This is Part 3 of a multipart series focusing on how Amazon is using artificial intelligence (AI) and how B2B manufacturers can use AI to grow their business. You can read Part 1 here and Part 2 here. Check back for more articles in the series.
One of the foundations of being successful in B2B sales on Amazon is having A+ product content. That’s not just a way of saying you need great content; it’s an actual feature for brand owners that allows them to include rich content, such as high-quality images, videos, charts, and more, in their product listings. This content is designed to help customers connect with your brand and the products you offer.
While A+ Content itself does not directly affect your product’s ranking in Amazon’s search results, it can indirectly influence your ranking by improving the customer experience, which can lead to increased sales, better reviews, and more traffic, as these factors contribute to higher ranking on Amazon’s search engine.
Developing A+ content is a significant process that requires investments in both time and expertise. But for B2B manufacturers with enormous catalogs of hundreds or even thousands of products, it can be a huge hurdle to having a successful Amazon presence.
Luckily, we live in a time of unprecedented innovation, with generative artificial intelligence (AI) proving more and more capable of creating content on scale. Let’s take a closer look at how your business can use AI to develop content and drive sales on Amazon.
Example of A+ Content on Amazon from Enceiba Client Daikin
Using AI to Generate Written Product Content
As mentioned, if you have a catalog of hundreds or thousands of products, generating the written content for Amazon can be an enormous chore in and of itself. Product titles, descriptions, and other aspects of listing pages require a significant amount of text.
To tackle large product catalogs, generative AI can create content for thousands of products in a fraction of the time a human can. Some AIs, such as Amazon’s own generative AI tool for sellers, can use it based on just a handful of words or even a link to the product page on the manufacturer’s own website.
Depending on the tools you use, AI can automate content generation, personalize content based on specific product attributes, quickly scale to generate content for thousands of products, ensure consistency in tone and style across all listings, optimize content for search algorithms, provide multilingual support for global audiences, and continuously learn and improve over time based on feedback.
AI can also revolutionize keyword research for Amazon listings. It can analyze large volumes of data, identify patterns, and predict which keywords will drive the most traffic to a product listing. Some tools can also suggest long-tail keywords that might be less competitive but still relevant to the product.
If you’re looking to develop AI generated written content, take a look at services like Jasper, ChatGPT, or Perci, which was created specifically for developing Amazon content.
Using AI to Generate Product Images
It’s likely that you’ve seen AI generated images across social media or on other media channels. Image generating AIs such as Midjourney and Dall-e have exploded in popularity, creating both photorealistic images as well as fantastical, otherworldly images.
However, to use it for product listing images, you will need something that’s a little more geared towards Ecommerce sales. Generative AI doesn’t only create images, it can also remove and change backgrounds with a click of a button. Some tools allow you to choose a different color or textured background, while others provide you with more “lifestyle” oriented backgrounds, such as showing a product sitting on a table or desk. Amazon has its own tool for this, but there are also a wide variety of other tools out there that can do this. Be sure to test a few out to find the one that best suits your needs and budget.
Using AI to Generate Product Videos
Out of all the types of content you can create for an Amazon listing, video should be right at the top of your priority list to create. Video is one of the most powerful selling tools available, and it should be a no-brainer to include them in your listings for your top-selling products.
That said, from an AI standpoint, creating videos can be a real challenge. Part of that challenge is that the technology itself is not quite there, in our opinion, at least not in terms of creating full-fledged product videos.
However, there are some tools out there that can get you pretty far along in the video creation process. Some simply take your product image and add animation to the background and other motion graphics, such as a text overlay to highlight key product features or benefits. There are also some tools out there that will use still or stock images and create full scripts, along with voiceovers, based on some text input.
A couple of tools we've experimented with are Augie by Aug X Labs, Invideo AI, and Pictory.ai.
The Need for Human Intervention
While we’ve seen an explosion of content generated by AI—both in terms of written materials and images—it’s essential to remember that these systems are still relatively young. They provide tremendous value and can dramatically shorten the time needed to develop content. But your content still requires human oversight to review it and make sure it’s accurate. Many AIs still suffer from “hallucinations,” the term given when an AI makes up facts. Image generators can also be tricky, creating a variety of mistakes such as a person with three arms.
A great example of this is the recent case of an academic journal who used an AI generated image of a rat’s reproductive organs in a published paper. The graphic in question was highly inaccurate and included gibberish text (we’re not including the image here, as it’s not entirely safe for work, but you can see it and read about the incident here).
The bottom line is that as advanced as AI is today, it’s still essential to have some human intervention. Every piece of AI-generated content Enceiba puts out is checked by a human being, made more human in some cases, less repetitive, or just more accurate. Even with human oversight, though, we estimate we’re saving at least 20 percent or more of our time using generative AI. And that gives us and our clients a competitive advantage in the marketplace.
Want to learn more about using AI in your B2B Amazon business? Schedule a call with us to discuss your business and some of the ways you can integrate AI into your workflows.