Amazon is all about the products. However, without copy, your products blend into the background, while your competitors take the lead. Whether or not it’s worth hiring an Amazon copywriter is a debate many sellers have.
Copy is essential, but does it play a big enough role to warrant an investment in a copywriter? This is the question I will be answering in this blog.
Let’s get into it.
What is Amazon Copywriting?
Amazon copywriting refers to the crafting of the wording customers will see on your Amazon listing.
Strong Amazon copywriting will help convince a customer to take action and purchase your product.
An Amazon copywriter has two primary functions. The first is to create copy that speaks to a customer’s needs, hopes, or pain points.
The second is more sales-orientated, ensuring your listings show up in front of the right audience and convince them to checkout.
With Amazon, keyword selection is essential, too; a good Amazon copywriter will meet the above objectives and include high traffic, relevant keywords for SEO purposes.
To understand Amazon copywriting, you need to understand the definition of copywriting in general.
A talented copywriter will increase your conversion rates by anywhere from 10 – 30%. (Yes, copy can have this kind of impact on your bottom line.)
Hiring an Amazon Copywriter for Listing Optimization
Listing optimization refers to enhancing product pages with the goal of improving search visibility, as well as conversion and click-through rates.
A copywriter who specializes in listing optimization would perform keyword research and optimize any copy and images to increase sales and boost conversion rates.
Let’s look at some of the different elements.
While search engine optimization is generally more of a marketing function, copywriting and SEO goes hand in hand. For a product listing to appear in search results, the copy needs to contain specific keywords.
Keyword research is just one piece of the puzzle, though.
To make SEO tactics worthwhile, an Amazon copywriter needs to know how to implement them correctly.
A lot of the top-selling Amazon sellers I talk to speak about the importance of keyword placement.
Your title and backend keywords should always include your top keywords.
Only Amazon could confirm but based on my personal experience; bullet points seem to have the next best ranking pull.
It’s a balancing act; you need to include the best, relevant keywords whilst also capturing people attention and prompting certain emotions.
A skilled Amazon copywriter should be able to find the balance between keyword selection and writing content that resonates with your target audience.
Keyword research is an integral part of Amazon product listing optimization. It involves identifying and applying keywords to listings in a way that Amazon will understand, and potential customers will resonate with.
We use one tool for our entire keyword research process, and that’s helium 10. Read my full review here to understand how we use each of their tools.
In the video below, we walk you through our entire keyword research process.
Product Copy Improvements
As much as you want the right people to find your product listings, you still want to convince them to make a purchase.
An Amazon product copywriter will also improve your copy to make it more engaging.
When a customer resonates with your copy, it creates trust and the belief that you can cater to their specific needs.
Copywriting is an art, and if you are good at it, you can be worth a lot of money.
Are There Different Types of Amazon Copywriters?
When I first started searching for copywriters for my Amazon business, I realized that not everyone had the same experience or skill set.
For example, an Amazon product description copywriter may be skilled at writing engaging copy that speaks to your specific target audience. They may have little to no experience with SEO and the latest optimization tactics.
A product description copywriter generally focuses on product titles, highlighting the benefits of your products, and describing the full functionality or appearance of your products. This means you would need to provide them with the necessary keyword research.
A senior Amazon copywriter, on the other hand, has a more diverse skillset – at least most of them do anyway.
Not only do they know how to craft a compelling story, but they are well versed in what it takes to optimize an Amazon product listing and how to find the right keywords.
Many of the senior copywriters I have worked with also know how to report back on their results because they are familiar with the Amazon platform and other reporting tools.
As you can imagine, a senior copywriter will charge a higher hourly rate for their services.
The type of Amazon copywriter you choose depends on the extent of your copywriting knowledge, specific business requirements, and budget.
If you’ve found a good copywriter that you trust, you can always train them to understand the SEO/Amazon keyword side of the equation.
Where to Find an Amazon Listing Copywriter
The good news is there is a wide selection of talented Amazon product copywriters available for hire; you need to know where to look.
Based on my experience with hiring freelancers, there are two sites I would recommend before any others: Upwork and Fiverr.
Not only do these sites offer one of the widest selections of freelancers, but they also cater to a variety of requirements and budgets.
What I appreciate are the processes these sites have in place. Their policies protect both freelancers and business owners, which is excellent when you haven’t hired online before.
As you can see, the example candidate above (Joe A) charges $100 per hour.
The keyword that captures my attention in his profile is “Direct Response Copywriter”, this is a skill we are looking for!
Copywriters with this skill should be able to compel a customer to take a specific action; we want to utilize this skill to encourage more customers to buy.
Upwork freelancer profiles are very detailed, ensuring you have a thorough understanding of their skills and experience before you hire. You can view feedback from past clients and see the result of past projects.
I have also heard some positive feedback about FBACopywriter, a site dedicated to Amazon copywriting. For a fixed price, you can get assistance from an experienced copywriter that specializes in Amazon product listings.
Is It Worth Hiring an Amazon Copywriter?
There are many excellent reasons to hire someone to assist you with Amazon copywriting tasks. It’s essential to see this as an investment in your business.
It doesn’t matter if you are selling the right products. If you can’t get the basics right, your listings won’t go very far.
The moment a potential customer lands on your listing is when you need to grab their attention – product images and copy are critical to this.
You might be able to string a few words together, but do you know how to use words to make customers feel like they can trust you?
What’s more, you have a business to run. By hiring an experienced copywriter, you have the chance to focus on more critical aspects of running and growing your Amazon store.
Competition is fierce on Amazon, so doing anything you can to stand out from competitors will serve you well now and in the future.
Once a copywriting works on your product listings, use it as a learning opportunity. What did they change and why? What effects did these changes have on traffic and sales?
If you are interested in furthering your FBA knowledge, even more, consider signing up for the eBusiness Boss Private Label Course.