Amazon Product Pages
Selling on Amazon can quickly become a daunting task. There is so much to learn and think about. Acronyms, numbers, new phrases. It can all be overwhelming to take in at first. That’s why we wanted to give you a simple guide to help you ensure your product page is set up to perform well. You may not necessarily need a specific order to complete these, but having them all taken care of will give you a leg up on the competition. Most of this list has software or tools accessible (both paid and free, but mostly paid) to assist you.
Having content on your page serves two significant purposes. First, it gives the customer an understanding of your product, what it does, and, more importantly, how it can benefit them. Secondly, it is one of the most significant factors in Amazon SEO (Search Engine Optimization). This is where you can place all your keywords to help ensure the right customers can effortlessly find your product and convert. Maybe someone will click on a product due to some great creative images, but the on-page content can decide whether they stay and make a purchase. The areas of content you have on Amazon are broken down into Titles, Bullets (or Key Features), Description, and Backend Search Terms (or Generic Terms). You also can add extra information in the Technical Details and Additional Info sections. Having this all filled out and optimized will put you in a great place to sell your product efficiently.
Possibly the first thing a customer will see before they even click on your product page will be the main image, but it doesn’t stop there. Making sure you have high-quality creative is an indispensable step in creating your product page. A main product image that adheres to Amazon’s standards is crucial in setting up a successful listing. After the main image, you will include Alternate images; this is an excellent place to show other angles and highlight hard-to-see features that make your product unique. Also, on the page, you have the A+ content. This is the perfect place to really show your customer what your product and brand are all about. Explain features, answer potential customer questions organically, and showcase your brand’s unique tone and voice.
This might sound obvious, but ensuring you have enough inventory is crucial to maintaining a well-executed product page. This is not a one-and-done strategy; inventory management is a big part of selling on Amazon. It’s not just about having it available for the customer to buy; it also helps you build trust and relationships with your customers. If your inventory is constantly going out of stock, it may cause the customer to start looking elsewhere for what they need. A common technique that can be seen used around inventory is progressively raising your product price to prevent going out of stock. You should avoid this because Amazon’s search algorithm (A9) will consider these price increases, potentially affecting your sales rank once you are back in stock. Lastly, if your product is out of stock, you will most likely be missing out on new reviews – which will hurt your product listing even more and make it more challenging to return to a good place once back in stock.
Product categories and subcategories play an essential role in your product page. As seen in the above image, in the product details (right after A+ content), you can see both the category and subcategory of a listing. With so many options to choose from when shopping on Amazon, one of the things customers can turn to help make their decision easier is the category rank. Simply put, ranking higher will most likely instill more trust in the customer and hopefully motivate them to make a purchase. This comes most in hand with Best Seller Badges (having the #1 spot in a subcategory). Generally, receiving a BSB placement will potentially give your listing a 10-20% lift in sales and conversions because of the trust and visibility it gains. This may seem like a relatively simple concept, but there can be some good strategy behind this. Being aware of all the relevant subcategories for your product is a good practice, so you can be mindful of any potential BSB you may be able to gain. For subcategories in the same top-level category, you’ll want to pay attention to the BSR metric (Best Seller Rank, the rank in the top-level category); this will help you estimate if your product can beat the #1 seller in another subcategory. If the top-level categories differ, you’ll want to look at the monthly sales and revenue and see how your listing compares. This is because the BSR metric is generated using these numbers, so it generally can give an estimate.
Upselling is not new; it’s a technique used in marketing for a long time, so it’s no surprise that it’s relevant on Amazon. You have a few opportunities to upsell other products from your brand on your product page. You can accomplish this on your page by utilizing buy one get one off promos, product grids in A+ content, and the frequently bought together section. A BOGO (buy one get one) promotion allows a customer to select a pool of your pre-selected products that will give the customer a percent off when combined with your initial listing. The significant aspect of this promo is that it shows up right under the price on the product page, motivating the customer to increase their order size with more products from your brand. The following section would be adding a product grid to your A+ content. You must have good, straightforward, informative content here, but if you can use some space at the end to create a product grid, it’s an ideal space to upsell more. This last one may be a little more challenging but can be another great way to sell more of your brand’s products. The frequently bought together section will appear once you scroll past the bullets. Amazon has not shared exactly how their algorithm works here but ensuring your listing is performing well and has high purchase combo percentages can increase your chance. Running promos, especially BOGO, can also be helpful with this.
6. Ratings & Reviews
It may be challenging to get it going at first, but having a good number of positive reviews and ratings can easily set your listing apart from the competition. With so many options, customers often rely on a metric like this to inform them whether this product is as reliable and desirable as its marketing claims. Reviews and ratings are crucial in multiple steps of the customer’s journey. It can catch their eye while browsing the search results page and motivate them to click in, but it is also on the page (where it allows them to read in detail). Another big way that this can (and should) impact your listing page is that you need to be aware of what customers say. With online shopping, it can be easy to distance yourself from the customer’s voice, unlike a typical brick-and-mortar store. Although this can obviously be hard at times, it continuously allows you to grow and improve your product. Taking note of what people are saying is huge; you can learn what they may be confused about or have difficulty with and then use that information to optimize your bullets, description, and A+ content to help minimize those issues. This will improve your brand’s relationship with the customer and help increase conversion rates.
Among the many things a customer must use to make their final purchase decision, pricing can be a dealbreaker. There are a few things here that affect your product page that you will undoubtedly want to keep in mind. First, market trends. Pricing is all relative, so if you think you’re selling your product at a reasonable price, but all your competitors are significantly undercutting you, you may have to reevaluate and adjust. Customers are bombarded with so many options on Amazon, so you will want to stand out – and not for being the highest priced in a category. This is something that can change as the world does. Is your market something that suddenly became a hot item and is now having its price lowered or increased by competitors? For example, when the Pandemic hit, hand sanitizer became a much sought-after item, where it usually would not have been that competitive in a market. Having this awareness can be crucial to keeping your product page optimized. Next, although it may not apply to all products equally, seasonality can play a significant role in pricing. If your product is highly seasonal to June, for example, this month, it either historically peaks in sales or is expected to be based on market trends. You don’t want to waste your margins lowering the pricing too much during that month. Instead, you would want to look at strategically using premium pricing to capitalize on the demand. Then, the inverse, if you have a historically low seasonality month(s), this is where you would want to work with those lower prices to entice customers potentially less eager. Being on top of seasonality pricing can help improve your listing. Lastly, coupons and promos. There is a lot to dive into on this subject, but for now, it is essential to know how much of an impact a strategically placed coupon or promo can have on your page’s value. This point also goes together with the first two since you want to utilize market trends and seasonality to help base your coupon and promo strategies.
It’s All In the Product Pages
The customer’s Amazon journey begins before they land on your product page. Once they arrive, you want to make sure you’re doing everything possible to convert them and keep them coming back. Making sure all these areas are optimized and up to date can put you in a solid position to be a heavyweight contender in your market.
Want to see how your product pages stack up against the competition? Request a Free Amazon Audit today!