Building Compelling Content to Compete With Amazon
Since launching in 1995, Amazon.com has expanded from selling books to offering just about every product imaginable, with revenues growing twice as fast as overall U.S. e-commerce. Virtually everything is presented and merchandised identically, like an online mega warehouse. Your opportunity to compete lies in stressing what makes your brand and products unique by forging personal connections with consumers and offering greater value. Amazon sells products; you can sell brand experiences.
The right combination of text, images, videos and user contributions can create a wholly unique and irresistible value proposition. The key is to match and then exceed customer expectations set by Amazon.
Build Best-in-Class Product Pages: Think Outside the Box
Before you can break out of Amazon's standard-setting product page format, you have to match the following must-haves — at least for your top 50 products to 100 products initially:
- short and long descriptions;
- full dimensions and other specifications;
- multiple images with zoom functionality;
- sharing tools (e.g., email a friend and social sharing links)
- customer reviews; and
- add-to-cart, add-to-wish list and add-to-registry (if applicable) functionality.
Above and Beyond: Custom Product Pages for Your Brand
To outpace Amazon, design and create content that caters to your specific audience. Tell the product story through demonstrations, testimonials, reviews of features and more. Unique product page components feature the following:
- an engaging voice that speaks to your target audience through both style and substance (Amazon features a bulleted list and product description to point out salient features of a dress by manufacturer prAna, while Title Nine's content for the same dress focuses on the retailer's core customer base of well-traveled, active women);
- a product story through the use of text, pictures, videos or a combination of formats;
- shopping tools unique to the category beyond size charts and dimensions (e.g., specialized feature guides and comparison charts);
- proactive customer service messaging; and
- cross-sells with context such as additional product recommendations married to personalization data.