Key elements of an effective product presentation on Amazon

Introduction

Every listing on Amazon is not just a presentation of the product, but also a well-thought-out sales strategy. The key elements "above the fold" – visible without scrolling – are designed to attract and hold the customer's attention, while the components "below the fold" – those visible only after scrolling – serve to deepen engagement. How can each of them be effectively utilised to increase the chances of conversion?

Elements visible immediately (above the fold):

Product images: Amazon is a service where images are hugely important. First impressions are key, and product images serve as the business card for your offer. High-quality images convince potential buyers that they are in the right place and help to confirm the match between search results and their expectations.

Product name (title): The title is the product's business card, providing key information that confirms the relevance of the customer's search. A well-structured title, the use of effective keywords, and precise information are the foundation of a good listing.

Amazon badges: Badges such as “Best Seller” or “Amazon's Choice” indicate leaders in a given category, while the “Prime” badge informs about membership in the Prime programme. They act as signals of trust and quality.

Product rating: Next to the product title is a rating in the form of stars, indicating its overall quality. It reflects the satisfaction of previous customers and can be a turning point in the purchase decision.

Buy Box: This is the main call to action on the page, allowing customers to buy the product immediately from the best seller. It is a direct call to purchase that facilitates quick decision-making for the customer.

Product variants: If the product has variants, they will appear under the title and pricing information. This allows customers to choose from different options of your product.

Bullet points: These short points contain essential details that are not included in the images or title. Effectively conveyed product features in bullet points can entice the customer to take a deeper interest in the offer.

Elements visible after scrolling the page (below the fold):

Product description / A+: This is the place for a longer description that convinces the customer of the advantages and uniqueness of the product.

Section "Customers who bought this product also bought...": Amazon uses this to retain customers who have scrolled the page without clicking on the Buy Box. It ensures that potential customers do not leave empty-handed, even if they do not choose your product.

Sponsored products related to this product: This is an additional way to encourage purchasing through cross-selling.

Special offers and promotions: Here, you can find additional incentives to encourage purchases that did not convince the customer above on the page. They are an opportunity to convert those customers who are still hesitant.

Reviews: This is where the opinions of other buyers confirm the value of the product or resolve any final doubts.

Writing sales content - what to remember:

Information: It is crucial to include all important information about the product.

Communication: You should list the benefits of the product and answer the questions the customer has while making a purchase decision: What features of our product can help the buyer? What possibilities does the product offer? What will it be needed for? What are the benefits of owning it?

Presentation: Information should be presented in a way that the potential customer can easily and quickly absorb it. Simple, concise sentences are the best solution here.

Optimising the title:

Proper balance: The title should balance between content “for machines” and “for people”, using effective and relevant keywords.

Understanding needs: Putting yourself in the searcher's role and understanding their thought process.

Relevance: Using keywords directly related to the product and the most effective ones.

Research: Investigating popular phrases used by potential customers.

-> Using the optimal title as a tool to attract customer attention.

-> Focusing on a logical approach and delivering a valuable message.

Optimising bullet points:

The golden mean for the audience and Amazon: Providing value for the customer while meeting the platform's requirements.

Quality over quantity: You do not have to use all available characters - focus on quality and message.

Meta Description: Key information should be located at the beginning of the listing.

Backend keywords:

Limited number of characters: Only 249 characters are indexed, requiring a strategic approach to the selection of keywords.

“Broad”: Tradition = traditions = traditional. Amazon will index the word in every possible form, so it is enough to write it once.

Learn more about optimisation from the following articles.

Summary:

Optimising offers on Amazon requires not only understanding the algorithm but also the psychology of sales. Precise images, attention-grabbing titles, persuasive descriptions, and well-chosen keywords are the recipe for success. Remember, what is "above the fold" attracts, and what is "below the fold" convinces. In-depth analysis of each of these elements and testing different approaches is the key to effective selling in the world of Amazon.