Amazon has become the world’s largest eCommerce company riding on its successful ability to attract third-party sellers and customers alike. The potential for growth in its marketplace has resulted in 9.7 million sellers vying for large chunks of its customer pool.
This places tremendous pressure on sellers to stand apart from the competition and attract their intended target audience to fulfill their business objectives. This feat is easier said than done as market volatility and other such factors can be difficult to overcome.
As a seller, you have two ways to establish a strong brand presence on the platform: organic ranking and paid advertising. Getting noticed by organically ranking your products high on search results pages is a cost-effective way to increase traffic and conversions.
All a seller needs is a robust SEO and marketing strategy that utilizes every available digital marketing avenue on the platform to the fullest. That includes your product listings and descriptions.
Product descriptions on Amazon influence your overall SEO strategy, and by extension your organic marketing, in several ways. They help build authority on the site by matching the target search criteria and buyer requirements, as long as they are created carefully.
Learn about some effective rank-enhancing Amazon product description writing tips in detail below.
Get the best keywords for a given product
Keywords are the key to grabbing the attention of Amazon’s search algorithm. If the keywords in your product description match a buyer’s search query, it is highly likely that your product page will show up in the search results. Close keyword matches indicate greater relevance and can push your product higher in SERP (over those of your competitors).
Amazon has no automatic keyword search mechanism, so you must conduct keyword research externally using relevant third-party tools like Ahrefs, MerchantWords, or Google keyword planner. You can also research the best-selling items for the category of your choice and note down the words used in the titles and descriptions of the top 10-20 search results.
Trying variations of keywords and regularly updating the target keyword list will keep your product descriptions relevant to changing market demands and help it rank high. However, take care not to repeat or stuff keywords too frequently as that will deter customers and the algorithm from finding your descriptions interesting.
Amazon product description writing: Create and use a target buyer persona
A buyer persona is generated by gathering target consumer data and analyzing it to find purchase patterns. The factors considered are age, height, weight, size, previous purchase history, geography, cultural factors, etc. Then, they are tallied against business objectives to create the persona of an ideal consumer.
Writing a description that is aligned with this buyer persona ensures that you reach the right demographic using the most appropriate marketing strategy for it. You cover a large portion of the target market as the persona averages their characteristics.
It also helps balance market relevance and keyword type used in your product description. When combined, these aspects result in higher activity on your product pages, thus pushing your ranking up.
Title it right
A title is a concise highlight explaining the most important product characteristics. It is what visitors first look at to get an idea of the product they are viewing and its features. A product page with an appropriate title builds confidence in the viewer about the product and the brand. They are more likely to convert in such circumstances.
Product titles should be under the maximum character limit indicated by Amazon in its guidelines. Besides, the site’s algorithm also favors appropriate titles with the most relevant keywords to show in search results, as it provides higher relevance to a listing.
So, pay attention here and add the most important keyword to the title. Additionally, creating proper titles for variants is very important as any mismatch can confuse a customer and end in a bounce.
Do not clutter
Cramming the entire set of product information into a single paragraph in the description is a guaranteed way to fail at selling it. Not only does it confuse the reader and deter them from converting, but it will also deter the algorithm from picking your product and ranking it high in search results.
Descriptions that are cumbersome to read bring down the brand value and listing traffic.
Thus, your product description should be written in multiple sections/segments for clarity. It is a must to break the information down into bullet points for easy comprehension and algorithmic success.
Keep these points short, maintaining sufficient space between each and indicating the commencement of individual points with a bullet. Insert tables and links wherever necessary.
Use enhanced images
Product images are the only means for online shoppers to view what they want to buy, so you must select the most relevant, informative, and appealing ones. The best images engage viewers more, leading to conversions and subsequent higher ranking of your product page.
The average number of images allowed per ASIN is 7 (six images and one video), so you need to make sure you are making the most of those slots for the best results. The photos must be cropped according to specified dimensions.
A nifty trick to attract more shoppers with images is to include basic product information in them in the form of an infographic. You could also add short videos about the product like reviews and explainers.
An important thing to look out for is the mixing up of images of variants; it brings down your product description’s value and ranking. The images should also be enhanced using the latest photo editing techniques to remove blemishes in them and highlight the product’s features.
Follow the guidelines
Amazon has spelled everything out regarding how your product description should look and what content it can contain in general in its product guidelines.
Sticking to it religiously gives you two advantages: you won’t get flagged, reported, and suspended/banned for violating those rules; plus, your Amazon product description writing will get noticed by the algorithm more readily.
The guidelines cover everything about Amazon product description writing, from the size of the product photos to the length of the title. But most importantly, they detail the kind of content that is considered inappropriate and offensive.
What falls under this category can vary depending on the region’s general sentiment and cultural outlook, so you must be careful to not cross these lines in your region of operation.
These rules also specify products that can and can’t be sold in a region. Violation of these guidelines will impact your product pages’ ability to rank high as it turns away both customers and the algorithm.
Maximize A+ content usage
Amazon’s A+ content is just what you need to take your marketing efforts to new heights. You get to add enhanced content that sets you apart from the competition and makes lasting impressions on your customers.
So, you should utilize A+ content to its full potential by including rich text content, brand story, bespoke storefront with brand logo, thematic product pages reflecting your brand, dynamic images, short videos, animations, etc. Keep revising this content periodically to stay updated with the latest market trends. Also, keep the content relevant and innovative.
Bring forth the benefits
You may be tempted to list out all of the brilliant features of your product in its description in the hopes of enticing the consumer to buy it. But it doesn’t yield the best results due to many reasons, like people not understanding a feature (if, for instance, it’s too technical), the list being too long for them to read in a hurry, etc.
This could lead to high bounce rates, which in turn let the algorithm know that your product is not popular. When this happens, your ranking suffers.
The way to avoid this is to highlight the benefits your customers can experience by using your product. It gets the purpose of your product and brand across directly instead of them having to infer those benefits by studying the features.
For example, mentioning how many songs a memory module can store helps give a better idea of its storage capacity than simply stating its memory size.
This prioritizing of benefits in descriptions leads to ease of understanding, greater audience coverage, and increased conversions, positively impacting the listing rankings.
Price your products competitively
The equation is simple: the lower the price, the greater the appeal of your products.
Your ranking would do well if you put a number that makes your product a tantalizing proposition. However, the price should be the result of a well-thought-out strategy that must account for your cost of sales and the competition’s prices.
Also, don’t forget to add any applicable shipping costs to the final amount while mentioning it exclusively in the description. Also, it always helps to provide free shipping as that is bound to increase sales.
You can use Amazon’s Automated pricing feature to automatically adjust SKU prices during times of special events like sales and offers. It saves you the trouble of having to adjust every SKU’s price by visiting those respective sections in your Seller Central console.
The quicker and lower you can get your price, the better the chances of your listing getting ranked high due to the increased traffic.
Shoppers do not like to be lied to, period. If what they’ve read in the description about the product does not match what they’ve received, they will leave poor reviews or complain to Amazon, thus bringing down your brand value and seller reputation.
So, verify everything you’re writing about the product before finalizing it. The same applies to images. Review your listings periodically to update information about them, such as the addition of new features or versions.
Also, ensure that there aren’t any spelling or grammar errors in the descriptions, as they make you look unprofessional and careless about your business operations. Your listings will start gaining the interest of the algorithm as customer trust builds over time due to accurate descriptions, causing them to move your listing up the ranks.
Amazon sales numbers are showing no signs of slowing down, meaning it’s an opportune moment for entrepreneurs. While the competition may seem intimidating, it’s not an insurmountable challenge as long as you adopt the right approach, like appropriate and appealing product descriptions.
Keep your Amazon product description writing informative, concise, accurate, and eye-catching, and you will surely secure the top spot in search results ranking and the market.