This is how Amazon Retail Readiness is determined
Being “retail ready” on Amazon is one of the first challenges for merchants who want to sell on the platform, as well as for vendors who sell directly to Amazon. Often, Amazon account managers and experts refer to retail readiness as a measure for the optimal setup of a product detail page. Retailers who are “retail ready” present their product perfectly to their customers and can become bestsellers in their product category. However, retail readiness is not a fixed measurement, but rather a multitude of individual factors that influence success on Amazon. We show you which points you need to pay special attention to and how you can get your products “retail ready”.
A good product title as a door opener
The product title serves as the first point of contact between customers and the product and is usually read in the product search and in advertisements. It is therefore particularly important that all important information about the product is displayed there. An optimal title makes full use of the number of characters available and gives the user relevant details about the product. He also adds the most important search terms to rank optimally in the SEO area on Amazon.
High-quality product images support the decision-making process
Potential buyers use all their senses in the buying process. While you can touch, weigh, and test a product for quality in a store, this is not possible on Amazon. It is therefore all the more important for retailers to provide as many images as possible in the best possible resolution and high quality to make customers feel good during the buying process. In addition to the product, good images also show product details, such as packaging information, dimensions, product benefits or product features. They may also include certificates or quality seals that support the high quality of the products. Images are one of the few ways to build a product brand on Amazon. Ideally, as many images as possible are uploaded with a unified view.
Customer reviews are an important catalyst
Recommendations are one of the most successful ways of marketing and sales. They take away the buying fear of potential customers, answer questions and contribute to a good feeling after the purchase. Customer reviews also play a decisive role on Amazon. Products that have a lot of reviews and can have a positive average sell better and can also be advertised in sales events such as Prime Day. In general, a product is Retail Ready once it has at least 15 reviews and on average more than 3.5 out of 5 stars. Variants of products (size, color etc) can be merged to combine their ratings and exceed these thresholds. Individual negative customer reviews don’t have to be bad to give a good overall picture, as long as the positive reviews predominate.
Use bullet points for key product features
The bullet points are visible to the user at first glance after loading the product detail page. In addition to the title, they are the first longer content block that allows information about the product to be passed on to customers. Good bullet points therefore contain a lot of details about the product, as well as its main features, product benefits, USPs and other information that can answer possible questions from a consumer. Retailers therefore need to fill in key points with as much relevant content as possible and also cover the search terms of potential buyers to rank well in the Amazon algorithm.
Product description and A+ content as an extra purchase incentive
The last part of good content is the product description. Here you can add extensive product descriptions with a maximum of 2,000 characters. More detailed information and other search terms are suitable for this. Since there are not many formatting options in the regular product description, A+ content is the much better choice for presenting a product and a product brand. The A+ content replaces the text-heavy product description for sellers and allows the display of images, custom designs, comparison charts and much more. In order for the A+ content to be available, a seller must register their trademark on Amazon or use the vendor model.
Effect of price, buybox and availability on Retail Readiness
While the price of a product does not directly contribute to retail readiness, it does have a major effect on the conversion rate. The cheaper a product is compared to the competition, the better a product can sell. That’s why Amazon regularly checks other pages on the web. If the product is significantly more expensive on other websites or marketplaces, you may not get the buybox.
The buybox is mainly determined by the competition. If several sellers sell the same product, the one with the best price or the best availability – ie the shortest delivery time – wins the cart field. Since consumers rarely seek other sellers, but instead place product from the winning buybox directly into the shopping cart, winning the buybox is the most important thing for many retailers.
As you can see, making just one aspect of your products for Amazon Retail Ready isn’t enough. All of the above will affect the Retail Readiness of your products and ad campaigns on Amazon. Optimize all facets in the best possible way to increase sales on Amazon.