Secrets behind Amazon’s high-converting product comparison charts

Customers want the best products for their needs. In physical stores, it’s easy—a salesperson assists them in making a quick buying decision. But it’s not so for online shoppers. 

Online, customers are left wondering, “Which of these products is the best for that specific need?”

If you don’t want shoppers to buy elsewhere, on-site product comparison can work the magic for your brand. That’s why Amazon uses it.

1) Make it intuitive to compare

Amazon product comparison is pretty straightforward.

The shoppers don’t have to dig through its overwhelming categories to compare products. They could quickly do this by clicking compare with similar items below the product description.

Amazon auto-populates the comparison chart with three other best similar items, saving customers the stress and time of finding products to compare.

Here are the top three things we love about this strategy:

• Customers don’t have to waste time thinking about the products to compare.
• The auto-populated chart takes care of inexperienced shoppers and could get them going in an instant.
• By placing the comparison link directly after the product description, Amazon makes it easily accessible.

2) Don’t miss any product detail 

Amazon comparison parameters are comprehensive.

From specs to prices, Amazon covers every detail about each product that’ll allow customers to make informed decisions. 

Amazon shows additional information for just the main product, not the similar items—like warranty, customer reviews, and best sellers rank—below the comparison chart. 

It also shows the product’s technical details like the manufacturer, model number, color, product dimension, and others.

Shoppers could easily see this additional information for the other similar items by navigating to the product pages and comparing them.

Here are some of what we love here:

• The product comparison details are broad and completely covering.
• You never know what each customer cares about, so Amazon always has every detail that’ll enable shoppers to compare the products on the charts thoroughly. 
• By spotlighting the main product, Amazon keeps the shoppers focused and made the product comparison chart less overwhelming.

3) Showcase your social proofs clearly

Eighty-eight percent of consumers trust user reviews as much as personal recommendations.

Amazon probably understands this. They display the ratings and the number of reviews for each product to make it easier for customers to pick the best out of the lot. 

The product comparison page also contains some third parties’ video reviews, and Amazon also makes it intuitive for users to upload theirs.

Here are some of what we love here:

• The rating helps build trust.
• It validates and simplifies the buying decisions.
• Shoppers can easily dig into the ratings to learn the percentage that finds the product unsatisfactory.
• The video reviews from third-party websites make the buying decisions more seamless and trust-based.  

4) Tag bestsellers to help customers take a quick decision

Amazon tags their best sellers to guide their shoppers in making the right decisions.