Channel Deep Dive
Looking into the conversion rates for your Amazon listings? Follow these tips for increasing sales and conversions when selling health and wellness products on Amazon.
Amazon listing conversion is one of the most important metrics to measure the health of your Amazon channel. Whether you're a seasoned seller or your brand is new to the platform if you offer health and wellness products, here are some questions you should run through to maximize conversions and increase sales.
For any product to be successful, it must be an item customers want or need. If there is no demand, there will be no sales regardless of how well the product descriptions are written.
You can check Amazon's Best Sellers in your product's subcategory to see which comparable products are selling very well. You can also use sales estimator tools such as MerchantWords to look at the sales velocity of your competitors.
If your product offers the same features and benefits as the top-selling items in its category, you can be confident that the demand is there. However, the percentage of sales you can capture for this market will also depend on your brand's awareness, customer reviews, product listing copy and images, and whether you are running ads.
If you don’t have access to a sales estimator tool or there are no comparable products currently showing as an Amazon Best Seller, you can also check the search volume for your product’s relevant keywords.
To do this, list the common phrases that a customer might type into Amazon's search bar that would be keyword matches for your product. Then, using an Amazon-specific keyword tool, you can identify how many people are using those exact keyword phrases, per month.
The higher the search volume for your product-related search terms, the greater the possibility that your product will show on customer search results pages, and they can discover your product.
If the search volume for your product’s keyword phrases is on the low end, there is not enough current demand for your product. If there isn’t demand on Amazon, consider leveraging external marketing tools to increase your conversion rate on Amazon.
Your product listing must contain the keyword phrases that customers are using in search engines such as Google or the Amazon search bar. Optimizing your listing for these search terms will allow you to be indexed for those keywords and appear on shoppers’ search results pages.
Each keyword phrase in your bullet points, title, or description is another opportunity for customers to find your product details page, meaning sales and traffic for you. Ideally, you want your product to appear on page one of customers' search results.
To identify if you are indexed for specific keywords, you can use any of the reverse ASIN tools available. Enter your ASIN, and you can see which specific keywords you're indexing for and the total number of keywords indexed.
You can also enter your closest competitors’ ASINs to compare how many keywords they are indexed for. If a competitor is indexed for many more keywords and has a higher sales volume, this could be the primary reason your listing isn’t selling as well.
If you have identified this as the reason your listing isn’t converting, you can do the following:
Images are the biggest factor to improve your conversion rate so make sure you're using high-quality pictures to represent your brand. Your images should visually tell the story of your product and how to use it. Compare your images to your best-selling competitors and see where there’s room for improvement.
For health and wellness brands in particular, you need to show customers the solution you provide. For example, create an infographic listing the benefits of a supplement or the ingredients of a moisturizer.
When it comes to images, size matters. Make sure your images are appropriately sized and proportioned. Images that are too small can appear pixelated and will also disable the zoom function for desktop. To ensure your pictures are zoomable, Amazon recommends they are at least 1,000 pixels on the shortest side.
Remember that all of your listing’s components need to create trust, and this is even more critical for health and beauty products as buyers will be using your products in or on their bodies.
A product shown with professional, pixel-perfect images will build trust faster than one with photos produced by an amateur. Consider investing in professional photos that show your product in its best light, literally and figuratively.
There are many services available for creating professional images for Amazon listings. Additionally, Amazon offers its own Imaging Services for its sellers.
In addition to your images, the listing copy is just as critical for conversions. Balance your SEO efforts with compelling, customer-friendly content that will motivate shoppers to buy.
A common mistake that many Amazon sellers make is keyword stuffing their titles and bullets. This makes your content hard to read, and it can turn off customers. Yes, it is important to index for as many keywords as possible, but if you don't convert the traffic that you're driving to your listing, it doesn’t matter how many keywords you’re indexed for.
When creating copy that converts for health and wellness products, make sure you're communicating its specific uses, benefits, ingredients, materials, safe handling, whether your product is organic, sustainable, or fair-trade, listing any certifications and awards, and more.
Follow Amazon's guidelines specific to health and beauty products by downloading its category-specific Style Guide to ensure your listing’s compliance.
Reviews play a significant role in generating sales. However, Amazon aggressively monitors reviews to ensure that they are authentic and not generated through uncompliant practices.
For your listing to be retail-ready, Amazon recommends having at least 25 reviews, but if your product falls under a specialized niche with little competition, you may need fewer
To gather more customer reviews quickly, or if you have some negative reviews that you hope to dilute with more positive reviews, you can have some options.
There’s the Amazon Vine program, in which Amazon invites its most trusted reviewers to post their opinions on new products. There is a $200 enrollment fee for each enrolled parent ASIN, but that fee is waived if no Vine reviews are received. To be eligible for Amazon Vine, you must meet the following criteria:
While Amazon’s system already requests reviews from customers automatically, sellers can request a review for a specific order using the Request a review feature on the Order Details page instead of asking the customer via email or Buyer-Seller Messaging. You can use this feature to request reviews once per order between 5 and 30 days after the order was delivered.
There are also third-party tools you can use to message customers and request reviews. But make sure you are using a service that complies with Amazon’s guidelines.
As you get more sales, you'll organically get more reviews. Not every product needs hundreds or thousands of positive reviews. For most products, 15-50 reviews will be enough to help drive sales.
What is most important is quality. Especially with a small number of reviews, any negative reviews can significantly hurt conversion rates.
Amazon provides a business report called the Detail Sales and Traffic Report by Child Item. In this report, you’ll see the product’s Unit Session Percentage, which is your conversion rate. You’ll also see how many page views and sessions your listing is receiving over a set date range.
Reviewing this data regularly helps you identify any traffic or conversion issues. If your listing is receiving lots of traffic but isn’t converting, then there’s something in your listing preventing customers from buying. Free shipping is a huge conversion factor for Prime shoppers, so consider Fulfillment by Amazon (FBA) for this reason alone.
If you discover that your listing is converting well but your traffic numbers are low, consider running ads to drive more traffic. When you run ads, you will often see an increase in organic traffic, too.
It is a myth that to get the most sales on Amazon, you must have the lowest price of your competitors. Although pricing plays a huge role in conversions, wellness brands need to balance pricing with value proposition.
Consumers tend to be skeptical when shopping for products in the health and wellness category, and pricing too low can reduce your items’ perceived value. If you want to position your brand as being premium, your prices should reflect that.
Picking the perfect price that will generate the most sales comes down to testing. Play around with different prices and check your data to determine which price produces the highest conversions.
To increase sales when selling health and wellness products on Amazon, make sure your listing is optimized with relevant keywords so customers can discover your items. Once they land on your listing, having high-quality images, compelling copy, positive reviews, and appropriate pricing should lead to peak conversions and sales.