Amazon listing localization; expanding your business globally is exciting and yes, you can take the simple route by just listing your products on marketplaces like Amazon.ae. But believe me, that’s not how the business truly works. The worst-case scenario? You start off poorly and end up thinking there’s no potential in the market. When in reality, the issue isn’t the market – it’s that your brand isn’t yet relevant to it. Localization – the art of adapting your listings, keywords, images, and marketing strategies to meet the unique needs of each marketplace – is critical to success.

In this post, I’ll share some of my personal insights and strategies that have helped my clients successfully expand into world-wirde Amazon marketplaces. On top of that I’ll provide a free guide on uploading product images by region.

Why Amazon Listing Localization is Key to International Success

When I first started working with brands expanding globally, many made the mistake of just translating their listings from one market to another and expecting similar results. However, each market comes with its unique cultural, linguistic, and behavioral differences that need to be addressed – especially when dealing with an algorithm designed to showcase products with the highest conversion potential. If you want to truly connect with local customers, simple translation won’t cut it.

The Impact of Amazon Listing Localization on Sales:

• Resonance with Local Consumers: Localization makes your listings feel familiar, relevant, and trustworthy
• Improved SEO: Using localized keywords boosts your listings’ visibility in local searches, feeding the local algorithm and giving you an edge over competitors who may rely solely on translated text
• Higher Conversion Rates: A localized approach addresses local shoppers’ preferences and expectations and makes them more likely to buy from you

Expert Insight: Without localization, your listing may be irrelevant to local shoppers or worse—ignored completely.

Localize Your Keywords

One of the biggest mistakes I’ve seen is recycling the same keywords used in home markets. For example, if you’re expanding from Amazon US or Germany to the UAE, don’t assume that those keywords will resonate the same way. You need to understand the local search behavior and trends to ensure your products are discoverable.

• Research Local Search Terms:  Use Amazon’s autocomplete or keyword research tools like Helium10 to figure out what UAE customers are searching for
• Integrate Local Keywords: Insert these localized terms into your titles, bullet points, descriptions, and backend keywords to ensure maximum visibility
• Avoid Simple Translations: Keywords don’t always translate well. What works in one market may not make sense in another

Example: In the UAE, shoppers might use different terms for common products compared to their counterparts in Western markets. For instance, while “air conditioner” might be a common search term in the US, “cooling unit” may resonate better with UAE customers.

Customize Your Amazon Listing Localization

Once you have your keywords nailed down, it’s time to customize your product listings. Remember, localization isn’t just about language—it’s about cultural relevance. This means going beyond translation and ensuring that the messaging, product details, and images align with local values and preferences.

• Product Titles: Make sure your titles reflect local shopping habits. If certain product features are more relevant in the UAE (e.g., breathable fabrics), highlight those
• Descriptions: Think about what matters most to UAE customers. For example, with fashion, focus on modesty and cultural appropriateness
• Images: Images play a huge role in Amazon listing localization. Make sure your visuals reflect local preferences and aesthetics. For instance, in the UAE, brands might benefit from incorporating cultural symbols or color schemes that are significant in the region

My Pro Tip: ​​At Boom Commerce, I always advise being cautious when uploading product images. If you use a standard flat file or upload them manually in Seller Central, those images become visible across all Amazon marketplaces globally, meaning one ASIN will display the same set of images worldwide. But did you know that as a brand owner, you have the option to upload region-specific images to tailor your visuals to different markets? Check out my free guide on how to do this effectively.

Invest in A+ Content and Brand Stores

Product listings are just one part of the equation. If you’ve been following my blog, you know I’m a huge advocate of Amazon’s advanced tools like A+ Content and Brand Stores on Amazon. These features allow you to enhance your brand presence and build customer trust and conversion.

Why This Matters: By customizing A+ content, you show local shoppers that you’ve invested in their experience, which builds trust and credibility, making them more likely to buy from you. Leading to higher conversion rates.

Adjust Product Images for Regional Relevance

One of the easiest wins is to adjust your product images for regional relevance. I’ve worked with brands that didn’t realize their global images were showing up in every marketplace, leading to a disconnect with their local audiences. The good news is, Amazon allows you to upload region-specific images to better resonate with local customers.

• They help you resonate with local consumers by reflecting their culture, preferences, and lifestyle
• They show that you’ve invested the time and effort to adapt to the local market

My Pro Tip: For a step-by-step guide on how to upload product images for specific regions, download my free Guide to Uploading Product Images by Region.

Adapting Your Ads and Marketing Strategies

Don’t stop at just localizing your listings – your advertising and marketing efforts need to be localized too. I’ve seen campaigns fail simply because they were too generic. In the UAE for example, you’ll need to be mindful of local holidays like Ramadan and Eid to time your promotions effectively.

• Use Localized Keywords: Just like with listings, your sponsored ads should use the relevant local search terms
• Culturally Relevant Campaigns: Plan campaigns around key regional shopping events, such as Ramadan and Eid, where deal-seeking is at its peak

Expert Insight: Localizing your ad copy and adjusting your targeting strategy for local holidays can significantly improve your return on investment (ROI).

Key Takeaways

Expanding your business globally requires more than just listing products on international marketplaces. Success comes from localization, a crucial strategy for tailoring your Amazon listings, keywords, images, and marketing efforts to meet the cultural and behavioral expectations of each region. In the UAE, for example, simply translating your listings isn’t enough. Localized keywords and culturally relevant product descriptions, titles, and images are essential for connecting with local shoppers and boosting visibility.

By investing in Amazon’s tools like A+ Content and region-specific product images, and by aligning your marketing strategies with local events such as Ramadan and Eid, you can significantly improve conversions and ROI. For detailed steps on how to localize effectively, download my free Guide to Uploading Product Images by Region to fine-tune your visuals and better resonate with your target audience.

By following these steps and investing in proper Amazon listing localization, you can unlock the potential of new markets and drive significant growth. Don’t just expand – localize and conquer!

At Boom Commerce, we’ve helped brands navigate the complexities of expanding to the UAE and other international markets. Let’s take the guesswork out of localization together. If you’re ready to grow your business internationally, schedule a call with me to discuss your localization strategy.