7 Costly Mistakes You’re Making with Your Amazon Listing Translation

In 2022, Amazon’s net sales revenue hit a record $514 billion. Amazon sellers across the globe are taking the opportunity to grow their sales and revenue. 

The problem is that few do a decent job of localizing their listings. Failure to localize Amazon listings is a lost opportunity.

Sellers that present products to customers in a language they understand will gain trust and loyalty. Without the benefit of localized Amazon listings, sellers miss out on traffic. The result is fewer sales and stalled revenue growth.

The Importance of Amazon Listing Translation

If you’re an Amazon seller looking to expand your business, you’ve probably considered cross-border sales. Amazon listings allow you to reach customers across the globe. Still, you must optimize your listings to maximize international sales opportunities.

An investment in professionally translated and localized Amazon listings will pay handsome dividends.

Amazon has more than 310 million customers in more than 100 countries. You’ll miss out on this enormous opportunity to grow your business unless you address language barriers before entering foreign markets. 

Mistake 1: Rely Completely on Machine Translation or Bad Translation

Machine translation may seem like a quick and inexpensive way to localize your listings, but don’t be fooled. Computer-assisted translation is not perfect. Machines will miss the nuances in your messaging. They take messaging literally and won’t understand the context of your message.

It only takes one word incorrectly translated to completely change the meaning of the message. Customers confronted with poorly translated listings will have quality concerns. They will pick up that the listing isn’t local.

Machine-translated material also tends to sound robotic. It often takes considerable time and effort to rewrite the material into a reader-friendly format. 

Mother-tongue speakers should translate your content and listings. Only local people understand colloquialisms and will know how to engage the target market. They will recognize complexities and ensure that your message accurately conveys your meaning.

Mistake 2: Ignore Content Localization

Content localization is a crucial aspect of successfully expanding your Amazon business. Localization involves adapting your content and product listings to engage local audiences. Local translators can ensure message accuracy and cultural relevance. 

They understand the cultural context of the message. Phrases, humor, or references that don’t always translate well. Make sure that your content is culturally sensitive and appropriate. 

We’ve listed five checkpoints for effective Amazon content localization.

1. Local formats – Localization respects measurement, date formats, and currency symbol differences.
2. Images – Use images that play to the local culture and preferences. The people must reflect the target audience. Images should highlight local landmarks and include region-specific visual elements.
3. Features and benefits – Highlight product features and benefits relevant to the local market.
4. Reviews – Translate and localize local reviews. Positive feedback from local customers will enhance credibility and trust.
5. Customer support – Offer customer support in your target market languages.

Successful content localization goes beyond Amazon translations. It involves understanding and embracing market nuances. It’s about respecting local customs and adapting your content to create a meaningful connection with your audience.

Mistake 3: Don’t Understand Your Target Audience

The best marketing plans start with careful market segmentation. Research reveals target market preferences, behaviors, and needs. Use online research and local resources to understand your target audience.

Decide whether you want to enter several countries or focus on one. Each approach has its benefits and challenges. Starting with one market can help you learn and refine your strategy before expanding further.

Study your competitors for insights into market trends and customer expectations. Identify what the competition does well and where gaps exist. Capitalize on the market gaps.

Tailor your product offerings and marketing strategies to cater to each target market. This may involve adapting your product names, descriptions, and images for local audiences.

Pay close attention to customer feedback and reviews. This can provide insights into what customers like and dislike about your products. Use the feedback to plan improvements.

Mistake 4: Neglecting Keyword Research in Local Languages 

To truly optimize your Amazon listings and enhance visibility, it’s imperative to conduct keyword research in local languages. 

Follow this step-by-step guide for a successful local language keyword research approach:

1. Identify your target market. Language and search behavior will differ from one country to another. Separate keyword research is a must. 
2. Leverage Premium Tools. While numerous keyword search tools exist, our experience at MarginBusiness has led us to confirm that Helium 10 stands out as the comprehensive solution. Helium 10 consolidates all the necessary tools into one platform, enabling efficient keyword research across all Amazon marketplaces.
3. Use local translators. Automated translations on Amazon will not capture the full essence of a keyword. Regional dialects, slang, and cultural nuances significantly affect keyword selection. Engage native speakers or local experts to grasp these intricacies better. At MarginBusiness, we’ve empowered our translators with proficiency in utilizing Helium 10’s suite of tools.
4. Learn from the competition. Gain valuable insights into trending keywords in local languages through competitor analysis. For this task, the Xray Google Chrome extension from Helium 10 proves to be an exceptional tool.
5. Use long-tail keywords. These refer to phrases that users search for. They are less competitive and more targeted.
6. Related terms. Include synonyms, variations, and related terms to capture a broader range of search queries.
7. Evaluate the search volume. Mix high and low-volume keywords. High-volume keywords might be competitive, while low-volume keywords could be too niche.
8. Regular updates. Keyword trends can change over time. Update your keyword list based on evolving search behavior and market trends.
9. Use A/B testing. Track how keywords impact your product’s performance. Continuously refine your keywords based on the results. 

Keyword research is an ongoing process. The goal is to continually optimize your content based on real-time data and user behavior. Optimization maximizes product visibility and conversions

Mistake 5: Missing SEO Optimization

Amazon listing optimization is essential for maximizing your sales,  improving your product visibility, and providing a better shopping experience. There are many advantages to optimizing your Amazon listings. They’re listed below:

1. Increased relevance – Optimized listings are more likely to appear in relevant search results on Amazon. Appropriate keyword use ensures that potential customers encounter your products when they need them.
2. Improved Click-Through Rate – Listings with clear, engaging, and informative content attract more clicks.
3. Accurate product information – Well-optimized listings provide accurate product information. Customers can make informed decisions. Expect higher conversion rates as a result.
4. Competitive edge – In a crowded marketplace, optimized listings set you apart from your competitors. Showcase unique selling points and product benefits to attract customers.
5. Brand image – Well-designed, consistent, professional listings contribute to a strong brand image. A cohesive presentation across your product line builds customer trust and brand recognition.
6. Improved ranking – Optimized listings are more likely to rank higher in Amazon’s search results.
7. Enhanced user experience – Many customers use mobile devices to shop. Optimized listings migrate well from one device to the next. The result is an improved shopping experience.

In short, the effort you invest in optimization can lead to long-term growth and success as an Amazon seller.

Mistake 6: Overlooked Legal Requirements

Adhere to Amazon’s policies and understand local regulations when expanding into new markets. Failure to comply can result in account suspension, legal issues, and reputational damage. Here’s a checklist of legal requirements to consider:

1. Amazon policies – Understand Amazon’s seller policies, terms of service, and guidelines.
2. Regulations and standards – Know the regulations governing product safety, labeling, and certifications.
3. Research import regulations – Know each country’s import regulations, duties, and customs requirements. Products must be correctly labeled and documented for smooth customs clearance.
4. Consumer protection laws – Such laws include warranties, return policies, and customer rights. Your product listings and customer service must comply.
5. Packaging and labeling – Many European countries have packaging and recycling requirements. Packaging materials must meet local standards and display appropriate recycling information. Product labels must meet local information guidelines.

These are just a few of the legal pitfalls. Do your research and, where necessary, seek legal advice.

Mistake 7: Fail to Monitor and Update Listings

Stay updated on local market trends and preferences. These evolve. Regularly track consumer behavior changes and adjust your content. Your Amazon listings must reflect the market trends to remain relevant. 

Adapt to customer feedback and address competitor strategies, and you’ll enhance your brand image, boost visibility, and optimize your listings for better search performance. Tracking the market also allows you to manage your inventory, maintain responsive pricing, and provide superior customer service. Constant proactive actions will contribute to increased sales and profits.

Bonus Tips: To Improve Your Amazon Listing Translations

Finding customers in foreign lands shouldn’t be difficult in a hugely successful market like Amazon. Still, it does take an eye for detail and considered action to make the best of the opportunity. Here are a few final tips for successful Amazon listing translations.

• Localize your listing. Use professional native translators
• Consider A+ content. A+ content offers you the opportunity to develop your content and images using templates
• Use top-quality images. Your images should showcase your product. Ensure that customers appreciate your product attributes and show them in local environments.
• Offer accurate information. Accurate descriptions will ensure that the customer knows what they are getting. This will reduce returns and complaints.
• Cross-promote products. Promote complementary products to increase sales. 

Ready to unlock your global success on Amazon and join the ranks of the highest-earning sellers?

Maximize your potential with our expert Amazon optimization, localization, and translation services. Margin Business team of professional translators understands the intricacies of the Amazon marketplace and can help Amazon product listing translation & localization of your content for international markets.