A recent Yeoman study of over 1,500 items sold on Amazon from a leading US manufacturer found a whopping 70% contained errors or did not follow Amazon’s best practice recommendations for providing product details. This study further showed the same level of inaccuracy on Google and Bing product searches. This is a maddening problem that plagues manufacturers in every industry. Once a product is “out there,” resellers, partners, distributors and reviewers end up shaping and revising the product details that your customers are going to use to make their purchase decision.
Products sold by Amazon definitely had better data quality, but less than 4% could be considered 'optimized' with the proven best practices for any item:
This isn't necessarily Amazon's fault. Amazon relies heavily on third party merchants as part of their product information set. Manufacturers who don’t understand how product details evolve online end up with a mish-mash of ‘ugly baby’ product details that hurt their sales - both offline and online.
To address or avoid data quality problems, make sure you have these three key components in place:
Yeoman specializes in working with manufacturers and publishers to help you understand your online sales and distribution channels. Contact us today for a review and assessment of your current data quality online. We've helped scrub, clean, and optimize over 500,000 items in the last year alone!