After completing brand registration, sellers can set up the graphic version of the product details page in the “Advertisement” tab of the TAB function section.
After using the graphic version of the product details page, sellers can describe the brand and product in more detail to increase buyers’ awareness of the brand and product. When setting up the product details page, sellers must first understand Amazon’s requirements for the product details page, then design the product details section, and finally create the product copy.
(1) Specifications of product details page
Amazon requires sellers to set no more than 5 pages when setting up the product details page. In addition, it also regulates the text description and image issues of the product details page.
①Text description specifications.
②Image specifications.
(2) Design of product details section
When sellers design product details sections, they mainly include two sections: brand area and product display area.
①Brand area. The brand area refers to the area where sellers display and describe their own brands. High-quality product detail pages have a common feature, that is, the brand image at the top is very prominent, usually with bold visual effects and brand display. The key point here is to let buyers know what the seller’s brand is.
Sellers can also add some brand value propositions, thoughts and feelings in the brand area. To enhance buyers’ understanding of the brand.
② Product display area. The pictures in the product display area should mainly show the real usage scenarios of the product. Sellers need to place the product in an ideal usage environment to highlight the applicable scenarios of the product. Do not use the same pictures as the main picture and attached pictures of the product here. On the product detail page, sellers can provide buyers with more attractive visual effects to promote their purchase of products.
(3) Create product copy
When optimizing the product detail page, sellers not only need pictures of the product scene, but also need to match the pictures with some copy to help buyers better understand the product. The reference copy creation angles include: the problem solved by the product, the user, history, upgrade, emotion and special points of the product.
① The problem solved by the product. Sellers can explain in the product copy what kind of problem the product solves for buyers. Such product copy directly reveals to buyers the problems that the product can solve, and buyers in need can directly judge whether the product is suitable for them. For example, the product copy of the L-shaped desk is “If your room is limited, then the L-shaped table can solve your space problem very well.”
② Product users. Sellers can explain from the perspective of product users. This type of copy directly calls out to the target buyers of the product and has a strong appeal. For example, the copy of the microphone product: “Singers and speakers will love the sound of this microphone, deep and clear!”
③ Product history. Sellers can tell the history of the product in the product copy to convey to buyers the seller’s serious attitude towards product quality. For example, the copy of a certain clothing is “30 years ago, we launched a warm double-layer shirt. The shirt was inspired by the warm lining that log drivers in the northern forest wore when working to withstand the long and humid weather.”
④ Product upgrade. Sellers can use copy to inform buyers of their efforts to optimize the product, so that buyers can feel that the product is indeed getting better. For example, the copy of a photo album is “In the past, full-color professional-quality photo albums were very expensive, but now you can get very beautiful photo albums, and the price will definitely not exceed your budget.”
⑤ The emotion of the product. Sellers can use copywriting to evoke the buyer’s emotions and resonate with the buyer. For example, the copy of a cowhide wallet is “Our products are hand-sewn with cowhide. The texture of the cowhide reminds people of the hunting time in the jungle. The delicate hand-sewn stitches will bring you eternal comfort.”
⑥ The special features of the product. Sellers can also win the favor of buyers by showing them the special features of the product. For example, the copy of a wooden furniture is “Thanks to the laminated processing technology used in the product, people can appreciate the solid wood appearance of the product without worrying about daily scratches or stains.”
The above introduces several angles for sellers to make copywriting. In actual work, sellers should conduct specific analysis based on their own products and study the copywriting suitable for the products to increase store sales.