There’s no question that successfully selling in the beauty category on Amazon is tricky. Not only do you have to consider potential customers, but your competition also holds importance. In 2020 alone, Amazon generated $386 billion in revenue, making it the third-largest company in the world. After all, who doesn’t want their products to gain visibility on this massive online retailer? So, if you’re looking to capture those users as an Amazon beauty seller, you must know how to gain targeted visibility.
While this process may be extensive, you can start by enhancing one of the most important parts of the customer journey: your individual beauty product pages. Optimizing your product pages to showcase unique and valuable features will ultimately help your brand’s value shine. Let’s take a look at Amazon listing optimization techniques that can set your beauty products apart from hundreds and thousands of others.
A Breakdown of the Amazon Beauty Category
Amazon finally ungated the beauty category in 2017, meaning that brands had to go through a tedious approval process to list their beauty products up until that point. Upon first glance, this news seems hopeful, as the process of selling beauty products on Amazon should have become much easier. However, Amazon then introduced “Luxury Stores,” an online shopping experience available by invitation-only on the Amazon mobile app.
Luxury Stores promises to combine exclusive items and collections from luxury brands with the convenience of Amazon Prime (including Prime Delivery). So how can brands benefit from Amazon’s Luxury Stores?
While there’s no formula for scoring an invite to Amazon’s Luxury Stores, know that Amazon is interested in promoting brands that are getting attention…and for that to happen, you need visibility.
To start, joining the Luxury category helps beauty brands maintain control over their brand image. In addition, the exclusivity not only establishes prestige but allows brands to crack down on any unauthorized sellers of their products. And finally, purchases from Luxury Stores are sold directly from the brand to the shoppers, guaranteeing their authenticity.
While there’s no formula for scoring an invite, know that Amazon is interested in promoting brands that are getting attention and flourishing in their environment. So, whether you’re a part of Amazon Luxury or not, any beauty seller looking to be successful on Amazon is ultimately striving for sales, and for that to happen, you need visibility.
Pay to Play – Aim to Get on Page One
When looking to gain visibility across the web for your brand, you need a solid advertising strategy. One of the best ways you can streamline highly targeted campaigns is through the utilization of Amazon’s Demand-Side Platform (DSP). This program allows your targeted advertising campaigns to reach prospects across all Amazon-owned sites and apps. In addition, advertisers can reach shoppers across leading publisher sites and apps or through third-party exchanges.
Not only will Amazon DSP help you reach the right audience by leveraging data and retargeting ‘likely buyers’, but you’re able to accelerate sales with data that reveals what truly works. This ultimately will allow you to optimize your overall campaign performance and further propel your brand’s growth.
Not only will Amazon DSP help you reach the right audience by leveraging data and retargeting ‘likely buyers’, but you’re able to accelerate sales with data that reveals what truly works.
Another way to drive brand awareness and discovery of your product portfolio is by creating sponsored promotions. Amazon Sponsored Brands are cost-per-click (CPC) ads that help you engage shoppers as they browse across Amazon. These customizable ads feature your brand logo, a quality headline, and up to three featured products. As Amazon data suggests 70% of customers never click past the first page, it’s a key tactic to grow brand visibility in your target customer’s search results.
Use Keywords to Optimize your Amazon Product Listing
Success on Amazon begins with understanding the shopper journey. From a traditional standpoint, Brand Category Managers help decipher consumer behavior under the brick-and-mortar model. For instance, product categories are nicely defined on aisle signs in grocery stores, and competitor brands sit next to each other on physical shelves. When shopping, customers tend to first look for the aisle that houses the product they’re interested in. Then, they select which product they want from a direct lineup of competitors on the store shelves.
While this experience is very well known in the brick-and-mortar world, this kind of category management and shopper journey doesn’t exist on Amazon.
Amazon is search-based, meaning your brand must focus on keywords relevant to your target audience to make your products discoverable. Since shoppers typically search two to four terms before making a purchase, optimizing your keyword list is key. Furthermore, with the implementation of Amazon’s autocomplete API, broad and phrase matching won’t cut it anymore.
Considering the competitive market, keyword targeting and efficiency are crucial for gaining brand visibility. Just because you use certain descriptors internally to describe your products doesn’t mean your prospects do. Ideoclick’s Share of Search®is an excellent methodology for this as it acts as a comprehensive measuring tool. By setting up keywords in Share of Search, you’re able to discover how competitive they are and how your brand’s keywords rank compared to other brands.
By using distinct and targeted long-tail keywords, you’re getting the most out of your budget while still driving sales.
By using distinct and targeted long-tail keywords, you’re getting the most out of your budget while still driving sales. This is because highly specific keywords are far less competitive than broader short-tail keywords and thus will not be as expensive. For example, a vegan cosmetic brand should use terms such as “black vegan liquid liner” or “cruelty-free blush brush” as opposed to generic terms like “eyeliner” or “makeup brush.”
Ideoclick’s Share of Search comprehensively understands your brand, studies shopper behavior, and then bounces these concepts off of real-world search terms that customers are actually using. Your brand can then gather the keywords that truly matter most. From this, you’re now looking at a strategy that’s both highly targeted and measurable, improving the chances to win Amazon visibility.
Understand Amazon Product Listing Optimization and Conversion Techniques
Your Amazon listing title will have the greatest impact on your product’s overall performance. While it’s crucial that your titles are rich in keywords, being concise with “need to know” information should ultimately be your primary focus. Basically, when creating product titles, be informative yet succinct, as keyword stuffing tends to overwhelm shoppers.
When creating an Amazon product listing title that drives both visibility and sales, make sure it follows these best practices:
It’s Appealing to Your Target Audience
When targeting a specific set of customers, it’s crucial that you spend time performing the following actions:
- Thoroughly study your target audience’s behaviors, interests, pain points, etc.
- Empathize with your audience by addressing these pain points in the title
- Look at what your competitors are doing
- Focus on relevant trends amongst your audience
Titles Are Strategically Structured
To optimize the effectiveness of your product titles, make sure it includes all of the following:
- Begin each title with the name of your brand
- Include the line and type of your product
- Clearly list any key features
- Directly address common concerns
- Incorporate information on packaging and quantity
It’s important to note, the structure of your title order is crucial. This is because Amazon’s organic results are typically only 115-144 characters long. Thus, from a practical standpoint, your Brand Name and any relevant keywords need to be placed at the beginning so they won’t be hidden behind a truncation.
Images Are High Quality and Well Varied
Potential customers associate the quality of a physical product with the quality of its presence online. Customers also appreciate transparency, thoroughness, and clarity with the product they are considering. To ensure your brand is ticking these boxes, you must:
- Make sure all images used are high resolution
- Clearly display ingredients and packaging
- Use a wide variety of images
- Follow Amazon’s product image requirements
- Provide helpful user content (before/after pictures, color swatches, etc.
The List of Features Is Well Structured
Use your title almost as an outline to expand upon in your product descriptions. Online attention spans are short — make sure you’re providing scannable content that relates and clearly solves a problem.
- Expand on and add to the common concerns addressed in the listing title
- Start each point with a product benefit
- Include content on how your product is unique from others
Maximizing Your Visibility on Amazon
The days of simply listing your products on Amazon Marketplace are long gone. Ideoclick has the Amazon optimization tools and targeted advertising strategies your brand needs to grow. Ready to gain brand visibility?