Amazon Product Sections
Once a company decides how they’re going to sell products on Amazon.com, it’s time to actually start selling.
Before we begin, we need to cover a few fundamentals:
The Amazon Marketplace is built around individual product sales performance. This means every product page a company creates has to be of the highest quality – there is almost no brand equity on Amazon, especially if a product page converts poorly overtime due to unoptimized content. Amazon makes money when items sell, so if a company’s products aren’t selling their product position will suffer.
It’s also important to note that Amazon’s catalog is organized by assigning a unique number, called an ASIN number, to each product page. Products are organized into categories and are ranked overtime by their conversion rate for various search terms compared to other items. The higher the conversion rate, the better a product page will be positioned for those specific search terms, improving item visibility and increasing sales.
What Are Amazon Product Sections?
Each product page has nine key content sections:
- Product Title
- Resale Price
- Bullet Points
- Product Description
- Product Information
- Customer Questions & Answers
- Customer Reviews.
We’ll focus our discussion on the Merchant Fulfillment and FBA sales methods because they give companies the most control over their product page. For these two sales methods, companies are able to submit content for all but the Customer Questions and Customer Reviews content sections. There are limitations and guidelines provided by Amazon for each content section, but the quality of the content largely falls on the company selling the product. Because Amazon takes a “boundaries” approach to their guidelines, where they set minimum requirements and maximum limitations, there is ample room to display quality content. In fact, the latitude companies have to create content is substantial enough to lead to very different customer experiences and can have a dramatic impact on sales.