I did a poll recently in my private Facebook group. The question was something like “Which part of creating Amazon listings stresses you out the most?” Of the title, bullets, description, and keywords, the majority answered that the description was where they hit a wall.
That really surprised me.
One seller commented that the description section took the most creativity because it was the longest. Therefore, at the request of my Facebook group, I’ve developed this quick help guide for those who are uncertain about what to include as they write their Amazon product description.
Does the Description Matter?
While the description is farther down the page when you view a listing on a computer, mobile users see the standard description above the key feature bullets. That means this is the first bit of detailed information shoppers see when using a smartphone or tablet.
Oddly enough, with Enhanced Brand Content (EBC) listings, the description shows underneath the bullets.Because almost 75% of Amazon customers shop on mobile devices, you need to optimize every element possible for that platform — including the description.Click To Tweet
What Should I Include?
- Expand on Your Bullets: If you’ve written your key feature bullets first, take the next step and expand on what you’ve said. Don’t duplicate them, but go further with more detailed explanations and additional information.
Let’s pretend these are 3 of your 5 bullets:
- Provides stabilizing compression to weak, sore muscles and joints.
- Dual-side stabilizers for lateral support.
- 3-strap system for adjustable compression and a custom fit.
As a shopper, I can tell you I would have questions after reading these. For instance:
- How does stabilizing compression help? Can I still walk while wearing this brace? Will it cut off my circulation after a while?
- What are dual-side stabilizers? How do they provide lateral support?
- Where are the 3 straps? How are they attached? What are they made of, and what length are they? Will they fit larger people?
- Provide a List of Uses: Not everyone who requires a knee brace is certain this item will solve their problem. It’s a good idea to highlight why most people use this product. You can answer these questions:
- What types of knee injuries or conditions will this brace help with?
- Is there anything the brace won’t help with?
- Are there conditions that this brace would make worse?
- How long does it take to work?
- Ensure a Proper Fit: For items that come in a variety of sizes, you can highlight what the options are and offer dimensions or other specifics that will allow your customer to get the best fit possible. This will also help to reduce returns.
- Address All Segments of Your Target Audience: Most of the time, you will have multiple segments in your target audience. For instance, people with knee pain make up the overall customer base for our example product. But the subsets of this group include: athletes, older people, arthritis sufferers, those with meniscus tears or sprains, people who are recovering from surgery, and many others.
You could use some space in your description to outline how the product benefits these customers. For instance:
Athletes will appreciate how easily this nylon knee brace can be put on and taken off. Providing as-needed support, you can wear it before a game, during a run, or on the court as you heal. It’s also a smart addition if you want to prevent injuries.
Recovering from surgery and no longer in a metal brace? If your knee is still weak, ask your doctor about transitioning to the [BRAND NAME] knee brace until your physical therapy is finished. You’ll notice a big difference!
And so on…
- Provide Product Specifics
If size, shape, dimension, or other specifics will help your customer make a confident buying decision, add those tidbits to your description as well.
- Insert Keywords/Search Terms
When optimizing your Amazon product listings, your most important keywords should be included in your title. Include keyphrases (other than the ones in the title) in your description and/or bullets. There’s no need to repeat keywords on Amazon.com. There is no penalty if you do, but why waste space when you can improve your optimization by using a wide range of terms?
Not sure how to find Amazon backend keywords? Watch this video.
The more clear, precise, and engaging you can be in your Amazon product description, the higher you will rank and the more sales you will make. Click to Tweet.
There are other techniques that can help you perfect your skills when it comes to crafting exceptional copy.
If you struggle to fill up all the space in your product description section, check out my ebook “Amazon Advantage: Product Listing Strategies to Boost Your Sales.” Get all the details and save $10 when you use coupon AMZADVBLOG (all caps).
Have questions? Want to discuss your ideas? Leave me a comment or question below.