How an Amazon Product Listing Services will help you with VELs

When you sell on Amazon, the site gives you the option of adding product listings that are optimized for shoppers. These listings, called Vendor Enhanced Listings or VELs, are designed to help shoppers see the best features of your product. They also help shoppers see which products go together well and view related products—for example, if someone views an Amazon listing for a jacket, they can see a list of other jackets that also have an insulated zipper in the same “related” section.

The challenge with enhanced listings is that you need to do it right or risk appearing like a pet-food manufacturer caught putting uninventive code words in their product descriptions. There are some excellent examples of VELs out there, but because these detailed descriptions take a lot of time to create properly and effectively, not everyone uses them as much as they could. To make sure your business stands out on Amazon with great VELs instead of just decent one and how you can hire the best Amazon product listing services, here’s what you need to know:

Know the difference between VELs and product ads

Amazon Product Ads (APAs) and VELs are similar but serve different purposes. APAs are primarily focused on driving sales on Amazon, while VELs are meant to increase traffic to your website. If you only use APAs, Amazon may have your product removed from their site, as they have a policy against incentivizing users to use your site over theirs. That’s why it’s important to use VELs as well to make sure you’re compliant with the site’s policies. VELs can include a link to your website in the “Additional Information” field at the bottom of the page. This is where you might add a few extra details about the product, like care instructions, product specs, and more. APAs, on the other hand, can’t be linked to your website. If you want to add extra information about your product, you’ll need to do so in your VEL.

Be aware of what’s required by Amazon

While there isn’t a specific template you have to use for your VELs, there are some guidelines you should be aware of. All VELs must include at least one image of the product. This can be a product shot, a lifestyle shot, or a combination of the two—but it must be an image of the product. You don’t have to use an image from your manufacturer’s website, but it should be a high-quality image that clearly shows the product. A VEL also can’t be longer than the following lengths: 6,000 characters for product titles, 3,500 characters for product descriptions, 900 characters for social proof, and 100 characters for the product’s subtitle. You’ll also need to write your VEL in a way that’s appropriate for all ages. That means no mature language, no sexual references, and no attacking other companies.

Understand why your VEL might be rejected

Vendors often get their VELs rejected by Amazon. The most common reasons for rejection include having the wrong images, not including all of the product’s details, or not writing the VEL in an appropriate way, that is why an amazon product entry services can help you here as they are very much aware of these things. If you find your VELs are getting declined, you can appeal the decision and request that Amazon reconsider. You might even be able to use the same VEL again after making some corrections, if Amazon’s reason for rejecting it was minor enough. Sometimes, however, you might have to reevaluate your entire product page. If your VELs are getting rejected, it could be a sign that your entire product page is underperforming. In that case, you’ll need to look at your entire product page to see what you could be doing better. If you’re using a Fulfillment by Amazon (FBA) seller account, your seller performance could be affecting your VELs. You can check your seller performance by logging into your seller account. Alternatively, you can use a software like Feedback Genius to get a better idea of how your product page is performing.

Find the right inventory to use for your VEL

You can choose which products to feature on your VEL, but you need to make sure that you’re choosing the right ones. You want to select products that show off your brand and makes it clear why people should buy from you. For example, you might use a product that is top-selling and follows your brand’s color scheme to show that you’re a reliable business. You can also use VELs to promote products that are out of stock. You can use your VEL to mention what the product is, when it’s expected to come back in stock, and the price you’re selling it for. This will help you draw attention to other products on your page that might be selling well. You also might decide to feature products that are out of stock on the VEL to draw attention to the item. If you get enough sales from the VEL, you can email Amazon and ask to reopen the item for sale.

Check your price points with a calculator

Before you add any products to your VELs, you should check their price points with a calculator. Once you put a price on a product, you can’t change it, even if you sell more than you expected. Amazon can suspend your account if you try to change the price on a product after you’ve listed it. Your pricing should be consistent with other products in your category. If it isn’t, you might want to adjust your prices or your VELs. You don’t have to include every product you sell on your VELs. Instead, you can choose products that are best-selling or that make an excellent addition to your VEL. For example, you might have a mop that’s already selling very well on its own, but you might also have a smaller, less expensive mop that helps people complete a cleaning task they might not have been able to finish otherwise. In that case, you could use the smaller mop on your VEL to help it stand out.

Conclusion

Your product listing is the first part of your product page that shoppers will see, so it’s important that your VEL is engaging and informative. These listings are also an opportunity for you to explain why your brand is different from the competition, why your product is worth purchasing, and what makes it different from other products in the same category. If you want your products to stand out on Amazon, you need to make sure that your VELs are the best they can be. That means taking the time to write engaging VELs that explain your products in an effective way.