There are many factors that impact the exposure of your product on online shopping channels – your rating or reputation, your bid, your selling price, and so on. But when all of those other factors are essentially the same, there’s still one thing that sets you apart from the competition: the quality of your product data.
Think of it this way. You and a competitor are both selling the same product for $29.99. You both have 5-star ratings from past customers. But while the other guy’s info is relatively basic, your products have fuller titles with better keywords. Your descriptions are more detailed and well-rounded. Your categorization is deeper and more precise.
Which product is Amazon going to choose to showcase? Yours, hands down.
So what can you do to flesh out and improve your product data for greater exposure?
1. Visit the product's manufacturer's site.
This is usually the best source for product information. Many manufacturers sell the products directly to consumers themselves, so they often have a wealth of details available.
If you checked the manufacturer’s website initially but it’s been a while, go back. Product pages are often changed, particularly if the product has been updated since you first started selling it.
Really want to go the extra mile? Contact the manufacturer directly to see if there is any additional information they can provide, such as brochures or other sales materials.
2. Look at what customers are asking.
Amazon offers a “Customer Questions and Answers” section so that users who previously purchased a product can help guide those who are considering it. This is a great resource when you’re looking for ideas to flesh out your product information.
By incorporating the information in your product description, you can correct errors and give prospective customers the peace of mind that they’re receiving accurate information about what they need to know.
3. Include specific measurements and sizing information.
Some of the most common questions you’ll find in that “Customer Questions and Answers” section are related to size. This can be hard to tell from photos alone.
Take the time to measure everything. That includes the box, the product, each item contained in the product, and so on. Don’t neglect the weight either. Weigh the box with everything in it, the product as a whole, and each individual item if there are several.
Selling internationally? Provide comparative sizes for other countries. The more detailed you can be, the better.
4. Look for empty optional fields.
Shopping channels require you to fill out certain fields for specific products before you can even list them – and that’s where a lot of businesses stop.
Don’t be like these sellers. After you’ve filled out everything that’s required, start working on the other fields. For example, Amazon categorizes fields as “required,” “desired,” or “optional,” depending on your product type. Start by filling out those “desired” fields and then move to “optional” from there.
5. Look at what info competitors are providing.
English writer Charles Caleb Colton said “Imitation is the highest form of flattery.” Where product data is concerned, you should definitely take this to heart.
After you’ve taken what details you can from the product manufacturer, peruse the product pages of your competitors to see if they have anything above and beyond this. If they do, add it to your product page as well.
6. Hire a copywriter.
Product manufacturers can use copywriters to create product descriptions (and other product data) designed to catch the attention of potential buyers and get them to convert.
Not only can they help you write better quality product data, a good copywriter can help you uncover additional details you should be providing by asking you the right questions.
7. Automate the process.
Following the above tips for dozens – or even hundreds – of products can be prohibitively time-consuming and costly since you are attempting to do it manually.
That’s where GoDataFeed can help. One of our key focuses is data optimization. In particular, our platform can edit listings in bulk, pinpoint “desired” fields that are missing data, and automate the process of supplementing product data on Amazon using our Digital Product Warehouse. This can save you time, increase the accuracy and detail of your listings, and ultimately improve your exposure and, thus, sales.
