In-depth analysis of Amazon product details page and its optimization strategies
The product detail page on the Amazon front-end can be divided into two types: shared product page and single seller product page. A shared product page means that all sellers selling the same product use the same product details page. In order to better understand and optimize these pages, this article will start from the shared product page, explore its components in depth, and put forward corresponding optimization suggestions.
Detailed explanation of shared product page
Product shopping information
For sellers selling similar products, a product details page will be shared. It is worth noting that in the shopping cart section, if multiple sellers share a product page, only one seller can ultimately win the BuyBox, and the product information of other sellers will be displayed in Other Sellers on Amazon. To win the shopping cart, you must first become a featured seller. The system will also examine the seller’s performance, price, logistics and other related factors.
System recommendation
The system recommendation part is mainly about the system doing related marketing based on the products. Frequently Bought Together refers to products that buyers can purchase in combination, and the system will automatically calculate which other products customers who purchase the product can purchase in combination. This function cannot be set by the seller and is completely determined automatically by the platform. Sponsored Products Related To This Item refers to other advertisements for the same or similar products. Customers Who Bought This Item Also Bought refers to what other products the customers who purchased the product also purchased. Sellers can use this content to study consumers’ browsing and purchasing habits, providing a reference for adjusting their product lines and setting up reasonable promotion activities.
Product details introduction
The product details introduction mainly includes product description, detailed parameters, product features and other information. It is to display the product in more detail and allow buyers to have a more comprehensive and profound understanding of the product. Sometimes you can also add product brand, product manufacturing features, product usage instructions, etc. to provide buyers with a better shopping experience.
Customer experience
Customer experience mainly includes some interactive questions and answers about the product, as well as customer evaluations of the product. Below the details page, there will be some other information, usually including links to other products that buyers who browse the page may be interested in, what other products customers who purchased the product purchased, the category browsed, customer browsing history, etc. .
How to optimize and adjust Amazon product details page
The category of the product
When listing products, you must correctly choose the broad categories and sub-categories of the products. If a product is classified into the wrong category, or is classified into a category it shouldn’t be classified into, you may not only receive a warning from Amazon, but you may also miss out on a lot of search traffic.
Title
The title is an important factor affecting search rankings and occupies a large search weight. A good title must not only express the basic information of the product (including core keywords, such as brand, product series or model, material or main ingredients, color, size, quantity, etc.), but also conform to the buyer’s search habits, and must Better titles than those used by competitors.
Search Terms
The keywords set in “Search Terms” are not displayed on the Amazon front end. The keywords filled in “Search Terms” are equivalent to the database of product information. Therefore, when sellers fill in the “Search Terms”, they can fill in the keywords that are not used in the title, and they can also fill in the “Search Terms” column as much as possible.
Bullet Points (five-line description) and Description (long description)
Bullet Points (five-element description) is mainly used to list the main selling points and highlights of the product. Description (long description) is an extension of the five-element description, where sellers can describe or supplement product information in detail. Although these two will not have much impact on keyword searches, good Bullet Points and Description can attract buyers to learn more about the product and stay longer on the product details interface, thus reducing the bounce rate and increasing the conversion rate.
Picture quality
Pictures have a direct visual impact and are sometimes even more attractive than text descriptions. Before listing a product, sellers should pay more attention to the angle and light when photographing the product. The picture should be clear enough and should not be over-edited.
Create multi-attribute variants
For products with different colors and sizes, sellers can create multi-attribute variants. After creating a parent-child variant, multiple child products will also be treated as independent products, which can increase the search weight of the product. At the same time, the reviews of all sub-products will be concentrated under one product. The more positive reviews, the more beneficial it is to improve the conversion rate.
For newcomers to Amazon, they may not have enough experience in the early stages of operation to write satisfactory titles. You might as well take a look at how high-quality competitors describe their products. You can find the Best Seller of similar products or the top 100 products. Carefully study at least 5 or more product details pages on the first three pages, and focus on these excellent peers. How to create titles, how to describe product highlights and details, how to optimize images, and carry out appropriate imitations.