Amazon is the biggest online retailer in the world, stocking more than 353 million products - not including books and other media. This means competition on the marketplace is stiff. To get ahead of other sellers brands need to ensure their products rank in Amazon's search results. And one of the most effective ways to do this is with a carefully optimized Amazon product description.
Product descriptions are the biggest part of your Amazon product listings. It's the text bit that appears below the title when you click through to an Amazon product page. It usually features up to 2000 characters and is used to describe your product in detail.
The title of your Amazon product listings is all about attracting attention and providing high level information. Whereas product descriptions aim to provide consumers with the details they need to make an informed purchase. Online shoppers can't pick up your products and examine them so this is Amazon's substitute for that experience.
Product descriptions are one of the key tools that brands can use to maximise both their conversions and visibility on Amazon. Descriptions can't include any company information promotional language or URLs. Instead it's all about the product.
Just under half of consumers typically begin their online product searches on Amazon so putting resources into perfecting your Amazon product listings is essential - even if you employ an omnichannel eCommerce strategy.
Here are the two key reasons why product descriptions are so important.
Your Amazon product description plays a central role in SEO. If you create a great product description Amazon's algorithm is likely to reward you with higher search rankings. With a majority of shoppers never looking beyond the first page of Amazon's search results this makes product descriptions hugely important.
A recent survey by PickFu revealed that 87% of consumers believe product descriptions are very important or extremely important when buying something on Amazon. This means they have the potential to increase your sales. By providing shoppers with all the information they need before placing an order you're also more likely to satisfy customers reduce returns and attract more positive Amazon reviews.
Here are three key aspects to focus on when creating product descriptions to impress both prospects and Amazon's A9 algorithm.
When ranking Amazon product listings the A9 algorithm looks at search query relevance as well as product pricing conversion rates external traffic and availability.
To match Amazon Product listings with user search queries it analyses the keywords in your product descriptions. Brands can use a keyword tool to figure out which phrases people are most likely to use when searching for a product on Amazon.
You can then add these to your product descriptions. Preferably you should include long-tail keywords with large search volumes. But only use ones that apply to your products; relevancy trumps search popularity.
It's also a good idea to A/B test keywords to find out which ones connect with your audience. And be mindful not to stuff your descriptions with too many. You can add extra keywords to the search field of your Amazon product pages instead. Here you can include synonyms spelling variations and other keywords for Amazon to assess.
To drive up conversions your Amazon product description needs to include all the details a shopper needs to make a purchase decision. Highlight the benefits of your product first and then list its key features.
Consider adding details like dimensions weight ingredients quantity guarantees and whatever else your target audience would look for.
PickFu's survey also highlighted that the most important aspect of a product description is its layout. Consumers said easy to read text with proper formatting was even more important than a description's title or product benefits.
This means it's important to lay out your product information in a clear and concise manner. If it's too long or difficult to read shoppers may look elsewhere. So be sure to use bullet points short sentences white space and other formatting to make your product descriptions engaging scannable and easy to read.
Looking beyond the basics here are some extra tips that will help improve your descriptions.
Companies that are eligible for the Amazon Brand Registry can take advantage of A+ Content which allows brands to enhance their product descriptions with eye-catching layouts tables images videos and more.
This isn't available to most sellers so it will really give your Amazon product pages a boost and help your listings stand out. Amazon says that using A+ content generally increases conversions by 5%.
It's a good idea to use your eCommerce helpdesk and Digital Shelf tool to monitor support tickets and online reviews. This will allow your brand to quickly identify and address issues with your product descriptions.
If a product doesn't arrive as described or a listing is inaccurate your customers will probably voice their dissatisfaction through these two forums.
When crafting an Amazon product description it's important to get into the mindset of your key customer personas. Ask yourself: Who buys this product? Why do they buy it? How do they use it? And what phrases would they type into Amazon to find it?
This will impact the keywords language and tone of your product descriptions. This should help ensure your listings appear in front of the right people and increase conversions for your brand.
To drive our message home here are some examples of great earned media product descriptions from leading brands across two different industries.
In its product descriptions Quaker Oats highlights the health benefits of its products as well as key details and features - such as weight and resealable packaging.
The brand also highlights certification it has received from industry bodies like the non-GMO project. It provides a one-line serving suggestion which makes this description really enticing too. There's even additional A+ content which features recipes and mouth-watering photos.
The brand's use of bullet points and colons makes it easier for shoppers to read too.
First and foremost Cetaphil's product descriptions highlight the brand's benefits. The skincare brand provides specific timelines around when you'll start to notice results. This is likely to reassure readers and nurture conversions.
Its product descriptions also highlight suitable skin types key ingredients and where the cream can be used. This information will answer the FAQs of its target audience and help it rank for lots of long-tail search terms at the same time.
Like Quaker Oats Cetaphil also uses bullet points as well as capital letters to improve readability.
All these tips can improve the performance of your Amazon product pages. However, in the run up to Amazon Prime Day 2023, you should continuously tweak your product descriptions to see how it impacts your rankings and conversions too. So be sure to take note of every edit you make. Alternatively you can organize A/B tests to gather more formal results.
