Many Amazon Sellers and Vendors believe that if you own your brand, have brand registry and upload content to Amazon that your content displayed. This is not the case.

Amazon has said that other sellers who have retail contributions might be given preference. Amazon reserves the right to display an image that is pulled from another seller's data related to that ASIN, a bullet point etc.

Explaining Retail Contributions on Amazon

“Retail contributions" generally refer to the content, information, and materials that sellers and brand owners provide to online marketplaces like Amazon to create and enhance their product listings.

These contributions are essential for creating comprehensive and engaging product detail pages (PDPs) that help customers make informed purchasing decisions. We have seen various retail contributions that include various types of content:

• Product Descriptions: Detailed and accurate descriptions of the product's features, specifications, benefits, and usage instructions. A well-crafted product description can provide customers with a clear understanding of what the product offers.

• Images: High-quality images, videos, and other visual content that showcase the product from different angles demonstrate its functionality and give customers a visual representation of what they are buying.

• Bullet Points: Concise bullet points highlighting the product's key features, advantages, and unique selling points. This makes it easier for customers to grasp the product's benefits quickly.

• Technical Specifications: Detailed technical information about the product's specifications, dimensions, materials used, compatibility, and more. This is particularly important for products that require specific technical details.

• Product Variations and Options: Information about different variations or options for a product, such as colour choices, sizes, and configurations.

• A+ Content and Enhanced Brand Content: Enhanced content formats that allow brand owners to present their products in a more visually appealing and engaging manner. These features include interactive modules, comparison charts, and additional images.

• Frequently Asked Questions (FAQs): Common customer questions and answers about the product, which can help alleviate doubts and concerns.

• Usage and Care Instructions: Guidance on how to use, install, maintain, and clean the product properly.

So, in sum, while being the brand owner gives you certain privileges and control over your product listings, Amazon's algorithms and processes still play a role in determining which content is displayed on a product detail page (PDP). It is not uncommon for example to see this kind of response from support when trying to update content (even on Vendor, where content control is usually better than on Seller):

Here are examples of content that can help overcome this challenge:

• Quality and Relevance: The calibre and pertinence of your content hold weight. Amazon's goal is to furnish customers with precise and valuable insights. Well-crafted, comprehensive content, aligned with customer inquiries, stands a higher chance of being chosen by Amazon's algorithms for display.

• Adherence to Content Guidelines: Compliance with Amazon's guidelines and regulations is essential for your content. Any infringement could lead to non-usage or a potential review, even if you possess brand ownership.

• Engagement with Customers: Amazon values engaging content that resonates with customers. Content addressing prevalent queries, accentuating product attributes, and furnishing valuable data can elevate engagement, enhancing the likelihood of being displayed.

• Conversion Rates: Content contributing to higher conversion rates, indicating a better ratio of visitors making purchases, will often receive preference.

• Historical Performance: Amazon might factor in the historical performance of your content for a given ASIN. Content consistently leading to positive outcomes, like sales and customer engagement, bolsters its odds of being employed.

• Competitive Landscape: Amazon may evaluate your content vis-a-vis contributions from other sellers or brand owners for the same ASIN. Superior content that shines within the competitive context is more likely to be chosen.

• Customer Reviews and Feedback: Favorable customer reviews and feedback indirectly sway the odds of Amazon adopting your content. High customer satisfaction reflects positively on your content's precision and relevance.

• Algorithmic Variables: Amazon's algorithms consider diverse factors to identify the most pertinent content for customers. Variables might encompass keywords, images, historical data, and more. Aligning your content with these algorithmic considerations heightens the likelihood of selection, although the precise.

• Brand Reputation: A robust brand reputation, well-reflected by your content, could earn it priority over alternatives.

• Content Enhancement: Utilizing features like A+ Content or Enhanced Brand Content can bolster content quality and presentation. Such enhancements render content more appealing to both customers and Amazon's algorithms.

The emphasis is on creating impeccable, precise, and captivating content aligned with Amazon's guidelines and, coupled with comprehension of Amazon's algorithmic mechanisms, this approach improves the prospects of your content being selected for presentation on your product's ASIN page. In practice, this means trying to upload content repeatedly, and adjusting content if you are not successful in order to test

Listings are dynamic and subject to shifts as algorithms evolve content preferences based on customer experience. While there's potential to appeal through Amazon support, outcomes can be variable, often diverging from logical expectations.