Amazon Product Detail Pages (PDPs), also referred to as an Amazon product listing, serve as your product showroom—the content and layout reflect the experience that you’re creating for customers. The average time spent by customers on an Amazon PDP is just 18.7 seconds. Understanding how Amazon shoppers interact with PDPs and the value of content optimization will allow you to set your brand apart from the competition, and ultimately convert more customers on your listings.
Device Optimization Matters
- 85% of customers browsing on desktop will make it to one of the similar items’ widgets populated by Amazon.
- Average consumption of Amazon Product Detail Pages on mobile is 2 thumb swipes.
Consider Consumption Patterns
Product Detail Page consumption patterns look a lot like a martini glass. Amazon shoppers pay the most attention to the top of the page (the widest part of the martini glass), less attention through the middle of the page (the narrow stem of the glass), and a fair amount of time reading Q&As/reviews at the bottom of the page (the base of the martini glass). Understanding this pattern can help you prioritize which marketing elements are critical to winning over your Amazon customers, which brings us to…
5 Elements to Consider When Optimizing Your Amazon Product Detail Pages
- Use clear, personable product titles and bullet points. Avoid “keyword stuffing” Amazon PDP titles—write for customers first, the Amazon algorithm second. Your bullet points should include top keywords, highlight high-level features and product specs, and proactively anticipate and answer customer questions.
- Your reviews and customer feedback are a great place to inform important keywords for your products that you should include in descriptions and titles. Evaluating your competitors’ PDPs to understand their bullets and incorporate any verbiage that is true of your products is also beneficial.
- Ensure your listing photos, videos, and graphics are optimized at the top of your PDP. The graphic text on your Amazon photo progression should highlight key value points, sizing/spec information, and proactively answer any questions the consumer may have (be sure to study your FAQs and reviews!).
- It’s important to update your graphics based on seasonality and A/B test your PDP graphics to ensure your listing creative is always performing at its peak.
- Utilize Product Variations to allow Amazon shoppers to easily discover your product assortment offerings and quickly choose between like products, alternate colors or sizes, and bundles so they can make their decision as quickly as possible.
- Variations also combine all product reviews into one Parent ASIN—helping to further legitimize your products and build consumer trust.
- A well-designed Brand Story and custom A+ Content are key so the consumer can quickly understand key features of your products compared to competitors and get to know your unique brand differentiators as they scroll through your Amazon Product Detail Pages.
- This middle area of your listing is prime time real estate to also showcase your brand, logos, and creative to build credibility and awareness with your audience.
- Brands should be focused on actively growing reviews (while following Amazon’s strict guidelines). Nearly 80% of consumers visit Amazon to check product reviews prior to making a purchase. Reviews also play an important role in Amazon’s search algorithms and organic ranking. In addition to paying close attention to negative reviews to proactively combat future returns/feedback by updating the copy and content within your Amazon PDP.
How Are Your Amazon Product Detail Pages (PDPs) Actually Performing?
So, are your Amazon Product Detail Pages (PDPs) performing like a product showroom? Or are you losing potential customers (and product sales) to competitor pages?
Harvest Group is here to help you build beautiful Amazon Product Detail Pages, optimize your content, and strategically guide your business as you grow. As a full-service Amazon agency serving brands of all life stages, our team of Amazon experts provides comprehensive, hands-on account management services across advertising, content, data insights, and operations.
As an Amazon Ads Verified Partner and Amazon Marketing Cloud Services Provider, the Harvest Group Amazon team always considers the impact of your organic content to your potential and current advertising content. We take a holistic approach to ensure your Amazon business is working efficiently from all aspects.
Ready to talk to Harvest Group about our Amazon agency services and growth opportunities for your brand? Fill out our Contact Us form here.
Related Content: Learn how Harvest Group helped client partner, DUDE Wipes, increase sales on Amazon using deeper audience insights with AMC in this case study published by Amazon Ads.
