A customer who is ready to make a purchase pays a lot of attention to your Amazon product description. It might just be text, but it can mean the difference between a customer adding to cart and clicking away to a competitor listing.
Since I have spent a lot of time testing out product description combinations on Amazon, I decided to turn my winning tactics into a guide for new sellers.
Here is what you need to know to boost conversions.
How to Write an Amazon Product Description that Converts
When it comes to writing the copy for your listings, you should follow a few Amazon product description guidelines.
- Your descriptions can only include product-related information.
- Any copy you use should match your title and product images.
- No testimonials from clients are permitted. Customers can leave reviews on your listings themselves.
- Any text of a promotional nature should be excluded. This includes bold, unproven claims.
Next, let me take you through some of my personal guidelines.
Make It Easy to Read
You’d be surprised at just how many sellers make their listings overly complicated when they don’t need to.
The ideal Amazon product description should be at least 150 words and easy to read.
Opt for short, punchy sentences that highlight the benefits of the product. Features matter too, but not as much as benefits do.
A customer always wants to know what’s in it for them.
If the information isn’t essential, exclude it.
Taking advantage of Amazon’s formatting options also helps make the description more readable.
Optimize Your Copy
Optimizing your copy makes a major difference in how many sales you make. As much as keywords speak to buyer intent, they also matter to Amazon. The keywords you use in your product description are what Amazon uses to decide how your listings rank.
Remember that even though you want your listings to rank well, you should always be writing for the customer. Incorporating keywords into your copy needs to be done in a way that looks and reads naturally.
Keywords don’t just belong in your Amazon product description either. You should also be using them in your listing title and bullet points – more on that later.
Below you can find the keyword research tutorial that my team often uses during the description creation process.
Create Buyer Personas
This is one exercise I highly recommend before you start writing your descriptions. Creating buyer personas before you start with your copy ensures it appeals to a specific audience. Chances are, your product isn’t for everyone, so take the time to get to know your ideal customer first.
In fact, I have even found that developing buyer personas helps guide my keyword research too. Knowing a customer’s reasons for purchasing a particular product gives you a good idea of the search terms they will likely be using.
Pay Attention to Product Title Length
I’ve come across some really lengthy product titles, but you really don’t need to use more than 200 characters, including spaces. 200 characters give you just enough to create an effective title without overwhelming a potential customer. I’ve also found that this gives you the best chance of showing up for relevant searches.
Since titles are another important element of any product listing, I’ve put together an entirely separate guide on this.
How to Write Bullet Points for an Amazon Product Description
Next, I will take you through the art of writing bullet points for your Amazon product listings.
They’re one of the most effective ways to communicate details about your products in a way that captures the attention of a potential customer.
You can add bullet points to your listing via Seller Central by clicking on the Key Product Features option under the Description tag.
As a seller, you can add up to 5 bullet points of no more than 500 characters each. However, if you’re a vendor, you get to add up to 10 bullet points with a character limit of 255.
Here are some of my personal tips for writing better bullet points for your Amazon product descriptions:
- Get the formatting right. Formatting makes a difference to how visually appealing your bullet points are. Keep it short, sharp, and simple.
- Avoid the temptation to keyword stuff. Bullet points are a great place to include keywords but only in moderation and in ways that make sense. Remember that you are writing for people as well as Amazon’s search engine.
- Touch on those pain points. Customers generally buy products because they have a particular problem that needs solving. Use your bullet points to focus on how your product can solve their problems. This is why I mentioned the importance of benefits over product features.
- Keep your ideal customer in mind. This is another area where those buyer personas come in handy. Along with your description, make sure you are also writing your bullet points with your ideal customer in mind.
- Get to the point. Bullet points are designed to give you the highlights, so keep them short and to the point. Only include essential information and get rid of any salesy wording. I’ve come across a number of bullet points that read like an infomercial.
What are Style Keywords in Amazon?
This is another category of keywords that can be added to your Amazon product listings. They’re linked to filters that customers apply to their search results. I recommend adding style keywords to the mix when creating your product listings.
Examples include product attributes and intended use, subject matter, and target audience, all of which are located in a drop-down menu.
You do need to apply this option if you want your product to appear in filtered search results.
Source: Seller Central
Can You Copy a Product Description on Amazon?
New sellers, who are strapped for time, often ask me whether they can copy and use another seller’s description.
Unless you are selling a product on behalf of a brand, I’d always avoid this. Your description should be unique and not copied from another listing; Amazon could end up suppressing your listing if you copy without permission.
The copy and paste option is easier, but it won’t do you any favor.
If creating product descriptions is really something you don’t want to do or have time for, hire a professional freelancer to assist you.
Your product listings matter and are worth the investment of time and money.
A good Amazon product description will serve you well on Amazon and Google, now and well into the future.
Get Started with Your Amazon Product Descriptions
The competitive nature of Amazon will never change but creating engaging and relevant product descriptions is one way to stand out.
Along with using the above tips, explore competitor listings and learn what you can.
Don’t forget your visual elements either – on Amazon; a picture really is worth a thousand words.
Let me know if you have any questions in the comments section below.