How to Craft a Helpful and Detailed Amazon Product Description

 Amazon product description


Over two billion people visit the Amazon website every month. Some of them browse, search for info, compare products, and read product reviews, but most are there to buy. According to statistics, Amazon ships over 66,000 orders per hour. Many of those finished orders on Amazon are the product of a simple search result.

Are these facts enough to make you think more about how much time you spend writing an Amazon product description?

Table of contents:

  • How to craft a winning product description without an Amazon listing copywriter
  • The power of honesty on Amazon
  • Amazon's product page style guide and reasons to use it
  • 10 things to DO with your Amazon product description
  • 10 things to AVOID with your Amazon product description
  • Final thoughts

How to craft a winning product description without an Amazon listing copywriter

Do you need a professional service for the Amazon product listing? If you can follow simple Amazon rules for product listing, and you know a thing or two about SEO, you can take your time and consider doing the product description optimization on your own.

It's really not that complicated. Once you have conducted keyword research and found relevant keywords, do your best to place them in your product title, features, description, and Amazon's backend keywords.

Let's get into more details. 

Choose the best keywords for your Amazon product description

The keywords you will use have to reflect what your customers are typing into the Amazon search bar. The good news is that Amazon logs all the searches people make, which will give you insights into what search queries are popular.

After conducting keyword harvesting on Amazon, ‌create a list of relevant keywords—as many as you can find—and then decide on the most accurate according to what you sell.

Create content for 7 tabs: Vital Info, Variations, Offer, Images, Description, Keywords, and More Details

Vital Info

This section refers to the product’s name, manufacturer and brand name, color, size, etc.


If your product comes in various colors and sizes or any other distinct varieties, you'll need to indicate that. Once you choose a variation, more options will be revealed to provide more product clarification.


This section serves to generate a seller’s offer. Obligatory fields include standard price (the real price of a specific product), sale price and sale start/end date (in case the product goes on sale), quantity, item condition (new/used), and handling time (also called production time or Lead Time to Ship).


The product images used to show your product must follow Amazon product image requirements. Use as many photos as you can to present your product and its benefits.


The Description tab is divided into Key Product Features and Product Description.

  • Key Product Features
  • This section has five fields created for product features that will show up as bulleted points. Each one can have up to 250 characters with spaces. Use this as an opportunity to implement your keywords.

    Extra tip: Although Amazon offers 250 characters for five bullet points in product features, only 1000 characters overall for features will be indexed by Amazon.

  • Product Description
  • Yes, your Amazon product description can look like a boring block of text, but it doesn't have to be so! Use short sentences which are easy to understand and get customers’ attention. Do your best to address the needs, benefits, and problems, and provide the solution. Use up to 2000 characters to say the most important things, and don't forget to include those keywords you found.


    Use Search Terms, Platinum Keyword, Subject Matter, Other Attributes, Intended Use, and Target Audience. Those tabs are a crucial part of your Amazon listing. The information placed in them is not visible to users, and only the Amazon algorithm uses them. Those keywords will be used whenever customers search for your products or items related to what you sell.

    More Details

    This includes info like weight, shipping weight, dimensions, etc. It’s the easiest part because you need to fill only those tabs related to your product. There could be a lot of fields not relevant to your product. Amazon generates what might be required based on your category, so it's not always 100% accurate.

    The power of honesty on Amazon

    Let's say that you're obligated to add the manufacturer's description into Amazon product descriptions. But always add your own description. Give a concise, detailed, and honest overview of the product. Mention its features and benefits, but stay focused on your product's uniqueness. 

    Highlight the best ways to use the product but be honest about its limitations. Being genuine while creating an optimized Amazon product listing is very important. You want to gain the consumer's trust and build a long-term relationship.

    Amazon's product page style guide and reasons to use it

    Amazon's product listing style guide serves to help you understand the rules when listing your products on the platform. It’s straightforward, so you can follow the rules with ease and get information on everything you might need in the process of creating the best Amazon product descriptions for your customers and the algorithm.

    10 Things to DO with your Amazon product description

    1. Keep it informative and to the point
    2. Focus on selling the product's benefits, not its features
    3. Know the character limits: Title (up to 200 with spaces, depending on the category), Features (250x5 with spaces), Descriptions (2,000 with spaces)
    4. Use the title formula (Brand + Model Number + Product + Product Type/Color/Size)
    5. Use bullet points to break down long descriptions
    6. State things like what's in the box, the number of items in a pack, etc.
    7. Be honest about the product’s limitations
    8. Provide high-quality images
    9. Optimize Amazon product descriptions to gain more organic traffic (Amazon SEO)
    10. Follow the Amazons Product Detail Page Rules on Seller Central

    10 Things to AVOID with your Amazon product description

    1. Written promotional material (ads)
    2. Promotions or "special" offers
    3. Watermarks or logos on images of your product
    4. Reviews/testimonials in the product description
    5. Pushing people to leave a review
    6. Spoiler info for books, movies, etc.
    7. Links to other websites
    8. Open invites to seminars, lectures, or tours
    9. Personal information (email/personal address, phone number)
    10. Offensive content

    Final Thoughts

    In summary, Amazon product description has a lot of influence on the customer's purchase decision. Therefore, you mustn't underestimate it. When writing product descriptions for Amazon, ‌create a balance between being customer-oriented and problem/solution-oriented.

    The purpose of product listing descriptions is to create a fair advantage in the rush of being placed on the top of Amazon's and Google's SERP. Use that advantage wisely.


    About the author

     Ines M. Puskarevic

    Ines Maras Puškarević is a Junior SEO Executive at Sellers Alley. She lives and breathes SEO, even in her free time. Ines has no luck with plants but keeps on bringing them home.

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