Writing Amazon Product Descriptions is a job description that is underrated. Many think that it’s easy to simply write the bare minimum, but there’s so much more to Amazon Descriptions than meets the eye.
With hundreds of millions of products in stock and over $100 billion in annual revenue, Amazon is the undisputed leader in the online retail industry. Regarding both sales and customer base, no other e-commerce company comes close.
For small business owners and large corporations alike, Amazon is the perfect venue to boost sales and grow brand awareness. But with so many products available on the platform, Internet retailers have to do everything they can to make their products more visible than those of their competitors.
If you’re an online retailer, the key to boosting visibility and conversion on Amazon is to make sure you’re ranked high in search results. One of the best ways to do this is to master the art of writing great product descriptions that appeal to both potential customers and to search engines.
How to Write Amazon Descriptions That Convert
Writing Product Descriptions According to Amazon’s Guidelines
There are millions of marketplace sellers on Amazon. To keep everything consistent and to provide the best experience for customers, the company provides a set of guidelines for its sellers.
These guidelines are pretty straightforward and easy to follow. If you’re selling products on Amazon, these will help you present your items in a way that compels customers to buy.
According to Amazon, when writing product descriptions, you should:
- Indicate the main features, including style, size, dimensions, uses, benefits, warranty information, and care instructions
- Limit the descriptions to product-related information
- Leave out details like availability and price
- Leave out any seller-related information, including email addresses, website URLs, and seller names, phone numbers, and addresses
- Avoid talking about other products that you sell
- Avoid using promotional language
- Mind your grammar and punctuation
- Write in complete sentences
Amazon emphasizes the need to be safe, which means that you should always include any required health or hazard warnings and product safety-related information. You should also aim to be accurate.
Amazon strictly prohibits false information about a product’s features and specifications. You should also be considerate and avoid any content that could be considered offensive, obscene, or pornographic. If you are selling books or media products, avoid writing anything that could be viewed as a spoiler.
It’s also a good idea to try to keep product descriptions short and concise. Write clearly and make sure that the product description matches the images on the product page. Don’t apply any formatting or scripts (even HTML).
Quotes, testimonials, and reviews are not allowed in the product description. If your buyers are looking for recommendations, they’ll have to turn to the reviews left by Amazon customers. Sellers are not allowed to solicit positive reviews in their product pages.
Amazon says that sellers should comply with these standards for any product they sell on the marketplace. If sellers don’t follow the rules, they risk having their selling privileges temporarily or permanently removed.
How the Amazon Algorithm Works
When you’re looking for a specific product and enter it into the Amazon search bar, the application uses what’s known as the A9 Algorithm to show you a list of products, with the most relevant ones at the top.
Each product is filtered and ranked using a variety of factors that, taken together, tell Amazon how likely it is to turn a profit for the company.
Amazon’s algorithm ranks each product based on its performance and relevance. Performance is based on things like price and click-to-sales rate, which is the number of Amazon visitors who click on the product on the search results page and then go on to actually purchase it. The higher that rate, the higher your product will rank in the search engine results page.
Relevance is based on the contents of the sales page. These include the product description, title, subtitle, and bullets. This is where your ability to write compelling product descriptions and to use keywords strategically comes into play.
If you get the keywords right, your product has a better chance of being matched to searches and of being ranked higher in search results.
These two metrics (performance and relevance) work together in a cycle. The better you optimize your product page, the more sales you make. And the more sales you make, the higher you rank in search results.
What this tells you is that you need to learn how to optimize your product descriptions so that your products will appear in the first page of search results.
It’s all about knowing which keywords to use and incorporating them as organically as possible into your product titles and descriptions. If you can do that, it will be easier for people to find your products.
Dos and Don’ts of Writing Amazon Product Descriptions
Seventy percent of people who search for products on Amazon never make it to the second page of search results. This means if you can get your product to place in the first page of Amazon search results, you have a significantly higher chance of selling it than if it appeared in the second or third page.
So how should you write your product descriptions so that they’ll rank higher?
While you should definitely follow Amazon’s rules for writing product descriptions, there are few other practices that will guarantee that your product will rank high in Amazon’s search engine results page.
If you look at the product descriptions that make it to the first page of search results, some are short while some are long. Some are very obviously stuffed with keywords while some are written in a very straightforward manner.
Nonetheless, there are some hard and fast rules that will help you optimize your product descriptions.
- Follow the guidelines. Some sellers don’t, but you still see their products in the search results. Maybe you can get away with it too. But personally, I’d rather abide by the rules rather than risk having my listings, which I’ve worked hard on, be suddenly taken down. I would also rather not be banned or otherwise sanctioned by Amazon.
- Figure out who your customers are. Who are the people most likely to purchase your products? Write your product descriptions in a way that addresses their needs and concerns. Why do they need your products? If you can determine who your target customers are, you can successfully craft descriptions that emphasizes features or benefits that they’re looking for.
- Don’t stuff too many words into your product titles. The title is one of the first things the eye lands on in a product page, so you don’t want it to be a block of meaningless text. Sure, optimizing the product title is a great idea, but don’t sacrifice readability either. Pick the most important keywords to put inside the title, but don’t go overboard.
- Use keywords wisely. Amazon’s algorithm doesn’t like keyword-stuffing in the product title or in the product description. Instead of using one keyword or keyphrase over and over again, choose multiple related keywords and scatter them in the description. Just make sure the whole thing still reads naturally and that everything in it is relevant information.
How to write better product descriptions
Here are some tips to keep in mind when writing product descriptions for your Amazon listings:
1. Make sure your descriptions are easy to read.
People are scanning your descriptions because they’re already considering buying it — or something similar. The last thing you want to do is to alienate them with vague descriptions, walls of text, and irrelevant info.
For product descriptions that read well, stick to the active voice, use simple words, and be as specific as possible when talking about your product.
2. Stick to the point.
Don’t ramble. Your goal is to get potential customers from contemplating whether they should buy your product to actually hitting that buy button. Don’t let them lose interest.
When crafting your product descriptions, make sure your flow is good, your content is organized, and every single word is relevant.
3. Avoid keyword-stuffing.
Don’t focus so much on keywords that you sacrifice readability, which may actually be more important. Keyword-stuffing is painfully obvious and it doesn’t sit well with readers.
It’s annoying to read and may push your potential customers to close the page and consider a competitor’s product instead. Keyword-stuffing doesn’t help your search result rankings either.
4. Be honest.
Your product descriptions should always be factual and as accurate as possible. Never exaggerate your product’s features or benefits. This can lead to negative customer reviews, which will only hurt your brand.
5. Emphasize the product’s benefits instead of its features.
Sometimes, simply listing a product’s features doesn’t cut it. Potential buyers have to be able to quickly make the connection between the product and what they get out of using it. Instead of enumerating a product’s features, highlight its benefits.
Write about how it will make customers feel, how it will make their lives easier, and so on. The more excited they get about the product, the better the chances of them actually buying it.
People visit Amazon because they’re ready to buy a product or two. When writing product descriptions for Amazon, remember that you just need to give your potential customers a small push to get them to actually make a purchase.
So optimize your Amazon prouct descriptions for search, follow Amazon’s guidelines, and keep things simple and concise. Good luck!