As more customers choose to order products online, Amazon sellers are also becoming more competitive. Every seller now spends time on their marketing strategies and optimization techniques. If you’re an Amazon seller who wants to increase your market share and boost your Amazon sales… One of the many things you can do is to optimize their product listings. Upload a clear and attractive product image. Improve your Amazon titles and descriptions using compelling, informative, and unique content. In this article, we will dive into how to write a good Amazon product description on the Amazon product detail page.
Benefits of Having Detailed Amazon Product Descriptions
Online consumers cannot physically see or touch your products before its bought. So having a detailed Amazon product description can help them imagine and understand what you offer. This will then affect their buying behavior. The quality of information you put out there, and how well the product descriptions are written, can also be a reflection of your brand’s value and credibility. Optimized product descriptions can also help customers easily find your products in Amazon’s search engine results pages as writing good and informative content may also give you Amazon ranking benefits.
To help you write good product descriptions, we have provided Amazon product description guidelines below. We divided them into two parts: the do’s and don’ts.
Do’s in Writing Product Descriptions
Here are some best practices when writing an Amazon product description:
1. Know your customers
The product description is more convincing when it is written from a customer’s perspective. Your tone and style of writing must be appealing to your target audience. You can do this by identifying your buyer personas, and by familiarizing yourself to each segment. Then, list down which information each buyer persona may want to see when buying the type of product you offer and include them in your descriptions.
2. Research about your products
If you’re offering different types of products, be sure to research and include crucial details and benefits of each item in their descriptions. For example, if you’re offering carpets, it’s best to indicate the type of material used in your product (i.e. fur, wool, etc), its size, how to clean it, and more. You may also indicate some benefits of using what you offer (the best things about fur, etc.) Focus on the details that can make shoppers hit the “Add to Cart” button.
3. Help the shopper experience the product
When we say help the shoppers “experience” your product, we mean indicating sentences that can appeal to the readers’ sense of touch, smell, or taste. For example, if you’re selling perfume, you can use words that would help the shopper get a glimpse of how each perfume smells. You can mention adjectives such as “fruity,” “floral,” “musky,” “mild,” etc.
4. Promote product benefits over product features
When customers search about a product, they are usually aware of their main features. You can list the basic information and specifications of your products in bullet points, while you can utilize the product description’s space to promote its benefits. Remember that not all customers can understand technical specifications, so it’s best to explain them in layman’s term, using simple and easy-to-understand words.
5. Include keywords for Amazon A9 Algorithm
Aside from potentially enticing customers to purchase your products, you can also get Amazon SEO benefits from writing detailed product descriptions. You can do that by researching for the most searched keywords that are related to your products on Amazon’s search engine, and including these keywords to your product titles and descriptions. Some other factors that may affect your ranking on Amazon’s search engine include your sales history, conversion rate, stock availability, and product reviews.
Don’ts in Writing Product Descriptions
On the other hand, here are some of the things you need to avoid when writing Amazon product descriptions:
While it’s wise to stay updated on your competitors and learn from their best practices, please do not copy and use their descriptions or even product descriptions outside Amazon (i.e. descriptions from the manufacturers of your products). Plagiarism can negatively affect your SEO ranking, and may also set you up for copyright infringement.
2. Using product description generators
Although using a text generator is more common nowadays, we still encourage you to write your own copy so you can easily use words that could trigger the selling points of your customers. If you are not an experienced writer, you may consider hiring a copywriter to do the work for you. A good product description is an asset so might as well invest on it.
3. Going overboard with marketing terms
Readers can smell overselling and exaggerated self-promotions from their own computers, so words like “state-of-the-art”, “the best you can get,” “the highest quality” or “most beautiful” are highly discouraged. Even though your products are of great quality, your customers are most likely looking for real-life, friendly and fact-based product descriptions rather than self-promotional ones.
4. Publishing without proofreading
Never underestimate the value that proofreading gives to content creation. Proofreading your content before publishing can help you avoid typos, grammatical error and wrong spellings which may also turn off buyers. At the end of the day, a well-written product description can help make you look more professional and trustworthy to online shoppers.
How to Write Good Amazon Product Descriptions
Here are some more tips in writing high-performing Amazon product descriptions. Some of the information below came straight from Amazon’s product description guidelines.
1. Include only product-related information in your descriptions
In writing content, relevance is important. Therefore, any added information you add on your descriptions that are not related to your product may be considered as noise. Claiming product features or anything that doesn’t go with the product may lead to negative reviews, so be sure to stick with the facts.
2. Write in a clear and concise manner
The shorter and more straight to the point your product descriptions are, the better. Aim for catchy sentences, and get the most important details across right away. Take note that you only have a few seconds to catch the attention of the customer, so having lengthy product descriptions may drive them away. Focus on the benefits and top features of your products, and keep in mind the 2,000-character limit.
3. Follow Amazon’s product description guidelines to keep your product page from being removed completely
Amazon has a few reasonable rules in writing product descriptions. These include not using promotional language and not promoting the company or website in your product descriptions. Truth be told, some Amazon sellers still use promotional language on their description but please don’t, since it’s Amazon’s prerogative to remove product listings that do not adhere to their requirements. It’s best to not take the risk.
4. Avoid filling your descriptions with meaningless adjectives
Gone are the days when flowery words and overselling are effective in marketing. Online customers in this generation are more observant and skeptical, and they can see through false claims, click baits and superlative words that just aim to catch attention. Therefore, it is best to focus on objective and factual information about the products you offer, instead of using meaningless adjectives (i.e. the best of the best, highest quality, top-grade, etc.) in order to sell your product. Avoid overpromising as well.
5. Be sure to match the product description to your product images
Before publishing your product description, double-check if it matches the appearance of your product in the images you will upload. For example, be sure that the list of the product’s color options are correct. If you will mention in the product description that your item comes in red, black, white, silver and blue colors, you should also upload images with all the color variants you mentioned in the description field for consistency and credibility purposes. The product size and/or weight you will include in your product description must also be accurate, and must be appropriate based on what’s in the photos you will upload.
Writing good, comprehensive product descriptions can definitely attract, entice and convince Amazon shoppers to purchase your products, and significantly increase your sales for the long haul. At the same time, investing in optimized product descriptions and using high-performing keywords can also give you the SEO advantage you need to reach more Amazon shoppers.
If you have questions or insights to share, please feel free to post them via the comments section. Please also consider joining our Facebook Group where we discuss any questions you may have about running an Amazon business.
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