Amazon is the largest retailer in the world, making it likely that you’ll be listing at least some of your products on the site. But with so many other products competing against yours, you’ll need to do everything you can to ensure your products stand out.
One of the best ways to do this is to write the type of product descriptions that convince potential customers to hit the "Buy Now" button. These five tips will help you create awesome Amazon product descriptions:
1. Know your audience
In order to write product descriptions that convert, you first need to know exactly who your target audience is. Once you have a detailed picture of who your customers are, you’ll know which words and language will resonate with them—and the benefits you need to communicate for them to buy.
If you haven't yet created a buyer persona, now is a good time. Buyer personas are helpful for many different parts of your content marketing strategy, from product descriptions to email marketing and web copy. Creating a buyer persona will help you narrow down exactly where your target customers live, how old they are, what they do for work, the problems keeping them up at night, and why they need your products.
2. Focus on benefits
Your potential customers don’t particularly care that the blankets you’re selling are made out of a new type of material. But they do care that, by using that material, you’ve ensured that the blankets are waterproof and don’t need to be washed as often as most other blankets.
Make a list of the specific benefits of your product before you begin writing your descriptions. If you find yourself simply listing features, ask yourself, “So what?” and pretend you’re a customer. What exactly does each benefit mean to your target customer? Why will they care?
3. Keep it simple
Don’t use five words when three will do. Don’t break out your thesaurus and try to use ‘impressive’ words. Don’t create long, run-on sentences or repeat information you’ve mentioned earlier.
Remember, you’re writing for an online audience. Anyone who is looking at products on Amazon is likely to be browsing and won’t want to read long paragraphs of text. Make sure you’re communicating your features and benefits in as few words as possible, and be sure to re-read your description and check for any extra or unnecessary words.
4. Optimize for Amazon
When your potential customers are searching for products on Amazon, the A9 algorithm determines which products will be displayed to them. Amazon uses two filters when ranking these products: Customer relevance and performance.
The factors influencing performance include price, images, and conversion rate. These all offer an indication of whether the product will generate a profit. The factors influencing relevance include your description, bullets, product title, and search terms.
When you’re optimizing your descriptions, focus on using multiple related keywords. Of course, your description also needs to be relevant and flow naturally, but by creating your descriptions with your keywords and search results in mind, you’ll be more likely to show up in the search results—leading to higher conversion and click-through rates.
5. Keep it professional
We all know that there are some disreputable sellers on Amazon, and customers are increasingly becoming aware of this as well.
That’s why it’s so important that your product descriptions help promote trust and communicate honesty to your customers. One way to make this happen is to ensure that your product descriptions are written clearly and without typos or misspelled words.
There are plenty of online tools which you can use, including Grammarly and ProWritingAid. It’s also a good idea to read your product descriptions aloud to spot any weird wording or typos that you might otherwise miss.
Do you need help selling on Amazon? Get in touch today.