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How to Write Amazon Product Descriptions Buyers Can’t Resist

Boost your Amazon product sales with these steps you should take to create product descriptions that buyers can't resist.

Marissa Noble Hemingway
Marissa Noble Hemingway
sr social media manager
Marissa Noble Hemingway
sr social media manager
December 15, 2022
-
1
min

Boost Your Amazon Product Sales: How to Write Amazon Product Descriptions Buyers Can’t Resist

Millions of vendors have successfully established themselves on Amazon thanks to the platform's Business Seller Program and Fulfillment by Amazon (FBA). The e-commerce platform had a successful 2021, with retail sales of over $450 billion throughout the globe. 

Still, operating an Amazon business is not for the faint of heart. It takes work to be noticed when there are 9.5 million sellers on the platform and millions of products to choose from. And everyone is trying to increase their product's visibility by ranking high on the Amazon search engine results page. This is where top-notch product descriptions come in.

When you have outstanding product descriptions, your items will be at the top of search results and just a click away from the checkout page. Here are the steps you must take to create product descriptions that buyers can't resist.

Understand Amazon's product description guidelines

The Amazon product description is essential to any Amazon listing. It lets you give more information about the item for sale in free-flowing text and replaces the sales pitch you would give in a store. 

And Amazon, just like most other e-commerce sites, has its own guidelines for how its product descriptions should be written. So, before you write product descriptions that buyers can't resist, you must understand Amazon's guidelines. Your product descriptions should:

  • Be written clearly and help customers understand what your product can do for them
  • Not contain any HTML, JavaScript, or other types of code
  • Meet character limits
  • Follow the company's style guide, which is easier to do when you use the correct template for your product category
  • Not include website URLs or contact information to encourage consumers to purchase from you directly or elsewhere
  • Not include customer reviews, quotes or testimonials

Amazon Marketplace's success depends on active listings, so it's important to review the whole product detail page requirements to avoid having your item removed for violations.

Learn how Amazon's search algorithm works

Just like Google's search results show many brands that compete with each other, Amazon's search engine result pages usually show hundreds of products. Can you imagine how long it would take a shopper to go through all of them one by one to find the most relevant ones? Thanks to Amazon's A10 algorithm, which decides instantly which products to show first, so you and your target customers don't have to.

There are multiple elements that play into your products' rankings on Amazon. However, there are three that have everything to do with your product descriptions, and they include:

  • Conversions — Amazon will give your goods more visibility in search results if a high percentage of individuals who visit your product description page ultimately make a purchase.
  • Product listing completeness — A listing with few product details has a far lower chance of ranking than one with more information.
  • Keyword relevance — Keywords tell Amazon what you're selling, so it can present it to buyers. Your description must be relevant to your search term to rank highly.

Amazon's search algorithm aims to connect shoppers with the products they want as soon as possible, which is consistent with the company's mission to be the most customer-centric business on the planet.

{{amazon-ad="/external-components"}}

What are the Amazon product description best practices?

Mastering the art of writing Amazon product descriptions will help both your search rankings and conversions. But how do you write something good for both search engines and buyers? The best way to write product descriptions for Amazon isn't always straightforward, so here are six tips to help you when writing your Amazon product descriptions.

1. Find the right keywords and phrases

Like Google, Amazon keeps track of all of its users' search activity, making it a true data mine. By doing this, Amazon is able to get a better idea of which topics are currently popular and which are most important to its huge number of users. Customers who visit Amazon's homepage are presented with a list of product categories, along with a selection of the most popular items available in each of those categories.

This is a treasure trove of data for you, since it will tell you what kinds of products are selling well in each of your categories. Use these lists to learn more about your ideal clients' wants and interests. Finding out what's important to clients helps you market to them more precisely, increasing the likelihood that they'll buy your wares.

Check out what's selling well in related categories to your products, and create a list of the descriptive terms and phrases that have been utilized in their product descriptions. Once you know what the keywords and phrases are, try to use them in your own descriptions. But you need to make sure you use the keywords sparingly because overdoing them will hurt your search ranking.

2. Create buyer personas

Knowing your ideal customer is essential for crafting compelling product descriptions. You'll need to do research and use the huge amount of customer data you've collected to start dividing your audience into different groups.

Determine the demographics of the people who would typically purchase your product. When you have a clear picture of who your ideal customer is, you can see why they would choose your brand over another. And when you have the perfect idea of your target audience, you can tailor the keywords in your product description to appeal to them.

3. Prioritize the title

At first, your title is the only thing a customer will know about your product. You need to get their attention right away, so think about what customers must know when looking for a product. Keep the title around 200 characters (including spaces) as a general rule of thumb.

The title should have your most important keyword. Include any other important information, such as colors, brands, sizes, or special features. This will help get people's attention right away. Amazon also has specific rules and guidelines about how to format your titles. These include:

  • Every word's first letter should be capitalized, except for the word "and," which should always be written in lowercase.
  • Don't use the ampersand unless it's part of the brand name of the product.
  • Write numbers as numerals, not words.
  • Prices, promotions, symbols, vendor information, and suggestive commentary should not be included in the title.
  • No abbreviations should be used for units of measurement.

And if you're going to put a lot of effort into attracting readers, you should use one or two powerful adjectives in the title. You don't want to come out as arrogant or salesy, so avoid going overboard.

4. Sell the end result – not the specs

One of the most typical errors that beginners make is just listing all of their product's wonderful characteristics. There are more effective methods for getting someone's attention. Potential buyers want to know what benefits they'll reap from purchasing and using your product, so asserting that your product is the answer to a problem is essential to writing a compelling product description.

When selling storage boxes, for instance, it's not enough to just state their material and dimensions. Include the fact that the storage containers will help individuals free up more space in their homes. If you want to reach parents with young children, you can include a line about how your storage boxes may turn cleaning up into a game for their kids.

5. Be concise

You don't have to use every single character in your product description for it to sell well. Longer descriptions don't necessarily mean that they are better. And neither is writing that talks in detail about every feature and benefit, no matter how big or small.

The following are the details you should include in the product descriptions you write:

  • Brand name
  • Benefits of your product
  • Product details
  • Product features

The goal is to draw attention to the main features that lead to the most important results for your target customers. People will decide to buy from you based on this information rather than on the million other minor details you could add.

6. Don't forget about readability

In addition to making sure your descriptions are full of meaning and get right to the point about your best-selling points, you should also make sure they are easy to read. If your product descriptions are huge walls of text, only a few people will take the time to read through them. 

Most people will quickly move on to other products with descriptions that are easy to understand. This is why it's important to use bullet points when you can, and break up large blocks of text into paragraphs with a few sentences each.

Get the perfect Amazon product photos through soona

Well-written, detailed, and engaging product descriptions do wonders for attracting and converting Amazon shoppers to buyers of your products. That said, shoppers will probably ignore your product descriptions if the product photos used in your Amazon listing are unimpressive. 

soona gives you a virtual production platform to create your own content. Our Amazon-specific product photography offers you the perfect images to optimize your Amazon listing. Book a shoot with us today to upgrade your Amazon product images.

Boost Your Amazon Product Sales: How to Write Amazon Product Descriptions Buyers Can’t Resist

Millions of vendors have successfully established themselves on Amazon thanks to the platform's Business Seller Program and Fulfillment by Amazon (FBA). The e-commerce platform had a successful 2021, with retail sales of over $450 billion throughout the globe. 

Still, operating an Amazon business is not for the faint of heart. It takes work to be noticed when there are 9.5 million sellers on the platform and millions of products to choose from. And everyone is trying to increase their product's visibility by ranking high on the Amazon search engine results page. This is where top-notch product descriptions come in.

When you have outstanding product descriptions, your items will be at the top of search results and just a click away from the checkout page. Here are the steps you must take to create product descriptions that buyers can't resist.

Understand Amazon's product description guidelines

The Amazon product description is essential to any Amazon listing. It lets you give more information about the item for sale in free-flowing text and replaces the sales pitch you would give in a store. 

And Amazon, just like most other e-commerce sites, has its own guidelines for how its product descriptions should be written. So, before you write product descriptions that buyers can't resist, you must understand Amazon's guidelines. Your product descriptions should:

  • Be written clearly and help customers understand what your product can do for them
  • Not contain any HTML, JavaScript, or other types of code
  • Meet character limits
  • Follow the company's style guide, which is easier to do when you use the correct template for your product category
  • Not include website URLs or contact information to encourage consumers to purchase from you directly or elsewhere
  • Not include customer reviews, quotes or testimonials

Amazon Marketplace's success depends on active listings, so it's important to review the whole product detail page requirements to avoid having your item removed for violations.

Learn how Amazon's search algorithm works

Just like Google's search results show many brands that compete with each other, Amazon's search engine result pages usually show hundreds of products. Can you imagine how long it would take a shopper to go through all of them one by one to find the most relevant ones? Thanks to Amazon's A10 algorithm, which decides instantly which products to show first, so you and your target customers don't have to.

There are multiple elements that play into your products' rankings on Amazon. However, there are three that have everything to do with your product descriptions, and they include:

  • Conversions — Amazon will give your goods more visibility in search results if a high percentage of individuals who visit your product description page ultimately make a purchase.
  • Product listing completeness — A listing with few product details has a far lower chance of ranking than one with more information.
  • Keyword relevance — Keywords tell Amazon what you're selling, so it can present it to buyers. Your description must be relevant to your search term to rank highly.

Amazon's search algorithm aims to connect shoppers with the products they want as soon as possible, which is consistent with the company's mission to be the most customer-centric business on the planet.

{{amazon-ad="/external-components"}}

What are the Amazon product description best practices?

Mastering the art of writing Amazon product descriptions will help both your search rankings and conversions. But how do you write something good for both search engines and buyers? The best way to write product descriptions for Amazon isn't always straightforward, so here are six tips to help you when writing your Amazon product descriptions.

1. Find the right keywords and phrases

Like Google, Amazon keeps track of all of its users' search activity, making it a true data mine. By doing this, Amazon is able to get a better idea of which topics are currently popular and which are most important to its huge number of users. Customers who visit Amazon's homepage are presented with a list of product categories, along with a selection of the most popular items available in each of those categories.

This is a treasure trove of data for you, since it will tell you what kinds of products are selling well in each of your categories. Use these lists to learn more about your ideal clients' wants and interests. Finding out what's important to clients helps you market to them more precisely, increasing the likelihood that they'll buy your wares.

Check out what's selling well in related categories to your products, and create a list of the descriptive terms and phrases that have been utilized in their product descriptions. Once you know what the keywords and phrases are, try to use them in your own descriptions. But you need to make sure you use the keywords sparingly because overdoing them will hurt your search ranking.

2. Create buyer personas

Knowing your ideal customer is essential for crafting compelling product descriptions. You'll need to do research and use the huge amount of customer data you've collected to start dividing your audience into different groups.

Determine the demographics of the people who would typically purchase your product. When you have a clear picture of who your ideal customer is, you can see why they would choose your brand over another. And when you have the perfect idea of your target audience, you can tailor the keywords in your product description to appeal to them.

3. Prioritize the title

At first, your title is the only thing a customer will know about your product. You need to get their attention right away, so think about what customers must know when looking for a product. Keep the title around 200 characters (including spaces) as a general rule of thumb.

The title should have your most important keyword. Include any other important information, such as colors, brands, sizes, or special features. This will help get people's attention right away. Amazon also has specific rules and guidelines about how to format your titles. These include:

  • Every word's first letter should be capitalized, except for the word "and," which should always be written in lowercase.
  • Don't use the ampersand unless it's part of the brand name of the product.
  • Write numbers as numerals, not words.
  • Prices, promotions, symbols, vendor information, and suggestive commentary should not be included in the title.
  • No abbreviations should be used for units of measurement.

And if you're going to put a lot of effort into attracting readers, you should use one or two powerful adjectives in the title. You don't want to come out as arrogant or salesy, so avoid going overboard.

4. Sell the end result – not the specs

One of the most typical errors that beginners make is just listing all of their product's wonderful characteristics. There are more effective methods for getting someone's attention. Potential buyers want to know what benefits they'll reap from purchasing and using your product, so asserting that your product is the answer to a problem is essential to writing a compelling product description.

When selling storage boxes, for instance, it's not enough to just state their material and dimensions. Include the fact that the storage containers will help individuals free up more space in their homes. If you want to reach parents with young children, you can include a line about how your storage boxes may turn cleaning up into a game for their kids.

5. Be concise

You don't have to use every single character in your product description for it to sell well. Longer descriptions don't necessarily mean that they are better. And neither is writing that talks in detail about every feature and benefit, no matter how big or small.

The following are the details you should include in the product descriptions you write:

  • Brand name
  • Benefits of your product
  • Product details
  • Product features

The goal is to draw attention to the main features that lead to the most important results for your target customers. People will decide to buy from you based on this information rather than on the million other minor details you could add.

6. Don't forget about readability

In addition to making sure your descriptions are full of meaning and get right to the point about your best-selling points, you should also make sure they are easy to read. If your product descriptions are huge walls of text, only a few people will take the time to read through them. 

Most people will quickly move on to other products with descriptions that are easy to understand. This is why it's important to use bullet points when you can, and break up large blocks of text into paragraphs with a few sentences each.

Get the perfect Amazon product photos through soona

Well-written, detailed, and engaging product descriptions do wonders for attracting and converting Amazon shoppers to buyers of your products. That said, shoppers will probably ignore your product descriptions if the product photos used in your Amazon listing are unimpressive. 

soona gives you a virtual production platform to create your own content. Our Amazon-specific product photography offers you the perfect images to optimize your Amazon listing. Book a shoot with us today to upgrade your Amazon product images.

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