NOTE: This is an incomplete piece and was never officially presented to Bass Pro Shops for consideration.
In 2014, while working on optimizing the CSS (a project that got postponed indefinitely) I started envisioning a product page redesign for Bass Pro Shops. The current product page was created in 2012 when the big site redesign happened, and while it was acceptable for that time and place, it wasn't holding up well under evolving user needs. Since this wasn't a requested project I had an open canvas for design, which was quite rare.
On any ecommerce product page, your most important action is adding the product to your cart; you want to make this as easy and natural as possible. Obviously you can't put all the product information in front of the customer all at once* so you have to determine the best balance of information to let new customers make an informed purchasing decision and past customers get the product as quickly as possible.