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Why Aren’t My Products Selling on Amazon?

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Why Aren’t My Products Selling on Amazon?

You’re following everything you’ve learned on YouTube or Facebook about listing optimization for Amazon.

Maybe you’ve even paid an agency to optimize your listings.

But still, you just aren’t moving product.

A few years ago, if you just made sure you had a strong title, bullets, and images, it was enough to get your listing to sell on Amazon.

However, as the number of organic spots has shrunk, more placements go toward advertising, and competition has increased.

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Making your listing easy to find on Amazon has become more challenging.

You will likely need a strategic plan, including a well-optimized listing and a well-thought-out ad strategy.

If your listing is not selling, this article will help you troubleshoot what could be stopping it from getting to the top of the Amazon search results.

Proper Keyword Research

One of the most fundamental pieces of a successful listing on Amazon is proper keyword research.

On Amazon, people primarily find products through search.

When customers visit Amazon, unless they come from an external link to a product, they are most likely typing what they want into the search bar.

They might enter hundreds of potential keyword research to find products.

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There are several tools to help with keyword research.

I recommend a tool specializing in Amazon because the keywords you need will be different than for Google or other search engines.

Also, choose a tool that specifically shows you the potential search volume on Amazon.

My favorites are Merchant Words, Sellzone, and Helium10; each has its own strengths and we use a combination of all three.

Screenshot from Merchant Words, May 2022MerchantWords is one of several tools that can help you identify important keyword phrases for your Amazon listing.

Think of each keyword phrase as another potential door for people to find your product.

Each keyword phrase will attract specific types of customers.

Make sure you are ranking well for the most relevant keyword phrases for your product with search volume.

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One of the most critical aspects of marketing products on Amazon is to make sure you have done the proper keyword research.

Missing important keyword phrases can significantly decrease your overall sales on Amazon.

As you do your keyword research, look at your product’s potential demand.

Here is a list of questions you should review after completing your keyword research:

  • Is there an existing search volume for my brand or product name?
  • Is there search volume for the keyword phrases my customers are most likely to type into Amazon?
  • Are there similar products selling well on Amazon?

You will need at least one of these questions to be a yes, for most products to succeed.

You will have the best start for a quick launch if your brand already has search volume because you can rank quickly for your name.

First, you should run some branded advertising campaigns to protect your branded SERPs (search engine result pages).

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If no one is looking specifically for your brand or product, it is vital to have at least some highly relevant keywords to your product that have significant search volume.

If not, there might not be enough demand for your products yet on Amazon.

You can use Helium 10 or Merchant Words as a search volume estimator.

If you see that very similar products are selling well on Amazon, that shows you that there is demand for the product.

Do a reverse ASIN search on any of the earlier mentioned keyword tools to make sure you have correctly identified all of the most important keyword phrases your competitors are using to capture sales on Amazon.

Xray is a tool by Helium 10 that allows you to see estimated sales velocity for your competitor's products.Screenshot from Helium 10, May 2022Xray is a tool by Helium 10 that allows you to see estimated sales velocity for your competitor's products.

If you notice that other sellers have the same difficulty with sales, there may not be enough demand for the product you are trying to sell.

Alternatively, if you search and cannot find other people selling the product, it may be because there is not enough demand.

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Once you have done your keyword research, look at the title, bullets, and structured data of your listing to make sure you have included your root keywords (the individual words that make up your essential keyword phrases).

Make Sure You Are Indexed

For example, if someone is searching for a women’s black cotton t-shirt on Amazon, you want specific terms indexed, such as “black shirt,” “women’s shirt,” and “cotton t-shirt.”

Customers cannot find you via those search terms if you are not indexed.

Not being indexed for the right keywords considerably affects your sales, affecting how customers find your products.

The easiest way to determine if you are indexed for specific keywords is to use the ASIN (Amazon standard identification number) tools on the Amazon market.

Enter your ASIN and look at the various keywords already indexed.

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If you notice you are missing critical keywords, you may need to adjust.

You can also use the reverse search function of Merchant Words (ASIN Plus) or Helium 10 (Cerebro) to see the keywords those tools identified and are already indexed for your product.

Optimize Your Content And Product Descriptions

Optimizing your content and product descriptions is a balancing act.

You need to include as many root keywords as possible while making sure your copy is compelling to your potential buyers.

A few years ago, you wanted to include as many root keywords as possible.

It was all about increasing the number of keyword phrases your product could show up for in search.

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However, since there is a finite number of ways and characters to index for on Amazon, you want to focus on the keywords with the most chance of ranking in the top three positions; this means being selective about the keywords you prioritize in your listing.

You may need to play around with the content to ensure it reads naturally but is also packed with relevant keywords that will help you get indexed.

You also need to ensure that the content and product descriptions differentiate you from your competitors while providing enough information about the product and answering any questions customers may have.

Additionally, you need to ensure that you have the right keywords in your content to get indexed where you need to be indexed.

If you notice that your product is still not selling, it may be time to play around with your content and product descriptions.

Consider rewriting the content or hiring a professional writer to help you, and see if your conversion rate improves.

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Optimize Your Images

Written content is essential, but a picture says a thousand words.

Having well-optimized images is vital on Amazon, especially when you consider that only your title and images are above the fold on mobile.

You may struggle with your conversion rate and higher advertising costs if you have poor-quality images.

Robyn Johnson explains the power of optimized images in ecommerce listings on Amazon.

Robyn Johnson explains the power of optimized images in ecommerce listings on Amazon.

For most ads, your primary image will be the direct creative for your campaigns.

Many customers decide to do business with one seller over another simply because the other sellers’ images make their products more appealing.

Images should highlight the product, the product’s essential features, and the direct benefits.

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While there are stringent rules about your primary image, your secondary images can give you a chance to provide important information about your product.

It also is one of the few areas on the Amazon Product Detail Page where you can create some brand continuity.

If you have trouble with your conversion rate, look at your competitor’s images. What questions do they answer that your images do not?

Do they showcase the product in a better light?

Do they show something about the product that your images are not showing?

If your competitors’ pictures are better than yours, it may be time to upgrade your images and see if you can increase your conversion rate.

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Organically Gather Reviews

Another common reason your Amazon listing may not be converting is that you do not have reviews.

Nearly every buyer on Amazon takes the time to read at least a few reviews to determine if the seller is legit and if the product is worth the money.

As a rule of thumb, you should try to have at least 25 reviews to be retail-ready.

You may need fewer reviews if you are in a more specialized or niche category.

If you are in a more competitive category, you may need more reviews.

You do have to start somewhere, so if you have fewer reviews, focus on getting conversions for your product.

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It is expected that about 1% to 3% of Amazon customers will leave a review.

If you do not have reviews, you can obtain them in a few different ways.

  • You can use the Amazon Request a Review Button.
  • You can use Vine (eligibility requirements).
  • You can use third-party tools to request reviews.

Additionally, you want to ensure that your reviews are honest and reputable.

Not only can you get in trouble if you pay for good reviews, but it may turn off buyers if they suspect the fake reviews. If you get one or two negative reviews, do not worry.

However, if you start getting many negative reviews, address why they are happening and work to prevent them.

Amazon is very sensitive about fake reviews and review programs.

This includes not having family or friends review your products or your competitors.

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It is vital to read and understand Amazon’s policies around reviews.

Determine Whether You Have A Traffic Or Conversion Problem

If we haven’t found a glaring issue, it’s time to look into why our product may not be selling.

Amazon provides sellers with a report called the Detail Sales and Traffic Report (under Reports, Business Reports).

Unfortunately, many sellers miss this valuable report, but it contains vital information that can help you determine if you may have a traffic or conversion issue.

Pay close attention to the Unit Sessions Percentage, ultimately, your conversion percentage.

The report also tells you how many page views and sessions your listing gets over a specified period.

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By reviewing this report, you can see if your product is getting traffic or not.

If the traffic is low, you know to find a way to boost traffic.

You can boost traffic in several ways, including adding more keywords or utilizing paid ads.

You have a conversion issue to address if you see that you are getting traffic, but people are not buying.

You may have low-quality images or poor content preventing people from purchasing from you.

In this case, address why your product is not selling before you attempt to increase the overall traffic to get your product to sell.

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Identify The Number Of Keywords On Page One

If you have been around digital marketing for any period, you have probably heard the joke that the best place to hide a dead body is page two of a search.

This is just as true on Amazon as on any other search engine.

We talked about reverse ASIN searches a few times in the article.

I recommend you look into both you and your primary competitors already selling well on Amazon for two things.

First, how many keywords are you in the top 10 positions compared to your competitors?

To do this:

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  • Filter the search for organic positions between 1-10.
  • Compare your product to your competitor.
  • Suppose your competitors index for a significantly higher number of relevant keywords.

In that case, they are outranking you on the keywords with the highest search volume, which will be a primary reason they are outselling your product.

To combat this, run Sponsored Product campaigns for the keyword phrases to help increase your conversions for those keyword phrases.

This approach can allow you to climb the SERPs for your most important keyword phrases.

Make Sure Your Ad Campaigns Are Successful

On Amazon, advertising has a direct impact on organic ranking in addition to the sales you get directly from your advertising.

Even if produced as a result of an ad, each conversion can help your organic ranking on Amazon.

If you are selling a product in a competitive and crowded niche, you may need to run Amazon ads to help increase traffic or conversion rates.

These increased conversions, especially through sponsored products, can help you move up in the rankings for important keyword phrases.

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Many brands find if they run ads at a high volume for a short period of time, they start to see an increase in traffic and conversion rates, and then that increase naturally continues on its own even after dialing back the ads.

If you are running ads, you want to ensure you use particular keywords that convert and carefully consider the structure and strategy behind your ads.

Amazon features an Amazon Learning Console, a free tool that helps you learn more about ads and use the match types, placement, and ad products to improve your overall return from advertising on Amazon.

More resources: 


Featured Image: totojang1977/Shutterstock

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Content Pruning: Why It Works, and How to Do It

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Content Pruning: Why It Works, and How to Do It

Content pruning sounds pretty appealing: delete a ton of content and see your organic traffic improve. But pruning has risks (like deleting useful pages and useful backlinks), and benefits are not guaranteed: So how does pruning actually work? And when

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8 Free SEO Reporting Tools

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8 Free SEO Reporting Tools

There’s no shortage of SEO reporting tools to choose from—but what are the core tools you need to put together an SEO report?

In this article, I’ll share eight of my favorite SEO reporting tools to help you create a comprehensive SEO report for free.

Price: Free

Google Search Console, often called GSC, is one of the most widely used tools to track important SEO metrics from Google Search.

Most common reporting use case

GSC has a ton of data to dive into, but the main performance indicator SEOs look at first in GSC is Clicks on the main Overview dashboard.

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As the data is from Google, SEOs consider it to be a good barometer for tracking organic search performance. As well as clicks data, you can also track the following from the Performance report:

  • Total Impressions
  • Average CTR
  • Average Position
gsc-performance-overviewgsc-performance-overview

Tip

If you’ve signed up for AWT using Google Search Console, you can view your GSC performance data in Ahrefs by clicking “GSC Performance” from the main dashboard.

But for most SEO reporting, GSC clicks data is exported into a spreadsheet and turned into a chart to visualize year-over-year performance.

organic-traffic-graph-showing-clicks-year-over-yearorganic-traffic-graph-showing-clicks-year-over-year

Favorite feature

One of my favorite reports in GSC is the Indexing report. It’s useful for SEO reporting because you can share the indexed to non-indexed pages ratio in your SEO report.

google-search-console-indexed-pages-reportgoogle-search-console-indexed-pages-report

If the website has a lot of non-indexed pages, then it’s worth reviewing the pages to understand why they haven’t been indexed.

Price: Free

Google Looker Studio (GLS), previously known as Google Data Studio (GDS), is a free tool that helps visualize data in shareable dashboards.

Most common reporting use case

Dashboards are an important part of SEO reporting, and GLS allows you to get a total view of search performance from multiple sources through its integrations.

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Out of the box, GLS allows you to connect to many different data sources.

Such as:

  • Marketing products – Google Ads, Google Analytics, Display & Video 360, Search Ads 360
  • Consumer products – Google Sheets, YouTube, and Google Search Console
  • Databases – BigQuery, MySQL, and PostgreSQL
  • Social media platformsFacebook, Reddit, and Twitter
  • Files – CSV file upload and Google Cloud Storage

Sidenote.

If you don’t have the time to create your own report manually, Ahrefs has three Google Looker Studio connectors that can help you create automated SEO reporting for any website in a few clicks

google-looker-studio-partner-connectorsgoogle-looker-studio-partner-connectors

Here’s what a dashboard in GLS looks like:

ahrefs-seo-audit-dashboardahrefs-seo-audit-dashboard
Ahrefs Google Looker Studio integration

With this type of dashboard, you share reports that are easy to understand with clients or other stakeholders.

Favorite feature

The ability to blend and filter data from different sources, like GA and GSC, means you can get a customized overview of your total search performance, tailored to your website.

Price: Free for 500 URLs

Screaming Frog is a website crawler that helps you audit your website.

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Screaming Frog’s free version of its crawler is perfect if you want to run a quick audit on a bunch of URLs. The free version is limited to 500 URLs—making it ideal for crawling smaller websites.

screaming-frog-user-interface-screenshotscreaming-frog-user-interface-screenshot

Most common reporting use case

When it comes to reporting, the Reports menu in Screaming Frog SEO Spider has a wealth of information you can look over that covers all the technical aspects of your website, such as analyzing, redirects, canonicals, pagination, hreflang, structured data, and more.

Once you’ve crawled your site, it’s just a matter of downloading the reports you need and working out the main issues to summarize in your SEO report.

Favorite feature

Screaming Frog can pull in data from other tools, including Ahrefs, using APIs. 

If you already had access to a few SEO tools’ APIs, you could pull data from all of them directly into Screaming Frog. This is useful if you want to combine crawl data with performance data or other 3rd party tools.

screaming-frog-api-accessscreaming-frog-api-access

Even if you’ve never configured an API, connecting other tools to Screaming Frog is straightforward.

Price: Free

Ahrefs has a large selection of free SEO tools to help you at every stage of your SEO campaign, and many of these can be used to provide insights for your SEO reporting.

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when-to-use-ahrefs-free-tools-across-the-seo-process-illustrationwhen-to-use-ahrefs-free-tools-across-the-seo-process-illustration

For example, you could use our:

Most common reporting use case

One of our most popular free SEO tools is Ahrefs Webmaster Tools (AWT), which you can use for your SEO reporting.

With AWT, you can:

  • Monitor your SEO health over time by setting up scheduled SEO audits
  • See the performance of your website
  • Check all known backlinks for your website
ahrefs-overviewahrefs-overview

Favorite feature

Of all the Ahrefs free tools, my favorite is AWT. Within it, site auditing is my favorite feature—once you’ve set it up, it’s a completely hands-free way to keep track of your website’s technical performance and monitor its health.

If you already have access to Google Search Console, it’s a no-brainer to set up a free AWT account and schedule a technical crawl of your website(s).

Price: Free

Ahrefs’ SEO Toolbar is a free Chrome and Firefox extension useful for diagnosing on-page technical issues and performing quick spot checks on your website’s pages.

Most common reporting use case

For SEO reporting, it’s useful to run an on-page check on your website’s top pages to ensure there aren’t any serious on-page issues.

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ahrefs-seo-toolbar-overviewahrefs-seo-toolbar-overview

With the free version, you get the following features:

  • On-page SEO report
  • Redirect tracer with HTTP Headers
  • Outgoing links report with link highlighter and broken link checker
  • SERP positions
  • Country changer for SERP

The SEO toolbar is excellent for spot-checking issues with pages on your website. If you are not confident with inspecting the code, it can also give you valuable pointers on what elements you need to include on your pages to make them search-friendly.

If anything is wrong with the page, the toolbar highlights it, with red indicating a critical issue.

severity-highlight-ahrefs-seo-toolbarseverity-highlight-ahrefs-seo-toolbar

Favorite feature

The section I use the most frequently in the SEO toolbar is the Indexability tab. In this section, you can see whether the page can be crawled and indexed by Google.

indexability-tab-ahrefs-seo-toolbarindexability-tab-ahrefs-seo-toolbar

Although you can do this by inspecting the code manually, using the toolbar is much faster.

Price: Free

Like GSC, Google Analytics is another tool you can use to track the performance of your website, tracking sessions and conversions and much more on your website.

google-analytics-screenshotgoogle-analytics-screenshot

Most common reporting use case

GA gives you a total view of website traffic from several different sources, such as direct, social, organic, paid traffic, and more.

Favorite feature

You can create and track up to 300 events and 30 conversions with GA4. Previously, with universal analytics, you could only track 20 conversions. This makes conversion and event tracking easier within GA4.

Price: Free

Google Slides is Google’s version of Microsoft PowerPoint. If you don’t have a dashboard set up to report on your SEO performance, the next best thing is to assemble a slide deck.

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Many SEO agencies present their report through dashboard insights and PowerPoint presentations. However, if you don’t have access to PowerPoint, then Google Slides is an excellent (free) alternative.

google-slides-screenshotgoogle-slides-screenshot

Most common reporting use cases

The most common use of Google Slides is to create a monthly SEO report. If you don’t know what to include in a monthly report, use our SEO report template.

Favorite feature

One of my favorite features is the ability to share your presentation on a video chat directly from Google Slides. You can do this by clicking the camera icon in the top right.

share-video-chat-google-slidesshare-video-chat-google-slides

This is useful if you are working with remote clients and makes sharing your reports easy.

Price: Free

Google Trends allows you to view a keyword’s popularity over time in any country. The data shown is the relative popularity ratio scaled from 0-100, not the direct volume of search queries.

Most common reporting use cases

Google Trends is useful for showing how the popularity of certain searches can increase or decrease over time. If you work with a website that often has trending products, services, or news, it can be useful to illustrate this visually in your SEO report.

Google Trends makes it easy to spot seasonal trends for product categories. For example, people want to buy BBQs when the weather is sunny.

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Using Google Trends, we can see that peak demand for BBQs usually happens in June-July every year.

bbq-google-trends-graphbbq-google-trends-graph

Using this data across the last five years, we could be fairly sure when the BBQ season would start and end.

Favorite feature

Comparing two or more search terms against each other over time is one of my favorite uses of Google Trends, as it can be used to tell its own story.

google-trends-comparison-examplegoogle-trends-comparison-example

Embellishing your report with trends data allows you to gain further insights into market trends.

You can even dig into trends at a regional level if you need to.

regional-trends-via-google-trendsregional-trends-via-google-trends

Final thoughts

These free tools will help you put together the foundations for a well-rounded SEO report.

The tools you use for SEO reporting don’t always have to be expensive—even large companies use many of the free tools mentioned to create insights for their client’s SEO reports.

Got more questions? Ping me on X 🙂

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Study Reveals Potential Disruption For Brands & SEO

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Study Reveals Potential Disruption For Brands & SEO

A new study by Authoritas suggests that Google’s AI-powered Search Generative Experience (SGE), currently being tested with a limited group of users, could adversely impact brand visibility and organic search traffic.

These findings include:

  • When an SGE box is expanded, the top organic result drops by over 1,200 pixels on average, significantly reducing visibility.
  • 62% of SGE links come from domains outside the top 10 organic results.
  • Ecommerce, electronics, and fashion-related searches saw the greatest disruption, though all verticals were somewhat impacted.

Adapting to generative search may require a shift in SEO strategies, focusing more on long-form content, expert insights, and multimedia formats.

As Google continues to invest in AI-powered search, the Authoritas study provides an early look at the potential challenges and opportunities ahead.

High Penetration Rate & Industry-Wide Effects

The study analyzed 2,900 brand and product-related keywords across 15 industry verticals and found that Google displays SGE results for 91.4% of all search queries.

The prevalence of SGE results indicates they impact a majority of websites across various industries.

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The research analyzed the typical composition of SGE results. On average, each SGE element contained between 10-11 links sourced from an average of four different domains.

This indicates brands may need to earn multiple links and listings within these AI-curated results to maintain visibility and traffic.

The research also suggests that larger, well-established websites like Quora and Reddit will likely perform better in SGE results than smaller websites and lesser-known brands.

Shifting Dynamics In Organic Search Results

With SGE results occupying the entire first page, websites that currently hold the top positions may experience a significant decrease in traffic and click-through rates.

When a user clicks to expand the SGE element, the study found that, on average, the #1 ranked organic result drops a sizeable 1,255 pixels down the page.

Even if a website ranks number one in organic search, it may effectively be pushed down to the second page due to the prominence of SGE results.

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New Competition From Unexpected Sources

The study revealed that SGE frequently surfaces links and content from websites that didn’t appear in the top organic rankings.

On average, only 20.1% of SGE links exactly matched a URL from the first page of Google search results.

An additional 17.9% of SGE links were from the same domains as page one results but linked to different pages. The remaining 62% of SGE links came from sources outside the top organic results.

Challenges For Brand Term Optimization & Local Search

The study reveals that SGE results for branded terms may include competitors’ websites alongside the brand’s own site, potentially leading to increased competition for brand visibility.

Laurence O’Toole, CEO and founder of Authoritas, states:

“Brands are not immune. These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”

Additionally, local businesses may face similar challenges, as SGE results could feature competing local brands even when users search for a specific brand in a regional context.

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Methodology & Limitations

To arrive at these insights, Authoritas analyzed a robust dataset of 2,900 search keywords across a spectrum of query types, including specific brand names, brand + generic terms, brand + product names, generic terms, and specific product names. The keywords were distributed across 15 industry verticals.

The study utilized a consistent desktop browser viewport to quantify pixel-based changes in the search results. Authoritas also developed proprietary “alignment scores” to measure the degree of overlap between traditional organic search results and the new SGE links.

While acknowledging some limitations, such as the keyword set needing to be fully representative of each vertical and the still-evolving nature of SGE, Authoritas maintains that the insights hold value in preparing brands for the new realities of an AI-powered search ecosystem.

Why We Care

The findings of the Authoritas study have implications for businesses, marketers, and SEO professionals. As Google’s SGE becomes more prevalent, it could disrupt traditional organic search rankings and traffic patterns.

Brands that have invested heavily in SEO and have achieved top rankings for key terms may find their visibility and click-through rates diminished by the prominence of SGE results.

SGE introduces new competition from unexpected sources, as most SGE links come from domains outside the top 10 organic results. This means businesses may need to compete not only with their traditional rivals but also with a broader range of websites that gain visibility through SGE.

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As Google is a primary source of traffic and leads for many businesses, any changes to its search results can impact visibility, brand awareness, and revenue.

How This Could Help You

While the rise of SGE presents challenges, it also offers opportunities.

Taking into account what we’ve learned from the Authoritas study, here are some actionable takeaways:

  • As SGE favors in-depth, informative content, businesses may benefit from investing in comprehensive, well-researched articles and guides that provide value to users.
  • Incorporating expert quotes, interviews, and authoritative sources within your content could increase the likelihood of being featured in SGE results.
  • Enriching your content with images, videos, and other multimedia elements may help capture the attention of both users and the SGE algorithm.
  • Building a strong brand presence across multiple channels, including social media, industry forums, and relevant websites, can increase your chances of appearing in SGE.
  • Creating a trustworthy brand and managing your online reputation will be crucial, as SGE may feature competitors alongside your website.

Looking Ahead

While the long-term impact of SGE will depend on user adoption and the perceived usefulness of results, this study’s findings serve as a valuable starting point for businesses and SEO professionals.

By proactively addressing the challenges and opportunities SGE presents, you can increase your chances of success in the new search environment.


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