Blog

Content 101: Product Titles

Product Titles (aka Item Name or Product Name) are like term papers: thoughtfully organized, focused on the topic at hand, concise, and informative.

Product titles should include essential product attributes. What do we mean by essential? Pretend that all of the product images on Amazon disappeared overnight. If customers only had the name of your product available, would they be able to make an informed buying decision? There are specific details you absolutely need to know before you place your order, right?

Let's look at an example: a sweater. Which brand is it? Is it for Women or Girls?  Is it a Small, Medium or Large? Is it Red or Blue? Does it have a particular style? Is it made from a specific material or fabric? "Sweater" definitely doesn't give us enough information. Even "ACME Sweater" doesn't come close! "ACME Women's Cashmere Turtleneck Sweater (Red, Small)" on the other hand, provides a succinct description of the product's key attributes.

It's important to remember that the Product Title is a catalog attribute and not a marketing vehicle: unless they're part of the product name, search terms and keywords should not be included. Going back to that sweater, details like "hand-woven on Mars," "dry clean only," and "perfect for layering" are relevant to customers--but they should be iterated in the bullet points or product description, not the Product Title.

Here are some basic guidelines for how to structure this content and which details should be included:

  • Keep it short: 80 characters or less is our rule of thumb
  • Begin with the brand name
  • The actual name of the product, the way it would be described in a sentence--no superlatives or slogans
  • Include variation or critical attribute information:
    • Model Number/Compatibility
    • Color
    • Size
    • Flavor
    • Material or fabric (i.e. Stainless Steel, Cashmere)
  • Include distinguishing or value-added features--would knowing this impact whether or not a customer decides to buy your product?
    • Waterproof
    • Organic
    • Solar-Powered
    • Remote-Controlled
  • Quantity (if applicable)
    • 3-Pack
    • 24-Count
  • Physical Dimensions (if your product or similar products come in multiple sizes, this is essential)
    • 16oz
    • A4 paper / 8.5x11 in

Content 101: Content Optimization

When it comes to e-commerce, the product details must be as compelling, informative, and thoughtfully crafted as the product's packaging. Your Amazon detail page should be designed and optimized for two unique audiences: future customers and Amazon's A9 Search Algorithm

Optimizing for Customers

Your product page is the e-commerce equivalent of your "shelf presence" and physical packaging. Because consumers don't have the ability to experience or inspect the product in person, you need to communicate all physical details through richly-written descriptive content and high-quality images. A+ and EBC also allow you to provide additional content and media to give customers a better understanding of your brand's origin story, why your product matters, and how your company or product differs from the competition.

Assume that the customer is utterly ignorant of both the product and the category or family of products it belongs to. To deliver the best possible customer experience, and ensure there is no confusion or misunderstanding once the product arrives at their door, it's essential to state exactly what the product is, its purpose and functionality, and precisely what customers can expect to find when they open the box. Does it include any accessories like a carrying case? Is there an essential accessory that is not included, like a charging cable or batteries? Are there any other products featured in the images or video that aren't included with their purchase?

Optimizing for A9: Amazon SEO

At a high level, A9 is the Amazon Search Algorithm that powers customer search within the Amazon ecosystem. Just like making sure your products are correctly categorized, it's imperative to optimize detail page content for A9 indexing. The first thing to keep in mind is that A9 doesn't index all of the detail page content; it only looks at the first 500 characters of the Product Title and Bullet Points and all priority keywords should be included in these attribute fields. How do you include all of these additional keywords without it looking like alphabet soup? Diversify your language. Instead of reusing the same words or phrases, use synonymous terms to maximize the indexable real estate. 

Content 101: Anatomy of an Amazon Detail Page

Content organization is crucial. In a perfect world, every customer would scroll down the detail page and view your meticulously crafted A+ Content or Enhanced Brand Content (EBC), but the reality is that the majority of customers don't scroll down at all. This certainly doesn't mean that A+/EBC content is unimportant, but understanding that many customers may not see that content means that the content they will see must contain all of the information they need to make an educated purchasing decision.

These critical placements are referred to as Above The Fold (ATF)--the 'fold' being the bottom of the browser window, the visual cutoff point when a customer first lands on a product's detail page. This content includes the product title, product images or video, bullet points, variation information (sizes, colors, flavors), and of course, the buy box.

Placements that fall Below The Fold (BTF) are anything you have to scroll down to see: Product Details and Technical Specifications, Warranty Information, Product Description, A+ and EBC.

Above The Fold

Brand, Product Title, Ratings & Rankings

Brand Name, Product Title, Ratings, Reviews, Question and Rankings

Brand

The brand is always immediately adjacent to the product title. You provide this information during Item Creation or New Item Setup (NIS) and can be edited at any time in Seller Central. The name is hyperlinked to your Brand Store (Storefront)-- if you do not have a brand store setup, Amazon search results for that brand name.

Product Title

Also known as Item Name or Product Name, the product title should include your brand, a succinct description of the product, and any variation details like color, size, and quantity.

Ratings, Reviews, Questions & Ranking

The product's star rating is an aggregated metric based on customer reviews. Customers can also ask questions about the product, like "Does the printer include a toner cartridge?" or "Is this product vegan-friendly?" These questions are published to the product's detail page where you (the seller or brand owner) and other customers can publish a response. If a product is top-ranked within a category or subcategory, a "Best Seller" badge will display to let customers know that this is a super popular and relevant product.

Images & Video

Thumbnails for additional images and product videos will display either to the left or directly below the primary product image (depending on the product category). It's critical that images are large enough to enable Amazon's zoom function, at least 1000px or larger on one side; there's a direct correlation between "zoomable" images and increased sales.

Buy Box

You're probably already familiar with the basic Buy Box appearance and options, so we wanted to take a moment and explore some of the more specialized formats.
Lightning Deal or CSLD Buy Box

Lightning Deals

Often abbreviated as CSLD (Category-Specific Lightning Deal), Lightning Deals are 4-6 hour deals, offering a significant discount on a specific, predetermined number of units with a strict quantity limit of one unit per customer. Did you know CSLDs have their own Buy Box? While the deal is running, the normal Buy Box is replaced by the CSLD offer, which displays both the time remaining on the deal and what percentage of the available units have already been claimed or purchased. What's the difference between "claimed" and "purchased?" From the time a customer adds a CSLD to their cart, they have 15 minutes to check out; if they don't complete their order during that time, the unit is removed from their cart and becomes available to other customers.
Subscribe and Save
 

Subscribe & Save

Often abbreviated as SnS, Subscribe & Save is just what it sounds like: an automatic subscription program for products you regularly order--and by committing to future orders, you'll also receive a 5% discount.

Inventory & Fulfillment

Inventory and Fulfillment Options

Displays a product's inventory status (In Stock, Temporarily Out of Stock, Currently Unavailable), who is selling the product (Amazon.com for Retail offers and the seller name for FBA or MFN), and how customer orders are fulfilled (Fulfilled by Amazon or directly by the seller).

For FBA offers, this will display as "Sold by [Seller] and Fulfilled by Amazon." and include a link to the seller's profile.

Twister & Variations

Bullet Points

Below The Fold

 

Special Offers & Promotions

Product Details

Product Description

A+ Content / Enhanced Brand Content

Welcome: Inaugural Post and How You May Have Already Forked Yourself

Welcome to the ARMR Blog. We hope to provide you insight on current Amazon Seller Central and Vendor Central strategies, tactics, and recommendations. Feel free to reach out to our team of Amazon experts to follow up on any questions directly: info@getarmr.com

What Does The Future Of Retail Hold?

Amazon. The landscape of commerce has forever changed with the advent of ecommerce. Never before have brands had the opportunity to reach a global audience in a matter of days. Amazon has taken the leadership position for US ecommerce and fundamentally changed customer expectations across industries. With Amazon's fulfillment capabilities, customers are able to receive most products within 2 days, and certain products within 4 hours. Amazon has the world's largest selection and they leverage an open market (and keep close tabs on competitor's prices) to have some of the sharpest pricing in the market. However, this is a two-way street. Global competition--be it domestic or foreign--utilizing Amazon's capabilities also have an opportunity to reach this audience. If someone has product, they can sell it to a global audience with world-class fulfillment and operations via Amazon's extensive global network.

If you are the brand owner or manufacturer, you may wonder if your products are on Amazon. Well, they most likely are. The question is how did your products get on Amazon…

We live in a physical world, and because of this, the customer's receipt of physical product is the fundamental element of your brand's ecommerce existence. This means that before content creation, marketing campaigns, pricing analysis, brand development, or anything else, the person or company which has the physical product in-hand to fulfill a customer order is going to win the sale. If someone has your product at home, in a storeroom or warehouse, they are able to create an offer on Amazon and sell directly to customers.

How you distribute your product matters. It directly effects the ecommerce customer experience.

Sellers on Amazon look for holes in the market. If they find a product that is not currently for sale on Amazon, not being sold directly by the manufacturer or brand owner, or is not sold by Amazon, they will create an offer or listing to fill any potential demand.

Amazon Rewards Extreme Behavior

Throughout my tenure at Amazon and years working with Amazon sellers and retail vendors, I have learned that Amazon's platform equally rewards one of two extreme behaviors:

This "fork" in the road is how you control the distribution of your product:

  • Liberally: Willingness to sell to distributors, discount and outlet stores, and anyone that calls
  • Conservatively: Not using distributors and tightly controlling retail accounts

The more aggressively you employ either strategy, the more value you can extract from the Amazon platform. One caveat is that the more you emphasize one strategy or the other, the bar to exceed customer expectations is continually raised, demanding a high-quality product and exceptional customer service to ensure a best-in-class customer experience. A low-quality product cannot stand on its own, nor will you have massive Third Party Seller (3P) demand for resale and distribution.

Liberal Distribution Strategy

Continue to sell to anyone, let them battle it out for margin on Amazon. Each seller has their own margin requirements, the person willing to take the least will win the sale (for the same offer/condition type). ExampleAztec Secret Indian Healing Clay -- take a look at the of reviews and seller ranking.

Pros

You get incredible demand because 3rd party sellers are taking the lowest acceptable margin. This means your product is priced extremely competitively. You will see a lot of orders from several different buyers.

Cons

You loose complete pricing and brand control. You can’t drive any sales or marketing activity.  Additionally, people make create weird pack sizes, add other items, and the branding will be completely neglected.

Best Fit: Brands that want to move massive volume. Branding, price control, and price perception is irrelevant.

Conservative Distribution Strategy

Continue to sell to a select group of distributors or resellers and institute a "No Selling on Amazon" policy to take control of your Amazon offers. ExampleOZNaturals Hyaluronic Acid Serum -- again, take a look at the number of offers; they're not competing with any 3rd party sellers.

Pros

You have complete control over your brand, the images, the content, and the price. You can market your product and drive demand to your items. If you utilize FBA, you get to sell at the retail price, improving margin.

Cons

You are not priced as sharp as the market will bear, it’s work to maintain and build an Amazon presence.

Best Fit: Brands that want to control price (protect big retail clients, maintain margin in the market) and branding (images, content, respond to customers)

So Which Do You Choose?

The problem is, you probably work with several distributors, but you need Amazon's price control to attract or maintain other retailers, and you would like to drive traffic and provide marketing support for your brand.

Trying to control a product on Amazon that is liberally distributed in the market is a long and costly campaign. It is possible--but requires regular maintenance and tenacity.

If you are trying to transition from a liberal distribution model to a more conservative model that allows much greater control over your products and listings on Amazon, there are several tactics you should explore immediately:

  • Create a Minimum Advertised Price (MAP) Policy and require anyone who purchases your product (and anyone they may resell to) to sign it. Enforce it.
  • Create a "No Selling on Amazon" Policy and, again, require anyone who purchases your product (and anyone they resell to) to sign it.
  • Require Reseller Contact Information from your distributors. They should provide you with the contact information and Amazon seller names of any resellers purchasing your product--remind them you have a "No Selling on Amazon" policy, so there shouldn’t be any offers from these accounts.
    • Keep this information up to date! Check in with your distributors on an annual basis for an updated list; there is not currently any restrictions on how frequently sellers can change their account name on the Amazon platform.
  • Maximize The Economics of Being a Manufacturer/Brand Owner This is easily the most painful and effective way to beat the competition: simply sell your product for less than anyone else. If you're the manufacturer or domestic originator, offering the best possible price shouldn't be unreasonable.
  • Identify Ill-Gotten Goods This last one sounds more fun than it is but do keep a sharp eye out for illegitimately obtained product, including unauthorized sellers and potentially counterfeit product. Amazon can and will kick these sellers off the platform for violating terms of service.
  • Contact the ARMR Team Email us at info@getARMR.com and hear what we have to offer.

Thank you for reading this first post--we have a lot more to share and we are eager to engage with you and serve your business needs.

Oscar Barbarin, Founder & CEO and the ARMR team
info@getARMR.com