You’ve finally got your product pages in a good place – the images are beautiful and informative, the copy is clear and concise, and you can finally relax, right? Not quite.
Unfortunately, the days of “set it and forget it” are long gone. Amazon’s ever-changing landscape means that in order to stay competitive, you need to continually optimise your listings. While this doesn’t mean a complete overhaul is necessary every time, here are a few signs that can signal a content update might be useful:
Branding or Packaging Changes
Consistency is key when selling online. Customers want to be confident that the product they see is the product they’re going to get. If your brand updates a logo or rehauls product packaging, be sure to update Amazon imagery.
Seasonality
Product use cases may shift throughout the year, so don’t be afraid to update your content to reflect those changes. Seasonality may shift how customers use and enjoy your products – just think how drinking cider in the summer and in the winter can be wildly different experiences.
Think about exercising in the height of summer versus the middle of winter. Chances are the workouts have moved indoors or, at the very least, the clothing requirements have changed. Swapping the sunny, outdoor photos for rainy or gym-based imagery in preparation for winter can highlight a product’s versatility and adaptability.
Additionally, putting a holiday spin on content during Q4 may help them stand out as gifting options.
Changes in the Competitive Landscape
When new competitors come into the market or existing competitors make major changes in branding or product selection, the category should take notice. Especially as new brands find success, try to understand how they represent themselves on the platform. Do they offer recipes or serving suggestions? Are they driven by on-location lifestyle photos or drive home eco-friendly messaging? Either way, it’s vital to understand how their entry may shake up the category – and what changes you can make to amplify your brand’s Unique Selling Points.
Consistent Customer Reviews
Reviews on Amazon serve three main purposes: reviews factor into the Amazon flywheel, provide social proof for buyers and give valuable customer feedback to brands. If customers are raving about your recyclable packaging or how impressed they are with your product’s durability, you can (and should) feed that information back into your copy and images.
Shifting Customer Shopping Behaviours
As language continues to evolve, customers will find new ways to search for your product. Don’t assume you know how they are going to do that. Keep an eye out for shifts in both organic and Amazon Advertising search terms and make a plan for how to coordinate keywords in your titles, bullet points, advertising campaigns and back-end search terms.
If you’re struggling to keep up with the constant changes needed to stay competitive, Expert Edge can help. Book in a time to chat if one of our Amazon Account Specialists to find out more about how we can help keep your content relevant and improve your Amazon SEO.
