David Thacker
An experienced Amazon agency, especially an Amazon FBA agency, provides invaluable guidance in navigating this crucial aspect of your Amazon selling journey. Amazon’s category structure is complex and multi-layered. It’s designed to help customers find products quickly but is a maze for sellers. Here’s what you need to know:
Hierarchy of categories
Amazon’s categories are organised in a hierarchical structure:
- Root categories (e.g., Electronics, Clothing, Books)
- Sub-categories (e.g., Computers & Accessories under Electronics)
- Sub-sub-categories (e.g., Laptops under Computers & Accessories)
Understanding this structure is crucial for proper product placement.
Category-specific requirements
Many categories have specific requirements or restrictions. For example:
- Some categories require approval before listing
- Certain categories have additional quality standards
- Some categories have specific product information requirements
An Amazon FBA agency helps you navigate these requirements efficiently.
Impact of categories on search and browse
The category you choose affects how customers find your product through:
- Browse paths
- Filtered searches
- Category-specific promotions
Proper categorisation significantly impacts your product’s visibility.
Strategies for choosing the right category
Selecting the optimal category for your product is a critical step. Here are some strategies an Amazon agency might employ:
- Analyse competitor listings – Look where successful competitors list similar products. This provides insights into the following:
- Potentially profitable categories
- Category-specific customer expectations
- Competitive landscape within categories
- Consider search behavior – Think about how customers might search for your product:
- What terms would they use?
- What category would they expect to find it in?
- Are there multiple relevant categories?
An Amazon FBA agency conducts keyword research to inform these decisions.
- Balance specificity and traffic – There’s often a trade-off between specific categorisation and category traffic:
- More specific categories mean less competition
- Broader categories often have more traffic
The goal is to find the sweet spot that maximises visibility without getting lost in a sea of competitors.
- Test different categories – If allowed, consider testing your product in different categories:
- Monitor performance metrics closely
- Look at changes in visibility, and conversion rates
- Be prepared to adjust based on results
Optimising your listing for the chosen category
Once you’ve selected a category, optimising your listing is crucial. Here’s how an Amazon FBA agency might approach this:
Use category-specific keywords
Different categories may have unique keyword trends:
- Research category-specific search terms
- Incorporate these into your title, bullet points, and description
- Balance category-specific and general keywords
Adhere to category style guides
Many categories have specific style guides:
- Follow formatting recommendations
- Include required product information
- Use category-specific attributes effectively
Adhering to these guidelines can improve your listing’s relevance and visibility.
Optimise for category-specific filters
Each category may have unique filter options:
- Ensure all relevant fields are filled out
- Use precise and accurate information
- Consider how customers might use filters to find your product
Proper use of filters significantly improves your amazon ctr.
Leverage category-specific features
Some categories offer special features:
- A+ Content opportunities
- Category-specific promotions
- Special badging
An Amazon agency helps you fully take advantage of these features. Category selection and optimization are not one-time tasks but ongoing processes. Stay informed about category trends and changes, continuously monitor your performance, and be prepared to adapt your strategy as needed. Amazon’s complex category structure is a powerful tool for driving visibility, traffic, and sales for your products.
