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First Impressions Matter Most


Reviews impact an Amazon product listing in three ways and should be one of your top marketing considerations.

1. Average Star Rating.

First, reviews impact product listing placement through the average star rating that appears alongside the product in search results and at the top of the product detail page.

A product with an average star rating of 4 or 4.5 stars will typically outperform a similar product with only 3 or 3.5 stars.

In 2015, Amazon transitioned to a weighted system for measuring a product’s average star rating.

Things like the below now affect the weighting of each review. This means that the average is not simply a straight mathematical average:

  • Whether a product is bought at a discount
  • How long ago the review was left
  • How helpful other Amazon shoppers say a review is to them


You can make the most of your average star rating by focusing on courting organic reviews from customers who pay full price for your product.

2. Most Popular Reviews Section.

The Most Popular Reviews section, which is located toward the middle of the page on the left-hand side, is the area where reviews for the product that have been voted ‘Yes” as helpful most often.

Sellers cannot dictate which reviews show up in this section.

Customer votes, whether they have purchased the item or not, can affect which reviews show up here. Typically, the more 4 and 5-star reviews that appear in this section, the higher the conversion rate and sales will be, while the more 1 to 3-star reviews that show up, the lower the conversion rate and sales will be.


The Mountain is proof that people don’t have to buy your item for reviews to boost your ranking. In 2008, a college student left a satirical review on the brand’s Three Wolf Moon T-shirt. Since then, 40,000 people have said the review was helpful. The Mountain is a now a multi-million dollar brand.

3. Most Recent Customer Reviews.

The final place that reviews impact a listing are in the ‘Most Recent Customer Reviews’ section, which is located towards the middle of the page to the right. This section includes the ten most recent reviews, and cannot be impacted by votes of any kind.

The only way for a review to move out of the most recent section is for more reviews to be left for that product, replacing it.

To maximize your chances for successful selling on Amazon, pay close attention to your reviews. Sell a quality product, treat your customers well, take care of issues promptly when they arise and always go above and beyond.

You can comment on reviews as the seller, and many buyers appreciate a seller that is proactive about addressing issues and providing an exceptional customer experience.

Images are Emotional Recognition Tools


Another critical area of importance on an Amazon product details page are images. Images, perhaps more than anything else, can cause a shopper to either click on your listing or to keep scrolling.

For this reason, you should spend the time and effort to use high-quality images for your product.

To capture buyer interest and land them on your product page (where there is a 15% conversion rate!), spend the time and effort to use high-quality images for your product.

If you have an independent online store, you can use images that work well there. But, Amazon does have a few of its own rules.

Amazon Product Image Rules

Amazon requires that the main image for your product include only the product that you are selling, on a white background.

This allows for the search results on Amazon to appear clear, uncluttered and uniform. Amazon tests everything, and they determined in the early days of their existence that visitors to their site bought more — much more –– when products were displayed against a plain white background.

Main images should not include accessories that are not included in the purchase, models or action shots of the image, nor text or badges such as ‘Organic’ or ‘Made in the USA’.

Once a shopper is on your product page, images are even more critical, and can often be a determining factor as to whether someone purchases your product or not.

Depending on your product type and category, Amazon will allow you between 5-9 images for your listing.

Make an effort to use all of the product images offered, and don’t use inferior images just to fill up all allowed spaces. While your main image is required to be against a plain, white background, Amazon allows for other image types on secondary images.

These could include:

  • Your product from different angles (side, top, close up)
  • The back of a product label
  • Images of your product in action
  • Images that list your product’s features or compare it against other products
  • Informational images with text/charts, etc.
  • Images that show your product’s size as compared to a human holding it

Amazon requires that images be a minimum of 1,000 pixels x 1,000 pixels to take advantage of its zoom feature, which allows buyers to scroll over an image to enlarge it.

This is a popular feature with Amazon buyers, so take advantage of it.

If you can, use images that are 2,000 pixels x 2,000 pixels, for added granularity.

My favorite resource for high-quality, affordable images is AMZDream.com

Once your listing is live, you should test your image placement to see which images elicit the highest conversion rate for your product.

To do this, track your total sessions, number of sales, conversion rate (unit session percentage) and total revenue over the course of a week, then change the order of your images, and measure the same data over the next week.

You may find that a certain image order elicits a much higher conversion rate than another.

Buyers Judge Products by the Title of a Listing


One of the two most essential elements of an Amazon product detail page is its title. A title tells people what your product is about.

While Amazon wants your title to be short, descriptive and to the point, they do allow for between 150-250 characters.

So, there is plenty of room to throw in some keywords to help your product rank for terms buyers often use when searching for your type of product.

Here are the elements to include in your title:

  • Brand name
  • Name of the product itself
  • Any distinguishing features such as color, size or use

For example, if you sell a blue baby pacifier, your title might look something like this:

Deluxe Silicone Baby Pacifier – BPA Free – Comfortable for Baby – Easy for Parents – Set of 2 Pacifiers by Deluxe Baby Gear, Blue

Your goal for the title on Amazon should be two-fold:

  1. to inject a few of the best possible keywords for your product.
  2. to educate customers more about your product, before even coming to your product page.

It is important not to cram your title so full of keywords that it doesn’t make sense.

It should be easily readable, and shoppers should be able to tell what your product is immediately.

You can use tools such as Merchant Words, Google Keyword Planner and Simple Keyword Inspector to find relevant keywords for your product type and to estimate search volume.

You can also begin typing in a keyword in Amazon’s search bar, and look at the results that populate below as ‘recommended’ search terms.

This is called Amazon’s A9 algorithm, and it is based on the most popular related terms.

SEO Statistics for 2018

1. In 2017, Google accounted for over 79% of all global desktop search traffic, followed by Bing at 7.27%, Baidu at 6.55% and Yahoo at 5.06%.

To win at SEO, you have to play by Google’s rules. Ranking high on Yahoo or Bing is nice, but companies who rank on Google are most likely getting the most business.

Using Google Search Console will help you understand how people are currently getting to your site through Google Searches. This can be helpful for understanding strengths and weaknesses of your content.

If this stat does nothing else, at least keep updated with Google Algorithm changes to be as agile as possible.


2. Google receives over 63,000 searches per second on any given day.

Your buyer persona wants to feel like they are in control of the buying process and don’t want to be heavily marketed to.

Ranking well in search engines enables your buyer persona to do their own research, and it works out for you because A LOT of people are online searching for what you offer.

Your personas are on Google – so SEO focus is essential to any digital marketing strategy.


3. 50% of search queries are four words or longer.

In terms of keyword research and keyword optimization, make note that most users aren’t searching for simple terms – they’re searching for something very specific, what we call “long-tail keywords.” Your content needs to reflect this intent.

It’s the difference between “SEO” and “What is SEO” or “How to do SEO better.” See how those last searches are so different? There is a different intent and goal and the user expects different content between the two.


4. More Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan.

First thing to note: Your site may be different! Check your analytics software for stats specific to your site.

The biggest takeaway: The world is going mobile and it’s happening at a rapid pace. That means your website has to be mobile-friendly if you want to compete.

Also, the increase in device sizes means it’s important for your website to be responsive, instead of just having one fixed size for mobile.


5. According to Andrey Lipattsev, Search Quality Senior Strategist at Google, high-quality content and link building are the two most important signals used by Google to rank your website for search.

Even though this stat was pulled from 2016, this still rings true today. Quality content has consistently been a factor towards gaining traffic and ranking for your site/page, so it’s probably one thing we can expect to remain the same for the foreseeable future.

Focus on quality over quantity. This will help your persona perceive your site as valuable to them… eventually driving them back. This also will help competitors or others in your industry to see your site as valuable, and make them want to link back to your site.

Before publishing, share your work with others in the industry or with your customers to ensure you’re spending time on valuable content.

What is traffic optimization?

Traffic Optimization are the methods by which time stopped in road traffic

Vector concept of website analytics search information and computing data analysis using electronic and mobile devices. Isolated on blue background
Vector concept of website analytics search information and computing data analysis using electronic and mobile devices. Isolated on blue background

is reduced.

Need for traffic optimization

Texas Transportation Institute estimates travel delays of between 17–55 hours of delay per person per year relating to congestion on the streets. Traffic device optimization hence becomes a significant aspect of operations.


Several techniques exist to reduce delay of traffic. Generally the algorithms attempt to reduce delays (user time), stops, exhaust gas emissions, or some other measure of effectiveness. Many optimization software are geared towards pre-timed coordinated systems.

Normally optimization of signals along a road is a challenging and expensive task, because the sources for traffic monitoring have been limited to inductive loops, cameras or manually counting. However, due to recent advances in information technology, portable devices with Bluetooth and Wi-Fi communication are becoming more common,enabling real-time continuous traffic monitoring and adjustments to traffic signal timing.

By placing sensors along roads, tracking Bluetooth and Wi-Fi devices in passing vehicles, the solution is able to accurately detect and record how long it takes a car to drive along a corridor, segment by segment and in total. This provides historic data for traditional timing methods but also enables real-time feedback to changes in signal programs along with the ability to continuously detect traffic levels and travel time to trigger transitions among programs.

Real time traffic control

Several systems are capable of monitoring the traffic arrivals and adjusting timings based on the detected inputs. Traffic Detectors may range from Metal Detectors to Detectors that use Image Detection. Metal detectors are the most popular in use. Image detection devices exhibit numerous problems including degradation during bad weather and lighting.

Traffic actuated signal systems use detectors to adjust timing for:

  1. Only the main street – semi-actuated system
  2. Both main and cross streets – fully actuated system.

The above method is primitive real-time signal optimization at best. This method will optimize one traffic signal at a time. However, in the real world, a motorist’s commute involves driving through multiple signals. Thus, multiple traffic signals need to be collectively synchronized in order to be effective. One such system that has gained significant popularity in the United States is InSync.