Your product listing page on Amazon is the biggest driver of sales. It's the equivalent of a shelf in a supermarket and the terms by which potential shoppers are evaluating how well your product fulfills their needs.
Before investing heavily in advertising, you want to make sure your product listing page is working for you. Paying to drive traffic to a poorly designed page can result in wasted ad spend and poor conversion rates. This can, in turn, lead to drop in sales rank and search placement--preventing you from taking advantage of the Flywheel Effect.
There are multiple elements to a product page. Let's review the anatomy of this page
The headline is important for a few different reasons:
- As the title of your product, it helps sellers identify what it is.
- It also serves a function of searchability. The keywords included (or not included) in a headline inform Amazon's algorithms of the relevance of your product. Consider using your Top Contributing Keywords to enhance product headlines
2. Ratings and Reviews
Ratings and reviews are critical because most shoppers are looking for social proof before making a purchasing decision--particularly for high priced items. You need to make sure you have a large number of recent reviews (ideally, double digits) and that the ratings are positive. Make sure to address any negative reviews openly and rectify the issue.
Make sure you have a review solicitation email campaign in place: following up with every purchase and asking for feedback.
The images you use on your product listing page need to be high quality and accurately display product features and functionality. Some keys to keep in mind:
- Use lifestyle images that convey to potential shoppers how the product might fit into their day-to-day.
- Using video also enhances the shopper’s experience and displays functionality of your product
- Multiple images and videos are also crucial to telling the right product story
- Based on Amazon guidelines, make sure your primary product image features the product against a white backdrop
4. Bullet points
Bullet points should be used to highlight the best and most unique features of your product. Think about the problems your product is solving and what the unique selling proposition is--how is your product different than your competitors’?
5. Product Price
Pricing can also be a big factor in whether or not your listing converts. Amazon is geared towards enhancing the customer experience and it is very easy for shoppers to find alternatives and the best value for their money. You need to make sure you are priced competitively and all of the above factors are optimized to make your product worth any additional pricing increases.
Additionally, being Prime-eligible is a big factor in the buying decision. Shoppers pay for the privilege of being Prime members and are likely to seek out an alternative if their shipping and logistical expectations are not met.
Consider using coupons or discounts, particularly during the launch stage, to drive sales volume.
6. Enhanced Brand Content
If you are using Enhanced Brand Content, you should use your page to tell your brand and product story. Feel free to get detailed and showcase every problem that can be solved by your product. This is your chance to make a case for not only the product, but your brand and company.
Use images and videos where possible to showcase your product and increase the shopper's confidence.
Make sure the keywords on the backend are relevant to your product and picked to increase your relevance to Amazon shopper searches. Showing up for irrelevant searches can be costly and hurt your conversion rate. Use your Top Contributing Keywords to find the best options to add to the backend.
Looking for more in-depth information on optimizing your listings? Check out the following webinars: