Amazon Europe Content Strategy: Optimization and Translation

In the world of e-commerce, the product page is your hardest-working salesperson. Online shoppers need content that showcases your product’s most important features and benefits in a way that makes it easy for them to understand whether or not that product will suit their needs. Makes sense, right?

Some companies still treat their Amazon Europe content as an afterthought, investing little time and money to enhance the product page experience for European shoppers.

Product pages don’t just teach customers about your products and entice them to buy from you,  they also help boost your search rankings and bring more customers to your products. For that reason, every brand’s Amazon Europe content strategy should include optimizing the content, as well as planning for translation.

 

Amazon Europe Content Strategy, European Flag

 

Amazon Europe Content Strategy and Approach: Optimization

If your brand has a solid baseline of content and is looking to launch that content across Amazon Europe markets, allow us to offer you some strategic advice:

  1. First, are you ready to create content for Amazon Europe? Take our quiz to score your company’s content readiness. Then consult our checklist, and you’ll be closer to creating quality Amazon content for Europe.
  2. If your brand is ready to create or improve its Amazon Europe content, performing full content audits is a necessary step. Analyze current content on every product page for accuracy, completion, and updates. Make sure you are keeping up to date with specific Amazon content requirements for different countries.
  3. Ensure your Amazon content for Europe is optimized for best practices. Essential content—which includes the “hero image” (the above-the-fold product image), product titlebullets, and one-paragraph product description—is the backbone of any successful product page. Basic A+ content has been free to vendors for the last three years, and A+ modules have been available on Amazon Europe sites since 2015, so creating enhanced content for top-selling products should be standard practice.
  4. When all of your content is collected and optimized, you can begin the process of translating for different international sites.

Red Bull: Amazon Brand Consistency and Localization

Red Bull is a successful global brand started in Austria that sells its energy drinks on Amazon UK and Amazon Germany. The below examples of their Amazon A+ product pages show how Red Bull maintains consistency combined while also localizing content.

 

Bold banners – the company chose a colorful banner for the top of its A+ pages in both Amazon UK and Amazon Germany which displays different flavors of its energy drinks. The chosen banner design is flexible enough to allow the countries to have different text and highlight unique assortments while maintaining a similar look.

Organic Certifications – Red Bull highlights its organic ingredients through the use of the “Euro Leaf” logo, which sets standards for organic products produced within the European Union. In Germany, the “Bio” symbol also denotes organic, and has been added to the banner for the German market. These symbols provide an easy visual that connects with Amazon shoppers interested in organic products.

Comparison Charts – Red Bull offers shoppable product matrices in both its German and UK content to make it easy for shoppers to find the flavor they are looking for.

Translating Amazon Content for Europe

Content on your product pages that is properly translated and localized ensures consistent branding across multiple European countries. If you know ahead of time that you’ll need translated content for different markets, follow these Amazon Europe content strategy tips for translation.

  • Write it out: Create brand-approved content in English (or whatever language is native to your brand). Make sure to follow best practices for creating multi-lingual content to make it easy to translate and localize. Having approved, clearly written baseline content makes it easier to ensure quality control and helps avoid awkward translations.
  • Find an external provider: At content26, we work with our sister agency Pathfinder 23, which has deep experience in translating and localizing content at scale across different European countries.
  • Hire native speakers: Use professional native speakers who also have industry experience and skills in translation, marketing, and e-commerce.
  • Consider in-country translators: Look for a company that employs or contracts in-country translators. These translators are more likely to produce better results because of their familiarity with the culture and target language.
  • Quality assurance: Just like any other professional document, your translations should be checked before uploading them onto Amazon Europe sites. Once your content has been edited and proofread, have an additional translator(s) review the final product online to make sure everything is accurate.

Ready to take your products to the continent? Get in touch.