One of the best ways to remain competitive in a growing marketplace is to have an effective product page.
Think of a Product Detail Page (PDP) as the packaging for your product. In the same way you'd never sell a product in wrinkly plastic or plain cardboard, you wouldn't want to show a product on Amazon with a poorly designed PDP.
Amazon is very shopper-focused and will display results that best matches the purchaser's search, meaning that the most relevant products will show first.
A few factors that play a key role in the ranking of your product listing include: text match relevancy, content, images and reviews.
Top listings all share a few common elements. What are some some guidelines to follow when it comes to creating a product detail page that will increase traffic and convert to a sale? How can you make the PDP work for you?
1. Match your product title and description to include commonly searched terms in order of relevance
Mention your brand name and most important keywords first.
PRO TIP: A good length is generally around 150 characters. Avoid using a/and/the.
Note: Amazon generally has a 200 character limit including spaces.
2. Use 5 bullet points in your product description to focus on product highlights
This is your sales pitch and you want it to read easily.
PRO TIPs: Mention benefits before features to convince the consumer why your product can help them. How can you make their lives easier? Why should they buy your product instead of a competitor's? If appropriate, mention product compatibility.
Mention updates - if any - to show that you value feedback. Do you offer warranty?
Personalize the description to your target audience.
For more info on how to write effective bullet points, click here.
3. Use numerals
Eg. 6 instead of six
4. 5-8 high quality images
Use close-ups and lifestyle images to demonstrate functionality. Add an infographic to give shoppers an easy-to-understand overview of your product.
PRO TIP: Fun fact - 6 is a sweet spot and white backgrounds + good lighting are a huge plus!
5. Go beyond good reviews and ratings
Create an incredible customer experience by engaging with your customers in the Q&A section and mitigating negative feedback.
PRO TIP: Use Amazon's Reviewer program to accumulate more reviews.
Of course, each product listing will be slightly different and every point may not apply to you, but the points listed here are a great place to get started.
Things to Avoid
Amazon has policies, agreements and guidelines when it comes to creating a product listing that can be viewed in your Seller Central. Here are a few major no-no's to be aware of:
Going overboard with your product description; overhyping your product can lead to disappointment and negative reviews - keep it short and sweet
This might be tempting, but do not use ALL CAPITAL LETTERS and exclamation marks/other punctuation in your bullets!!!!!!!
Adding promotional, contact or time-sensitive info in your bullets - don't include subjective commentary such as "Best Seller", "Sale", or "Hot Item". Amazon actually has product detail page rules that prohibit this; for more details, view Amazon's Policies, agreements and guidelines on Seller Central
Don't request positive reviews or include testimonials/quotes
Here is one example of a good product listing:
For a more in-depth guide to Amazon product listings, click here.