Amazon's pages have undergone another major adjustment, involving brands and detail pages!

For sellers, every page adjustment by Amazon may lead to major changes in operational strategies. Recently, Amazon has made a series of updates to the detail page, involving product detail pages, brands, mobile pages and other aspects.

Sellers need to pay attention to the differences between mobile and PC users and develop corresponding marketing strategies to adapt to the ever-changing market environment.

Recently, some sellers have discovered that Amazon product detail pages have begun to display Feedback, adding another factor that affects product conversion rates.

Originally, consumers could only see the specific feedback ratings of the store when they entered the seller's store page. But now buyers can see it when browsing the product details page.

Feedback is the final rating of the seller's logistics and after-sales service. Feedback is reflected in the impact on the store and is an assessment indicator of the seller's account performance. Buyers can only see the feedback of the store when they enter the seller's store page.

Therefore, once the Feedback is displayed on the front end, when consumers place an order, they will not only consider the product itself, but also the seller's service, product logistics timeliness, after-sales service, etc., which will also become factors affecting the product conversion rate.

In terms of feedback alone, FBA sellers have certain advantages over sellers who ship their own goods. Basically, more than 98% of negative feedback can be deleted as long as the reason is legitimate.

Another change on the Amazon page is the store brand logo image. Clicking on the store brand logo position can now jump directly to the brand store, providing a new entrance for the brand.

From the appearance of brand flagship stores in the front-end search results to the jump to the brand logo, it can be seen how much importance Amazon attaches to brand flagship stores and has been opening up traffic channels for brand sellers.

This change encourages sellers to design a striking and recognizable brand logo to enhance user stickiness to the brand. Therefore, sellers should immediately review and optimize their brand logos to visually attract consumers’ attention, ensure that they are visually appealing to users, and quickly guide users to the brand store.

Amazon has adjusted the position of the Amazon’s Choice label, placing it above the main image for some listings to increase conversion rates. For some listings, the shape and background color of Amazon's Choice are different from other listings. According to the sales data of last month , most listings are located below the main image, but some are located above the main image.

Therefore, for listings with better sales, the sales volume is at a higher position and the conversion rate is higher.

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In the product description on the mobile details page, the video and A+ page are placed in a more prominent position. Directly below the brief product information is the video, followed by A+.

This shows that Amazon is strengthening the importance of content marketing. Sellers should pay attention to the production of video content and the design of A+ pages to improve user experience and product attractiveness.

For mobile users, the five-point description (Features & details) is placed further down the page, which means that the influence of the traditional five-point description on mobile devices has decreased. Sellers need to reconsider the purchase decision process of mobile users and adjust the display strategy of product information accordingly.

However , on the PC side, the five-point description still remains at the top, which shows that detailed product information is still important for users using the PC side. Sellers need to develop differentiated marketing strategies based on the user habits of different devices.

Amazon introduced the Top Brand column on the detail page, emphasizing the brand’s high ratings, popularity and low return rate. The location is above the original Questions (user questions) location.

As shown in the figure below, on this page , Ugreen is particularly emphasized as a "Top Brand", which includes three specific contents:

• High score (100,000+ customers highly rated this brand)

• Popular (this brand has had 100,000+ orders in the past three months)

• Low returns (customers usually keep products from this brand without returning them).

This column is equivalent to Amazon's recognition and endorsement of the brand, which helps to form the Matthew effect of the brand. Sellers should strive to improve the brand image in the minds of users and strive to obtain the Top Brand logo.

The product details pages of brands such as Anker and Levoit all have this "Top Brand" mark. "Top Brand" is also on the PC details page, but the position is different and the proportion is slightly smaller than that on the mobile side.