Since its humble beginnings as an online book seller in 1994, Amazon continues to shape our online shopping experiences. As of 2018, the retail giant has over 20.6 million visitors every month, each expecting to find the exact item they need. So how do you increase the chances that they buy your product?
Amazon product descriptions are key to conversions. Just think about the last time you made a purchase on the website. What did you search for? What products caught your eye? What words or pictures convinced you that this product was the best choice?
Why Is the Product Description Important?
In 2019, 89 percent of online shoppers said they are more likely to purchase an item from Amazon than any other website. And with almost 120 million products to choose from, customers can find nearly anything they need.
Reflect again on your own Amazon shopping experience. As you switch from tab to tab to compare products, what do you look at first? What information (or lack thereof) helps you narrow your options?
Customers rely on the product description in the absence of a tangible shopping experience. Without a live sales representative to answer their questions, or a product to hold in their hands, the product description has to make the sale.
Crafting great product descriptions on Amazon is easier than you may realize, but it does require a bit of time and research.
Imagine Your Ideal Customer and Their Problems
First, you need to decide who needs your product and why. This may seem obvious, but seriously consider all the people who may be searching for your product. Start general, then pinpoint specific pain points. In other words, envision your customer’s journey.
Build a Buyer Persona
Take, for example, a company that makes portable coolers. The company may ask themselves:
- Who uses portable coolers? Families with children
- Who in the family will buy the portable cooler? A parent
- Why does the parent need a portable cooler? To transport food
- Where is the parent taking the cooler of food? To children’s athletic events, on vacation, or even parties
- How does the parent transport the cooler? Usually in a car
If we just pause here, we can already picture the scene: a parent expects a long journey with her two kids to a baseball tournament on a Saturday morning in the early summer. The drive will be a couple hours. She wants to make sure their snacks, lunches, and water bottles stay cold throughout the journey and during the tournament. She needs a portable cooler.
This is just one example of one product with one type of buyer persona. But you can see from the exercise that developing your audience will reveal a plethora of pain points your product can address.
Identify Their Pain Points
After learning who needs the product, you can dive deeper into why. Let’s dig into the last question about transporting the cooler in a car:
- How long does the food need to stay cold? All day
- How much food does the family need for the journey? Lunch and snacks for four
- Will the cooler leak in the car? Hopefully not
- Where does it fit? The backseat or the trunk
- When do they need to access it? At the tournament, possibly during the drive
- How do they get it out of the car and to their seats? Someone carries it
You can easily spend an entire day asking and answering questions that your customer may or may not have. And by identifying these pain points, you can start to research keywords (more on that in a bit).
Additionally, you can search for existing user opinions about your product and your competitors. Search neighborhood or parenthood-centered Facebook groups to see whether parents are asking about portable coolers (and what people recommend). Youtube and other website reviews can be another great resource.
But be aware of the source of information. Some reviews may be sponsored by your competitors. As a result, the opinions expressed may be influenced; however, the questions they answer may still be honest concerns that customers have.
After creating your buyer persona, you can identify some of the keywords that they may search. In the portable cooler example, we found a variety of reasons why a family needs the product and how they use it. We know that the cooler:
- Needs to keep food cold for a long period of time
- Needs to fit in a car
- Shouldn’t leak
- Needs to be easy to transport
Some keywords we may start with are “travel,” “insulated,” and “leakproof.” Once you have a list, start searching on Amazon and examine the top results. What other keywords do your competitors use? Can you identify other pain points you hadn’t considered?
For example, many portable cooler descriptions include the word “collapsible.” It is a very specific characteristic that potentially answers two questions: whether it fits in a car and if it is easy to transport. Other recurring words include “lunch” and “grocery,” suggesting other customer needs for a travel cooler.
If your product can solve these queries or problems, consider incorporating these keywords into your description as well.
Describe the Benefits, Not the Features
The features of your products are the facts. You might find them interesting, but for many customers, a list of features doesn’t directly answer their problem. A benefit, on the other hand, tells the customer how your product provides a solution.
Let’s go back to the portable cooler example. Some sellers describe the cooler size in terms of cans, which illustrates a feature of the cooler by identifying a benefit. Saying a cooler bag can hold 40 cans communicates its value more clearly than saying it holds up to 28 liters.
Additionally, the material is often described as easy to clean, leakproof, soft, and durable. These adjectives describe the benefits your customer wants to know about the material, not what the material is called.
Remember: your customers shop on Amazon because they want an immediate solution to their problem. They won’t work hard to learn about your product if another product makes their shopping experience easier.
How to Write Amazon Product Descriptions
Now that you’ve created this whole story around your buyer’s journey and identified the benefits of your product, you need to condense it all to fit Amazon’s requirements! You want to make it as easy as possible for your customer to confirm that this is the best product to solve their problems.
When you add your products to the Amazon marketplace, be sure to consult the Amazon product description guidelines.
Your Product Title
The title of your product is the first step in the journey, which means it needs to answer all of your customer’s questions. As of 2020, Amazon only allows 200 characters in the title. So make each one count!
After spelling out the necessary information (your brand name, the product name, the model number if applicable, other necessary modifiers), add the most relevant keywords from your research. The title needs to be factual and informative enough to entice the customer to click on it.
Take, for example, this cooler bag:
After the brand name and basic product description, the seller includes the following information (or keywords) in the title:
- 40-Can: describes the capacity
- Soft Sided Collapsible: describes the material and how it can fit
- Travel: a popular search term for coolers
- Outdoor Travel Hiking Beach Picnic BBQ Party: occasions where a cooler is useful
The seller includes all of these potential keywords to increase the possibility of their product appearing in portable cooler search results. Any of these keywords could be a solution to the customer’s problem.
Your Key Product Features
In this section, you want to describe the product benefits we mentioned earlier, not necessarily the features. As of 2020, sellers have up to five bullet points in the key product features section.
Now that you have the customer’s attention, here is where you solve all their problems with your product. And while you may use a total of 500 characters, each bullet point should be short, informative, and direct. Each feature you list should address your customer’s top pain points.
Amazon also encourages you to write in fragments. At this point, your customer is still skimming through the details of your product to decide whether it makes the cut. So use this section to address your customer’s problems with solutions that your product provides.
Consider this cooler bag’s key features:
Each bullet point starts with descriptive keywords in all caps. Then the following sentences provide solutions to the customer’s problems.
Your Product Description
After your title and key features answer your customer’s immediate needs, your product description explains the benefits and features of your product in depth. This section is where you can highlight your brand experience.
Take the opportunity to explain why you are a trusted authority in this industry. You can also include a few more keywords here that you haven’t used yet. Unlike other forms of search engine optimization (SEO) writing, repeating keywords in the same text is not necessarily an advantage on Amazon.
The platform recommends you write in complete, grammatically correct sentences here. But unlike the other two sections, you have control of the Amazon product description formatting. Make it easy to read by using images and bold titles, as well as short paragraphs for further explanation of the benefits.
Writing Amazon Product Descriptions Takes Time
The e-commerce Goliath will not fall anytime soon. Writing easy-to-find Amazon descriptions will help your business thrive on the platform.
Understanding your customers and their pain points is just the first step. Answering their problems in a way that fits Amazon’s guidelines is another art in itself. But with this guide, you will be an Amazon product description pro in no time.
Need to write Amazon product descriptions? I can help!