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How to Write Perfect Amazon Product Descriptions

As an Amazon seller, one of your essential tasks is to create product descriptions as an initial contact point with buyers.
In order to make a converting, effective product description, you must understand your buyers' mindset, include all of the essential product details, be concise, and use relevant keywords with high search volume.

If you want to find out how to write Amazon product descriptions that generate profits and increase visibility, we've gathered some essential tips here for you in this article.

Why Descriptions are Important

An Amazon product description is a crucial component of any Amazon product listing, along with the title and bullet points. This section describes the item, highlights the brand's values, and plays an important role in boosting the listing's ranking on Amazon.

The description is usually located right under the product information on an Amazon product page, and is used to provide more details about a product, such as its size, color, usage, materials, and any legal or compliance information.

So, why are product descriptions so important?
  • They improve your product's SEO visibility if you include relevant keywords.
  • Well-written descriptions increase conversion rates and fully inform potential buyers about your product’s benefits. They help propel buyers to make a quicker purchase decision.
  • They reduce the number of customers’ questions, decrease the need for customer support, and improve the overall shopping experience.
The better your description is, the greater your chances will be for successful sales.

Amazon Product Description Guidelines

Before we dive into how to craft an effective product description, first it's important to have a clear understanding of Amazon's guidelines. From character limits to prohibited content, Amazon has specific rules in place that you must follow. We'll walk you through these guidelines and provide examples of what works and what doesn't.
  • Include only product-related information, and don’t add misleading facts. Be transparent and honest about the product's features, benefits, and limitations. This will build trust with customers, as well as reduce the likelihood of returns or negative reviews.
  • Consider the character limit. On Amazon, you can use up to 2,000 characters to tell customers about your product and its features. As long as it fits within these parameters, take advantage of this text length, focusing on explaining the product’s characteristics and benefits.
  • Write clearly and concisely. Avoid using jargon or technical terms, unless they are essential for understanding the product. Organize information logically, using headings or paragraphs to break up content and improve readability. Additionally, don’t overdo it with your formatting, keeping in mind Amazon doesn’t favor HTML code in descriptions.
  • Testimonials or quotes of any kind are not allowed. Focus on objective and factual information, as Amazon's guidelines prohibit the use of any testimonials in product descriptions.
Here are some additional recommendations to accompany Amazon's rules.
  • Don’t include pricing information, as it will quickly become outdated. Instead, reserve that information for the pricing section or special offers section of your listing.
  • Include relevant keywords naturally in your description. Keywords should flow naturally, making the text informative and helping to increase your item’s search ranking. You also need to avoid keyword stuffing, especially in copywriting, as this can lead to penalties from Amazon.
Now that we've become acquainted with the primary Amazon description guidelines, it's time to dive into the writing process. Let’s learn how to add different elements to a listing and create an optimized and converting description.

How to Write Amazon Listings

Since descriptions are an essential part of a product listing and the content writing follows keyword research, it's essential to understand the overall process. Here are the main steps for creating a listing, specifically focusing on writing a description:
Step 1: Determine your main keywords. The main keywords for a product description are words or phrases that best represent your product and are crucial for search visibility. Conduct thorough keyword research using Amazon's search bar, related products, and keyword tools to help you identify relevant and high-volume search terms that accurately represent your product.
Step 2: Find additional keywords. Discover related keywords and phrases that potential buyers might use in their searches. To do this, consider using Amazon-specific keyword generator tools, review competitor listings, and read customer reviews and Q&A.
Step 3: Create an Attention-Grabbing Title. Write a short yet powerful title (80- to 200 characters at most) to create a positive first impression. Include your main keywords there, and be sure to accurately inform potential buyers about the product you offer.
Step 4: Write Convincing Bullet Points. Use these to highlight key features, benefits, and unique selling points. Keep them easy to scan and informative so that they will grab your buyers' attention.
Step 5: Compose an Engaging Description. Tell a compelling story about your product, addressing buyers' pain points. Showcase how your product can solve their problems. Make it engaging, informative, and persuasive in order to encourage conversions. Don’t forget to include main and additional keywords, especially if they don’t fit into your title or bullet points.
Step 6: Utilize Enhanced Brand Content. If you want to enhance your description, you can add product images and other elements. They will make it more engaging and appealing.
Please keep in mind that this feature is only accessible to sellers of Brand Registered products.
Step 7: Repeat these Steps Periodically. It’s important to update and enhance your listing from time to time. You need to assess your competitors' offerings regularly, analyze the performance of keywords in PPC campaigns, stay informed about the latest market trends, and refine your description to ensure it remains cutting-edge.
Creating a listing might require lots of time and effort, especially if you're not familiar with using keyword research tools, writing SEO-friendly text, creating compelling titles, and so on. If you create a listing that isn't up to par or violates Amazon’s guidelines, it will be harder for you to rank higher among search results and generate sales. That's why it's highly recommended to delegate this process to professionals.

Listing Writing Services

To save yourself tons of time and start promoting your listing faster, you can use listing writing services like Sellerhook. These specialists will analyze your product and select appropriate keywords with high search volume. They’ll create an optimized, converting product description along with the other components of your listing that will help you gain more traffic and sales.
The process of using this service is easy and requires just a few quick steps:
1. Place your order. Enter your email address on Sellerhook to initiate your first order.
2. Submit your payment.
3. Complete the survey. Let Sellerhook’s specialists know the name of the product, in which country you plan to sell it, a photo link of your product or a similar one, and any other important details.
4. If you’re already selling a product on Amazon, add the link for it. Inform Sellerhook specialists why you would like to change your existing listing or specify which elements need improvements.
5. If you’re not currently selling the product, provide as many details as you can. Include links to competitors’ products, specify variations, and let specialists know if it’s a set.
6. Receive a completed listing within 8-10 business days. Enter your contact details and wait for a comprehensive and informative listing.
You can get acquainted with a sample listing by including your email address before ordering. After completing all of the above steps, you will receive a ready-to-use product listing.

As you can see, it’s not necessary to be a professional SEO writer in order to create a compelling listing description. To help you understand what makes a listing converting, check out a good sample listing below.
See what your listing optimization report would look like.

Example of a Successful Amazon Listing

Now, let’s take a look at a well-optimized Amazon product listing. We'll analyze the title, bullet points, and description of a product with good sales volume - Mushroom Coffee by Shroomzup.
  • The title includes high-volume terms. The title starts with “Mushroom Coffee” and contains terms users are likely to enter into Amazon's search bar. It effectively conveys the product's main concept without any misleading or incorrect information.
  • Clear and concise bullet points structurize information. The emojis add a sense of liveliness and also enhance the ease of understanding for the listing. The bullet points help to organize the information effectively, and this format makes it easier for customers to comprehend the text. Each paragraph contains details about the most important product benefits, including diet compatibility and natural ingredients.
  • The description covers all of the necessary product details. Customers can get a good sense of this coffee's flavor, roast level, the name of the seller, return process, and packaging details. This information can help them make an informed purchase decision and increase trust in the brand.
  • The description contains plain text as well as pictures. Visual elements help to effectively present this product to potential buyers. The images in this listing help customers visualize what they will receive with their purchase, while a video dynamically highlights the key benefits of the coffee.
This sample description is just intended to be used as a suggestion, not a specific recommendation or a template. You can also follow the best practices of other product listings to create your own.

Conclusion

Writing Amazon product descriptions may seem like a daunting task at first, but for sellers who have a great understanding of Amazon's guidelines and use a structured writing approach, it becomes less challenging. In this article, we covered the best practices of writing product descriptions for Amazon, improving SEO visibility of a listing by including effective keywords, providing valuable information to customers, and enhancing the overall shopping experience.

If you’re in need of a listing for a new product or you want to edit an old one in no time, consider utilizing professional services like Sellerhook for that extra edge in this competitive marketplace.
See what your listing optimization report would look like.
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