The Rise of Voice Shopping: How to Adapt Your Amazon Strategy

2. How to Optimize Amazon Listings for Voice Search

The way your product is listed on Amazon can make or break it. Amazon voice search optimization requires a nuanced understanding of how voice search algorithms work. Especially since the voice-enabled shopping strategies you apply on other websites may not work here. 

Voice searches yield fewer results than text searches, in general. They often provide only the top result as the answer. When it comes to Alexa, that answer is usually an Amazon Choice offer. But if there’s no featured product in a category, Alexa will return the best-ranking Prime offer instead. 

However, if an item has already been purchased before, Alexa will try to duplicate the order. So, since repeat purchases are the default, sellers must spend more on ads when they target their competitor’s repeat customers. Luckily, you can see your new-to-brand and repeat order metrics with Brand Analytics. 

Then there are some exceptions, such as Local Search. Brick-and-mortar businesses can add their location to Alexa’s database using the Yext Publisher Network. That way, buyers who specifically want to buy locally can restrict their Alexa results. So, look for online registers like these to boost discoverability.

Clearly, the top spot in voice search is the most coveted. To reach it, you need to run ads, get reviews, offer fast shipping, and optimize your listings. Since voice queries are long and specific, integrating long-tail keywords should be the first step in voice search SEO for Amazon sellers. 

Also, your product descriptions should be conversational, clear, concise, and natural. Localize your listings with terms and phrases locals might use in everyday speech. For instance, replace “trunk” with “boot” if you’re selling your trunk liner in the UK and you want it to be picked up by voice search.