How to Write A Product Description for Amazon
It is hard to stand out in a platform that has over 350 million products in stock. Most of the time, sellers forget that their product description is one of the most important aspects of selling on Amazon.
To make sure you are following the path towards a successful ranking in Amazon’s search results, Moonshot Brands has created this simple guide with the most crucial steps to learn how to write a product description for Amazon.
How to Write a Great Product Description
While photos are key to making your product shine, they need a description that informs your potential customer about the product they could buy. If your product description is appealing and persuades your lead to buy the product, it will ultimately drive them to the shopping cart.
Moreover, you also need to write a good product description for Amazon to rank you higher in their search engine. And although it is not an easy feat, some of the following tips will help you enhance your product descriptions.
Focus on the Buyer Persona
To write a good product description for Amazon, it is not enough to focus on the product itself. Consider who buys your product, why they need it, and how they use it. The more market research you do, the more specific you will be about your target audience.
Once you know what your buyer personas are like, you will know what language to use and the keywords they are most likely to use. As a result, the product description will be tailored just for them, and they will easily engage with it.
Keep it Simple
Making an informed decision is important for customers, but so is convenience. Avoid using paragraphs to describe your product since it will make it harder for the buyer to scan all the information.
Therefore, divide your product description into subheadings and bullet points. Add all the product’s technical information, why it is useful, and the problem it solves without sounding too pushy. If people understand what they get from using the product, they will be excited about buying it.
Optimize your Product Title
When shoppers search for a product, they will only see your product title. Thus, you want to make it more than just the name of the item. Mention key details such as color options, size, or materials. Moreover, make sure to add the main keyword.
Bear in mind that there is a length limit of 190 characters for your product title. If you exceed the maximum character count, Amazon will forbid you from entering more characters or even suppress that listing.
Use HTML Formatting
When you format your Amazon product description properly, it improves readability. Unfortunately, Amazon is restrictive when it comes to using HTML. Make sure you avoid using the following tags:
- Text color
- Font size
- Font family
- Background images
While providing important data about your product is important, you can do so in an engaging, easy-to-read way that conveys the same idea with different words and pacing. The better you get at persuading buyers, the more you’ll rank on Amazon’s search engine.
Amazon’s SEO Algorithm
You may have heard of Google using SEO to rank websites in their first page. Although they don’t use a similar algorithm, Amazon uses SEO, too. Why is it important? Simply because only 30% of shoppers visit page two of search results on Amazon.
To write a product description for Amazon, it is also important to know how their algorithm, A9, works. This algorithm is programmed to help buyers find products that match their quests as fast and easily as possible. For this purpose, A9 uses several variables to decide how to rank products. However, the two most important are CTS rates and sales page content.
On the one hand, the click to sales rate represents the number of customers who click on your product in the search list and buy it. Amazon looks at the number of your recent sales to decide where to rank it according to SERP metrics.
Your competitors are not as important for CTS if you have made more sales than them in the last month. If your short-term sales grow in number, so does your SERP ranking.
On the other hand, you need to focus on the sales page content. There’s no room for failure if you correctly use keywords and add them in the product title, subtitle, description, and Amazon’s special keywords section.
Knowing how to use keywords is important since they help A9 categorize your products to show them to the right customers. If you sell phone cases and use that exact keyword, chances are you don’t rank high in the search results because of how broad that keyword is. However, if you use “Samsung phone case”, then A9 knows it will place your product on the results page once you search for Samsung phone cases. All in all, the better you mix your keywords, the higher A9 will rank you.
How do these factors interact with each other? When you have optimized content, you will be placed on the first page. Thus, there are higher chances of a better conversion rate. This cycle repeats over and over again, making it easier for shoppers to find your products.
Using Keywords to Write Product Descriptions
Say that you followed the tips above but still see no results on your conversion rate. There’s one key ingredient that will completely change your product description: using SEO.
The products that appear in higher placement on Amazon’s search engine results pages probably use keywords to have better visibility. If you are still unsure of how to use them, follow these tips:
- Make a list of the top 10 products in relevant categories, including the best seller categories. Take a look at the title of the products and the descriptive words of the description. This way, you’ll see some patterns that can be useful when writing your own product description.
- Use long-tail keywords: Instead of simply using “phone case” as a keyword, try “[brand] phone case” or “[color] phone case” to increase the chances of showing up in search results.
- Constantly update your research list. Buyers will always change the way they search for items, so keep an eye on the current trends to make sure your keywords match with them.
Keyword research is easier to do when you use tools. For instance, platforms like Sonar are designed specifically for Amazon SEO. Simply type the main keyword of your product, and you will get a full list of all the variations to that keyword. Hence, you will know what other words you can include to write a product description for Amazon that sells.