Shopping online is a unique experience; unlike a store, there’s no way for customers to hold or try products before committing to a purchase. As such, it’s your job as an online business to provide the next best thing: a top-tier Amazon product detail page (PDP). The eCommerce equivalent of taking a product off a shelf and evaluating it, a well-constructed page can be all the motivation a shopper needs to click Add to Cart.
If you want to ensure that your products stand out from the pack, utilizing Amazon PDP best practices can be the secret to gaining a competitive edge.
Key takeaways
- Amazon Product Detail Pages are a customer’s first opportunity to explore products available for purchase.
- Product pages are comprehensive and provide information like titles, categories, product images and videos, written descriptions, bulleted key features, reviews, and customer Q&As.
- An optimized PDP is a great way to rank highly in search engine results, grow impressions, and drive conversions.
What is an Amazon product detail page?
An Amazon product detail page is the page customers land on when clicking on your products in search results. These pages provide comprehensive information about what is listed for sale, giving prospective buyers a comprehensive snapshot of an item. The amount of details provided can be immense, but they are singularly focused on making a purchase case to a customer.
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Amazon Detail Page vs. Amazon Listing Page
There are a few parallels and differences between an Amazon product listing and a product detail page. Much of the same information is displayed on both pages, including all of the information you included in your listings, like brand names, product names, uses, key features, and available colors and sizes.
However, Amazon’s product detail pages differ from standard listing pages in a few ways:
- On listing pages, multiple purchase options are available. If you are selling the same product as another vendor, both of your products may be provided as options to shoppers.
- On listing pages, customers can access Amazon-specific information. Similar items and items customers often purchase together are featured for buyers to consider.
- On product detail pages, more product options may be available. If, for example, newer models of your product are available through other sellers, these may be linked to on a PDP.
The importance of optimizing your Amazon product detail page
On any online marketplace, it’s vital to show customers that your product is right for them—and the only true way to do that is with a comprehensive and compelling product detail page. These are some of the most important benefits associated with an optimized Amazon PDP:
Enhancing visibility and impressions
An optimized PDP—one built out with quality images, keyword-rich descriptions, rich media, accurate titles, and proper categorization—means giving shoppers more insight into your products. Well-constructed pages do better in search engine results, both organically as well as through paid promotions. More appearances equals more impressions, and that equals more opportunities for sales.
A better page can also increase the likelihood of a Buy Box win, which can be a key way to drive sales.
Boosting conversion rates
Increased impressions don’t necessarily mean higher conversions, particularly when customers feel uninspired to buy. However, an optimized page should do everything to inspire a purchase. The images and information available need to be framed around providing as much information as possible and showcasing ways a customer can benefit from having this product. If done effectively, sellers can see conversion rates reach new heights.
Improving customer shopping experience
Everyone’s had experience searching online for a product and finding something that might fit their needs, only to be let down by a listing that’s frustratingly light on details. Customers who have access to comprehensive information are more likely to have a better experience with your brand, which means they’re more likely to make a purchase with you—and come back for more.
Core elements of an Amazon product detail page
The core elements of an Amazon PDP are straightforward in that they are generally the same from product to product or seller to seller. This provides a uniform experience for shoppers across the marketplace.
Anatomy of a detail page: key components
Many components make up a product detail page and can generally be broken down as follows:
- The product category, including any subcategories in use,
- A main product images, as well as any additional photos, videos, or rich media,
- Product title,
- Brand and brand store (if relevant),
- Rating within a category,
- Customer ratings and reviews,
- Product info, like dimensions and material, and key features,
- Product descriptions,
- Variations on products, like larger item packs or different materials (if applicable),
- Fulfillment and pricing,
- Customer Q&As.
While not all of these elements carry the same level of weight, being as accurate and detailed as possible across all areas of a PDP is critical to success.
Image specifications: ensuring quality and compliance
Buyers often rely on images to inform purchase decisions when shopping online; after all, a picture says a thousand words.
The best-performing products, which are most likely to rank highly in search results, use numerous high-quality images. Amazon suggests at least six high-quality and diverse images, providing a comprehensive view of products to showcase function and form. Images should have at least 72dpi dot density and be ideally 600 x 180 pixels in resolution.
At least 85% of the image should showcase a product. As a rule of thumb, avoid blank space around a product and position items to maximize details and means of use. Images with white backgrounds are also required to rank highly.
Essential content: titles, bullet points, and descriptions
Any questions a product image can’t answer should be clear from written content on a page, from titles to feature bullet points to descriptions. The more focus on optimization, the better a product is likely to rank. Keep these Amazon PDP best practices for content in mind:
- Titles: Product titles on Amazon are a great way to provide a high-level snapshot of what you have for sale. Effective titles contain both the brand and product name, along with three to four keywords that customers may use when searching. These keywords can relate to the material, color, target audience, dimensions, or any terms relevant to how a product is used. Target a length of 200 characters or less.
- Bullet Points: Stick to around five bullet points, and frame the features most likely to appeal to customers. Sometimes high-level details are best here; customers may lose interest or get overwhelmed by wordy points. In all cases, it’s best to use what you know about your customer to narrow in on the details that move the needle for them.
- Descriptions: Use keywords similar to bullet points and titles to attract shoppers to your product pages in the descriptions that are inserted naturally. Keep sentences concise, allowing for easy digestion while skimming or scrolling.
Amazon’s quality standards and policies
Amazon prides itself on strict quality standards throughout the website, which also apply to product detail pages. Breaking any of Amazon’s policies can result in product suppression, meaning that products won’t appear in search results until issues are remedied or products are removed from the platform.
Overview of Amazon’s rules and guidelines
Amazon’s rules ensure that product pages are as accurate, useful, and uniform as possible. Rather than allowing sellers to deviate significantly from one product to another, companies are required to input the same information, like titles and descriptions, in the same manner across a catalog. The use of alternative coding, like HTML, to change product pages isn’t permitted.
Product pages should also:
- Be exclusive to Amazon rather than linking to other storefronts,
- Follow Amazon’s style guides, and
- Include appropriate content free of slang and profanity.
All information provided should be factual, shouldn’t infringe on existing intellectual property, and must relate to a product in general rather than individual items. Contact information outside of Amazon, requests for reviews, and testimonials are prohibited.
Common mistakes to avoid in detail page creation
There are a few basic mistakes common to new sellers. These include:
- Not using the proper style guide for a product or product category.
- Choosing the wrong category; Amazon offers several tools to help guide the decision-making process.
- Linking to external sites.
- Formatting titles and headings improperly.
- Using more than 200 characters in product titles.
- Cross-promoting or cross-merchandising.
- Infringing on IP belonging to other brands.
- Duplicating existing product listings.
Best practices for detail page optimization
With the impact optimization can make, investing effort in this space is imperative. These are some of the best ways to ensure customers see your pages and are persuaded to make a purchase:
Crafting compelling titles and descriptions
Great writing can carry a lot of weight. Far too many sellers on Amazon neglect the basics, leaving content awkward or hard to read, which can degrade trust in shoppers. When writing marketing copy for your Amazon PDPs, use clear language that is grammatically correct, logical, and compelling. Use active voice rather than passive sentences, and keep sentences short and punchy.
Utilizing high-quality images and videos
Amazon listing videos and images are must-haves for many online shoppers; with no other way to assess merchandise, detailed visual content can often be the deciding factor.
In addition to ensuring all images used align with Amazon’s guidelines, avoid the bare minimum. Capture images from all product angles, particularly side and back views, that other sellers may ignore. If how to use the item isn’t straightforward use video guides to drive home ease of use. For example, show how your camping tent is simple to put up. If possible, consider integrating rich media options, like schematics with dimensions, 3D models, and 360-degree views.
Leveraging bullet points for detailed product descriptions
Shoppers often scan pages while comparing items, which means big blocks of text can be off-putting. If your products require a little more information to fully understand, particularly if you’re offering something that meets niche needs, consider leveraging bullet points. Keep the main points to individual bullets so key features of your products are immediately visible.
Incorporating keywords for search optimization
Great written content is a good start, but you won’t be making a maximum impact if your approach to keyword utilization falls flat. Use keywords that match the words and ideas your customers use when searching in your category to increase the odds your products end up in front of the right eyes. Integrate keywords carefully and naturally rather than creating content that appears like keyword stuffing.
Employing A+ content for enhanced visual appeal
Available to all sellers in Amazon’s Brand Registry, A+ Content is a way to expand product information using infographics and other more creative content strategies to enhance visual appeal. This can include comparison charts versus similar inventory from other sellers, image and text templates, and other avenues to showcase branding.
It’s important to note that as A+ Content is focused on branding, any enhanced text or images must be of professional quality. This may be something your business already handles in-house, but if not, partnering with professional photographers or copywriters may be something to consider.
Pricing strategies and the Amazon Buy Box
Winning the Buy Box is a priority for many Amazon sellers, and while that does involve excellent content, images, and keyword use throughout listings, pricing your products can also play a role. Rather than setting a product price and never looking back, determine a strategy to keep pricing competitive. This can mean manually tweaking pricing based on trends, using Amazon’s built-in pricing tools, or leveraging a third-party platform to implement dynamic pricing. With Trellis, you can leverage a dynamic pricing tool that helps develop your strategy with real-time information.
Engaging with customer reviews and questions
To build trust and forge long-lasting relationships, customers need to know companies care. As such, do your best to keep up with customer contact. Answer questions posed on product pages as soon as possible, and engage with reviews—particularly negative reviews. If customers are unhappy, the best thing you can do is apologize for poor experiences and provide a way to make things right.
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Advanced Amazon PDP Tactics
The basics of Amazon PDP optimization can go a long way, but for those with larger inventories and more expansive sales goals, employing advanced techniques can take performance to the next level.
Creating effective product variations
Also known as parent-child products, variations refer to products that can be connected, like sweaters in the same style but different colors or materials. Variants can be important when linked properly; a PDP with an effective collection of variants increases the number of products shown to customers on a single page, offering more avenues through which to make a sale.
Implementing A+ Content strategically
Leveraged properly, A+ Content can be a big benefit. However, it’s not going to be right for every product. When using A+ Content, ensure any graphics or additional information are a help, not a hindrance. Bogging down product pages with unnecessary tables and details can be overwhelming rather than persuasive.
Keyword optimization with Amazon Seller Central
Picking keywords yourself can be a challenge. Instead, try conducting keyword research for better Amazon SEO performance. This can give you a competitive advantage. Seller Central offers keyword resources, including ways to analyze performance and keyword recommendations. Further, Trellis has a free keyword research tool to help get you started understanding the terms that might work best for your business.
Inventory management for sustained stock levels
For sellers with larger catalogs, managing product inventory can be a pain. Since out of stock products can hurt your sales, and stock levels can impact chances to win Buy Box placement, implementing software tools to manage inventory and restock processes can improve your likelihood of prime positioning.
How to create an Amazon product detail page
With the best practices mentioned in this post, we hope you’re ready to create an Amazon product detail page that checks all the boxes. These are the basic steps you’ll need to follow to launch a new product and do just that:
- First, sign into your Amazon Seller Central account and navigate to the tab called “Add a Product. Then select the “I’m adding a product not sold on Amazon” option.
- The new item form will require you to include a few different pieces of identifying information, including:
- Product name
- Variations
- Brand name
- Product ID
- Category. The category selection is especially important. Not only does this strongly influence how your product can be found on Amazon, but also dictates which fields will be available in the next steps of the process.
- Once your basic product information is in place, you can proceed to building descriptions, images, and key features.
Products can be listed manually following the above steps or in bulk using a spreadsheet upload or Amazon listing software.
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In summary
Succeeding on Amazon takes a significant amount of strategy, and that includes optimizing every aspect of the process. Amazon PDPs often make or break a sale, so having a multifaceted approach is a must. Trellis can lend a hand with everything from perfectly worded titles to comprehensive and keyword-rich product descriptions. Make the most out of your merchandise, reach out to us today to find out how.
