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The importance of strong listing translations on Amazon

As brand owner and seller, you may have thought about how to expand your reach into growing international markets. While many are aware of the global opportunities Amazon presents, very few businesses are doing a great job of maximising Amazon listings and content for optimal sales. The truth is, success on Amazon requires a special skill set that many companies or individuals just don’t have full working knowledge of, especially when considering Amazon-specific SEO. Adding translations into another language creates a whole new element when it comes to creating compelling and fruitful content.

The good news? eCommerce Nurse is here to help. We are able to support businesses with quality, thorough, certified, native translation and localisation that also captures the necessary steps to success on Amazon. Here are three considerations you’ll want to note if you’re thinking of selling in another marketplace and need translation services.

1) Professional, native-speaker translations

If you already sell on Amazon.co.uk, for example, it’s easy to see the reach of expanding to other Amazon platforms, instantly adding millions of potential customers. But you cannot simply optimise your listings in English and upload them to Amazon.fr, Amazon.de, Amazon.es, and Amazon.it in Seller Central. Each ASIN should be optimised in the country’s native language.

First off, you may be tempted to drop your text into Google Translate, or any other free translation app or service. While machine learning has come a long way, and this may be free or cheap, it’s not going to get you great results. Similar to a poorly written English product detail page, potential customers will immediately be put off by quality concerns. If the information does not correctly answer buyers’ concerns or questions, it will not convert into sales. To deliver a solid customer experience, it’s imperative you use a professional translator.

It’s unfortunate, but speaking a certain language proficiently or being a native speaker doesn’t qualify someone to perform professional translation services. You’ll want to use certified, native translators to ensure accurate work that is cohesive and makes sense in the local language. Translating is a complex job. Your translator must understand the context of the text, the local market where the product will be sold, and ensure your intended meaning is being interpreted correctly when it comes to word choice. It is not merely about translating individual words, but a cohesive, full text that works from a nuanced marketing perspective. Otherwise, you will not be successful on Amazon, which is especially rife with competition.

2) Ensure you capture keyword research for SEO

If you’ve ever dealt with product listing optimisation, you’ll know that it does not only include titles, feature bullet points, and product descriptions. On Amazon, the backend keywords require an equal amount of thought and attention to detail to ensure product discoverability in search.

English keywords cannot be directly translated into another language and perform well. There are many tools that can help create keyword lists in multiple languages, but only a native speaker is going to be able to weed out irrelevant keywords and ensure an accurate list of seed keywords. This is because some languages include multiple ways to describe a product that won’t necessarily be apparent in English. If a translator or tool does an apples-to-apples, basic job of translating, without working to identify similar or relevant terms, you will miss out on large segments of customers who might be searching for a product.

3) Localisation counts

Finally, quality translation will take into account not just the language, but localisation, as well. Language and translation are complex, and just because something is translated doesn’t mean it is marketable. Many words can have multiple meanings, or different meanings entirely. Text may need to be adjusted or completely overhauled and re-written so it makes sense for the local shopper.

In terms of wider Amazon marketing, you may need to create or adjust A+ Content, images, advertising, and more. The better your translator is able to localise content, the more successful you will be.

A quality translation can make or break your products selling internationally. Be sure your translator is localising as well.

How we can help

If you want to achieve international success on Amazon, we can help. eCommerce Nurse understands the importance of quality translation as well as the nuances of Amazon marketing. That’s why we employ a team of certified, native translators who can help you stand out among hundreds of thousands of other listings. With e-commerce continually on the rise, and efficiency and ease of ordering for customers on a global platform like Amazon, the world is indeed getting smaller. Contact us so we can support your business goals and establish a plan for success.

Katy Luxem

Katy Luxem

Katy Luxem is the content manager for eCommerce Nurse. She has worked for Amazon in both Seattle and London, delivering results for multiple different teams and product lines across the U.S. and Europe. Katy's experience is focused on making sure customers have a best-in-class experience. She enjoys helping businesses and brands succeed and grow with next-level content.

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