The Anatomy of an Amazon Product Detail Page: A Comprehensive Guide

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The Amazon product detail page is a critical component in the success of any Amazon seller on the platform. It is the primary interface between the seller and the buyer, providing detailed information about the product and its features. Creating a compelling product detail page is essential to driving sales and building customer trust.

In this comprehensive guide, we will look at the anatomy of an Amazon product detail page, covering every aspect, from product titles to customer reviews, and provide best practices and optimization tips on some sections to maximize sales and increase customer satisfaction.

Overview of Amazon Product Detail Pages

The product detail page contains information about a specific product resides, including the title, images, and product features in bullets. To make it easier for Amazon customers to find, compare and purchase items, we’ve attached all sellers’ offers for a product into a single product detail page. This would save the seller from recreating detailed pages already part of the Amazon catalog.

Amazon includes all the variations of the products, such as size, color, pattern, and other attributes on a product detail page, too, so customers can easily choose between product versions.

What are the Major Elements of the Amazon Product Detail Page?

Product Title or Name

This is the product name that appears at the top of the Amazon product detail page. It is usually composed of a concise description of the item. A good title describes the product clearly and succinctly and keyword research.

When creating a title, include the brand product type. Be concise when creating a product title. Use at most the recommended number of characters and spaces in the style guide for the product category.


Images are another key element of the Amazon product detail page. They catch the customer’s attention and provide visual information about the product. Every product detail page requires at least one main image which is displayed as the customer search. Amazon recommends adding other images to show the product when in use, at different angles, or with different features engaged.

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When selecting images:

  • Select a product against a pure white background. This is required for the main images.
  • Have the product fill 85% or more of the frame.
  • Use professional photographs whenever possible for main images.
  • Using images at least 1000 pixels on the longest side and 1600 pixels or more works even better for zooming in on a product.
  • Upload JPEG if possible.

Men’s and Women’s clothing – show the product on a human model, especially for main images. Don’t use blurry or pixelated images

Kids and baby clothing – don’t show the product with a human model

Key Attributes

The key attributes are listed below the product title to help customers evaluate the products. The product overview includes a brand name, dimensions, and color and sometimes includes details that help distinguish one product from others in the same category.

“About this Item” Bullets

“About this item” bullets are the top-line product qualities of your item and are found below the key attributes. It helps highlight a product’s design, special features, or uses.

When creating “About this item” bullets:

  • Start with a one or two-word description, then follow by explanations in 100 characters or less.
  • Do not write in full sentences but in fragments only.
  • Capitalize the first letter of each bullet.
  • Ensure to follow the don’ts used for the product title.

Product Description

Product descriptions can have up to 2000 characters and include images. It is an opportunity to help customers imagine owning your product.

When creating a product description:

  • Describe significant features like size and style, and illustrate how the product is used.
  • Do not use fragmented words but use complete sentences. Include dimensions, care instructions, and warranty information.
  • Discuss the product features and benefits, focusing on unique properties.
  • Ensure to follow the same list of don’ts used for product titles and ‘about this item’ bullets.
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A+ Content

A+ content, or Enhanced Content, is a premium feature for Amazon sellers to enhance their product detail pages. It allows an Amazon seller to add multimedia content such as images and videos, providing customers with a more engaging and informative shopping experience.

When creating A+ content:

  • Identify your target audience and understand your customer’s needs and preferences.
  • Highlight the unique selling points of your product.
  • Use engaging keyword stuffing to capture the attention of customers.
  • Use headings and bullet points to make it easy for customers to navigate your content.
  • Ensure your content is optimized for mobile devices, as most customers shop on Amazon using mobile devices.

Other elements of the product detail page

  • Product Pricing

This is the product’s price, along with any discounts or offers that may be available.

  • Product Reviews

The product reviews are usually found at the bottom of the Amazon product detail page below the product description. In addition, there are reviews and ratings from customers who have purchased and used your product.

  • Product Q&A

The product Q&A section on the Amazon product detail page allows the customers to ask questions about the products and receive answers from both other customers and the seller.

  • Sponsored Products

This section in the Amazon product detail page advertises for related products that third-party sellers sponsor.

  • Related Products

Related products are suggestions for other products that the customers view.

The buy box is a call-to-action button on the Amazon product detail page that allows customers to add the product to their cart or purchase it immediately.

This section details shipping costs, estimated delivery times, and shipping options available to customers.

  • Inventory/Product availability

This section will show whether the product is currently in stock and how quickly it can be shipped.

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  • Frequently bought together

This section will show products often bought together with the product being viewed. In addition, it displays a list of complementary or related products that customers may be interested in purchasing alongside the current product.

  • Product Information

This section provides essential product details such as weight, dimensions, reviews, best sellers rank, manufacturer, and the date the product became available.

The product detail page’s product comparison chart allows customers to compare the features of similar products side-by-side. In addition, this section enables the customer to compare prices and other product-identifying information. This section is located below the product information and reviews section and is labeled “Compare with similar items.”

  • Product Badges and Labels

It is a section on the product detail page that displays various badges and labels, such as “Amazon’s choice,” “Bestseller,” and “New Arrival,” that have been assigned to the product. These badges and labels indicate the product’s specific features, certifications, or customer benefits.

  • Product Promotions

This section on the Amazon product detail page displays any current promotions or deals the Amazon seller offers for that item.

  • Product Warranty

The product warranty on the Amazon product detail page displays any warranty or guarantee information for the product. This section is located below the product price and is labeled “Warranty and Support.”

  • Returns and Refunds

This section on the Amazon product detail page provides information about the seller’s return policy for the product. This section is below the product warranty and labeled “Returns and Refunds.”

What are the Rules and Policies of Amazon when creating the product detail page?

Amazon has implemented specific rules and policies on the product detail page that are subject to changes that sellers must follow strictly.

General Rule on Amazon Product Detail Page

  • Refrain from using HTML, Javascript, or other code; follow the relevant style guides instead.
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  • Do not include content with obscene and offensive materials, links, or contact details, revealing essential plot details, requesting reviews, and advertising.
  • Your product must be categorized and described accurately.
  • Avoid duplicating pages for the same product with an existing detail page.
  • You must create a new product detail page for products or versions of that product.
  • Only a valid “variation” related to the primary product can be created.

Amazon’s Policies for writing listings

  • Strictly follow the relevant style guide when listing a particular product. You can check the general rules for all products in the Amazon Services Quick Start Style Guide. Other products may have additional style guidelines. Check the full set at Templates for Specific Categories.
  • Avoid using HTML, JavaScript, and other types of codes in the product detail pages. Exemptions such as using line breaks </br> in the description may be applied.
  • The following are strictly not allowed in the product page titles, descriptions, bullet points, or images:


  • The product title should not be over 200 characters including spaces and this applies to all categories. Check the Templates for Specific Categories for details and other limitations in some categories.
  • The Amazon listing standards must be followed for any products sold on Amazon. Failure to comply could create a negative customer experience and may result in temporary or permanent removal of your selling privileges. This includes but is not limited to the following:


Amazon’s Policies for adding detailed pages


Amazon’s Policies for editing detailed pages


What is Amazon SEO?

Amazon SEO refers to the process of optimizing product listings on Amazon to improve their visibility and ranking in Amazon’s search results. The goal of Amazon SEO is to make it easier for customers to find and purchase a particular product on Amazon.

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Amazon SEO involves various strategies, such as optimizing product titles, descriptions, bullet points, images, and backend keyword stuffing. These strategies aim to improve the relevance and search results of the product listings for search engines and make them more appealing to customers.

Some factors affecting the ranking of product listings on Amazon include using relevant keywords, conversion rate, customer reviews, pricing, and fulfillment method. By optimizing these factors, sellers can improve their product rankings, and organic traffic and increase their sales and revenue.

How to Optimize the Amazon Product Detail Page to Improve Your Conversion Rate?

Optimizing your Amazon product detail page can significantly improve your conversion rate and boost sales. Below are some optimizing tips for your product detail page:

High-quality images

Taking the next level to improve product images can help your customers see the product details and make an informed buying decision.

Compelling Product Titles

The product titles should be clear, concise, and descriptive. In addition, you should use relevant keywords so that online shoppers search for a product.

Informative Product Descriptions

All the necessary information that customers search for in a product should be in your product descriptions. Highlight the key features and benefits it can provide.

Use bullet points

Break down the key features of your product into bullet points to make it easier for potential buyers to read and scan.

Encourage Customer Reviews

Positive reviews can help boost your sales and improve your search ranking. Encourage customers to leave a review after purchasing your product.

Use Amazon’s A+ Content

A+ content allows you to enhance your product detail page with additional product images, videos, and other product features.

Pricing and promotions

Promotional and pricing information are critical factors in a customer’s purchase decision. Therefore, ensure that your product is competitively priced, and if possible, offer discounts and promotions to entice potential customers to buy.

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Shipping and Delivery options

An Amazon seller should provide accurate and precise shipping information and delivery options, including shipping fees, delivery lead times, and tracking information. Offering free shipping can also be an effective way to attract more sales.

Product Variations

If your product comes in different colors, sizes, and other variations, ensure that customers can easily navigate and select the desired option.

Trust Signals

An Amazon seller should include trust signals such as security badges, customer reviews, and return policies to build trust with potential customers and alleviate any concerns they may have about purchasing from you.

Mobile Optimization

More customers are shopping through mobile devices. Thus, your product must be optimized for mobile. Ensure that your page is mobile-friendly and easy to navigate on smaller screens.

Winning the Buy Box

The buy box feature can significantly impact your conversion rate. To optimize your buy box, you must maintain a competitive selling price and high seller metrics and manage inventory to maintain sufficient stocks. Winning the buy box means that your product is the default option for customers to buy and can lead to increased sales and visibility.

What are Amazon’s SEO tools to Help Optimize Your Product Detail Page?

Enhanced Brand Content or A+ Content

Amazon provides this tool to their sellers to help optimize their product detail page and improve product visibility and get more sales.

EBC or A+ content allows sellers to add rich multimedia content such as images, videos, and text to their product detail page, giving customers a more detailed and engaging shopping experience.

In addition to that, EBC or A+ content can also help improve a product’s search ranking on Amazon. By including relevant keywords and phrases in the content, sellers can make their products more discoverable to customers searching for similar products.

Listing Quality Dashboard

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The Listing Quality Dashboard provides a detailed analysis of a product’s listing, including information on keywords, images, and product descriptions. The dashboard also provides recommendations on improving the listing, such as adding keywords, optimizing product images, and improving the product description.

Manage Your Experiments Tool

This tool allows sellers to test changes to their product listings and measure the impact of those changes on their search ranking and sales. Sellers can test variables such as product titles, descriptions, and images to see which performs best with customers.

Seller Central Partner Network

This is a network of service providers and consultants that Amazon has partnered with to offer services to Amazon Sellers. While the Partner Network does not provide an SEO tool for optimizing product detail pages, it offers various services and tools to help sellers improve their Amazon selling experience.

Amazon Selling Coach

Amazon’s Selling Coach is a tool that provides sellers with personalized recommendations on improving product detail pages based on their sales data and other performance metrics.

Seller University

Seller University is not an SEO tool but an educational resource for sellers on the Amazon platform. The Seller University provides a range of training materials and resources to help sellers learn how to use the Amazon marketplace effectively, including optimizing product listings.


In conclusion, understanding the anatomy of an Amazon product detail page is crucial for both sellers and buyers on the platform. A well-designed product detail page can help sellers increase their sales and improve customer satisfaction, while buyers can use the information provided to make informed purchasing decisions.

In addition, optimizing your Amazon product detail page is critical to increasing the visibility of your products and boosting sales. By taking advantage of the SEO tools to optimize your product detail page, sellers can give their products the best chances to succeed on Amazon and increase sales.

Frequently Asked Questions

What is the product detail page?

The product detail page is the page on Amazon where customers can find information about a particular product. It includes product descriptions, images and videos, customer reviews, price, shipping and delivery options, return policies, and more.

How do I write a compelling product title and description?

When writing your product description and title, focus on being descriptive, highlighting your product’s benefit, using keywords and search terms, and keeping the information concise and easy to read.

How important are product images on a product detail page?

Product images are essential on a product detail page because they give customers a visual representation of the product and can help to increase sales and reduce returns.

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