How recently have you examined the Amazon product pages for the products that you sell?
If you haven’t assessed or updated your product pages in a while, it’s a good idea to make the time to go and check them out. The details shown help to get your products noticed and encourage (or not) people to buy them.
Sounds simple enough, right? There are however, a few things you should know about product pages and what to look out for…
About Product Pages…
Firstly, Amazon product pages are open to anyone to contribute to. This means you could be a seller, manufacturer or even a buyer of the product and can seek to update the product page to be more accurate or more comprehensive.
Amazon is organized by products rather than by sellers, which is unlike other online marketplaces. Under Amazon’s rules, you can’t simply create your own product page for every product you sell, you must check to see whether the particular product is already offered on Amazon first as they don’t want duplicate product pages. Note that this also includes product detail pages on other Amazon websites such as Amazon UK or Amazon Canada.
Of course, if your product is unique, then you can create your own product page. You just need to observe the product detail page rules found here.
Here are a few things you should know:
- If you create a page, you are responsible for the initial content, however anyone else can end up updating that page. (Note here: if you’ve created something very unique by private label, here’s what you can do about any hijackers).
- You’re not allowed to use the product page to cross-promote any other products, so don’t try to use an update to do this.
- Product pages are meant to become a permanent feature on Amazon. You will not be the “owner” of a page you create.
- Product category or type cannot be changed.
You should also know that just because you submit changes to a product detail page, it doesn’t mean they will be accepted on the page. Product detail pages tend to be a conglomeration of information provided by multiple contributors; Amazon’s system decides what and how to update using an automatic business logic known as Detail Page Control.
Here is what Amazon has to say:
“Because we have many contributors to our product pages, our system combines all the information provided into the best possible product page. The product page you see on Amazon.com may reflect the details provided by multiple sellers. There is no guarantee the details you supply will be visible on Amazon.com.
Detail page control rankings are not modified manually, but are regularly and automatically reviewed and updated by our system. Some factors that impact detail page control are sales volume, refund rate, buyer feedback, and A-to-z Guarantee claims.
In some cases, a detail page you created may display information you did not contribute or you may not be able to edit a page you created. This happens when another seller has detail page control for that product and editing permissions have been reassigned to them. This contributor can be Amazon or another seller.”
Updating Product Pages
So, as we’ve discussed, you can update a product page as either a seller, manufacturer or buyer of the product. Here’s how you go about it for each:
You should be looking for key details which help to sell the product and that product images are high-quality and up-to-date. You also should look out for anything which might not be accurate and aim to get rid of it from the product description. The more descriptive and accurate you can be, you lower the chances of poor reviews from people who were surprised by a product that didn’t exactly match the description.
Sellers can update product pages through:
- The “manage inventory” page on your seller account. Select the relevant product and use the “actions” link to the left of the merchant SKU box.
- Uploading an inventory file. Amazon has templates and instructions for doing this here.
- Suggesting an update to Seller Support. You can do this by going to Get Support > Contact Us > Products and inventory > Product page issue > Fix a product page. If you’re going to take this option (probably because you were unable to update any other way), be prepared with evidence such as manufacturer information or photos as to why the changes you are suggesting are valid.
If you’re a unique, private label seller or the manufacturer of a product for a particular brand, then you’ll want to be able to have as much control as possible over the product page. Note: brand registry is also available to distributors, resellers and other individuals or companies who have the written authorization from the manufacturer or brand owner to manage a brand’s content on Amazon.
Amazon Brand registry is the way to go to ensure you have better oversight of the information on product detail pages. This is “available to sellers who manufacture or sell their own branded products. Manufacturers can enroll their brand in the Amazon Brand Registry and register themselves as the brand owner. The goal of Amazon Brand Registry is to make it easier for sellers to manage their own brands and list their products on Amazon.”
Under Amazon Brand registry, brand owners have increased influence over page editing and can also list products without standard product IDs. Besides other branding requirements, applicants must have a website which displays the brand or products.
The advantage for anyone wanting to update product detail pages is that, as a registered owner for the brand, your updates automatically count.
As a consumer or other concerned third party, you too can request product detail updates, although you cannot change them yourself.
The first way to do so is simply by clicking the “report incorrect product information” link which is always at the bottom of the description on the product page, as shown in the image below.
Secondly, you can request an update through the “contact us” page and provide them with the link to the product (or it’s ASIN), the details which need changing, the reason, and any contact information for someone whom Amazon can speak to about it.
Keep it real…
You should analyse the product detail pages for the products which you sell often, so as to ensure that not only are descriptions best written to sell the product, but that correct, up-to-date information is given out.
A big cause of complaints is where the buyer feels that the product they received wasn’t adequately described in the description, so keeping pages up-to-date can also help to protect your own reputation.
Anyone can request updates, so remember, if updates you have made are not showing, you can always go to Amazon with the request. Be prepared with evidence as to why an update is necessary and they will probably grant the request. Amazon is just as concerned with keeping details accurate as sellers are.