There have been many articles discussing the ideal product page on Amazon (and to a slightly less degree other retailers). The advice typically recommends having a certain number of images, bullet features, description length, etc. In the case of Amazon specifically, most folks would also recommend having an A+ page (or EBC for brands on Seller Central). We think this advice is great and in fact even make it easy to track these guidelines for your own content via Copybox, our content monitoring tool.
However for this post I wanted to explore what’s actually available now on Amazon. To that purpose, we examined 30,000 product pages across multiple categories and examined the number of images, features, description length, title length, and page types (A+, etc.).
How many Images are There?
Let’s take a quick look into the number of images a typical product page has.
Surprisingly what we see is that the largest number of listings only include a single image. Typically you’ll want to see at least two to three images, so it looks like there’s still quite a bit of work to do. The good news is that the rest of the product pages have somewhere between two and seven images.
How about the number of feature bullets? Here the picture looks a bit different. We can see right away the greatest number of pages has five feature bullets (about a third).
This is a pretty good result as most people advise having approximately five bullets. About two-thirds of the pages have five or more so overall most of the pages surveyed are in pretty good shape. Even the ones with fewer than five have mostly three or four so not too bad. Unfortunately about ten percent of the pages either only have a single feature or no features at all.
What about the title length? We often see recommendations that brands utilize the maximum 500 character length for the product titles. This makes a lot of sense since a great title can helps customers understand what they’re purchasing and improve overall discoverability.
For this analysis, we binned the title length by ten characters. So, for example, the first bin includes pages that have a title between zero and ten characters. The second bin includes pages between ten and twenty characters, etc.
What we see here is a smoother gradation than the previous image and feature analysis. A large number of products have between 30 and 80 characters. Here’s a great example from Peet’s Coffee that has exactly 80 characters.
Peet's Coffee Peetnik Pack Brazil Minas Naturais, Medium Roast, Ground 20oz. Bag
So while most products don’t take advantage of the full 500 character limit, most of the titles are of fairly reasonable length (with perhaps a tendency to be on the shorter side).
Amazon provides vendors and sellers with the ability to create enhanced content that includes additional space for images and a more detailed description. On Vendor Central this program is called A+ while for Seller Central this program is known as Enhanced Brand Content (with the note that EBC is more limited than A+).
While it does cost extra for brands to create these special pages, it does present an opportunity for brands to showcase their products in more detail and may lead to increased sales. So approximately how many pages have this extra content?
We can see that slightly more than 25% of the pages are either A+ or EBC. Overall not too bad, but clearly there’s some room for improvement here.
Now let’s taker a look at the actual product descriptions. Specifically let’s take a look at the overall length of the description. To simplify matters we’ll just focus on the non-enhanced pages (i.e., plain pages).
Like the title analysis, we’re going to group the lengths into bins of 100 characters. So that means the first bin will include pages that have between zero and 100 characters, etc.
We can immediately see that a large number of products have between 100 and 300 character descriptions. While Amazon does allow for longer descriptions anything between 300 and 400 characters is probably ideal. So overall it looks like many descriptions are erring on the slightly shorter side.
In this post we examined the product pages for 30,000 products on Amazon. We took a look at the number of images, bullet features, title length, page types, and description length. Overall the number one thing that needed improvement was the number of images, with a significant number of products having a single image. With respect to the other content elements, most products had slightly less than ideal content. Most weren’t in terrible shape so just a bit more work should get those pages in shape.
Thanks for reading, and if you have any questions or if any of this analysis piques your interest just send us an email at firstname.lastname@example.org.