An insulated water bottle was stuck in a crowded, look-alike category. We rewrote the listing to win on a spec competitors could not match, and added relevant keywords so it could be found for more of the searches buyers type. Sessions more than doubled, and conversion still went up. Every figure comes from the account’s Business Reports.
301 to 822
Units ordered
+120%
Sessions
23.1% to 28.67%
Unit session %
1.06% to 2.33%
Session share
At a Glance
Product: A stainless steel insulated water bottle with a temperature display lid
The problem: It converted well enough, but was not being found often enough
Result: Sessions 1,303 to 2,867 and units 301 to 822 in 30 days
The Situation
Insulated bottles are crowded and price driven, and most listings make the same three claims: hot, cold, leak proof. This listing converted reasonably at 23.1%, but it captured only 1.06% of sessions. It was not being found often enough.
The Approach
Fix both ends. Give buyers a spec to compare on that competitors could not match, and widen the range of searches the listing could index for, with relevant keywords, common misspellings, and Spanish terms in the backend.
What We Did
Picked a fight with the standard
316 medical grade steel against the usual 18/8, framed around a complaint every bottle owner knows: metal taste.
Put numbers on performance
12 hours hot, 24 hours cold, 500ml, and a temperature display in the lid. Numbers are easier to trust than adjectives.
Removed the after-purchase worries
Leaks and plastic smell are the top complaints in the category. The lid and the included brush answer both.
Gave it a reason to be a gift
The patriotic design and tribute line give the buyer a person in mind, which moves a bottle from need to gift.
Widened the search net
Relevant keywords, misspellings, and Spanish terms went into the backend, so the listing indexed for more real searches. Our guide to listing keyword optimization explains how frontend and backend terms split the work.
Comparison on the Page, Coverage in the Backend
The front of the listing wins the comparison. The backend wins the search.
What the buyer reads
The psychology behind it
Keywords placed
Insulated Water Bottle, Stainless Steel Water Bottles with LED Temperature Display, Thermos Water Bottle…
The differentiator sits in the title next to the three main ways people search for the product.
insulated water bottle, stainless steel water bottles, thermos water bottle
Say goodbye to metal taste… 316 medical grade stainless steel… better than 18/8 food grade…
Comparison selling. Naming the standard makes the buyer judge every other bottle against this spec.
stainless steel water bottle
Keeping liquids hot for up to 12 hours and cold for up to 24 hours.
Concrete claims the buyer can hold the product to.
thermal water bottle
The BPA-free silicone lid gives a leak proof seal and removes plastic odors… included cup brush.
Answers the two complaints that show up in reviews after purchase.
leak proof, insulated water bottle
Honors the service and sacrifice of active duty and retired members of the armed forces…
Identity and gifting. The buyer now has someone specific to buy it for.
Each term is a search the listing could not appear for before.
misspellings, Spanish terms, variants
THE PRINCIPLE: a listing can only be shown for the searches it is indexed for. Adding relevant terms, and the ways people actually misspell them, put this bottle in front of buyers it had been invisible to.
Results After 30 Days
Sessions more than doubled, from 1,303 to 2,867, as the listing indexed for more relevant searches, and its session share rose from 1.06% to 2.33%. New traffic usually dilutes conversion. Here conversion rose too, from 23.1% to 28.67%, because the new searches were relevant. Units went from 301 to 822, even though Buy Box share dipped over the same period.
Metric
Before
After
Change
Sessions
1,303
2,867
+120.0%
Session percentage
1.06%
2.33%
+1.27 pts
Page views
1,739
4,225
+143.0%
Page view percentage
1.08%
2.63%
+1.55 pts
Featured Offer (Buy Box) %
97.10%
87.76%
-9.34 pts
Units ordered
301
822
+173.1%
Unit session percentage
23.10%
28.67%
+5.57 pts
Source: Amazon Seller Central Business Report, Detail page sales and traffic. Client identifiers removed. Growth came despite a lower Buy Box share in the after period.
Before: The Period Before the Rewrite
Before the rewrite. Source: Amazon Seller Central Business Report, client identifiers removed.
After: 30 Days With the New Listing Live
After the rewrite. Source: Amazon Seller Central Business Report, client identifiers removed.
Why Both Numbers Rose
Keywords brought the traffic. The session jump followed the new keyword coverage. More relevant terms meant more searches where the listing could appear at all.
Comparison made it the obvious pick. Once a buyer reads 316 versus 18/8, every other listing has to answer that question. Most do not.
Relevant traffic does not dilute conversion. Broad traffic lowers conversion. Relevant traffic raises it, so more visitors and a higher rate arrived together.
In Short
This listing was not failing to convert. It was failing to be found. The backend opened more doors, and the copy gave the people walking through them a reason to stay: 822 units instead of 301. Results depend on each listing’s competition, pricing, reviews, and inventory.
See how we approach this in our Amazon listing optimization services, or browse more on our client results page.
Written by the AMZ Scaler Team
Amazon advertising and listing specialists with 5+ years managing PPC and listing optimization for brands across the US, UK, and Canada. We publish what we apply in real seller accounts every day.
