6 Elements of a Perfect Product Detail Page on Amazon

Keywords

About 90% of the sales on Amazon are generated on the first three pages of search results. Whether your product can be found on these top three pages depends significantly on whether you use the right keywords in your text. But how do you know what makes a good keyword?

Good keywords fit the product well, are not too general and have a good search volume. The first step is to find a base keyword that describes the product accurately. Using on this word, different Amazon keyword tools can be used to find similar and composite keywords. Amazon provides a Brand Analytics tool for vendors, but there is also a wide variety of free and paid tools available. Around 7-10 of these keywords should be integrated in titles and bullet points, taking care to make sure the text is still readable and clear for the consumer. 

Backend keywords are also particularly important: up to 250 bytes of all other keywords that do not fit into the bullet points go here. These might be misspellings, long tail keywords or terms that do not perfectly fit the product but are related to it. A suitable tool to keep track of the number of bytes is for example the mothereff.in/byte-counter.

Title Optimisation

A product’s title is one of the first things the customer sees. Ideally, the title should contain enough information to enable a purchase decision. Therefore, it should not only contain the 2-3 high-volume keywords that describe the product particularly well, but also some of the most important benefits of the product. When choosing the order of the information in the title, you should keep in mind that only the first 70 characters of the product title are visible in the mobile view of the search results, so the most vital information should be included there.

The full title is also the only element that is displayed “above the fold” on the mobile product page, i.e. where it is immediately visible without needing to scroll further. This makes the information contained here all the more important. Overall, we recommend a length of 100-200 characters in the title, depending on the complexity of the product.

Bullet Points & Description

In the product bullet points it’s especially noticeable how different the content elements can be on Amazon, as they can vary from short keywords to long paragraphs and everything in between. This is partly due to the different content guidelines that Amazon provides for the categories, and partly because of varying strategies: While short bullet points can be quickly skimmed and are easily accessible from a phone screen, long bullets offer space for a lot of information and keywords. It is also important to note that in the mobile view, the bullet points are in the lower third of the product detail page and therefore much less visible. What we recommend? A balanced approach! Bullet points should not exceed 200 characters and – especially important – be structured in a consistent way. 

And the “Product Description” section? This is space that Amazon offers for further product information. However, since the product description will gradually be replaced by A+ content in the future, perfectly optimizing it is not a top priority. At the same time, the description still offers space that should be taken advantage of, since the keywords in it are still indexed by Amazon’s algorithm. 

Pictures & Videos

More and more, pictures and videos are becoming one of the most important factors on Amazon. This is mainly due to the growing mobile sales, where pictures take up a large part of the screen, making visual content especially relevant. Images, graphics and videos catch the shopper’s attention as soon as they navigate onto the product detail page. Ideally, the customer should be able to understand the product with only images and no text. In order to achieve this, we recommend using all available slots for images and a video.

From emotional advertising videos to application videos, many different types of videos can be effective on the product detail page. The possibilities of images are just as diverse: from technical images to USP images that emphasize the product benefits, to mood shots or bundle shots. There are no limits to your creativity! 

A+ Content 

A+ Content is a free service from Amazon for both vendors and sellers that has the potential to increase conversion rates by targeting customers with emotional and detailed content. The A+ modules consist of images and text which are not indexed by Amazon, but by Google. A+ content can be used to highlight important benefits or examples of how to use the product.

This enables the customer to gain a better understanding of the product giving them the information they need to make a purchase decision. The positive effect of A+ can carry through to the return rate and product evaluations, as the customer is more likely to be satisfied with the purchase decision if they are well-informed about the product. A useful A+ element is the comparison table, which can be used for up- and cross-selling, by linking to complementary or similar products.

For vendors, there is also the paid option A+ Premium, which allows the use of interactive modules and videos. However, as it can be quite expensive, you have to weigh whether the additional investment is really worthwhile.

Product Variations or “Twisters”  

Variations are an inconspicuous content element at first glance, but they should not be neglected. But first, what exactly are “variations”? With variations, retailers have the possibility to link related articles with each other on the product detail page. Similar products are therefore bundled and the customer can easily switch between the offers to view all of them without navigating away from the page. This is practical, but it also has disadvantages: all products that are grouped together in the variation are also only displayed as one product on the search results page. Additionally, variations can quickly become confusing. Our recommendation is to think carefully about which products you want to vary and to develop a product-specific strategy.

Conclusion

The design possibilities for content on Amazon are diverse and although the elements seem simple at first glance, an effective application relies on various strategic decisions. The core of any strategy should be to find a structure that both meets the needs of the customers and highlights the advantages of the product. However, it’s not enough to consider the customer: the Amazon search algorithm should also be a central factor in strategy development. The challenge is to take both of these into account and to find the right balance. Hopefully these tips help you to get started so you can pave the way to your perfect Amazon PDP!