One of the most important things you can do as an Amazon seller is to write your product description. It's your only chance to attract buyers to your product.
This also means that it's also one of the most challenging aspects of selling on Amazon. You need to get into your buyers' heads, strike a balance between being informative and concise, and sprinkle in a few keywords.
But how can you achieve this? Here are some suggestions to help people craft the perfect Amazon product description.
It is essential to consider your audience when writing your descriptions.
Before you begin writing, you should consider your audience. You should consider how people buy your product, why they buy it, and how to use it. The more you learn about these locations, the better off you will be.
If you have done some market research, you've probably already got a good idea of your target audience. But, if you need more information, looking at recent product reviews may be helpful. Furthermore, a Google search for the device is helpful. You could then find blog posts, videos, or social media posts; by people using a similar product.
Your findings determine which description format you should use. This should affect the information you include; the language you use, and the tone of voice of the description.
Familiarize yourself with Amazon's rules.
The next thing you should keep in mind before you begin writing your product description is Amazon's guidelines. According to the rules for writings on the site, the purpose of the product description is to "help the customer understand the product." Their policies are in line with that.
- Condition of the item
- Availability information
- Quotes or reviews
- Material for promotion
- Code in HTML
You can find all of Amazon's product description rules on Seller Central. The product description also must have a word count of 300 to 400 words.
Many sellers try to get away with sneaking banned content into their product listings. For example, you often see product descriptions that read "limited edition available" or contain screenshots of customer reviews. This is a dangerous game and may result in you making a listing that ranks and converts well, but that could get deleted. You could also face blacklisting.
Keep Your Amazon Product Descriptions Simple
When writing Amazon product listings, it is the quality of your work that matters, not the quantity of text you produce. Buyers don't want to read through a lengthy description of a product. They demand all the important information be presented in a simple and clear manner.
Let's take a look at two product descriptions. In this example, the seller has covered all of the bases. We've seen firsthand what it can do, its main features, and its advantages. The problem is that they've woven it into an entire paragraph of text. It can be difficult to distinguish information at a glance and may leave the buyer with an incomplete set of search results.
This template is even better. In fact, it's an excellent template for how to organize a product description. It includes all of the information but in a much more user-friendly format. The bullets make it easy to scan, as do the use of subheadings to break the information into individual portions. Considering how buyers are often in a hurry, this method may be more fruitful.
Don't Oversell Your Product
Rather than focusing on the hard sell, focus on describing the item itself. It won't add to your word count, but it will provide you with a lot of value. After all, buyers will determine what your product is worth themselves.
Take these two bullets as examples. They both make the same point, but they say it in different ways. One can be said to be made in only five words, while the other requires over 20.
This is a case where there is no real advantage to using the extra words. In fact, the second example here is working on a rather simple feature. There is no need to use so many adjectives; you can eliminate "unique," "tightest," and "bulky," and the same message would be conveyed.
Therefore, it's best to follow the first example. It's more concise and leaves room for additional details in your product description.
Of course, this will depend on your product. This will likely be sufficient for someone buying a $5 apple slicer, but it may be insufficient for a high-value technology product. Use your discretion and consider striking that fine balance between being too friendly and providing too much information.
Overcome Description Writing Limitations with EBC
If you have a product, or brand, with a particularly compelling story that you are struggling to convey in your standard product description, then you may consider utilizing Enhanced Brand Content (EBC).
With EBC, you have a choice of static design templates, which let you add more text and images to your listing. This is perfect for drawing attention to the benefits of your products and is believed to improve conversion rates. This isn't that surprising because consumers can learn more about products in this way and make more knowledgeable purchasing decisions.
EBC content is still free, but it is expected that sellers will pay for it in the future. Sellers must also have their brand in the Amazon Brand Registry to use EBC.
Don't Forget Those Keywords!
By following the instructions above, you should create an Amazon product description that appeals to your consumers and converts well. But remember that this is just half the story! To learn more about Amazon keyword research, read the following text.
In addition to creating a succinct, clear, and informative product description, it needs to also help your merchandise rank well. So, you should write your description in a way that includes as many relevant and applicable keywords as possible.
Be careful of overloading your product description, as only using a single lot of keywords won't work. Instead, keep your tone natural. You can give a good example of this by ranking four or five of your most important keywords and creating a bullet point list around them. This will provide you with a suggestion for a product description that satisfies both the needs of Amazon's algorithm and your customers.
