ENCOURAGE CROSS-SELLING WITH AMAZON COMPLEMENTARY PRODUCT SETS
Amazon, being a constantly evolving marketplace, has recently announced another advertising tool. The Complementary Product Sets allows customers to buy products that complement their primary purchase with as much as a single click. New addition to the Amazon A+ Content portfolio, this tool will help you generate even more revenue while also improving customer satisfaction.
WHY CHOOSE AMAZON COMPLEMENTARY PRODUCT SETS
Whereas Complementary Product Sets don’t offer any fundamentally new opportunities, they allow you to utilize certain areas of your product description pages in a new way.
Control Your Recommendations
Previously (and currently), the placement of recommended products in the fields “Frequently bought together” or “Buy it with” was determined by an Amazon algorithm. That’s why it’s impossible to predict which items will be featured in these fields. Moreover, the products displayed might very well be those of your competitors, so you would basically lose part of your potential revenue to some other brand for no reason at all. But Complementary Product Sets can solve that issue. No more random items in the recommendations, no more competitors stealing your sales opportunities.
Improve Customer Experience
With the Amazon Complementary Product Set feature, you can improve the shopping experience and showcase products that will complement the main item on the listing. Selling a fishing rod? Have the recommendations display a reel and a line that suit it. Whatever product you sell, there are always other items that can complement it. And it is up to you to decide which items they will be. You can showcase garments from the same apparel series, tools needed for product maintenance or items that could potentially be in the same bundle.
Add to Listings’ Visual Appeal
Having desired items displayed is only one of the benefits the Complementary Product Set offers. The other one is a customizable appearance. Everybody knows how important it is to use appealing visuals to grab people’s attention. Current recommendations simply use the main image when showcasing a product. Complementary Product Sets, on the other hand, can feature custom images and headlines. You can make the recommendation field look like a storefront of its own rather than some nondescript product offering.
TYPES OF COMPLEMENTARY PRODUCT SETS
There are two styles available for Complementary Product Sets: Product Showcase Cards and Single Image with Text. The first one allows for more customization while the second one takes very little time to launch.
Product Showcase Cards
Product Showcase Cards display from 2 to 4 products you assign. You can choose a custom headline that will crown your product compilation, as well as subheadlines for each of the featured products. You can also set images to represent your products – those can either be standard product images or custom lifestyle photos. As for the ASINs, if the product you want featured is a part of the matrix, you can specify some backup ASINS in case the primary one becomes unavailable. It’s highly important to monitor the availability of the specified products – if fewer than 2 products become available, your recommendation module won’t display.
Single Image with Text
Product Showcase Cards display from 2 to 4 products you assign. You can choose a custom headline that will crown your product compilation, as well as subheadlines for each of the featured products. You can also set images to represent your products – those can either be standard product images or custom lifestyle photos. As for the ASINs, if the product you want featured is a part of the matrix, you can specify some backup ASINS in case the primary one becomes unavailable. It’s highly important to monitor the availability of the specified products – if fewer than 2 products become available, your recommendation module won’t display.
Tired Of Random Product Recommendations On Your Listing?
POTENTIAL DIFFICULTIES WITH COMPLEMENTARY PRODUCT SETS
Eligibility Issues
Not all products can be selected for the Amazon Complementary Product Sets. There are specific requirements products have to meet to be eligible for enrollment. Those requirements cover both product compatibility and listing quality. Qualified products must have a 4+ star rating and generate high traffic. In addition to that, the displayed product needs to form complementary sets with the main product on the listing. Referring to our earlier example, a complementary product set would include a fishing rod, reel, line and tackle. Three different types of fishing rods would not be considered a complementary product set.
Product Display Quality
In both types of complementary Product Sets, there will be a preview link to the listings of the enrolled products that display their titles and main images. If your listings are optimized, this shouldn’t be a concern. If not, you may deter customers from considering your other products rather than encourage them. The main image might be unappealing or the title might be too long or confusing. This is relevant for both types of Complementary Product Sets, but especially so for Single Image with Text since preview listings occupy the majority of its space. If you want your listing optimized and ready to compete for Amazon’s top positions, we offer a dedicated SEO Listing Optimization service.
Creative’s Appeal
Complementary Product Sets allow for moderate customization, Product Showcase Cards more so than Single Image with Text. You can add custom images and lifestyle photos of your products or write a catchy headline to attract customers’ attention. However, finding suitable images and headlines that would stay true to your brand image might be challenging. There are also specific requirements to meet in addition to standard Amazon guidelines. Single Image with Text should display an image that features all the products you want to showcase. If Amazon sees your images as unsuitable, your draft won’t be approved and your recommendation module won’t display.
Complementary Product Sets launched in test format on April 2, 2024. The test is planned to run for five weeks. We’ve submitted dozens of recommendation modules for products of our partners as well as our own. Amazon instructed participants not to change the contents of the recommendation modules throughout this time. We’ve decided to do our own AB testing to see which modules will attract more attention and have a higher cart addition rate. Once the test is complete, we’ll have comprehensive data on their performance.
We offer you to make use of our expertise and first-hand experience to launch your own Complementary Product Sets. If you want to stop sharing your virtual real estate with competitors and take away the control of the recommendations from Amazon, we’re more than ready to help you do so.
Control Your Recommendations and Beat Your Competitors
FAQ
Amazon Complementary Product Sets are a new feature within the Amazon A+ Content that enables sellers to present bundles or sets of products that complement each other or work well together. This tool is designed to enhance cross-selling opportunities by allowing customers to easily find and purchase items that are related to their primary purchase.
By showcasing related products that complement the main item on the listing, Complementary Product Sets make the shopping experience more satisfying. Customers can discover additional items they might need or want, such as accessories or related products.
Yes, one of the key benefits of using Complementary Product Sets is the ability to control which products are recommended alongside your main product. This prevents competitors' products from appearing in recommendations, ensuring that you don't lose potential revenue to other brands.
There are two styles available: Product Showcase Cards and Single Image with Text. Product Showcase Cards allow for more customization and can display from 2 to 4 products, while Single Image with Text is simpler, displaying 2 to 3 products with one image representing the set.
Yes, products must meet specific requirements to be eligible for inclusion in Complementary Product Sets. These requirements include having a 4+ star rating, generating high traffic, and forming a complementary set with the main product on the listing.
Challenges may include eligibility issues, ensuring high-quality product displays, and creating appealing creatives that stay true to your brand image. Additionally, optimizing your listings is crucial to prevent deterring customers due to unappealing main images or confusing titles.
