Amazon Upgrades Offer Listing Page (OLP)

May 17, 2013

Marketplaces ChannelAdvisor By ChannelAdvisor

Amazon has recently announced that it is rolling out some visual upgrades to its Offer Listing Page (OLP) in an attempt to provide a more clean and modern appearance. The OLP is the page that shows all the competing offers on a listing and Amazon also refers to this page as the “comparison shopping page.”

The updates will be rolled out gradually over the next month and will touch:

  • All selling categories
  • All Amazon marketplace locations
  • Both Amazon Retail and third-party Marketplace Sellers

Amazon says that the changes will make the page faster for faster for customers. Additionally, according to Amazon, the HTML source code is also changing to a more flexible format, which will make it easier for Amazon developers to continue to innovate on behalf of customers.

This week Amazon released a preview of the updated screen on Seller Central:

Amazon Offer Listing Page changes

Another change we noticed a few months ago was the updated main listing page in Shoes and the removal of the slightly dated blue buy box area. The listing page combined with new requirements for Sellers to provide white-only backgrounds makes the listing look clean, modern and more accessible.

Amazon updated buy box
Why are We Excited About the Changes?

While the current changes may not be overly dramatic, we like that Amazon is making updating the user interface a priroity. A more modern look-and-feel and better page performance will improve the buying experience and will be good for third-party sellers.

Additionally, Amazon’s comment about underlying changes to make the screen more flexible means that they probably have some more updates being queued up. It will be interesting to watch what they have planned next and if a bigger redeisgn is in the works.

At ChannelAdvisor, we are keeping track of these updates. We are always looking to identify areas that may impact our sellers and ways that we can help them to be more successful in competing and selling on Amazon.

Blog post by Gina DeFrank, ChannelAdvisor Product Manager, Marketplaces

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