Building Your Amazon Business – Part 2

Introduction

This is the second in a series of blog posts that will cover some of the key elements when it comes to building your Amazon business. In the first post, we talked about some of the key elements when it comes to establishing your presence on Amazon. This blog post discusses the creation of high-converting Product Detail Pages.   

Part 2 – Creating Amazon Product Detail Pages

Optimized and comprehensive product detail pages are a key to your success as a seller on Amazon. Let’s take a look at some of the more important elements that will impact the customer experience and remember to always follow Amazon’s best Practice for creating product detail pages.

Product Title

The product title plays an important role in helping Amazon guide consumers to your product page. Essentially, it makes the connection between what users are searching for and what you are selling. For this reason, keyword research will play a big part in coming up with the right title for your product page or pages.

Ratings or Reviews

The number of ratings or reviews will show up just under your Brand name which falls directly below the title. While the number of ratings is important, it is also crucial to maintain a high level of good reviews and comments. Amazon will tell you that you should have a rating level of at least 3 stars but anything under 4 stars and higher is facing an uphill battle when it comes to growing the brand. Generating these reviews is one of the hardest things a new or even existing brand faces on Amazon. There are ways to do so legitimately such as Vine programs which we’ll discuss in the upcoming post on Amazon marketing but a word of caution, Amazon closely monitors ratings and sellers that try to generate false reviews are quickly suspended from the platform. 

Product Pricing

Competitive pricing research will be an important aspect of your product presentation. While your product certainly does not have to be the least expensive in your category, you still want to make sure that you don’t price yourself out of the market no matter how good your product is compared to the competition. If you are a major brand, consumers are less focused on the price point and more so on the brand name and reputation. However, if you are one of many unknown or lesser known brands in your vertical, competitive pricing is one way to build your sales and corresponding ratings which will allow you to gradually increase your price point. Combining attractive pricing with free shipping and Prime offers helps to further advance a successful Amazon strategy. 

Prime Offers

In the October, 2022 report from Stastita seen below – ‘Prime and non-Prime members’ perception of Amazon and selected services worldwide in 2022’ (https://www.statista.com/statistics/1274977/prime-vs-non-prime-perception-on-amazon/) –  the chart shows the clear benefits of making your products available through Prime.  

Prime eligible products are fulfilled through Amazon FBA so a review of your logistical capabilities will be necessary in order to determine if you think Prime can benefit your brand. But if you’re looking to make a competitive statement, then Prime is most likely the way to go.

Product Page Images

Amazon will show the first 7 images you load to your product pages (or 6 plus a video link). Investing in high quality photography is extremely important as it gives consumers a clear look at your products. Amazon is also aggressively pushing video content so video is highly recommended as your 7th placeholder in the image area of the product page. Remember, potential customers will look at images and visuals before they read content so if your images are poor or pixelated, you are likely to lose customers before they even begin to learn about your product.

Bullet Points or Features

The bullet points on your product page provide customers with in depth details about your product including features, benefits, advantages and unique selling points. This is where you can help the consumer make an informed buying decision.

The Buy Box

Winning the Buy Box is extremely important as more than 83% of sales are made through the Buy Box. Winning the Buy Box means that customers are adding your product to their cart. In order to be eligible for the Buy Box, there are a number of factors that Amazon takes into account; you must have a professional seller account combined with a strong account health rating, competitive pricing, and good performance metrics.

Takeaways

Creating high-converting Product Detail pages requires a lot of attention to a number of different features as highlighters above. A+ content, optimizing existing listings, adding variations to products, uploading images, sponsored products, ‘frequently bought together’ highlights, and a host of other elements will also come into play as you build your product pages. Combine these with strong account performance and you will quickly see results from your pages.