Build the foundations: Understand retail readiness

Customer centricity and

the virtuous cycle
Amazon strives to be earth’s most
customer-centric company

For the Amazon store, the concepts of

customer obsession and continuous
evolvement are intrinsically connected
and demonstrated in Amazon's
virtuous cycle.

Who sells across the Amazon store?

There are several types of selling partners across the Amazon store, including sellers and vendors

You need to be aware of a few key differences between sellers and vendors as they'll change how you support your clients.

Vendors Sellers

Vendors follow a retail model where

Amazon buys products directly from the Sellers sell directly to customers through Amazon's
Business model
vendor, owns the inventory, and ships retail programs, such as Amazon.com
products to the customer.

Invitation only Yes No

Sold to Amazon Owned by the seller

Inventory
The product detail page will display "sold by The product detail page will display the seller's name
Amazon.com*" next to "sold by"

Sellers ship products directly to the customer (FBM)

or from an Amazon fulfillment center using
Amazon.com is responsible for shipping
Fulfillment by Amazon (FBA)
Shipping
The product detail page will display "Ships
The product detail page will display the seller's name
from Amazon.com*"
next to "ships from" if using FBM or "ships from
Amazon.com*" if using FBA

Account management Vendor Central Seller Central

* This will adjust based on marketplace your client is selling in. These examples are based on the US Amazon store.
 Content optimization pillars
Key questions and recommendations to help guide client discussions

Anatomy of a product detail page

Reviews and star Product title

rating

Product images

Featured offer

Bullet points

Product description

Becoming the featured offer

The featured offer refers to the section of the product detail page where customers can add items to their cart or buy
now. When multiple selling partners offer the same product across the Amazon store, Amazon combines the offers into
one product detail page, so customers can be presented with the best experience. If product listings meet the various
eligibility criteria, Amazon chooses the featured offer for each product they have listed based on factors such as:

• Being reasonably priced

• Having sufficient inventory and free shipping
• Demonstrating great customer service
Product detail page optimization
What is retail readiness?
checklist for retail readiness When a product is considered retail-ready, it means its
product detail page includes all the necessary information
Retail readiness is also important for any
for customers to consider making a purchase. Being retail-
advertising campaign that drives traffic to a
ready is important because it helps ensure customers have
product detail page. You should ensure that
a positive shopping experience and the right information to
any products your clients are advertising are
make a purchase decision.
retail-ready prior to setting up advertising
campaigns.

Product detail
Success tips for retail readiness
page component

The first impression with shoppers

• Be accurate and concise
Product title
• Keep approximately 60 characters long to optimize for ad creatives
• Include the brand name, product line, relevant keywords, and key features

Reiterate important product information

• Aim for 5+ bullet points
Bullet points • Keep each bullet point between 10 - 200 characters
• Include relevant keywords
• Avoid including promotions or price information

Go beyond the bullet points with added detail

• Dive into the product’s benefits, uses, and value proposition in detail
Product description
• Infuse the brand voice
• Include relevant keywords

Quality matters
• Include a primary image and 5+ secondary images
Images • The primary image should show the product being sold on a pure white background with no
added text. The image should fill at least 80% of the space and be optimized for ad creatives
• Secondary images can show the packaging, lifestyle images, or size ratios

Educate with video

• Include at least one video
Video
• Focus on showing the product and any variations to help educate shoppers
• Each video should be between 15-30 seconds

Build trust with authentic feedback

Star ratings and • Aim for 15+ reviews and 3.5 stars or higher
customer reviews • Identify themes within the reviews for additional optimizations
• Generate reviews by leveraging Amazon Vine if available in your marketplace

Visually highlight brand values

• Use A+ Content (premium or basic) modules like images, videos, hotspots, comparison charts,
Enhanced content and Q&A to visually highlight product information to help drive sales
• Add Brand Story to highlight brand values and cross sell with other brand products
• Incorporate both A+ Content and Brand Story to maximize your client’s brand presence
 How to help your clients optimize for retail readiness

1 2
Back up your retail Emphasize the holistic
readiness optimization retail benefits of
tips with insights meeting the criteria
to become the
featured offer
3
Demonstrate how A+
Content and Brand
Story can be adopted
for maximum impact

Using promotional offerings

Help your clients to set attractive offers on select products to drive brand awareness and sales

There are three categories of promotional offerings: deals, promotions, and coupons.

Deals Promotions Coupons

Increase conversions and create Stand out from the competition and
Improve discoverability
awareness and visibility stimulate sales

Lightning Deal Price discount

Best Deal (Vendors only)
7-Day Deal (Sellers only)
WOW Deal
Invite Only Deal (Vendors only)
Social media promo codes
Coupons called vouchers in some
Prime exclusive discounts
marketplaces
Buy one get one
Prime card bonus (Vendors only)

Additional resources
Promote your products with deals, events, and more
Amazon Ads learning console Selling on Amazon.com
Introduction to Amazon Retail Explore Amazon fulfillment solutions
Understand the basics of retail readiness Manage your business with self-service tools

Optimize product detail pages for retail readiness Optimize your product pages for advertising