Mobile Friendly Listing Optimization

Is your Amazon listing mobile-optimized?

Have you ever compared how your Amazon listings look on different screen sizes? Looked at a side-by-side view of your product detail page on a laptop and the Amazon app on your phone? If not, you might be surprised at how big of a difference there is between Amazon’s mobile, tablet, and desktop detail page formats – and how much you can improve customer experience by thinking about listing optimization from a mobile perspective.

These days, the majority of traffic online is through a mobile device – but frequently, our workstations are desktops with large monitors. This can create a significant disconnect between what you see when you’re working on your product listings, and what the consumer sees when they shop for that product. It’s important to note some of the big differences in Amazon page formatting so that you can ensure your listings look their best on Amazon’s app and on mobile browsers.

Let’s look at some of the main areas where you can make the listing optimization process mobile-friendly :

  • Title length. In mobile browsing, titles are typically truncated at around 70 characters. On the other hand, desktop browsing often allows for nearly double that.
    • If you are using several descriptive terms in your title, carefully consider which ones to prioritize so consumers aren’t missing crucial information as they scroll through search results
  • Images. In mobile, Amazon encourages users to move through product images on a detail page by putting only the images and title above the fold for most devices, and including an easy swipe scroll to move through multiple photos. First impressions count – make sure that you are including a high-quality, professional hero image as well as several additional alternate angles and/or lifestyle shots. The format of Amazon’s mobile experience directs shoppers to explore a product’s photos before moving any further into details about the item itself.
    • Since a shopper must scroll past the images to the text content below them, it’s a good idea to include close-ups of specific features or lifestyle shots that showcase benefits you can then detail below in the page content.
  • Bullet and description placement. In most mobile views, the description for the item actually appears before the bullet points – a 180-degree change from desktop viewing. Don’t neglect your description – in mobile and app views, it’s the first text they’ll see when they scroll down for additional details.
    • In addition to the reverse placement, bullets and descriptions are also truncated in mobile and app view. Carefully prioritize the content in your bullets and description so that customers are given important information without needing to click into each separate section:
      • For bullets, only the top three bullets are shown. For the remaining bullets, shoppers must click into the Features & Details section.
      • For descriptions, only the first 200 characters or so are shown. Again, to view the rest of the product description, the shopper must click on the Description section.

In addition to the main points above, there are several other features that change dramatically or are given a disproportionate amount of screen space in app/mobile views – this includes advertisements, sponsored product roto-banners, photos and videos posted in customer reviews, and more. As the majority of shoppers begin their search through their phone’s browser or Amazon app, it’s crucial that you carefully examine your listings through their eyes and incorporate the mobile experience into your listing optimization process. With each additional click or scroll, you place one more roadblock between the customer and their purchase. High-quality content that allows the customer to quickly make a purchase decision will drive your conversion rates up and improve the customer experience overall.

 

Want to find out more about how to optimize your listing content for improved conversion and revenue? Contact us about our comprehensive optimization and channel management solutions for Amazon and beyond.

Tiger Paton

Tiger Paton is the Creative Lead at Digital Brandworks, a digital consultancy that provides customized solutions for improving marketplace performance on Amazon and beyond.

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