Target has shared some compelling statistics that highlight just how powerful content elements can be in driving conversions:

• Listings with a size chart convert 3.7× higher
• Listings with user-generated content (UGC) images convert ~3.6× higher
• Listings with a product video convert 3.5× higher
• A listing with just one review makes customers 2.5× more likely to purchase
• Responding to a customer question within 48 hours increases conversion likelihood by **3.4×

This is where platforms like imagine.io can play a pivotal role—by enabling you to create high-impact visuals like 3D renders, 360° spinners, and product videos at scale, so you can quickly check off these high-conversion elements.

That means every bullet point you write, every video you add, and every question you answer directly impacts sales.

Target’s content scorecard looks holistically at a product page, similar to Amazon’s approach but with its own twist. Here are the major elements Target examines:

1. Images

Images are the first point of contact for shoppers, making them a critical component of any Target product detail page (PDP). Target recommends including at least 3 images—though 4–5 or more is ideal. These images should serve different purposes:

• Main Image: This should be on a pure white background, crisp, and focused entirely on the product. It must meet Target’s technical specifications (typically 2400 px on the longest side for zoom functionality).
• Alternate Angles: Show the product from multiple sides to give customers a complete visual understanding.
• In-Use Scenarios: Lifestyle imagery that shows the product being used can increase emotional connection and help customers imagine how they’ll use it.
• Scale Imagery: Include a visual reference for size—like a model holding the product or it placed in a room context.

Target has found that products with more than 3 images can increase conversion rates by approximately 1.6×. So, don’t stop at the bare minimum—use your image gallery to inform and inspire.

2. Video

Target heavily promotes the use of product videos. Videos are typically the third media asset shown on the PDP, signaling their importance. Types of videos you can include:

• Product Demonstrations: Show how the product works.
• Unboxings: Help manage customer expectations.
• How-To Videos: Especially helpful for products requiring assembly or usage instructions.
• Brand Storytelling: Give your brand a personality and voice.

According to Target’s data, PDPs with a video convert 3.5× higher than those without. The Content Scorecard will flag missing videos, so including a short 30–60 second high-quality clip is essential to boost both score and sales.

3. Product Title

While Target may standardize product titles for SEO consistency on the front end, what you submit still matters. Your submitted title should:

• Be clear and factual, free of promotional phrases like “Best Ever” or “Limited Time Offer.”
• Include the brand name, product type, and important attributes (size, color, quantity).
• Follow Target’s category-specific formatting guidelines.

For example: “Acme Stainless Steel Travel Mug, 16 oz, Blue.” A good title helps the guest understand exactly what they’re getting at a glance.

4. Feature Bullets (Key Features)

Target places major emphasis on bullet points—found in the “About this item” section. These should be concise, scannable, and informative. Requirements and best practices include:

• Minimum of 4 bullets, but 5–10 is ideal for high-performing listings.
• Each bullet should cover a unique aspect—don’t repeat information.
• Include key specs (e.g., materials, dimensions, usage).
• Mention benefits in a guest-friendly tone.

Customers who engage with feature bullets are shown to convert 13–17× higher, according to Target. Use bullets to answer common customer questions up front.

5. Long Description (Long Copy)

This is the “Product Details” section, and it offers an opportunity to:

• Tell your product’s backstory
• Highlight use cases and benefits not mentioned in the bullets
• Enhance SEO by including relevant keywords

Target requires that the long copy be at least 50 words, but aiming for 2–3 detailed paragraphs is ideal. Use simple, direct language. Avoid fluff or over-the-top marketing language—Target prefers content that’s clear, informative, and aligned with their guest-centric voice.

6. Attributes & Specifications

Each product category comes with its own list of required and recommended attributes. These include:

• General specs: Dimensions, weight, brand, material
• Category-specific fields: Skin type for beauty, flavor for food, battery type for electronics

Why do these matter?

• Search Filters: These attributes power the filter tools on Target.com.
• Badges: Some attributes enable visual trust signals like “Organic,” “Phthalate-free,” or “Women-Owned.”
• Catalog Consistency: Properly filled specs help keep Target’s catalog uniform and informative.

Failure to complete these fields can result in lower visibility and flagged issues in the Content Scorecard.

7. Reviews & Ratings

Target recommends a minimum of 8 reviews per SKU. Even one review can increase conversions by 2.5×. Products without reviews are flagged as high-priority issues. Keep in mind:

• Reviews build trust
• More reviews = more conversions
• Low ratings may affect shopper perception, even if they don’t directly affect the content score

Encourage satisfied customers to leave reviews and utilize programs like sampling campaigns if available.

8. Customer Q&A (Unanswered Questions)

Target’s PDP includes a Q&A section, and it expects responses to customer questions within 48 hours. If left unanswered:

• The Content Scorecard will flag the listing
• It may be marked as “red” in terms of content health
• Customers may hesitate to purchase

Guests who get their questions answered within 48 hours are 3.4× more likely to buy, so timely replies aren’t just courteous—they’re strategic.

9. Size Charts (for relevant categories)

For clothing, footwear, or other size-sensitive items, a visual size chart is critical. Target often generates the graphic, but you need to provide the data:

• Chest, waist, hip, length measurements
• Size comparison across regions (e.g., US vs EU)

Missing size charts result in content score penalties and more product returns. Provide this information at setup or through your syndication partner.

10. Rich Media & Enhanced Content

Rich media modules like:

• 360° spins
• Product comparison charts
• Interactive feature tours

...can be integrated via content partners like Syndigo. These modules:

• Deepen shopper engagement
• Improve time on page
• Increase conversion by ~2.2×

Not all sellers have access, but if you do—use it.

11. User-Generated Content (UGC)

Target may showcase UGC in a carousel section like “#TargetStyle.” While you can’t directly upload it, you can encourage it by:

• Promoting hashtags
• Encouraging customer tags
• Running social campaigns

Target has found that listings with UGC can convert 3.6× higher. It adds authenticity and builds community around your brand.

12. Understanding the Content Scorecard

The scorecard provides a visual (often color-coded) breakdown of every product’s content health. It shows:

• Content gaps (e.g., no video, no long copy, missing specs)
• Priority levels (red = critical, yellow = moderate)

Use this as a tactical tool: sort by lowest scores, fix top-priority issues first, and track your improvements over time.

Target’s content evaluation is deeply rooted in its commitment to quality and its unique philosophy of treating customers as “guests.” This sets a high bar for content standards and requires sellers to actively engage in maintaining exceptional listing quality.

• Curated Marketplace Expectations

Target Plus is an invite-only marketplace. This exclusivity means Target assumes a certain level of professionalism and quality from its sellers. As a result, sellers are held to high standards.

You may receive direct communications from Target—including detailed content scorecards via email or shared documents—with specific recommendations for improvement. These are not mere suggestions; they act as performance guidelines. Treat them seriously, as consistently ignoring them could impact your marketplace standing.

• Content Health Scorecard Distribution

Target typically provides a comprehensive content scorecard either biweekly or monthly. This scorecard outlines performance at the SKU level, identified by the Target Catalog Item Number (TCIN). Color-coded health ratings (green, yellow, red) make it easy to spot problem areas.

It also flags high-priority issues like missing videos, reviews, and incomplete product specs. Think of it as a health report card for your product catalog—one that helps you understand what’s holding back your sales and visibility.

• Partners Online (POL) Portal Compliance

Sellers working through Target’s POL portal or using content integrators like Syndigo must adhere to strict formatting and submission guidelines. These include:

• Image requirements (minimum 2400px for zoom-enabled images)
• Feature bullet formatting rules
• Long copy length and tone expectations
• Restricted words and claims (similar to Amazon compliance)

Violating these formatting rules can result in content rejection or listing suppression. Always refer to POL documentation to ensure your submission meets current requirements.

• Omnichannel Content Consistency

Target aims to unify content between online and in-store experiences. Your PDP content may appear on shelf labels, in-store kiosks, or Target’s mobile app. Therefore, accuracy is non-negotiable. Inconsistent or misleading claims can create confusion and erode customer trust. Always ensure your digital content mirrors product packaging and other branded materials.

• Category Manager & Content Planner Oversight

Many categories on Target Plus have dedicated category managers or content planners. These internal stakeholders periodically review seller content to ensure it aligns with brand standards and guest expectations.

If your score dips or content looks misaligned, they may flag it. On the flip side, demonstrating strong content health (scoring 85–90+) can strengthen your relationship with Target and potentially unlock additional promotional or placement opportunities.

• Automatic Content Enhancements

If your content lacks certain elements, Target may enrich it automatically using third-party data sources or brand websites. For instance, if you skip adding sustainability attributes, Target might still show a “Sustainable” badge if data is available.

However, you shouldn’t rely on automation. Provide complete, accurate information to ensure control over how your product is presented.

• Listing Removal for Poor Performance

Listings that perform poorly—those with sub-80 content scores and no sales over 120 days—are at risk of removal. Target wants active, high-quality listings that meet guest needs.

This makes it critical to optimize new listings right away. Add rich media, gather reviews, and ensure content completeness from the start. Early action can make the difference between product survival and delisting.

• Complete Every Content Field in Item Setup

Don’t leave any field blank. Whether it’s long descriptions, feature bullets, or nutritional labels, populate all relevant fields. Especially prioritize category-specific fields. For instance, skincare should include skin type, while electronics need voltage or compatibility info.

• Focus on High-Impact Elements First

When overwhelmed with a large catalog, tackle the issues that offer the biggest conversion payoff:

• Video: Add at least one video per product. Focus first on your highest-traffic listings.
• Size Charts: For apparel and footwear, missing size charts are a major barrier to conversion.
• Reviews: Identify SKUs with no reviews. Use Target’s review sampling programs to collect authentic feedback.
• Unanswered Q&A: Monitor and respond to customer questions daily. Even one reply can move your content score from red to green.
• Images: Upgrade listings with fewer than 3 images. Add lifestyle shots, alternate views, and infographics to reach 5+.

• Adhere to Target’s Formatting Guidelines

Even when all content elements are present, formatting matters. Common tips include:

• Use sentence case for feature bullets
• Avoid ending periods in bullets unless grammatically required
• Maintain a clean, consistent tone
• Remove promotional language and superlatives

• Utilize Rich Media if Possible

If eligible, incorporate 360° views, comparison charts, and interactive demos via Syndigo or other approved platforms. These assets increase engagement, extend time on page, and differentiate your listings.

• Encourage User-Generated Content (UGC)

Use branded hashtags and social campaigns to inspire customers to share photos. Target scrapes tagged content and displays it on PDPs, boosting conversion and authenticity.

• Monitor Scorecards and Act Quickly

Each scorecard you receive is a roadmap to optimization. Sort by score or priority, create a fix-it list, and assign tasks. Set a goal to move every red or yellow listing into green by the next scorecard cycle.

• Partner with Target’s Content Team

Engage with your category planner or Target support teams. Don’t hesitate to ask questions about formatting, eligibility, or content best practices. Proactive communication shows your commitment to quality and partnership.

• Maintain Operational Performance

Even perfect content won’t save a product with poor fulfillment, pricing, or stock levels. Content quality must be paired with operational excellence. Regularly audit your pricing strategy, shipping SLAs, and inventory reliability to ensure end-to-end success on Target Plus.

By rigorously following these strategies, Target sellers can achieve content scores in the green and reap the rewards of higher conversion rates.

Target’s guests are information-hungry and quality-conscious; if you give them robust content that answers their questions and inspires confidence, they will reward you with purchases. 

In a more limited marketplace like Target Plus, those sales can really compound, especially if you become a category leader with consistently high content health.

Target Plus rewards quality—and the brands that win are the ones that invest in premium, performance-driven content. From rich visuals to fast optimization, staying ahead isn’t optional—it’s essential.

imagine.io helps you create high-converting product visuals like 3D renders, 360° views, lifestyle images, and product videos—all without traditional photoshoots.

Want to see how it works?

Book a free demo with our experts and discover how easy it is to bring your listings to life and keep your Target Content Score in the green.