Amazon has a unique feature – its product pages are organized by products instead of sellers. Interestingly Amazon highlights products from different sellers, whereas Google or eBay, shopper search results display multiple sellers who deals with the same product ranges. By comparing different websites you will easily come to understand how Amazon organizes product information on product pages.
This study will also help you to understand why the number of Amazon Marketplace sellers grew at a rate of 65% year over year for 2014. No doubt it will also throw light on the reason why more online retailers prefer selling on Amazon.A stunning record showing Amazon Prime customers alone spend approximately $1,340 per year and account for 56 percent of total U.S. product sales, definitely has a root somewhere.Every Amazon seller should know that unique selling proposition which will also guide them to sell more effectively on Amazon.
Once you take a close look on an eBay’s product search, you will notice the same product can be listed multiple times as separate listings from different sellers. Google also sums up different sellers selling the same product on comparison pages which mainly highlights the seller details including price and shipping rates. Google and eBay both display the product specifications on their product pages but they mostly rotate on retailer details. But Amazon on contrary focuses more on products than the retailer information.
If you are an Amazon seller you should go through the following tips to develop Amazon Product Detail Page which will be a big aid to increase sales.
1. Amazon has a system that all the products are organized by product identifiers. Each product on Amazon has its own product page, which compiles the same products from different sellers. Each product page condenses sellers who sell the same product based on the product identifier.
However, unique product identifier is different from Amazon’s unique identification number for products, or ASIN (Amazon Standard Identification Number). Therefore every product has a separate UPC which is different from ASIN.
To get the best result, an Amazon seller should follow the rules:
- Label every product perfectly so it’s matching to the right product page.
- Be aware, that most of the times your products may not get their own product pages as it is a huge market place. So they will be matched to existing ASIN pages.
- Provide maximum possible product information to Amazon as you can.
- Gather more knowledge about how to compete on Amazon’s buy box.
2. Amazon’s product pages don’t provide details for parent products – every product Amazon sells is a child product. So don’t add unnecessary details about parent products.
- Focus on optimizing product information for your child products only
- When it comes to setting up variation themes, keep in mind that child products don’t need to vary on just one attribute.
- There is no need to include any child product information for parent products.
3. Product Information on Product Pages is shared. Product details on Amazon product pages are compiled by Amazon from all of the sellers. All of them are listing a specific UPC on Amazon. Amazon decides which product attributes are most relevant for each product page from the available product information supplied by the sellers and accordingly advertise those details on the product page.