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Misplaced within the Amazon: Methods to write wonderful on-line descriptions that spotlight your merchandise

By Neville Chamunorwa

Amazon is the largest online retailer in the world and attracts more than 200 million visitors every month. It is also home to millions of sellers worldwide, which leads to fierce competition. How can you highlight your offers in such a crowded arena? The short answer is unique and convincing product descriptions.

Given Amazon's highly competitive environment, it is critical that your listing is correct. This has become a kind of art form. You have to follow Amazon guidelines, but also add a touch of creativity to make your products stand out in such a saturated market.

In this article, we cover everything you need to know about writing Amazon descriptions that sellable customers deliver to your offerings and help you grow your sales.

The Importance of Amazon Product Descriptions

In traditional brick-and-mortar stores, sales assistants are available to help customers find and decide on the most suitable products. Online sellers have to rely on their product descriptions to fulfill this role.

With such fine margins on Amazon, a well-written product description can make all the difference. When properly designed, it acts as a guide that directs traffic to your entry. The more visitors your entry welcomes, the more chances you have of converting them into customers.

A copy that was made specifically makes you look more professional, build a high level of credibility with potential buyers, and ultimately get them to complete the purchase.

Understand Your Customers

To create effective Amazon product descriptions, you first need to understand your audience. This means that you need to make a copy that meets your customers' needs, rather than simply listing all the features of your product.

Maybe you are selling baby monitors, for example. Instead of just listing specifications and features (e.g. tone detection; phone notification), your goal should be to address parents' needs. In other words, address your vulnerabilities and explain how your monitor can alleviate your concerns about separation from your child:

Calm down – advanced sound detection never misses your baby's cry and sends notifications to your phone immediately.

If you're having trouble identifying customer issues, you should search the "Questions and Answers" section of similar products on Amazon. Also read the good and bad reviews. It gives you an indication of the most common questions and allows you to highlight the popular benefits of the product while addressing recurring customer concerns.

Compliance with Amazon guidelines

Before you write your product descriptions, you must read the rules for Amazon's product detail pages. Here is a list of things you should avoid. If you don't follow these guidelines, Amazon will mark your listing as inferior.

Low quality offers negatively impact your sales as they appear at the bottom of the search results. In some cases, Amazon may remove your listing entirely, depending on how far your listing violates the platform's policies.

Amazon Title Descriptions

Your title is the first thing Amazon customers encounter when they see your product on the website. According to Amazon Seller Central, product titles must meet the following criteria:

  • You must include product-identifying information such as "running shoes" or "t-shirt".
  • You cannot exceed 200 characters, including spaces.
  • You should not include any advertising phrases such as "100% quality guaranteed" or "free shipping".
  • You shouldn't have decorative characters; For example ^ * | {}! # $ _

Your title should generally follow the following formula:

Product brand + collection / model / line (including product identification information) + all other useful information such as material / ingredients, size / color, quantity

Examples of titles that meet Amazon's best practice guidelines are:

  • Nike Revolution 5 Men's Running Shoes in Navy / White
  • Levi's classic logo t-shirt for women made from organic cotton in a pack of 5

Main features bullet points

Once you get the attention of buyers with your compelling title, the copy must move them toward your desired result: make a purchase. Here you can explain your product in more detail and respond to the needs of your target group.

You must create a list of five bullets, less than 200 characters each. It helps customers to clearly identify the most important aspects of your product. For some page layouts, Amazon only shows the first three bullets, and the customer must click "More" to see the remaining two. So make sure you prioritize your three most valuable features in the first three bullets.

How does your product help your customers solve their problems? Always keep this in mind when making your copy. Creating your entries with an emotional language that appeals to your target customers is an excellent tactic that you can use here. Let's take the aforementioned product for baby monitors as an example:

Calm down – advanced sound detection never misses your baby's cry and sends notifications to your phone immediately.

"Calm your mind" or "Never miss your baby's cry" is more of a concern to caring parents while still providing the key features of the product.

If your product relates to sensations such as taste, sound, or smell, you must compensate for the inability to experience these sensations personally. To do this, you may want to increase the use of sensory words in your descriptions. Avoid overused words and phrases that customers can no longer hear as this does not distinguish your product.

Product Descriptions

In the Amazon product description section, you can explain your main bullet points. There is a 2,000 character limit, including spaces, to give you the opportunity to highlight anything else that would be useful for your customer.

Take a similar approach to the main bullets, but more likely to tell stories if possible because of the extra space. This is the best way to connect with your audience more and increase conversions.

Use Amazon inventory templates.

If you have problems with the format of your product descriptions, Amazon offers inventory templates that can help you. These templates are great for adding product lists in bulk because you can list different product types in different categories in one template. You can also customize templates to suit your individual needs.

First use the product classifier to select a category for your product. This will help you determine which template to download. Then fill out your template file with your product data and upload your inventory file.

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SEO keywords in your most important feature bullets and product descriptions

SEO is often underused on Amazon because many sellers mistakenly believe that this is not the case. But Amazon SEO works much like search engines with an algorithm called A9. A9 is designed to help consumers find what they're looking for as quickly as possible. It uses a number of variables to determine the rank of each product in the search results.

The A9 algorithm tracks both click-to-sales rates (CTSR) and the content of the sales page. CTSR is defined by the number of customers who buy your product after clicking on the list. This is extremely valuable as it greatly affects the earnings page by paying special attention to recent sales. The content of the sales page only refers to the use of keywords in your entry, with the help of which A9 correctly identifies your product and links it with search queries, so that you rank higher on the results page.

Choosing the best keywords requires some research. The first way is to use a free Amazon keyword tool like Sonar. Sonar helps you find the best keywords for your listing in terms of the most searched terms on the Amazon website. Simply search for the keyword you have selected and Sonar will show how often it is used in addition to other related keywords.

Checking out your competitors is also a great way to identify the best keywords. Visit the top deals for similar products and see which keywords are most commonly used.

Generally, you want to include keywords with the highest search volume. However, they must be relevant to your product. Using irrelevant keywords to get more traffic does more harm than good because a significant portion of your traffic clicks away from your product without buying it. Amazon will monitor this over time by clicking on the sales rate, and as it begins to decline, your place on the results page will also. Therefore, you need to make sure that you find the right balance between search volume and relevance.

What about pictures?

You need some high quality product images to accompany your most important bullet points and product descriptions. These images must comply with Amazon's product image guidelines. Here is a brief summary of the most important things to consider:

  • Pictures must accurately reflect the product sold.
  • The product and the features must be clearly visible.
  • Images must be 1,000 pixels in height or width and less than 10,000 pixels on the longest side.
  • Images cannot display excluded accessories that can deceive customers.
  • Images must match the product title.

Errors to watch out for in your entries

Amazon entries that lead to more sales may not be created from the beginning. However, it can be extremely helpful to be aware of some of the most common avoidable mistakes. These include:

  • Bad grammar
  • Spelling mistakes
  • Overly complicated language that your typical customer may not understand.
  • Plagiarism of the descriptions of your competitors
  • Excessive explanation of product features rather than explaining the benefits of using the product.

A short summary

Writing Amazon product descriptions that stand out from the crowd is not an easy task in such a competitive market. First, take the time to understand your target customer. It will help you explain how your product solves a problem or makes your customers' lives easier, rather than simply listing all of its incredible features.

From there, you'll need to familiarize yourself with Amazon guidelines so you can optimize your titles, keywords, product descriptions, and images. This optimization process also extends to SEO. Since Amazon is a standalone search engine, knowing how to create entries that are highly valued in search results can directly impact your sales. It's a jungle out there and only those who know what they're doing will survive.

CONNECTION: Beyond Amazon: Today, small businesses must adopt an e-commerce approach with multiple locations

About the author

Posted by: Neville Chamunorwa

Neville Chamunorwa is the founder and marketing director of VAMS Digital, a leading e-commerce marketing agency that offers strategic services that drive business growth. Outside of his passion for marketing, he is fascinated by everything to do with business and sport.

Company: VAMS Digital
Connect with me on LinkedIn.

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