Natalie Witham, Amazon Strategist, gives her tips:
How To Make Your Amazon Pages Stand Out –
Amazon has over 9.7 million sellers globally, of which 2 million are actively selling on the platform. That is A LOT of competition, but the good news is Amazon also makes $1.4 billion in sales PER DAY. There are over 310 million active users globally, 230 million of which are from the United States, and the odds are, you are likely one of them...and your friends, your mom, your neighbors and even your dog. The question isn’t if your brand should be on Amazon, the question is, how do you stand out compared to your competitors?
Live In the Correct Category –
We always explain to brands that Amazon uses categories and sub-categories for product classifications. For example, if you are selling basketball shoes for men, your main category would be under Clothing, Shoes & Jewelry 🡪 Men 🡪 Shoes 🡪 Athletic 🡪 Team Sports 🡪 Basketball. It is very important that you list your products under the correct main and sub categories to ensure your customers find you more easily.
Pro Tip: If your products are more niche, make sure to do research to find out what sub category makes the most sense. (We can help with this).
Keywords, Keywords, Keywords –
Keywords are important on Google, your website, Amazon, and technically even highway exits. If you are selling blankets, you probably wouldn’t add dog food in your titles. Instead, you’d likely add “soft blankets, cozy blankets, large blankets, and easy to wash blankets”, throughout your pages, especially in your titles and bullets. An easy rule to follow is to first put your most important / searched keywords in your title, and add other relatable keywords throughout your bullets.
Pro Tip: Seller Central has an option for sellers via brand analytics to see the top keywords for a given period of time. For example, in January 2025 some of the top keywords were: kindle, paper towels, toilet paper, eggs, beast games, air pods, Stanley cup and #1 being “Wicked”.
Product Detail Pages aka PDP’s –
PDPs are the pages that display information about the product including, titles, bullets, images, price, add to cart, etc. aka where you decide if you want to purchase a product or not. According to data, consumers spend on average 10-20 seconds or less on pages when browsing. This means you must stand out quickly in order to convert a page view to a sale. There is a ton that goes into this but key call outs are below:
Brand Name: Have your brand name at the start of your title, easy brand recognition
Titles: Make sure your title has your most valuable keywords. It is important to have call outs that customers will care about and what sets you apart from competitors
Main Image: make sure it is clear and shows exactly what the customer will be getting, these must be on a pure white background to stay compliant with Amazon guidelines
Images: Depending on your product, it will differ what is important to showcase. But the overall rule is to stand out, show customers why they should buy our product and have eye catching graphics that show you are professional and a legitimate product
Bullets: You have 5 bullets to call out any additional information, it is best to keep it to the point as many consumers don’t read paragraphs while shopping on Amazon
A+ Content / Brand Store –
A+ Content lives above the reviews, so consumers past this when scrolling to see what other customers are saying. A+ Content allows brands to add images, videos, text and comparison charts of other products you may be selling. This allows you to showcase product benefits, features, answer common questions and add information you perhaps couldn’t fit in your images on the PDP page. As for your Brand Store, think of this as your mini website on Amazon. Customers can get to your brand store from a link near your title or from your brand story. The best way to stand out on both these features is to have clickable CTA to get customers back to your PDP to hopefully convert to a sale, while also telling them more about your brand overall.
Good Reviews -
We all know how important it is to have good reviews. You likely won’t be eating at a restaurant with a 1-star review and the same goes for purchasing a product that has a low rating and barely any reviews. As humans, we love to trust strangers on the internet, because the truth is, it is kind of our only option when searching for something new. With Amazon, it takes time to gain reviews and Amazon is very strict on making sure each review is authentic. We always recommend brands enroll in The Vine Review Program which allows Amazon Vine Reviewers to receive your product for free in exchange for an honest review. We’d love to share more information on how best to do this!
At the end of the day, there are a TON of factors that go into being successful on Amazon, such as, brand awareness off of Amazon, pricing compared to competitors, how saturated your category can be, your Amazon advertising strategy and monthly spend, trends, avoiding out of stock, and who is managing your Seller Central account. Amazon is the largest online retailer and is likely here to stay for a while. So, if you want to follow where your customers are going and be successful while doing so, consider these tips when selling on Amazon!
Sources: stats in first paragraph
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