Optimum structure of the product detail page on Amazon

Love at first click?! What do you need to consider? Do's and dont's on Amazon!

Die Product detail page Is your shop window, your business card, your sales team on amazon. Here, products are presented, additional information is provided and brands are presented. With the Product detail page structure The success of your products depends on Amazon. The product page on Amazon is not only decisive for a customer's purchase decision, but also for your rank and success on the sales platform.

Step by step to a successful product detail page with the help of our instructions.

Since 2000, the online sales platform Amazon has also been open to third parties, giving manufacturers and retailers worldwide the opportunity to sell their products and articles online on the marketplace. Basically sounds like a huge opportunity for all third-party providers and that's what it is. But watch out — Amazon itself is still the largest retailer on its own sales platform. Amazon not only sells third-party brands from various providers, but also increasingly private brands.

It is therefore all the more important to set your own products apart from the competition on Amazon.

But how? How do you have to set up your product detail page on Amazon in order to skillfully set yourself at the top with a professional brand presence? What do you need to consider? What should you absolutely avoid when setting up your product page?

We'll tell you simple tricks and tricks to get your Amazon product detail page up to speed visually and in terms of content.

Love at first click?!

The first impression is decisive and lasts! — As is often the case in life, this is also the case on Amazon.

Why the first impression just for Sellers and vendors Is that important on Amazon? They usually don't have a second chance! Consumers are merciless. Especially on Amazon, consumers looking for a specific product are faced with an enormous variety of different offers from countless manufacturers. The selection seems almost endless.

An example

Try to think yourself into a purchase decision on Amazon to make the whole thing even more clear.

You need a new water bottle. And that as quickly as possible. In advance, you may have already thought about what the new water bottle should look like, which materials you prefer and whether the bottle should include accessories such as a cleaning brush or a thermal cuff. Sounds like you've actually made up a relatively accurate picture of what you want in advance. So you open Amazon and search for a suitable water bottle and out of nowhere, a jungle of offers of various water bottles opens up in front of you on several pages.

And now let's face it: What do you look at first to pre-select their products, which you then click on to take a closer look at them?

The decisive factors are certainly the pictures, the price and the reviews from other customers.

And another important question that you should answer: Let's be honest, how many times have you scrolled down on Amazon and opened the second page? Never before? Or at least so few times that you can count it on one hand, right?

In any case, one thing is certain: In this flood of offers, the first, usually visual impression is decisive. And that is why it is all the more important to present it optimally.

Tips & tricks from our experts

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Product detail page — a word that's nice to read. But what exactly does the product detail page on Amazon actually contain?

On the Product detail page on Amazon This creates the first contact with the customer and thus with the potential buyer of an item. Die Product detail page In other words, the virtual shopping world combines a lot of what you find in stationary retail. The Amazon product detail page is your online business card, your shop window, your consulting sales team — all in one. Everything that is offered to customers offline in stores and retail stores, for example through the placement of the products or the sellers on site, is equivalent to the product detail page on Amazon online. The structure of the product detail page and the information that is made available to the customer here are therefore essential for the sale and success of a product on Amazon.

The essential characteristics of an Amazon product detail page

In Figure 1, only the upper part of an exemplary Product detail page on Amazon portrayed. The structure of this product detail page is a wonderful way to explain which areas you as a seller have direct influence on and which you can individually design. Taking into account Amazon's relevant guidelines, of course. The areas on the product detail page that you can directly influence are limited. Amazon itself uses a not inconsiderable portion of the site to show potential buyers alternative products, which, in case of doubt, will of course lead away from your listings. It is therefore all the more important to make optimal use of the available areas and visually present them with the design options that Amazon offers you.

1. pictures

One of the most important components of the product detail page on Amazon is the Product images. As a rule, the customer looks at them first, in addition to the title and price. With comparable, substituting products, customers often choose the product with better and more appealing images. The images therefore have a decisive influence on potential buyers' purchasing decisions.

The following applies here: High-quality images imply high-quality products. Product images should therefore not be spared under any circumstances. Neither in terms of quality nor in quantity.

2nd title

The customer's gaze usually moves from the product images on the left to the top right to Product title. The product title should therefore absolutely Benefits and benefits of a product Get to the point. It is recommended that you refer to 2-3 main keywords to focus. An indiscriminate sequence of as many keywords as possible in the title should be avoided. Good readability as well as highlighting your own USP (Unique selling point) form the most important factors for a successful and meaningful product title.

3rd prize

It's very clear: No matter how informative the product page may be, a central lever for attracting potential buyers on Amazon is, of course, the price. If the price isn't competitive, the consumer simply keeps clicking. Amazon therefore prefers retailers with the lowest possible prices in the search results. Although the market leader would generally earn a higher commission at higher prices, cheaper products generally sell more often and therefore generate more revenue on Amazon. The stated goal of every third-party provider is to enter the so-called Buy-Box to come. Die Buy-Box is the field at the top right where the shopping cart button is located. Because even though there are various other retailers for a product, most customers buy from the currently displayed provider.

4. Variants

The offer on Amazon is immense. Many products are the same in several designs, sizes or colors available. As a seller, you have the option of using your entire product range to clearly compare. Potential buyers thus recognize relatively quickly how many variants a product is offered in. Especially for articles that are available in many colors, sizes or shapes, this presentation provides a good Overall overview.

5th bullet points

At the top of the Amazon product detail page, you also have five bullet points , with which you can provide the customer with further relevant information about your product. Per bullet point, you can 1,000 bytes Operate. Bullet Points therefore offer you the opportunity to significantly more information and keywords to be placed on your product detail page as in the title. Use short, concise sentences with lots of descriptive adjectives and make sure that the five bullet points are approximately the same length so that they are visually convincing. It's also recommended that you start each bullet point with a capitalized printout.

Our expert tip for the ideal allocation of bullet points

Our team of managing directors and founders Manuel Kretschmer draws his expert knowledge from many years of experience and recommends that bullet points be structured as follows — and the following always applies:

Confess emotions! You are passionate about your products, show that to customers in a charming way too!

• Bullet 1: Which product is it? The first bullet point summarizes the product in general but concisely and unambiguously.

• Bullet 2: Why is the product unique? What sets it apart from the competition? The USP of the product is shown here (materials, ingredients, size, etc.)

• Bullet 3: The third bullet point is dedicated to the main product feature.

• Bullet 4: There is space here for further features and functions of the product. Highlight the high and special quality of your product and/or focus on manufacturing.

• Bullet 5: The last bullet point describes the scope of delivery, the accessories or special recommendations for the offered product.

Absolute no-gos in bullet points

• Keyword chaos: Basically, well-founded and extensive keyword research is essential before creating your product detail page on Amazon. The keywords in the bullet points are among the most relevant on the product page and yet you should absolutely avoid stringing together or repeating keywords in the bullet points. Even intentionally misspellings of keywords in bullet points are not necessary. The Amazon algorithm automatically recognizes incorrect spellings.

• False promises and empty claims: Bullet points are used to describe a product. UPS and special features can be worked out here and presented clearly for the customer. Never use attributes or descriptions that do not apply to your product and mislead the customer.

• Special offers and promotions: It is quite tempting to point out discount promotions or offers in bullet points. However, these have no place in bullet points.

• Technical jargon: Use terms that everyone understands and avoid complicated and illegible technical terms.

Figure 1: An overview of the top part of a typical Amazon product detail page

After this brief digression on bullet points, we now want to focus on setting up the product detail page again.

6. Availability

At the top right of the Amazon product detail page, the availability or the Delivery time shown of a product. Potential buyers can thus immediately see whether the selected product currently in stock and is therefore available or not. In addition, consumers receive information about the expected delivery time here. Anyone who wants to satisfy a need is usually in a hurry. Nobody likes to wait a particularly long time for an order. And Amazon in particular has become so successful, not least thanks to its fast deliveries. Customers prefer to buy products that are directly available from stock. That is why the search algorithm also prefers retailers who offer fast logistics.

At this point, you should now have a good overview of the structure of the top part of the product page on Amazon, as shown in Figure 1.

Now let's look at the bottom of the product detail page. Here, Amazon once again gives you plenty of space to create a so-called Enhanced Brand Content (EBC) Or even A+ Content to design. An example of A+ content is shown in Figure 2.

But beware: This special advantage is available exclusively to retailers with a registered brand. Otherwise, you only have the option of offering a simple product description without major design options or images.

Our tip:

It is therefore worthwhile to travel to registered brand on Amazon to go!

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Figure 2: Exemplary design of A+ content on the Amazon product detail page

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With the help of Enhanced brand content Can you the customer further information to convince him of your products. Amazon offers various Building blocks and templates , which you can use as a template for your product detail page. Create a unique brand world online and make your brand tangible for customers. You can also use it here high-quality images and informative textsto make it easier for customers to make a purchase decision. This premium version of a normal product description makes you stand out on the Amazon marketplace and makes you stand out from the competition.

Attention, spoilers!

We will soon be preparing a separate and detailed article for you on the subject of EBC/A+ content.

Product information — The most important details at a glance!

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Figure 3: Presentation of product information at the bottom of the product detail page on Amazon

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Another area that you as a seller can directly influence. Store the most important details about your products in the backend. These are then displayed in a table on the product detail page, visible to the customer.

Especially for products with many different variants, it makes perfect sense to list technical details such as dimensions, sizes, etc. again in a clear table.

Now let's move on to the last section of the product detail page — customer reviews

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Figure 4: Customer reviews on Amazon

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A central role in the purchase decision is Experiences and reviews other customers who have already bought and tried the product. On Amazon, every buyer has the opportunity to rate the product they have already purchased and write a review with texts, images and videos.

But here's the crux:

As a seller, you unfortunately have no direct influence on this area.

As long as you get good reviews from customers, there's no need to worry. On the contrary, the ranking of your products on Amazon is positively influenced.

But what to do in case of negative reviews?

You can respond to customer reviews at any time. Especially when it comes to negative reviews, you should do the same. Address the customer's problem individually and suggest a solution. Always remain friendly and objective. As a rule, customers appreciate it when a retailer takes the time and reacts to the negative comments.

conclusion

Basically, when setting up the Amazon product detail page, the following applies: The customer is in the foreground! It can definitely help to empathize yourself with the process of making a purchase decision on Amazon, as we did at the beginning of this article as an example. Change your perspective! What goes through the customer's mind when buying a product? Which factors does he pay particular attention to? Which, on the other hand, seem to be more secondary? How do you look at the product detail page?

Take a look at the competition too! What do you personally like about good competitors' product detail pages? What is more displeased?

Build a bridge between SEO optimization on the one hand and an appealing visual design of your content on the other. Always ensure that you present content in a high-quality, structured and individually tailored to your product and brand.

Because we've learned one thing: “It's the first impression that counts.