I am starting to create nieche sites for Amazon products. I have already a few KW´s with 1k monthly local searches and low competition. The ones I found are general KW´s like "roller ball pens". My question is, whether there is a big difference regarding the conversion rate between bying KW´s ("best roller ball pens" or "roller ball pens guide") and these general KW´s. Also, how would you create the homepage for general KW´s? Would you rather focus on explaining what a roller ball pen is and why it´s better than other pens or would you directly focus on promoting products (for example a Top 5 guide)? I thought about doing both by starting with a Top 5 guide and below shortly describing what these pens are and their advantages.