As an Amazon seller, I am sure you’ve racked your brain enough on the topic of optimization. You may have even decided to outsource your optimize efforts to a competent service (like ZonOptimize). While it is of the utmost importance to have a listing that speaks to both your potential customer AND Amazon’s algorithm, and one that looks stunning on a computer screen, an often overlooked aspect of listings is how it is presented on a mobile device.
Now, at first this may seem like something not worth prioritizing, after all, who really makes buying decisions based on that tiny little picture? But then I’d like to tell you that it was reported that last holiday season (2015) almost 70% of purchases made on Amazon were from a mobile device!
You heard….err…..READ that right. 70%!!
Now, think about sales you could be missing if your listing isn’t at least taking mobile optimization into consideration. Think about how that could lower your conversion rate, or even your sessions.
So what is the solution? It is simple. We just have to understand the way listings work in mobile browsers and the Amazon app.
The first, obvious thing you want to look at is your main image. It is the most important aspect of your listing, regardless of what device you look at it on. However, you’ll notice on a mobile device, it is much smaller. So it is important to know how to play with the dimensions for the best effect.
The mobile app as well as the mobile site appeared to favor long images as opposed to wide images. What I mean is the higher the pixel count in width the smaller the image will appear. Whereas an image with a higher pixel count in height will appear larger. I’ve even noticed that proportionally taller images appear even larger than perfectly square images. This may require some creativity in cropping and scaling.
After getting your image to display just right, you need to look at the second most important factor; your title. You should know that in the Amazon app listing titles are cut off at around the 115 to 120 character mark. However, on the mobile site it cuts off somewhere between 77 and 84. That means you have less than 85 characters to identify yourself as the relevant product as well as display your most compelling benefit.
Other important things to note are the layout of the bullets and product description. Did you know that the description appears BEFORE the bullets in a mobile listing? Another thing to note is that none of your HTML tags (not even the paragraph and bold tags) show in mobile. This means all you get in your description is a paragraph.
Only 201 characters are displayed of the product description before it has to be clicked on to reveal the rest. Within that 201 character limit you may consider playing around with certain words being capitalized or dashes or other characters to break up the text. This will definitely require trial and error.
As far as the bullets are concerned, they show in full, but ONLY the first three, with the rest only being revealed if the area is clicked on. This means you must convey the most important benefits of your product within three bullet points.
Another thing to note is that unless the product details are clicked on, BSR is not shown. That means there is less emphasis on your rank (for the few that look at that sort of thing). Your listing as shown through mobile really does rest entirely on the succinctness and relevance of your copy and on your images.
So keep these concepts in mind when you refine your optimization and snag a portion of the ever growing pool of Amazon shoppers.