In our recent Amsive LinkedIn Live event, our experts dive into the essentials of optimizing Amazon product pages to enhance organic visibility and drive conversions. The session featured Ruben Quinones, SVP of Client Strategy at Amsive, and Matt Poli from Conduit Brands, a leader in eCommerce strategy for consumer packaged goods.
This event is part of Amsive’s ongoing LinkedIn Live series, where we connect with industry experts to explore top strategies in digital marketing. Watch the full video below, or use the summary below for highlights of this insightful discussion.
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Establishing strategic goals for optimization
[1:30]
Matt explains the need for clients to establish the goals that they’re trying to achieve when advertising on Amazon. This includes defining the channel’s role in the broader business strategy, identifying resources, and planning for “marketplace harmony”—a concept that integrates content, inventory, and brand consistency to create a cohesive presence.
Key Takeaway:
Set clear goals for Amazon’s role in overall business strategy to guide efficient optimization. Once you’ve defined clear goals, prioritize essential PDP elements to maximize product visibility and discoverability on Amazon.
Key elements of the Amazon product detail page (PDP)
[3:31]
Ruben and Matt discuss PDP essentials, including product titles that align with Amazon’s search algorithm. Titles should integrate keywords and brand details to improve discoverability. The platform’s algorithm prioritizes key details like pricing, content quality, and user experience to deliver optimal product visibility.
Key Takeaway:
Writing keyword-focused titles and providing accurate product information are critical to maximizing PDP visibility on Amazon.
Balancing keywords with customer experience
[5:15]
Matt explains the evolution of keyword usage on Amazon, including the ways in which past practices like keyword stuffing have been replaced by customer-centric content. Amazon’s algorithm values a balanced approach that considers user experience, suggesting that effective PDPs feature strategic, meaningful keyword placements.
Key Takeaway:
Effective PDPs should balance keyword optimization and a strong focus on customer experience to meet Amazon’s evolving standards.
Importance of visual content in PDPs
[7:05]
Visual elements, especially mobile-optimized image carousels, play a significant role in driving engagement on Amazon. The hero image, which appears in search results, should be impactful and align with Amazon’s guidelines. Additional images in the carousel should tell a story, emphasize product benefits, and potentially incorporate videos for deeper engagement.
Key Takeaway:
Mobile-optimized images and video content will help drive user engagement, especially on mobile, and strengthen the product narrative.
SKU details and feature bullets
[10:21]
Feature bullets, or the “About This Item” section, are critical to both SEO and consumer appeal. While keywords help improve algorithmic reach, these bullets should also serve as engaging descriptions that convey benefits to the consumer. A balance between informative, keyword-rich content and appealing copy is recommended.
Key Takeaway:
Feature bullets should blend keywords for search optimization and compelling descriptions for consumer engagement.
A+ content and user-generated reviews
[13:25]
A+ content, an enhanced section below the “buy” button, provides additional space for brand storytelling and detailed product information. User-generated reviews are highlighted as a critical component, adding authenticity and aiding consumer decision-making. Amazon favors verified reviews, so maintaining an authentic review strategy is essential.
Key Takeaway:
Use A+ content to showcase brand values and prioritize authentic, verified reviews to build trust and drive conversions.
Algorithm-driven changes on amazon
[16:21]
Matt explains how Amazon’s algorithm may adjust keywords or other PDP details autonomously to improve conversion rates. For brands, monitoring these changes is essential to maintain control over brand messaging. Conduit Brands uses tracking tools to stay informed and decide if these changes align with their clients’ strategies.
Key Takeaway:
Monitoring algorithm-driven changes helps brands retain control over their message and optimize for conversion.
Impacts on Amazon search visibility
[19:16]
The discussion moves to search visibility, or “share of search,” which measures the extent of brand presence in search results. Brands should focus on non-branded, high-volume keywords to drive conversions. This strategy builds momentum, with Amazon’s algorithm directing more traffic to successful listings in what’s known as the “flywheel effect.”
Key Takeaway:
Maximizing share of search, especially for non-branded terms, creates momentum that can amplify traffic and conversions.
Using data and shared resources for optimization
[22:11]
Matt discusses Conduit Brands’ use of shared resources, such as technology and data tools, that provide cost-effective insights for clients. By pooling resources, they help clients, even with limited budgets, benefit from sophisticated optimization capabilities that would otherwise be difficult to achieve individually.
Key Takeaway:
Leveraging shared resources allows brands of all sizes to access advanced optimization tools and compete effectively.
Best practices and key recommendations
[25:22]
Matt and Ruben leave the audience with three recommendations:
- Define clear objectives for your Amazon presence
- Focus on a mobile-first approach for content
- Continually test and evolve the PDP as the digital landscape changes. Each step reinforces a strategy designed to adapt to Amazon’s dynamic ecosystem
Is your business squeezing all that it can out of CRO tactics? Check out our latest LinkedIn Live for easy CRO wins, or let’s talk about achieving more for your marketing — and your business.
