Amazon product descriptions best practice

In this article we will discuss Amazon product descriptions best practice. These recommendations will guide you how to create high quality product descriptions and optimal bullet points text. Applying these optimizations to your current listings will help improve their performance.

Writing an engaging product description is one of the keys to success for sellers on Amazon. The benefits of a high quality description is twofold: 

1. It helps attract more potential buyers to listings, improving conversion rates;
2. Amazon’s search engine will rank the listings at the top of the search result page, increasing their exposure in the marketplace.
   

In this article we will discuss Amazon product descriptions best practice. These recommendations will guide you how to create high quality product descriptions and optimal bullet points text. Applying these optimizations to your current listings will help improve their performance.

Bullet Point Product Description

Why Use Bullet Points

Product description is one of the most significant elements in a listing that helps shoppers make an informed purchasing decision. 

While it is the product title and images’ purpose to attract potential shoppers and entice them to click through to the listings, it is the product description task to convince them to complete the purchase, once they visit the listing.
 

However, shoppers usually don’t bother reading long texts, and most often their short attention span will make them move on to the next listing when they encounter a block of text.
 

It is a good practice to break the product description into easy-to-read bullet points, and display it directly below the product title and next to the product images. Use 4-6 bullet points to describe the product on sale, and highlight its attributes and advantages. A good product description provides shoppers with all the information they might need to make an informed purchasing decision. 

When faced with a lot of text, shoppers tend to pay attention only to the first few words of each paragraph. It is our goal as sellers to capture the attention of potential shoppers and keep them interested by writing engaging and informative descriptions. It is therefore recommended to begin each bullet point in the description with something enticing like an attribute.  







In the example above, note how each bullet point begins with an attribute of the product: waterproof, adjustable, professional water repellant, multipurpose, etc.

Here are some important guidelines to keep in mind:

• Up to five bullet points can be included for each product.
• It is better to keep bullet points clear and concise. It is recommended to keep bullet points under 1,000 characters in total.
• The description’s main purpose is to describe the product. However, a good bullet point description includes important keywords, usually at the beginning of the point.
• Bullet points, as well as listing as a whole, should only contain accurate and relevant information. 
  

For more reference, you can check out Amazon’s Bullet Points Guideline.

Tips to writing high quality product descriptions 

When scouring listings, Amazon search engine’s algorithm A9 focuses on two critical elements: the listing’s content and its click-to-sale ratio. Because of this, listings’ content must also be optimized for Amazon search engine. 

Following are some important insight on write and high quality product description: 
 

1. Get to know your potential customers: write the product description while trying to put yourself in the place of the customer. Try identifying what information is most important to them, and how it should be best presented to them. 
2. Break Blocks of Text: remember that other than the A9 algorithm, human beings are meant to read descriptions. When faced with a big block of text, most shoppers will not bother reading the whole thing, and move on to other listings. Try to break the text into smaller, digestible bullet points or paragraphs. 
3. While highlighting the attributes of the product is very important, it can also be very helpful to describe what are the benefits the product gives to shoppers, and how it may improve their lives if they bought it.
4. Embed Keywords: remember that A9 focuses on the content of listings, so make sure you include the most important keywords within the description. 
5. Be True: all the content you include in the listing must be correct and accurate. Providing false or misleading information will most definitely lead to return requests, and eventually Amazon will suspend the seller account. 
   

For more reference, you can check out Amazon’s Product detail page rules. Following these rules will ensure improved performance on Amazon.