Point of view: you’ve just set up your first ads campaign and researched relevant keywords to set yourself up for success. Your campaign goes live and you have a great CTR (click-through-rate), but your conversion is low or even nonexistent.

Sound familiar?

A campaign can be executed flawlessly, but it’s important to remember that your sponsored ads are only as strong as the products featured in them. The ads exist to help lead a buyer to the product, but the product needs to sell itself once they get there. But how do you achieve this?

The answer is all in the quality of your listing and it’s detail page, and a high quality detail page will have the following elements:

1. Strong product titles. Your product title is your first impression with shoppers. It should be informative yet easy to read. Titles with too much information can appear tiresome, but titles with too little information may not hook your shopper.
2. High quality, zoomable images. Include four or more images showing your product from different angles, highlighting important details and features, and demonstrating how it can be used. They should be high quality and at least 1000 pixels in height or width as this will enable the zoom function allowing shoppers to get a closer look.
3. Clear and concise bullet points. Bullet points, like product titles, should strike the right combination of informational yet succinct. Focus on things like product contents, uses, dimensions, operational considerations, age rating, and skill level. This is also the perfect location to inject some of the most relevant keywords for organic discoverability and sponsored ad campaigns. Incorporating keywords you plan to bid on for ad campaigns will help your ads surface to more shoppers.
4. Helpful and detailed product descriptions. Where bullet points and product titles are meant to be kept concise, you can treat your product description as more of a narrative on your product — a place to tell the product’s story and how it can benefit a shopper. Be sure to use complete sentences and always check your grammar and spelling.
5. Relevant search terms. These can be added by leveraging the generic keyword field when listing or editing an ASIN. While we know how important relevant keywords are for individual campaigns, having relevant search terms entered into the generic keyword field helps support the organic discoverability of your product. Products with good organic discoverability often see better performing campaigns as well.
6. Educational A+ Content. This is available to advertisers who are enrolled in Brand Registry and can really help push a shopper who is just browsing, to actually purchasing. You can think of A+ Content as the store associate if your products were in a Brick & Mortar store. It is meant to tell a story about the product (and brand) while answering any potential questions a shopper might have.

Updating product pages is a lot of work and I know what you’re thinking — will this actually work?

But did you know that advertisers who applied at least one improvement recommendation for their product detail page saw a 29% increase in sales after one week, on average, when also advertising with sponsored ads.*

Based on that stat, I’d say it’s worth a try!

Check out the Amazon Ads guide on improving products for advertising and let us know what you think! And feel free to share your own experiences and suggestions when it comes to improving your product pages. What improvements have you made and what was the result?

* WW, 07/01/2022 to 12/31/2022. This is based on past data and does not guarantee future performance.