Utilizing Surveys for Amazon Listing Optimization

1. “Based on the image, which product would you rather buy?”

Your main image is likely to have the biggest effect on your Amazon listing optimization efforts. Ask this question using the main image on your current listing and a main image of one or two of your competitors. See what people say about each. Emulate what the other guy is doing right, and see what you can do even better.

2. “Which image do you prefer?”

Ask this question with your current main image and any new images you are considering. Work with a graphic designer to create some new options, especially for secondary images and infographics. Consider new text and layouts to make these images stronger. 

Keep in mind the goal is not only to showcase the product but to overcome any objections the shopper might have. What features or attributes are most important to highlight? How can your designs most effectively communicate them?

3. “If you were shopping for [the type of product], which product title are you more likely to click on?”

A title may only be 200 characters, but it counts for so much. Some sellers use the product title as a way to cram keywords in for the Amazon algorithm, but this is a rookie mistake. As you work through different options for your product title, remember that clarity always wins.

With this survey question, take your current product title and titles from competitors and compare them. You might find that certain wording is more appealing to shoppers or that certain features deserve greater emphasis. 

Consider what respondents say not only in the context of your title but also in your product description and bullet points.

4.“After reviewing this listing, what questions do you have about the product?”

Accompany this open-ended question with a link to your current Amazon listing. You’ll find it helpful to identify parts of your listing that confuse shoppers or details they want to know more about. 

This quick audit will uncover blind spots you may not even know you had.

5.“Which description is more appealing to you?”

Your product description should show the customer why your product is worth the money. Take your current product description and rewrite it (or have a professional copywriter rewrite it for you). 

Try several approaches and tones of voice. Ask survey respondents to compare the versions. Remember to talk to the customer, not at the customer.

6.“When shopping for [product type], which information is most important to you?”

Use this survey to optimize your bullet points. Keep each point concise for better readability. Remember to incorporate keywords that weren’t used in your product title for better SEO.

Test the leading words for each bullet; for example, instead of describing your standing desk as “Durable and water-resistant,” you could try, “Stands up to anything.” You can also ask survey respondents to rank various features to order them in order of importance to shoppers.

7.“Based on this video, does the product seem worth [the price]?”

Video content is your chance to bring your product to life for customers. Before adding video to your listing, see whether respondents believe it corresponds fairly to the price you have set. Their comments help you understand what hesitations they may have. 

Work with your videographer to address any hesitations. Implement shopper suggestions in other parts of your listing as well, including photography, copywriting, and A+ content. Look at other aspects of the video too, especially its hook (or the first few seconds).

8.“Which product would you rather buy?”

Ask this question as you are sourcing a product. Survey the product variations you are considering before you go into production or buy inventory. 

This way you know what sells before you sell it. You can also use this question to test your current product variations to help you prioritize them.