The Fundamental Checklist for Writing Amazon Product Descriptions
Alongside your product imagery, your product descriptions are a pivotal component of how customers perceive your product, understand its functions & values, and identify technical information. This ultimately impacts their purchasing decision. Amazon’s A9 search algorithm uses your written content to index your product against customer search queries that are relevant for your products, and this determines if your can be discovered by customers.
Whether you are writing your product content for the first time, updating outdated information, or working through a catalog clean-up initiative, the points below will help you decide what information to include on your product detail pages.
Be concise and clear: Amazon likes product detail that is straight-forward. Avoid hyperbole and over-utilization of marketing pitches. Accurately describe your product and use technical jargon only when your target audience understands or requires this information.
Understand what keywords are highly relevant to your products: using SEO tools - identify searches that customers are likely to use when looking for products like yours. Incorporate these into all your written descriptions.
Use every bullet point: many sellers fail to use all five bullets in describing their product. This leaves the customer with the feeling that the products information is incomplete or missing and may discourage them from purchasing.
Reiterate details displayed in your product images: reinforce customer understanding by clearly outlining product features and highlights.
Keep it brief: most Amazon sellers are tempted to use every character allotted to them - and stuff these fields with too many keywords. Avoid this distraction and write good content - keep titles & bullets simple, legible, and to-the-point. Customers get information overload and may abandon their purchase all together if you have too much copy.
Incorporate your customers comments in your product reviews: positive reviews can highlight the best features of your items and why they were pleased with your product, but negative reviews also give insight into potential issue with your content including inaccuracy, misapplication of your product, or other customer disappointments.
Use A/B testing to improve your content: Amazon offers Brand-registered sellers with the opportunity to run A/B experiments. Test different versions of titles, bullets, or A+ content to determine what best resonates with your customers and get attributed traffic and sales data to support your efforts.
Be creative in your descriptions; differentiate yourself from the competition: Make your products more appealing to potential customers by using storytelling, humor, or other creative elements that are unique to you and your brand.
Make sure that you understand Amazon's guidelines: Amazon has strict policies regarding written content, and this may vary by product category. If you violate these policies, your product may be removed or suppressed from Amazon until you resolve the issue.
Don’t forget the small details: Amazon has thousands of product features attributes. By filling out additional product attributes (season, audience, allergies, etc) you will help give customers a clearer picture of how your product is best used.
Creating robust product content that provides customers with authentic and informative detail will enable your business to improve search discovery, increase detail page conversion, and convert potential shoppers into loyal customers.
To support your content efforts, don’t forget to ensure that all of your products feature +5 high-resolution images that clearly display & attractively promote your product. For recommendations on how to plan for product visuals, read our post: The Fundamental Checklist for Product Images on Amazon.
Want to develop a content strategy to grow your Amazon business and dominate your product segment? Let’s chat.
Reminder: When planning and creating your product images, make sure that you have read Amazon’s Image & Listing Guidelines to ensure total compliance.