On Amazon’s marketplace, sellers need to differentiate their products in every way possible, Kelly Fedio and Caleb Light, both third-party Amazon marketplace sellers, said during the Amazon & Me workshop at the Internet Retailer Conference & Exhibition on Tuesday. Fedio is the founder of women’s outdoor leisure brand One Savvy Life and Light is the vice president of sales at outdoor and adventure lighting brand Power Practical.

Foundation

First, pay attention to product listing page keywords, images and descriptions, the presenters said. With keywords, sellers should be “obsessed about this” because that’s what leads to organic traffic, Fedio said. And a wide range of images should be included for each product, including a main image with a white background, a lifestyle image and an infographic. In the copy, which is the bullet points that are listed under price, sellers should focus on the benefits of the products.

All content should be optimized for mobile, Light said. “80% of our sales from Amazon are coming from mobile devices,” he said, talking about Power Practical’s products on Amazon. “If your images and copy aren’t mobile-optimized, you’re potentially missing out.”

Amazon Brand Registry & Enhanced Brand Content

Brand registry will help protect any intellectual property sellers may have, including product names, images, videos, etc. In order to get Amazon’s brand registry, sellers must have a registered trademark. “This piece for my business has been monumental,” Light said on protecting Power Practical’s brand.

Brand registered sellers get Enhanced Brand Content, which offers more flexibility and more content to describe a brand as a whole. Both Fedio and Light suggest sellers use this space to tell their company’s story. “Ask yourself: What are common customer concerns that prevent them from a purchasing decision? This is a good place to address that,” Light said. “Or tell your ‘back-to-the-roots’ story, and hopefully that leads them to a purchasing decision.”

Fedio adds that sellers should check out Amazon’s number of private-label brands’ product pages and see how Amazon uses its Enhanced Brand Content.

Amazon Storefront

Sellers can pay Amazon to create a custom storefront, which allows brands to design and create multi-page catalogs to showcase their products and unique value propositions to shoppers. Some benefits of a storefront:

• Elevates the shopping experience
• Customers can add products directly from the storefront to their shopping carts—cutting out the step of going to the product detail page
• A potential boost to organic search ranking and ultimately sales
• More customer data available, including impressions, daily visitors, page views and attributed sales available on the Amazon Store Insights Dashboard

New Seller Features in 2018

• Sellers can upload videos
• Six new content modules, including comparison charts and image-light-text overlay
• Can now submit image keywords (alt text) to help search results ranking
• Spark-verified profile: Customers can follow a verified (sellers with a blue checkmark) profile, and then any time the brand launches a new product or updates content, followers are notified.

“This goes to show that Amazon is giving us all these extra opportunities to be found by customers,” Fedio said.