Whether it comes to discovery on the Amazon search engine or pushing for a potential sale, product descriptions can be a "make or break" moment. Without some serious consideration of how you create this page, you ask to be outperformed by your competition. But how do you create an Amazon product details page that works?
In this article, we plan on detailing the components of successful details pages. By the end of this article, you will understand how to optimize product listings.
1. What is an Amazon Product Detail Page?
An Amazon product detail page is what prospective customers see after they decide to click on your listing. If you are competing for the buy box, this page can include offers from multiple Amazon sellers. For example, let's say we choose the listing under Crocs.
This page is the product description page, which the page buyers use to define whether they plan to purchase an item. They can also completely ignore the page and choose to click the "add to cart" option on the far right. However, buyers will more than likely make a purchasing decision on this page.
That means if you decide not to optimize Amazon listings, you could discourage prospective buyers. When optimizing, you must be aware of how to improve all elements of your page.
2. The Elements of an Amazon Product Detail Page
Every detail page has six different elements:
- Customer reviews
- Product variants
- Bullet points
- Detailed description
Product descriptions can also contain extra elements that are unique to different product types. For example, computers will have a section referencing specs (RAM, graphics card, processor), while cameras will have a section devoted to optical zoom, resolution, and ISO.
Below are how these different sections can be significant:
- What Makes a Title Important on a Product Listing?
A product title provides information to the prospective buyer in the most straightforward method possible. It is the second element the buyer is most likely to see on a product listing. As a result, it is essential to utilize your limited space with great effectiveness.
- What Makes Customer Reviews Important on a Product Listing?
Customer reviews are Amazon's form of word-of-mouth advertising. It is vital to garner positive product reviews to encourage other buyers. Those who fail to promote reviews are likely to see their product look less appealing than others.
- What Makes an Image Critical on a Product Page?
Product images are the first thing prospective buyers will see when browsing listings. The image needs to display precisely what the item is without being confusing. Our visually-driven society relies heavily on product pictures to determine relevancy and quality.
- What are Product Variants?
Product variants provide prospective buyers a way to compare multiple options of items they want to buy. For example, the boots listed above come in six different colors. This element allows the customer to see color in their potential preference list. You commonly see this in clothing sizes with design and size differences,
You can also have variants on alternative items, such as electronics, toys, and anything you can imagine. If you sell a large number of products with minor variants from each other, this section can target those who seek this.
- Why are Bullet Points Important in the Amazon Product Details Page?
To the right of the product image, is the third most likely thing that your customer will see. Copywriting masters and those who specialize in product descriptions understand that these bullets are most likely to push conversion rates. That's because if people are looking for reasons to buy (or not to buy), they will look here to see their priorities.
- What Makes the Description Location Important?
If you manage to make the customer scroll down, your image, bullet points, and title were engaging enough to attract attention. When scrolling down, potential buyers are looking for reasons to buy from you but don't feel bullet points are enough to convince them.
The detailed description provides you with the potential to show people how using the product improves their lives, explains how this product addresses their problems, or clarifies detailed information that you couldn't fit above.
It includes two parts: a from the manufacturer section and another section labeled product description. Both can contain relevant details and information that will further convince potential buyers. The manufacturer section is not always there.
3. How to List a New Product on Amazon
To list a new product on Amazon, you have one of two options:
- Via the Product Details Page
- Via Seller Central
When adding from the product details page, your Amazon product page will compete with others. That's because you will be competing with other sellers of the same item, meaning you aren't the brand owner. Whoever has the most attractive offer based on Amazon's Buy Box Algorithm will win the "add to cart" option.
If you are adding an item via Amazon Seller Central, that means everything is up to you. You will need to create a new listing, creating engaging descriptions for product features. Below, we will provide you with more detailed instructions for how to add your product in either situation:
- Via the Amazon Product Details Page ( Pre-Existing Items)
If you have a type of product that already exists, You can choose to add your product from the Amazon product page. In this case, your Amazon product listings will compete with other sellers of the same product.
Here are the steps:
- Search for your product from the Amazon search console.
- Click "Sell on Amazon."
- It will automatically bring you to your account.
- Add the price, quantity, and condition of the item you want to sell.
For some items, you need to receive approval from Amazon to sell. In those cases, you will want to follow the on-screen prompts so that you might sell the products.
There are a wide variety of product categories, and only some of them require approval. Here is a list of them, drawn from Seller Central:
- Postage stamps
- Collectible coins
- Jewelry (including watches)
- Fine art
- Music, DVDs, and similar media
- Personal safety products
- Subscription boxes
- Sports collectibles
- Automative products
- Streaming media players
There are also specific programs, like Launchpad and Amazon Renewed, that require additional approval.
- Adding a New Product Offer from Seller Central
If there are no pre-existing Amazon product listings, you need to submit a request to create a new product page. In this case, you might feature your unique product, but you still have the potential of sharing the product page if you are not the sole owner of the offered product.
To offer new Amazon product listings, check out these instructions:
- After logging into your seller central account, select "Add a Product" from the "Inventory'" menu.
- Select "Create a New Product Listing."
- Search for your product's category and select the most appropriate option.
- Submit information into the form and select "Save and Finish" once finished.
Those who have a professional selling plan can choose to add their items in bulk from the "Add Products via Upload" option. There's an inventory template file that you will need to fill out with your product details.
Amazon FBA sellers can get an Amazon Standard Identification Number (ASIN), which must derive from an entirely original product. To get an ASIN, you must first have either a Universal Product Code (UPC) or a Global Trade Item Number (GTIN). A UPC is specific to the US, while a GTIN is best for international use.
You cannot register a new ASIN, UPC, or GTIN as a store manager. Typically, this registration is limited to the brand owner.
4. How to Optimize your Amazon Product Detail Page
If one wishes to draw people to their product details page, they must optimize Amazon listings.
Below are some locations where you can place your keywords:
- Bullet points
- Product description
When you optimize, you generally want these sections to do two things: display benefits and hold searchable keywords. Here's how you can do that with each branch:
- How to Optimize your Title
The title is the second thing people see after the image, providing this an excellent potential area to include essential features. To optimize Amazon listings, you need to have the following items in your title:
- A target keyword
- A focus on the most vital benefit
- A brand keyword
The above bullet points' combined efforts rank for search while drawing on your prospective customer's pain points. Brand keywords provide you benefits in two ways:
- They draw attention to an already successful brand (if you sell products sold by other providers).
- They draw attention to a personal brand that you want to grow.
Titles generally need to be under 80 characters, or Amazon might suppress the listing.
- How to Optimize Bullet Points
Much like your title, bullet points have the potential to draw an audience with target keywords and maintain that audience with vital benefits. Unless your brand is particularly engaging, putting a brand keyword in this section would be redundant.
Bullet points are also great ways to include secondary keywords. Ensure that your keywords draw the right audience. Don't target obscure terminology; focus on fundamental targets.
- How to Optimize Product Descriptions
A product description does the same as your bullet points and title areas. Only it has far more room to fit other brand mentions and keywords. If you've managed to make someone scroll down here, this can be a "make or break" section, so your goal is to address all potential rejections that they might have.
Scrolling down may also be prompted by their desire to compare yours with other products. Above, you see Croc's sample page again comparing different potential boots. It's your job to overcome anything that might appear in this section through your product description.
Place plenty of keywords, brainstorm benefits, discuss potential rejections, and detail all technical information possible. Take advantage of the large character allotment here by being as detailed as humanly possible.
- How to Optimize Images
Optimizing images only have some similarities between other sections here. These images can have ALT descriptions, where you can place a direct description of the item (which can include target keywords).
The other half of optimizing your images comes from quality. Amazon's requirements for images include the following:
- Must be a professional photograph of the product.
- It cannot include additional items.
- Backgrounds must be completely white.
- The image cannot contain insert images or additional graphics.
- If selling books, your first image must be of the front cover.
- It needs to be in TIFF, JPEG, GIF, or PNG format.
- It must be 1000 pixels (or larger ) in width or height.
- File names need to include UPC, ASIN, or GTIN.
- It must have RGB or CMYK color modes.
Your goal is to create simple, direct, high-quality images of your product. The design of your product is also just as important as the quality of the photograph.
- How Can I Get Help with Optimizing My Descriptions?
If you need help hitting suitable targets for optimization, consider utilizing Amazon Keyword Research & Amazon ranking tracker for tracking & monitoring. They assist you in benchmarking and testing organic keyword targets. When trying to optimize Amazon listings, SEO is critical.
5. Critical Strategies for a Winning Amazon Product Details Page
There are millions of Amazon product listings available at any given moment. Given the considerable potential for overlap of additional products, a professional seller can easily be overwhelmed.
When creating the right strategy for winning Amazon product pages, you must address each section individually. Here are some targets you can take below:
- Have a Clear and Descriptive Title
The title may only have an 80-character limit, but it is a gold mine of potential ideas. Below are some ideas of what you can include in your product title:
- The type of product
- The best technical specification
- A reference to benefits
The example above contains the number one bestseller in clothing. To address this, Carhartt included a recognizable brand upfront, a reference to it being a Men's workwear t-shirt, informing us of the pocket and telling us about how they focus on regular, big, and tall sizes.
With Carhartt being one of the most recognizable clothing brands, they've garnered more than 65 thousand product ratings. With less clear product identifiers and forgetting to reference the brand, you can imagine how they might not have gotten as much attention.
Even the most prominent brands need to optimize product listings.
- Have Clear Images of What the Product Is
From the image requirements in our optimization section, you will see a common theme among all available products. They have high-quality images with stark, white backgrounds. They also try and fit the product in all of the open spaces.
The best products show the products in all of their glory. When looking in other departments, you will see much of the same thing. Sometimes, they will include a small example of the product in use. Take a look at the dashcams:
One image under the "most wished for" includes a picture of a phone. It shows how the product can be in use, but the title doesn't infer you will also receive a phone. In some cases, this may not be the best way to optimize amazon product listings.
They get away with this by indicating that there is a phone application in use. The phone app excuses the general "only the product" rule, as you cannot truly appreciate the product until you see the complete package.
Don't confuse the reader; focus your main image on the total package of what you are offering while also ensuring people know what you are offering. If including a picture of your app makes the image look busy, don't get it.
- Keep Your Bullet Points Direct and Concise
Bullet points need to be clear and concise; otherwise, you lose your reasoning for providing bullet points. Each bullet point needs to be "punchy" and address a single problem or give a single solution.
The minute your bullet points try and preach something else; you need to move the second half of your bullet down to another point. You may notice the example above defies this "short and punchy" bullet point style. Carhartt can get away with this because their recognizable brand overcomes this.
The point is this: bullet points should not confuse the reader. Regardless of how many types of products you sell, every person who buys will demand simplicity and clarity.
- Be Compelling in Your Offer
You can provide the exact product they are looking for with relevant keywords and still lose the potential customer. Why? The most common reason comes from not having a compelling enough offer.
A significant portion of this that Amazon touts is the ability to offer free shipping. That's just one thing, and while Amazon prime is a compelling offer by itself, it doesn't differentiate you from the competition.
Instead, your target needs to be a combined attack on all potential rejections. Below are some ways you can create that compelling offer:
- Offer a discount on your product to appeal to deal-seekers.
- Emphasize how your product has more outstanding quality than the competition (Made in the US, tested for durability, etc.)
- Offer more product options than your competition.
- State directly how your product can solve a problem for them.
If you aren't the owner of your product, pick the owner's brain or perform research to see why they created the product. Get in the head of your customer to see their biggest problems.
If you don't think you have the skillset for this, hire a professional copywriter.
- Sign Up to be an FBA Seller and a Professional Seller
Fulfillment By Amazon (FBA) offers the most compelling form of shipping method available. By handing your stock off to a fulfillment center, you can focus on the core elements that make your product great.
This focus also ensures that you can get products quickly, as FBA sellers have higher priority over third-party sellers, giving them more exposure. Part of what makes Amazon so successful comes from its compelling fulfillment methods.
If your offering's key feature is better shipping options, you have strong potential to overcome the competition. Just remember that anyone can become an FBA seller, so you need to participate in all activities and continue to be hungry for the top slot.
6. The Last Tip: Know the Amazon Product Page Rules
Producing good Amazon product listings are unlike the wild west in the way that they have a strict set of rules you need to follow. Check out those rules before you decide to jump into the creation of a product description. Here are some excerpts from the Amazon product detail page rules:
- You cannot have contact information, offensive content, or links to other websites.
- Your variations must relate to the primary product and follow the variations policy.
- Do not request reviews in the product description.
- Do not provide plot spoilers to a book or movie.
- Create detail pages with good grammar that do not infringe upon the rights of other parties.
- Do not reference time-sensitive information (dates, events, tours, etc.)
- Don't use "ALL CAPS" like grandpa on Facebook.
Familiarize yourself with the terms of service before creating details. If you happen to share a product description with others, be extra-careful and take a closer look at the rules.
7. Final Thoughts
To create a winning Amazon product details page, you must start to understand what it means to optimize Amazon listings. This process involves a focus on benefits, hitting relevant keywords, and including your brand name.
There is no "single way" to win the process of optimization. Without using data-driven elements and proven strategies, you won't get very far. That's why we hope that this article detailing some of the process and a few strategies that help you out.
To have a driven Amazon product details page, you must utilize data. Some of your product listings may act as testing grounds for what works and doesn't work. With additional Amazon analytics software from DataHawk, you can push your products to their potential.