January 6, 2025

Optimize Your Amazon Product Pages for the Best Results

Optimize Your Amazon Product Pages for the Best Results

Amazon is constantly evolving, and starting on January 21, 2024, new rules will come into force to ensure better quality product pages.

These changes aim to improve the customer experience while strengthening seller compliance. If you do not meet these new requirements, Amazon will automatically update your product sheets via its AI within 14 days. This article guides you to optimize your product pages taking into account these changes.

Amazon Changes on January 21, 2024

Updated title rules:

  • Character limit : Headings must be between 50 and 200 characters.
  • Prohibition of special characters : No characters like! , $, {}, unless it's part of the official brand name.
  • No unnecessary repetitions : Each word should only appear twice maximum, with exceptions (articles, prepositions).

Keys to Optimizing Your Product Pages

A successful product page is based on five main pillars:

  • Visual content
  • Rich content
  • SEO and relevance
  • Offer status
  • Product Rating

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  1. Visual content

Visuals are the first impression you give of your product. They need to be of high quality and optimized to provide better visibility and conversion.

  • Practical advice : Use lifestyle images that show the product in context and add a video to demonstrate features and benefits.

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  1. Enriched content

Rich content (EBC/A+) is a great way to tell your product and brand story in an engaging way.

  • Practical advice : Invest in an A+ page to better present your products and create an Amazon store to reinforce your branding.

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  1. SEO and Relevance

Optimize your titles and descriptions to meet new Amazon requirements while improving your SEO. Include relevant keywords in titles, bullet points, and descriptions to maximize SEO impact.

  • Practical advice : Respect the new rules to avoid Amazon rewriting your product sheet and include strategic keywords.

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  1. Offer status

For Vendors on Vendor Central:
If you're on Amazon Vendor Central, you have direct control over managing your offerings. The key to optimizing your sales lies in managing the Buy Box. Amazon is generally more likely to award the Buy Box to Vendor Central suppliers because they are products sold directly by Amazon. Be sure to maintain good inventory tracking, competitive pricing, and optimize your relationship with Amazon to ensure the Buy Box is awarded to you.

For Marketplace Suppliers:
If you're on Amazon Marketplace, the competition for the Buy Box is more fierce because it also depends on other sellers offering the same product. The key here is to optimize your offering with competitive prices, fast shipping, and excellent customer service. Make sure you maintain a low return rate, have a good review, and follow Amazon's shipping and return policies. You can also use the program Amazon Prime to improve your chances of getting the Buy Box.

  • Practical advice : Ensure that your product is well managed in Vendor Central (if applicable) or optimize your offer on Marketplace with impeccable customer service and competitive prices.

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  1. Product Rating

Reviews and ratings have a big impact on customers' buying decisions. Maintaining a good score and responding to negative reviews is crucial to improving the image of your product.

  • Practical advice : Encourage customer reviews and respond to negative reviews to reassure future buyers. Use Amazon Vine to generate credible reviews.

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By applying these best practices, you can optimize your product pages and maximize your chances of success on Amazon.

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