The Hidden Saboteur in Your Amazon product listing optimisation: Are You Making This Critical Mistake?
- Eleanor Santos
- 5 days ago
- 5 min read
Updated: 4 days ago
As an Amazon seller, you might be unknowingly pushing potential customers away. After working with countless sellers, from startups to major brands, I've identified one recurring mistake that consistently undermines success on Amazon – and it might be simpler than you think.
The "It's Obvious" Trap
You know your product inside and out. You understand its technical specifications, its unique features, and what makes it special. But here's the harsh truth: your customers don't. When you fall into the trap of thinking "it's obvious," you're creating a dangerous gap between your knowledge and your customer's needs.
Breaking Down the Knowledge Gap
The disconnect between sellers and shoppers is more significant than most realise. While you've spent months or even years developing and perfecting your product, your potential customer has mere seconds to understand its value. Let's examine both perspectives:
1. Seller Perspective:
• Deep product knowledge
• Understanding of technical features
• Familiarity with industry terms
• Clear vision of product benefits
As sellers, we're immersed in our product's world. We understand every feature, every specification, and every unique selling point. This deep knowledge, while valuable, can actually become a barrier to effective communication if we don't translate it properly for our customers.
2. Shopper Perspective:
• Limited time to understand
• Need for clear, immediate benefits
• Questions about basic usage
• Seeking solution to specific problems
Bridging the Gap: Essential Questions to Address
Your potential customers are typically scanning dozens of listings, looking for quick solutions to their problems. They don't have time to decipher complex product descriptions or technical jargon. They need immediate, clear answers about how your product will improve their lives.
Every product listing should clearly answer:
• What is this product for?
• How do you use it?
• What benefits will it bring?
• Why choose this over alternatives?
• How will it enhance the user's life?
These questions form the foundation of effective product listings. From my experience helping brands increase their conversion rates by 3-10%, I've found that addressing these questions directly and clearly can transform a listing from merely informative to genuinely persuasive.
Creating Customer-Centric Listings
1. Simplify Your Message
• Remove technical jargon
• Focus on benefits over features
• Use clear, concise language
• Include visual demonstrations
The key to successful Amazon listings isn't just about what you say – it's about how you say it. Your product description should read like a helpful conversation with a friend, not a technical manual. When you remove barriers to understanding, you make it easier for customers to say "yes" to your product.
2. Address Common Questions
• Anticipate customer concerns
• Provide clear usage instructions
• Highlight practical benefits
• Show real-life applications
Think of your listing as a virtual salesperson. Just as a good salesperson anticipates and addresses customer concerns proactively, your listing should do the same. Use your A+ Content to create visual storytelling that shows your product in action and addresses potential objections before they arise.
3. Test Your Content
• Ask someone unfamiliar with your product to review
• Monitor customer questions
• Analyse review comments
• Track conversion rates
Testing isn't just about checking for errors – it's about ensuring your message resonates with your target audience. I've seen countless listings improve dramatically after incorporating feedback from fresh eyes and actual customer interactions.
Amazon Product Listing Optimisation Implementation Checklist
✓ Review your current listings
✓ Identify technical language
✓ Simplify product descriptions
✓ Add clear benefit statements
✓ Include usage instructions
✓ Incorporate customer feedback
This checklist isn't just a set of tasks – it's a roadmap to transformation. Each step is designed to move your listing from 'I want' to 'I need' territory, helping potential customers understand not just what your product does, but why they can't live without it.
Next Steps
Want to ensure your Amazon product listing optimisation is speaking your customer's language? Book a free consultation today, and let's transform your product listings from confusing to compelling. Call Eleanor on +44 (0) 780 644 1856 or email eleanor@visualisebrands.co.uk
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Video Transcript
Video Title: Stop. You're sabotaging your Amazon success, and you don't even know it.
This is one of the biggest mistakes that I see sellers making on Amazon. Even some of the biggest players are making this mistake.
And doing this is really going to sabotage your success and growth on Amazon.
So let's dive in. One of the most common things that I hear sellers say is it's so obvious. And whilst it might be obvious to you because you know your product, you've spent all this time developing something amazing. Maybe there's lots of science behind it, or it's something really unique that you're doing.
But whilst you're thinking, isn't it obvious? The shopper, on the other hand, is thinking, "what I don't understand". They don't know what you're talking about. There's a big mismatch between what the seller thinks is important and the information that the shopper needs to make an instant purchasing decision. So I really want you to take a few minutes to think about your product listings.
Have you got the mentality at the moment? It's so obvious. So you're thinking of all of the information that you think the shopper needs, because you think they understand it. But think about it from the shopper's point of view. Are you giving them all of the answers that they need to be able to make an instant purchasing decision from you?
So really simplify it down. Do they understand what it's for? Do they understand how to use it? Um, do they understand the benefits that it will have, how it will enhance their life? You really need to get into the mentality of what the shopper needs and take a little step back and a step away from the information that you think is important for them to know.
Once you do that, you will soon see that the sales will start coming in. Once you've taken that step back, uh, and you're thinking about it from the shopper's point of view.
If you found this video helpful, please do subscribe to my YouTube channel and in the comments section I will add links to all of my social media channels. You can sign up to my newsletter. There's lots of free, useful information that you can download to help you along your Amazon journey.
If you'd like to work with me, if you have questions, you can join a meeting with me and I can go through all of the questions that you might have. And good luck on your Amazon journey. And I can't wait to see how you all do.
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