How To Write A Great Amazon Product Listing For Your Brand
Have you considered becoming an eCommerce seller? After analyzing the market, you realized that Amazon is the right place to sell your products. But, to be better ranked, you must do thorough research on what you need to get on Amazon’s first page of search results and how to get ahead of the ever-growing competition.
The first and most important thing in selling is the customer—someone you want to sell your products to. The thing is, humans have a short attention span. Therefore, you must present the product to the best of your capabilities if you want to make the sale. So, let's start from the beginning of the process to clarify what you need for a successful sale. Keep reading to learn how you, too, can create a winning Amazon product listing!
Key listing elements
You will need this essential item for a quality placement—a perfectly written Amazon product listing. Every perfect product listing must fulfill several criteria that will set it apart from the others. The goal is to place your product on the magical first page of Amazon based on the criteria you want your listing to be ranked against.
Your Amazon product listing should have:
- Bullet points
- Featured offer ("Buy Box")
- Other offers
What you need before writing a winning Amazon product listing
A market analysis
Before writing, the key thing is to perform a market analysis for the product you want to sell. This includes a detailed check of who is buying, the target group, when people shop, the state of the market, and where your product would be placed.
You need to envision an ideal customer to do all this, giving them the essential qualities an imaginary buyer should have. Based on that, you will create a strategy, knowing how and to whom you want to sell your product on Amazon.
In addition to creating a buyer persona, you need to find out the keywords that someone is typing on Amazon and the terms that will—if you use them—bring people to your products.
In addition to choosing keywords, you need to understand your data from that analysis. This includes the following:
- How many clicks are made
- What impressions do you get
- How much is searched for with a specific keyword
- How much is bought based on a particular keyword
- How much you sell by that choice
Once you've made a list of keywords, you can start writing high-quality content for your Amazon product listing to stand out from the crowd. Of course, to have a better ranking, you need the text to be well-written and follow SEO rules.
Note: For more steps that will guide you towards your fully optimized product listing, you can check the rules and tips written by the Amazon expert team on the Seller Central help pages.
Of course, this is just the beginning of the tips and rules for writing the best possible Amazon product listing. When you collect them, the keywords should be placed in different spots. Some of them will be used in the title so that it will be ranked as great as possible when people search with the keywords in it. Other keywords will be present in bullet points, and some will be in the background.
All this impacts the marketing of your product. Did you know that almost 85% of sellers create a bad listing, which costs them making sales and profits on Amazon! This is because the platform and customers do not recognize their products as relevant.
Keep in mind that Amazon does not behave like Google, and there is no need to insert the same word more than once. Instead, you should insert keywords in the text unobtrusively while positioning them well so that the algorithm picks them up better.
In other words, one keyword should be in the title, and others in the product description, thus eliminating repetition. We suggest using Helium 10, a perfect tool to help you find the right keywords to optimize your search.
How to nail the technical part of the listing
- Use hyphens to separate words
- Use long keywords to optimize your product
- Always—although Amazon focuses on selling products—write for the user
- The sentences need to be informative, precise, without wordings such as free and sale, and without promoting anything against the rules set by Amazon
It is necessary to emphasize the best sides of the product. Bullet points most often achieve this. Their role is to feed the user information that is not already covered, better describe the product (if the user has any doubts), and make it easier for them to buy the product—good knowledge of what you sell is your bonus. It provides something we marketers like to call value, and without value, there is no interest of the customer, no funnel – no sales.
The rules you should consider when writing these bullet points are:
- They should not exceed 200 characters, and the text must be authentic
- When describing a product, you must communicate with customers as correctly as possible
- No vendor-seller names on product pages
- What you wrote in the title should not be reiterated
- You should format your text professionally
- Text dimensions must meet the requirements for display on desktop and mobile devices
- Use all the allowed parts for writing, organize the titles well, check every space so that nothing is superfluous
- Product name, size, color, etc. needs to be listed
- Use the numbers instead of the words written in letters
- Always capitalize the first letter, but avoid using all capital letters
- Show a clearly defined date of shipment, as well as the arrival of the product, with each noting if something needs to be addressed or there is any problem with the delivery of the requested product.
Use adequate images that are easy to upload, meet the required parameters, and clearly show the product (500 x 500 or 1,000 x 1,000 pixels to increase your Amazon product listing quality).
Many sellers on Amazon can sell the same product, and they compete to “win the Buy Box.” When you win this option, customers have a button to directly add your product to their carts, giving you an advantage over competing sellers.
A seller who wants to get a Buy Box must meet a set of performance requirements, including order defect rate, customer shopping experience, time and experience on the Amazon selling platform, and status as a professional.
Amazon compares sellers on pricing, availability, fulfillment options, and customer service metrics if multiple sellers meet the eligibility requirements.
Think about one crucial thing—the same product sold by different sellers could have different prices, shipping, etc. You can check this information in section the OTHER OFFER.
How to write an Amazon listing description
If a potential buyer has come to this part, there is now a stronger possibility of them buying something. Tell your story and know that storytelling is a powerful weapon. Commitment is what customers love and why they come back.
A permanent USP (Unique Selling Proposition) shows why they should return to you. It is an effective tool to help you focus on your marketing goals and successfully set your brand and products apart from others.
Here you add the keywords, while in the description, you put some more specifics on the product you wrote nowhere else. Don't forget the CTA (call to action), as it is necessary to ensure the sale, and it helps encourage website visitors to take the desired action.
Write about the refund, all the conditions when buying, delays, or any potential inconveniences.
If you are still wondering if this is the right thing for your business, you can always try. Amazon is a constantly growing place! There are 310 million active Amazon customers in over 180 countries worldwide, and the numbers are growing. With exemplary commitment, success will surely come.
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About the author
Ljubica is a PPC Specialist at Sellers Alley. After several years as a journalist, starting her career in digital marketing, she realized that this was the only thing she wanted to do, and now she is in this field for the fourth year. Since then, she has been working on PPC, learning everything about Amazon and TikTok because she is interested in being a marketing professional, which requires constant learning. Besides PPC, her interests are in SEO and writing texts.
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