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How to create the perfect product page that drives sales on Amazon

Versha Kamwal
March 14, 2021
6
mins read

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Selling on Amazon is pivotal for your ecommerce business. However, it also means that you're going to face stiff competition. With more than 2 million active merchants, Amazon requires a competitive edge that differentiates your online business and products from the millions of others.

As an Amazon seller, your product page is your storefront. Like a window display attracts shoppers, your listing title and image on search results get customers to click by providing the right information in a glance. Then these customers get a full impression of your product on the product page with a detailed description, images and additional information.

In this blog, you’ll learn how to create your product page that will help you attract online shoppers and drive purchases.

Why is it necessary to create a great product page on Amazon?

A product page on Amazon has to pull all the weight for selling your product. In other words, your product page is your one shot at convincing online shoppers that your product is the one they need to buy.

By the time customers on Amazon have seen your product page, they should understand the benefits of purchasing your product and have an accurate idea of what will actually arrive at their doorstep.

Elements of a great product page on Amazon

When you sell on Amazon, creating a product page is a juggling act. You need to optimise your listings with keywords that will place them high in search results. Concurrently, you have to include compelling content and images that drive online shoppers to purchase your products.

According to Amazon, you have the following elements at your disposal to help customers understand your product:

  • Product title
  • Detailed product descriptions
  • Scannable formatting, i.e. bullet points
  • Engaging product images

You need to focus on these areas, and your product page will be in top shape with all of the content it needs to drive sales. Now let’s see how!

How to optimise a product page on Amazon?

1. Follow the guidelines

As an Amazon seller, make sure you read and comply with Amazon's every guideline. It may seem overwhelming at first, but the top success stories on Amazon haven't just learned to play by the rules. They've also understood that these guidelines can maximise profit and visibility—creating a win-win situation for everyone involved. You can follow Amazon’s style guide to create great product detail pages or you can find them on your seller central account.

2. Create a descriptive title

Amazon recommends including the brand name, model number, colour, and other product specifications in your product title. In addition to that, you can highlight the Unique Selling Proposition or USP of your product that your competition does not have.

According to the new ranking algorithm of Amazon, you need to pay more attention to crafting a descriptive yet readable title.

Moreover, you can choose a few handpicked adjectives to differentiate your product, like premium, elegant, 100% natural, and more. But remember, when it comes to product presentation, you need to prioritise clarity and straightforwardness above everything. This means no unnecessary exclamation points and you must use proper grammar. Amazon shoppers are faced with an array of options, which is why effectively communicating what makes your product stand out is critical.

Calvin Klein's elaborative product title denotes the product specifications
Calvin Klein's elaborative product title denotes the product specifications

3. Load product benefits in bullet points

According to Amazon, the bullet points are the key features and these are the second place on a product page that customers will read. They should know right away if the product you are offering is what they are looking for or not.

That means your bullet points should highlight the significant features and benefits of your product. For example, say you're selling a mobile phone with Bluetooth 4.2. Instead of this technical specification, you can opt for something like this, "The Bluetooth V4.2 ensures your device is compatible with a wide range of devices while providing faster data transfer."

Moreover, your bullet points can convey a lot of information to your buyer. But that doesn't mean you can turn them into paragraphs! It's better to keep them short and precise to give your customers skimmable information.

Wow skin science jots down product benefits in the bullet points
Wow skin science jots down product benefits in the bullet points

4. Draft a detailed description

You can use your product description to write about how the customers will feel or what they will experience when they will use your product. If you have more details that you need to share or essential facts about the product, this is where you can include them.

If you're offering a product kit, i.e. bundling two or more products, you can write about the benefit of the product kit, what is the idealogy behind bundling these products together, and more.

Most importantly, don't follow the crowd! If you position your items to look just like others, it will be very difficult for customers to make a buying decision in your favour. So be creative and unique.

mCaffeine boasts its kit's ideology and anticipated experience in the product description
mCaffeine boasts its kit's ideology and anticipated experience in the product description

5. Curate the perfect visuals

High-quality product images can quickly convince Amazon shoppers to make a purchase. You can capture your customers' attention with these product image tips:

  • Use high-resolution images: Amazon recommends that product images should be at least 1,000 pixels in height or width.
  • Include multiple images: Since online shopping doesn't allow your customers to have a 360-degree view of products, it's better to include multiple images of your products from all profiles. It is a great way to build their trust in your brand and feel confident in buying your product.
  • Edit your images: Tricks like increasing the exposure, reducing shadows, and adjusting the contrast can make your product colours stand out and catch buyers' attention more easily.

You can invest in a professional photography service or choose the DIY approach as you can click high-definition images on smartphones. Moreover, the Amazon Seller App comes with a Product Photo Studio feature. This makes adhering to Amazon's image requirements easy.

Samsung displays multiple high-definition images of its product
Samsung displays multiple high-definition images of its product

6. Use SEO-driven keywords

Search Engine Optimisation (SEO) is the key to driving customers to your Amazon product page. One of the best ways to find relevant keywords for your products is by searching for them. You can start by typing a relevant keyword and let the power of Amazon Search Autocomplete guide you. Else, you can also invest in other online resources by Sellics, Semrush and more to find highly searched keywords.

You can include keywords in your listing that your customers are frequently searching. However, you have to be cautious as search engines penalise the old practice of keyword stuffing, i.e. placing keywords in a non-helpful, out-of-context way. It's best to include keywords in spots where they're relevant, and it will boost your listing's visibility. Here are some recommendations:

  • Include keywords in your product title: You can place the most essential keywords in your title but avoid using too many of them.
  • Distribute your keywords consistently: You can include two to three keywords in alternate lines throughout your product page.
  • Use variations of your keywords: If you are targeting "red phone case," then you can also use phrases like "red-coloured phone cases."

Spigen strategically includes multiple keywords on its product page
Spigen strategically includes multiple keywords on its product page

Bottom line

Selling your products on a marketplace like Amazon means access to millions of potential customers, and the first step to tap into this customer base is by crafting a compelling product page. When you follow the basic fundamentals of how customers perceive your listing, you can craft a product page that’s highly visible, attractive and motivates customers to make a purchase.

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