The largest online retailer in the world is Amazon. It has more than 353 million products listed on its website. So the thing is, the competition inside the Amazon platform is very tight. In this situation, if the sellers and brands can not rank their products in Amazon’s search results, they will not be able to sell their products enough. Only product descriptions that are engaging and SEO-optimized can rank the products to the top. So, it is very important to know the best practices and examples of how to write effective Amazon product descriptions.
The most influential part of Amazon product listings is product descriptions. They are written content that provides information about the product being sold on an Amazon product page. They usually appear on the product detail page. Amazon allows a maximum of 2,000 characters to write each product description. Amazon product descriptions give potential customers a clear understanding of the product’s features, benefits, specifications, and other important details.
The title of the product listing is for grabbing customers’ attention and giving as much information as possible with very few words. On the other hand, a product description describes a product in more detailedly. Shoppers can not physically touch or feel the products online. The product description is the direct substitute for that experience. The more it able the customers to feel the product, the more it increases the possibility of selling the product.
Amazon does not allow any kind of information about the company in product descriptions. It also does not allow promotional language or URLs. If properly optimized, product descriptions can easily maximize the brand’s conversions and visibility on Amazon.
Almost half of the online shoppers start searching for their desired product on Amazon first. They also use it for product suggestions. So, writing engaging and attractive product descriptions are very essential to enhance your products’ visibility. They also directly impact a product’s sales performance.
Well-written product descriptions can touch customers on an emotional level. They highlight the benefits that the product can provide and why it is valuable to the customer.
Product Descriptions provide all the necessary information about the product like size, weight, dimensions, and technical specifications. Customers make informed purchase decisions depending on this critical information.
The majority of shoppers do not look for a product beyond the first page of the Amazon search result. That is why, SEO needs to be done for every product. And, product description plays a core role in SEO. The more optimized the product descriptions are, the more Amazon’s algorithm will reward you with top search rankings.
Accurate product descriptions can help reduce the number of returns. If a customer is satisfied with the description, he is likely to purchase that product instantly.
A writer has to always keep three key factors in his mind to impress the prospects and Amazon’s A9 Algorithm with their product descriptions. Those are -
The A9 algorithm always looks at search query relevance when ranking a product. It also considers product pricing, conversion rates, external traffic, and availability.
It analyzes the keywords in the description to match the product with search queries. There are a few Amazon keyword research tools that will help you to find the right keywords or phrases that people are likely to search with while looking for your product.
Long-tail keywords with large search volumes are the keys to writing optimized product descriptions. Using these keywords only one time is enough. Keyword relevancy always gets priority over search volume.
Sometimes it is confusing and the writer suffers from indecision about choosing the keywords. In that scenario, doing A/B testing can rescue you. Be careful about stuffing keywords too much in the description. Instead, you can always add extra keywords to the dedicated search field of your Amazon product pages. In the description, you can use synonyms, spelling variations and other keywords
Conversion is the main goal of the Amazon product description. So, all the information that will help the customer make a purchase decision need to be included in the description. The benefits of the product should come first in it. Then, its key features like size, weight, materials, quantity, etc. can be added.
The easy-to-read product description is more engaging than the title or product benefits. If it's too long or difficult to read, customers will bounce from your page. So, it’s important to organize your product information in a clear manner.
Bullet points, short sentences, white space and other editing options can be used. With these the description will be scannable and engaging.
There are few advanced tips that can be only used by few.
Eligible companies for Amazon Brand Registry can benefit from utilizing A+ Content. It enables brands to enrich their product descriptions with visually appealing designs, tables, images, videos, and other elements.
As this feature is not accessible to most vendors, utilizing A+ Content can significantly elevate your Amazon product pages and distinguish your listings. According to Amazon, incorporating A+ content typically leads to a 5% increase in conversions.
To promptly detect and tackle any concerns with your product descriptions, it's recommended to leverage your eCommerce helpdesk and Digital Shelf tool in monitoring customer support tickets and online reviews.
In the event of a product being delivered differently from its description or an inaccurate listing, it's highly probable that your customers will express their discontent through these two channels.
To create an effective Amazon product description, it's crucial to adopt the perspective of your target customer personas. Inquire about their purchasing behavior, the reasons behind it, the product's usage, and the search terms they're likely to employ on Amazon to locate it.
By considering these factors, you can modify the language, tone, and keywords utilized in your product descriptions. Doing so will enhance the visibility of your listings among the appropriate audience and subsequently augment conversions for your brand.
Here are some examples of effective Amazon product descriptions:
This product description uses bullet points to highlight the key features and benefits of the Instant Pot, including its ability to cook food up to 70% faster, 14 smart programs for cooking a variety of dishes, and its easy-to-use interface. The description also includes images that show the product in use and customer reviews that provide social proof.
This product description highlights the benefits of the Anker PowerCore portable charger, including its high-speed charging capabilities, compact size, and compatibility with a variety of devices. The description uses bullet points to make the information easy to read, and includes images that show the product from different angles.
This product description uses a combination of bullet points and paragraphs to highlight the key features and benefits of the Echo Dot smart speaker, including its improved sound quality, compatibility with a variety of smart home devices, and access to Alexa voice assistant. The description includes images that show the product in use, as well as customer reviews that provide social proof.
All of these product descriptions are concise, easy to read, and highlight the benefits of the product. They also include images and customer reviews to provide additional information and build trust with potential customers.
Effective product descriptions are essential for selling products on Amazon. By including key components such as product titles, images, features, specifications, and pricing, you can provide customers with the information they need to make an informed purchase decision. Remember to keep your product descriptions concise, targeted to your audience, and focused on the benefits of the product. You can also take help from Amazon Product Description Writing Services from experts.