Writing Amazon product descriptions that convert is an essential skill that every Amazon seller needs to master.
The simple truth is that the better you write descriptions, the easier your customers will find your products. Great product descriptions will also lead to faster sales and more money.
Yet, what’s the secret to writing successful Amazon product descriptions? How can you write an Amazon product description that sells?
Grab that fresh cup of coffee, and bookmark this page. We’ve got all the advice you need to write Amazon product descriptions that convert and bring in the money.
Writing Product Descriptions for Amazon
Here's our 8 step process to writing Amazon product descriptions:
- Always pay attention to the rules
- Know your audience
- Choose the right keywords
- Focus on the title
- Keep it short and sweet
- Turn features into benefits
- Bullets really do work
- Never oversell your product
1. Always pay attention to the rules
Amazon is quite strict when it comes to writing your product descriptions. So, it’s best to familiarize yourself with the rules to avoid getting suspended and shut-down.
Some of the most common rules when writing an Amazon product description are:
- Don’t mention availability or use terms like “limited stock” etc.
- Don’t add reviews or quotes to the description.
- The description cannot contain any promotional material.
- Never use HTML code in your product descriptions.
There are plenty of other rules to consider. If this is your first time writing an Amazon product description, we advise that you read the full list of Amazon’s product description rules.
Once you’ve familiarized yourself with the rules, it’s time to do a bit of marketing research before you can write your Amazon product description.
2. Know your audience
If you’re familiar with marketing, you’ll know that the first step to successfully marketing any product or service is to know your audience.
The better you know your audience, the easier it is to sell your product to them.
Don’t worry if this sounds technical or complicated.
When you understand your shoppers and their specific needs, you can create a product description tailor-made for them.
Remember, your product description is your always-online, always-friendly salesperson. This sales representative needs to be knowledgeable, approachable, and clever.
Creating this type of product description will inform shoppers why your product is perfect for them. Luckily, getting an idea of who your audience is, is pretty straightforward.
To help you understand your audience better, here’s a couple of important questions to ask:
- How does my product help shoppers?
- What frustrations or pain points are they experiencing?
- What concerns do they have?
- What are their expectations?
Some of the easiest ways to answer these questions are to look at your product’s reviews if you have any. Even if you don’t, a quick Google search can shed lots of light on your audience.
Go to forums like Reddit and Quora, and see what people are asking about your product niche.
Once you’ve gotten a better idea about who your customers are and how your product can improve their lives, it’s time to choose the best keywords for your Amazon product description.
3. Choose the right keywords
Today, shoppers don’t want to spend hours on end trying to find the best product on Amazon.
In fact, most shoppers on Amazon don’t even bother visiting the second results page.
So, you must end up on the first results page.
How do you do this?
You start by choosing the best keywords to complement your product.
A keyword is simply a word or phrase that lets Amazon know what the shopper is searching for.
If you’ve got the right keyword in your product description, Amazon will direct the customer to your product.
When writing your product description, it’s best to scatter those important keywords throughout the content. Please don’t overdo it, though. You’re still selling to people first and Amazon or Google algorithms second.
One of the easiest ways to research Amazon keywords is to use the Amazon suggestion tool.
Start typing the name of your product, and see what Amazon suggests. For instance, if you are selling the latest apple slicer, see what Amazon suggests when you start typing in only the word “apple slicer”.
This insight is important and will help show you what’s popular on Amazon.
Another way to do Amazon keyword research is to look at the top 5 best-selling products that are similar to yours. What words do they all have in common?
In this case, imitation is the best form of flattery, and it can quickly help you rank higher in Amazon searches.
However, if you want to get serious about Amazon keyword research you will need to use a paid tool like Jungle Scout, Sonar from Sellics or Ahrefs.
4. Focus on the title
Writing the product title may be one of the most important things you get to do when writing an amazing Amazon product description.
It’s the perfect introduction that tells people how your product is made for them.
Here are a couple of things to keep in mind when writing the title:
- Don’t use more than 190 characters.
- Don't use all caps.
- Use your first, most important keyword in the title
- Describe a vital detail in the title.
- If you’ve got space left, entice shoppers with descriptive language.
The title is a critical introduction to your product.
While there are hard limits on how long and unique you can make your title, we find that you’ll have a great title if you stick to the five points mentioned above.
A great Amazon product description example can be seen by checking out TrebleWind’s apple slicer.
Here you can see that this apple slicer is a heavy duty tool. It’s also easy to use and can cut, slice and core your apples.
After you’ve written a great title, it’s time to write the meat of your product description.
Now that you understand your audience, their needs, and you are well-armed with some other tasty keywords and a killer title to entice Amazon’s search engine and shoppers, it’s time to write the main part of your product description.
5. Keep it short and sweet
At Contentellect, we believe in keeping product descriptions short. Quality is far better than quantity, and this rings true on Amazon as well.
Nobody has time to read through an entire instruction manual before deciding whether they’ll buy the product or not.
So, keep your descriptions short and to the point.
If your description is short, it’ll help the customer quickly scan and understand your product. Remember, the customer is already here to buy, so you don’t need to do much selling.
Rather, tell the customer what features and benefits set your product apart from the competition. Doing this will ensure that the customer has a seamless, easy shopping experience.
6. Turn features into benefits
Every feature has a benefit. The soft grip makes it easy to hold the apple slicer. The sharp blades make cutting apples easy.
Yet, be careful of drowning your prospective customer in a wall of text listing the features and benefits.
Rather, format your description so that customers can quickly glean what makes your product so unique.
Don’t be afraid to use headings, whitespace, and bullets to list features and benefits in a neat and organized manner.
The faster your customer can understand what your product is about, the faster they can decide to buy it or not.
A great Amazon product description example comes from KUFUNG Store.
7. Bullets really do work
If you pay particular attention to how well you write the bullets listing those awesome features and benefits, you’ll have a great Amazon product description.
At Contentellect, when we write product descriptions for our customers, we follow these simple but effective rules to ensure that they are fantastic and converts:
- Don’t use the same-old descriptive words over and over again.
- Include keywords or keyphrases without sounding like a robot.
- Use as many sensory words as possible. Talk about the feel, the smell, and the colors etc.
- Provide your Amazon customers with actual benefits that relate to them.
- Always use all five bullet points for a great product description.
If you struggle to write the five bullet points, you need to do more research about your product and your audience. Using all five bullet points is great for making your product stand out from the crowd.
One last tip regarding writing the bullet points for your Amazon product description - put the essential information first. In other words, the first 3 bullets should be the most important features and benefits.
The Deiss Store does a great job making use of bullets to organize their content.
8. Never oversell your product
Most first-timers tend to do this.
They throw out a hard pitch, trying to badger the customer into buying their product.
Don’t be a bully. You'll end up getting lots of negative reviews for misrepresenting your product.
Customers are also turned away by this writing style. Not only do you end up losing money, but you also sound like a snake-oil salesman that they can’t trust.
Based on our experience, we’ve found a fine balance between text that sells and descriptions that contain value for customers.
Are you ready to write your amazing Amazon product descriptions?
Writing Amazon product descriptions is an art. It’s a fine balancing act between selling and connecting with customers.
The best way to tell whether your product description is good is to check whether your listing does any of the following:
- Your description connects well with your target audience.
- Your product ranks high in the Amazon search results.
- The description is descriptive. It’s got text that engages shoppers and explains to them the features and benefits of your product.
- Your description provides enough details to boost the shopper’s confidence and knowledge. By doing this, it makes it easier for customers to purchase your product.
Don’t worry if all of this sounds time-consuming and complicated. We have a solution for you.
Hire a professional team of writers to create your Amazon product descriptions
Writing Amazon product descriptions that convert can be difficult. There’s a lot to consider and a lot of research to be done.
Luckily, we live in the digital age. We’ve got access to incredible content writers that can craft proper Amazon product descriptions quickly and affordably.
That means you can sit back and enjoy the rising popularity of your products on Amazon while somebody else takes care of the mundane and complicated details.
See our product description writing service.