Build a winning product page on Amazon

Selling on Amazon can be a thrilling and profitable experience, especially when you watch those sales numbers grow in your Seller Central account. Before getting to that point it is important to acquire the skills of setting up a successful Amazon listing to sell your product through. That process may seem simple, but it does take some time to learn and to understand.

Having a great product is one part of achieving sales success on Amazon, but the true key to having a successful listing lies in crafting a winning product detail page on Amazon. The product detail page is the page that you see when you have clicked on one of the many options presented to you as you look for a particular product or product type. This page will provide you with all of the necessary product information to help you make an informed decision about whether you are interested in making it your next purchase.

This piece will explain what a winning product detail listing is and which attributes, as well as features of your Amazon product detail page you should direct the most focus into to optimize ranking in the results list present to a customer who queries a search that would include your product as a match among its choices.

Product Title

The primary field that Amazon search engines use to measure how relevant a product is to a user’s query is by comparing it against the title of the detail page. The title of a product is essential to get right because it is one of the primary methods by which your product will rank.

Customers looking for a particular product type are much more likely to click on a product and enter the detailed listing page of a product with high-quality product titles. The title should include the explicit citing of the category. If the product is a computer monitor, then its category (computer monitor) should be included in the title.

Simply listing the product’s name and model number will not be regarded by Amazon’s algorithm as a relevant listing unless the user specifically plugs in that name or model number into the search. While admittedly users who are targeting a particular product do this occasionally, it’s an exception to the rule. Most customers are looking for a product type rather than a specific model of a product, so the title should include the product’s category.

Amazon allows up to 200 characters for a product title, so it is wise to take up as many of those as possible with valuable information to inform the user about as many of the descriptive product details as possible. If nothing else, they will be intrigued to click on your product listing just to find out more.

Image

The image on the listing might be the most essential component. Not only is it visually substantive, but it also helps the user to visualize the product. The image is literally the first thing any user notices, even before the product title. Therefore, it is important to follow the recommended style guides for including perfect images. This includes sizing them correctly,as well as assuring that they are clear and able to be viewed at high resolutions.

Amazon also provides 7 to 9 image spots, with the primary image being expected to be the default that anchors to your detailed listing. This should be the best, clearest, forward-facing image of your product. With the exceptions of digital products (ebook covers, music album cover art, etc.) the image being a photograph of the product is a must. In fact, it is a deal-breaker if it isn’t, as Amazon simply will not allow a sketch, drawing, or anything but an image of the product itself. At best, the product will be listed without an image, a serious detriment to the product ranking.

Amazon recognizes that images are a huge part of the pitch to get users to a product details page. Therefore, at risk of frustrating the sellers, Amazon is a stickler for certain aspects of the images they allow. For instance, the background of a picture of an image should be pure white for ultimate clarity. Unless the picture is of a practical application of the product, there should not be any extraneous objects included as they are simply distracting and confusing about what is being sold. Also, the image should be cropped to assure that 85% of the image shows the product, with only 15% being the extraneous white space around it.

But what about those additional image listings? Well, the recommendation is to use them all and to fill the secondary spots with as many relevant images as possible to help show variations and angles of your product. The biggest problem faced by online merchants is that the prospective buyer must take their word about the product. They cannot physically touch it, so the images are as close as they would get.

Think about what types of things a user would look for in a product if they had it in their hands. All of the angles and aspects that a user could view should be the same ones your supplemental image spots are filled with. Clear images of your product at different angles and people actively applying it in practical use reassure the customer that you are in fact selling a real product of quality and value.

Product Descriptions & Bullet Points

Another high focus area of the Amazon ranking algorithm will be the relevance of the product description and the bullet point layout. In a sense, too much detail is not enough. But, one must be careful to present the details in such a way that they are bite-sized enough to not overwhelm. To avoid a TLDR (too long, didn’t read) problem inherent to many ongoing paragraph descriptions a fine layout of product details in bulleted form is helpful.

What is particularly unhelpful is to have the product description simply restate the product name and the product number. That will simply not be enough to inform the user about anything other than what they already garnered from the product title.

Putting together a paragraph description highlighting the features and to an extent, some non-obviously flowery language about the product would still be regarded by the algorithm as a high-quality description, but a bulleted form delivers relevant information in small packages, making it easy for the customer to quickly assess the features that might interest them about your particular product and either funnel further to the purchase or leave in search of a different product variant.

However, the one thing Amazon regards as a big ‘no-no’ is promotional spins. Terms implying that the product is a best-seller, offering limited promotions, or one time deals is something Amazon frowns upon. And don’t even think of branding your product as Amazon’s choice without them bestowing that title to your product themselves.

Getting Great Reviews

More stars bring more sales. Keep in mind that your product sale is intended to fill a need that the customer has. Therefore, even if your ultimate goal is to make money for your business through Amazon, then your primary goal must be to help the customer find a solution to a problem they might be having.

Happy customers are more than eager to leave positive, glowing reviews reflecting their satisfaction. Prospective customers will see these reviews and be more confident about pursuing the exploration of your product. When a product is listed, getting positive reviews from the onset is pivotal.

The first way to get great reviews is, as mentioned, to have a good product, and while it seems very obvious, remember your product’s quality is not what you believe it is, but what the users believe it is. So if there are negative reviews, don’t regard them as insults, but rather as design or sale strategy gaps that you need to rectify.

Not everyone will leave a product review. To assist, you can request that Amazon send a follow-up email to the customer to fill out a review. This might trigger some reviewers to act. If that does not work, you can click the ‘Request A Review’ Button from the ‘Order’ page to a customer who may not have left one. This may also trigger them to fill out a review. But remember, they may have not filled one out because they may have not liked your product, but don’t want to sabotage you. Be careful how hard you prod at this juncture.

If reviews are not coming, try engaging in some promotional campaigns. Drop your product price down a tad to see if you can entice sales. The discount alone may draw in more ultimately satisfied customers.

Price

Then there is the price. It is vital to price products carefully, or you can price yourself right out of purchase contention. If you walked into a grocery store and felt like buying an apple. One particularly good one caught your eye and you picked it up as your eyes drift past the price sign, and it says $10 per apple. That apple is getting put right back down, no matter how good it looks.

Do some investigative work to find out what products like yours are priced at. At least find out a good range. Remember, while it may be a bit more financially hard for you, underpricing your competition, at least by a little, will win over some clients. Anyone who scrolls through a page of 10 product choices that look similar enough will be drawn to a more affordable price. Combine that with a high-quality description, images, and title, and you will attract more sales than you may expect.