Amazon and Walmart showed the best performance at displaying online content that engages customers, but even they scored only barely over three on a five-point scale, according to a Content Status study of more than 7,000 automotive aftermarket products across five categories.

When trying to sell automotive aftermarket products online in today’s hot market for auto parts and equipment, it’s a good idea to include the brand name in a product display’s headline and description.

The quality of content that shoppers see online immediately sways their purchase decision, making it critical for distributors, retailers and manufacturers to get it right.

But a recent study of online sellers found that 74% of their overall product pages failed to meet basic content requirements. For example, the study found that 30% of product displays did not mention the brand name in the title, and 64% failed to include the brand name in the product description.

The study, which Content Status conducted, released its findings in the firm’s 2022 Automotive Aftermarket Industry Report. Content Status provides technology and services designed to audit and optimize product content for engaging online buyers and growing market share.

An ecommerce market heading to $144 billion

“The global ecommerce automotive aftermarket is expected to grow at a compound annual growth rate of 14.6%, reaching $143.9 billion by 2028,” the report says. “Rising digital initiatives, customer DIY preferences, and the growing production of automobiles is contributing to substantial growth.

“The epicenter of ecommerce transaction success is the product page. The quality of content that shoppers see online immediately sways their purchase decision, making it critical for distributors, retailers and manufacturers to get it right.”


The study shows the importance of product content cooperation among manufacturers, distributors and merchants. It notes, for example, that Amazon and Walmart had the highest overall content scores among merchants in the study as a result of how they worked with their suppliers on content details.

“Amazon and Walmart were the overall winners due to suppliers providing them with more content than they provide to other retailers — most likely due to minimum setup requirements,” the report says. On a scale of 1 to 5, Amazon scored 3.2, slightly ahead of Walmart.

Suppliers must provide good content

The other automotive aftermarket products merchants in the study were AutoZone, Advance Auto, O’Reilly and NAPA.

Of the 486 brands covered in the study, only six scored at least a 4 on the 5-point scale. Michelin topped the suppliers’ list, followed by Brock, Irontree, Wagner, Carbole and Purolator.


“It’s important to acknowledge that retailers and distributors are typically limited by information provided by the supplier,” the study says. “It is the responsibility of the supplier to provide quality, accurate product content.”

The study notes that product content should include within a total of 50 to 80 characters:

  • Brand
  • Product type
  • Defining qualities
  • Item name and model number
  • Such details as: pack count, quantity, color and size

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