Voice shopping is here to stay. So, how can you, as an Amazon seller, adapt your voice-enabled shopping strategies? Let’s talk about the challenge of voice search SEO for Amazon sellers and how you can rise to it.
They say Frank Sinatra was the voice of the 20th century. But when it comes to 21st century consumers, the most defining voice is probably their virtual assistant. Today, we look at the rise of voice assistant e-commerce, the latest voice shopping trends, and how they could impact your Amazon sales.
The Rise of Voice Assistant e-Commerce
The advent of voice assistants (VAs) from Amazon, Google, and Apple brought a whole new way for consumers to search for and buy things. What’s more, with shopping list widgets and in-app voice assisted shopping, Amazon is making sure that mobile shoppers look no further than Alexa. But why should sellers adapt?
1. The Shift Towards Voice-Enabled Commerce
It’s clear that voice shopping trends are altering the e-commerce landscape. But how and to what extent? To capitalize on this emerging market, Amazon sellers must understand not only today’s customer expectations, but also wider market trends. They must recognize that e-commerce voice technology is:
Widespread. Voice assistants are set to outnumber humans this year, according to Statista. It also claims 60% of U.S. shoppers make daily or weekly purchases via their smart home voice assistants. It should come as no surprise, since more and more households have voice-enabled devices. Of these, Amazon Echo devices have the lion’s share, TechCrunch reports.
Convenient. Voice commands are becoming the norm for a variety of shopping tasks, from initial product queries to final purchases. Ease of use, faster shopping and the offer of a new experience are the 3 main reasons people would rather shop with a voice assistant, according to the same source.
Accessible. 71% of shoppers prefer voice queries over manual input, reports PwC. Moreover, reports show that voice shopping is rising in tandem with mobile shopping, not contrary to it. M-commerce sales are expected to grow to $710 billion in the USA by 2025. In-app Alexa commands, as shown in the video above, will probably bolster these numbers.
Lasting. Voice shopping is not just a technological fad; it’s a consumer preference that’s here to stay. As Forbes puts it, voice shopping is thought to be the future of e-commerce. Sellers must understand this shopping preference and adapt accordingly to keep their edge in a voice-first world. 1.
2. How to Optimize Amazon Listings for Voice Search
The way your product is listed on Amazon can make or break it. Amazon voice search optimization requires a nuanced understanding of how voice search algorithms work. Especially since the voice-enabled shopping strategies you apply on other websites may not work here.
Voice searches yield fewer results than text searches, in general. They often provide only the top result as the answer. When it comes to Alexa, that answer is usually an Amazon Choice offer. But if there’s no featured product in a category, Alexa will return the best-ranking Prime offer instead.
However, if an item has already been purchased before, Alexa will try to duplicate the order. So, since repeat purchases are the default, sellers must spend more on ads when they target their competitor’s repeat customers. Luckily, you can see your new-to-brand and repeat order metrics with Brand Analytics.
Then there are some exceptions, such as Local Search. Brick-and-mortar businesses can add their location to Alexa’s database using the Yext Publisher Network. That way, buyers who specifically want to buy locally can restrict their Alexa results. So, look for online registers like these to boost discoverability.
Clearly, the top spot in voice search is the most coveted. To reach it, you need to run ads, get reviews, offer fast shipping, and optimize your listings. Since voice queries are long and specific, integrating long-tail keywords should be the first step in voice search SEO for Amazon sellers.
Also, your product descriptions should be conversational, clear, concise, and natural. Localize your listings with terms and phrases locals might use in everyday speech. For instance, replace “trunk” with “boot” if you’re selling your trunk liner in the UK and you want it to be picked up by voice search.
3. How to Make the Most of Amazon Voice Search Optimization
Voice shoppers place their orders on the spot, without much research. Also, the buyer’s remorse that naturally follows impulse buying may not apply to them. They don’t usually review their buying decision because they prefer to go with Alexa’s recommendation, even if it’s not the cheapest.
So, the convenience and speed of voice shopping are leading to changes in consumer behavior. Understanding this shift is pivotal for Amazon sellers. To engage customers who prefer voice shopping, they need to focus not only on price, but also on the nuances of voice queries and customer intent.
For instance, using order data like demographics and timing, sellers can make out what a buyer was doing when they placed a voice order (i.e., at work, cooking a meal, walking the dog, preparing for a marathon). Armed with this knowledge, they can meet future customers where they are, as the NCR explains.
4. Create a Voice Shopping-Friendly Brand Experience
To create a positive voice shopping experience, you need to do more than look at your analytics and your SEO. You must craft an engaging, seamless interaction between your brand and buyers. Your brand voice should be consistent across platforms, but your persona should be relatable for specific VA users.
For instance, an elderly Echo Show user might ask Alexa to buy some groceries every now and then. But a Google Assistant user in the same household might place voice purchases daily on their commute. So, make sure your brand is easy to find, recognize, and relate to for any VA user.
Come up with your own voice-enabled shopping strategies. Focus on promotional campaigns, customer interaction, personalized experiences, and new ways to get A performance rating on a scale of 1 to … More. Analyze voice search data to understand buyer preferences and tailor your offers to their tastes.
5. Embracing the Future of Voice Shopping
Voice technology waits for nobody. So, try to keep up with emerging trends in e-commerce voice technology. Recent advances in natural language processing (NLP) and AI-driven personalized recommendations are already set to change the way Alexa works, as the Verge reports.
With its own large language model (LLM), Alexa may soon be chattier and more proactive. According to Business Insider, it will generate original content like art and bedtime stories on the spot. If it catches specific branded items on camera, it will also incorporate them in its speech.
But voice shopping may evolve even further thanks to AI. For instance, today’s voice assistant speakers could be full-fledged humanoid robots some day. Just have a look at the AI-powered Optimus. It’s only a matter of time before virtual assistant robots like these start managing your customers’ shopping lists.
The rise of voice shopping can be both a blessing and a curse for Amazon sellers. With every indication e-commerce voice technology will continue to grow, now is the time for sellers like yourself to adapt your voice-enabled shopping strategies and position yourself for success in this new, voice-first world.
Melanie takes an active interest in all things Amazon. She keeps an eye on the latest developments and keeps Amazon sellers up to speed.