In an omnichannel context, many online retailers communicate their product offers on several different eCommerce platforms. The biggest of these is Amazon. This worldwide leader attracts an increasing number of vendors to their selling points (2.5 million2) and imposes numerous constraints: structure of product information, categories and sub-categories, image formats, length of product description…
For sellers working with several sales channels and a wide range of products, managing, and adapting their product data to Amazon's strict requirements can quickly become a real headache.
To respond efficiently to these issues, many businesses are now using PIM (Product Information Management) software.
PIM and Amazon: manage your product catalog
To sell their products on Amazon, Product and Marketing teams must systematically rework their data to adapt it to the demands of the platform. PIM software (Product Information Management) simplifies how you manage your production information and adapt it to each selling channel.
Adapt your product data to Amazon requirements
When a shopper uses a selling channel, they want to access consistent and contextualized product information. When you get it right, your information creates positive emotions and is more likely to lead to a purchase. 75% of consumers3 expect their experience to be similar across all the channels they use.
To attract potential buyers to Amazon, you must adapt your product information to the platform's specific constraints. On Amazon, the structure of product pages is predefined: each field must be completed precisely (choice of the most effective keywords, compliance with the requisite number of characters, consistent images, detailed product description, short and relevant bullet points summarizing the product's advantages and features…). You must also ensure that inputted data complies with Amazon's format requirements. For example, product images are subject to several specific constraints which vary according to the type of product: authorized formats, file name, camera angle, background, presence of a model…
Sellers need to keep up to date with any “new guidelines” published by Amazon and systematically adapt product information to comply with these guidelines. When a vendor does not comply with the rules, they receive a notification with a one-time code informing them of the error to correct: product description too long, invalid image format, missing mandatory product data…
Using PIM (Product Information Management) software enables sellers to guarantee the consistency of their product information on each selling channel. By centralizing all product data, the PIM becomes the company's central repository. From a unique database, Product and Marketing teams can quickly prepare and adapt data before publishing. Context management features enable them to store and send product information adapted to each sales channel.
Guarantee the quality of your product information
Amazon puts great store on the quality of the product information published on its platform. To guarantee this quality, the company asks vendors to submit “content correction requests” in case of incorrect and/or missing information. They also encourage sellers to design pages that are as complete as possible. For example, the interface provides sellers with “A+” pages which are composed of 5 blocks. This enables them to enrich a product page by integrating highly detailed information: comparative tables, additional images and/or texts, demo videos…
The quality of the product information you provide is decisive in your positioning in Amazon search engine results. To appear in the first results of a product search, your product information must be complete, accurate and up to date.
PIM greatly increases the quality and completeness of product information upstream of Amazon. Its features for managing user rights allow you to determine the scope of each contributor's input. They can contribute serenely to the quality of product information, while a workflow engine enables you to follow the progress of each product page before publishing your content.
PIM Alpia and Amazon: Control and circulate your product information
Fully integrated in the company's IS, Alpia PIM provides the answer to industry requirements and to the constraints imposed on sellers by Amazon.
With Alpia, Product and Marketing teams can manage the process of preparing and adapting product information upstream of eCommerce platforms. Lookup tables allow you to present data in the format required by each selling channel. Its powerful workflow engine lets you control the quality and completeness of product information before publishing.
To distribute your data to the different selling channels, Alpia is equipped with connectors allowing it to interact with numerous eCommerce platforms or marketplaces. Alpia has a specific Amazon connector enabling it to exchange automatically with the platform (automatic XML flow for managing product information, prices, stock levels and images, asynchronous bulk mailing, managing feedback, global supervision…).
1Salesforce. The Growing Power of Omnichannel Marketing.
2Mohsin, M. M. (2020, April 7). 10 Amazon statistic you need to know in 2021 [INFOGRAPHIC]. 3Salesforce.Customer Expectations Hit All-Time Highs.