PDP Optimization

Creating a decent PDP on Amazon is not difficult. Amazon publishes blogs and guidance on what “good” looks like. The most important elements of the PDP are:

• 1. Product Title​
• 2. Reviews
• 3. In Stock
• 4. Delivery Promise​
• 5. Buy Box​
• 6. Product Features​
• 7. Variations​
• 8. Images and Videos
• 9. Product Description (Bullet points above the fold. Long Description up to 2,000 characters, below the fold).

• 10. Hidden Keywords (non-consumer facing keywords)

It’s clear is that good content plays a significant part in the Amazon flywheel.

Although brands clearly can’t write their own reviews, they are still a vital aspect of content.  A product with no reviews/ratings will struggle to get visibility on Amazon. Why does Amazon care so much about reviews and demote products that have a small number and/or negative reviews? Because customers care. Amazon’s own research notes that 55% of users cite helpful customer reviews as a reason they start their path to purchase on Amazon. 91% of Amazon shoppers would not consider purchasing a product that received less than 3 stars​.

Of course, the more positive reviews the better, but as a minimum, products tend to need >15 reviews and >3.5 stars for the Amazon algorithm to take any notice.

Brands also need to ensure timely and well-considered responses to reviews and Q&As.  As well as having the potential to help conversion, they also can help with Amazon SEO and supply valuable insights for a product as well as PDP development.

Amazon has two programs to help brands get more reviews– those using Vendor Central can use the Amazon Vine program and those using Seller Central can use the Early Reviewer Program.

Amazon A+ content, as the name suggests, is Amazon’s premium PDP offering. The pages are more immersive, have a more ‘brand controlled’ feel, and provide additional options like ‘compare product features’ for other products in the brand’s catalog. Availability, features, and costs vary depending on whether you have Vendor or Seller status, but there is no doubt that a perfect A+ PDP tends to perform better than a perfect standard PDP.

A+ PDPs can add huge value. However, the pages take time, effort, and money to curate. Given this, brands that have thousands of SKUs have a tough decision to make – which products deserve the A+ treatment? While brands can simply look at the best sellers, we recommend a more robust approach that considers not only today’s performance but potential performance. For example, if an A+ page helps move a product from page 2 to page 1, or position 5 to position 2, the commercial difference could be material.

At IPG Mediabrands Commerce we have the tools, talent, and retail skills to help design perfect A+ content, as well as help brands work out which products would likely drive the highest commercial returns.

While we may think of Amazon as a place where customers go to buy products they already have in mind, Amazon suggests that, in fact, 80% of shoppers use the platform to discover new products or brands.

Product pages, by their nature, need to be functional and explain to the customer exactly what is on offer. Brand Store pages, however, are great at reinforcing brand promises to help convince and convert new-to-brand customers. The pages are flexible and often used to curate a collection of some of the best-selling products or new releases. Best-in-class pages tend to contain:

• Highly immersive video and imagery
• Content that reflects the customer’s lifestyle and products being used in a natural setting
• Brand promises and commitments, such as warranty periods and environmental credentials
• Answers to the most common questions
• And most importantly, regularly refreshed content

At IPG Mediabrands Commerce we can create best-in-class Brand Stores, audit what you have, and supply ongoing optimization.