Selling on Amazon can be a great way to grow your business, but sometimes your product listings don’t perform as expected. Maybe the sales are low, the page isn’t getting enough views, or customers aren’t converting. If this sounds familiar, don’t worry—you’re not alone. The good news is that there are proven strategies to fix underperforming product listings and get them back on track.
Step 1: Analyze your listing performance
The first step in fixing a problem is understanding what’s wrong. Dive into your Amazon Seller Central dashboard and analyze your product’s key metrics. Look at:
- Impressions: Are people even seeing your product?
- Click-through rate (CTR): Are customers clicking on your listing?
- Conversion rate: Are they buying your product once they’re on your page?
If your impressions are low, your product may not be ranking high enough in search results. A low CTR suggests your main image, title, or price might not be compelling. If your conversion rate is the issue, the problem could be with your listing content, reviews, or overall presentation.
Step 2: Improve your product title
Your product title is one of the most critical elements for both search rankings and customer clicks. Make sure it’s clear, concise, and includes relevant keywords. But don’t stuff it with keywords—Amazon favors titles that are easy to read and appealing to customers.
Include the following in your title:
- Brand name
- Key product features (like size, color, or material)
- A unique selling point
For example, instead of “Water Bottle,” try something like “Eco-Friendly Stainless Steel Water Bottle – Leakproof Design, BPA-Free, 24 oz.” A descriptive title gives customers confidence in what they’re buying and helps your product show up in relevant searches.
Step 3: Upgrade your product images
Images can make or break your listing. Customers rely on visuals to decide if they want to purchase, so your images need to be high-quality and informative.
Here’s how to make your images better:
- Use a clean, white background for the main image.
- Include lifestyle images showing the product in use.
- Add infographics to highlight key features or dimensions.
- Use close-up shots to show details like texture or special features.
Amazon consulting services often emphasize the importance of images in increasing CTR and conversions. If your current images aren’t delivering, consider hiring a professional photographer or designer to give your listing a polished, professional look.
Step 4: Optimize your bullet points and description
Your bullet points and product description are where you can dive deeper into what makes your product valuable. Focus on benefits, not just features. Instead of saying, “Made of stainless steel,” say, “Durable stainless steel design ensures long-lasting use.”
Here are some tips for improving your content:
- Keep your bullet points short and easy to scan.
- Highlight what sets your product apart (durability, design, ease of use).
- Address common customer questions or concerns.
- Use the description to tell a story or explain how the product solves a problem.
Effective Amazon product listing optimization isn’t just about stuffing keywords—it’s about giving customers the information they need to feel confident in their purchase.
Step 5: Adjust your pricing strategy
Pricing plays a big role in whether or not customers buy your product. If your listing isn’t performing, take a look at your competitors. Are they offering a similar product at a lower price? If so, you may need to adjust your pricing to stay competitive.
However, that doesn’t mean you have to race to the bottom. If your product is of higher quality or offers unique features, highlight that in your listing. You can even test different prices over time to see what works best.
Step 6: Get more reviews
Reviews are one of the most influential factors for customers. If your listing has few or no reviews, customers may hesitate to buy. Focus on getting more reviews by:
- Using the “Request a Review” button in Seller Central.
- Providing excellent customer service to encourage positive feedback.
- Enrolling in the Amazon Vine Program if you’re eligible.
Be careful not to violate Amazon’s policies by offering incentives for reviews. Instead, focus on providing a great customer experience that naturally leads to positive feedback.
Step 7: Drive traffic to your listing
Even the best listing won’t perform if no one is seeing it. You can drive more traffic by:
- Running Amazon PPC ads to boost visibility in search results.
- Using external marketing strategies like social media or email campaigns.
- Collaborating with influencers to promote your product.
If you’re unsure how to manage these efforts, you can look into Amazon consulting services. Experts can help you refine your advertising strategy and ensure your campaigns are delivering results.
Step 8: Monitor and adjust regularly
Fixing an underperforming listing isn’t a one-time task. After making changes, keep a close eye on your metrics to see what’s working. Be ready to tweak your strategy if necessary. Amazon’s marketplace is constantly changing, so staying proactive is key.
Final thoughts
Improving an underperforming product listing takes time and effort, but it’s worth it. Start by analyzing what’s wrong, then focus on key areas like titles, images, descriptions, and pricing. Make sure your listing is optimized to attract clicks and convert visitors into buyers.
