This document provides tips for optimizing Amazon product listings to maximize sales. It discusses optimizing main images to get people to click listings, using additional photos like product and lifestyle photos to help customers understand and envision using the product. It also recommends including descriptive photos that showcase what sets the product apart and competitive matrices comparing the product to others. The document advises optimizing listings for mobile by limiting photos and making descriptions concise. It discusses testing different pricing strategies, like starting low and gradually increasing price, and using coupons. It also summarizes repricing strategies like manual, algorithmic and rules-based repricing to target competitors.

1. How to optimize
your Amazon
listings for
maximum sales

2. How to create optimized
Amazon product listings

3. have taught me this
100k+ split tests

4. 4
Photos
Price
Keywords
Bullets
Description
Brand
What makes a big difference What doesn’t

5. 5
Photos
We’ll talk about:
•Main images
•Product photos
•Lifestyle images
•Descriptive images
•Comparative matrix

6. Main image
Goal: Get people to click your listing
Things to think about:
•Pattern disrupt
•Remove as much whitespace as possible
•Amazon TOS
•Give the impression the customer is
getting a lot

7. 7

8. 8

9. 9
Product photos
Goal: To get people to convert
Things to think about:
• Do they fully understand what they are
buying?
• Have you called out your value prop?
• What else could they be confused about?
• What’s inside the box?
• Would product renderings help?

10. 1
0

11. 1
1

12. 1
2

13. 1
3
Lifestyle photos
Goal: To get people to understand how
this product is going to improve their life
Things to think about:
• Who is your target or main
demographic?
• Will they be able to see themselves in
the shoes of your models?
• Are you illustrating that the pain point
this product solves is now gone?

14. 1
4

15. 1
5
Descriptive photos
Goal: To inform the customer why this
product is the best
Things to think about:
• What sets your product apart?
• What makes your product extra
valuable?
• What do people need to understand
about your product?

16. 1
6

17. 1
7

18. 1
8

19. 1
9
Competitive matrix
Goal: To show why your product is better
than the rest
Things to think about:
• What specifics are better about your
product compared to the competition?
• Why would someone purchase your
product?

20. 2
0

21. 2
1
Optimize for mobile
•Over 70% of
searches happen
on mobile devices
(phones/tablets)
•Use Google
Chrome to view
what your product
looks like on these
different devices

22. 2
2
Mobile - 7 photos Desktop - 9 photos

23. 2
3
•Description and bullet
points are a long way
down on smartphones
•Truncated and difficult
to read
•Sponsored related
products, questions,
video shorts, reviews are
all equal or more
prevalent then details
and description

24. 2
4
Pricing strategy
•Pricing changes have a huge impact on overall sales and profit
•.99 vs .95 vs .90 seems to make no difference
•Products with best in class review ratings generally have low price
sensitivity
•Most products can increase their price and have an overall
improved impact
•Very easy to test, recommend everyone to do it

25. 2
5
Pricing strategy
•Where to start? Low $$ to get sales
•After gaining solid page rank, start testing increased prices
•During high sales periods, test higher prices
•When competitors go out of stock, try increased prices

26. 2
6
Pricing strategy
• Higher prices with a
coupon typically
perform better
•Dollar off coupons are
more effective then
percentage off
coupons

27. Optimize your repricing strategy

28. Copyright 2017 - Q4 Amazon Virtual Summit
● Manual repricing
○ Manually updating your prices for each
ASIN
● Algorithmic repricing
○ Analyzing massive amounts of data to
determine your competing price
● Rules-based repricing
○ Combines algorithms with personalized
seller rules to react to price changes and
compete on your own terms
5.5 billion price
changes in Oct
2016 alone

29. Price smarter than the competition
Target competitors at busy shopping times
● Use a rules-based repricer to analyze pricing
trends by time of day
● Schedule time-specific rules that compete with
your rivals when their stock is likely to run low
Target competitors based on your
strengths
● Compete differently with FBA and SFP
merchants
● Use your seller metrics to target your rivals
● Set rules that consider competing seller
locations

30. Follow along with our NEW Million Dollar Case
Study at: www.junglescout.com/signup

31. Thank you!
GERARD ADLUM
gerard.adlum@xsellco.com
GREG MERCER
hello@junglescout.com