How to Audit Your Brand’s Presence on Amazon - Part 2
In Part 1, we discussed how to audit the quality of your listing page, including the main image, the title, and the supporting product listing images.
In Part 2, we’ll discuss the characteristics of high quality bullet points, product description, and A+ content
Bullet Points
Bullet points are where you can describe the most important features, characteristics, and specifications of your product.
Amazon allows for 5 total bullet points, for 3P sellers. This means bullet points should be used only for the 5 most important details that customers need to know about the product.
This includes:
Important information about features that you know customers always look for
Size, color, shape, material, etc
Any guarantees or warranties included with the product
It is necessary to include, naturally, important keywords that were not included in your title. Besides the title, the bullets have the most weight with the keyword search algorithm.
However, like the title, the bullet points are not the place to pack in maximum keywords. Although Amazon allows 250 characters per bullet point for most categories, we recommend to our clients that they use, at most, 150 characters and to try to get right around 100 characters.
Why?
Amazon prefers products that display easily for mobile. Longer bullet points can result in 3 of the bullet points being cutoff. The customer would not see these bullet points unless they click on a drop-down button.
Unless you have a very complicated product, the bullets should be concise. We can describe the product in greater detail using the product description and A+ content.
Product Description
The product description is the simplest part of the product listing page. Amazon does not allow any formatting, including basic things like line breaks, bolding, or lists.
The product description is one single string or paragraph of text. This is where you can describe the product in detail, including any important information that was not included in the bullet points.
Brand Registered sellers, however, have a much better way of describing the important information and benefits of their products, A+ content.
A+ Content
A+ content is available only to Brand Registered sellers. This requires an approved trademark that is enrolled in Amazon Brand Registry.
A+ content allows brands to display all the information about the brand and product with a combination of graphics and text using their A+ builder in Seller Central.
Many brands do an amazing job building A+ content, and it rivals what a customer would see on the brand’s own website. You can really communicate what you brand is about with A+ content.
A+ content is below the main part of the listing page and is very heavily featured on mobile devices.
A+ content is not a luxury but a must have for any seller on Amazon
For Part 3, follow Granitsa E-commerce Solutions on social media @granitsa_ecommerce to be notified as soon as it’s published.
Petros Neofotistos
Petros lives on the cutting edge of e-commerce marketing and data analytics. He helps clients build strategies to target and retarget customer segments that lead to sales. He can take the overwhelming amount of business data available to brands, find the important information, and apply that information to business and marketing decisions with a tight feedback loop.