With more than 562 million products as of January 2018, cutting through the noise on Amazon and getting in front of the right people is critical if you want to sell your product and make money. A key part of this is making sure all your Amazon listings have an optimized product description.
Below we’ve compiled our top tips for ensuring your Amazon product description converts your listing into sales.
What to Know About Amazon’s A9 Algorithm and How To Apply It To Your Product Description
In order to create an optimized Amazon product description, it’s important to understand Amazon’s A9 algorithm and how to make sure the algorithm favors your listing.
Amazon has its own internal algorithm for determining success and ranking products on their site. It considers:
- Product title
- Search Terms (these are your backend keywords)
- Conversion Rate
- Customer Satisfaction
- Order Retention
The last of those seven factors are a bit harder for the seller to manage, but product title, search terms and photos can be easily updated to optimize your listings.
Determine Your Ideal Audience and Customer
Before you begin, you’ll want to consider your customers and your target audience. What do they like? What are their behaviors? How will your product benefit them? What would they like about your product?
Answering these questions will help you begin to form your brand and product messaging, or how you talk about your products and their unique selling proposition (USP).
Analyze Your Competitors
Once you have an understanding of your target audience, you should begin to analyze your competitors.
First, analyze what your competitors are doing both on and off Amazon. On Amazon, see what products are listed when you search for products similar to yours. Take note of how they describe their products and what words or phrases they use. Don’t forget to look at their reviews and take note of how customers talk about their products. Think critically about ways to make your product descriptions better than your competition’s.
Off Amazon, use Google to search their brand name and product name and see what they are doing elsewhere, look for content on social networks like Facebook, Instagram and even YouTube, and look for other online retailers selling your products.
Create Your Keyword List
At this point, you should be ready to begin creating a list of keywords. Start by listing out all potential keywords. Use the knowledge you’ve uncovered through audience and competitor analysis to think of keywords your ideal customers are likely to use.
Once you have a list of possible keywords, you can begin to organize and curate your list and prioritize your keywords using a number of keyword tools.
- Amazon autosuggestions
- Keyword Tool Dominator
- Additional brainstorming tools like a thesaurus, competitor listings, Google searches and more
For more Amazon keyword research tips, check out this blog post.
Write The Features and Product Description
Armed with a solid list of keywords, you can begin to write your product description and product features. Before you begin, familiarize yourself with Amazon’s product page style guide. If you need further help making sure your product listings fit their guidelines, visit the Help Center for Amazon Sellers.
Here are a few things to keep in mind as your write your Amazon product descriptions to ensure they convert:
- Most importantly, incorporate your keywords.
- Amazon operates on keywords rather than keyphrases, and you only have to use a keyword once. Keyword-stuffing with repetitive keywords will not strengthen your listing. While it will not hurt your listing, you should avoid taking up valuable space with repetitive keywords when possible.
- Use competitor research to establish and address customer pain points in your copy if possible.
- Put the most important information or keywords first in the title.
- Focus on the benefits in the product description bullets.
- Any keywords you can’t fit in the title or description can be added to the Search Terms on the backend, so don’t worry about fitting everything into the title or description.
- Depending on the category, between 150-200 characters is ideal for the bullets in the Features section. Any additional information you can’t fit here can be added to or expanded upon in the Product Description section.
- Amazon has very limited options when it comes to HTML formatting, so there is not a lot of flexibility with styling your listing.
Need more help writing your Amazon product description? We’re experts! Get in touch today to learn more about how we can help you sell your product on Amazon.