The way you present your products on Amazon matters. Shoppers cannot inspect items on Amazon the way they can in brick-and-mortar stores. Instead, they rely on your product detail pages. This is where customers learn more about your products and decide whether to make a purchase. Product detail pages can contain three main types of content: copywriting, graphics, and multimedia. The quality of this content will have a direct impact on your conversion rate.
How to Create Amazon Product Titles that Drive Traffic
The product title is the first thing shoppers see when they visit your product page. It’s also the most important. Product titles should be clear and descriptive. Amazon uses the words in product titles to display your products in search results. It’s important to include your primary keyword at the beginning of your product title. You also want to include other relevant keywords, but don’t overdo it. Keep your product titles around 200 characters. Other optimization recommendations include the following:
- Capitalize the first letter of each word
- Do not capitalize conjunctions (and, or, for), articles (the, a, an), or prepositions with fewer than five letters (in, on, over, with)
- Use numerals (2 instead of two)
- State the number of items in a bundled product (pack of 10)
- Use only standard text; special characters or symbols like © will not display in the title
- Do not include price and quantity
- Do not use ALL CAPS
- Do not include promotional messages, such as “sale” or “free shipping”
- Use your seller name as the Brand or Manufacturer only if your product is Private Label
- Do not include subjective commentary, such as “Hot Item” or “Best Seller”
Amazon Product Bullet Points That Increase Desire
The second most important part of your product listing is the list of bullet points. This is where you describe the unique features and benefits of your product. Include as many bullet points as possible. Most categories allow five. Strong bullet points highlight the product’s features and benefits with clear, honest language. Use the following guidelines to increase customer interest in your product:
- Keep each bullet point between 150 and 250 characters
- Highlight the top five features that you want customers to consider
- Begin each bullet point with a capital letter
- Write in fragments and do not include ending punctuation
- Write all numbers as numerals
- Separate phrases in one bullet with semicolons
- Spell out measurements, such as quart, inch, or feet
- Do not use hyphens, symbols, periods, or exclamation points
- Do not write vague statements; be as specific as possible with product features and attributes
- Do not include promotional and pricing information
- Do not include shipping, seller, or company-specific information
Best Practices for Amazon Product Images
Many sellers underestimate the importance of product images on Amazon. Compelling product images give customers a better sense of what they will receive. Amazon allows seven images for each product detail page. Your images should showcase as much information about your product as possible. This can include different angles, infographics showing benefits and features, size and dimension charts, and lifestyle images that show your product in real-life situations. Use the following guidelines to optimize your product images for better customer experience:
- Use pure white backgrounds
- Make sure images are at least 1,000 dpi so they remain clear when customers zoom
- Show the entire product, and make sure the product occupies at least 80% of the image area
- Include only what the customer will receive. If your image includes any of the following elements, you may receive a quality alert on your listing:
- Borders, watermarks, text, or other decorations
- Colored backgrounds
- Drawings or sketches of the product
- Accessories or products not included in the offer
- Image placeholders, such as “no image available” text
- Promotional text, such as “SALE” or “free shipping”
- Multiple colors of the same product
Using Videos to Optimize Amazon Product Pages
Nine out of ten shoppers say product videos are helpful in the decision process, according to HubSpot. Including videos on your Amazon product pages is a powerful way to increase conversions. Like copywriting and graphics, Amazon product videos should showcase the product in a way that builds purchase intent. The following are the two most common types of Amazon product videos:
- Product Display Videos: These are simple videos that show the product and its unique features and benefits. They often include a model holding or wearing the product. As the camera focuses on different parts of the product, descriptive text shows on the screen.
- Product Lifestyle Videos: These videos show the product in use. This helps the customer visualize how the product would fit into their way of life. These type of videos also inform and educate customers about your brand story.
Creating Amazon product videos takes time and resources, but it will pay off. According to some data, product videos can increase conversion rate by 80%. Below are a few recommended best practices to help your product videos increase sales:
- Keep Amazon product videos between 30 and 60 seconds
- Upload files in the highest quality available
- Product videos can be .mov or .mp4 files
- Include a compelling product video thumbnail
- Do not include web links, URLs, or calls to action that direct the customer away from the product detail page
CHANNEL KEY TAKEAWAY
Your product detail page is the most important factor in your conversion rate on Amazon. This is where shoppers decide whether to buy your product. Sellers with incomplete product pages miss out on sales. Strong copywriting, graphics, and multimedia will help convert page visitors into customers. Pay close attention to your product titles. Write clear, descriptive bullet points. Include a variety of high-quality images and videos. Together, this information will increase purchase intent and drive more sales.
