{"id":21338,"date":"2013-12-19T08:06:56","date_gmt":"2013-12-19T16:06:56","guid":{"rendered":"http:\/\/content26.com\/?p=21338"},"modified":"2017-02-22T11:11:08","modified_gmt":"2017-02-22T19:11:08","slug":"the-sixth-reason-you-should-never-let-amazon-produce-your-product-page-content","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/the-sixth-reason-you-should-never-let-amazon-produce-your-product-page-content\/","title":{"rendered":"The Sixth Reason You Should Never Let Amazon Produce Your Product-Page Content"},"content":{"rendered":"<p>In our latest installment of our\u00a0<a title=\"Four reasons you should never let amazon produce your product-page content\" href=\"http:\/\/content26.com\/blog\/controlling-amazon-product-page-content\/\" target=\"_blank\">Why You Should Never Let <strong>Amazon<\/strong> Produce Your Enhanced Content<\/a> series, we examine this three-minute marketing video in which an Amazon representative attempts to sell us on the benefits of Amazon&#8217;s options for enhanced content.<\/p>\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"\/\/www.youtube.com\/embed\/Wdcc3R7A0lE?list=PL5Od4_3wfLzN6e4G0iV_eBWpuTmSet_cb\" allowfullscreen=\"allowfullscreen\" frameborder=\"0\"><\/iframe><\/p>\n<p>Let\u2019s freeze a couple of frames in this video to better understand how it proves, without a doubt, that you don\u2019t want Amazon to ever produce enhanced content for your products.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-21341\" title=\"A+ video screenshot\" src=\"http:\/\/content26.com\/wp-content\/uploads\/2013\/12\/A+-video-screenshot1-635x427.jpg\" alt=\"Amazon's example of good A+ content, complete with random images and poorly written text.\" width=\"635\" height=\"427\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2013\/12\/A+-video-screenshot1-635x427.jpg 635w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2013\/12\/A+-video-screenshot1-635x427-300x201.jpg 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2013\/12\/A+-video-screenshot1-635x427-440x295.jpg 440w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2013\/12\/A+-video-screenshot1-635x427-462x310.jpg 462w\" sizes=\"(max-width: 635px) 100vw, 635px\" \/><\/p>\n<p>Where do I start? First of all, is this A+ page selling dogs, or worse yet, dog paws?<\/p>\n<p>Amazon rules require that product images are of the product. The page in this frame would get immediately rejected by the A+ team because it does not show images of the product. A quick glance creates customer confusion, not exactly what a vendor wants their product content to do.<\/p>\n<p>As for the text\u2026 where do I stop?<\/p>\n<p>The text is difficult to read on <strong>YouTube<\/strong>, but here are some highlights to consider:<\/p>\n<ul>\n<li>\u201cAn essential tool for homes with pets, the all natural dog bone is great for all your pet needs.\u201d<\/li>\n<\/ul>\n<p>A dog bone is a \u201ctool\u201d and it\u2019s really \u201cgreat for all your pet needs\u201d? Will it walk and wash your pet too?<\/p>\n<ul>\n<li>\u201cThey are also shown in improving the dog\u2019s dental health by giving the dog a chance to exercise gums and scrape teeth.\u201d<\/li>\n<\/ul>\n<p>Did a native-English-speaking marketing person really approve this sentence?<\/p>\n<ul>\n<li>&#8220;Do you want something that you know only has natural ingredients.&#8221;<\/li>\n<\/ul>\n<p>This question-cum-declarative sentence is playing fast and loose with the all-natural speech and grammar patterns of humans, and it&#8217;s also the last sentence of the description. I guess it ends in a period instead of a question mark because there&#8217;s really no answer.<\/p>\n<p>And don&#8217;t fret about the wealth of minor grammatical errors in this two-section description. Consumers don&#8217;t need good grammar, AKA &#8220;accurate information,&#8221; to make a buying decision, so vendors certainly don\u2019t need a copyeditor\u2019s time to be included in this service.<\/p>\n<p>As for the section headers, usually considered the best avenue for conveying at-a-glance user-benefit product information, here\u2019s what the A+ example shows:<\/p>\n<ul>\n<li>From Our Home, to Yours<\/li>\n<\/ul>\n<p>Again, I ask myself, are they selling dogs?<\/p>\n<ul>\n<li>All Natural for your Dog<\/li>\n<\/ul>\n<p>And again I wonder, what&#8217;s the value of a copyeditor?<\/p>\n<p>Let\u2019s look at another frame:<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-21366\" title=\"Amazon builds for you\" src=\"http:\/\/content26.com\/wp-content\/uploads\/2013\/12\/amazon-builds-for-you.jpg\" alt=\"Amazon's humble offering to build product pages for vendors for only 2,000 dollars.\" width=\"639\" height=\"422\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2013\/12\/amazon-builds-for-you.jpg 639w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2013\/12\/amazon-builds-for-you-300x198.jpg 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2013\/12\/amazon-builds-for-you-440x290.jpg 440w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2013\/12\/amazon-builds-for-you-462x305.jpg 462w\" sizes=\"(max-width: 639px) 100vw, 639px\" \/><\/p>\n<p>Here we get to the heart of the matter: Amazon\u2019s new self-service template option in Vendor Central. Notice the prices: For a mere $500, you can purchase space on your product\u2019s page that will house the content you create. That\u2019s right: $500 to describe your product, so consumers know what they are buying. Fair enough, a slotting fee. And for $2,000, you can let Amazon produce the same kind of awesome A+ content you\u2019ve just seen in this video.<\/p>\n<p>Over the next 20 seconds of the video, we are shown how to purchase this service from Amazon. The video says nothing about the turnaround time to build the pages, the rounds of content revisions you won\u2019t get, or the control you won\u2019t have over your messaging. But it does show you how easy it is to submit your order and pay Amazon.<\/p>\n<p>And let&#8217;s remember this video is Amazon&#8217;s <a title=\"The fifth reason you should never let Amazon produce your product-page content\" href=\"http:\/\/content26.com\/blog\/fifth-reason-you-should-never-let-amazon-produce-your-product-page-content\/\" target=\"_blank\">own example of product content for one of their newest products<\/a> (the self-service template). You&#8217;d think they might have invested more energy in the content. Shown the actor the script a few times prior to filming so he knew what he was supposed to say, developed product content that actually demonstrated the features of good content called out in the video, trained the dog to act out the metaphor of looking lost instead of looking like she was just following treats\u2026<\/p>\n<p>All kidding aside, if this video is representative of the importance Amazon places on content production, do you want them to have a say over your content?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In our latest installment of our\u00a0Why You Should Never Let Amazon Produce Your Enhanced Content series, we examine this three-minute&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25543,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[789],"tags":[1403,875,14],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.0 - 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He has worked in publishing and online media since 1999. He lives in Seattle with his family, Tamara, Cassandra and Lucas. He has spoken at Cleveland Research Company Ecommerce Forum, My Digital Shelf Online and Digital Grocery Summit, and Gilbane Digital Content Conference. 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