What is a well-optimised Amazon product feed?

Amazon’s marketplace concentrates over half of all product searches. To be present on the platform and benefit from its high visibility, e-vendors need to submit a well-optimised product feed to the Amazon Seller Central interface, which will be key to their success.

These four prerequisites need to be complied with to send an optimised product feed to Amazon: 

1. An optimised product feed adapts to Amazon’s rules concerning categorisation. This is known as “matching”: making sure that your product sheets’ features are compatible with the platform’s requirements. The more accurate this upstream work is, the better the referencing on Amazon will be.
2. An optimised Amazon product feed is regularly updated. Depending on your business needs and results, you may need to modify your product feed - perhaps even several times a day - to make it more relevant and efficient.
3. An optimised product feed plays on the products’ attributes to boost their visibility. These attributes, required by Amazon, are used to detail the specific features of each product sold with a view to improving their SEO. Product feed optimisation also relies on the relevant use of pictures (professional quality, minimum size respected, etc.), titles (as long and detailed as possible, within the set limit of 250 characters), forms (bullet lists) and descriptions.
4. An optimised Amazon product feed is one whose performance is closely monitored. It is essential to identify the most high-performance products (to highlight them) and the lowest-performing ones (to exclude them or improve their attributes), so you can optimise your costs and maximise your return on investment.

Optimising an Amazon product feed involves taking numerous factors into consideration, and knowing all the platform’s requirements perfectly. To make your task easier, you can entrust your Amazon product feed management to a manager such as Lengow