Building Compelling Content to Compete With Amazon

• short and long descriptions;
• full dimensions and other specifications;
• multiple images with zoom functionality;
• sharing tools (e.g., email a friend and social sharing links)
• customer reviews; and
• add-to-cart, add-to-wish list and add-to-registry (if applicable) functionality.

Above and Beyond: Custom Product Pages for Your Brand
To outpace Amazon, design and create content that caters to your specific audience. Tell the product story through demonstrations, testimonials, reviews of features and more. Unique product page components feature the following:

• an engaging voice that speaks to your target audience through both style and substance (Amazon features a bulleted list and product description to point out salient features of a dress by manufacturer prAna, while Title Nine's content for the same dress focuses on the retailer's core customer base of well-traveled, active women);
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• a product story through the use of text, pictures, videos or a combination of formats;
• shopping tools unique to the category beyond size charts and dimensions (e.g., specialized feature guides and comparison charts);
• proactive customer service messaging; and
• cross-sells with context such as additional product recommendations married to personalization data.