Selling on Amazon is quite challenging, especially if you have to maintain a large number of product pages. Nevertheless, they deserve your full attention, because an optimized page will always lead to more conversions. In this blog, Ans Verbuyst, Digital Consultant at All Colors of Communication, gives practical tips that will take your product pages to the next level.
When you build a product page in Vendor Central, you obviously make sure that your titles and product descriptions are SEO-optimized. For Amazon, this is a decisive factor in measuring the relevance between a product page and a customer’s search query. Also pay close attention to the visual aspect by working with Carousels and enrich your page with A+, or ‘enriched content’.
If you want to go even further, you should also consider the following aspects:
1. Make variations of your products
When you look for an item in a physical store, you can usually find different variations of that product displayed on the shelf. For example, an external hard drive is available with all kinds of capacities – 1TB, 2TB, 3TB, etc. Therefore, make life as easy as possible for your Amazon customers by adding plenty of product variations with each item. People who are looking for a hard drive, then only need to click through to order a drive with the capacity of their choice.
When creating your product listings, you can go quite far in this and categorize products as families. For example, if you offer external drives specifically built for gaming consoles like PlayStation or Xbox. If you have different color variations of a product, you should likewise show those options as much as possible on your product pages. Variations are also ideal opportunities for upselling. Just make sure to regularly check whether your variations are still up-to-date and displayed on your product pages.
2. Be careful not to mix variation types
There is one important catch when it comes to creating variations. Products that are linked together will be automatically collected into one category by Amazon. Let’s take the example of our drives again: customers have the choice between HDD (Hard Disk Drive) and SSD (Solid State Drive). You don’t want an HDD to be suddenly categorized as an SSD. Therefore, try not to mix too many types of products and regularly check if your products are still in the right category.
3. Variations increase the number of reviews
Reviews are important if you want to convince potential customers. Unfortunately, a new product page usually has few or no reviews. Here too, product variations offer the solution. They ensure that all reviews of a variation are bundled. In this way, even a new product can immediately benefit from hundreds to thousands of five-star reviews.
4. Stay on top of your product pages
Anyone who works with product pages on a daily basis knows that they require a lot of work. That’s why it is important to keep track of all the information, for example in an Excel Sheet. Be sure to include your product variations so that you can easily check or fix pages if something goes wrong. It is also a good idea to provide a tracker for your ASINs.
5. Always respect Amazon’s guidelines
Amazon has a lot of guidelines and it is important that you take them to heart. That way, you avoid product pages being blocked. For example, you are not allowed to add a logo to your main images. Also make sure that you only publish carousels by country instead of accidentally uploading them for the whole world.