5 Best practices for your Amazon Product Detail Page
By Matilda Lee on March 16, 2022
Your Amazon Product Detail Page has never been so important, and it needs to be stickier amongst audiences in a world where the top digital shelves are limited. Whether this is your first time reading an article on how to enrich your Product Detail Page (PDP) on Amazon, or the hundredth time, this post goes beyond what you’ve traditionally seen in the past.
There is no denying that a defined, rich Product Detail Page is essential to driving sales not just on Amazon, but on any eCommerce marketplace. While advertising is crucial in bringing in more traffic and increasing visibility, a well-established Product Detail Page is a fundamental element in driving higher click-through-rate (CTR) and conversion rates (CVR).
Here are five tips that you need to implement right now:
1. Provide Clear and Concise Content
Online shopping is the new norm. It’s Prime or never. Since shoppers can't touch the product before making an impulsive yet necessary purchase online, make sure your PDP has an accurate product title, bullets features, and product description.
Title: Many people have said it should be 200 characters, but we recommend writing no more than 150 characters. It should include your brand name, product name, key differentiating attributes, size, and quantity (UOM). Make sure you begin each word with a capital letter and the structure of the title stays consistent throughout all your products. You can start establishing your brand tone in your title.
Bullet Features: Include no less than five bullet features. Start each bullet feature with capitalization or a key point giving the audience a glimpse into what it will be about. Less is more. Audiences have short attention spans so you need to capture their interest quickly. Stick to essential features that you think shoppers will have an interest in, such as size, material, functionality, durability, style, and other features worth highlighting.
Product Description: Use the description to expand on product details and capabilities. This is the perfect place to tell the story either about the brand or product and connect with your target audience.
Doing a good job choosing your title, bullet features, and description will not only help with improving the conversion rate but also in shaping positive reviews and ratings.
2. Images, Images, Have High-Quality Images.
Good images help shoppers to evaluate the product, and it also has a large impact on product performance. In a visually driven world, your product images are among the most important elements of your Amazon listing. Clear, high-quality images that accurately represent your product will lead to positive ratings and reviews while having weak images can negatively impact your listings.
The main image must show only the product without packaging on a white background. Amazon’s guidelines say the ideal size is 2000 x 2000 pixels and at least 720 dpi. Using a clearly understood main image is especially important because it is the first thing shoppers see when they’re browsing.
In addition to the required main image, add 6-7 images and video to showcase other features that aren’t visible in the main image. Today, a single product photo featured on a white background is simply not enough to drive conversions. Additional images can include different angles, products in use, and other details worth highlighting. Ensure your additional images consist of not-so-photoshopped, natural lifestyle shots, scale shots, detailed shots with illustrations, and text highlighting the key features.
3. Leverage Reviews & FAQs
Amazon has been cracking down on fake reviews and has been suspending accounts that are involved in procuring them, so it’s important that you push for positive reviews organically by developing an accurate PDP and monitoring customers’ feedback. Leverage insights from product reviews and FAQs and add them into your bullet features to help shoppers in their buying decisions.
For example, let’s say you’re selling shoes and you receive several reviews about the size being too big.
To address these negative reviews, you can add more information about sizing into the bullet features, advising shoppers to size down upon purchase in a compelling way.
Don’t forget high ratings and reviews also determine not just your organic and paid placement but who gets the Best Seller or Amazon’s Choice badge.
3. Use SEO Keywords
If only I had a penny every time someone mentioned SEO – but it’s always part of the conversation for a reason. By developing a strong SEO strategy, you can improve product discoverability for your listings. Ever wonder how you can get your listing on the first page of Amazon SERP(search engine results page)? You can do so by including search-dominant, relevant keywords on the front-end to your title, bullet features, A+ content, as well as on the back-end.
To perform a search at scale, Amazon’s search engine and algorithm, known as A9, determines which items are the most optimal matches with the customer’s query and then rank them based on the item’s level of relevancy to the consumer. Understanding this, be sure to prioritize your main keywords in your product title and address the main product benefits and features in a concise manner.
For example, if it’s important for your listing to organically rank high on search terms like “hot honey”, “honey sauce”, and “spicy honey”, make sure to include them through your title, bullet features, product description, and A+ content page. Keyword trends and search volume change over time so make sure you’re updating your PDP accordingly.
Additionally, Amazon gives you the chance to add “hidden” keywords to your product listings. Even though they’re not displayed, these keywords are extremely useful for optimizing your search results. Ensure the important terms are included here as well.
5. A+ Content Page
According to Amazon, A+ Content Page can increase sales by 5%. Previously a paid service, Amazon’s A+ Content is now a free feature for registered brands that enables sellers to enhance their product detail pages. With A+ Content, you can include multimedia content, more lifestyle images, and comparison charts to highlight features you weren’t able to in your bullet points and product description. A+ Content also allows you to link shoppers to your other product listings, making it a perfect opportunity to cross-sell and up-sell.
Below is a perfect example of what you should have on an A+ Content Page. It has:
Why you should use the brand
How to use the product
Table of other products and features
A+ Content Page is a place for you to be as creative as you can using lots of visuals and detailed information that highlight competitive advantages.
To successfully advertise your products and drive high conversions, it’s not just about being the highest bidder on keywords. A successful eCommerce shopping journey begins with following the above steps and ensuring that your PDP is optimized.
To learn more about how to optimize your advertising on Amazon, email us at email@example.com
Walmart Changes Search Relevancy Requirements for Advertisers
Drive organic rank, awareness and sales with the power of influencer generated content
Buy with Prime: The Prime treatment continues off Amazon