Study: Engaging content driving grocery sales on Amazon

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Study: Engaging content driving grocery sales on Amazon

By Deena M. Amato-McCoy - 02/07/2018
Grocery brands that feature more robust brand pages are Amazon’s top performers.

Among nearly half a million product pages in Amazon’s Grocery & Gourmet Foods category, those with longer product descriptions, images, videos and bullet points outperformed the competition, according to “The Winning Elements of an Amazon Grocery Page,” a report from Salsify.

According to data, titles with benefit-laden language, image and/or written copy with prominent dietary information, and below-the-fold content that highlights positive brand attributes in detail, are prevalent on the brand pages that stand out on Amazon. This data can help guide grocery brands selling on Amazon when evaluating their product content.

In the Under $10 — impulse purchase category, for example, the top performing brands focused on use cases and dietary information. Following this formula, top performers used an average of 477 characters, the poor performer average was 294.1 characters. Top performing brands had an average of 4 bullets of information, while poor performing brands had an average of 2.9. When it came to images, top performers used 5.4 images, while poor performing brands used 2.1.

In the $10-$19.99 — volume packaging category, high performing brands offered variety, and didn’t skimp on marketing. Top performers had an average of 557.6 characters, compared to 293 among poor performers. Bullets topped out at an average of 4.4 among top brands compared to 3 on poor performers. Top performers images were 6 compared to 2.3 of poor performers.

When evaluating the $20-$29.99— high-end volume packaging category, top brands focus heavily on their value proposition. For example, top performers had an average of 710.8 characters in their description vs. 312.7. Bullets were 4.6 compared to 3.3, and top performers’ 6.1 images eclipsed poor performers’ 1.9 images.

When comparing the $30-$39.99 — bulk products and long-term stock-ups, top-selling companies build trust and loyalty with value and expert language. Top performers had an average of 665 characters in their descriptions compared to 346.8 among poor performers. Top brands featured 4.7 bullets vs. 3.1, and had 5.7 images compared to 1.8.

Among the $40-$49.99— high-end bulk products and long-term stock-ups, high-end terminology is driving sales. Top performers featured an average of 679 characters in their descriptions, compared to 354.8 of poor performers. Meanwhile, they had 4.6 vs 3.7 bullets, and 5.4 images compared to 2.5.

“Top performers at every price point consistently had longer average descriptions, more multimedia assets, and more bullets, as opposed to poor performers,” the study said. “Successful brands are speaking to their prospective customers with engaging content, in a way that takes into account Amazon’s algorithm, unique user experience, and shopper journey.”

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