By Traca Fragomene
First and foremost, if products are uploaded to Amazon.com with minimal product content they won’t sell – much. Certainly, there are always exceptions (which I will discuss in a later post) but for the most part, products with just a title and a price don’t sell well on Amazon.com. Think about it, if you were in the market for a gold necklace for Mom (every day is Mother’s Day) but came across a product titled “Gold Necklace” priced at $79.99 would you buy it? I probably would not. However, if I came across a product titled “18kt Yellow Gold Link Necklace” priced the same, with a stellar picture and all the jewelry product attributes (brand, metal stamp, metal, material, width, length, chain type, clasp type and total metal weight) I would definitely give this product some consideration.
Why would I give the second product more consideration than the first? That’s easy. The second product provides me with more information to make an informed purchasing decision. Also, when comparing merchants, I trust a merchant more that has gone to the effort to help the customer make an informed decision by merchandising their products well.
Each individual product page on Amazon.com is called the product detail page. Once a customer is on the product detail page, the product content sells the product to the customer. There is no sales person there to describe the product attributes in person, it’s just the content. The merchant that provides the best product content will win the battle of the product detail page and convert potential customers into buyers.
You may ask then, what is the content? Content includes a product title, brand or manufacturer name, product description, featured bullet points, product images (for both parent and child SKUs), and persuasive product price. These are just the basics. To provide compelling content (besides making the basic content compelling in its own right), the additional attributes for each category should also be provided. I mentioned specifics for the jewelry category above. Other product categories have specific product attribute information as well.
Still a little bit fuzzy on what goes into a great product detail page? Take a look at an Amazon.com retail product detail page. Amazon.com’s buyers do a great job providing product content above and beyond the minimum level of information. The ability to provide the proper content to be successful on Amazon.com is available to all merchants, small or large, product by product or by data feed.
Win the content battle, win the customer.
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