Why Generic Listings on Amazon are Hurting your Business


Amazon sellers often find themselves at a crossroads when deciding how to market their listings on Amazon. Many gravitate towards cheap generic listings that lack creative appeal and showcase their product with manufacturer images and content. But the truth is, generic listings on Amazon just don’t cut it. More than ever, you must develop effective marketing strategies to stand out.

What is a generic listing on Amazon?

A generic listing on Amazon is a product detail page that needs to be optimized. Generic listings fulfill essential seller needs in listing a product on the marketplace but don’t effectively position products for conversion. They lack creativity, compelling content, brand narratives, and effective SEO.

Pitfalls of generic listings on AmazonGeneric Listings on AmazonGeneric Listings on Amazon

Generic listings on Amazon come with significant risks that may jeopardize your business. Amazon permits the sale of generic items but doesn’t actively support this approach. Many sellers purchase generic products from other online platforms to resell on Amazon. While generic products and listings may provide short-term gains, they aren’t reliable over time.

Selling generic items can put your account at risk, potentially leading to severe issues such as Amazon account suspension or loss of seller privileges. Here are some pitfalls to consider.

Increased competition

Generic listings on Amazon lack branding and are indistinguishable from similar products. Other sellers may offer similar versions of your product without differentiation in the listing or product itself. Heightened competition can quickly erode your profit margins and make it challenging to maintain a competitive edge.

Listing hijacking

Without a unique brand identity, your generic listings are vulnerable to listing hijacking. Other sellers can sell under your listings, offering counterfeit or substandard versions, damaging your reputation.

Challenges in handling customer complaints

Managing customer complaints can be challenging when dealing with generic listings. Amazon’s strict policies require you to verify your products with invoices that align with the listed items. Resolving complaints can be difficult if your generic listing lacks a clear brand association, potentially leading to listing and Amazon account suspension.

Limited recourse in disputes

In disputes related to customer complaints or conflicts with other sellers, having a generic listing puts you at a disadvantage. Amazon favors sellers who can demonstrate brand ownership and product authenticity. Without a distinct brand, your ability to defend against claims is limited, which can result in unfavorable outcomes.

E-commerce marketing tactics for generic listings on AmazonGeneric Listings on AmazonGeneric Listings on Amazon

Marketing generic listings on Amazon presents unique challenges. Here are some ways to market your listings and stand out.

Understand your target audience

Knowing your target audience is crucial to marketing generic listings on Amazon effectively. Research your target market to understand buyer needs, preferences, and pain points. If you are brand registered, use Amazon Brand Analytics to gain insights into customer demographics, search terms, and purchase behavior. Tailor your product descriptions, images, and infographics to address your audience’s desires and expectations. Try UGC content to help appeal to your target demographic.

Improve your titles for search and appeal

Your product title needs to be both search-engine optimized and customer-friendly. It should include your most important keywords, brand name, and product-specific attributes (size, color, material, etc.) while keeping it readable. Amazon’s algorithm favors titles that are informative but not overly long. Avoid using all caps or excessive punctuation, making your listing appear unprofessional. Review Amazon style guides to ensure compliance. A compelling, well-structured title can help improve your click-through rate and listing performance.

Use backend keywords effectively

Amazon allows you to input search terms that aren’t visible to customers into the backend of your listings. Backend search terms help your listing appear in search results. Take advantage of these fields by including synonyms, related terms, and long-tail keywords. Avoid repeating keywords already present in the front end of your listing, and focus on capturing variations or misspellings that customers might use. This practice can improve your discoverability without cluttering customer-facing content.

Maximize the impact of your bullet points

Your bullet points are a prime opportunity to convey key product details in a way that is easy for customers to scan and understand. Focus on benefits rather than just features. For example, instead of stating “Durable material,” explain how durability improves the customer’s experience: “Durable material ensures your product lasts longer, saving you on replacements.” Address common pain points and provide solutions to build trust. Integrate keywords naturally so that your content remains readable and easy to scan.

Optimize your images

Use high-quality photography showcasing your product’s most compelling features and benefits. Craft a compelling brand story by leveraging your brand guide (logo, hex colors, and fonts) in your images. Use detailed infographics that help call out benefits like durability, versatility, and more. Focus on one to two key selling points per image, and remember to incorporate relevant keywords naturally into your graphics and Amazon A+ Content.

Highlight customer reviews and ratings

Customer reviews are critical to building trust with potential buyers, especially for generic listings. Use Amazon’s request a review feature to encourage customers to leave reviews and quickly address negative feedback.

Try Amazon advertising

Invest in Amazon advertising with Sponsored Products and Sponsored Brands to boost the visibility of your generic listings. Target relevant keywords and competitor products to reach a wider audience. Monitor your campaigns regularly and adjust your bids and targeting strategies based on performance metrics to maximize your return on investment.

Create bundles and multi-packs

Offering bundles or multi-packs can help differentiate your generic listings on Amazon. Bundling complementary products together increases perceived value and encourages customers to purchase more at once. Bundling can help you stand out and attract buyers looking for convenience and savings.

Exceptional customer service

Outstanding customer service is a powerful way to market your generic listings on Amazon. Respond to customer inquiries quickly, offer hassle-free returns and ensure fast, reliable shipping. By exceeding customer expectations, you can build a loyal customer base.

Leverage social proof and external traffic

Drive traffic to your listings from external sources such as blogs and email marketing campaigns. Use social proof, such as testimonials, to enhance credibility. Promoting your listings outside of Amazon can increase visibility and drive sales, especially if your listings are optimized for conversion.

Create informative A+ Content

Use Amazon A+ Content to enhance your product descriptions with rich content. Include detailed product comparisons, usage scenarios, and in-depth explanations of features. Visual elements like comparison charts, infographics, and enhanced images can convey the value of your products and make your listings more appealing.

Video content to demonstrate value

Video content is a powerful tool for marketing your listings. Create short, engaging videos demonstrating how to use the product, highlighting its key features, and addressing common customer concerns. Videos can also help build trust and give buyers a clear picture of what to expect, ultimately driving conversions.

What is the generic listing error on Amazon?Generic Listing on AmazonGeneric Listing on Amazon

The generic listing error on Amazon occurs when a seller attempts to list a product without a unique brand name or manufacturer identifier, such as a Global Trade Item Number (GTIN), Universal Product Code (UPC), or Amazon Standard Identification Number (ASIN). The error is common when sellers try to create listings for unbranded or generic products that lack the necessary brand documentation or when the brand details provided do not align with Amazon’s requirements.

Amazon’s system ensures products are accurately represented and have a clear brand identity. Without this, listings can be flagged as “generic” even when you may not intend them to be. As a result, the listing might fail to publish, or if it does, it could lead to reduced visibility and compliance issues.

Causes of the generic listing error

  • Missing brand name: If you leave the brand field blank or enter “Generic” as the name, Amazon may flag your listing. The platform encourages you to associate products with a registered brand to provide customers with reliable product information.
  • Invalid GTIN or UPC: If the UPC, GTIN, or other product identifier is invalid, Amazon’s system may reject the listing. Ensure you are using authentic and correctly formatted product codes.
  • Misalignment with Amazon Brand Registry: If you try to list a product as branded without being enrolled in Amazon Brand Registry, doing so can trigger the generic listing error. Amazon requires verification of the brand to prevent unauthorized or misleading listings.

Generic Listing on AmazonGeneric Listing on Amazon

How to fix the generic listing error

  • Use a valid product identifier: Ensure you use a valid UPC, GTIN, or ASIN for your products. Double-check that the code is registered correctly and recognized by Amazon’s system.
  • Enroll in Amazon Brand Registry: If your product belongs to a specific brand, consider enrolling in Amazon’s Brand Registry to avoid errors and establish ownership of your listings. This step gives you greater control over your product details and can prevent others from making unauthorized changes.
  • Accurate product information: Always provide accurate and complete product information, including a legitimate brand name and manufacturer details. If your product is genuinely generic, you may need to apply for a GTIN exemption to list it properly.

Optimize Amazon listings for success

While generic listings on Amazon might seem like a quick fix, they often fall short. The Amazon algorithm prioritizes listings with relevant keywords and engaging content that meets customer needs and preferences. Your listing must be more than a generic product description—it must be carefully crafted to match shopper needs.

Use keywords that align with user intent, provide detailed and accurate product information, incorporate high-quality images and content, and leverage SEO best practices to ensure your listing appears in relevant search results. Listings that engage customers and provide real value are more likely to receive positive reviews, which boosts their visibility and credibility.

To stand out and achieve sustained success on Amazon, invest in a 360-degree approach to listing optimization. Continuously analyze and refine your listing based on performance metrics, stay current with market trends, and ensure your content aligns with Amazon’s guidelines and customer expectations. You’ll improve your search ranking and enhance the customer experience, leading to higher conversion and long-term success.

Amazon. Solved.

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