The document outlines 7 essential functions of an effective product detail page (PDP) on Amazon: 1. Inspires users with content that conveys the brand story, delivers on product promises, and allows users to visualize the product. 2. Drives prominence in search results through seasonally relevant content. 3. Converts users online and in physical stores by enhancing brick-and-mortar sales. 4. Tells a powerful product story through highlights of purchase drivers and prioritizing consumer wants. 5. Recreates the ability to see and touch the product with visual demonstrations. 6. Generates credibility through reviews and ratings to manage expectations. 7. The PDP

1. Building
Amazon
Success
Seven Essential Functions of a
Detail Page

2. W I L L M A R G A R I T I S
S V P , S T R A T E G Y

3. “Amazon is primarily a
sales channel”
The old way of thinking

4. “Amazon is where my
brand builds connections
with consumers”
The new way of thinking

5. Brands are getting excited for big ideas

6. Even brands not ready for those ideas are capitalizing
on Amazon’s data

7. But they can’t forget
the foundation

8. INSPIRING CONTENT
DRIVES CONVERSION

9. Conveys the brand story
Delivers a powerful product promise
Replicates the ability to see/touch
Generates credibility by improving ratings/reviews
Essential functions of a product detail page:
1
2
3
4
Inspires users seasonally
Drives prominence in search results
Convert users online and in-store
5
6
7

10. Effective content is a representation of the brand

11. Effective content is a
representation of the brand
Consumers expect a coherent
brand experience

12. Effective content tells a powerful product story

13. Effective content tells a
powerful product story
Highlights purchase drivers
Prioritizes what the consumer wants
to hear, not what marketing wants to
say
Repetitive without being redundant

14. Effective content recreates the ability for consumers
to see and touch the product

15. Effective content recreates the
ability for consumers
to see and touch the product
Demonstrates the product and its
value
Shows the product in and out of
packaging
Visualizes consumers enjoying the
product

16. Effective content generates credibility via reviews/ratings

17. Effective content generates
credibility via reviews/ratings
Ensure consumers understand what
will arrive on their doorstep
Avoid misunderstandings,
miscommunications, and
misrepresentations

18. Effective content is seasonally relevant

19. Effective content is seasonally
relevant
Encourage shoppers by taking advantage
of a brands’ seasonal cadence

20. Effective content drives organic search

21. Effective content drives
organic search
Algorit
Results
Search
Visibili
Produc
Sales

22. Effective content enhances brick and mortar sales

23. 84% of smartphone shoppers use their phones while
at physical stores*
81% of retail shoppers conduct research online
before shopping**
Effective content enhances brick and
mortar sales
• Googlestudy:https://www.thinkwithgoogle.com/_qs/documents/889/mobile-in-store_research-studies.pdf
• ** V12 Data, 2/19, https://v12data.com/blog/consumer-shopping-trends-stats/

24. All your efforts lead to a critical landing
page: your PDP. It is your foundation.
Investing in it will improve your metrics in
every channel.

25. Thank you.