Okay, so you already know how important product research is for finding a great product. And you definitely know the value of getting a great deal while sourcing. But the job doesn’t stop there. You’ve also got to build a killer product listing to ensure that your product makes sales on Amazon. In this chapter of product listing teardowns, I’ll go over how to sell products in Toys & Games on Amazon, and how a great product listing can make or break your product.
Here’s the benefits of a well-optimized page on Amazon:
- Improved Amazon SEO. This helps your product get found more in Amazon’s search engine.
- High conversions. The better your product listing, the better chance you have of selling your product. And Amazon awards products with high conversion rates.
- Professionalism. This sort of blends with the other two, but a good product listing really makes you look more than just someone selling swag out of his or her garage, but a professional business selling quality goods.
If you’re just starting, whether you’re interested in learning how to sell products in Toys & Games on Amazon, or any other category, you might want to grab a copy of our Amazon Product Description Template. Furthermore, you might want to check out Splitly, the Amazon split-testing software that more sellers trust than any other.
Amazon Product Research in Toys & Games
We’ve selected 3 products from the Toys & Games category today. All products are selling in niches with great sales potential, but some are better optimized than others. Products we’ll be covering today are as follows:
Products we’ll be covering today are as follows:
- 500 piece jigsaw puzzle Aim of Guru spectacular sky city of the world Machu Picchu – Peru (38x53cm)
We found these products using the JungleScout Web App. Top tip: There were ample product opportunities in this category. In fact, if you are doing your product research right now, make sure you add in some extra search filters, such as a minimum estimated sales of 400. Some “nice-to-have” criteria for a good product opportunity includes finding products with high sales and low competition… so if you find a product that has demand and all of the current sellers have poor listing quality – that might be a sign for you to dig a little deeper!
Now let’s tear these listings down!
When it comes to learning how to sell products in Toys & Games on Amazon, or any category really, the best place to start is with a bad example. That’s why I wanted to point out this puzzle first. Overall, it’s a pretty awful listing with tons of listing optimization issues. It’s unsurprising that this product less than one sale per month.
Title – 1.5/5
- Some relevant keywords. However, they seem to be all over the place and clearly weren’t researched. Additionally, it starts with a “!” which would be good if alphabetical order mattered (“!” comes first alphabetically), but Amazon sorts its products by relevance. Checking out the search results for puzzles, placing “jigsaw puzzle” at the start or even “Machu Picchu” may have been the better option.
- Includes size. It’s good that it includes size and piece count, however, since this product is on Amazon US, it would have made more sense to put this in imperial system (inches) instead of metric as many Americans aren’t familiar with the metric system.
- Short and under optimized. This could have been optimized a little better with more keywords put into the title.
Images – 1/5
- Features only 2 images. You have the ability to list up to 12 images on Amazon. Use them all!
- Images are high resolution. The images are high resolution, which is good.
- No actual product images. It’s just a picture of Machu Pichhu and then an ad in Japanese. This makes the entire listing seem pretty sketchy, especially to an American shopper who probably won’t be able to read the Chinese characters. Note: this entire product listing may exist only to sell this seller’s manufacturing capability to other Japanese Amazon sellers. Regardless, it makes for a good example for this article.
Features – 0/5
- This listing has no features. Huge failure here, since the purpose of the product’s features is to help sell its benefits to customers. All we know about this product so far is that it might be a puzzle of Machu Pichhu and its price.
Description – 0.5/5
- Way too short. It just says “jigsaw puzzle.” In no way, does it describe why this jigsaw puzzle is better than every other jigsaw puzzle on Amazon.
- No enhanced brand content. There’s no more images, infographics, or other A+ content selling points that help this puzzle stand out.
Reviews – 0/5
- No reviews. There’s no reviews at all for this product. This is especially surprising, since according to Keepa’s data, this product has been available on Amazon for over a year. This means that the seller never made any effort to get reviews through a promotion site like Jump Send.
2. “Dinosaur” Outfit – 12/25
Okay, we’re getting a little better here. Good looking product and they’ve done a decent job of getting it set up for sales. Looking at Keepa and Jungle Scout, this item’s selling roughly 10-20 units per month. Let’s see what we can learn about how to sell Toys & Games on Amazon using this product.
Title – 3.5/5
- Lots of branded keywords. It’s hard to tell if the branded names it uses–Webkinz, Shining Star, and Build-a-Bear help this title or hurt it. Either way, it does give a potential customer an idea of what to expect in terms of size, so it could help conversion rates.
- Imperial measurements. Unlike the puzzle above, this item uses imperial measurements (inches), which are a lot easier for American audiences to understand.
- Could use more keywords. The only thing I’d take away from this title is that it could probably use a few more keywords to let people know that this is an outfit for stuffed animals and not small children.
Images – 1/5
- Only one picture. The area where this listing truly drops the ball is in including only one image. Just two or three more images could potentially increase its sales.
- Low resolution. In addition to there being only one image, that one image is of low resolution.
Features – 3/5
- Vague descriptions. While they’ve put all five feature descriptors into this listing, they are somewhat vague.
- Sells the features not the benefits. A great feature description should sell the benefit instead of the description. For example, instead of simply saying “Great Quality” they could say “Worry-free quality. You’ll never have to worry about this product tearing or falling apart because it’s made from [type of material.]”
- What makes it better? There’s nothing that states that this is better than competitor products.
Description – 2/5
- Short description. The description does a decent job of explaining which brands this outfit will work with, but doesn’t really say much about the product itself. For example, what is this product made out of? How do you wash it?
- No A+ or HTML content. This is pretty bland looking. Many shoppers reading this listing might miss the description completely.
Reviews – 2.5/5
- Only 5 reviews. This product has been on Amazon for over two years, yet only has 5 reviews.
- 3.7 out of 5 stars. Most of the reviews are good, however there is a single 1 star review. If this product had a lot more reviews, it probably wouldn’t be as noticeable.
- Good review at the top. Fortunately, someone who purchased the product (in 2016) left a good review which made it to the top, which definitely helps.
3. Duddy-cam Colorful Fidget Pad – 21/25
This is a really attractive product with a well optimized page. While the sales aren’t great–probably from high competition in the fidget spinner category–this listing does exemplify what a good Amazon product listing should look like, especially if you’re interested in learning how to sell products in toys & games on Amazon.
Let’s jump in to the teardown, shall we?
Title – 4/5
- Great keyword selection. The product uses a lot of good keywords that will help it pop up in more searches.
- Targeted audiences. Notice it says “children and adults”, plus offers it to people looking to avoid “skin picking” (eww), anxiety, and stress relief.
- Brand name first. The brand name comes first, which might be a mistake, but it may also be Amazon’s doing. Typically, you want to put the most relevant keyword first such as “fidget pad.”
Images – 5/5
- Uses all the picture slots. This product really goes the extra mile, making sure to include lots of images of the product at work. Even the cute kid holding the “thank you” sign at the end is a nice touch.
- Sharp, high resolution images. A few of these pictures are high resolution and look great on Amazon. Unfortunately, not all can be easily zoomed on, including the infographic images which are hard to read if you’re on a desktop.
- Professional photography. Most of these images are clearly done by pros and look great.
- Infographics. To further sell the product, the images include infographics.
Features – 5/5
- Well designed. The features draw the eye, using icons, capitalized print, and great descriptions.
- Sells benefits. The product doesn’t just throw out a feature. It leads with the benefit first, then gives a description how the benefit ties in to a product feature.
- Great sales copy. The copy on these features looks like it was done by a professional, and probably helps with the conversion rates despite being in a very challenging, competitive niche.
Description – 4/5
- HTML in description. It’s clear that the seller knows the value of breaking up the description copy so it’s easier to read visually.
- Clear call-to-action. The “O R D E R N O W” is a very nice touch, asking the potential shoppers to take action.
- Professional copy. Again, this copy looks professional, and follows a very clear sales path. Well done.
- No A+ content. The one draw back to this product description is its lack of A+ enhanced brand content. More images and infographics might really help this product increase its overall sales.
Reviews – 3/5
- Low review count. While this product has done nearly everything right for its listing, the one area is falls behind in is its review count. At 14 reviews, a lot of shoppers will pass over it.
- 4.2 out of 5 stars. The star ratings for the product is okay. With a few more good reviews, it could really stand out with a solid 4.5 to 5 stars.
- Video at the top. One of the reviewers has made a cool video to demonstrate the product. This is a nice touch.
Product Listing Teardown: How to Sell Products in Toys & Games on Amazon
That wraps up another edition of product listing teardown. Hopefully, you’ve seen the difference between poor, decent, and excellent product listings. Furthermore, I hope that the last product listing showed you that even product listings that are nearly perfect can sometimes use a little more love to go to the next level.
Even a standout listing can benefit from optimization, and the best way to find out what really brings in the most profit is to run scientific Split Tests.
If you’re looking for a base to start creating new listings, check out our Amazon Product Listing Template.
Or perhaps, if you think your current listings are already optimized, run them through this Product Listing Grader to see how well they do!
Come back next week for our next Product Listing Teardown in a new, highly-profitable category!
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