Amazon is the world’s largest online marketplace, with millions of customers and products. To sell more on Amazon, you need to write effective product descriptions that attract, inform, and persuade your potential buyers.
Product descriptions are also a way to optimize your listings for Amazon’s search algorithm, which determines your rankings and visibility.
In this blog, we will share some tips on how to write product descriptions on Amazon that boost your sales and SEO.
Best Tips to Write Product Descriptions on Amazon in 2024
Understanding Amazon’s SEO Mechanism
Amazon’s search algorithm, also known as A9, focuses on relevance and conversion rate. Relevance means how well your product matches the user’s search query, while conversion rate means how likely your product is to be purchased by the user.
A9 considers various factors to measure these aspects, such as product title, bullet points, description, keywords, images, videos, reviews, ratings, price, availability, and sales history.
To optimize your product descriptions for Amazon’s SEO, you need to understand how A9 works and what it looks for in your listings. You also need to do keyword research and use relevant keywords throughout your product descriptions, without over-optimizing or keyword stuffing.
Crafting Compelling Product Titles
Your product title is the first thing that users see when they search for products on Amazon. It is also one of the most important factors that A9 considers for relevance and ranking.
Here are some guidelines for writing product titles on Amazon:
- Include the product quantity, size, color, brand name, model number, and target audience (if applicable).
- Place the main keyword at the beginning of the title and avoid repeating it.
- Highlight the key features and benefits of your product, such as material, quality, function, or warranty.
- Use capital letters for the first letter of each word, except for conjunctions, articles, and prepositions.
- Use numerals instead of words for numbers, and use symbols for units of measurement.
- Avoid using punctuation, symbols, or words that are not relevant to your product, such as “best”, “cheap”, “guaranteed”, or “free shipping”.
- Keep your title within 200 characters, as longer titles may be truncated on mobile devices.
Optimizing Bullet Points
Bullet points help A9 to understand what your product is about and how it can solve the user’s problem or need.
Here are some tips for writing engaging and informative bullet points on Amazon:
- Use 5 to 10 bullet points, each with one or two sentences, and start each bullet point with a capital letter.
- Use the main keywords and related keywords in your bullet points, but avoid repeating the same keywords or information from the title.
- Focus on the benefits and value of your product, not just the features. Explain how your product can help the user achieve their goals, solve their pain points, or satisfy their desires.
- Use emotional triggers, such as “save time”, “feel comfortable”, “enjoy”, or “impress”, to appeal to the user’s emotions and motivations.
- Use facts, figures, and testimonials to support your claims and build trust and credibility.
- Use a consistent tone and voice that matches your brand personality and your target audience.
- End each bullet point with a period.
Writing Descriptive and Engaging Product Descriptions
Your product description is the place where you can tell a story about your product and convince the user to buy it. A well-written product description can increase your conversion rate and SEO by providing value and relevance to your audience.
To write engaging product descriptions on Amazon, follow these tips:
- Use a hook or a headline with a benefit statement to draw the user in.
- Use storytelling techniques to show how your product can improve the user’s lives. For example, use a problem-solution approach, a before-after scenario, or a customer success story.
- Use clear and concise language that is easy to scan. Avoid jargon, technical terms, or vague words. Use short paragraphs, bullet points, and subheadings to organize the text.
- Use a friendly and conversational tone that matches your brand and audience. Use “you” and “your” to talk to the user personally. Use “we” and “our” to show your brand personality and values.
- Use a call to action at the end with a sense of urgency, scarcity, or exclusivity to prompt the user to act fast. For example, use “add to cart”, “buy now”, or “order today”.
Importance of Keyword Research and Usage
Keywords are the words and phrases that A9 uses to match your product with the user’s query and rank your listing accordingly. Therefore, you need to select and use relevant keywords in your product descriptions to improve your visibility and relevance.
Here are some tips for keyword research and usage on Amazon:
- Use keyword tools, such as Google Keyword Planner, Amazon Keyword Tool, or Keyword Tool Dominator.
- Use long-tail keywords, which are specific, less competitive, and more converting.
- Use a mix of primary and secondary keywords, which are the main and related keywords for your product.
- Use keywords naturally and strategically in your product descriptions, without over-optimizing or keyword stuffing. Place the most important keywords in the title, bullet points, and the first and last paragraphs. Use synonyms, variations, and modifiers to avoid repetition and increase diversity.
- Use backend keywords, which are hidden keywords that you can enter in the Seller Central dashboard, to enhance your product discoverability. Use up to 250 characters and separate keywords with spaces.
Enhancing Listings with High-Quality Images and Videos
Images and videos have a huge impact on customer engagement and conversion rates, as they help the user to imagine using your product and to trust your brand.
To select and test effective product images and videos on Amazon, follow these tips:
- Use clear, bright, and professional images and videos with a white or neutral background and no distractions or watermarks.
- Use multiple images and videos to show your product from different angles, perspectives, and details. Use a zoom function for close-ups.
- Use lifestyle images and videos to show your product in use and in context. Use models or props that suit your audience and niche. Show the benefits and emotions of your product.
- Use infographics, charts, or diagrams to highlight the key features and specifications of your product. Use text, icons, or arrows to make them easy to understand.
- Use product videos to show how your product works, how to use it, or how to assemble it. Use voice-over, subtitles, or music to make them appealing.
- Test different images and videos to see which ones perform better in terms of clicks, views, and conversions. Use tools, such as Splitly, PickFu, or Helium 10, to run A/B tests and get feedback.
Leveraging Amazon’s Enhanced Brand Content and A+ Content
Enhanced Brand Content (EBC) and A+ Content are two features that Amazon offers to sellers who have registered their brand with Amazon. EBC and A+ Content allow you to add rich media, such as images, videos, banners, or interactive modules, to your product detail pages, to enhance your product descriptions and listings.
Here are some tips for using EBC and A+ Content on Amazon:
- Use consistent branding elements, such as logo, color, font, and tone, to create a memorable impression and build trust and loyalty.
- Add comparison charts, FAQs, testimonials, or guarantees to address common questions and objections, and to differentiate your product from the competition.
- Use keywords, headings, and bullet points to optimize your content for A9 and improve your rankings. Add images, videos, and interactive modules to increase your customer engagement and retention.
- Use EBC and A+ Content to cross-sell and upsell your products. Use product bundles, related products, or best sellers to encourage your customers to buy more or to buy higher-priced products.
Mobile Optimization for Amazon Listings
Mobile optimization means adapting your content and layout to fit the smaller screen size and the different user behavior of mobile users.
To create mobile-friendly product descriptions on Amazon, follow these tips:
- Write short and simple sentences and paragraphs that are easy to read on a small screen. Avoid long words, complex sentences, or extra details that may confuse the user.
- Use bullet points, subheadings, and bold text to make your content scannable and skimmable. Mobile users scan the content rather than read it, so highlight the key points and information.
- Use responsive design and images that fit the screen size and orientation. Make sure your images and videos are clear, fast, and professional. Avoid images or videos that are too big or too small, or that need zooming.
- Use mobile-friendly features, such as voice search, touch screen, or swipe gestures, to improve the user experience and engagement. For example, let the user search with their voice, interact with your images and videos, or browse through your products.
A/B Testing for Product Descriptions
A/B testing can help you optimize your product descriptions and improve your sales and SEO by providing you with data and insights on what works and what doesn’t for your audience.
To do A/B tests for your product descriptions on Amazon, follow these steps:
- Choose a goal, a metric, and a variable to test.
- Make two versions of your product description, one with the original variable and one with the modified variable.
- Use a tool, such as Splitly, PickFu, or Helium 10, to run the test and split the traffic between the versions.
- Analyze the results and compare the versions. Use statistical methods to see if the difference is significant.
- Choose the winning version and use it on your listing. Repeat with another variable or goal until you find the best product description.
Conclusion
Writing effective product descriptions on Amazon is not an easy task, but it is a crucial one if you want to sell more and rank higher on Amazon.
By following these tips, you can create product descriptions that attract, inform, and persuade your potential buyers, and that optimize your listings for Amazon’s search algorithm and SEO.
Remember, the goal is not just to attract traffic but to convert visitors into customers by clearly communicating the value of your products.
To achieve this, you need to stay updated with Amazon’s policies and continuously refine your strategies based on performance metrics and customer feedback.
And in case, it still doesn’t work out for you, Content Whale provides one of the best SEO product descriptions writing services in India, that too at affordable prices. Contact us, share your requirements and a dedicated account manager assigned to you will connect with you!
FAQs
Q. What is product description writing?
A product description is a short and compelling text that highlights the features and benefits of a product or service. It is written to attract and persuade potential customers to buy or use the product or service. Product description writing is the process of creating and optimizing such texts using keywords, tone, and style that match the target audience and brand identity.
Q. Why do I need product description writing services?
Product description writing services can help you boost your sales and brand awareness by providing you with professional and engaging texts that showcase your product or service in the best possible light. They can also help you save time and money by doing the research, writing, and editing for you. Product description writing services can also ensure that your texts are SEO-friendly and tailored to your niche and audience.
