With over 100 million downloads, the Amazon App is one of the most used applications in the world. Furthermore, Amazon encourages its users to purchase through its application through offers and promotions. Also for this reason it is essential that the product detail page (PDP, acronym for Product Detail Page) is optimized for the screens of mobile devices, both for users who use the app and for those who prefer the browser.
Is the text in the images legible? Are the images in the right format? What is the most relevant information that needs to be enclosed within the first bullet point, since the other bullet points require an additional click to display? These are the main questions you should ask yourself while optimizing your PDP content for mobile devices.
In this article we will clarify which are, for each country, the elements of the PDP for which more attention should be paid. We will also indicate where, based on the category and country you are browsing from, the image gallery, product description, bullet points and A+ content are placed.
Contents
What makes mobile viewing so important?
Basic elements of the content: The desktop structure of the PDP
The elements of the content in the mobile version
Bottom line: There are no hard and fast rules for Amazon content
What makes mobile viewing so important?
Smartphones and tablets are simple and intuitive devices to use, as well as almost always at hand in our daily lives. In Germany, 71% of online purchases in 2020 were made via smartphone, while in Italy and Spain this figure reaches almost 83%. According to Amazon, depending on the category, the volume of traffic from mobile devices is between 60% and 80% of the total. But that's not the only reason why optimizing PDP is essential. In fact, it must be considered that users rarely stop to carefully read all the information contained in the product page, preferring to linger only on the elements that capture their attention. If they don't find what they're looking for right away, they immediately move on to the next product.
Basic elements of the content: The desktop structure of the PDP
The order of the various components of the PDP in the desktop version is quite clear and does not depend on the product category or the marketplace in which you are searching.
If on the one hand the SEO ranking is influenced by parameters indexed by Amazon such as title, bullet points and product description, the positioning does not depend on the A+ content. However, the latter allows you to significantly increase the conversion rate of a product and is indexed by Google.
The elements of the content in the mobile version
In the mobile version, the sequence of elements (with the exception of the title, which is always shown first) can vary considerably, although it should be noted that it is not yet possible to list exactly all the differences according to country and category. It remains absolutely essential to ensure that each attribute contains all the information necessary to allow the user to make a purchase decision in a few seconds. Following an approach of this type, in fact, the influence of positioning on the probability of selling a product is minimized, as users are able to view all the most important characteristics at a glance. This approach should be applied to both the creation of PDP text elements and the optimization of Amazon product images.
Furthermore, it would appear that the operating system and the type of navigation (via app rather than browser) have no impact on the display order of the element content.
Bottom line: There are no hard and fast rules for Amazon content
As can be deduced from the examples above, there is no general rule for the arrangement of different attributes in the Amazon PDP, regardless of country or product category. Additionally, Amazon is constantly experimenting with different ways to present product detail pages. Indeed, it is even possible that when you read this article our examples will no longer be valid and up to date!
Tips for creating mobile-optimized content
The general advice is to optimize your content for the smallest configuration a user could open a product page with: the Amazon app. For this reason, the first 70 characters of the title, the first two bullet points and the product description take on greater relevance, being the only attributes that will certainly be displayed.
Here are the top 4 tips for optimizing content for mobile:
Enter the most important search terms, information and the composition of the package in the first 70 characters of the title. Additionally, other relevant search terms and key product features should also be mentioned in the first two bullet points.
Each attribute should contain all the information needed to make a purchasing decision. For example, if the product description and/or image gallery weren't shown in some countries, users would still find all the main features in the bullet points or A+ content.
The most important tip: test the platform yourself! Before starting to create or modify your product sheets, it would be advisable to carry out a quick search for products of the same category, quickly ascertaining which elements are shown and in which order. It's the best way (at least temporarily) to get the job done right.
Continuous monitoring is the key to success: by constantly keeping an eye on your own products and those of your competitors, you can intervene immediately, promptly reacting to any change and ensuring maximum adaptability of your PDP to the platform.
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