If you’re consistently trying to find new ways to perfect your Amazon product description pages - you’re not alone.
Much like the art and language of traditional SEO, Amazon has its own form of search engine optimization and rules. That’s because it has its own search engine.
While some of the same rules apply in the world of Amazon, there are a number of best practices and insider tips that can help you take your PDPs to the next level.
Today, we’re taking a deep dive into Amazon product listing pages. The good, the bad, and the ugly (because yes, they really can be ugly). We will cover the basic, best practices, examples of great PDPs, and an expert tip or two.
Highly trafficked product listings on Amazon have a lot in common with one another because they play by a specific set of rules.
Each product description page contains a set of important, highly customizable details and information that are strategically laid out for the convenience of the shopper.
These items include:
Of course, there are additional, equally important, PDP components that may be outside the control of those of us crafting the product listing content.
These are items like:
If you’re familiar with traditional SEO, this will come as no surprise to you. Much like our dear friend (or often, our foe) Google, at Amazon keywords are king.
This goes especially for the product title, bullet points, and other written content. These provide opportunities for customers to find listings organically in search.
With this in mind, you’ll have a great head start in generating organic traffic to your Amazon product description pages.
But, there are a few Amazon-specific tricks that you won’t get from previous experience in content writing:
Include primary keywords in the product title to increase your chances of ranking on page 1. But don’t forget that only the first 70 characters will show up on mobile search.
This written content is your biggest opportunity to rank organically and make your listing shine. Think of these as the body of your listing. Make the most of Amazon bullet points by incorporating long-tail keywords into each bullet and providing helpful and descriptive information.
Reviews are your best friend for learning areas to improve your product, messaging, and overall customer experience. With AI review summaries coming onto the scene, you’ll want to ensure your product and messaging are truly aligned with customer expectations. Bad review summaries can tank a listing regardless of the quality of the PDP content.
In fact, reviews are one of the most impactful components of a successful eCommerce strategy. To become a review expert for your brand, enroll in our Product Review Strategy course today!
Having quality photos is a must for a successful Amazon PDP. Especially for the primary image, which has strict guidelines. You’ll need an imaged size of 2,000 x 2,000 pixels, a solid white background, and product imagery occupying 85% of the space. Don’t forget, you can upload 9 images but only the first 7 will be immediately seen, so don’t save the best for last.
Providing as many details as possible increases your chances of appearing organically in search, this goes especially for the product detail box and customer questions. More specs, details, and questions answered lead to higher trust from Amazon’s algorithm and thus, more traffic.
This listing for queen-size sheets provides a great example of a killer title.
While it includes ample keywords and makes the most of the total character limit, the first 70 characters read “Queen Size Sheet Set - Breathable & Cooling - Hotel Luxury Bed Sheets”. This means that the title is cohesive and informative for mobile viewers, while still reaping the benefits of a long title rich with search terms.
Additionally, this seller has answered almost 700 questions from shoppers. Not only does this provide additional helpful information, but it also shows seller responsiveness and provides more written content.
This skin care listing makes the most of their photos and their Amazon bullet points.
This listing provided an exemplary primary image based on Amazon’s standards and followed it with informational content to educate shoppers. This type of content both looks good on a search results page and also increases viewer engagement by lengthening the read time on images.
The Amazon bullet points, or product features (frequently appearing under the phrase “about this item”) are lengthy and informative, seamlessly integrating long tail search terms that appeal to niche audiences.
These similar listings show that including a baseline level of responsiveness and attention to detail can go miles to boost your sales and traffic on Amazon.
In this listing for Adidas sweat pants, which has only 100 reviews and a last-page ranking, the seller has unoptimized bullet points, zero answered questions, and an underutilized title. This shows a low level of responsiveness and provides Amazon’s algorithm with hardly written content to index.
While there is still room for improvement, our second Adidas sweatpants Amazon PDP example has included slightly more effort, and as a result, enjoys more traffic and higher conversion.
Here we see 47 questions answered, providing customers with ample information and assurance of a legitimate seller. Additionally, leveling up the bullet points to include more keywords and helpful information increases this page's visibility
Overall, with only a marginally improved product page, the second pair of pants has garnered over 50 times more reviews than its competition.
Even if you don’t have the resources to craft an ultra-detailed description page, adding some extra detail and keyword references here and there can still make all the difference.
At the end of the day, understanding your customer's wants and needs is the key to creating a winning Amazon product page and generating higher traffic and increased sales.
Analyzing reviews not only helps you pinpoint the right terms and claims to use in bullet points and titles but also reveals problems that may arise in the future as well as the pain points and successes of your competitors.
If you’re ready to hear what your customers are saying, Yogi can provide you with sample insights for your product. This includes a deep look into customer insights like popular conversations, customer sentiment, and more.