What Makes The Perfect Amazon Product Detail Page?
Most online shoppers are well aware of Amazon's infamy when it comes to ecommerce; in fact 55 percent of shoppers choose Amazon as their first stop when looking for products online. Amazon product detail pages help shoppers make informed decisions about their potential purchases and have a direct impact on conversions.
Though product pages are controlled by Amazon for the most part there are many ways you can optimise your listings to improve your chances of ranking higher in search results and increasing conversions. Better sales are only a few edits away.
Wondering how to make the perfect Amazon product detail page? Keep reading to find out everything you need to know from how the pages actually work to what you can do to optimise your listings.
What is a product detail page on Amazon?
A product detail page is the web page that shoppers land on when they click on a product listing in search results. For example if you were looking for a new pair of running shoes and clicked on the listing for the Nike Free Run 5.0 the product detail page is where you'd be taken.
Amazon is home to many small and medium-sized businesses (SMBs) many of which are third-party sellers and every single minute 24 hours per day these SMBs sell 4000 products. That's a lot of products.
In an attempt to keep things streamlined and organized Amazon recognized the need for product detail pages (PDPs). One page that consolidates all of the key information about each product? It's the perfect solution.
Amazon detail pages include all of the key information about a product such as:
Product name and title
Bullet point details
Description of product
Product variations (such as size or color)
Rather than getting lost in a maze of products or poorly presented information on the sellers' pages shoppers appreciate being able to view all the key product details in one place.
It also helps to level the playing field when multiple stores are selling the same product shoppers can compare prices reviews and shipping times side-by-side whilst being in total possession of the facts.
Amazon product detail page rules
Product listings on Amazon all have to follow a set of guidelines in order to be published. These guidelines exist to ensure that shoppers always have access to accurate and up-to-date information about products no matter who is selling them.
Here are some of the key rules for creating an Amazon product detail page:
1. Avoid IP rights infringement
When selling on Amazon you may be listing branded items from time to time. It's crucial in these instances to check that you're not infringing on any intellectual property rights. Don't use any copyrighted slogans or logos without express permission from the brand owner it could get you into hot water.
2. Never falsify identification information
Depending on the item you are listing you may be required to include things like the manufacturer's part number or model number. It's very important that this information is accurate; if Amazon finds out that you have been deliberately providing false information your account could be suspended.
3. Don't create double-ups
Amazon created its product pages with the intention of having one page for each product. This is why you should never try to create duplicate listings or pages for the same item. Not only is it against Amazon's rules but it will also be confusing for shoppers and could result in lower sales.
4. Keep it non-promotional
One of the most important rules to adhere to when creating an Amazon product detail page is to avoid cross-promotion or cross-merchandising.
In other words don't try to promote other products on your listing or include links to external websites. Amazon wants shoppers to be able to find everything they need on one page without having to leave the site.
5. Only edit as needed
If you would like to edit a product page that already exists keep in mind that Amazon only permits edits if new information has come to light or if there are corrections that need to be made. You can't make changes for the sake of it so only edit a listing if it's absolutely necessary.
According to Amazon's website: "...permissible updates include additional details clarifications grammatical fixes or removal of content that violates Amazon policy." In other words: don't edit for the sake of editing!
6. New product new listing
At times you may list an item with the same name as a pre-existing product but with different specifications. In this case you'll need to create a new listing rather than editing an existing one; a seller may still have the old version in stock so editing the listing would be misleading to shoppers.
Or maybe you're relaunching an old product or listing a product from a new brand. In this case there might already be an Amazon PDP for the item but it will need to be edited according to Amazon's guidelines (more on that later).
In either scenario you'll need to create an Amazon product detail page as part of the listing process.
Here are some top tips on how to do just that:
Tip 1: Target the right keywords
When potential shoppers are looking for an item on Amazon they'll enter key search terms into the site's search bar. So by including these same terms in your product listing particularly in your title and product description you can make sure that your PDP comes up as one of the top results.
To find out which keywords are most commonly used for your product try using tools like Ahrefs or Google Keyword Planner. You can also look at the search terms that Amazon suggests when you start typing in a relevant keyword.
Tip 2: Use high-quality images
Images are one of the most important elements of an Amazon product page so it's crucial to use professional high-resolution photos. Potential buyers can't physically touch or try out your product so pictures are their only opportunity to get a sense of what it looks and feels like.
The main image on your PDP should be of the product itself with a pure white background. You can also include additional photos further down the page which might show the item being used or provide close-ups of different features.
Tip 3: Write a compelling product description
Your product description is another key selling point so it's important to make it as informative and persuasive as possible. If you're selling something as a third party great news you can simply look at the manufacturer's product description and use that as a starting point.
Tip 4: Take advantage of Amazon's A+ Content
If you're selling private label products or exclusive brands on Amazon you can sign up for the A+ Content program. This allows you to create enhanced product descriptions and add extra images comparison charts and even videos.
A+ Content is a great way to make your listing stand out from the competition but it's important to note that it can be time-consuming and expensive to produce. If you're not sure whether it's worth the investment take a look at some of the other listings in your category to see if they're using A+ Content if not you might have a chance to get ahead of the competition.
Tip 5: Make sure your PDP is compliant with Amazon's guidelines
As we mentioned earlier Amazon has strict guidelines on what can and can't be included in a product listing. So before you hit the publish button take some time to read through their policies. You can find the full list of specific guidelines on the website here.
Help my Amazon detail page is removed!
If you've followed all of the above tips and your product detail page has still been removed don't panic. Amazon is constantly changing their rules so it's possible that your listing was compliant when you published it but is no longer following their latest guidelines.
The best thing to do in this situation is to reach out to Amazon directly and ask them why your PDP was removed. In the meantime be sure to check on finer details like:
Language: have you accidentally used any offensive language?
Images: are all of your photos high-quality and in line with Amazon's guidelines?
Pricing: have you marked up your prices too much?
Product information: is everything accurate and up-to-date?
Most of the time it'll be something you hardly even noticed so don't panic or get too disheartened. You'll be back up and running in no time once those little details have been ironed out!
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