to skimp on if you want your product to be successful and can be the difference between making hundreds of dollars or hundreds of thousands of dollars. Here are some of the techniques that we use to write incredibly powerful Amazon listings:

 

  1. Start with a Tool

Tools aren’t perfect, but they are a good place to start. The main keywords for your product will be obvious. Just ask yourself, “What is this product?” If it’s a ball pump, that’s likely your main keyword. If it’s a dog treat, that’s probably your main keyword. Start with that basic word or phrase and feed it to one of the many Amazon Seller keyword tools. Then take the list of keywords that your tool spits back at you, and begin to comb through, taking out words that do not apply to your product.

Keyword tools are great at producing volume, which feels impressive, but there is only so much space in a listing with restrictive character limits. And even if you do stuff your listing full of these tool-generated keywords, the question is: are those keywords relevant to your product and are they ultimately helping your listing?

Unfortunately, from my experience testing out different keyword tools, the answer is no.

For example, if you search for keywords related to ball pump with Scientific Seller, some of the keywords that it suggests are “ballet, shoes, women, thrower, and tent.”

These keywords might be relevant to your product if it comes with women’s ballet shoes or a tent. No judgment. But that’s what you have to determine as you go through the keyword research results that you get from your tool. You’ll probably need to tweak your searches, doing some broad keywords and more specific phrases, but no matter how you do it, you’re going to have to audit your list for quality.

 

You’ll see the same kind of noise with all of these tools: Merchant Words, Magnet, Google Keyword Planner, and the list goes on. Even still, a tool can speed up your keyword research by providing you with a long list of words that appear around your main keyword. That said, there still isn’t anything that compares to the human brain in distinguishing between relevant and irrelevant keywords for your product.

Make sure to search more specific variations of your main keyword. If your product is organic, try “organic dog treat.” If it’s made in the USA, search “dog treat made in USA.” If it comes with a free toy or doubles as a toy, look up “dog treat toy.” Once you’ve explored these variations and have a robust list, start looking at your competition.

 

  1. Poach Your Competitor’s Keywords

With a solid start to your keyword research, it’s time to check out your competition. I’m not talking about reverse ASIN lookups. This is another alluring solution to cutting down on keyword research time. The problem with reverse ASIN lookups is that you get no competitive edge if you only take your competitor’s’ keywords. You have to take that and more to really push your product above the rest.

Looking at competitors is a good way to fill in gaps in your research. For example, let’s say you searched for dog treat, doggy treat, organic dog treat, dog treat made in the USA, and dog chew, using your keyword tool. You probably missed a few keywords that apply to your product.

Just by scanning the titles of “dog treat” search result page 1 competitors, you might see words like “natural, healthy, flavored, grain free, training treats, gourmet, smoked, delicious, and tender” Add the keywords that apply to your product to your list.

It can be tempting to go for sheer volume when you’re researching, but be intentional about only adding keywords that relate to your product. For example, if your dog treat is a crunchy treat, don’t use words like “jerky” or “soft.” Your listing may index or even rank for those keywords, but you won’t convert well.

If your product isn’t something that shoppers are searching for, try to find contested keywords with a mix of products in the page 1 search results and add them to your keyword research list.

 

  1. Venture Outside of Amazon

Now that you’ve rounded out your keyword research with keywords from your top competitors, it’s time to broaden your research to other e-commerce platforms like Jet.com and Walmart.com. I like to check Google’s Shopping section in my keyword research as well. You’ll find many of the same products on these sites. Sometimes they use slightly different keywords, and sometimes there are completely different products with their own unique keywords.

Sticking with the dog treat example, I picked up “pet food, chewing, habits, basted, biscuit, vitamins, minerals, freshen breath, real, ingredient, and chewy.”

Depending on the product, I’ve found this step in my keyword research to be either extremely beneficial or very redundant. Either way, it’s always worth checking. Even just finding a few unique keywords to add to your listing can improve sales month over month. Make sure to search multiple variations of your product’s main keyword or keyword phrase to get the best showing of your online competitors.

Once you’ve covered all your bases on the high-level keywords, it’s time to burrow down into the more specific and more technical keyword research.

 

  1. Use What You’ve Got

Make sure to include your product’s ingredients or materials in your keyword research. Look for common abbreviations or nicknames associated with each component, and research the associated benefits to understand the different ways that your product helps your customer and the different features shoppers might be looking for.

Make sure to add any conditions that your product or your ingredients address, but be cautious with including diseases. Keywords like “heart disease” or “cancer” are sometimes flagged as faulty claims.

 

  1. Utilize Sponsored Ads

Sponsored Ads, or PPC ads, can be another great tool for keyword research. With Automatic ads, Amazon shows your product as a sponsored ad for what it considers to be relevant keywords based on your product’s information. After an Automatic Ad campaign, you can download a keyword report and figure out which keywords your product performed best for.

To start an Amazon Sponsored Products campaign with Automatic Targeting, head to Seller Central > Advertising > Campaign Manager. When creating the campaign, set your daily budget, which is the amount you’re willing to spend in one day, and your bid, which is the maximum amount you are willing to pay when someone clicks your ad.

Run your Automatic campaign for a couple of weeks, and then download the keyword report, which can be accessed in Seller Central under Reports > Advertising Reports > Search Term Report. Once you’ve got the report, you can view the keywords that Amazon ran your ad for, the number of impressions (or views) the ad got, the number of clicks on the ad, and the number of orders made on that ad.

You’ll want to prioritize keywords with high conversion rates in your listing, and you might even want to run through your keyword research routine again with a new focus on these high conversion keywords. High conversion means that for the customer search term entered, your ad got a lot of clicks and orders relative to the number of impressions. For keywords with relatively high clicks but not many orders, you’ll want to consider why shoppers clicked but didn’t buy.

Using Automatic ad campaigns is a quick and fairly simple way to uncover new search terms and determine keyword relevance.

 

  1. Read Related Blog Posts

To round out your collection of technical keywords, look to long-form content like blog posts and product reviews. Especially when researching for backend search terms, related blog posts are a great source of low-volume technical keywords that can help you index for a wider variety of searches, increase your organic sales, and improve your overall rank.

I find buyer guides to be the most keyword-rich, especially for more specific language. In order to appeal to the well-informed and uninformed shopper alike, you’ll want to include simple keywords as well as specific “buzzwords” that shoppers may have encountered in their product research.

I usually find good quality content by searching things like “Which X to Buy” or “Best X for Y,” where X is the main keyword for the product and Y is a condition that the product offers a solution to.

 

Summary

If you follow this tried-and-true keyword research process, you will find a wide variety of relevant keywords that are specific to your product and that can help you to index, rank, and convert. The more honest you are about your product, starting with your keyword research, the more closely your product will match a shopper’s expectations and the more likely you are to convert.

Keyword research is so foundational to a successful listing. It’s worth spending the time to hunt down a diverse collection that will help increase your product’s visibility.

If you’re managing multiple products and don’t have time to go in depth with this kind of keyword research, Viral Launch is always here to lend a hand. Call a coach today to find out how a listing optimization can help your Amazon business.

9 Common Launch Mistakes to Avoid

What is the key to success on Amazon? It’s a pretty simple process when you break it down: source a great product, set up a listing to convert, and get in front of shoppers. Here at Viral Launch, it’s our goal to help you succeed every step of the way. To get your product in front of shoppers, one service we offer is called product launches, which increase your visibility on Amazon and put you in a position to sell.

We run over 200 launches each day, and we’ve seen some awesome successes and some unfortunate failures. To help you learn from past mistakes, we’ll share 9 common launch mistakes to avoid when running a promotion with Viral Launch.

Watch our How to Launch course to set yourself up for success.

 

What is a Product Launch?

When it comes to achieving rank on Amazon, sales are king. With Viral Launch promotions, we drive sales to your listing through product giveaways. We do this to promote brand awareness, which passively increases keyword ranking. For a launching period of up to 12 days, a seller will give a number of discounted units, typically for 85-95% off, targeting a specific keyword. As these sales are attributed to the keyword, the listing will move up the ranks. The goal is to reach page one, increase the product’s visibility to shoppers, and ultimately increase organic sales!

One-time-use coupon codes, coupled with a Max Order Qty. of 1 allow buyers to purchase one unit at the discounted price. At a pre-determined launch time, the product goes up on our buyer site, where everyday Amazon shoppers grab their favorite coupon for the day. The shopper is sent to your product on Amazon and purchases with his or her coupon.

The launch results typically take a couple of days to take effect, but you should start to see a change in rank anywhere from day three to day seven of the launch. Once you’re ranking, after the promotion is completed, it’s up to the listing and reviews to convert well to maintain rank. If you’ve got a fully optimized listing with great photos, a great price, and a competitive number of reviews, you’ll be in the perfect position to outsell your competition – woohoo!

Check out our Amazon How to Launch course, which will walk you through how to set up a launch step-by-step.

 

9 Most Common Launch Mistakes

We’ve run over 14,000 launches and have seen countless launch mistakes. Big… Small… We’ve seen them all. Here are some common errors to avoid when setting up your launch in the Launchpad.

 

1: There Was No Consultation with a Seller Coach.

Access to a Seller Coach is a free resource to sellers who want to utilize Viral Launch services, and our Coaches are experts in all-things Amazon. When sellers do not consult with a Seller Coach, the results are typically not as great, simply because Coaches know how to best optimize a launch. Our coaches have experience and data from thousands of launches and have seen plenty of successes and failures. A coach will work with a seller to analyze the product listing and determine an effective launch strategy, specific to that product. A launch will be most successful with the guidance and recommendations from a Viral Launch coach, so we definitely recommend getting in contact with the team! Email launches@viral-launch.com for a coaching consultation.

 

2: The Launch is Too Short.

We recommend launching for no less than 7 days…we’ve found it’s the sweet spot. A 3 or 4 day launch likely won’t establish the necessary sales history to increase your product’s ranking. On the other hand, a 10 day launch may require that you give away more units than necessary. With a 7-day launch, you’ll build up some credible history without giving excessive amounts of inventory.

 

3: Not Enough Units are Being Given Away.

To rank on page one for a target keyword, a seller must match or exceed the sales of the top sellers. When the number of promotional units is too small, the listing will not rank on page one for the target keyword. You must match or exceed the number of daily sales that the top sellers are moving, so if you give 10 units/day, and page one sellers are seeing 30 units/day, you will not land among them. In this case, you’d want to give 30-35 units/day so that Amazon would recognize that your listing is competitive with top sellers. Market Intelligence, our Amazon product research tool, can help to determine the number of units necessary to give away during a launch. In the Launchpad, when you enter your targeted keyword, you’ll find our Beta Launch Success Coach to help you to estimate the number of units needed to give per day to rank among the top sellers. For further instructions or to create the most optimized launch strategy possible, contact one of our Seller Coaches who are eager to help!

 

4: Too Many Keywords are Targeted.

Far too often, sellers target multiple keywords, not understanding how this will affect their rankings. Let’s break it down: Targeting multiple keywords dilutes the giveaway in a sense. For instance, let’s say you’re running a launch and giving away 200 units over a 7-day period. Take a look at the graph below:

With a launch targeting one keyword, all 200 units are attributed to that keyword. In this example, the necessary 200 units for this keyword will boost the product to page one because it’s matching the ~200 weekly sales that the top sellers are seeing. With the same launch targeting two keywords, the units are split in half so that only 100 units are attributed to each keyword. In this example, 100 units towards each keyword would not rank the product on page one for either keyword. Since page one sellers are moving around 200 units/week, a 100 units launch won’t convince Amazon’s algorithm that you’re competitive with those top sellers.

In this scenario, it would be best for the seller to only target one keyword, so that the desired ranking can be achieved. Or, the seller could give more units overall and to have a better opportunity to rank on page one for both keywords. Essentially, the more keywords you target, the more units you should give away.

 

5: The Coupons are Not Active When Tested.

After submitting a launch, it will show as pending approval from our team. Around 3:00pm EST on the afternoon before the launch goes live, our team will test one coupon. If the coupon is activated and set up correctly, we will approve the launch. If there is an issue with the launch, we will deny it and send you a message with the reason as to why.

When a promotion is created in Seller Central, Amazon requires a 4-hour window before activation. We strongly suggest inputting the launch after this 4 hour time frame so that there is no chance your coupons are inactive by the time we check them. Even if we check your coupons just one hour before they go live, we will have to deny the whole launch. To avoid coupon issues, we only approve launches with live coupons, so be sure that your coupons are live by the time you’ve submitted the launch for approval!

 

6: The Giveaway Price is Too High.

We typically recommend a giveaway price around 90-95% off retail, and our buyers are accustomed to seeing products around $1-$3. We want to be sure that we’ve got the best shot at moving the necessary inventory so that your launch is successful. For a more specific pricing suggestion, simply ask one of our coaches who would be glad to give you a recommendation.

 

7: The Max Order Quantity Isn’t Set.

This can turn out to be a very costly mistake. Before the fall of 2016, Amazon offered the option to set up $ off coupons. Setting these up, along with one coupon per customer and one-time use options, made it so that one customer could only get one product. It was fairly simple and straightforward.

In November of 2016, Amazon took away the $ off option for promotions, leaving % off as the only way to create coupons. In Seller Central, when you set up % off coupons, there is no way to set up a promotion that will allow you to restrict a customer from being able to grab 999 units with one coupon code. In order to protect your inventory, you need to set the Max Order Quantity to 1 for each SKU that the coupons apply to. If your Max Order Quantity is not set when running a promotion, you are putting your inventory in major jeopardy. This step cannot be overlooked!

We’re able to set your Max Order Quantity programmatically in our system through accessing your MWS account. Check out our video explaining how to protect your inventory in the Launchpad.

 

8: The Listing is Not Optimized.

Last but certainly not least, your entire listing (and especially your title) should be fully optimized before a launch. This is for two main reasons: ranking and conversions.

  • Ranking: Your title needs to be strong in order to fully utilize the launch. Although launches target one keyword, each sale is funneled through every keyword in the title. That means every word is fair game for a ranking boost with sales. With a fully optimized title, you’ll see a boost for multiple relevant keywords as sales flow through your title. Check out our blog post on How to Optimize Your Amazon Listing for Maximum Keyword Ranking for more detailed information on that topic.
  • Conversions: Your entire listing should be optimized with the goal of the highest conversion rate possible. This includes your price, photos, and copy. Once the launch has placed the product on page one, it’s completely up to the listing to convert well organically and maintain rank. Each listing element must be up-to-par to keep up with the top sellers. You don’t want to lose rank after all of the time and effort it took to achieve it!

 

9: The Listing Doesn’t Convert Post-Launch.

We often get the question, “How long is my ranking going to stick on page one after the launch?” It isn’t about sticking. It’s all about converting. Too often, we see sellers waste money by running a launch to achieve rank, ultimately to fall right back down due to a lack of organic sales. Maintaining rank is all about converting organically post-launch.

If page one sellers are seeing ~25 units/day on your specific keyword, you must continue selling competitively with them to maintain your page one rank. After a launch, if you’re only seeing 5 sales/day, your listing is going to slide down into the abyss of unseen listings. This is why we put so much emphasis on putting the time, money, and effort into having a listing that converts pre-launch. You’ll want to position your listing for success, so that it can sell competitively once it’s reached page one. The goal is to sell the necessary number of units (~25 in this example) each day at full price after the launch to be competitive with the top sellers. Then, you too will be a top seller!

 

Conclusion

Running a promotion definitely isn’t a small investment; we understand. That’s why we want to be sure that you fully utilize your launch! Learn from others, and avoid these launch mistakes when setting up your promotion in the Viral Launch Launchpad.

And as always, for more specific and tailored suggestions, we strongly recommend contacting one of our Seller Coaches by sending an email to launches@viral-launch.com. Happy selling!

How To Optimize Your Amazon Listing For Maximum Keyword Ranking

Follow this guide and learn how to how to maximize keyword rank and drive traffic to your listing!

If you had to determine the most important aspect of an Amazon listing, what would you say?

The star rating? The photos? BSR? The description?

While all of these elements are certainly important at some capacity (and some more important than others), we believe that the most important and underrated aspect of a listing is the product’s title.

The title has tremendous ranking power for a listing. With a keyword-rich title, a product will be indexed for numerous keywords. Add some sales, and that listing can be ranking really well across hundreds, even thousands of keywords!

To illustrate this point, we’ll discuss a product launched through our Flight Crew Program. To protect our Flight Crew partner, we’ll call her Sarah.

A Title Success Story

As a part of our Flight Crew program, Sarah teamed up with Viral Launch to set up her listing for maximum exposure, clicks, and conversions. One of our talented copywriters went to work creating a listing for the product.

Knowing the importance of the product’s title, our copywriter Becca dedicated a good amount of time to crafting the title. She extensively researched related keywords and scouted out the competition to develop a strong list of keyword contenders to include in the product’s listing. We cannot stress enough the importance of thorough keyword research. Choosing the most relevant search terms could be a matter of hundreds of sales per month. Then, Becca beautifully crafted a reader-friendly title that included a diverse collection of keywords that would allow the listing to rank for a wide variety of customer searches.

While having a great listing/title is necessary, that is only half the battle. In order to achieve rank for any meaningful keywords, sales must be driven through the listing to show Amazon that your listing is highly relevant for those search terms. With that said, after applying the new content to the listing, we ran a promotional launch, driving plenty of sales, allowing the product to achieve a page 1 ranking for its target keyword. Here’s what we know: every single word in a product’s title is fair game for ranking attribution with each purchase. So, if I searched “Dog Leash” and bought the product pictured below, the listing would receive a boost in ranking for “Retractable Dog Leash” as well, since it also appears within the title.

Because the title was so strong at the time of the sales, our Flight Crew product wasn’t only on page one for the target keyword after the launch, it was ranking on page 1 for almost every single keyword associated with the product. No matter what related search term a shopper typed into Amazon, we were on page one. This provided incredible visibility! We saw a tremendous jump in organic sales after the launch, quickly reaching the 50-75 units/day mark. The remarkable thing is that the product only had a few reviews, but it was selling at the same volume organically as its highest competitors. And now, a month after the launch, the product has maintained rank. We believe these sales are attributed to being ranked so well across almost every single relevant search term. No matter what search phrase customers used to find this type of widget, they would find our flight crew product.

Amazon doesn’t show what keywords your sales came through (that would be too easy, wouldn’t it?). But if they did, I bet we would see a whole slew of different keywords that those sales were driven through. It’s pretty simple: if we didn’t have that visibility, we wouldn’t have had such tremendous sales.

Many times for long-tailed keywords, we rank first while similar products with comparable sales and weaker titles are ranking on page two or below.

How Your Amazon Title Can Make or Break You

I wish I could share some screenshots of the Flight Crew product with you just to show how truly remarkable the keyword exposure is. We’ll keep that part a secret in the best interest of our Flight Crew partner. But, let’s take a look at some other examples showing the importance of a well-written title.

Weak Titles

Here are a couple of products with weak titles. They are short and missing many important keywords. Due to the lack of keywords, these products rank on page one for their main keyword, but they cannot be found when searching through relevant lower-volume or longer-tail keywords.

Weak Title #1:

These are just the search results that I combed through. This listing is missing out on potentially hundreds of long-tail keywords, simply because the title is lacking optimization! With the keywords from the list above, this product is missing out on almost 150,000 monthly searches! (And that’s just the data according to Merchant Words)

This title needs these simple, descriptive keywords: personal, kit, nail care, clipper, etc. If it had them, the product would receive keyword boosts with each sale. Then, the listing would begin increasing in rank for these relevant keywords. And with better keyword visibility, I’d expect overall sales to increase.

Weak Title #2:

Again, these are the few keywords that I looked through, but just from this cursory glance we can see this product is missing out on huge sales potential! With those nine keywords I listed, this seller is missing out on over 775,000 monthly searches for relevant keywords! If the title were to include these important search terms, visibility would increase exponentially with sales and so would sales opportunity!

Strong Titles

Now we will look at a couple of products with strong titles. Although we didn’t write them, we think these sellers have done a pretty good job integrating keywords. These listings rank across almost every single relevant keyword, both big and small, similar to our Flight Crew product. For almost every related search term a shopper types into Amazon, these products are visible and are strong competitors for a purchase!

Strong Title #1:

This title isn’t perfect, but it’s a great representation of how integrating many keywords helps a listing to rank across lots of relevant search terms. It’d be nearly impossible to look through every long-tail keyword, but this product is ranking for just about each one. Whether a shopper is typing in Leg Pillow or Knee Pain Management, or even Gentle Surgery Pillow for Pain Relief, this product is likely a search result thanks to its keyword-rich title.

Strong Title #2:

Once again, these are just the keywords I looked through, but I think you’re getting the idea. The more relevant keywords a title has, the more opportunity for snatching up sales.

Additional Findings

Now you may be asking: What’s the difference between keywords in your title and keywords in your bullet points/description?

Like we’ve discussed, keywords in the product’s title have a tremendous effect on keyword ranking. Amazon also recognizes keywords in the bullet points and description, but from our findings, they don’t receive as much ranking attribution with sales. Those keywords come into play more when actually indexing a product, and you’ll see the customer search term italicized in a search result as shown in the screenshot below. So, while it’s still extremely important to put additional keywords in your bullet points and description, you’ll want to be sure to fit as many of the most important ones in your title as possible.

Another question may be: Should I put my brand at the beginning of my title?

If people aren’t directly searching for your brand name, then no. We suggest that sellers do not put their brand name in the title (for most products). In Amazon’s Quick Start Style Guide, the title guidelines state, “Do not include information about yourself or your company. If you own the brand, put your brand information in the brand field.”

Obviously, plenty of sellers are putting their brand names in their titles without consequence. But here at Viral Launch, we would rather use those characters for an additional keyword or two, especially when customers are not searching for that specific brand. Amazon shoppers want a high-quality product at a low price, and brand is usually disregarded. But that’s the beauty of Amazon – anyone can sell, even with an unknown name!

Conclusion

With an unoptimized title, you are missing out on literally thousands of shoppers who are looking for your product.

Yes, a shorter title may look cleaner and soothe your OCD, but you cannot afford to miss out on those sales opportunities! Optimizing your title is step one to taking your private label business to the next level. 

Your goal should be to master this aspect of your listing, integrating keywords both big and small. Set yourself up for success from the beginning with a reader-friendly, keyword-rich title that puts you in a position to SELL.

Here at Viral Launch, we’ve run over 13,000 launches. We’ve harnessed the knowledge learned from that data to become experts at building incredible listings. Sure, you could read all the blog posts. You could listen to all the podcasts. You could go to all the conferences and listen to all of the gurus. But you cannot match this kind of experience with these kinds of results.

We’d love to help you take your private label business to the next level with a fully-optimized listing and a title that will increase your sales potential. While anyone can use these tools to cover the basics of Amazon listing optimization, you can always use a recommended Amazon product listing service to optimize your listing!

We’d love to hear your thoughts, so please feel free to comment below!

The Trick To Influencing The Keywords In Your Amazon Canonical URL

Amazon is an incredibly vast and complex machine. While intimidating to some who have yet to find their footing, to others the complexity creates an immense frontier waiting to be explored and conquered. It seems that every day some frontiersman discovers a new trick or topic that somehow changes the Amazon private label community’s mindset or selling practices.

The brilliant Viral Launch Team made an interesting discovery over the holiday season. Have you ever been curious how Amazon decides which words to place in a product’s Canonical URL? Do you know how to influence the words that Amazon places in the canonical?

We’ve cracked the code and uncovered some key truths to keep in mind when building your listing’s title. With this understanding, you can dictate to Amazon which keywords should be in your product’s canonical URL.

What Is An Amazon Canonical URL?

A Canonical URL is a direct link to a product’s detail page that contains keywords pulled by Amazon, seemingly arbitrarily, from the product’s title and separated by hyphens. In the SEO world, this is generally referred to as the URL slug.

           The Canonical URL follows this structure:

https://www.amazon.com/words-from-the-products-title/dp/ASIN

            Here is the Canonical URL for the Amazon Echo:

https://www.amazon.com/Amazon-Echo-Bluetooth-Speaker-with-WiFi-Alexa/dp/B00X4WHP5E

            This is not a Canonical URL:

https://www.amazon.com/dp/ASIN

To find a product’s canonical URL you can either visit the product’s page through a search result or you can inspect the page elements using your browser’s developer tools: search the word “canonical” using Command + F (or Control + F for PC users), and copy the given Canonical URL. Side Note: the only reason I mention inspecting the page elements is because we have seen discrepancies in the canonical URL that shows in the address bar and the canonical that shows in the page’s code. We’ve found the inline canonical to be the “true” canonical.

The Benefit of Keywords In Your Amazon Canonical URL

Google SEO

The canonical URL is the Amazon product URL that Google indexes for search results. Run a search for “iphone scratch resistant case amazon”, and you’ll see the URLs they are indexing.

As you can see from this screenshot, Google is highlighting the keywords from the search that are found within the product’s canonical URL. We have done our fair share of Google SEO, and the Canonical URL is one element of an Amazon product listing that is ripe for leveraging ranking!

Amazon SEO

Unfortunately we don’t have a definitive answer as to whether or not the keywords in a listing’s canonical URL have impact on keyword ranking within Amazon. There have been rumors without any supporting evidence that it does. However, it is very difficult to discern with much confidence.

The reason it is so hard to properly attribute keyword ranking to the content in the canonical is that the same keywords are also found in the title, which has major influence on keyword ranking. Discerning where the keyword ranking attribution is derived from is next to impossible.

We are working to leverage our keyword data to help find any potential evidence, and we’ll let you know if we make a discovery. If you have more definitive data, we would love to hear it! Please, shoot us an email or leave a comment down below. 

Get the power of an optimized canonical URL and expert Amazon SEO when you use our Amazon product listing optimization service.