1、1|E-book The Content AdvantageThe Content AdvantageHow Improvements to the Product Page Help Brands Succeed on AmazonE-book2|E-book The Content Advantage03Executive Summary09Amazon France Deep-Dive05Accelerating Adoption,Spending Increasingly Moving Online18Take Control for Your Digital Shelf06Under

2、standing the Product Detail Page18Methodology08Comparing Product Content on European Amazon Marketplaces19About SalsifyWhats InsideBetter Content Increases Your SERP Rank -10Successful Products Get Their Content Right -11Choose The Right Content For Your Product Category -14Enhanced Content Gets Res

3、ults For Higher-Value Products 16-3|E-book The Content AdvantageExecutive SummaryIgnoring the Amazon channel is no longer an option.Across the three largest European markets,Germany,France,and the U.K.,Amazon accounts for more than 1 in 4 euros spent online.Not only that,but its also the first place

4、 consumers go for inspiration and to research potential purchases regardless of the ultimate sales channel.Focusing on driving quality content deeper and deeper into your product catalog can help improve your search ranking,drive conversions,and stand out from those with lower quality content.Even m

5、arginal content improvements can have a significant impact in the battle for shoppers attention.In this report,we analyze more than 14,000 product detail pages across Amazon.de,Amazon.co.uk and Amazon.fr to uncover the key product content themes.We also include an in-depth deep-dive into Amazon.fr,l

6、ooking at the impact of content on sales and search rankings.France is the region with the most scope for product content enhancements,but the insights apply to all European brands and retailers.With the onset of the pandemic,brands across Europe,faced with the closure of traditional retail stores,t

7、urned to online channels to sell their products.As we move into 2022,we see that many consumers have fundamentally changed how they shop.As more brands and retailers expand their online offering,the competition for shoppers eyes and wallets is becoming increasingly intense.To survive and thrive,you

8、need to ensure that customers can find you and that your products stand out compared to the competition.This is especially true on Amazon.4|E-book The Content AdvantageBetter content leads to more conversions:A-rated content on Amazon had 3.4 times more conversions than F-rated content.As your produ

9、ct content improves,your pages better support shoppers purchase decisions and gain relevance with Amazons algorithm together winning more conversions.Better content increases your search engine results page(SERP)rank:A-rated content appears 5.2%higher in organic search results than B-rated content.B

10、etter content creates a virtuous cycle,increasing your product visibility and improving your conversion rates.In turn,this feeds back into Amazons algorithm,further improving your product rankings.Key FindingsRecommendationsCreate better content to increase your conversion and page rank.Remember tha

11、t Amazon product pages are a key interface between your customers and your brand.Invest in improving your content throughout your entire product catalog.This will place your A-rated content against products with poor content quality,giving you an advantage in shopper consideration.Develop a process

12、implemented by a dedicated team and backed by the right technology to maintain a continuous cycle of content-driven improvement.Good to Know:A-rated content meets Salsifys definition of industry best practices for Amazon product pages.A+content is a key element of this.A+content allows brands to cre

13、ate enhanced brand and product information using elements such as high-definition images,text,videos,and comparison charts.5|E-book The Content AdvantageCOVID-19 accelerated multiple consumer trends.Across Europe,more than 112 billion of retail spending moved online,driven by an influx of new online

14、 shoppers,the growth of categories with previously low penetration rates,and rising spend per consumer.European markets added 73 million new online shoppers,with penetration rates rising rapidly across previously hard-to-reach demographics.A survey in October 2021 by McKinsey found that omnichannel

15、and online shopping is now mainstream across all categories,including grocery and household supplies.As the online market grows,so does Amazon.In Germany,Amazons largest European market,the company recorded annual an revenue of 24.5 billion in 2020,while in the U.K.,revenue jumped 51%.In France,Amaz

16、on has a 19%market share.A study by FEVAD,the French ecommerce association,found that 51.5%of adults made a purchase on the site in 2020.Despite accounting for more than a quarter of online spending,this understates Amazons importance in the online customer journey.In Spain and Germany,more than 80%

17、of consumers search Amazon prior to making product purchases.In France,around 60%of consumers and 85%of Prime members start their search on Amazon.This applies to both purchases made via both online and offline channels.This means that ensuring your products can be found and that Source:eMarketer,Ma

18、y 2021Online Retail Sales in Western Europe,2019-25Accelerating Adoption Spending Increasingly Moving Onlinethe product detail page provides an engaging customer experience needs to be at the forefront of your ecommerce strategy.201920202021202220232024202510.8%384.0496.8553.1587.2618.3646.8675.010.

19、1%13.4%14.4%11.3%6.2%14.8%15.2%5.3%4.6%4.4%15.9%15.6%29.4%Online Retail%Change%of Retail Sales6|E-book The Content AdvantageAt Salsify,we talk about the digital shelf.The digital shelf encompasses all the diverse digital touchpoints between a brand and a consumer.The product detail page is a key par

20、t of the digital shelf.Its your opportunity to showcase your brand,attract new customers,and drive sales.On the physical shelf,product placement matters.Products placed at the end of an aisle or at a shoppers eye-line have significantly higher sales than those on the bottom shelf.Brands are willing

21、to pay significant fees for a good position.The same applies on the digital shelf.Globally,a third of all Amazon shoppers click on the first product link,and 64%of all clicks are on the top three products.A products ranking is governed by Amazons internal search algorithm.This incorporates factors s

22、uch as sales,price,and the quality and completeness of the product detail page to determine a products rank.Understanding The Product Detail PageAs shown in this report,enhanced content is the key.Products with more engaging content rank higher in product search results and generate more conversions

23、.A study published in the Journal of Marketing found that optimizing the verbal and visual content of Amazon product pages increased sales by up to 10%.The study found that the perception of a brands trustworthiness was heavily influenced by the entertainment value and the social and sensory element

24、s included on the page.These include images and short-form videos showing the product in use.This had the greatest impact for“emotional”products such as childrens toys or beauty products.“Rational”products,such as electronics,benefited from informative elements with comparison tables and succinct bu

25、llet point descriptions providing the biggest boost in sales.Better ContentBetter Search&Sales RankBetter Conversion64%of all Amazon shoppers click on top three products.64%7|E-book The Content AdvantageElements of a Good Product Detail PageTitle,Price,Ratings,ImagesA+ContentBulletsComparison Tables

26、Hero Image71%of products in the top 10 for sales in their product category have A+content,compared to just 47%of those outside the top 20.Only 25%of unranked products have A+content.We analyzed more than 14,000 products across all major product categories on the top three European Amazon markets to

27、discover the page elements that drive a products search and sales rank.The most important factor?A+content.71%8|E-book The Content AdvantageGermany has the highest share of products using A+content,more than 13 percentage points higher than France.Products with A+content have between 1.5x and 3.6x m

28、ore reviews than products with only basic content.Products on Amazon UK have the most images,reviews,and highest product ratings.On all sites,products with A+content have longer titles,bulleted descriptions,and more images but shorter product descriptions.GermanyUnited KingdomFranceA+BasicA+BasicA+B

29、asicTitle(Word Count)18.115.019.715.821.117.3Bullets(Word Count)140.793.3150.699.5170.2106.5Product Description(Word Count)27.580.535.378.564.396.5Images(Word Count)6.56.06.96.46.86.4Product Rating 4.44.44.54.44.34.3Customer Reviews(Word Count)2435671270317862218737Comparing Product Content on Europ

30、ean Amazon Marketplacesn=Germany(2,256),UK(2,281 products),France(10,043)Percentage of Products with A+ContentGermanyUnited KingdomFrance56%53%43%9|E-book The Content AdvantagePages on Amazon.fr with A-rated content appear 5.2%higher in organic search rankings than B-rated and 9.7%higher than F-rate

31、d.A-rated content is 1.6 times more likely to appear in the top 5 search results than B-rated content.A-rated content is 1.7 times more likely to be featured in the top 10 search results than F-rated content and 1.3 times more than B-rated content.The most important content element in driving higher

32、 search rankings is A+content.A+content increases a products organic search rank by 5.6%.Better content can help your products search engine results page(SERP)rank,making them easier for shoppers to find.The content score,rating,or content grade is a score Salsify developed using a proprietary model

33、 to score product content on a scale of 0 to 100 and subsequently graded on an A to F scale.A-rated content meets current industry best practices by optimizing the length of titles,bullets,and descriptions for the relevant product category,providing multiple high-quality images,and including A+conte

34、nt elements such as“hero”images and comparison tables.B-rated,C-rated,D-rated,and F-rated content have progressively fewer or none of the content elements required to provide an industry-leading customer and brand experience on Amazon.Amazons search results are governed by a proprietary algorithm th

35、ats designed to return products that the customer wishes to purchase.It incorporates multiple factors including product relevance,price,reviews,ratings,past sales,and the product detail page.Better Content Increases Your SERP RankAmazon France Deep-DiveHow Product Content Impacts Sales and Search En

36、gine Results Page(SERP)Ranking10|E-book The Content AdvantageThe Amazon Bestsellers Rank(BSR)tracks a products sales velocity.In general,the higher a products BSR,the higher its sales.We looked at the characteristics of products that rank in the top 10 of their respective category(we look at sub-cat

37、egories such as“baby monitors,”rather than the broader“Toys,Children,and Baby”category).The results show clear differences in the product detail pages between top-selling products and their competitors.On average,a product with a Bestsellers Rank of 10 has average monthly sales 26%higher than a prod

38、uct with a BSR of 20 and 140%higher than a product with a BSR of 100.Moving from 10th place to first place increases sales by 154%.Successful Products Get Their Content Right71%of top-ranked products include A+content compared to an average of 47%and just 25%of unranked products.Top-ranked products

39、have 14%longer titles than average(135 characters vs.118 characters).Top-ranked products tend to have 25%longer bullet descriptions(167 characters vs.133 characters).Most pages now have the maximum number of images;however,top-ranked products have slightly more images(6.9 vs.6.5).higher average mont

40、hly sales are recorded for products with Bestsellers Rank of 10 compared to a product with BSR of 20.26%11|E-book The Content AdvantageDeliver the experience shoppers demand with A+content.A+content is your opportunity to memorably show,not just tell,shoppers about your brand and product.Product pag

41、es containing A+content have average sales 2.5 times higher than basic product pages.The average sales rank of pages with A+content is 4 times better(126 vs.505).Images help shoppers see your products features and visualize its use.Amazon allows up to 7 images per product page(excluding A+content)an

42、d most products now take full advantage with an average of 6.6 per page.However,whats important is that the quality,style,and subject of the images is varied,on-brand,and provides customers with relevant information.The right set of images will depend on the product youre selling.Going from 4 to 7 i

43、mages increases sales by about 120%.How Does Content Impact Sales?Bullets should deliver key information in a way thats succinct and to the point.Bullets should provide shoppers with relevant information about the product and focus on the products key features and characteristics.The optimal length

44、seems to be around 170 words or 45 bullets.Although,there are significant differences between product categories.Day-to-day products tend to have shorter descriptions(around 50 100 words)while more expensive,comparative items are longer(350400 words).Optimizing the length of descriptions can increas

45、e sales by 58%.Ratings and reviews are as important as ever.You need to get your products reviewed and rated to be successful.However,if theyre“too perfect,”consumers will doubt you.Sales grow by 27%moving from 2 to 4 stars while moving from 4.1 stars to 4.8 stars increases sales by 82%.However,prod

46、ucts with a perfect 5-star rating see sales fall by 79%.Increasing the number of(generally positive)reviews is more important than maintaining a perfect score.Optimizing the length of descriptions can increase sales by 58%.58%12|E-book The Content AdvantageAmazon Uses A+Content on Nearly All Amazon-

47、branded ProductsAmazon has access to vast amounts of information on how shoppers navigate and use their platform and the content that captures their attention the most important factors in driving sales.when Amazon includes A+content on 83%of their brands product pages,its time to take note.AmazonOt

48、her Brands83.18%16.82%42.23%57.77%13|E-book The Content AdvantageWhen consumers land on a product page,theyre looking for information.However,the type of information theyre looking for depends on the type of product.Successful brands design enhanced content to meet the needs of their target customer

49、.Not all products have the same requirements.The product page for a laptop will look different and have different types of content and information than a page for diapers or beauty products.Products can be divided into three broad categories:Emotional products:Such as childrens toys or beauty produc

50、ts.Consumers need to trust the brand before making a purchase.Rational or comparative products:Include electronic appliances,tools and equipment,or homewares.For these goods,consumers want information that allows them to make an informed decision.Utilitarian or day-to-day products:Purchases of these

51、 products are often habitual such as buying groceries or stationary products.Most consumers will buy the same thing every time unless a new brand can capture their attention.Choose The Right Content For Your Product Category 14|E-book The Content AdvantageBut its still important for“rational”product

52、s to use opportunities to showcase features and functions.Rational products tend to have longer descriptions than emotional(+12%)and utilitarian(+31%)products.Using A+content increases average sales of rational products by 140%compared to pages with basic content.69%of top 10 ranked“rational”product

53、s use A+content compared to 37.5%of those outside the top 100.Day-to-day or utilitarian products use enhanced content less frequently than other product types,but the most successful brands deploy it skillfully to provide an enhanced customer experience.48%of top 10 ranked utilitarian ranked product

54、s use A+content.Utilitarian products using A+content generate almost double the sales(1.9 times higher)than products with basic content only.A+content has most impact for“emotional”products.A+content is the best way to provide engaging content that helps form trust with the customer through images,s

55、hort-form videos,and brand-relevant copy.82%of“emotional”product pages ranked in the top 10 for sales have A+content compared to only 44%of those products outside the top 100.58%48%of top 10 ranked“emotional”products use hero images(banner images)and 31%use comparison tables.15|E-book The Content Ad

56、vantageEnhanced Content Drives Sales Among Product TypesThe bestselling products on Amazon use A+content significantly more often than other products in the same category.Percentage of Products using A+ContentAmazon Best Sellers RankEmotionalRationalUtilitarian82%69%48%37%44%23%1-1011-20 21-30 31-40

57、41-50 51-60 61-7071-80 81-90 91-10010116|E-book The Content AdvantageFrom our analysis,there seems to be an inflection point at around 50.At this point,the benefits from increasing from F-rated content to A-rated content increase significantly.28%of the products over 50 with a top 10 Amazon Bestsell

58、ers rank have A-rated,compared to zero with F-rated content and just 8%with D-rated content.Sales of“rational”or comparative products with A-rated content are,on average,11 times higher than those with F-rated content.Intuitively,this makes sense.If customers are researching multiple products at the

59、 same time and one provides rich,engaging content and useful information,and the other provides only basic data points,it should be expected that the product providing an enhanced customer experience will have a higher conversion rate.There is significant opportunity for brands to improve conversion

60、 rates by optimizing their product pages and creating enhanced content.Surprisingly,only 8%of higher value products have A-rated content and 30%have D and F-rated pages.Even marginal improvements can drive substantial increases in sales,moving from D-rated content to C-rated content results is an es

61、timated increase in average monthly sales of 118%.Enhanced Content Gets Results For Higher-Value ProductsAs the value of a product increases,the more consumers invest time in research before purchasing.Amazon is increasingly where they begin that process.Increase in Sales of High-Value,Comparative P

62、roducts When Moving Up a Content GradeA-RatedB-RatedC-RatedD-RatedF-Rated+349%+118%+5%+23%17|E-book The Content AdvantageThe pandemic challenged the business models of many brands.However,the opportunity is tangible for brands able to seize the moment.Act now:This is not a static,one-time fix.For su

63、ccess,you need a dynamic digital shelf strategy and culture of continual innovation,constantly iterating and improving to meet your consumers needs and stay ahead of your competitors.Take Control of Your Digital ShelfAs far as were aware,this is the first study to look at the impact of content on Am

64、azon in Europe and on Amazon.fr in detail.Most existing studies focus on A.While other studies can contain useful insights for European brands,theyre focused on the U.S.market and U.S.consumers.In the U.S.,Amazon accounts for almost 40%of online retail spending,whereas European consumers have access

65、 to a wider variety of ecommerce sites and have different habits and behaviors.We initially collected data from Amazon in France,Germany,and the U.K.Identifying that France had the largest opportunity for product content enhancement,we analyzed more than 10,000 product pages across all major categor

66、ies to create a unique database of content metrics covering all aspects of the product detail page,including titles,images,bullets,descriptions,ratings,reviews,and A+content.The data was captured in between November 2021January 2022.Using this dataset,we assigned a content score on a scale of 0100 t

67、o every page(and subsequently A-rated to F-rated).A-rated content meets Salsifys definition of industry best practices.The impact on sales was calculated using the Amazons Bestseller Rank and estimates of monthly category-specific sales from JungleScout.MethodologyOnly 6%of products on Amazon.fr hav

68、e A-rated content.That means that well over 90%of products on Amazon still have room for growth and just under half(44%)are D or F-rated.Weve seen that even incremental changes in the quality of product content and especially incorporating enhanced content can lead to improvements in SERP ranking an

69、d drive significant increases in conversions.Even on the worlds largest ecommerce site,theres still an opportunity to differentiate yourself from your competitors,seize the initiative,and convince both consumers and Amazons algorithm to focus their attention on your brand and products.Only 6%of prod

70、ucts on Amazon.fr have A-rated content.6%18|E-book The Content AdvantageSalsify empowers brands to win on the digital shelf by delivering consistent and engaging product experiences wherever customers shop.Whether youre selling wholesale,through distributors,on marketplaces,through social commerce,o

71、r directly on your own brand sites,Salsifys Commerce Experience Management(CommerceXM)platform powers the experiences shoppers demand at every stage of the buying journey,everywhere on the digital shelf.Our integrated platform helps thousands of brands deployed across 80+countries with almost a billion products published on Salsify improve business agility,achieve faster time to market,and increase sales and market share.Request Demo