At Channel Signal, we believe that if a customer takes the time to write a product review, a brand should know what it says. What does that have to do with your Amazon product detail page? Everything. Let me explain.
Why Your Brand’s Amazon Detail Page Matters
If you’re a brand or manufacturer, know this: 55% of all product searches start with Amazon (Vox, 2016).
Shoppers are using search keywords to find and vet products that meet their needs. The initial search results are your first chance at getting into their consideration set (the products they’re looking at), if you aren’t already there. Getting on top of the Amazon search results is a topic for another day.
Importantly, once they click onto a product’s detail page, that is the second chance to put your best foot forward and provide all relevant product information to the consumer. This could include, but is not limited to:
Images
When only one image is provided, the shopper is not given the chance to fully look at what interests them. Only displaying one angle leaves multiple other sides only to one’s imagination. This is even more detrimental in product lines such as apparel. Sometimes, product images in reviews can supplement a lack of images, but that’s not always the case. Worst case scenario here is the consumer feels she needs to visit a store to see the product, or she’ll pick an alternative where the images provide more buying confidence.
Poor image quality is another issue that can stop a sale. In addition, many brands take advantage of Amazon’s open image format capabilities to provide photos with markup highlighting features.
Videos
A relatively new medium for Amazon product detail pages, videos can provide a lot of important decision-making information. Videos can provide clarity around brand identity, setup instructions, product performance and more.
Bulleted features list
The bullet section of the Amazon product detail page is an area to provide at-a-glance details that answer top line questions. If your product is in a competitive space (who isn’t, these days?), this is also an area to highlight advantages of your product over others. In the example below, the bullets fail to mention anything about moisture wicking technology, comfort, support, whether there are removable pads, whether special washing is required, etc.
Size perspective
For certain products, size can be difficult to determine online. Even when proper size information is included in the features and other details, a visual representation is helpful. Placing humans (hands, bodies, etc.) in some of the imagery can help provide this perspective.
Size guides
Size guides are as old as online shopping. But be sure yours is up to date and accurate. As an added bonus, add your size guide as an image to ensure it gets seen.
Color options
This is a real sticking point for some consumers. When the color doesn’t match their expectations (most frequently set by the product photo), they are not happy. Ensure photos that represent your colors are as accurate and consistent as possible throughout the page. Additionally, using the primary image to highlight your many color variations can increase clickthrough to your product.
Long product description
While the bulleted features list answers a shopper’s initial questions, the long description is an area for detail and compelling info. This may be considered A+ content if you’re a seller or Enhanced Brand Content if you’re a registered Brand. This is an area where many brands input their own imagery, descriptions of custom technologies, etc.
Peer to Peer Data: Two Way Influence
Once a consumer has narrowed her consideration set even further using the details on the Amazon product page, they then turn to their peers for validation. There are four main areas where this is done:
- Product reviews
- User images uploaded in product reviews
- Questions & answers
- Fit reports, for footwear and apparel
Not only does all of this data help customers decide whether the product meets their need, it’s representative of your brand. And the real hitter? It’s out of your control. Sort of.
Product Reviews, Q&As Are Clues to What’s Missing
Your product review and Q&A data reveal what customers are saying to one another about your products. By analyzing this data, you are able to tell where the holes are in your Amazon product detail page. Here are a few examples:
Review: “…these sheets are NOT cotton…”
Brand should ensure materials are clearly listed in detail page.
Review: “…I realized I needed to turn up the volume on my phone to affect the volume of the speaker…”
Brand should consider highlighting this step in product details.
Q&A: “…Are there padded cups built into this sports bra?…”
Brand should ensure this information is clear throughout the detail page.
Review: “…brushed up against a rose bush while watering and instantly punctured the hose rendering it useless…”
Brand should ensure details state not to use the hose in abrasive environments.
Challenges for Brands
Unfortunately, for brand owners on Amazon, protecting product presentation can be a full time job. The biggest problem for brands is that Amazon allows product details to be sourced from a variety of places, namely other sellers. Sellers can take certain “creative freedoms” to input data how they see fit. Sometimes this may mean incorrect data, poorly worded sentences, lacking imagery and more.
Amazon’s Solution: Brand Registry
Amazon Brand Registry helps brands do two things: control the presentation of accurate, compelling content and prevent counterfeits. Incorrect listing information can be submitted to a dedicated team so that brands can protect the integrity of what’s being shared about their products. Additionally, Enhanced Brand Content is a feature that is only open to registered brands.
Registered brands can also submit IP complaints that fall into three categories: trademark, copyright or patents. This is key to finding and taking action against counterfeit products on the online marketplace.
Amazon Brand Registry requirements include holding a live, registered trademark. Registration itself is free. Full requirements can be found on their website.