There’s a lot of information out there around “how to scale your Amazon business to 7-figures” and “PPC strategies to make you millions” but these are all for naught if your product detail pages look like garbage. Integral to any and every successful Amazon strategy is a product detail page that is “Retail Ready.” Amazon defines a detail page retail ready when it “includes all the necessary information for a customer to make a purchase; customer reviews, clear pictures and description, stock availability, etc;” Let’s dive into the steps you should take to get here.
To level set the playing field here, let’s define a few key terms:
Product Detail Page – A landing page where Amazon customers look for and select products. Each product has its own page, which contains product information including images, a title, description, reviews, ratings, price, and other details that help customers make a purchase decision.
ASIN – An ASIN (Amazon Standard Identification Number) is used as Amazon’s SKU to uniquely identify all products in the retail catalog. An ASIN is assigned for every product sold on Amazon, and each ASIN has a product detail page.
Featured Offer (“Buy Box”) – The Featured Offer is one of the most visible offers on the product detail page. Whenever a customer clicks on the ‘Add to Cart’ or ‘Buy Now’ buttons, they will be purchasing from the selling partner presenting the Featured Offer.
IMPORTANCE OF THE DETAIL PAGE
In a standard retail store (think Target or Whole Foods), you are able to reach onto the shelf and touch, feel, see, and smell (if you are that kind of shopper) the actual product before placing it into your cart. Whether you recognize it or not, you are making conscious and subconscious decisions as to whether you want to buy that product or not.
When it comes to online shopping, your decision making senses are limited to sight (and sometimes hearing). This makes the quality of your detail page so much more crucial to the customer’s buying experience. This is also the brand’s online shelf space and chance to differentiate their product from competitors.
ANATOMY OF A DETAIL PAGE
- Product Title – The product title should be clear and concise, so that customers know exactly what product is for sale. The product title can also provide key descriptive features such as size, color, and size packs.
- Customer Ratings and Reviews – A star rating is valuable to Amazon shoppers because it builds credibility and trust with the brand’s products. Customer reviews provide Amazon shoppers with confidence that a product is right for their needs based on feedback from other Amazon shoppers.
- Product Images – Since customers are not able to physically touch and evaluate the product, product images are the best place for customers to see the product. This section can contain multiple items that feature additional views and angles, key features, ways to use the product, and even videos.
- Inventory – The inventory section tells customers if the item is available for purchase. If inventory is low, it will also display the count of how many items are available.
- Featured Offer (“Buybox”) – If more than one seller offers a product, they may compete for the Featured Offer (“Buy Box”): one of the most visible offers on the product detail page.
- Bullet Points – The bullet points provide key descriptive features such as size, color, and size packs.
- A+ Content – A+ content is a customizable section that sellers can use to create positive customer experiences that empower shoppers with enough information to make an informed buying decision. This section can include extra features like images, charts, tables, and narrative comments in a contextual presentation to improve the customer shopping experience.
WHAT MAKES A PAGE RETAIL READY?
Title and Bullet Points
- Accurately describe the product
- Include key descriptive features such as size and color
- Mention product compatibility where appropriate
- Best practices: Title should be greater than 150 characters (category dependent), utilize all 5 bullet points, and utilize a keyword research tool to make sure you are including all your important keywords
- Product images match the product and are clear and professional
- Multiple images with key product features
- There is a “what’s in the box” image which show all accessories/extras that come with the product (e.g. charging cable)
- There is a product comparison chart for variations
- There is a clear and professional video that matches the product
- Best practices: All images should be 3000×3000 at 300dpi (or greater) and at least 6 images and one product video (supplementary images should include lifestyle and infographic photos)
- The product is in stock, contributing to a positive customer experience and avoiding lost sales
- Best practices: utilize FBA for instant “Prime” badging, maintain sufficient inventory to allow 1-day Prime to shoppers (where available)
Rating and Reviews
- A star rating of 3.5 stars or more
- At least 15 customer reviews
- Best practices: DO NOT incentivize reviews, utilize programs such as Early Reviewer Program and Vine to grow review count, and respond to negative customer reviews (positive reviews too, if possible)
- Add images, videos, and rich text to the product description
- Highlights the value proposition and brand story
- Includes supplemental information
- Best practices: avoid white space by balancing text and images, use comparison tables (no competitor comparisons though), content in text fields is indexed for SEO, regularly update to avoid becoming outdated
WRAPPING IT ALL UP
We cannot stress enough the importance of properly built detail pages. Without following the guidelines we demonstrated above, you will find it extraordinarily difficult to get off the ground. These aren’t tricks or “guru tactics” of any kind — just simple fundamentals to build an operationally sound Amazon business. If you are struggling with any part of your listing buildout, or just want a professional agency to do it right for you, contact us via this link to schedule a phone call with one of our Account Managers. Pitted Labs has built hundreds of detail pages for brands and would love to help with your next project!