How to write an Amazon product description that ranks high in search

Time to shine

With approximately $386 billion in profits in 2020, Amazon is the premier on the net retailer in the world. As an Amazon vendor, your competition is challenging. Anyone is vying to get their solutions in entrance of as quite a few folks as doable. A single of the most effective approaches to do this is to rank high on Amazon’s research effects.

Use strategic ecommerce Search engine optimization principles — like keyword analysis — to give your Amazon solution descriptions a raise so that your merchandise are seen by the proper shoppers. Search engine optimization is not only for research engines like Google or Bing anymore. The fact is, Search engine marketing is a massive aspect of your Amazon technique.

Prospective buyers seeking on Amazon are at the close of the buyer journey — they’re prepared to invest in a thing. A killer Web optimization technique will optimize your Amazon merchandise descriptions to make sure your products and solutions are at the best of the search bar and just one click on absent from checkout. Are you all set to consider benefit of your customers’ readiness?“

Here’s what you have to have to do.

Realize Amazon Search engine optimization

Amazon Seo is optimizing your item listings to rank higher in Amazon research effects for connected key phrases, quite very similar to Google Website positioning. Merchandise listings that are optimized are less complicated for Amazon to present to consumers who are seeking for one thing similar to your item

You want to get your items in front of as many men and women as doable and operate a productive Amazon business enterprise, and focusing on Amazon Website positioning is one way to do this.

Think about Amazon Web optimization like a jigsaw puzzle with various parts, which consists of:

  • Amazon key word optimization
  • Amazon item title optimization
  • Product image optimization
  • Amazon merchandise description optimization
  • The Amazon algorithm

As we are concentrating on solution descriptions, let us go into additional element about key phrases and the algorithm.

How does Amazon’s research algorithm work?

Amazon’s lookup algorithm’s objective is to connect customers with the products and solutions they’re searching for as rapidly as possible, which isn’t significantly from Amazon’s core philosophy, to be the most consumer-centric firm on Earth. Amazon is pretty secretive about what influences its algorithm, but in this article are some directional styles we can reasonably infer through our very own knowledge and what some others in the business are stating.

The information the algorithm considers when analyzing merchandise rating involves:

  • Key phrases: does your listing involve the search phrases shoppers look for?
  • Profits conversion price: do your products market perfectly?
  • Consumer opinions: are customers satisfied with your products and solutions and services?
  • Price: are your merchandise priced competitively?
  • Efficiency heritage: do you have a document of sustainable income?
  • Supply time: do shoppers get their products and solutions immediately?

As you can see, it needs a little bit of perform and critical wondering to engineer your way to the leading of Amazon Research, and you can study more about it with our Comprehensive Guideline to providing on Amazon.

How do Amazon search phrases do the job?

Amazon search phrases are look for phrases that buyers style in the Amazon search bar. For instance, a buyer sorts “wristwatch.” “Wristwatch” is the Amazon keyword. If you are offering wristwatches, but you do not use the keyword wristwatch in your product title or merchandise description, you are at threat of lacking the goal viewers.

Consider a look at the change in research effects for the two terms “wristwatch” and “watch.” The effects for “wristwatch” are beneath.

amazon product description

(Resource Amazon)

Here is what will come up on Amazon when you kind in “watch” — there is a sponsored advert for a Fitbit and other digital watches.

amazon product description

(Source Amazon)

As you can see, Amazon associates diverse keywords and phrases with distinctive product or service forms. Wristwatches are likely to be non-electronic watches, whereas watches are likely to be electronic watches, like Android or Apple watches.

Familiarize yourself with Amazon’s regulations

Just before unleashing your copywriting abilities, you have to have to familiarize on your own with the rules. If you really do not abide by the principles, you can obtain your merchandise listing taken out, or worse, you can get suspended. You can uncover a full list of Amazon’s rules for products descriptions on Amazon Seller Central. But some of the far more critical kinds revolve about prohibited phrases. These phrases are prohibited from product or service descriptions:

  • Merchandise issue
  • Merchandise cost
  • Item availability
  • Testimonials or offers
  • Marketing content
  • HTML code or JavaScript

Additionally, item titles should not exceed 200 people. Test not to go overboard in your item titles, but make absolutely sure the titles are descriptive. Here’s a fantastic illustration:

amazon product description

(Resource Amazon)

Contemplate your buyer persona

When you are creating your product or service descriptions, you need to have to have your possible clients in mind. Your item descriptions have to have to obtain a balance among the correct key terms and what’s pertinent. Consumer personas help with this for the reason that they make guaranteed your descriptions are specific to the “right” folks and that your products surface in the suitable searches.

This way, you have a a great deal far better prospect of influencing people’s purchasing selections.

Let us say you are a house décor seller. Generate personas for the types of people today you sell to and determine them as:

  • New dwelling consumers who are solitary or newly married and are keen to obtain trendy décor for their new residence.
  • Extended-time property owners with faculty-aged youngsters who have gathered a lot of stuff and want resourceful storage answers.

As you get to know what each group lookups for and what they will need, you can match keywords and phrases to each and every team. For case in point, new property consumers may well search for wall décor. Your solution descriptions for this group could consist of keywords like “wall hanging” or “damage-no cost removable art.”

This speaks to the particular group and can make confident your product reveals up in look for success when buyers type in specified keywords. The far better your items rank, the greater your prospects are to raise your click to gross sales and continue to be high in the rankings.

Pick out the finest key terms for your items

Make sure your key phrases mirror what your customers are interested in. Just like Google, Amazon is a facts powerhouse — all of the searches folks make are logged. This strategy presents Amazon perception into what subject areas are trending and what is additional important to its huge person base.

When shoppers land on Amazon’s homepage, they are greeted with a listing of groups and some of the most effective-advertising objects inside every single a person.

This is a gold mine of info for you simply because based on the types in which you sell, you will have a excellent notion of the varieties of solutions buyers are searching for. These lists convey to you what your target clients need to have most and what they’re interested in. When you know what matters most to clients, you can goal them a lot more exclusively, so when they see your items, they are much more inclined to purchase them.

These very best-vendor classes are a excellent location to begin to make your key phrase list. You know what people today are wanting for, so now you have to cater your item descriptions to converse to these demands and make much more revenue. Here’s how to come across and use keywords and phrases:

  • Make a checklist of the top 10–20 trending merchandise in appropriate types. In every single group, examine out lists like “most gifted” and “most wished for.” If you sell apparel, your checklist could possibly consist of merchandise like attire and style add-ons. Click on on these types of solutions and take notice of the title utilized and the descriptive words in the item description. For example, the title may well have the search phrases “halter costume,” and the description might have search phrases like “fitted style” or “flowing style and design.” Insert these words and phrases to your checklist.
  • Consider diverse versions of long-tail search phrases. This will boost your probabilities of displaying up in lookup results. So in its place of normally working with “halter gown,” use “halter costume style” or “fitted halter gown.”
  • Update your list consistently. Usually when persons do key phrase research, it’s a single time, and they use that checklist eternally. A improved method is to update your record frequently. This makes certain that your solution descriptions usually have the most pertinent key phrases integrated.

Build separate key word lists for just about every of your goods. As soon as you’re carried out, you will have a massive part of what you will need to commence rating substantial in Amazon’s SERPs. You can learn a lot more about the greatest product categories to sell on Amazon.

Use Increased Model Information (EBC)

Amazon Improved Manufacturer Material (EBC), which is now recognized as A+ articles on Seller Central, is a way for you to modify your merchandise listings with articles these types of as enhanced photos and personalized text placement — to help amplify your brand’s tale. However, EBC is only offered to registered models in the Brand Registry.

With Amazon A+ content, you can involve explanatory pictures about the product or service attributes and how to use the merchandise.

The major profit of EBC is that a lot more customers are drawn to your listings, supplying you a lot more conversions this can direct to an increase in product sales, which contributes to the algorithm and helps make your products rank larger.

Study from higher-good quality item description examples

A person of the best strategies to produce solution descriptions that rank high is to understand from now present illustrations. You should really use existing listings as a fashion manual to build your have listings. As a normal rule, your solution descriptions need to have the adhering to details:

  • Manufacturer title
  • Gains of your item
  • Product information
  • Solution attributes

Let us choose a glance at a couple examples.

Just take a look at this candle listing. The solution title is a lot less than 200 people, nonetheless descriptive — the model title, sizing and scent are plainly displayed. Even with a rapid glance, consumers can see sufficient facts to make a final decision.

amazon product description

(Supply Amazon)

This newborn foods processor is an fantastic case in point of a high-top quality Amazon products description.

amazon product description

(Source Amazon)

amazon product description

(Supply Amazon)

In this article are a number of matters we have picked up from these products descriptions:

Aim on selling the product’s added benefits, not its capabilities

This product or service description for the Duo Food Station stands out mainly because it potential customers by mentioning a reality consumers can relate to —they want nutritious food for their babies.

See how the products description emphasizes how easy it is to incorporate the food stuff processor into day-to-day daily life its massive capability saves you time, and it is quickly programmable.

It’s effortless to record all of the items that make your product or service great. While this is significant, persons are more intrigued in what your solution can do for them. Your product description requires to present prospects what they get out of making use of your products and how the product or service solves a problem.

When it’s clear to people today what they get out of working with a item, they get thrilled about it. And the extra thrilled your description makes them, the additional probably they are to acquire anything.

Retain the product description small and to the issue

As you can see, the candle’s solution description is concise and will get straight to the issue. Top with the burn off time info is a superior way to charm to buyers. Men and women hunting to purchase candles are interested in understanding the burn up time.

amazon product description

(Source Amazon)

Use bullet details

As you can see, the information is presented obviously and stated as bullet factors. This makes the facts simply digestible while masking the key options and positive aspects of the products.

Now it is your change to get started off

Amazon is the largest on the net retailer, which usually means that there is heaps of product or service competitors. Appear at any category, and there are hundreds of products listings for any purchaser to browse as a result of.

So even however Amazon continues to grow, it’s possible for you to thrive as a vendor on Amazon. The top secret to achievements is acquiring to the top rated of SERPs by working with Seo. With no this, people today will not know your products exist, and your income will go through.

Plus, an Search engine optimisation system offers you an edge about the levels of competition mainly because, try to remember, the more gross sales you make in the short-term — to become a prime vendor — the additional probable you are to continue to be on the entrance site of Amazon SERPs.