As we turn the page on another year, it’s the perfect time to revamp your eCommerce strategy and ensure that your Amazon PDPs (Product Detail Pages) are positioned for success.
Whether you saw a surge in sales during the holiday season or are gearing up for a fresh start, setting your Amazon PDP up for success is essential to maintaining momentum. But how exactly do you ensure your PDP is ready to thrive in the new year and beyond?
It starts with optimizing four key areas: Copy, Imagery, Backend Management, and Storefront. Each of these plays a vital role in the customer’s journey and, when perfected, can drive your brand’s growth.
At Hinge Commerce, a full-service Amazon marketing agency, we’ve been working with top brands to create high-converting Amazon PDPs that drive sales and increase visibility. Now, as we move into the new year, we’re sharing top Amazon seller tips so you can set yourself up for success.
Read on for an auditing guide and checklist of key strategies to optimize your PDPs.
Amazon PDP Audit #1: Copy
Make Sure Your Messaging is on Point
One of the first things that customers see when they visit your Amazon PDP is your product copy. Whether it’s your title, bullet points, or product description, every word on your page has a purpose. The goal is to communicate both the product’s benefits and its unique selling points while making sure it’s easy to find through search.
To ensure your copy is ready for the new year and new you, follow this checklist:
✓ Check Up-to-Date Rules, Regulations, and Fields
Amazon frequently updates its rules for product listings. These updates can affect everything from your product’s title to the fields you need to complete. It’s essential to stay on top of these changes to ensure compliance in your product category.
For example, Amazon may update certain required fields like the product description, key features, or material specifications. Review all fields for accuracy and completeness.
✓ Remove Holiday Messaging and Keywords
If your product descriptions and titles still feature holiday-specific language, now is the time to update them. Holiday messaging can quickly become irrelevant once the season has passed, and using such language can make your listings appear outdated.
Ensure that all references to specific holidays are removed, and replace them with messaging that speaks to year-round needs. Similarly, ensure that any holiday-related keywords are swapped out for more relevant, evergreen terms.
✓ Update Title, Bullets, and Keywords
The product title is a critical part of your copy and should include the most important keywords your customers are searching. Amazon uses titles as one of the key elements for ranking products in search results, and this is what shoppers see first. It’s essential to prioritize keywords that describe the product and match what shoppers are looking for.
Bullet points should outline the key features and benefits of the product. Use natural language that highlights what makes your product stand out and how it solves the customer’s problem. The product description should elaborate on these points, offering a more detailed look at the product’s specifications and benefits. Use keyword research to guide all of your PDP copy.
To learn how to improve Amazon SEO and build your brand’s voice, click here.
Amazon PDP Audit #2: Imagery
Visual Appeal and Accuracy Are Key
In eCommerce, a picture is worth a thousand words. When it comes to your Amazon PDP, the right images can help customers understand your product’s features and benefits in an instant.
As you move into a new year and new you, take a closer look at your PDP imagery to ensure it’s fully optimized for the best customer experience.
✓ Check Up-to-Date Rules, Regulations, and Fields
Just like with your copy, Amazon has strict requirements when it comes to product images. Ensure that your main image meets Amazon’s guidelines, which typically include requirements around image size, background color, and image clarity.
Additionally, Amazon has rules about the types of images you can use, so be sure that your images comply with these regulations.
✓ Remove Outdated Marketing Messaging
Just as you should remove outdated holiday messaging from your copy, be sure your images reflect these changes. If your images contain seasonal elements, replace them with more general, evergreen visuals.
The new year is also a good time to look for outdated content, old packaging images that need updates or removals, and any other inconsistencies in your branding.
✓ Analyze Competitor Imagery, Identify Gaps in Content, and Make a Plan
As part of your PDP imagery audit, take a moment to review your competitors. What are they doing well with their product images? What types of visuals are they using (e.g., lifestyle images, close-ups, infographics)?
By studying the competition, you can identify any opportunities to differentiate your product and make a plan to create new visuals that will keep you up-to-date with your competition’s eCommerce experience.
✓ Check for Accuracy and Completeness
Ensure that your images are accurate and fully represent the product being sold. This means double-checking things like nutritional labels, pack sizes, and any other essential details. If your product comes in multiple sizes or colors, be sure to showcase these options clearly in your images.
Additionally, make sure that all your visuals are displaying properly—check that none of your images have disappeared or been corrupted. A broken or missing image can seriously hurt your chances of converting shoppers.
✓ Check Mobile Compatibility
Amazon customers increasingly shop on mobile devices, so it’s essential to check how your images display on smaller screens.
Test your product images on various devices to ensure they look great no matter where shoppers are browsing. Images that are blurry or poorly cropped on mobile can result in lost sales.
✓ Include a Video
Video is an increasingly important tool for online shoppers. Including a product video on Amazon allows potential customers to see the product in action, which can drive higher conversion rates.
Videos should highlight the features of your product, demonstrate how it works, or even include customer testimonials. If Amazon allows videos for your product category, be sure to take advantage of this feature.
✓ Incorporate Cross-Sell Opportunities
If you’ve seen a sales boost for specific products over the holiday season, consider cross-selling them by adding related products to your PDP imagery.
Highlighting complementary products in your visuals can increase your average order value and help customers discover more of your offerings.
With so many visual capabilities available, now is the time to improve the design of your PDP. Click here to view some of our past creative projects for inspiration.
Amazon PDP Audit #3: Backend Management
Optimization on The Back End is Critical
Behind every successful PDP is an efficient backend operation. While your copy and imagery attract customers, your operational strategy ensures that your products are available, properly priced, and easily discoverable.
Here’s how you can optimize your backend management for a new year and new you:
✓ Check Empty Fields, Keywords, and Alt Text
One of the most important tasks on the back of your Amazon listings is filling out all the required fields, including alt text for A+ images and key product details. Empty fields or missing information can hurt your listing’s visibility and rank on Amazon.
Additionally, it’s critical to keep your keyword strategy up to date. Amazon’s algorithm relies heavily on the keywords you include in your product titles, bullet points, and backend search terms. By using the Top Search Terms Report from Brand Analytics, you can see what customers are searching for and incorporate missing terms into your listings.
✓ Use Brand Analytics to Leverage Data for Success
Amazon’s Brand Analytics tool provides valuable insights into customer behavior, including search queries and customer demographics.
Regularly review this data to adjust your keywords, product titles, and overall PDP strategy to better align with what shoppers are looking for. Use the tool to identify trends and capitalize on emerging search terms that are relevant to your product.
✓ Implement Better Inventory Control After the Holidays
One of the most critical aspects of your operational strategy post-holiday season is managing inventory. Striking the right balance is key.
Tentpole events like BFCM and Prime Day often inflate sales, and overstocking can lead to low sell-through rates, negatively impacting your Inventory Performance Index (IPI). At the same time, running out of stock can mean missed sales opportunities. Use historical sales data from similar periods to guide your inventory decisions, ensuring you’re prepared without overcommitting stock.
Leverage Amazon’s inventory management tools to track stock levels, set low-inventory alerts, and make data-driven adjustments. If a product runs out of stock, consider temporarily closing the listing to prevent further IPI penalties.
✓ Incorporate a Hybrid FBA and FBM Strategy
Amazon offers two primary fulfillment methods: Fulfilled by Amazon (FBA) and Fulfilled by Merchant (FBM). A hybrid strategy that uses both FBA and FBM can help you maintain better inventory control and avoid stockouts. FBA allows Amazon to handle fulfillment, shipping, and customer service, while FBM gives you more control over your inventory.
Running both FBA and FBM listings ensures that if you run low on stock for one fulfillment method, you can continue fulfilling orders through the other. This is particularly helpful when there are inventory delays or if you’re expecting a high volume of orders. Click here to learn more about finding your best fulfillment solution.
Amazon PDP Audit #4: Storefront
Create an Engaging and Up-to-Date Brand Experience
Your Amazon storefront is a powerful tool for showcasing your brand and building a lasting connection with customers. It serves as your digital shop on Amazon, and it’s crucial to ensure that it’s up-to-date, engaging, and fully optimized.
Here’s a quick checklist for achieving a new year and a new you on the storefront level:
✓ Check Up-to-Date Rules, Regulations, and Fields
Just like with your individual PDPs, your Amazon Storefront must comply with Amazon’s rules and guidelines.
Make sure that your storefront reflects the latest requirements and takes full advantage of the tools Amazon offers, such as customizable pages and multimedia content.
✓ Refresh Holiday Messaging and Highlight Popular Products
The post-holiday season is an excellent time to refresh your storefront. Remove any holiday-specific messaging and update your banners and promotions to reflect year-round offerings.
If you’ve introduced new products or updated your strategy, highlight these changes in your storefront to keep your content fresh and engaging. Remember to also focus on products that sell based on sales history and performance.
✓ Analyze Competitor Storefronts
Stay ahead of the competition by regularly analyzing Amazon top sellers’ storefronts. Look at what other brands in your category are doing with their storefronts and find ways to differentiate yourself.
Whether it’s through better visuals, customer engagement, or storytelling, your storefront should stand out.
✓ Utilize New Store Builder Features
Amazon’s Store Builder tool regularly releases new features that can enhance your storefront. For example, the new recipe builder feature can help you create interactive content that appeals to your audience in the food and beverage category.
Take advantage of interactive storefront features to improve the customer experience and increase engagement. There are so many fun options available. Click here to view Amazon’s Storefront 101 Guide.
✓ Add Social Media Features for Your Storefront
Amazon storefronts now include features that mimic social media platforms, such as “Follow” buttons and a section for posts.
Encourage customers to follow your storefront for updates, new product releases, and promotions. This builds customer loyalty and keeps your audience coming back.
To learn more about maximizing your Amazon storefront, click here.
Set Yourself Up for Amazon PDP Success with Hinge Commerce
By focusing on these four key areas—Copy, Imagery, Backend Management, and Storefront—you can ensure your Amazon business is set up for success in the new year and beyond.
At Hinge Commerce, a full-service Amazon marketing agency, we specialize in helping brands optimize their PDPs, streamline backend management, and create compelling storefronts that drive sales and improve brand presence online.
Whether you’re looking for help with keyword research, imagery, FBA and FBM strategies, or a storefront design, Hinge Commerce is here to help you thrive. Don’t let another year pass without optimizing your Amazon presence. Let’s make this your most successful year yet.
Ready for a new year, new you on Amazon? Contact us for a consultation.
