Competition is fierce on the recently launched Amazon marketplace in South Africa. Many new customers are rushing to explore the products and potential savings on the new platform. Brands are tapping at the door of Amazon SA to take advantage of its opportunities for a global market reach and new shoppers. If you are a business that has recently launched on Amazon South Africa or one looking to sell on the world’s largest e-commerce platform, you need an optimised Amazon listing to stand out, attract attention and make an impact in the booming marketplace. Any Amazon listing not designed to capture attention, drive clicks, and convert visitors risks falling behind.
As a registered Amazon Ads Partner and pioneering Amazon marketing agency in South Africa, Prebo Digital is ready to scale your business to seize the potential of Amazon South Africa. Since 2019, we have been at the forefront of Amazon marketing and have the industry experience and expertise to guide your business success.
Our Marketplace Lead, Menzi Mohale, shares invaluable insights into optimising listings to maximise visibility and conversion rates, regardless of industry.
Let’s unpack 6 of his best practices for crafting a high-performing Amazon listing tailored to boost your product’s presence and conversions on Amazon South Africa:
#1 Keyword-Rich Alt Tags: Improve Organic Ranking Through Visual Content
Search engines can’t “see” images but they can read the keywords you place in alt tags. Optimising these tags with high-ranking keywords helps Amazon South Africa’s algorithms understand your product and match it with relevant searches.
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“Adding keyword-rich alt tags to images will help improve organic ranking. This applies to all images, including A+ content,” explains Mohale.
Alt tags aren’t visible to customers, but they add significant weight to how Amazon interprets and ranks your listing.
When you include keywords in your alt tags, Amazon is more likely to categorise your product correctly and suggest it to users searching for similar items. Optimising alt tags with specific keywords and relevant phrases helps expand your listing’s visibility. So it is worth making sure each image’s alt tag is unique and strategically crafted.
#2 Use All Available Space in Your Main Image
The main product image is critical for attracting clicks and encouraging visitors to explore your listing further.
Mohale suggests maximising the space in your main image: “Use as much space as possible in the main image to stand out against competitors and drive CTR.”
With Amazon South Africa’s competitive layout, a well-designed main image can be the difference between capturing a customer’s attention or getting scrolled past.
High-resolution, clutter-free images that showcase the product clearly are essential. Avoid unnecessary props that might confuse viewers. Instead, feature the main product’s attributes, ensure they are centred, and use as much of the frame as possible. Larger, clearer visuals of the product in your main image help it appear more prominent and appealing than listings with smaller or poorly framed pictures.
#3 Illustrate Use Cases in the Main Image
One of the most effective ways to resonate with potential customers is to show your product in action.
As Mohale puts it, “Include use cases of the product in the main image to further drive CTR.”
Showing a product in a real-life scenario builds trust and sparks the imagination, helping customers envision how it fits into their lives.
If you’re selling a kitchen gadget, for example, consider a main image showing it in use, perhaps with a close-up of a completed dish. This adds authenticity and credibility and often increases CTR as users can immediately relate to the product.
#4 Maximize Character Counts in Headlines, Bullet Points, and Descriptions
Amazon South Africa allows a specific character count in headlines, bullet points and product descriptions for a reason. This space should be utilised fully with clear, concise information about your product.
Mohale recommends maximising the character count for all headlines, bullet points, and descriptions, emphasising that each element of the listing has the power to drive conversions.
For headlines, focus on the main keywords customers will likely search for. Bullet points should highlight your product’s features, benefits, and use cases.
For example, mention its durability, ease of use, or unique selling points that differentiate it from competitors. In the product description, dive deeper into the product’s specifics. If you sell a tech gadget, list the technical specifications and explain why they matter.
#5 Drive External Traffic to Boost Rankings
While Amazon’s internal SEO is crucial for bringing in traffic from outside, the platform can also positively impact your listing.
When Amazon sees a listing generating traffic from external sources like Google, social media, or even email marketing campaigns, it can boost the listing’s credibility and rank.
Leverage platforms like Facebook, Instagram, or your website’s blog to direct traffic to your Amazon listing. A well-crafted social media post or blog article can draw attention to your product and encourage customers to click through to Amazon. This approach increases visibility and boosts your conversion rates, as it brings interested and engaged buyers directly to your product page.
#6 Optimize Product Titles: Make Them Clear and Keyword-Optimised
Your product title serves as one of the first pieces of information a shopper sees. Create a compelling title that is both keyword-rich and readable. Include the brand name, key features, size, colour, and other vital information that may influence a purchase decision.
For example, if you’re selling a wireless earbud set, a title like “Bluetooth Wireless Earbuds – Noise-Cancelling, Long Battery Life – Black” covers important aspects that customers may be searching for.
Keywords in titles significantly influence Amazon South Africa’s algorithm and can help improve your ranking. Consider the main terms a customer might type in and experiment with placing these terms strategically within the title.
Trust The Experts For Listing Optimisation
From advanced SEO and content optimisation to expertly crafted PPC strategies and management, along with competitive analysis and bespoke Amazon brand storefront design, Prebo Digital is the partner you need in your corner to drive results.
By aligning with an Amazon Ads Partner – who’s as committed to driving your business success as you are – you can ensure that every element of your brand’s listings are strategically optimised for maximum visibility and conversions.
