How to write descriptions for Amazon product listings

Amazon FBA, and generally selling products on the Amazon platform, has quickly become a goldmine for a number of vendors – who both got in early and managed to attract an audience that wanted their offering.

To do this properly, you need to be able to think carefully about what you’re doing when selling products and how they’re presented.

Apart from attractive photos, the description is the most important way to gain insight into how the product works, how it works – and how it differs from other competing products.

This tutorial aims to show you how to manage the most effective Amazon product listing descriptions…

structure

Amazon product listings follow the same structure:

• title
• Pictures
• Functions (bullet points)
• Description ( incl. HTML)

What most people see in the Amazon listing is the top part (title, images, and bullet points) – the “heart” of the listing is the description, which can include basic HTML formatting.

If you want to create an effective listing, you need to be clear, concise, and thorough.

The best ones generally feature clear, high-resolution Businessacademy1 images, coupled with informative and compelling bullet points (that focus on utility) and a keyword-heavy title.

The real killer is the “copy” used throughout the listing. In both the bullet points and the full description, there is a fine line to convey the benefits of the product while ensuring that the reader is compelled to buy your particular product.

Due to the nature of this copy, a number of copywriters have made a lot of money providing copywriting services for “Amazon product listings”. The premise is that they help people make more money by writing clearer texts.

Here’s how to do it yourself

As previously mentioned, the above structure is essentially what determines whether a product will be accepted by Amazon.

The most important thing is to understand what makes buyers trust your product.

When selling products, it’s far better to deal with emotion than logic…

• Logically , you might think that the product can be listed and people will select it, rate it based on its characteristics, and make a purchase.
• Emotionally, people choose products from a company that they believe will offer them an experience that is as close as possible to what they want.

Examples such as creating a “persuasive” title (which simply needs to list the various characteristics of the product in terms of its possible uses) and a “description” that shows how the product can fit into the life of the shopper will make a lot higher than just listing the product features. Remember that the majority of people buy the product for an underlying reason. Highlighting how it leads you to that underlying outcome will make the difference between buying the product or not.

For this purpose, the following explains how each element of the description works:

title

The most important thing about a product’s title is that it be as descriptive as possible.

Obviously some products (e.g. books) don’t need overly descriptive titles. However, most categories require a title that is as descriptive as possible.

Consider the following examples:

• AYL Silicone Cooking Gloves – Heat Resistant Oven Glove for Grilling, Grilling, Kitchen – Safe Handling of Pots and Pans – Non-Slip Potholders for Cooking and Baking – Internal Protective Cotton Layer
• AYL Silicone Cooking Gloves (Green) – Heat Resistant Oven Mitt + Inner Cotton Layer

It has been proven that the top title gets higher conversions.

The reason for this is actually quite simple: people trust in the more descriptive character.

In a sea of hundreds of similar products, people want quality, value, and reassurance that the company behind the product is actually reputable. A descriptive, comprehensive title as the top title is one of the best ways to do this.

Pictures

Images are necessary to draw attention to products.

The keys with pictures are as follows:

• Clarity is *everything* – don’t worry about the background or whatever – people want to see the quality of the product and expect 4K+ images to show that
• Show only what is required – software products do not “need” a box, but obviously contribute to the perception of their quality – people need to see screenshots in the first place
• Make sure the pictures represent *exactly* what the buyer is getting – don’t use tricks/hacks to make the product look better than it is – just show people the product and accessories that might part of it

If you’re not very good with photos, you need to talk to a photographer.

Alternatively, there are companies like Fiverr that also have good odds.

The point is that as long as you have about five really good pictures, that should be fine.