Marketing

Amazon Product Descriptions

By September 21, 2019 No Comments

There’s no doubt in anyone’s mind that Amazon is the biggest online retailer in the world.

In one month, Amazon can generate over 2.4 billion visits, and during the holiday season that number gets up to almost 3 billion. 

With so much money getting thrown at this website, it’s no wonder that the Amazon Marketplace has become a busy beehive full of successful sellers.

In one survey, almost half of sellers on the Amazon marketplace said that 81-100% of all their revenue came from Amazon sales.

There’s just one problem: it’s getting harder to stand out from the competition.

In fact, last year over 1.2 million new sellers joined the Amazon Marketplaces all over the world. 

That means, if you’re going to sell successfully on Amazon, your products need to stand out from the crowd.

What better way to do that than to give them an Amazon product description that motivates people to buy?

Let’s discuss nine expert strategies that you can use to create the best Amazon product descriptions possible. 

9 Strategies to Boost Your Amazon Product Descriptions and Make More Sales

1. Define Your Audience

Before you can start writing your product description, you need to know who you’re writing to.

So, answer questions like these:

  • Who generally buys my product?
  • What are their interests and main concerns?
  • What are they generally using this product for?
  • How would they describe this product to someone else?
  • What problems are they looking to solve with this product?

The best way to dive into your ideal buyer persona is to run a survey of your current customers. What brought them to your product in the first place? What features appealed to them most? 

You can use a survey tool like SurveyMonkey to poll your customers, helping you get a better idea of who they are.

Another way to understand your customers better is to check out what they have to say in their reviews. What words do they use to describe your product? Are they any features that people keep mentioning? How are they using your product?

Then, take that information and create an Amazon product description that really calls their attention.

Check out how Garmin does this with their Forerunner smartwatch:

See how the title specifically calls this a ‘Running Watch’? 

Like any smartwatch, the Forerunner can be used for any number of activities, but Garmin has narrowed down their ideal customer to runners. They use that insight to highlight their main product feature in the first bullet point: it has built in GPS, so runners don’t need to bring their phone when they run.

By narrowing down your ideal customer, you can adapt your product descriptions to best fit their wants and needs.

2. Find the Right Keywords (Don’t Worry, it’s Actually not that Hard)

This probably isn’t the first time you’ve heard that keywords are important in your Amazon product description. With the right keywords, your products will be easier to find, and will show up higher in the list of results when people search on Amazon.

But it gets better: if you use your keywords right, your product listing on Amazon could be showing up at the top of Google searches as well!

The smartwatch product page on Amazon that we discussed above ranks only second to the brand’s official website. Not bad!

So, how can you find good keywords?

First, you can rip them off from your competition.

It’s always a good idea to check out what the competition is doing. So, go through your product category and see what keywords your competitors are using. 

If you want to save time, paid tools like Jungle Scout can do the work for you by automatically searching and discovering valuable keywords being used by your competition.

Another way to check for valuable keywords is by using a free browser add-on called Keywords Everywhere. This allows you to see search volume data when you do searches on Amazon.

Combine this tool with the Amazon search suggestions, and you’ll be picking up new keywords in no time.

Next to each search suggestion you can check how many searches are done per month, giving you a clear idea of what your target audience is actually looking for. 

3. Organize Your Product Title

Just like using the right bait to catch the right fish, optimizing your product title is necessary if you want to hook new customers.

Remember: you have a maximum of 200 characters for your title (depending on the product category, this may be less). So, you’ll need to choose your words carefully.

Always start with the exact name of your brand and product. This is the starting point for people to understand what you’re selling.

Then, mention what it’s for. You’re not just selling gloves, you’re selling winter gloves, ski gloves, waterproof gloves, etc. You can also add important features, such as the material, size, weight, or other essential information that your customers need to know off the bat.

This product title really nails it:

This title includes:

  • The brand name
  • The exact product
  • Who it’s for
  • The material it’s made of
  • A couple of usage examples

And they still had time to include a good keyword, ‘cold weather gloves’. 

To create a title that captures the attention, remember to focus on the most important things first: what essential information do people need to know before they click? 

4. Emphasize Key Features with Bullet Points

Amazon allows you to include five bullet points right next to your product picture. Using this space wisely, you can convince new customers that your product is the one they’re looking for.

To optimize the key features bullet points, start by making a list of the most important features of your product. 

Then, pick the five top features off that list, and add them to your bullet points. (Pro tip: To choose the most effective and enticing features, take the research you did above into your current customers and highlight the features that are most important to them.)

Next, add a bit of flair. Think about what these features are designed to do, and how they help your customers. Put yourself in their shoes: how does this feature solve a problem or add value to their life?

Then, you can come up with bullet points that look something like this:

While you can’t include any HTML coding in this section, you can use capital letters to highlight key words, as done above. As customers skim this section, they’ll come up with important words like:

  • Scientifically proven
  • Better position
  • Extra cosy cushioning
  • Easy to attach
  • Weighs half a pound
  • Machine washable

Using the key features bullet points wisely, you give customers all the information they need to know about your product, and they will realize they can’t live without your product.

Which leads us to the next idea:

5. Tell Them Why They Can’t Live Without Your Product

You’ve probably seen a lot of Amazon product descriptions that look like this:

These bullet points tell me features of the sandals, such as the fact that they’re synthetic material, brand new, cute, and slip-on style. But, this doesn’t tell me what this sandal can do for me, or why I should buy it.

The goal of your product descriptions is to make people feel like they just can’t live until they buy your product.

So, give it some pizazz!

Check out how Amazon itself does this with their Kindle Paperwhite description:

This description takes features and turns them into benefits, making the customer feel like they just can’t live without this product.

For example, a feature is that the Kindle is waterproof. But the benefit is that the user can relax while they’re reading at the beach or pool. A feature is the adjustable light, but the benefit is that you can comfortably read indoors and outdoors, day and night. 

Here’s the secret formula: take your main features, and turn them into real-life benefits for your customers.

6. Make Every Word Count

Many Amazon product descriptions are full of filler words such as:

  • Functional design
  • Good quality
  • Durable
  • Great gift

Words like these have become so commonplace that they start to lose any meaning. (What is a functional design, anyway?)

So, don’t stuff your Amazon product description with filler words. Instead, make every word count, like this:

Xiaomi doesn’t just say that their electric scooter is durable. They go on to explain why. Every word of this product description has a reason for being there, and they’ve used this to prove to the reader why they should buy this scooter. 

So, you can do the same: once you’ve written your product description, go through and cut out unnecessary words and phrases. Make sure that your product description and your key features bullet list aren’t just repeats of each other: provide insightful information that gives readers a fuller understanding of  your product.

7. Don’t Say You’re the Best (Unless You Are)

When a product description boasts of being the best of its kind, you can be almost sure that they’re lying. 

So, avoid words like best, most, top, and ultimate, as these rarely sound sincere.

Of course, there are times when you really are the best. In that case, it’s not enough to just say it: you have to show the reader why. 

Again, this is done with your features and benefits list. What makes your product stand out from the competition? 

Check out how this electric scooter’s description does just that:

Without saying it, this description shows that this particular scooter rises above its competition in a very important safety feature.

If you write your descriptions in a way that shows how your product stands out from the crowd, they’ll realize you’re the best without you ever saying it.

8. Include Real-Life Use Cases

By now, you should understand how customers generally use your products. However, are there features or uses that your customers don’t generally consider?

Use your Amazon product description to highlight lesser-known uses for your product, like this:

Apple TV is generally used for watching TV. But with this point in the description, Apple helps users to understand that even more can be done with the product: they can play games, download fitness and lifestyle apps, and even connect game controllers and headphones. 

Highlighting these lesser-known uses for your product may just be the extra push that people need to make that purchase.

So, think about how people use your product. For example, a hair straightener can also be used to create curls. An iPad can be used to paint and draw. Even a pair of socks could become puppets.

Be creative, and add extra use cases to your Amazon product description.

9. Let Your Product Pictures and Videos Tell the Whole Story

As eloquent and effective your product description is, it will never be complete without a wide range of pictures and videos.

Using media is the best way to show people exactly what your product does, and help them understand what it looks like or how it works.

A great way to use media to build trust in your products is to include user-generated pictures in your description. Check out how this product features photos from real customers:

By seeing actual customers wearing or using the product, your new potential customers will have more trust in the results of their purchase.

Another way to use pictures and videos is to simplify your tech-talk. That’s exactly what the Amazon Echo’s product description does:

Instead of just a list of specs, their technical details section includes pictures of both the outside and the inner workings of the Echo, showing you exactly what it’s made of and how it works. 

Pictures like this speak much more than you can in your product descriptions.

Create Amazon Product Descriptions that Hook Customers and Win Sales

The competition is fierce on Amazon today. With more users joining the marketplace every day, your product descriptions will have to be top-notch if you want to beat out your competitors.

Thankfully, you can create effective Amazon product descriptions by following the pro-tips we’ve outlined.

Remember: always keep your ideal customer in mind when creating product descriptions. Make every word count, and show them exactly why your product is worth their time and money. 

That way, you’ll build product descriptions that keep your customers coming back for more.

Author Stephanie

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