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The Winning Elements of an Amazon Grocery Page

Executive Summary

 

Today, there are nearly half a million product pages in Amazon’s Grocery & Gourmet Foods category. This benchmark data identifies what sets the top-performing product pages apart from the rest. Across the every price point, more robust brand pages — those with longer product descriptions, and more images, videos and bullet points — outperformed the competition.

A qualitative analysis of these high-performers also reveals a pattern. Titles with benefit-laden language, image and/or written copy with prominent dietary information, and below-the-fold content that highlights positive brand attributes in detail, are prevalent on the brand pages that stand out on Amazon.

This data can help guide grocery brands selling on Amazon when evaluating their product content. Successful brands are speaking to their prospective customers with engaging content, in a way that takes into account Amazon’s algorithm, unique user experience, and shopper journey.

Methodology:

This analysis is based off of content attached to more than 15,000 Grocery and Gourmet food category product pages live on Amazon during October 2017. The data set includes products from more than four thousand brands, and does not include products that are only listed on Amazon Fresh. The analysis reflects five segments based on product price point: Under $10, $10-$19.99, $20-$29.99, $30-$39.99, and $40-$49.99. ‘Top Performer’ averages represent products within the top 10% of sales rank for each of the ve price point segments. ‘Poor Performer’ averages represent products within the bottom 10% of sales rank within each price point segment. In the case of multiple prices being posted for a single product over the course of the studied month, an average was taken.

 

How to Read this Report:

Each section of this report reflects data for common price segments for grocery products. This information should help grocery brands:

  • Benchmark their own Amazon product content against the larger landscape
  • Gain an understanding of the product content utilized by top performers on Amazon at particular price ranges

Scroll to the price segment most relevant to you and learn:

1. A general takeaway to apply to your product pages
 
2. Benchmark data for average description length, number of bullets, and number of images. See how you compare against the top performers and low performers on Amazon today. We include the distribution of the data so you can see statistics across all the product pages we analyzed.
 
3. The winning elements of a best-in-class product page. Watch the video to walk through a live example of a top-performing, well-branded product page on Amazon. Then apply the lessons checklist to your own brand.

 

Under $10-- Impulse Purchases and Staples

Takeaway: Focus on use cases and dietary information

High performing product page example: M&M’s

M&M’s gives consumers new reasons to consider its classic peanut variety’s two-pound party pack by incorporating use cases into the marketing copy and using detailed imagery.

 

Lessons Checklist:

  • Produce page content as if you’re an unknown brand
  • Emphasize all relevant use cases for the product within your page
  • Provide close up photos to give a feel for the product
  • Keep dietary and nutrition information easily findable

$10 and Under

 

$10-$19.99 – VOLUME PACKAGING

Takeaway: Offer variety and don’t skimp on the marketing

High performing product page example: BAI

Brands Bai Brands’ high-performing product pages on Amazon entice new customers to purchase higher-volume packages through themed variety packs. To be increasingly findable and drive conversions on the product page, the company doubles down on unique, benefit-laden language and multimedia assets.

Lessons Checklist:

  • Use value-add keywords in the product title
  • Offer themed variety packs to showcase flavors, lower risk for new buyers
  • Detail dietary information front and center
  • Tell your company story through multimedia assets

$10-$19.99

 

$20-$29.99 – HIGH-END VOLUME PACKAGING

Takeaway: Hammer your value prop and make it look awesome

High performing product page example: Sun Chips

Sun Chips’ product page puts high quality, vivid images front and center to convey quality and grab consumers’ attention. They also incorporate a variety of health-oriented terminology across their page, giving consumers easy-to-understand reasons to buy the product versus traditional potato chips.

Lessons Checklist:

  • Use high quality, vivid photos to emphasize quality
  • Consider a variety of product photos to better showcase individual elements of large items
  • Ensure important and unique benefits are clear and appear repeatedly
  • Use terminology that resonates with your target consumers

$20-$29.99

$30-$39.99 – BULK PRODUCTS AND LONG-TERM STOCK UPS

Takeaway: Build trust and loyalty with value and expert language

High performing product page example: McCormick

McCormick drives bulk purchases of its vanilla extract through subscription discounts and by heavily marketing around product and ingredient quality. Looking to build trust with target consumers, McCormick focuses on its sourcing practices and purity standards with images, video, and text copy.

Lessons Checklist:

  • Check your eligibility for Amazon’s Subscribe and Save option through Seller Central
  • Highlight product quality as much as possible to reemphasize value despite discounts
  • Make product explainer videos accessible without the need to click through
  • Provide alternative or new use cases to capitalize on long tail opportunities and spark loyalists’ interest

$30-$39.99-1

 

$40-$49.99 – HIGH-END BULK PRODUCTS AND LONG-TERM STOCK UPS

Takeaway: Make high-end terminology your bread and butter

High performing product page example: Tully’s

Tully’s page for its 96 K-Cup pack speaks the language of high-end coffee drinkers while being clear about its Keurig functionality and product quality. Images and below-the-fold copy drive home company values and its commitment to high quality.

Lessons Checklist:

  • Address quantity and functionality in the product title
  • Be as descriptive as possible with product details throughout the page
  • Tell a rich product story and detail your manufacturing processes
  • Consider niche terms target consumers may attach to their search within the description

$40-$49.99

 

Analyze your grocery pages on Amazon.com

Now that you know how product content matters on Amazon, see how your pages stack up. We choose up to 10 of your products that are live on Amazon today and give you a look at how they stack up against best practices.  In one report, you can compare copy, images, and ratings and reviews for ten product pages against your industry or a specific competitor to better understand what to improve.
 
Try our Amazon Product Grader