Retail readiness is one of the most important concepts for an Amazon seller. When your product is considered retail ready, it means the product detail page includes all the necessary information that a customer needs to make a purchase. Think of your product detail page like merchandise in a brick-and-mortar store. You probably wouldn’t sell an item packaged in a plain cardboard box. The product detail page is your brand’s online shelf space and your chance to differentiate it. Use the following tips to ensure each area of your product detail page is retail ready to drive higher conversions for your Amazon business.
1. Product Titles
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 them in search results. Always include your most important keywords at the beginning of your product title, such as your brand name, the product type, color, size, etc. Your product title should echo what would be on the physical packaging. You also want to include other relevant keywords, but don’t overdo it. Keep your product titles around 200 characters.
2. Product Bullet Points
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. Testing shows that well-crafted bullet points increase sales. Your bullet points should include keywords and keyword phrases – especially in the first three points. Most categories allow up to five. Strong bullet points describe the product’s features and benefits with clear, honest language. A good strategy for crafting effective bullet points is highlighting the five key features you want customers to consider. This can include dimensions, age appropriateness, skill level, contents, etc.
3. 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 spotlight 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. Most importantly, make sure your images are high-quality. Only use high-resolution images that are focused, well-lit, taken from flattering angles, and utilize as much of the allotted space as possible.
4. Product Videos
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 various 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 types of videos also inform and educate customers about your brand story.
5. Featured Offer (Buy Box)
Most purchases on Amazon take place via the Buy Box, the area to the right of a product listing that includes the orange “Add to Cart” and “Buy Now” buttons. Winning the Buy Box is an important part of retail readiness. For brand owners, one of the easiest ways to do so is by enrolling in Brand Registry. Not only will this make it easier to secure the Buy Box, but it also opens up a suite of marketing and advertising tools only available to brand owners.
6. A+ Content
One of the most important benefits of registering your brand is the ability to optimize your Amazon storefront with A+ content. This enables you to change the product descriptions of branded ASINs. Using this tool, you can describe your product features in a unique way by including a brand story, enhanced images, and text placements. Adding A+ content to your product detail pages can result in higher conversion rates, increased traffic, and increased sales.
7. Customer Ratings and Reviews
Customer reviews provide shoppers with confidence that a product is right for their needs. Many customers skip straight to the reviews section before deciding if they want to know more about the product. For this reason, accumulating positive 5-star reviews is one of the most powerful steps to ensuring your products are retail ready. This is often one of the most challenging tasks of making a product retail ready – especially for new products or brands that are new to Amazon. To help, Amazon offers a program called Vine that provides an opportunity for sellers to accumulate ratings from trusted reviewers.
Inventory management is the final component of retail readiness. If you can’t fulfill orders, meet customer expectations, and adhere to Amazon shipping standards, you will face challenges – possibly even account suspension. Pay close attention to what products you anticipate selling the most, including organically driven sales and those resulting from paid promotions. Be sure to keep these items in stock by shipping inventory to Amazon well in advance of key shopping dates. If you’re enrolled in FBA, be mindful of inventory deadlines.
Channel Key Takeaway
The way you display your products to shoppers on Amazon matters. Customers can’t physically inspect your products the way they can in brick-and-mortar stores. Instead, they have only the information you provide them. The quality of this information can and will break a sale. Take time to optimize each section of your product detail page. A helpful strategy is to analyze your competitors to see how they list their products. You will likely notice that most top-sellers on Amazon have strong titles, compelling bullet points, attractive images and videos, A+ content, and customer reviews. Ensuring your products are retail ready is one of the most powerful ways to take your Amazon business to the next level.