While many popular shopping platforms list product pages by seller—including Google Shopping and eBay—on Amazon.com, items are consolidated at the product-level. This customer-focused design aims to offer all shoppers a better, more informed user experience.

A robust, thoughtfully and strategically optimized Product Detail Page (PDP) provides shoppers the most relevant available information about any given item—no matter how many vendors or sellers are offering it, or who they ultimately purchase from. When optimizing a PDP for the best user experience, think of what information you would want or need to know before making a purchase. What angles would you like to see covered in the accompanying images and videos? Once you have a PDP that you’ve effectively ‘sold yourself on,’ it’s ready for Amazon shoppers at large.

But the benefits of a well-optimized PDP begin long before the click, helping ensure a product is returned in the organic search results for relevant queries. Product detail pages also influence which searches your Amazon ads appear on, making optimization crucial from all marketing and traffic angles.

Once the click is secured, accurate, informative PDPs get to work helping close the sale, giving shoppers all the needed information to make a confident purchase. Suffice it to say, they’re a crucially important aspect of selling on Amazon!

In this article, we’ll explore Amazon Product Detail Page elements and benefits, including how to create them, Detail Page anatomy, rules and guidelines, optimization tips, and more.

What is an Amazon Product Detail Page?

Amazon Product Detail Pages (PDPs) are product-specific landing pages on the Amazon app and Amazon.com that are designed to inform customers of all product attributes, gain trust through detailed content, display current selling price, and provide options for the customer to convert.

Amazon PDPs are different from typical ecommerce website product pages in a number of ways, including but not limited to:

  • Customers are often given multiple buying options, including purchasing from different sellers and vendors. These different sellers may be offering the same item at different prices, and/or using different shipping methods, which can include differing costs and delivery timelines
  • Customers are given more helpful factors to consider than they would on most ecommerce websites. These might include being shown what other items customers who bought an item also purchased, which items are frequently bought together, deals on related products, products that are related to the item being viewed, and more
  • When a newer version of a product exists, that will often be highlighted on the PDP for the older version. This helps ensure customers who want the latest version make the right choice the first time. Variations also provide customers with robust options and information to aid in making the right purchase

These focused pages contain all the most important information about a specific product in one location, including:

  • Brand name
  • Brand logo
  • Product name
  • Manufacturer
  • Model number
  • Country of Origin
  • Product dimensions and weight
  • Amazon Standard Identification Number (ASIN)
  • Quantity of product in stock
  • Product images and videos, including A+ content
  • Pricing info (including MSRP vs. selling price, Subscribe & Save eligibility, highlighted featured and temporary deals and discounts)
  • Key features (bullets)
  • Expanded product details, including how-tos and assembly info
  • CTA buttons like Add to Cart and Buy Now
  • Information about shipping and return policies
  • Customer Rating and reviews
  • Best Sellers Rank
  • Customer Q&A
  • …and more!

Amazon’s search algorithm considers many factors—both known and unknown—including things sellers can and cannot control. The algorithm is continually adapting based on personalization logic, with a consistent primary goal—to surface the best product to satisfy a customer’s search.

Many factors impact Amazon’s organic rank algorithm, including direct factors like text match relevancy, availability, and price. Influential indirect factors include fulfillment method, customer reviews, images, A+ content, advertising, and promotions.

In this article, we’ll be focusing on inputs you can control when setting up your product listing. Accurate catalog data, optimized copy, and impactful imagery are foundational to successfully selling on Amazon.

Benefits of a Good Amazon Product Page

The ideal Amazon product page can help consumers make the ultimate buying decision, with enticement, education, encouragement, and opportunity all rolled into one.

With a properly crafted Amazon product page, you can:

Increase your overall number of impressions (aka glance views). Optimized pages can generate more traffic because they typically rank higher in Amazon’s search results. By ensuring your page adheres to best practices, you have a greater potential of getting your product in front of more people.

Boost conversion rates. Amazon detail pages that outline the features and benefits of a product and erase consumer uncertainty about things like shipping time and return options. When shoppers press that Buy Now button with confidence, your conversion rates are bound to increase.

Improve customer experience. Shopping should be fun! Or at least stress-free. Optimize your Amazon PDP and consumers will not only have everything they need to make a decision, they’ll be also more likely to enjoy the browsing and buying process, too.

How to Create Amazon Product Detail Pages

Follow these steps to create a new Amazon PDP:

  • Sign in to your Amazon Seller Central Account
  • Navigate to the Inventory tab and click “Add a Product” from the Inventory drop-down menu
  • Either add a product using the “Find Your Product” search function (for products already on Amazon) or click “I’m adding a product not sold on Amazon” to create a page for a brand-new item
  • Select the appropriate category for your product, such as Appliances or Baby Products. Choosing the right category is important for a number of reasons, but at this stage, it will impact the data fields you’re provided with to add product details to
  • Add all of your important product details, such as a product description, key features and product images

Anatomy of an Amazon Product Detail Page

Amazon PDP Marked-Up Example Image highlighting where different elements are on the page

Image URL: https://www.amazon.com/Champion-Womens-Powerblend-Relaxed-Black-Y08113/dp/B095GS7KZ3/

Like most elements of the Amazon Marketplace, Amazon’s product pages are designed to maximize conversions. Product details and additional information on the page are selected based on what Amazon anticipates will add more value for the consumer and increase the likelihood of a purchase.

Some PDP elements will naturally vary from page-to-page depending on the particular item being sold. For example, certain clothing items will show they are available for prime try before you buy, while that field wouldn’t apply to / be shown for most products.

Below, we’ve highlighted some of the common elements included on most PDPs…

1. Product Category: A product’s categories and subcategories appear near the top of the product detail page. Sellers should ensure their products are in the correct category for accuracy and optimal discoverability.

2. Title: The main title area is where the name of the product is displayed.

3. Brand: The brand name of the product is shown here.

4. Visit Store Link: For brands that have an Amazon Store, shoppers are given the option to click to their Brand Store homepage.

5. Images, Infographics and Videos: By default, a PDP will show up to 7 images, or 6 images and 1 video, though more can be uploaded. Your first image will become the default product image for the main thumbnail, and shoppers can view other images by hovering over them. Infographics can be especially beneficial in quickly highlighting the features and benefits of an item without requiring extensive reading, driving quick but informed purchase decisions. Videos included in product detail pages can be no longer than 20 minutes.

6. Product Rating: This is the average rating for the product based on all the product’s Amazon user reviews, represented on a scale of one to five stars.

7. Badges: These are small graphics that appear on your listing and are controlled by Amazon. Examples: Amazon’s Choice badge, Best Seller badge

8. Price: This field shows the price of the product from the seller that’s currently winning the Buy Box, or a price range based on varying factors.

9. Availability: This notes if the product is in stock or low stock, providing an anticipated date of availability if out-of-stock.

10. Seller and fulfillment method: This indicates which fulfillment method the seller winning the Buy Box is using.

11. Color: This is the color for the parent product on the PDP.

12. Variation options: Here you’ll find all available options for the product you’re currently viewing. For example, if the same exact style of microfiber couch you’re viewing is also available in a faux leather, velvet, or linen material, those additional variations can be found here.

13. Size: This lists the size of the parent product. (ex. 20-ounce, large)

14. Product Features / Key Features: These are the bullet pointed product information highlighting the primary features of the product. Note: These features are aggregated by Amazon, and may have been provided by others, even if you’re currently winning the Buy Box.

15. Product Description: The longer description area lower on the PDP allows you to expand on the information provided in the Key Features section above the fold. This section does not need to use bullet points.

16. A+ Content: Like an enhanced product description, Amazon sellers can use A+ Content to provide shoppers with high-quality product images, infographics, comparison charts and more.

17. Buy Box: This is the CTA on the right side of the page which leads shoppers to purchase the item on the product page. It also reiterates the product’s price and provides shipping information, Prime eligibility, and product availability.

18. Other Sellers on Amazon: This box below the main Buy Box features additional sellers who sell the main product featured. Depending on the listing type, this may also appear as “New & Used from.”

19. Product Details: This section provides basic product information, such as dimensions, the ASIN, date first available, Best Sellers Rank, and more.

20. Customer Questions and Answers: The customer Q&A provides an open forum for customers to ask questions, which can be answered by other customers or by the brand.

21. Frequently Bought Together: Amazon compiles products it deems similar, relevant or complementary to your purchase that other customers frequently purchase along with the item you’re viewing in this section.

22. Customers Who Bought This Item Also Bought: This section features items which were previously purchased by Amazon shoppers who bought the item you are viewing.

23. Sponsored products related to this item: While this field can appear under a few different names, it always appears with the “Sponsored” tag. These are paid placements from other sellers that appear on your product detail page.

24. Customer reviews: Last but not least, genuine user-generated reviews are shown near the bottom of your PDP, rating your product on a scale of one to five stars.

Rules & Guidelines for Amazon Product Pages

There’s a considerable set of rules and guidelines sellers must follow to ensure that their product listings are in compliance with Amazon policies. Here’s an overview of the criteria Amazon sellers need to follow:

General Rules

  • Follow any relevant style guides and don’t use HTML, JavaScript, or similar coding languages, except to create line breaks with <br> in the description
  • Don’t include any inappropriate content, such as offensive or indecent materials, links or contact information, spoilers, reviews or requests for reviews, and advertising
  • Describe and categorize your products accurately so shoppers know exactly what to expect
  • Don’t make copies of a product page that already exists, only making new pages for new products or product versions
  • Only include product variations that are truly variations of the primary product you’re selling and not a different product

Rules When Creating Listings

  • Adhere to the appropriate style guide for the product you’re listing. General rules that apply to all products can be found in the Amazon Services Quick Start Style Guide. For information on products that might have additional style guidelines, visit Amazon’s Templates for Specific Categories page
  • Don’t include certain types of content. This includes obscene or offensive text and images, contact information, pricing or availability details, spoilers, reviews or testimonials, advertising, watermarked images, time-sensitive information and more
  • Capitalize only the first letter of each word and avoid links to external sites for orders or shipping offers
  • Product titles must not contain more than 200 characters, including spaces. This upper limit applies to all categories, with some categories having a lower character limit. Mention the most important elements in order in your title, keeping in mind that displayed titles are typically shorter for mobile shoppers. See the above-linked Templates for Specific Categories for more details
  • All products must be accurately categorized. If you’re not sure how to categorize your products, Amazon offers Product Classifier, Browse Tree Guide, and ASIN Creation Policy help pages
  • Use clear and descriptive language when writing product titles, descriptions, and bullet points
  • Follow Amazon’s image standards and any category-specific image guidelines when uploading product images. For more details, review Amazon’s product image requirements
  • Include any necessary additional items required for the product’s proper functioning on the product detail page (for example, mention that a product takes AA batteries and whether they’re included)

Rules When Creating Product Detail Pages

  • Don’t include information that violates the intellectual property (IP) rights of others – see Amazon’s Intellectual Property Rights for Sellers page
  • Don’t use Amazon’s Add a Product, inventory files, and Amazon Marketplace Web Services (Amazon MWS) listing APIs for any other purpose than listing products on Amazon
  • Only use verified product identification information (such as UPC codes) in product detail pages
  • Don’t duplicate product detail pages for products that are already available on the Amazon marketplace
  • Don’t cross-promote or cross-merchandise other products on product detail pages
  • For Books, Music, Videos, and DVDs (BMVD), use a single product detail page to promote each individual product. Bundles of BMVD products should have a unique ISBN, UPC, or EAN that differs from the product identifier of any single item in the bundle, as defined by the publisher or manufacturer

Rules for Editing Product Detail Pages

  • Detail page updates should better or more accurately describe the product, truly enhancing and building on the originally listed information. Permissible updates include the addition of more details about a product, helpful clarifications, grammatical tweaks / typo fixes, or the removal of content that violates Amazon policy
  • Using the Newer Version widget is a best practice for making product version updates. You should not use an existing listing for a new version of a product unless the UPC is staying the same; this is commonly seen when companies don’t make any changes to the product itself, only the packaging, allowing you to leverage existing traffic and reviews. If changes will be made to the size, color, material, features, and/or product name, a new product detail page should be created for each new version. For example, a manufacturer might update one of its streaming media players by adding a new remote control that now includes voice search options. This product is now materially different from the older version, and it must be listed as a new ASIN
  • Rebranded products should receive a new ASIN rather than updating an existing ASIN, even if the product remains unchanged. This applies to previously unbranded products as well.

For further information, refer to Amazon’s official Product Detail Page rules.

Best Practices for Product Detail Page Optimization

The steps above outline the basic methodology for creating an Amazon product detail page, but optimizing that page is how you’ll encourage consumers to make a buying decision that benefits your bottom line.

Write quality titles

Well-optimized product titles are a must when it comes to capturing the attention of Amazon’s SEO algorithm, but a detailed title also encourages better conversion rates. You can have up to 200 characters in your title in many categories; make the most of that space.

Incorporate high-quality images and videos

Your primary image is your superstar, but your supporting images matter too. Consider hiring a professional photographer and graphic designer to create top-tier images that showcase multiple features and angles. Consider including different types of visual aids too, such as product diagrams and infographics.

Videos are the closest you can get to showing someone a product in real life. Use them to illustrate how a product works or showcase the design and visual appeal of a product far beyond what a still image can convey.

Include detailed bullet points in product descriptions

Using bullet points to highlight key product features makes content more scannable, but be sure you’re not skimping on the info. Include relevant keywords and be persuasive.

Look at consumer reviews as both a tool and an opportunity to learn

Try to encourage consumer reviews without breaking Amazon guidelines — there are strict rules against manipulating reviews by compensating contributors for “false, misleading, or inauthentic content.” Once reviews start showing up, read through them to learn what customers think about your product and see what questions they have. You can then tailor your listing to answer those questions and better meet shoppers’ needs.

Price products strategically

With as much competition as Amazon brings to the table, your pricing has to make sense. Use market research to create pricing that’s competitive and realistic, taking both your cost of goods and competitor pricing in mind.

Optimize for the Amazon Buy Box

Amazon Buy Box infographic also showing where other sellers can be chosen by shoppers

The Buy Box is the coveted, sectioned-off box on the right-hand side of the product page that includes the Add to Cart and Buy Now options. The majority of Amazon customers shop using the Buy Box, with many not even being aware that for some listings, multiple sellers they can choose to shop from are available.

To win the Buy Box, you’ll first need to meet the standards for eligibility. Help establish yourself as a reliable, professional seller by offering fast shipping, keeping a competitive product price, ensuring you have plenty of items in stock, and maintaining a high feedback score.

Respond to customer questions in a timely manner

Amazon has an entire Seller Feedback System that helps customers understand how sellers have interacted with previous buyers. This is separate from product feedback and focuses entirely on seller behavior like shipping speed, packaging quality, and communication. Responding to customer questions quickly and thoroughly can help boost customer experience and ratings.

Leverage Amazon A+ content

Most sellers include some kind of product description, but Amazon A+ content is a chance to go in-depth about product features. This section offers tons of options for customization, including specialized themes and spots for photos, that can help you highlight your company and your product.

Gain search traction using keywords from Amazon Seller Central

Visit Seller Central or Vendor Central and click on the Brand Analytics tab to see an interface designed to help you discover which search terms work best for your product.

Once you’ve identified those terms, use them naturally throughout your PDP — but avoid overuse at all costs. Stuffing keywords into product titles, bullets, and/or descriptions not only looks terrible, but can work against your Amazon SEO strategy as well.

Once your page is published, try searching for your own product to see where it ranks for your target keywords and what higher-ranking products are doing to set themselves apart.

Monitor and replenish stock to keep inventory numbers high

Amazon prioritizes consumer experience, so they aren’t going to boost the ranking of a product that only has one item in stock. Sellers with more units on hand will take precedence, so property inventory management could help you win the Buy Box.

How to Create Variations for Product Detail Pages

Let’s assume you have multiple products on Amazon that are fundamentally the same item, but differ in terms of size or color. Instead of making a separate listing for a red wagon and a green wagon in the same style, you can include the full list of available variations on one core product page so customers are aware of available item options.

The process for creating variations is fairly straightforward:

  1. Make sure your product is in one of the categories that allows for variations
  2. Log into your Amazon Seller Central Account
  3. Navigate to the Inventory tab and click on Manage Inventory in the drop-down menu
  4. Select the item you want to customize
  5. Click Edit, then click Copy Listing
  6. Once the next page loads, click on the Variations tab
  7. Select the correct variation type from the Variation Theme drop-down menu
  8. Add the available variations
  9. Enter the requested info for each variation, such as item condition, price, and quantity, plus SKU and unique product identifiers (ASIN, UPC, etc.)
  10. Look for the green pop-up window confirming your changes
  11. Check the updated listing for accuracy (it may take 15 minutes or so to populate)

How to Implement A+ Content on Amazon Product Listings

Amazon A+ content is a major part of successfully selling on Amazon, better conveying the value of your products. The site’s interface allows sellers to use configurable themes to customize product pages with a variety of graphics, infographics, comparison charts, text boxes, banners, videos and more.

To include A+ content with your listing:

  1. Sign into Amazon Seller Central or Vendor Central
  2. Hover over Advertising (in SC) or Merchandising (in VC), then click on A+ Content Manager from the drop-down menu
  3. Click the blue Start Creating A+ Content button on the right-hand side of the screen
  4. Choose the type of A+ content you want to create — choices include Basic Enhanced Product Description or Brand Story
  5. Name your content and choose a language
  6. Build your content by adding modules, such as Image Header With Text, Company Logo, and Product Description With Text
  7. Apply your ASINs and submit changes
  8. Review your A+ content and submit to Amazon for approval — this is a good time to double-check that your content is in line with Amazon A+ Content Guidelines that govern everything from banner size to which special characters can be used


Optimizing Amazon product detail pages can mean the difference between listings that languish and those that attract and convert consumers at record speed. For help breathing new life into old listings and creating new pages optimized for conversation, partner with Tinuiti and take advantage of our comprehensive list of Amazon marketing strategies and services.

Editor’s Note: This post was originally published by Mary Weinstein in July 2014 and has been updated for freshness, accuracy, and comprehensiveness.

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