Every product sold on Amazon has a product detail page. If you are a seller or vendor in any locale, and if your product has been created in the Amazon catalogue, your item will sit on a detail page. This space is shared between all merchants who sell this same item. It may seem straightforward, but the anatomy of a detail page can be complex. The detail page can also tell you a lot about the product. It will include the product attributes and a Buy Box, of course, but also advertisements, videos, product reviews and ratings, used offerings, seller information, images, and more.
Buyers use this information to purchase products, and Amazon uses this information to prioritise the best offer for the customer. To do this, Amazon uses an algorithm that takes into account seller performance, price, sales history, fulfillment method, and other factors. This blog will explain the detail page, and ensure you have a basic understanding of how to use Amazon content to your advantage.
The anatomy of an Amazon detail page
Are you ready to get to know a product detail page? This image shows the many parts that are immediately and universally visible to customers and sellers on a product detail page, beneath the global navigation on the Amazon desktop site. It’s worth noting that this will be structured slightly different on mobile devices or in the Amazon app, but the same information will still be present. This information may also differ a bit depending on the product category and the product. Some categories offer images with enhanced zoom, different product attributes, etc.
If you are currently selling on Amazon, you might see some familiar replication of content from the backend of a product’s listing and this customer-facing detail page. Much of the content you enter in either Seller Central or Vendor Central pulls through.
Mostly, this shared space displays attributes that are common to all offers for the product, such as:
- Main images
- Bullet points (For sellers, 5 bullets are allowed; for vendors, 7 bullets are allowed).
- Product description
- Variations (such as size, flavour, pack size, or colour)
- Customer reviews
- ASIN (Amazon Standard Identification Number)
As you scroll down an Amazon detail page, you'll see all of the pieces relevant for customers to make a buying decision and interact with other customers.
Customers love product reviews. One of the main differences between shopping online and shopping in traditional brick-and-mortar retailers is the ability to see what other customers thought about the product. Amazon reviews are trusted and also complex. A plethora of solid reviews can really help propel you to the next level on Amazon. A bad review (or not very many good reviews) can really affect your seller performance. The detail page shows all!
Over the years, Amazon detail pages have gotten more robust and interactive. Customer questions and answers can be a great place for customers to find out more from other customers. It can also call out any red flags for sellers and alert them to what product details may be missing from higher up on the page. For example, if customers are asking about an item's weight, or how large it is, the seller should consider more detailed product images that show it to scale, or more comprehensive product info to detail the size.
You can also notice Amazon Advertisements sprinkled in at various places on the detail page. Sellers can target these ads by product category, keyword, location, etc. This makes it easier to see the competition, but it can also draw customers away from the product detail page and onto another item that looks more attractive.
Rules and guidelines for Amazon detail page
There are some rules for your detail page content that will be different depending on whether you are a seller or vendor, and what country you are listing your product in. In general, the US Seller Central detail page guidelines and UK Seller Central detail page guidelines are good starting points. As you can see from those help pages, some categories will provide specific templates for your content.
While you want to include vital information, such as a title, features, and description, there is an art to doing it correctly. It’s vital that you optimise your listings for success. Expert knowledge and attention to detail can go a long way to helping you succeed on Amazon. At eCommerce Nurse, our content team of marketing specialists creates listing optimisations that are on-brand, localised, and within Amazon’s content guidelines--no matter where or what you’re selling. We do this with a proven, SEO-based approach whether we’re overhauling existing listings or starting from scratch.
Optimised product detail pages can:
- Increase your SEO and sales organically.
- Help sales take off and climb the rankings for new products.
- Create brand awareness and drive customer loyalty.
- Improve your profits and boost conversion.
- Make your PPC advertising more effective and less expensive.
- Help you avoid these common mistakes on your detail page.
Creating valid variations
What’s a variation on Amazon? “Variation” is a term used to describe a set of products that are related to each other, but differ in some way. This is also referred to as a “parent-child relationship.” A properly set up variation will allow a customer to select their specifications or attributes from the available product offering on a single product detail page. This applies across many categories but is particularly relevant in clothing.
For example, a customer shopping for a Reebok short-sleeved t-shirt would want to choose the colour and size they want. It might come in three sizes (small, medium, and large), and 4 colours (white, black, red, blue). Instead of having a separate detail page for the small red t-shirt, and each subsequent variation, these are all twisted together on one detail page for a better customer experience. This is a good example of variations.
Not every category supports variations, and variations are not always appropriate even in supported categories. A bad example would be if a seller set up t-shirts to have variations, but some of the t-shirts were 100% cotton v-neck shirts and some were a linen button-up style. If the products are not fundamentally the same, the variation is not going to work and it should not be done. Even if the goal is to get more eyes on your products, or combine review data.
There are three elements of the variation relationship to consider:
- Parent product: The top-level product (ie, short-sleeved t-shirt). This is not a buyable ASIN, but merely a tool to sort products.
- Child products: All of the ASINs beneath the parent that relate directly.
- Variation theme: How the products relate to one another to create the variations. Depending on the category, there are many options. For instance, in necklaces, you could choose a product length, colour, stone type, etc. (In kitchen products, it may be a scent or pack size.)
A+ Content on Amazon detail pages
Beyond the usual detail page information, Brand Registry sellers will have the option to create A+ Content on their detail pages. This content allows an expanded product description to exist on the item’s page, making room for more text, lifestyle images, a brand story, and more. The creative freedom of detail pages is a big perk, and according to Amazon, can provide a sales lift of up to 10%.
Need more help?
If you are struggling to optimise your product detail page, looking to integrate A+ Content, or would like a comprehensive approach to your brand presence on Amazon, eCommerce Nurse can help. Get access to our expert team for any of our services. Because we are a full-service agency working in all locales and with an Amazon focus, we are well-suited to provide businesses large and small with the tools they need to grow and reach their goals. Contact us today.