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Module 4 of Amazon Navigator

August 16, 2020


Amazon Navigator - Sophie Howard (Aspiring Entrepreneurs)

MODULE 4 - Creating Your Amazon Listing

This is a detailed review of the 4th module of the Amazon Navigator course created by Sophie Howard. 

She has 10 major points throughout this module, from the reasons for creating an awesome listing to detailed descriptions of each part of what she sees as the ideal listing.  

MODULE 4 - Listing Creation and Optimization

Module Length: 1 hour, 36 minutes, 25 seconds

Listing Creation and Optimization

Point 1: Introduction: (a.k.a 6 Reasons Why a Good Listing Matters):

  1. Relevant Keywords = higher ranking in search results
  2. Eye-Catching title = stands out to competitors
  3. High Resolution Images = vital when customer cannot hold the product (aka always) (can zoom in, need three kinds of images: product, lifestyle and infographic)
  4. Bullet Points = Clear Sentences tell the customer how they can benefit from the product
  5. Reviews = Shoppers like the Social Proof 
  6. Complete Listing = Seller Professionalism

Point 2: Performing Awesome Keyword Research: 

Keyword research is vital because:

More relevant keywords = chances to appear in searches

The main tool that Sophie showcases is Merchant Words.

This tool provides estimates of the search volume of entered keywords and phrases as well as suggested keywords. 

Look at keywords in competitor listings for ideas:

Don't waste the limited number of characters you have in the keyword fields with commas.

Don't stuff keywords, Sophie has never done it and she still has great conversion rates.

Key to Remember:
Amazon search looks for key "words," not key "phrases."

Amazon's algorithm doesn't pair neighboring words.

When search engines were first created, the more times you had a given keyword, the higher you ranked. Now search engines have gotten smarter, recognizing other factors incorporating user experience, click-through rates and more. 

By repeating keywords more than twice, you will only harm your listing's rank. 

Point 3: Formulating an Attractive Title

Remember the market that you are trying to invade.

People have searched their desire

and now they are scrolling down the list


Is your Title gonna hook 'em?

Does the first part of the title grab attention?

First 85-95 characters of Your Title must be 2 things:

  1. eye-catching
  2. and informative.

Sophie labors to convey the need for titles to be readable to humans, not just search engines. 

Avoid using stars and other special symbols (Amazon has suspended listings for this and it really just makes your listing look cheesy and unprofessional) 

Avoid repeating the same keyword more than twice, because it wastes useful space (put other related keywords in there. (If you are struggling for keywords, see tips under point 2.)

Max Character Limit Awareness

Hey Watch Out!

** Number of Title Characters Differ**
Max characters in the title differ in each category

Use the maximum character limit if you have enough relevant keywords and if not,

Fill the space with product benefits. 

Include the quantity or other important specs such as size in the title.

Again, the title MUST make sense and be readable to not just a search engine, 

Sophie's Final Title Tip
Don't waste space in the title with punctuation, no search engine value according to Amazon's ToS. Read Amazon's ToS here.

Point 4: Constructing Your Amazon Bullets

Sell the BENEFITS of the item, not merely the characteristics. 

When you are scrolling through looking for what you need,

do you look for what the product's technical specifications are or

what the product can do for you?

most of the time it will be the latter first, then a few of the former. 

While you must include a balance of features and benefits in your Amazon listing, it is important to note where each is placed. 

3 Core Questions:

1. How will it make their life better?

2. What does your product do for the person buying it?

3. What painful or annoying symptoms does your product reduce or eliminate?

Knowing your market firsthand is a large advantage (speak to the reason why your prospects are looking to buy your product, what it will do for them).

sell to your customer's heart, not their minds. I found this article helpful

Use emotional language, not a logical argument.

Sophie drops a book recommendation

Influence by Robert Cialdini,

a psych prof at Arizona State

View a summary the key points here.

Or if you are a bookworm like me, here's the entire book in pdf

Sophie's take on including keywords in Bullets:

Keywords can help,

but less important here,

repeat the important specs like the size and quantity,

Sophie's Final Bullet Takeaway
Start with the most important information as some product categories hide the last bullet points so your customers still read the essential benefits of your item.

Point 5: Writing the Story of Your Product (Product Description)

The least important piece of your listing, but still a useful place to share the story of your product,

here's where you should include

a romanticized summary of how your product came about

helpful sizing charts,

more in-depth specs

and any important information that did not fit in the bullet point fields,

including background information on your brand and remain consistent (though not identical) between your listings. 

To conclude this section,

Check out what Yogi Tea did to promote their story on their product packaging:

Point 6: Creating an Excellent Offer

To show how to formulate her offer, Sophie goes to another tab in Seller Central. 

Set price but experiment to find the 'sweet spot' using sales price, if you change the actual price many times, you can be penalized. 

Sophie uses 

Be Prepared to Enter details like the following in Seller Central:

  • Price (again, use the highest price you will ever sell the product for, you can always adjust the sales price)
  • Product UPC (Make sure your source is GS1 compliant)
  • FNSKU (Amazon will generate these for you when prompted)
  • Start Selling Date (Don't set this if you don't know when your product
  • Fulfillment Channel (you ship or Amazon ships)
  • Dimensions (use the dimensions common to the country your product is selling)
  • Weight (again use the dimensions common to the country your product is selling)
  • Color (include the specific shade and number code)

Point 7: Stunning Prospects with Your Images 

Main Image must be clear cut on white background

Generating Product Photos Lightning Fast
Sophie suggests having your supplier take a picture with their phone and email it to you. Upon reception,  have a photo editor clean the photo up, make it pop, etc. (Cell phone photos today have great quality, which reduces the need for professional photography in ecommerce)

Bigger is Better when it comes to quality (4k is better than 1080p)

How many photos should your listing have?

Sophie recommends 6-8 photos is great, but

4-6 is okay, but no less than that. 

Here's the actions Sophie takes to make her perfect listing:

  • Show 2 product only shots
  • Show 2 to 4 lifestyle shots (use Photoshop if required for HQ)
  • Show 2 or more lifestyle images, which are people enjoying your product or the benefits of the it.  

If you are in need of some photo help,

Sophie leaves the following directions:

Go to Upwork or Fiverr to find a good photoshop editor.

Final Pro Photo Tip
Have the photo designed, Sophie suggests, so that the eye tracks from left to right towards the "buy now" button. 

Point 8: The Secret to Getting Riveting Reviews

Absolutely vital,

social proof is convincing,

use only legitimate review websites (Amazon is closing the loophole where reviews can be spammed),

Aim for minimum of 10 to 50 reviews (when you reach the 50 review milestone, Amazon sees you as a more reputable seller depending on competition),

avoid expensive review services,

Bottomline: If you've done your work in branding, the reviews will follow.

Sophie's Ending Review Tip:
To get more reviews, make an excellent email follow-up sequence for product buyers. Often you can easily set up a service to handle this for you. Sophie has had the most success with Feedback Genius.

Point: 9: Stuck? Here's the Helpline

Getting assistance: Questions or require more information?

Contact Seller Central Support via the "Help" button in Seller Central or calling 1-866-216-1072.

Navigate the Amazon Seller Phone Tree using this guide.

Point 10: Style Guide 

Who are you talking to?

Hearts or minds?

Following Amazon guidelines and rules,

check out the Amazon Quick Start Style Guide here

Sophie shares an Acronym


When building your listing,

Stay with in ToS character limitations.


Don't overthink the process of creating your listing, 

just do it because

you can easily edit it later, 

don't stop,

just get it up,

make progress toward your goals,

 taking steps forward each day.

Sophie provides a thorough walkthrough of how to set up a full product listing from the vital information to the more details section.

She doesn't spend much time on images as she promises a future session focused exclusively on product pictures.

She spends a lot of time commenting on high quality listing keyword sections (Title, Bullets, Description, etc.)

Sophie recommends that bullet points be lower than the max character count (500) as that can be too much and overwhelm the viewer.

In the "More Details" section, she offers advice as to which sections she fills in and which she leaves open to Amazon's discretion, which is helpful as there are a lot of optional boxes.

Session Duration: 1 hour 36 minutes and 25 seconds

Module 4 - My Primary Takeaways 

The largest takeaway I had was Sophie's encouragement to write up a story for your brand, giving something that your prospects can emotionally connect with.  

That story can to be spread on your social media, on the product packaging, and in the description section of your Amazon listing. 



This Module goes into great detail on what creating a product listing on Amazon entails. It teaches unique ways to find applicable keywords and stunning images. Both novice sellers and advanced FBA professionals  will find this module valuable.

Lead Generation is my #1 Online Business Choice 
(IMO Less Hassle Than Selling Physical Products)
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