Missing A+, almost no video, and a “Frequently returned item” badge
Content gaps, repetitive long titles and a returns badge on one product family, and why the first fix may not be the listing at all.
2 min read
- Client
- A kitchenware brand
- Germany, France and Italy
- Title length on affected ASINs
- ~150–192 characters
- Ratings in one product family
- 4.1–4.2
- Returns badge seen on
- A checked German page
The last part of this client’s audit covered the content shoppers read before buying, and the signals that suggest something isn’t matching their expectations.
What we found
Several live ASINs had no A+ content, and video was almost entirely absent. Titles ran to roughly 150 to 192 characters and repeated the same keyword phrases.
One product family had ratings of around 4.1 to 4.2, and a checked German page showed Amazon’s “Frequently returned item” badge.
Gallery and A+
Title, ~190 characters
[keyword phrase] , [keyword phrase] , [keyword phrase] …
Why it matters
Without A+ or video, shoppers have only the title, bullets and photos to judge size, capacity and what’s in the box. Repeated phrases take up the space where those facts should be. When expectations and the product don’t match, it shows up as returns and lower ratings.
What we recommended
- 1Check product quality and packaging first, before treating a content change as the fix.
- 2Review complaint themes in reviews against the return-reason reports.
- 3Make dimensions, capacity, pack counts, included parts and any use limits unmissable.
- 4Prepare A+ and video briefs for the ASINs that are eligible.
- 5Remove repetition from titles without losing the facts shoppers need.
Want to know what an audit finds on yours?
We’ll audit one ASIN for free and send you the report.
Get a free ASIN audit