TECHNOLOGY

Engaging content drives Amazon product search results

BY Deena M. Amato-McCoy

Products that feature more robust content are topping Amazon’s merchandise searches.

Items with more product content, from images to bullets and reviews, not only outrank merchandise with less content a majority of the time, they are also the most frequently purchased items, according to “The Sales Impact of Optimized Product Content,” a study from Salsify. The study analyzed pages associated with more than 500,000 Amazon search results, and 60,000 Amazon product pages across 78 brands.

According to the study, products with significantly more reviews will convert at a higher rate and outrank its top competitor 58% of the time. The same holds true for listing with images (53%), and those with bullets (51%).

Product pages with top-tier Amazon sales ranks have 64% more images, on average. These products were also more than twice as likely to have increased their image and bullet counts over the past year, as compared to poorer-selling products on the site, the report said.

Ongoing content optimization also helped improve merchandise rankings in the past year. For example, 50% of products with enhanced product listings improved their average Amazon sales rank over 2017. Meanwhile, 73% of these items improved their average sales ranking overall. Items with better Amazon sales ranks also have a higher sales share in their category, the study revealed.

“Online retailers like Amazon see that consumers respond to great content by purchasing the items that provide robust product page experiences. It’s why they work that insight into their search algorithms,” explained Josh Silverman, director of analytics and data science at Salsify. “If brands want to beat out their competitors and gain market share long-term, they need to act nimbly and aim to continually optimize their product content online.”

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