How Do Product Pages Work on Amazon?

Product pages are, of course, one of the most critical aspects of selling on Amazon. They need to be set up correctly, product information must be entered accurately, and all texts and images must be optimized for both SEO and conversion. There’s a lot that needs to be done. But to grasp all this, it's important that you understand the basics, and that's what I'll be covering here.

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I’ll walk you through each element of a product page and share some tips and tricks along the way. Let’s get started!

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The Different Parts of an Amazon Product Page

What exactly does a product page consist of? All Amazon product pages follow the same template. There are exceptions, but these are rare and likely nothing you’ll need to worry about. The parts present on every product page, and which I will cover, are:

• Title
• Bullet Points
• Images
• Product Description
• Reviews
• Product Variations
• The Buy Box

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Amazon Product Page Title

Every product page has a title. The title isn’t just visible on the product page itself but also appears in the search results when customers search for different products. This is often the first and only text a customer sees before clicking on the product page.

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In other words, the title is extremely important and should accurately describe the product while also serving as part of your SEO strategy.

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What Are Bullet Points on Amazon?

Amazon product pages have a dedicated space where sellers can highlight a product's key features and benefits. This section is presented in bullet points, which is why it's often referred to as the "Bullet Points" section.

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You can include up to 5 different bullet points to convey key information, and you can write whatever you want. However, the focus here should be on the benefits and features that drive the highest conversions. Some sellers may be allowed to add more than 5 bullet points.

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How Do Images Work on Amazon?

You should put significant effort into your images on Amazon. These are the visual elements that can really make your products stand out from the competition. There are specific requirements for images, and you can’t upload an unlimited number of them.

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Typically, you can upload up to 9 images, but only 7 will be prominently displayed on the product page. I recommend uploading at least 7 images. You can also upload videos to product pages if your brand is registered in Amazon’s Brand Registry (who can upload videos may vary between different marketplaces).

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Guidelines for Amazon Product Images:

• Main Image: Must be high-quality, and illustrations are not allowed.
• No Extra Objects: Only the product should be shown in the main image.
• Background: Must be completely white or completely black.
• No Additional Text or Graphics: The image should be clean without extra text or graphics.

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Other images have fewer restrictions and can include graphics, illustrations, and other objects to demonstrate the product's function.

You can read more about product photos and how to think about them here: Product Photos on Amazon.

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Amazon Product Descriptions

The product description is the part of the product page that most sellers overlook. This is unfortunate because it has great potential to significantly aid in SEO, conversion, and cross-selling. Depending on whether your brand is registered with Amazon’s Brand Registry, you will have different options for formatting product descriptions. With Brand Registry, you can include images, various text formats, and even showcase other products from your lineup. Without Brand Registry, you can only include text with some light HTML formatting.

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Reviews on Amazon

A significant part of Amazon’s ecosystem is customer reviews. Customers can freely leave ratings and comments on any products they purchase on Amazon. They can also upload images and videos in their reviews.

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Reviews are a key factor in Amazon’s SEO calculations, but more importantly, they have a psychological effect on potential new customers. A product with poor reviews will naturally have a much harder time converting than a product with good reviews. The same goes for a product with few reviews versus a product with many.

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The number of reviews and the average rating are displayed both in search results and prominently on the product page. If you want to see all the reviews and comments from previous customers, you can scroll down on the product page to find that information.

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Product Variations

Amazon product pages can function as standalone pages with one product per page, or they can include multiple product variations. Variations can be based on factors such as color, material, size, or quantity.

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You can read more about product variations here: Product Variations on Amazon.

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What is the Buy Box?

Amazon has a feature called the "Buy Box." This is the small box on product pages where the product price is displayed. The "Buy Now" button is also located in the Buy Box, making it a critical element of the page.

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When multiple sellers are offering the same product, they all list it on the same product page. On Amazon, different sellers can’t have separate product pages for the same product; instead, all sellers are linked to the same page. But when a customer clicks "Buy Now," only one seller gets the sale, right? Only one product is sold, so only one seller can sell it. The seller who makes the sale is the one who "owns" the Buy Box.

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What Does It Mean to "Own the Buy Box"?

Owning the Buy Box simply means that your company is credited for all sales made when customers click "Buy Now" or "Add to Cart." Which seller owns the Buy Box depends on several factors, but primarily price. The seller who offers the product at the lowest price is typically the one who gets the Buy Box.

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This is only relevant for products with multiple sellers. If you have a unique product with exclusive rights to sell it, this won’t be something you need to worry about much. If you want to read more about Amazon’s Buy Box, you can find more information here.

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Summary - What is an Amazon Product Page?

That’s it for this overview of Amazon product pages. As you noticed, I didn’t go into much depth on any of the elements. This post was just meant to give you a solid first look at all the parts so you can dive deeper into each one.

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If your company needs support in your Amazon venture, we at SellWave are here to help. And if you found this post helpful, it would be incredibly generous of you to share it with colleagues or friends who might also appreciate the information. Thank you!