Unlock the Power of Amazon IDQ 2.0: Optimise Product Listings and Boost Sales

Leverage the Enhanced IDQ v2 Score to Optimize Searchability, Discoverability, and Evaluation for Your Amazon Products

Did you know that Amazon has a score that measures your products’ listing quality? It’s the IDQ score, that you can require through your Case Log and Amazon recently launched an updated version of it, the IDQ v2.

As discussed in the past articles, the first steps of the Marketing Funnel are Awareness and Discovery that on Amazon are about your products’ searchability and discoverability The third step is Evaluation which is about the acquirable quality and quantity information of your detail pages and attributes.

Try to imagine how would a physical store with your products look like. Would the potential clients know everything they need to? How do your shelves look like? Where is your shop located? Is the shop assistant prepared? Knowing that, would you enter the store? If you are satisfied with your imaginary physical shop, you probably have a high IDQ score.

In the following lines you can find the main parameters that Amazon takes into account and some general guidelines and suggestions based on our experience, with some examples based on our clients’ product for which we have a high score:

1. Titles

Product titles should provide a short (less than 100 characters) description with the product’s key features that quickly enable the customer to understand the brand, series, model number, product type, color, and size of the product. With the IDQ V2 the presence of the Brand Name on the title is considered for the final score.

2. Bullet points

To maximize the customer’s purchase experience and evaluation there should be minimum 3-5 sentences identifying the key features of your product through factual and descriptive information about it.

3. Images

Displaying high quality, product specific images can increase your sales. The ideal is to have a minimum of 7 images, with a white background and high resolution (in order for it to be zoomable) for the main one.

4. Leaf node

A Browse Node is referred to the “Department" list that you see in the left column on the Amazon website. Customers will be easily able to find your product by filtering if the browse node is accurate, and on the opposite side, if the node hasn’t been assigned or is incorrect it will impact negatively on the browse filters research.

5. Description

Another important factor that needs to be on your detail page is the product description presented as a clear, concise, factual text that the customer can read to get more information about the product that can specify characteristics mentioned in the title or provide new ones (eg. Compatibility).

6. A+

The presence of the A+ content has a high weight in the IDQ score and it can be a creative way to generate interest on other products (eg. Comparison chart) from your listing, giving a continuity to the detail page it can retain the customer while increasing his knowledge about your Brand.

7. Keywords (Back-end Search Terms)

If you are familiar with Amazon, you will know that it provides the opportunity to include additional product-related keywords, not directly customer facing, through the search terms attribute. The purpose of those keywords is to include relevant information not showing in the title, bullet points and description. The search terms shouldn’t be redundant or include temporary attributes (eg. new, on sale), misspellings or variants of spacing, punctuation, capitalization, and pluralization as already covered by Amazon’s Search Engine.

“Quality takes time and reduces the quantity, so it makes you, in a sense, less efficient. The efficiency-optimized organization recognizes quality as its enemy. That’s why many corporate Quality Programs are really Quality Reduction Programs in disguise.” ― Tom DeMarco

If you want both quality and quantity, you can always offshore and as an Amazon Agency we could help you to achieve your goals!