#556 - How to Audit Your Amazon Listing With AI

How to audit your Amazon listings so that you're ready for Q4 and beyond. Hello everybody and welcome to the AMM podcast. My name is Bradley Sutton and I'll be your host. And this is the show where we discuss all things Amazon, Tik Tok Shop, and Walmart private label and how to generate recurring revenue streams 24 hours a day during the AM and the PM. Hence the name of the show. Get it? AM PM podcast. And as a matter of fact, this week, Helium 10 opened up a new office here in Orange County. And even though I was in meetings all day every day there, I was still making money online. How cool is that? Pretty cool, I think. All right, guys. Welcome to this listing builder workshop where we are going to take it from a little bit different angle. You know, I've done workshops where it's like how to create a brand new listing from scratch, but now we're going to talk about how to audit a listing. All right, a listing that's been on Amazon, maybe you're the number one seller. You think you can do better or maybe you are like far behind your competitors and you're like, "Hey, from an SEO standpoint, where uh am I losing ground?" You know, what keywords am I missing from my listing? Um how am I optimized for the Amazon algorithm? Am I optimized for people who use Alexa? Uh these are things we are going to go over today. I I'll still talk about, you know, different ways and how you can apply a lot of these for a brand new listing. The principles are are are going to be very similar. I'm going to be doing this from different viewpoints. Yes, of course, uh you know, the best ways to use Helium 10 listing builder. If you guys have another similar tool, you're going to be able to use these uh same points and and same principles, but I'm also going to be showing you how to use AI for different aspects. and I'm going to talk about when it's better to use AI, when it might be better to use, you know, the native Helium 10 app. All right, so you guys ready to get into it? Let's go. The product that we are going to be optimizing today is going to be this uh Groove Learning Grooved handwriting practice book. All right, this is a product that used to sell a lot, but now it's selling like maybe one a day. All right, whereas if you look here, there are competitors who are selling 400 a day. there are competitors who are selling 4,000 units a month. Obviously, there might be some SEO that they're leaving on the table. So, that's what we're going to be focused on today. So, the very first thing regardless of what tool you're going to use or how you're going to approach this AI or or inapp is you need to identify the competitors. All right, that's the beauty about Amazon is look by looking at your competitor's advertising strategy, where they're getting sales from, you can go ahead and figure out, hey, where are the holes? So, what are some different ways to get your competitors? The first way is just with AI. If you're using the Helium 10 MCP or even the Helium agent, let me show you how. I can take my AS and just say, "Hey, show me the competitors." So, I can use the Helium 10 MCP or I can use the Helium 10 agent. All right, by clicking on the the main little kind of like circular button you see in Helium 10 and then saying the same question. All right, a lot of this stuff today you can do almost uh simultaneously or either or. Um I'm going to show you a lot using the MCP, but I'll show you show you sometimes how you you'd be able to use Helium 10 agent. Now, as you can see here, the Helium 10 MCP found me a number of potentially relevant competitors and it sorted it by sales. Now, I could just go with this, but as you can see, when you're in the MCP, it's not pulling in the Amazon listings. You you can't get a feel for the product. And so, yes, if you're in a hurry, absolutely, you can see this just took me 3 seconds. I could run with these as competitors, but to me, the better way is doing it the traditional way. Even though it takes a little bit longer, you need to really find the best competitors. And so use your just main keyword on Amazon. Like I wrote in here grooved handwriting workbooks. So what makes a good competitor? Uh I'm going to run X-ray on this page. And yes, of course I'm looking for the ones that are the best sales, but I'm also looking at other aspects. The form, the function of the product should be similar. This is not something that AI can easily just do. Uh especially when you're not even be able to look at the pictures. I also don't want to pick products that are so completely out of the price range. Like this is a $45 product. I don't want to compare it to $100 products. I don't want to compare it to $10 products because the buyer who might be looking for it is a little bit different. So, what I'm going to do here is I'm going to sort this by as in sales here in X-Ray and then just put my mouse over each of these and kind of see, hey, is this a similar product? And so, here's a $33 product that looks like Groove Writing. So, this is definitely a competitor. Here is another product. It's $27. So, it's a little bit cheaper, but you know, looking at this, it does look to be similar. So, what I'm going to do is I'm going to go through this page one. I'm going to look for five or 10 of the top competitors. All right, I've got my competitors. Now, the next thing you want to do is get it ready in your Helium 10 listing builder. So, I'm just going to go ahead and put add a listing here. And I'm going to say optimize my listing because again, this is a product that's already exist. Going to hit start optimizing and paste the as in here. Now, it's important that you always choose to edit the skew that is the oldest skew, the one that you originally made. All right? So, as you can see, I've got three different SKs here in this account. It's because maybe there's a FBM skew, an FBA skew, and maybe a secondary skew for whatever reason. Always pick the oldest one that is like the contribution skew. That's going to give you the best chance of h uh being able to just uh update your listing directly from Helium 10. Once you get to the create a keyword bank page, you already have the seed as, you know, which is your as that you're trying to edit. And now this is where you can put up to uh nine asens that are the top competitor. So I'm going to go ahead and do that now. Now, something to note is there is this button that says remove brand names. You know, I don't want to use competitor brand names. AI is not always going to be able to weed it out, especially a lot of these Amazon brands aren't really known brand uh you know, known brand names. And so it might make a mistake, but at least I'm going to go ahead and select remove brand names. This exclude variations button is important because for default, if any of these listings has a bunch of variations, it is checking where any one of them has ranked for. All right, that's fine. Like like let's say you're in the clothing category, uh socks category. I highly recommend using that, right? you know, like you want to know what keywords the XS, the the S, the L, the XL, you know, all the different sizes had, you know, because there's different customers for those, right? But sometimes you might think that they might there might be variation uh families where somebody just has a whole bunch of random products, you know, bundled together and you're not sure. So that's when you would select the exclude variations. It's like, hey, these are the exact competitors I found. This is not a product where it's just a matter of size. I don't want to take the chance I'm going to get some potentially irrelevant keywords from the the sibling variations. I just want to get the keywords from the exact as that I identified as a competitor. So that's what that button is. Now the next thing is to choose your keyword sources. Now again the reason why I'm showing first how to do it in the app, this guys let me tell you is the best way to do your keyword research. Can I do it faster with AI using the Helium agent or using MCP? Of course. But I'm going to show you why graphically uh it's still better to be able to visualize your keywords and prioritize uh and it just takes like maybe three, four or five minutes longer than than using AI. Um but this is why this is the best way. All right, there's a lot of different sources uh I could do. Um and by the way, of course, the other way to do keyword research is use each of these tools one by one, but right now I'm in listing builder and I'm going to do it all at once. The first one here is ABA converting keywords. Now, this is from brand analytics and basically it says here keywords with conversion share at least 1% and it's having me look at the last 26 weeks. All right, I I'm going to take off some of these earlier weeks and go all the way back to last year like Q4 and especially I want to see uh what kind of keywords these or that was bringing them sales during Q4. Now, what this means is this is a Helium 10 uh exclusive here uh for you know the main all-in-one tools is I want to look at where any of these competitor products uh were one of the top three clicked for a keyword in any of the these 26 weeks plus that I chose and they had at least 1% conversion share. This is like a poor man's search performance. This is telling me not from Helium 10 but from Amazon which keywords 100% had sales for these competitor products. Right? So, so this is very valuable information. It's not an estimation uh or an algorithm. This is literally straight from the horse's mouth. So, that's what I'm looking at for the last 26 weeks, including some of the weeks from like Q4 of last year. I can go back 5 years, by the way, if I wanted to. Here, show me any keywords that they were one of the top three clicked and had more than 1% conversion share. The next one for my own product since this is my product is I want the search create performance keywords from the last two years or the last year. So I want to see, hey, anything with at least I'm just going to go and say anything with at least two purchases. Anything with at least two purchases. And again, I could choose months going all the way back. Now, I know this product used to be selling better uh in the past. I'm going to go back further in time and uh look at some of the top months. This too is again Amazon telling you that your product got sales for these keywords, right? I could have gotten sales randomly uh you know without even optimizing my listing, but if I had sales from keywords, I want to be able to double down on the ones that really work well. So that's definitely valuable information. The next uh section here is a Helium 10 metric. It's called top keywords. This is coming directly from Cerebro. So, I could have run this in Cerebro, but I'm going to say, "Hey, show me keywords with uh search volume of at least 400 where the average competitor rank is between 1 and 40." That's saying page one and at least six competitors, because I had nine here, are all ranking for it. So, hey, like, hey, show me, I don't care where they're ranking necessarily, but show me where at least six out of these nine are ranking for it. So, it's probably a relevant keyword. And when it says ranking, that means in the top 306 locations. only Helium 10 is showing all 306 locations and so this is really going to give me some good data here. But then not only that is if I were to take the average rank on average they're like all on page one meaning hey these are some pretty good keywords. Uh the next one is opportunity keywords. This is uh I can say hey show me where keywords had at least x search volume uh where competitor rank is between like 1 and 10 1 and 15 but only one or maximum two are currently ranking for this. This is a good one to do because in this case it's like hey these might not be the most relevant keywords but it's going to show me the keywords where not a lot of people are ranking for. So, it might be easier for me to get sales from it because I'm not going to be competing with all of the competitors. The next one here is another Helium 10 exclusive historical top keywords. This is going to help me look back in history. Could be the last 24 months, could be the last 12 months where, hey, take a cerebro time machine. Tell me where any of these competitors were ranking for. Not just this month, which is the regular top keyword search, but last month, the month before. Hey, last October. la two Decembers ago, whatever the top sales months were, I want to know what keywords were driving sales to my competitors. Where were they ranking highly for going back up to 2 years? Because again, the keywords that you're getting sales for right now could be different than the keywords you were getting sales from last year or the year before. You want to get a holistic look. Only Helium 10 can do this. So, I'm going to say, "Hey, show me with keywords with at least 500 search volume where the organic rank was, let's just say, in the top 10, and let's go all the way back the last 24 months." The next one, I want to round out my keyword research. Hey, show me any keywords or at least just one of the products was ranking in the top 10. All right, I could take this farther and say, "Hey, show me where they're ranking in the top 50 or top 100." Depends on how big I want to make my list. And then the last one, I'm going to skip on this one. Uh, but if you really want to dive into the uh PPC strategy of your competitors, I could have added that and say, "Yeah, you know what? I'm not going to skip it. I'm going to add it. I'm going to say, hey, show me where at least uh two of the competitors are ranking in the top eight sponsors." So, like, where are they concentrating their top of search ads? All right. And I'm going to say, hey, for all this, let's do minimum 200 search volume. And then I hit apply. Now, here in the MCP, what if I wanted to do all that in the MCP? Take a look here. I can just say I want to build a keyword pack and then put the as in and it found almost all of those keywords. All right, it's pulling in the opportunity keywords, historical top, um the top nine competitors. It it already had uh identified it and it's giving me all of that. Now, as you can see here, it's just printing it into like an Excel kind of looking uh sheet. It's and there's hundreds hundreds and hundreds of keywords. It's a little bit hard to kind of like, you know, narrow this down a little bit. And also, I don't have as much control over the parameters of what it's looking for. Again, this is why uh my preference for the keyword research part, especially for your important listings, do it in the original listing builder, guys. You'll see why. But hey, if you're in a hurry, you're trying to do like 10 20 listings a day, this is still going to get you a lot of those keywords. It's just not going to be as narrowed down uh as it is in app. All right, take a look here. Look at this. 899 keywords. Let me tell you, that's just too much to try and put in your listing. You're not going to put 899 keywords. Now, there's a lot of duplicates here, but I really want to narrow this down to like maybe about 400 if possible. And again, this is why it's easier to do it in app as opposed to AI trying to trying to uh you know, narrow it down. What are some of the ways that I'm going to narrow down? First of all, I want to make sure there's no brand names here. The first thing I'm going to do is I'm going to like take away a lot of these like one-word keywords. All right. Next up, I want to star like my most important keywords. Uh the first thing I'm going to do is I'm going to look at keywords that brought the most sales. And here I can see one of the top keywords is Groove Writing Books for Kids 3 to five. I'm going to go ahead and star that. Again, star means I want to make sure I get this keyword in phrase form in my listing. Uh, here's another keyword that brought over 100 sales. Here's one that brought 67 sales. This one here is the um the brand name Groove Learning, so I probably don't need to to to put that. And um here's a random keyword that only has 192 search volume monthly, but it brought me 43 sales. All right, so I might not have known to put that in my listing in phrase form. What other keywords should I prioritize? I like I like to sort it by my competitor performance score, CPS. This means the the products or the keywords that most of these competitors are all ranking for and they're all ranking highly. All right. So, here we see a Groove Kids Writing Books age 5 to 8. It's 365 search volume form. So, even though it has a high competitor performance score, I'm not going to say, "Oh, yeah. This is a this is a must for me to put uh into my um as in in phrase form." I want to stick to the ones over a thousand search volume. So, here we go. Magic Groove Writing Practice for Kids. It's a 6.4 competitor performance score, 5,000 search volume. That I definitely want to have in phrase form. And I'm going to go ahead and uh star the other ones like that. Another way I like to prioritize keywords is if it hit a lot of these categories. if it was one of the brand analytics, if it was a search query performance keyword, if it was a historical keyword and a top keyword, like that's kind of like quadruple proof that it's a good keyword. So, I'm going to check the list and star any keywords I see like that that have at least a thousand search volume. All right. Now, I've got a list of keywords here. Now, you know, again, if you're doing this right, I would take a good another half hour, an hour, go through this list and take out the ones that you think uh you don't you don't want to have in your listing. But let's go ahead and go to the next. As you can see here in the listing builder page, it had already brought in my main listing from Amazon. It brought in my item name, my item highlight, that's something that's new. uh bullet points and my uh description doesn't didn't bring in because this product doesn't have a description. That's definitely something I I could improve on. The person who made this listing just replace it with the A+ content and didn't bother to put a description in here. And then right here, I could see how many phrases or I got in phrase form. And I actually got a lot. You know, there was 63 out of the 800. That might not sound like a lot, but that's a lot to have in phrase form. But the key here is those uh 800 keyword phrases. Um, as you can see here, there's,24 root keywords that make up those phrases. And how many does the original listing have? Only 81. That's crazy, guys. I'm pro I'm not going to be able to put 1,000 unique keywords in this listing. I mean, some of these keywords are are, you know, I would have already taken off you if if I narrowed it down further, but the fact that not even hardly any of them, you know, got in my listing, that is a problem. Now, as far as the listing score goes, you can see this product is almost last seventh place. All right, the existing listing as well. You might be asking, where does this score come from? This is a score that we came up with that helps you to see how optimized you are for Amazon's SEO algorithm, which is still very important. All right, so we have a lot of work to do. And and the reason why this score is so low is again because not enough of the main keywords are even in this listing. Meaning I can't even be indexed. I can't even be searchable for these keywords, let alone relevant for them. So what I could do is at this point I could just, you know, make a few changes here, but I'm going to let the AI remake this listing. All right. And to do that, I'm going to hit this button, start AI workflow. Now, right here, it already pulls in all the images from my listing. Now, for for the name of the product, I want to choose one of the top keywords that was bringing the most sales, and that is Grooved Writing Books for Kids 3 to 5. So, I'm going to go ahead and put that here in the title. I'm going to go ahead and put the Graceful by Design as the brand name. Uh, I want to choose what category it is so that it it can choose, you know, some of the best keywords for me. The AI And then here I want to put a description. Now let me just show you something. I can just analyze these images with AI and it'll go ahead and extract uh a description and key features. I could just you again use this with the AI. It's kind of like similar to what it would do with the Helium 10 MCP. Um but I would also want to put here important information like from the reviews. Like for example, I could be on this listing here. It's got a lot of reviews. I'd want to run the Helium 10 Chrome extension review insights and get some of the top things that people are complaining about or like about my products or my competitor products and then put that into uh the description and key features. All right, so I'm going to do that real quick. Now, a quick note is that you can't download all of the Amazon reviews anymore. Amazon doesn't allow it. But here's a little hack. you can get like some review insights directly from the Tik Tok shop if this product is available on Tik Tok shop. So let me show you uh how you can do that. So here I found the product on Tik Tok shop. I can click it and then I can run the Helium 10 review insights right here and I can extract these reviews and look at it further. Uh like export them and perhaps you know run them through uh Claude or Chat JBT to get some uh points that I want to put and make sure is in my listing right here. Now something that's important is that there might be people who once they get to the listing they might hit the Alexa for shopping button and start asking it questions. Now, the Alexa for shopping has a lot of uh points on here that it already comes up in like the autocomplete that people, you know, theoretically are clicking on or asking the most. Like, for example, in this competitor listing that people are buying thousands of, it says, "What skills does this help kids learn? Can this be used for left-handed kids? Does it come with a pen?" So, if we want to make sure that our listing will be able to answer this type of question, I want to put these asens into the listing builder section that says Alexa. And then what is going to happen is the AI is going to go ahead and make sure that whatever questions are showing up on any of these listings, this listing will be able to answer it. Because, for example, if I were to hit this button that says, can this be used for left-handed kids? I don't want the answer to say, "Oh, I'm not sure." The listing doesn't say, right? Like, for example, on my competitor listing, if I ask Alexa that, it says, "Yes, this magic groove writing practice book can be used by left-handed kids." We want our listing to say to be able to answer that in a positive way. All right. So, that's what I'm going to do here by selecting this for enhance with Alexa. Once I have fully gone over made sure everything that is uh the the main points for the description, the the key features, etc. Once I have all of that, and again guys, I'm not going to do it all right now. This is something that you should probably sit down and take a little bit more time with, and especially if you know your product well. You want to make sure all the important features are here. Then I'm going to hit the button generate listing. And it's going to generate uh the bullet points. It's going to generate the title, the item highlights, uh, and the description. And guaranteed it's going to get a lot more keyword coverage than I had. It's not going to get this all 800 keywords because it's impossible to do that. I should have been able to whittle this down if I had more time than just this podcast. But what it's going to do is I guarantee it's going to get a lot more keyword coverage than I had the first time. And it's going to get me a better keyword score. Let's see what it comes up with. All right, it says listing created successfully. Let's go ahead and review. What it does is it puts it in staging here. All right, so it says, hey, use the suggestion graceful by design magic groove writing practice for kids 3 to five set. I can hit use suggestion and it'll go ahead and put it right here. Um, I might just add something here like it says 3 to five. Maybe I want to make sure that the five to eight crowd is also covered. And so I just added five to eight right here. You can just change any of this listing afterwards. Here's the item highlights. Uh, maybe I'm like, hey, you know what? I want to have kids writing practice book in here. I could just change this uh a little bit. Now, notice what happened when I put kids writing practice book. It put a line through that keyword here in listing builder. Okay. So, this is this is important because now it knows that I use this in exact phrase form. So, you see how I was trying to include all of these keywords that I had in here in phrase form. Now, here are the suggestions for the bullet points that I'm going to go ahead and replace. And then here is the description that it had me use. So, it included all of my main keywords here. But then, as you can see, it included more than a hundred of the 300 individual keywords. A lot better than the 80 it had before. And now look at my score. Now it says without even me editing anything in here, it is now second out of all the competitors on the SEO score without even me using extra keywords. So what would I do now? I would go in here and see, hey, what keywords didn't it uh include that I might want to go ahead and uh leverage. Uh I can also choose unused keywords to throw it into my generic keywords. So I can just hit this button and it'll throw a lot of the unused keywords right here into my generic keywords. And this is probably the place where you might want to put, you know, some of your Spanish keywords and some of the keywords that that don't make sense. But even with with me just using the AI and just hitting a few buttons and without even tweaking this, right, uh, as a human would, I'm already way better than I was than before for my SEO. And so this is the way that using AI, you can make a pretty good listing. What if I do it here in the MCP of Helium 10? Um, look at this prompt I'm going to put. I'm going to say generate a fully optimized listing now for this as prioritize the keywords that get in phrase form by uh doing the non-branded keywords that have at least 40 SQP purchases and the keywords that have a high competitor performance score that have at least a,000 search volume and the keywords that might be bringing the most sales for competitors in brand analytics. So, I'm saying which ones to try and prioritize in phrase form. Do not include any competitor brand name. All right? And here, as you can see, here is a fully optimized listing. The the MCP says or Claude says it gave me a 71 character uh title uh very similar to the one that the AI in Helium 10 created. Here it gives me the item highlights. Um here's the bullet points. And here's a description. Uh and it even gave me backend suggested search terms. Plenty of room left. Uh so now what I'm going to do is I'm uh or actually it actually said also here, do you want me to sync this straight to Amazon via Seller Central? So that's kind of cool. like right here from the MCP, I could just hit yes, and it would actually upload this listing to uh Amazon. Uh but now I'm going to say, hey, for this new listing, how many of the individual keywords that made up the phrases in the keyword pack are covered? And how many of the phrases uh are covered as well? Let's see what it answers. Okay. And here it says, hey, you had 32 exact phrases. So the the listing builder inside of uh Helium 10 did better than Claude uh here. And let's see any match at all. 178 individual keywords it looks like. And again, it only had 300 keywords. So that's one of the problems when doing your keyword research just in Claude or Chat JBT. You're not going to get the full coverage. But again, for speed-wise, nothing nothing is going to beat this. So this is still a pretty good listing that it found here. So guys, in conclusion, you know, this was just kind of like a a speed way of doing things. But regardless of what tool you use, I hope the path is clear. Number one, this first step is identify your competitors if you are doing an existing listing. All right, these are the ones that are the most closest to you in form, function, and price. Number two, do keyword research, extensive keyword research on your product and your competitor products. In other words, for your product, hey, where have you been ranking highly for? What keywords have brought you sales in search grade performance? For the competitors, where have they gotten sales from brand analytics? Where have they been ranking high? Not just now, but historically, uh where are they focusing on top of search for uh sponsored? And then take that list of keywords, could be hundreds, could be even more than a thousand. Uh narrow it down. Take out the branded keywords, take out individual uh words, uh take out words that you don't really want that you don't think you need to rank for. And then use that list of keywords. Pick 20 or 30 top phrases that are the most relevant that brought you the most sales or brought your competitors the most sales or hits uh like most of the competitors are all ranking for it highly. Highlight those and make an effort to get those in phrase form in your listing. By the way guys, I did uh some side studies about phrase form. Um and it definitely helps your Amazon relevancy. Remember, Helium 10 is the only tool that can measure Amazon relevancy through the Amazon recommended rank. And there's a direct correlation with having keywords in phrase form and how relevant the Amazon algorithm is going to mark your listing to a certain keyword for your product. And when you're more relevant to the Amazon algorithm, it's going to be easier for you to rank and also run sponsored ads for these keywords. It's a lot harder to have good placements in sponsored ads if Amazon doesn't think you're relevant at all for a certain keyword. So, you know, that that is how like the Helium 10's listing score is designed to help you uh get relevant for the Amazon algorithm. Once you do that, make sure to just make your listing and try and use as many of the main keyword phrases and individual words that make up the rest of the phrases as possible while not forgetting to include important points uh that are key features of your listing that are key features of what people have complained about or liked in your listing or others in the reviews. Don't forget to use that little strategy of going to Tik Tok reviews in order to get um in order to get some of those ideas. And then also make sure that your listing answers all of the main questions that uh Alexa asks on your products listing and your competitor's listing. This is going to give you a nice holistic listing that is more optimized potentially than what you have now. How do you know if it's going to be more optimized? Use the listing score in listing builder to see how you stack up to the competitors. Um so I hope this has helped guys. Uh, I want you to start running this. Run this through some of your listings now. Uh, and tell me, uh, what did you improve on your score? Uh, were you missing keywords that were driving sales to your competitor? Let me know. Um, I'm going to make some skills so that you can even run a lot of this in the MCP or in the Helium 10 agent. It's going to be pretty cool where maybe you don't have to always use the the regular listing builder tool uh using one of my skills. So, be on the lookout for that. Anyways, hope you guys use this and uh let me know how your new listings work out. See you in the next episode.