WHY ARE AMAZON’S PRODUCT DESCRIPTIONS NOT SHOWING UP?
If you have heard rumors in the Amazon Seller circuit or you have personally experienced it yourself – you may be aware that Amazon’s Product Description has gone rogue on multiple accounts.
More specifically, the Product Description has disappeared on Amazon’s customer-facing desktop version (not mobile) and only some users have experienced this change.
WHY IS THE PRODUCT DESCRIPTION ON AMAZON SHOWING UP FOR SOME BUT NOT FOR OTHERS?
The short answer is… nobody knows. Staying true to typical Amazon ambiguity, the conglomerate has been pretty zipped-lip regarding why some (but not all) users can’t see this section on their computers.
HERE’S WHAT LITTLE WE KNOW REGARDING THE DISAPPEARANCE OF AMAZON’S PRODUCT DESCRIPTION
- Only select – but seemingly random – Amazon buyers and sellers can’t see it
- This change has only affected the desktop layout (thus far). It can still be seen by everyone on mobile devices
- Sellers that have contacted Seller Central regarding the disappearance of this section on their listing have received the following notice:
“Please be informed that Amazon is conducting an experiment for 2 weeks where 50% of customers will no longer see the section on the detail page that has the Product Description.”
- Just like it has always been, this temporary “test” won’t influence the layout of those that have Enhanced Brand Content
IF YOU ARE A SELLER ON AMAZON, DON’T PANIC
News that half the population won’t be able to see your Product Description for a few weeks might evoke fear that your sales will be affected. However, that is fairly unlikely.
For starters, you will still index for keywords that are found in your Product Description. While the customer may not be able to see the content, it is still populated in the corresponding section in your Seller Central account.
The only reason this temporary change may influence your conversion rates is if your Amazon’s Product Description is persuasive enough to make or break the follow-through of a purchase. If you have great photography and informative key product features/bullets, it isn’t very likely your sales will suffer.
Plus, a large percentage of the population uses their cellular devices to make purchases and Amazon’s Product Description isn’t affected on mobile.
WHY ARE TESTS BEING PERFORMED ON AMAZON’S PRODUCT DESCRIPTION SECTION?
Due to Amazon’s vague reply regarding this matter, nobody can say for certain.
However, a logical assumption could be that Amazon is experimenting with the “Buyers’ Experience” to find out the importance of this particular section of content.
Remember: If the “Description” field in your Seller Central account is filled out properly, your listing will index for keywords regardless of whether a customer can see this section from their end. So, one explanation as to why Amazon would want to conduct such a test is to measure the readability of this section and if it plays a key role in converting impressions into sales.
PREDICTIONS REGARDING AMAZON’S PRODUCT DESCRIPTION AND CONTENT AS A WHOLE
While nobody can say for sure the direction Amazon is going, certain changes and updates in the last year might suggest that the marketplace is slowly moving toward a predominantly image-driven customer experience.
With the options of videos, EBC, and live, QVC-like advertisements, the value of persuasive sales copy is fading into the background. Gone are the days most people would read through heavy content to understand the features and benefits of a product. Why wade through thick reading material when a few, high-quality photos and some short content provides all the information one needs to make a transaction?
Evidence of this slow change also can be found in Amazon’s Seller Central where more inventory fields are being offered and indexed.
Coupled with Amazon’s push to make Titles and Bullets significantly shorter, these interface and indexing changes appear to point toward a future in which content may not be as heavily promoted on the front-facing side of Amazon, but more in certain fields in Seller Central.