How to Create High-Converting Fashion Listings on Amazon

Time to read: 8 minutes

Are you ready to get your fashion brand in front of more customers on Amazon? With the right strategies, you can enhance your product listings to attract more views and convert them into sales.

Creating compelling, high-converting listings involves a keen understanding of buyer psychology and Amazon’s complex algorithm.

In this article, we’ll cover the essentials of crafting fashion listings that not only capture attention but also drive purchases. From the intricacies of SEO optimization to the visual appeal of product photos, we’ll give you tips to help you dominate the marketplace.

Establish a strong brand identity

Before you start on Amazon, you have to have done the work of creating a great product and building a strong brand. Having a solid brand identity is vital to success on Amazon. As more sellers join with drop shipping offerings and cheap manufacturing, you must stand out.

A strong brand identity helps you connect with customers, build trust and uplift the perceived value of your products.

A lot of sellers on Amazon are large foreign manufacturers and lucky for you, they don’t have the best branding. If you’re able to create (or have already created) a unique brand aesthetic and identity, you’re ahead of the game.

Employ it across all of your content – using the same fonts, color palettes and logo in your images, A+ content and storefront – to create a cohesive aesthetic that’s all yours. Anna by Anuschka is a good example. The image below shows their storefront, A+ content and brand story, all in line with same brand identity.

Get Brand Registered

This is not technically part of your Amazon listing, but some of the tools we mention below require you to register your brand. Brand registry on Amazon gives you access to things like:

A+ content
Amazon stores
Brand analytics
Special advertising and promotional tools

Registering your brand is simple enough if you already have a registered trademark.

Optimize your Listing

Listing optimization on Amazon is a very important part to helping bring in organic (unpaid) traffic. The idea of optimization means checking off all the touchpoints involved in making sure you have a full, complete and engaging listing.

There are a few important aspects of Amazon listing optimization including:

1. Research competitors

Knowing what competitors or similar sellers are up to can inspire ideas for your own listings and help establish what you don’t like. Maybe you like how they format their sizing charts, or their inclusion of a simple video.

If you haven’t begun selling yet, you can also look through existing reviews to see if customers mention anything positive or negative. This is called review mining and for good reason - you’re on the lookout for that gold nugget to help elevate your own listings.

If customers continuously mention something positive, you can highlight it in your own listing (where appropriate). Are customers complaining about the material being too warm? Let your customers know it’s thicker or better for colder temperatures. Anything you can do to set expectations for your product will connect you with a more suitable customer.

2. SEO and keyword research

Search engine optimization (SEO) is the process of writing and presenting your listing to make it easily findable in the search results. Keywords play a major role in this – whatever a customer types into the search bar that could cause your product to appear is a keyword.

This is why including important keywords is key to having your listing convert on Amazon. If you don’t mention anything about what you’re selling, how will Amazon know who to show you to? Include these keywords in your product title (where they hold the most importance), bullet points, product description and even in your A+ content.

Consider using synonyms and other names for the same product. Are you selling knit hats? Some people call them beanies. In Canada, they’re known as toques!

And, importantly, don’t forget to fill out all the meta data in the backend that helps Amazon understand you better.

If you're curious, we use the Helium 10 Suite for product research, keyword research, listing optimization, analytics and more.

3. Create a main image that attracts customers

Your main image is the one that appears on the search results page and is what will be used in the majority of your ads. Although Amazon’s requirements are a white background, you can still do your best to make it stand out..

Try searching for your product or category and see what comes up. Notice which types of images automatically attract your attention before the rest. Try to replicate that in your main image and always use a real-life model.

Amazon requires main images to follow certain guidelines including:

Shot on a model (except for childrenswear, accessories, or transparent clothes)
On pure white background (Hex #FFFFFF or RGB 255-255-255)
Shows a frontal view of the product, preferably without any distracting accessories
Shows the product completely, without any part clipped
Minimum aspect ratio is close to 3:4 (width/height) and 85% of the total image area occupied
Every parent and child ASIN must have a MAIN image

For more information check out this Amazon Fashion guide which goes into further detail about image requirements and tips with plenty of examples.

4. Optimize your images

Because customers on Amazon can’t touch your products or try them on, images are important. Use all the slots available to you. The first 6 appear on desktop and the 7th slot will appear as a video which I highly recommend including as well.

What should you include in your images? Try to answer everything your customer might be curious about and always use a human model. They’ll want to see images with details like:

Material Composition

A lot of clothing manufacturers are opting for the cheap route and using synthetic materials. Are your pants linen, cotton, silk? Let customers know as this can give you bonus points and have them adding to cart.

Fit & Special Features

Highlight all the features and include pictures from all angles and points of view. This is helpful with things that may not be obvious at first glance (like having slits, a different material on the back, special buttons). Again, because the customer won’t be able to see it in person, your job is to take the guesswork out of it.

Sizing Guide

Including a sizing guide or chart is crucial for your Amazon listing. Detailing measurements lets customers measure themselves to decide on the correct sizing, minimizing returns due to sizing issues. It’s also handy to offer options in both centimeters and inches in case a customer has a measuring tape with just one set of numbers.

If you have a model in your photos, it’s also nice to include their measurements to give customers a better idea of what size is best for them.

Use models that represent your target audience

The subject of models is also an important one to note. While it's important to give a customer something aspirational to envision themselves in, it's not helpful to market plus-sized clothes with skinny models. Try to find models that would wear your clothing.

5. Include video

Clothing is a tricky thing to buy online, so it’s important for customers to be able to get a feel for how the garment fits. The best way to showcase a product is with a video.

Even if it’s something simple like a model walking through the frame and making a turn or two, this will help the customer see the way the material moves, how the article fits and make a better decision about whether it’s right for them.

Clothing is the number one most returned e-commerce product so it’s important to answer as many customer questions as possible. The more they know about your product, the more likely they’ll be to make the purchase.

Interested in learning more? Download this Amazon Listing Optimization Checklist!

Offer Prime Shipping

As you know, Amazon is a customer-centric e-commerce platform and offering customers quick shipping fits into this model.

The best and easiest way to offer fast shipping is by setting up fulfilment by Amazon (FBA). This involves sending your product to an Amazon warehouse and having them take care of all the shipping. This is the fastest way to become eligible for Amazon’s Prime shipping feature.

Many customers now expect items to arrive the next day, so being able to receive your item quickly is a bonus.

Create a Brand Story

The brand story on Amazon is a type of enhanced brand content that lets customers scroll through different types of modules. This is a place where you can focus more on your brand and the story behind it.

Feel free to share your values, your mission, your origin story. This is your chance to show off your brand's personality and connect with customers on an emotional level.

If you decide to set up a store, you also have the opportunity to direct customers to your store from the brand story. Check out this guide for more inspiring examples and tips on how to make your brand story stand out.

Use A+ Content

A+ content is free for all brand-registered sellers.

With wider banners and a variety of different modules, you can go more in depth about the features of your products. It can be nice to feature more beautiful photos and focus on the feeling that comes from wearing the clothes or accessories.

Some ideas to include in your A+ banners:

High-quality photography of your products
Videos (available with Premium A+ content)
A more in-depth size guide
Styling options (helps a customer imagine the piece in their wardrobe and makes it easier for them to figure out how to style it)
Make use of user-generated content – share pictures of your customers styling your clothes

Learn more about why you need A+ Content and how it can help grow other aspects of your Amazon business.

Don’t Forget to Add a Comparison Chart

The comparison chart module allows you to include one main product to highlight and 5 others to compare. We recommend including a comparison chart as this is your chance to cross sell, upsell and show more of your available products on one page.

Since the standard comparison chart in the basic A+ content has been recently updated, you’re allowed to show the star ratings of the products you’re comparing, the number of reviews and the very handy “add to cart” function.

Plan your Size/Color Variations

Something to think about before even creating your listing is how you plan to set up your styles and size/color variations. Too many variations can be confusing for the customer. For example, it might help to keep solid colors of a product in one listing and patterns in another.

Bonus: Create a Branded Storefront

If you’ve fully optimized your listing, included high-quality photography and shared all the details about your products, you may want to take your Amazon listings even further by adding your own Amazon store.

An Amazon store is like your very own website with multiple pages on Amazon. You can design it off your website as you’re not constrained to a specific layout. Learn more about stores on Amazon in this ultimate guide.

Although it’s not technically part of your listing, customers can still access it from the listing by either clicking through beneath the title or following a link from your brand story.

One of the greatest advantages of having your own store is that this is the only piece of real estate on Amazon that’s free of competing products and advertisements. Amazon even mentions that stores with more than 3 pages have higher dwell time and see more repeat visitors.

Final Thoughts

In summary, it’s important to fully optimize your listing, making it easy for both customers as well as Amazon to scan for the most important and relevant details.

Including relevant keywords and search terms helps Amazon match customers to your product
Information about sizing, garment care and standout details reduces the number of customer returns
High-quality photography inspires shoppers and uplifts your brand
Highlighting your brand’s story and sharing your values builds an emotional connection and trust with customers

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