With Prime Day just around the corner, it is essential to have your strategy fully prepared. This includes not only content optimization but also proper product selection, advertising campaign planning, ensuring sufficient stock to meet demand, and a clear strategy for sales and pricing. If you haven’t started preparing these aspects yet, there’s still time. Here are some quick and effective tips to help you optimize your Amazon detail pages and seize the opportunity to maximize your results during this important event.
- Image Optimization
Images are one of the most important elements of your product listing. Ensure your photos are high-quality, clear, and show the product from different angles. Remember that the main image must have a pure white background and show the product as it is, with enough resolution to be zoomed in on and properly lit to make it appealing, as you can’t integrate features or logos. While this is likely already under control, it’s a reminder to avoid any last-minute issues, adhering to Murphy’s Law.
Additionally, we recommend:
- Including images in use to help customers visualize how they can benefit from your product.
- Using graphics or text overlays to highlight key features.
- Including lifestyle images and representations of your buyer personas to help users identify with them immediately.
- Highlighting any clear differential value of your product compared to direct competitors or significant features using close-ups or infographics in the images.
- If possible, upload videos. What type of videos? A commercial, a product demo, a 360 view… upload as many as you can, as product listings with videos convert better than those without.
At Amazing, we know well which images are optimal and work with our clients on recommendations and execution if they lack the necessary resources. It’s so important that we consistently stress the need for optimization.
- Title Optimization
A well-optimized title not only describes your product but also improves your search visibility. Keep in mind that when users search, the results page shows the main image and a “cut” title, so don’t forget to include the most relevant information at the beginning.
Our recommendations are:
- Include relevant keywords that customers might use to search for products like yours. During events, user search behavior differs. If you have third-party tools to help with keyword selection, great. If not, look at past performance and reuse successful keywords.
- Keep the title clear and concise, with essential information at the beginning.
- Follow Amazon’s guidelines on length and format: no more than 60 characters, and use the following structure: Brand – Product Name – Material or Main Feature – Product Type – Color – Size – Quantity.
- Bullet Points Optimization
Bullet points are your opportunity to highlight the most important features and benefits of your product. It’s important to clearly emphasize features, functionalities, technical specifications, and address any potential questions or concerns from users.
We recommend:
- Keep each bullet focused on a specific aspect of the product. Don’t mix topics, and if some bullets are shorter than others, that’s okay.
- Use clear, direct language, being professional yet approachable.
- Address possible questions or concerns that customers might have.
- Start bullets with a capital letter and avoid including information about promotions or pricing, as these are not allowed.
- Include high-search keywords that make sense for your product and that you plan to support with advertising to gain relevance.
- Include event-specific keywords.
- Activating Brand Story and A+ Optimization
The Brand Story feature is only available for brands registered on Amazon. It’s a section we at Amazing love because we consider it highly relevant and helpful for conversion. Regardless of whether you sell as a vendor or seller, if your brand is registered, you can include it.
This section is used to tell your brand’s story, explain your values, and highlight what sets you apart from the competition. An effective Brand Story can increase customer loyalty and improve brand perception, providing credibility and trust when purchasing your product.
Although the design options are limited, good use of the templates can give a very appropriate final view of the brand. We recommend:
- Use images that align with the look and feel of the product and brand, including corporate colors and matching the creatives used in the Brand Store.
- The format is “carousel” style with arrows for navigation. Ensure key images or messages aren’t disrupted in transitions.
- You can redirect to a specific section or wherever you want. During events, redirect to the Brand Store, and even more so!
- On mobile, this section is prominently displayed. Design more with mobile in mind than desktop.
For A+ content, review the content, images, and optimize the cross-selling table, which is very important. Include complementary products, and if in doubt, check Amazon’s reports on shopping cart data to decide what to include.
- Creating a Prime Day Store Tab
The Brand Store plays a crucial role during events. It’s your brand’s catalog showcase and needs to be impeccable. During events like Prime Day, you can create a specific tab to include products on promotion. This tab is activated (shown to the user) on the event days but needs to be scheduled beforehand to ensure everything works.
For this tab, ensure all products are included and that it reflects the event. Update creative sections like banners and the home page to attract users, and when activating Sponsored Brand formats, decide whether to redirect to the specific Prime Day tab or the home page, depending on your goals.
Be very careful with the creatives, as Amazon is strict about communicated messages, logo use, and event name. Any small issue or deviation from their rules can result in the tab not activating on time.
Conclusion
Optimizing your Amazon detail pages doesn’t have to be complicated but it is necessary. With these five easy tips, you can ensure your listings are in top shape for the upcoming Prime Day. Remember, the key is to offer an attractive and clear shopping experience for your customers.
And if you need help, send us an email at hola@amazingagency.io; we’ll be happy to assist you, even with your advertising strategy!
Good luck and have a successful Prime Day!
