What Are Amazon Feature Keywords And How Do They Help My Sales?
Having worked with a multitude of clients whose products span the spectrum of Amazon’s offered categories, we can say with confidence that no two products are exactly alike. However, there is ONE thing that virtually every listing shares in common and that’s not having the Manage Inventory fields populated correctly.
Of course, Amazon Seller Central in its entirety is a beast to conquer and even the most seasoned sellers usually drop the ball in some areas. After all, we’re only human. It would take a book (or at least a plethora of “how to” articles) to explain the idiosyncrasies of Seller Central and keyword search optimization. So, this article is going to focus on one very particular and very important aspect of Seller Central that is widely overlooked, ignored, and underestimated – The More Details Tab.
WHY IS MY MORE DETAILS SECTION SO IMPORTANT WHEN IT COMES TO MY AMAZON LISTING AND SALES?
In short, it’s important because it directly corresponds with the customer-facing side of Amazon that helps potential buyers create product parameters.
Here’s how it works:
Let’s say an Amazon customer types coffee mug in the search bar under ALL Departments. This is the SERP that will generate as a result of your search inquiry
Pretty standard, right? But if you focus your attention to the left of the screen in that white bar that lists departments and you scroll down – you might notice that this section is actually some kind of funnel that narrows down the type of coffee mugs available based on a variety of preferences and attributes
What’s even more interesting is that if you search for coffeee mug under HOME & KITCHEN or even MUGS, the options become way more specific, offering more descriptors and more refined search parameters.
For example, when I go to the subcategory MUG and I type in coffee mug (just as I did in the ALL Departments) the funnel of attributes that the refined search bar provides is way more intricate
WHAT DOES AMAZON’S REFINE SEARCH TOOL HAVE TO DO WITH MY SELLER CENTRAL ACCOUNT?
In short… EVERYTHING.
The MORE DETAILS tab in your Seller Central Account directly corresponds to this sidebar on Amazon. That means that if you haven’t properly populated these fields in your account, then it impedes a customer’s ability to potentially find your product.
For example, if you don’t have these lines below filled out in your Seller Central Account…
How do you expect it to register on this front section on Amazon?
Or if you don’t have this section populated on Seller Central…
How do you expect it to show up in search of people that click on this?
The other element worth mentioning when it comes to filling out your MORE DETAILS section is understanding your category node. Coffee Mug can technically be categorized in quite a few nodes. If your category item type product is listed as Travel Tumbler, you want to make sure that when you fill out your More Details section, it follows the same funnel that is offered in that particular subcategory on the front-facing side of Amazon.
MORE IMPORTANTLY, AMAZON HAS SEEMINGLY OFFERED A NEW KEYWORD-TYPE TO THE MIX
Within the refine sidebar on Amazon, the conglomerate has started introducing a new type of keyword called FEATURE KEYWORDS. Here’s an example of Amazon Feature Keywords under thermoses:
Evidence of the discrepancy between organic search terms and Amazon feature keyword terms can be found in the URL, using both techniques.
Let’s say I’m a customer in search of a console table and I type console table into Amazon’s search bar. I find a listing I like and click on it. This is an example of what the URL structure for that listing would look like:
Highlighted in bold and italics are the keywords I plugged into search for this particular product. This would be the organic keyword phrase that resulted from my search.
Now, let’s say I chose to use Amazon’s “refined search” option to narrow down what it was I was looking for. I type console table into the search bar but then I decide to refine my search by checking off the following:
When you compare this URL with the sample we did before, you can see that the URL structure looks vastly different. That’s because it is not only taking into account the original search term (shown in bold italics), it is also including the refined feature keywords used to narrow down the product availability (also displayed in bold italics in the URL).
YES, AMAZON FEATURE KEYWORDS WORK THE SAME ON MOBILE
Customers have the same opportunity on mobile as they do on desktop to use the same funnel system to narrow down what they are looking for. Take this example of a chef knife
By choosing certain FEATURE KEYWORDS, Amazon will extract any product that doesn’t meet the criteria set forth by the customer.
And that means if you are selling a chef knife that actually does fit the criteria but your MORE DETAILS field is not optimized correctly, your knife won’t show up in this particular, refined search. And that’s an easily avoidable mistake.
Make sure your More Details Page is optimized as accurately as possible. With Seller Central slowly implementing new ways to index listings, it’s imperative for the performance of your listing that you don’t overlook or underestimate the value of certain fields, particularly in your Mange Inventory tab.
For more information or help with your listing, feel free to reach out to Liazon Marketing @ email@example.com.