This study goes through the detailed product pages from 36 USA leading eCommerce stores to identify their structure, via a frequency analysis on the items that compose these pages. The methodology allowed to propose two-stages to disaggregate the page, one with information strictly related to the purchase aspect, often presented in a two-columns layout, and a second stage for product promotion, such as detailed product description, Q&As, ratings, similar products, among others. That latter is often presented in a one column layout, and using drop-down menus, either vertical or horizontal.
