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The Amazon Playbook for CPG Brands

Create, Optimize and Maintain a Product Detail Page

About This Report
For CPG brands, the amount of sales on Amazon is small, but growth in the category is strong. To ensure they gain market share, CPG brands need to understand how to optimize their Amazon product detail page.
Table of Contents

Executive Summary

Established consumer packaged goods (CPG) brands have typically relied on retailers to do the heavy lifting in traditional grocery ecommerce channels, and may treat Amazon like just another retailer. That’s a miscalculation. For many legacy brands, which offer hundreds of products in brick-and-mortar stores, getting started on Amazon can be overwhelming.

Decisions about whether to go direct to consumer or to disrupt the usual retail channels and how to implement an effective ecommerce strategy are all on the table. Marketers often admit they are continually figuring out what works on Amazon, while trying to determine who on their internal team is responsible for overseeing that work. To start, a brand should consider taking ownership of its Amazon product detail page and optimize it for search.

Why do consumer packaged goods (CPG) companies need an Amazon strategy?

It’s not just about sales. Shoppers use Amazon as a product search tool. At this stage, a brand can reap other benefits by setting up product detail pages better optimized for search. A February 2018 survey from ecommerce product management firm Salsify found that 41% of digital shoppers in the US favor searching for products and buying on Amazon. No other method of search, including Google, came close to driving purchases to a specific ecommerce platform.

What influences the purchase decisions of Amazon shoppers?

A March 2018 poll from shopper insights firm Field Agent found that more than eight in 10 of smartphone users in the US said that product images and descriptions influenced their purchase decisions, while three-quarters of respondents surveyed cited product reviews as a key purchase driver. Nearly two-thirds of those polled said customer product reviews had a role in their purchase decisions.

What ecommerce trends are affecting CPG companies?

The food and beverage category in CPG accounts for the smallest share of sales on Amazon, yet this category is expected to see the largest percentage of growth in 2018 at 40.1%. For CPG brands, ecommerce is a path to growth, and Amazon is the starting point.

WHAT’S IN THIS REPORT? This report walks CPG brands through the importance of the Amazon ecommerce platform, how to structure a team, the elements of the product detail page and how to optimize it.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

12expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. The Value of the Amazon Product Detail Page
  3. Why Amazon Matters
  1. The Work Continues
  2. Key Takeaways
  3. Insider Intelligence Interviews
  1. Related eMarketer Reports
  2. Sources
  3. Media Gallery

Interviewed for This Report

Melissa Burdick
Interviewed July 6, 2018
Megan Harbold
The Mars Agency
Vice President, Ecommerce
Interviewed June 28, 2018
Daniel Knijnik
Interviewed July 30, 2018
Michael Lagoni
Interviewed July 13, 2018
Rob Gonzalez
Co-Founder, Executive Vice President of Business Development
Neil Ackerman
Johnson & Johnson
Senior Director, Enterprise Supply Chain Global Planning and Innovation
Interviewed June 27, 2018
Richard Brown
Pernod Ricard
Senior Manager, eCommerce, Wine and Champagnes
Interviewed August 8, 2018
Jie Cheng
Campbell Soup Company
Director, Digital and eCommerce at Campbell Snacks Division
Interviewed July 25, 2018
Kelly Creighton
McCormick & Company
Senior Product Manager, Digital and eCommerce
Interviewed August 2, 2018
Bobby Figueroa
Founder, CEO
Interviewed August 7, 2018
Rob Griffin
Head of Sales and Marketing
Interviewed July 26, 2018
Eric Heller
Marketplace Ignition
Interviewed July 13, 2018


Patricia Orsini


Caroline Cakebread
Junior Analyst
Lauren Fisher
Principal Analyst
Amy Rotondo
Director, US Research
Peter Vahle
Forecasting Analyst
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