How to Optimize Your FBA Backend
While monitoring your Amazon seller accounts, you are continually looking for ways to get ahead of everyone else in the marketplace. So how can you do this? There are a lot of ways including differentiating your brand, choosing the right fulfillment process, and using the correct Amazon monitoring software to complete tasks such as store monitoring. Amazon listing optimization is just one more of many ways. You have probably already chosen a great title, the perfect description, and just the right picture… but have you optimized your FBA Backend? Optimizing your Amazon Seller Central FBA backend is just one more amazon seller strategy you can enlist to gain an edge on the competition on the marketplace.
What is the Amazon FBA Seller Central Backend?
It’s the information about your product such as product keywords that helps a buyer find your product on the marketplace, even though they never actually see this information. How is this possible?
When listing a product, you have the opportunity to provide Amazon with additional information about what you are selling. This helps Amazon know whether your listing is what someone is searching for. If you do a good job with your backend, your listing will be higher in the search results than someone that doesn’t. It is one more edge you can have in the highly competitive Amazon marketplace.
How Do I Optimize My FBA Backend?
To find the keywords for your listings/ products you will go to Seller Central and click on the inventory tab. Click on “edit” next to the listing you wish to view and then click on the “keywords” tab.
You should then see a “Search Terms” section. Here Amazon is giving you the opportunity to input the search terms you believe someone looking for your product would be using. Here is also where you need to be more clever than everyone else in the marketplace.
You need to list everything that may be relevant to one of your buyers when searching for your product. Pay close attention to the word “relevant”! Using misspelled or misleading terms in your optimization to try to get people to your page will most likely result in you being penalized by Amazon. Just as Amazon rewards you for filling out your backend well, you will also be penalized in organic search rankings for trying to be deceptive.
This is what happens to listings by hijackers. Unethical practices are penalized in the Amazon marketplace. While they do a pretty great Job with this, it may be worth it to take further steps to protect your listings. So now that you understand how the keywords work, how exactly do you know your search terms are relevant?
Here are three ways to do this;
- Use a Keyword tool!
Keyword tools can be both free and paid. One of our favorites is Keyword Tool Dominator. This tool scrapes Amazon and returns to you relevant long-tail keywords for your listing. A long-tail keyword is a very specific search such as someone searching for “organic blue hair dye,” instead of “hair dye.”
- Read Customer reviews and questions!
Under your listings, see what customers are saying about what you’re selling. If there’s a common theme about a certain feature, that is a good clue!
- Search for your product on Amazon!
See what Amazon suggests when you start typing your search. These suggestions happen as a result of what others are searching for, and will give you a lot of insights.
Now that you have your keywords let’s discuss how to structure them in the FBA backend.
You are going to want to limit yourself to 250 characters. Reach this limit with your best, most well-performing keywords.
Logically structure your keywords and only use spaces. This means no commas, semicolons, periods, etc.
Don’t use words that are already in your product name or title.
After you’ve done this, it’s time to test your keywords! After you update the keywords for your product, search for it on Amazon about 24 hours later. Search for it by the entire keyword string from your backend. If it does not show up, Amazon has not, or did not index it completely. Check for errors, an extra space, or perhaps one of the terms was already in your product name.
Now that you have optimized your backend, it is important that you stay on top of keyword ranking changes, competitors and possible hijackers in the marketplaces stealing your listings. In order to keep your store optimized for sales, you need to be diligent and change keywords and content as the marketplace changes.
Use software such as Amazon Monitoring from AMZ Alert. Amazon Monitoring tracks keyword ranking changes constantly. This means that as keywords for your products change, you will be alerted so you can stay on top of the marketplace. AMZ Monitoring is 24-hour virtual store surveillance that will help you stay on top in the Amazon marketplace.