Whether it’s wellies, dresses or the perfect handbag – whatever you’re searching for, there’s a very high chance that Internet giant, Amazon, is selling it. However, as a retailer, how do you make your content Amazon-friendly? What is it that Amazon is looking for? And how best to tailor your copy to their global audience?
This week, in the next instalment of our ‘How To’ guides, we look at getting your content ready for Amazon.
As with each digital marketplace, Amazon wants to receive specific information to ensure consistency across the products that are sold on it. However, with different teams working on different spreadsheets across a retail business, gathering and collating this different information can prove costly and a drain on resource.
The first challenge is to gather all the basic data required: Amazon requires obvious attributes such as colour, size and clothing item category. Alongside the product info, additional components such as photos are mandatory, with main images required to be shot on a white background and with optimised the pixel density (images must be 1,000 pixels or larger in either height or width to allow for zoom functionality).
Next, all the product information needs translating to make sure it’s in a consistent language for all Amazon products. If, for example, you wanted to sell a navy peplum top in a size 38, these product attributes would need amending from ‘navy’ to ‘blue’ and a ‘size 38’ to a ‘size 12’. Depending on the item, Amazon might also require changing the main category from ‘peplum top’ to ‘Tops and Coats (Women’s) and then a sub-category of ‘Blouses’.
Whilst this is a fairly straightforward process, the opportunity for user error is great; imagine working across your entire product range and then amending each spreadsheet cell to the correct corresponding information, only to get to end of the task to discover that at some point you’ve mismatched the fields and everything is out of sync… This, coupled with the fact that it’s a fairly laborious and monotonous process can make it an exasperating part of the selling process.
When writing the copy for your product description, it’s important to keep it short and sweet: keep the title under 200 characters in length as Amazon may suppress your listing if it’s any longer. In its Style Guides, Amazon also strongly recommends adding as much product information as possible, such as neck style, sleeve type or waist style; they want to see a detailed description with accurate dimensions and care instructions, along with an engaging copy.
There is Another Way…
Does this process sound a bit daunting? Want your digital teams to make better use of their time? Want to minimise product duplication and over-complicated spreadsheet error? OMIO PIM has the answers. With our product information management solution, retail teams enter product data through one port and our simple process automatically translates data to ensure that it’s Amazon-friendly – without the need for many different spreadsheets!