If you’re selling auto parts and accessories on Amazon and need an Amazon listing template, we’ve got your back. Use this template and you’ll be selling more auto parts on Amazon!
The Amazon marketplace is a highly competitive environment to sell automotive products, and is growing rapidly (just like automotive eCommerce is in general). Creating a compelling product listing needs captivating and well-organized content. It also needs to follow specific optimizations. This is to make sure your product listing gets good visibility and converts well.
How to sell auto parts on Amazon? Start by optimizing your title
Crafting a compelling product title on your Amazon product page is critical to maximize visibility and to drive click-through rates. Amazon sets a 200-word limit for product titles, so use this space wisely.
Include important information in the Amazon title including the brand name, product type, color and key features relevant to your automotive product. It’s important to include the make and model of car or truck it fits (if it’s not a universal product). If your product fits dozens or hundreds of combinations of year, make or model then try to use the most popular examples or broadest way to describe the fitment.
Here’s an example for including product type keywords: If you’re selling car seat covers, use keywords like “custom car seat covers,” “waterproof seat protectors,” and “luxury leather car seats” strategically in your product title.
Also avoid keyword stuffing. Avoid unnecessary fluff words to maximize search visibility. Don’t use HTML code or ALL CAPS. And don’t use the PIES file descriptions!
SEO for Amazon titles
The product title is where you start to optimize for “Amazon SEO” and take advantage of the Amazon A9 search algorithm. It isn’t nearly as sophisticated as Google’s but doesn’t need to be, either. If you’ve already experimented with Amazon’s autocomplete suggestions when you enter text, you already know the suggestions aren’t as expansive as Google. Amazon’s A9 is strictly for eCommerce and looks for relevant keywords in the product title and listing (it also factors in positive customer reviews, prices and historical sales volume).
Amazon Pro Tip: You can learn a lot about how Amazon A9 search works by conducting your own product searches and watching the autocomplete suggestions to help find the best keyword phrases.
A good strategy is to identify highly relevant and frequently searched keywords to enhance your listing’s ranking by using third-party search tools. There are a number of these tools available to help Amazon sellers optimize their listings.
5 bullet points in your Amazon listing template
Your Amazon listing gets five bullet points under “About this item.” These show before the description, so they’re very important. Amazon gives you a total of 1,000 characters for all 5 bullet points so do your keyword research and plan ahead. Avoid adding prices or any other information that may change over time to your bullet points. Use phrases instead of grammatically-correct sentences and don’t use periods, question marks or exclamation marks.
Bullet point tips
- Keep bullet points short
- Most important or persuasive information at the top
- Remaining bullet points in descending order of importance
- Limit yourself to two sentences per bullet point, 1 or 2 lines
- Capitalize the first word
See what we did there with bullet points?
Also Amazon recommends using numerals (“3”) instead of spelling (“three”), don’t use symbols like “®” or “©” and avoid puffery like “most popular item.”
Also, abbreviations are common in PIES file descriptions. Don’t let these slip into your bullet points. These are common abbreviations that make sense to us in the aftermarket but not to a consumer. Look for things like “mrkr assy,” “Sbc,” “lng bd,” “w/o” and so on (actual abbreviations from PIES files).
Amazon Pro Tip: If there are bullet points already in the product’s PIES file, avoid the temptation to re-use them on your Amazon product listing!
Some research suggests to put important words in ALL CAPS. Other research says to avoid that. Test it for yourself and see what the results are.
Amazon’s research shows that bullet points increase product sales. It’s wise to follow Amazon’s own advice for your bullet points: they help you sell the most important key features and benefits of your product. Most importantly, your customers use them to understand your product’s distinguishing characteristics as they compare them to competing products.
Optimize Amazon product descriptions
Your automotive product description is the sales pitch. It’s your closing statement. It gives the customer more detailed information while highlighting the benefits of your offerings.
The description is where you ensure the customer’s trust.
Give the customer information that distinguishes your product from the competition.
Automotive aftermarket enthusiasts do a lot of pre-purchase research before buying, so the product description is very important. The product description has a 2,000-character limit and is often overlooked by sellers when setting up their product listing.
It shows up after the customer learned enough from your bullet points to be interested in clicking the “See more product details” link.
Product descriptions: differences matter
Focus on the differences that matter most to your customer. For example, describe how your high-performance air filters improve engine efficiency and fuel economy better than your competition. If you’re selling car accessories, be comprehensive and accurate when describing your products’ features and functionality. Provide specifications such as compatibility with year, make or model, even though this will also be in the fitment data you upload to Amazon.
Amazon Pro Tip: Manufacturers and resellers tend to think about product features. Customers tend to look for benefits. “Made from stainless steel” is a feature. “Made from high-grade 316 stainless steel to resist corrosion” is a benefit.
Accuracy is important with product descriptions. Don’t over-promise because that can lead to returns and bad reviews.
Avoid keyword stuffing in your description (and in bullet points and titles). Keyword stuffing is the unnatural repetition of keywords to try to rank higher in search results. The Amazon A9 search algorithm detects and penalizes keyword stuffing. Always distribute your keywords evenly throughout the description to maintain relevancy and improve your visibility.
If you do mention model year ranges in your descriptions, make a note on your calendar to review this in six to 12 months. You want to make sure a product that used to fit “2021-2023” vehicles gets updated to “2021-2024” if needed.
Amazon product photos
Include multiple images showcasing your products and accessories listings. Use different angles, and if appropriate use “before and after” photos.
Use both product isolated photos as well as lifestyle imagery if appropriate. and use all available slots that Amazon provides.
Be sure to follow Amazon’s photography guidelines and specifications. Amazon requires 72 dots per inch (dpi) images that are .jpg or .jpeg, .gif, .png or .tiff, but definitely prefers .jpg.
If you use a third-party data provider for your ACES and PIES files your photos are probably already available.
Amazon likes large images that are a minimum 1,600 pixels wide or tall, so their photo zoom function works, but you can go as small as 500 x 500 or 1,000 x 1,000.
Amazon Pro Tip: It’s relatively simple to enhance photos for your listings in Photoshop. Just changing Brightness from 0 to 10 or 20, or Saturation from 0 to 10, can make a big difference. Just keep the color faithful to the actual product.
Amazon prefers six high-quality product images and one video.
If you don’t have high-end video editing capabilities that’s fine, try making a “glorified slide show” product highlight video from still photos, using zoom or pan functions. It’s easy to do, even with entry-level video editing software. Keep the final video at a 16:9 (1920 x 1080) aspect ratio, which is also a standard in entry-level video software. For higher-end products consider hiring a professional to create a lifestyle or product demonstration video.
Amazon suggests limiting video ads to 15 seconds and product video should be no longer than a minute.
Amazon product listing template wrap up
We hope this article gets you well on your way to successful Amazon listings for your auto parts and accessories.
There are a lot of other things to consider for product listings including search terms fields, product prices and reviews. We’ll cover those in a future article.
If you need help with your Amazon advertising, we’re an Amazon advertising partner agency and would love to have a conversation with you.
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