In general, Amazon's sellers use strategies that are primarily linked to prices when selling household goods and furniture. However, some experts have made some important findings after analyzing more than 365,000 furniture and household product pages on Amazon:
Finding one: relative to the overall star, consumers are more concerned about the reviews
The investigators will classify the surveyed furniture and household products by the price range, which is divided into: US$49.99 and below, US$50 to US$199.99, US$200 to US$499.99, and US$500. Then view the length, product points, product images, product ratings, and product reviews described in the product pages for each product in each price range.
The investigators then listed the top 10% and the bottom 10% of the products in each price range respectively.
The survey found that the best-performing product in the price range of $49.99 and below had an average of 725 reviews, while the best-performing product on average had 124 reviews.
In addition, the average number of product reviews for underperforming products does not exceed 40, regardless of the price range.
However, from the above figure, it is not difficult to find that the products with the best performance and the products with the worst performance have few differences in the average product evaluation, which is far from the difference in the review.
This further emphasizes the importance of the number of reviews. Although the overall star rating makes sense, it has far less influence on sales than reviews.
Finding 2: The focus is on display, not description
In the high-price range furniture and mid- to high-end household products, the average selling length of the best-selling products is much longer than that of ordinary products. This means that when consumers purchase such products, they may be willing to spend more time studying the product's size, quality, material and other information.
However, in the low price range (49.99 US dollars and below), the average description length of the products with the best sales performance is shorter than the worst performance. When people buy this kind of product, they tend to consider it less carefully. Compared with products such as candles and eyeglasses, the product's first picture and the content of the first half of the layout, people can influence people's purchases.
At the same time, among the surveyed furniture and home products, the top 10% of Amazon sales have an average of 5 pictures on the page, 2 to 3 more than the poor product pictures.
No matter what price range your product is in, product description is important, but product images should not be ignored. Brands should provide consumers with more product images to attract them to purchase and increase conversion rate.
Finding 3: The number of single-page images is also worth investigating
As mentioned above, there are an average of 5 pictures on the page for the best performing product, but when viewing the distribution of the number of pictures on the product page, a product page with a picture is mostly found.
In fact, many sellers on Amazon have paid attention to the importance of the number of product images, because it has an impact on the A9 ranking and product conversion rate. However, as shown above, we can see that most product pages have only one picture per page, so this is a great opportunity to grasp for both mature brands and new brands.
You can improve product sales performance by adding product images and improving image quality, especially large-capacity or high-margin products.
It is worth noting that, in the past year, in order to catch up with Wayfair (the US home electricity supplier), Amazon has been committed to increasing the number of its platform furniture and household products, and Amazon has attached great importance to this category.