I’ve had some difficulty getting enough exposure on Amazon in both the organic and paid ads and yesterday spoke with an Amazon rep from the advertising side of things. She explained that my product titles are holding back the rankings.
As a fictitious example, we are selling ‘wedding gifts’. I have tried to target customers who don’t know what to buy and are searching for ideas, which are also appearing as search suggestions in the drop down search bar. So my titles start with phrases like ‘wedding gift ideas’. I also include more specific descriptions later on in the title and obviously in the description and bullet points.
The rep explained that this approach was counterproductive. She explained that the actual product description should be in the first 50 characters of the title. Whilst I accept that a more specific search is likely to result in a conversion, the search numbers suggest that there are many more people who are simply in need of ideas. She explained further that the algorithm was far less likely to show products that it couldn’t readily categorise in those first 50 characters.
She said that this would influence both the organic rankings and the ads.
Does anyone have a better understanding of this? Any help would be appreciated. Thanks.