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  • Writer's pictureDavid García Ruiz

3 steps to translate your Amazon listings


Parcels next to the world globe

Amazon has 20 marketplaces worldwide, with over 6 million sellers. This global expansion has enabled the company to not only increase its customer base but also boost its profits internationally.


And when it comes to sellers using Amazon to sell overseas, it's important that they present their products in a way their international customers can understand and accept them. This includes translating and optimizing your product listings so people can find your products when searching in their own language.


Not sure what we’re talking about? Don’t worry, we’ll break it down for you and share 3 steps to overcome language barriers and increase the visibility of your products.


1) Failing to plan is planning to fail


Before you dive into the technical whys and wherefores of translating an Amazon listing, it’s important to get to grips with the various components of which it is composed.


Now at first glance, you may think that nothing more than the product name and description needs to be translated, but in fact, there are a number of things that need to be included to create a good impression in overseas markets.


That is why we’ve included a checklist of each of the listing components that need to be translated:

  • Title

  • Bullet points

  • Product description

  • Country-specific imagery

  • Amazon A+ content

  • Legal disclaimer

2) Keyword research is crucial


When it comes to figuring out how to translate your Amazon listings, keyword research is a must. Keywords are essentially the search terms that people type into search engines, in this case, Amazon, when looking for a product.


Knowing which keywords to include in your listing will help ensure it is found by as many potential buyers as possible. So, let’s take a look at how it’s done.


Weighing up the competition


Analysing competitors is an effective way to better understand the e-commerce landscape and what customers are searching for. Looking at the top ten products for a specific search query, you can get some good ideas of the terms your competitors are using.


By looking at competitor keywords, you can better understand what will make your product listing successful and include the right terms that top search results are using.


Discovering what works for you


Having a look at the keywords your competitors use is a good starting point. Then a language professional who knows the ins and out of Amazon will do keyword research for the specific language of the marketplace.


Yes, search habits are unique to each country, meaning that keywords are also unique. For example, in the English language, there is not any keyword to refer to a "Roof light bar" that is exclusively for lorries. However, in the German language, there is: Dachlampenbügel (Roof is "Dach" in German, and "Lampenbügel" refers to "light bar"). The thing is, it might not be obvious this keyword exists unless you do keyword research.


As you probably know, if your titles and descriptions do not include the keywords that Amazon users type in the search field, Amazon will not deliver your results, and nobody will find your products.


Why the ‘where’ matters


Believe it or not, Amazon has its own algorithm (yes, different from the algorithms used in SEO) that helps it determine where keywords should be included in a listing. This means that if they’re not included in the right place they could undercut potential sales.


With the right keywords in your listing, you will have better chances of customers finding your products. This includes:

  • Titles,

  • bullet points,

  • descriptions,

  • and more.

3) Invest in professional translation services


Investing in professional translation services is a must for businesses looking to optimize their product listings on Amazon. From facilitating communication with your potential customers to ensuring you use the right keywords.


If you’re ready to take your Amazon listings to the next level then get in touch with the Trust Your Brand team today to discuss how we can help you.

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