Amazon New Feature: Product Document Program Overview

Amazon has released a new feature previously available for Business Sellers and Buyers. We now can upload related documents to our product detail page to ensure a more transparent customer experience on the Amazon platform. Ever wondered why your products get bad reviews even after all the effort you put in as a seller concerning your attractive listings, quality assurance, etc.? Sellers have for long dwelled upon this question with various reasons cropping up. For instance, even though the product being offered is of good quality, the buyers might face certain issues about proper installation, assembly of the product’s various components, or usage. This is even more common in the case of technical goods such as electronics or goods which require an assembly of various parts, a very common example of which can be a piece of furniture.

The more conventional methods sellers generally used to follow in such cases to date are:

• Attaching a snap-shot of installation instructions as a picture in the product images.
• Some sellers take extra effort and upload a video and product images, which is a kind of video manual to install or assemble the respective product.

However, all these features are things of the past now since Amazon has come up with new features to relieve the sellers of this burden and at the same time make the product installation and other related activities hassle-free for the buyers. This new feature is called the Amazon Product Documents Program. The official statement released by Amazon on the program read as follows:

“Brand owners can now upload product documents like installation manuals, compatibility guides, and troubleshooting guides so that they will be available to customers on the product detail pages. Customers will benefit from this content pre-purchase to make shopping decisions and post-purchase to make the most of the products that they buy. Brands can reduce customer service calls and product returns, and increase customer satisfaction via this program that is free and open to all brand owners.”
-AMAZON

Here is an example of where the feature shows up on the Instant Pots product detail page.

How does this program benefit the overall selling and buying experience on Amazon?

This new program will effectively help to improve the overall buyer-seller relationship on the Amazon Marketplace. The program will enable the sellers to disclose more information to the potential buyers about the product. On the other side, the buyers can go through the product, its details more extensively, increasing their confidence in buying the product. Let us go through an example to understand better the prospective benefits that this program can nurture.

Suppose a buyer has ordered a setup-box stand for his/her home wall. Due to its considerable size, this product is sold in the form of variable components along with screws to assemble the same. Now, after the buyer has bought the product, he may discover that the assembling process is more complicated than he/she perceived it to be. Now ordinarily, the buyer would have to return the product or give negative reviews on Amazon, which will reduce the overall selling capacity of the product.

However, with this new feature, the sellers can be more transparent about the product in the first place regarding such important factual information. The buyer can then make a more informed decision about whether he wants the product or not. This will reduce the frustration stemming from an unsatisfactory purchase for the buyer and avoid the negative effects on the product listing.

Who can make use of the program?

The Registered Brand Owners can utilize the program in the Amazon Brand Registry Program. Hence, this program also serves as an incentive for being brand registered on Amazon. Also, another important positive about the said program is that it is completely free. That’s right! One has to pay no extra fee for making use of this program.

What are various documents that can be uploaded?

The program provides the option to the seller to upload from a plethora of documents mentioned as follows:

• Safety Information (PDF)
• Certificate of Analysis (PDF)
• Certificate of Compliance (PDF)
• User Guide (PDF)
• User Manual (PDF)
• Specification Sheet (PDF)
• Comparison Chart (PDF)
• Product Documentation (PDF)
• 2D CAD (PDF, DWG, DXF)
• 3D CAD (PDF, EDRW, EPRT, IGS, SLDPRT, STP)
• Application Guide (PDF)
• Brochure (PDF)
• Compatibility Guide (PDF)
• Emergency Use Authorization (EUA) (PDF)
• EUA Amendment(s) (PDF)
• FAQ (PDF)
• Instructions for Use (IFU) (PDF)
• Fact Sheet (Patient) (PDF)
• Fact Sheet (Provider) (PDF)
• Safety Information (PDF)
• Size Guide (PDF)
• Troubleshooting Guide (PDF)

Conclusion

The most important purpose that the program will serve is to improve the overall customer experience on the Amazon Marketplace. Hence, I would recommend all the sellers to register themselves and use the program to promote their products and increase their profitability. This feature will help the sellers to create a unique identity for themselves, distinct from the herd of the competitors. Similar products will be viewed as different based on documents uploaded by different sellers. The same products that would have suffered through those 1-Star ratings will prosper with 5-Star ratings under the new program. Amazon has thus allowed the sellers to equip themselves with this tool better, and now it depends on the sellers how they will make the best out of it.

If you want to increase your Brand growth and eCommerce sales, Conversion rates on eCommerce Platforms, get in touch with the Bellavix Team.

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