If you want your product to stand out among the > 500 million products sold, the contents of your Amazon product page must be close to perfection. Here is some of the most recent collective wisdom on what makes the perfect product page.
When you need a DIY product page
If you’re dropshipping standard products through a wholesaler, you can take advantage of the fact that most of the elements of a product listing are already available to you: Exact product name, style, description, features, photography and specs. You just need to fill in around the edges, and embellish the features and descriptions to help make them pop.
Sometimes, it’s necessary to create your own product page on Amazon’s Seller Central. If you’re listing new RA, OA or PL products, you don’t have a relationship with the distributor or manufacturer that would otherwise give you access to their beautiful product descriptions and photography.
This article will focus on creating quality content for a product page built from scratch.
The product title and featured image are your first–and main–chance to have your products displayed. These two things will appear alongside competing products on the results page after a shopper searches for that type of item (or that exact item, in many cases.)
The quality of your product title is the make-or-break moment where a buyer will click, or not, over to your product page to have a look. Because it’s so important relative to all the other elements of a product page, we’re covering that in a separate post. The main thing about a product title is to keep it short (under 170 characters for mobile screens), clean, and include the main keyword or phrase associated with that product (ex: “women’s leather backpack”).
Here’s a good example of a clean, simple product title with featured image.
Product Features – aka Bullet Points
The product features section appears just below your title and pricing information. After product name and price, this is the next part that buyers will read before they decide whether to buy. They’re listed as bullet points. which need to be in a certain style.
The space allowance here is generous and you can have as many as 8-10 bullet points but ideally, there should be about 5 total. You want to hit on only the main selling points, and not overwhelm with too much detail. Text-heavy bullet points discourage readers and cause them to move on.
Bullet Point Do’s:
- List the most important feature of your product on the first two points followed by the less important ones.
- Highlight the top five features that you want customers to consider. For example: Dimensions
Country of origin
- Use only 5 bullet points.
- Keep the bullet points to a single line if possible.
- Use semicolons to separate phrases in the same bullet.
- Incorporate call-to-action words in these points.
- Make sure that the first letter of every bullet point is capitalized.
- Include points that help distinguish your product from your competitors.
- Use a few keywords–but not too many. The copy needs to sound natural; test your phrasing by reading it aloud to yourself.
For more about how to optimize your bullet points, see our previous post about converting more sales with bullet points.
Bullet Point Don’ts — What NOT to include:
- Excessive amount of the same keywords
- Exclamation marks
- Full sentences–use phrases only to keep text as SHORT as possible
- Special characters or HTML tags.
- Shipping or promotional information
- Company-specific information
- Subjective comments like “hot seller”
- Terms like “unique design, stand out from the crowd, etc.” This is mere fluff. Stick to the essentials.
Here’s a good example of well-written bullet points:
Main product description
Product descriptions are shown on the detail page, where a user either has to scroll down or click on “See more…” They also feed into Amazon’s search results and other external search engine results.
For your main product description, Amazon allows about 300 words, which averages 1,900 characters with spaces. Make them count with clean, easy-to-read copy.
The product description is usually a paragraph or two of copy where you make your full “pitch,” with complete sentences. In some cases, brands will include high-end photography here with professionally written captions and text, instead of text-only. If you’re an authorized brand reseller, you can request those from the manufacturer to use for this section.
A good, precise, short, and clear product description wins the day. You should be creative enough to convince them that your product is the solution for whatever need it was designed to meet.
In Product Descriptions, DO:
- Keep it short, clear, and precise.
- Give descriptive and factual information.
- Highlight the important features.
- Capitalize the first letter of every sentence.
- Add breaks between paragraphs. No more than 2-3 sentences in any paragraph.
- Check for grammatical and spelling errors.
- Include brand name, model number, and series even if they are used in the title already.
- Include color, size, and compatibility information.
- Use time-sensitive or subjective terms like “hot-selling this year, great value, etc.”
- Include shipping or promotional information.
- Use HTML tags.
- Include email or web address here.
- Use symbols or special characters.
Here is a pretty decent product description, though not perfect:
Can you spot where they went wrong, though? I notice two things.
(1) They’ve stuffed the product title–which they’re using as their main keyword– into nearly every sentence and it sounds unnatural.
(2) It needs to be broken into two paragraphs for better readability.
When it comes to product pages, we can’t emphasize enough the importance of high resolution, professional, colorful images. If a shopper can’t pick it up and hold it, inspect the package, etc., high quality photos must do it for them. You can use images in multiple ways to enhance your product page, depending on what your product is.
Photos taken from different angles and perspectives can show details that help shoppers distinguish your product from the competition. If it’s an appliance or device of some kind, show the details from the packaging in some of your photos.
Quality AND Quantity both count.
Of course, your product images should be clear, high quality, and extraordinary to help you convert. But how many images are you using?
It’s been shown that 62% of the top listings on Amazon tend to have at least 5 or 8 images.
The DOs and DON’Ts of product images
If someone were shopping in a brick and mortar store for the same item:
- For clothing, they would try it on or at least touch it.
- If it were a household item, they might pick it up and read the details on the box to learn about the features and specs.
- If they were in a gourmet food store, they might sniff it, or read the ingredients list and nutritional information.
But if they’re shopping online, photographs have to tell that whole story for them.
Product Images DO’s:
- Take the pictures on a clean white background
- Have high resolution, zoomable images with at least 1000px resolution (especially for textiles and leather items)
- Have the product occupy about 80% of the image
- Potentially include size ratios (ie. Amazon compares the size of their Kindle with a standard pencil)
- Include a high-quality rendering of the product packaging
Product images should NOT include:
- Colored backgrounds
- Promotional messages
- Illustrations or drawings
A note about optimization
Keyword research will identify which exact words and phrases attract shoppers. You want to use keywords in all the major elements: Product Title, Features, Description, and in the Hidden Keywords section. We cover the topic more fully here.
In the meantime, here’s a tip for a good research tool we recently discovered: Sonar by Sellics.
The tool is based on real queries of Amazon shoppers. One of its main features is the reverse ASIN lookup, which is a way to see what keywords competitors are ranking for. To do that just enter the ASIN of the product you want to know the keywords of into the search. Other features include extended search to find synonymous keywords and information about the search volume of the keyword.
They use their own algorithm based on calculations of probability. Sonar covers US and German marketplaces, its completely free and has unlimited use. They also made the tool very handy by creating the extension for the browser so you can make the keyword research without leaving Amazon.
90% of buyers say that videos featuring the product help them in making the right decision. Product listings with videos tend to have higher conversion rates because shoppers feel that videos help explain the product benefits and features much better than written descriptions or still photos.
Adding a product video to your listing along with the images is fairly simple. Decide which type of video is most appropriate to what you’re selling.
Generally, there are 3 types of video concepts that you can create to help your product reach the right audience and keep them engaged.
- Product Highlighter Video: This type of video is clean, simple, and features completely on the product. They are usually a 360° video with the product on a plain, white background.
- Customer Experience Video: This type of video is usually captured by the reviewers, fans, or customers. It offers a realistic experience for other buyers to comprehend the product better.
- Product Explanatory Video: This type of video is of impeccable quality with an engaging script and explains the benefits of using the product.
There’s a lot to absorb here, but taking the time to learn all the secrets to a perfect Amazon product page will be the difference between selling success and disappointing results.
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