Increase the visibility and sales of detergent products on Amazon Italy through the optimization of product sheets, the implementation of targeted advertising campaigns and the strategic use of the Brand Store.

The analysis aims to be a useful guide for Marketing Managers, E-Commerce Managers and sales people of detergent and soap manufacturing companies in Italy, who are about to undertake or are interested in undertaking a path on Amazon Seller Central and/or Vendor.

If you are a small brand looking to make a name for yourself in Italy, there are endless activities you can undertake. You can advertise on TV, social media or billboards. TikTok is going strong now and expect Tiktok Shop in Italy soon. If you are a more established brand, you can use supermarkets, getting a dedicated section in flyers or a floor display with your products and branding.

Alternatively, you can promote and make yourself known on the most famous marketplace in the world, attracting the attention of buyers from international chains. Monetize immediately and you can track the results of your campaigns in terms of orders and revenue generated.

We have been to several trade shows this year and have spoken to over 100 E-Commerce Managers and Marketing Directors. As a result of these conversations, we felt the need to create a definitive guide on how to sell detergent on Amazon while maintaining a great profit margin.

In this guide we will see the best practices to follow to sell soaps and detergents on Amazon in Italy and abroad:

• Product Sheet Optimization (PDP)

• Main Image - What an Image Should Have to Convert into a Sale

• Secondary Images - How to Convince the Customer

• Brand Store

• Variations - Increase Profitability on Amazon with Up-Selling

Detergent Market Analysis on Amazon

In this section, our Amazon agency Storm X Digital analyses the current situation of Detergents and Soaps on Amazon Italy, and we will analyse in detail the position of the “Chanteclair” brand, taking into consideration factors such as the presence of the brand within the marketplace and the quality of its listings in terms of textual and multimedia content.

The first thing to note is the amount of turnover generated in Amazon in the last 30 days with over 2 million and 400 thousand Euros of turnover in the category. In terms of units sold per month we are around 120 thousand units.

Keyword Search “Chanteclair” on Amazon Italy

As for the keyword "Chanteclair," which is the brand name, you can see how well it is positioned organically for its branded keywords. In fact, the first organic result on Amazon is a product of theirs, which includes three bottles of the universal degreaser. 

However, the situation is different when it comes to sponsored listings, where the Ace brand completely dominates. Ace has activated a brand sponsor campaign that redirects to their store, while the sponsored results at the top of Amazon searches are dominated by Vcnet and Smac.

This situation may lead to the loss of Chanteclair's regular customers, who may be more inclined to make alternative choices as they are shown different products.

An important note to make is the lack of sponsorship campaigns aimed at brand protection , or rather the protection of the brand for the keyword “Chanteclair”. 

Searching for “detergent” in the Amazon marketplace reveals a notable lack of Sponsor Brand, Sponsor Display, and Sponsor Product results. The top sponsored search result is the brand Swiffer, which doesn’t actually offer detergent, indicating a targeting issue. While Swiffer falls into the same general category as household cleaning products, its presence here is a bit too general and seems more of a brand awareness effort.

I expected more aggression from Chanteclair in this context, considering that it does not appear in the first results of Sponsor Brand or Sponsor Display. Furthermore, in the Top of Search, Chanteclair seems to be almost absent, with Dash and Finish dominating these spaces. This suggests that Chanteclair may be missing significant opportunities to reach potential customers interested in detergents.

What could Chanteclair do better?

• Start Sponsored Brand & Sponsored Display campaigns protecting “Chanteclair” branded keywords such as “Chanteclair Detersivo”, “Chanteclair Lavatrice”, “Chanteclair” in order to protect its market share on Amazon and prevent competitors from stealing almost certain sales. 

• Activate Sponsored Product Top of Search campaigns using your category Best Sellers to prevail against competitors.

Amazon Showcase Detergents Chanteclair

An Amazon Store (or colloquially called a Brand Store) allows sellers (Sellers and Vendors) who have registered their brand on Amazon's Brand Registry to create their own “miniature” e-commerce website on Amazon.

The brand store is a free marketing tool, a space on Amazon exclusively dedicated to the brand, built with an intuitive graphic interface and easy-to-use templates, with no programming skills required.

But do Amazon Stores really help improve sales performance?

Yes. Amazon internal data has shown that:

• Stores with more than 3 pages can increase shoppers’ dwell time by an average of 83%, creating a significant brand awareness opportunity;

• They help increase sales per visitor by up to 35%;

• An adequate communication strategy that includes the periodic updating of the brand store content due to seasonality, new launches or promotional events (such as Prime Day) has the potential to record 21% more repeat visitors, with a positive effect on loyalty.

Chanteclair has a well-done Amazon store, which is a good thing considering the brand’s reach.

Amazon Product Page Analysis

Let's now analyze the Pros and Cons of the so-called Product Detail Page of this degreaser.

Product Title:

• Pros: It starts with the brand name, which is great.

• Cons: Capitalization error. The brand is registered with all capital letters, but in the title it is written in lowercase letters. This can negatively affect Amazon's brand recognition in its IDQ analysis, leading to a lower internal score.

• Cons: It's a bit too short and doesn't contain enough SEO keywords. Including keywords like "detergent", "spray" and "degreaser" could improve visibility.

Secondary images:

• Pro: There are four secondary images.

• Cons: It would be better to have six images, as this positively affects the Amazon IDQ Score. Also, it lacks a video, which is a crucial element.

Bullet points:

• Pros: Well made and informative.

• Cons: None, great work on this aspect.

Product Description:

• Pro: Present.

• Cons: Very poor. The ingredients are listed only as "degreaser", without any further details. A more detailed description would be necessary.

Additional Information:

• Pros: Well detailed.

• Cons: None, this aspect is well handled.

Brand Content:

• Pro: Use of very large images in Content A+.

• Cons: Missing the A+ Brand Story, which is essential to occupy horizontal space on the Amazon detail page. The current A+ content is not SEO optimized, there is no text and the alt text in the images is not included. Also missing a module for videos and the comparison chart where you can buy alternative products of the brand. Only 4 modules were used when in reality it is possible to insert 5 or 7 if you have the premium and plus option.

Suggestions for improvement:

1. Correct the brand capitalization in the title to align with the official registry and improve Amazon's IDQ score.

2. Add multiple secondary images up to six total and include a video to enhance the visual appeal of your product.

3. Optimize your title with relevant SEO keywords to improve organic search.

4. Expand and improve the product description, providing details on the product's ingredients and benefits.

5. Implement a brand story and plus to occupy more vertical space and improve brand visibility.

6. Optimize content and plus by adding text for SEO and make sure each image has appropriate alt text.

7. Insert a video and a module for alternative products in the content and plus, and use the maximum number of available modules to enrich the product page.

8. Add alternative products in the brand story and plus, to increase the average value of the cart (order basket value) and reduce the ACOS, thus increasing the ROAS and overall revenue.

Case Example of a Well Done Listing

How To Increase Profitability On Amazon

As anticipated in the previous paragraph, the profitability of a product sold is given by the contribution margin that it can generate after covering the expenses and here it is of significant importance to evaluate how to sell products on Amazon, considering the costs and related commissions.

From Chanteclair's product page you can see that they don't just sell one pack or one bottle of detergent, but they aim to sell packs that contain multiple pieces, multiple bottles in a single order.

This is not an isolated case in fact many food brands that sell on Amazon are adopting the option of selling multipacks.

This involves:

• Greater profitability characterized by an increase in units sold 

• A higher average receipt 

• A faster and less expensive product turnover: because the more you can sell a product quickly, the more the logistics management and storage costs decrease

• Launch sponsored advertising campaigns that have a better ROAS due to higher margins and consequently a higher return on advertising spend.

Complete Checklist to Run a Successful Amazon Detergent Vendor or Seller Channel

1. Product Sheet Optimization (PDP)

• Main Image:

  • High quality and minimum resolution of 1000x1000 pixels.

  • Clear and representative visual content of the product.

  • Pure white background (#FFFFFF).

• Secondary Images:

  • Use between 5 and 7 images.

  • Show benefits and uses of the product.

  • Product dimensions visible.

  • Lifestyle images (e.g. people using the product).

  • Information on ingredients and eco-certifications, if applicable.

  • Product explanatory video.

• Titles and Descriptions:

  • Descriptive titles with relevant keywords.

  • Maximum 200 characters for the title.

  • Clear and detailed bullet points, maximum 250 characters each.

  • Complete descriptions with essential information and keywords.

2. Brand Content

• Content A+:

  • Balance text and images to optimize your page.

  • Use A+ modules to promote related products (upsell).

  • Include engaging videos and images.

  • Descriptive alt text in images to improve SEO.

• Brand Story A+:

  • Create a section dedicated to the brand's history.

  • Use high-quality images and engaging text.

  • Highlight your brand values, mission and history.

  • Include customer testimonials and reviews.

  • Update periodically with new information or relevant events.

3. Brand Store

• Create a dedicated Amazon Store for your brand.

  • Use Amazon's intuitive graphical interface and templates.

  • Update regularly with new seasonal content, product launches or promotional events.

4. Advertising Strategies

• Launch Sponsored Brand and Sponsored Display campaigns.

  • Protect branded keywords (e.g. "Chantecler degreaser", "Ace detergent").

  • Use relevant keywords like "effective detergent", "best degreaser".

5. Change Management

• Offer products in multi-packs.

  • Create product variations for different fragrances or formulas.

  • Increase profitability and average cart value.

  • Reduce management and storage costs.