How To Write Amazon Product Listing Descriptions
Finally, the description is the bulk of content below all the specifications laid out “above the fold”.
Depending on the type of product, and whether you have a new brand or established company, the “description” area can be a number of different things.
It’s best to consider it similar to a product listing page on eBay – showcasing exactly what’s for sale. Minus images, a similar state of affairs exists (you can use limited amounts of HTML in it).
The most important thing to realize is that you’re not restricted to just bullet-points (as you are with the product features) – this not only gives a little more creative freedom. Obviously, this means that you need to ensure you’re making the right choices…
- Lead with the SINGLE reason why people would buy YOUR product over a competitor’s – marketing / sales 101 but it’s so easy to forget it. There’s always a SINGLE reason why people buy a particular product (it can be the quality, design or how it works)
- Lead with a headline, use a small bit of blurb to describe the product and then use several bullet points to describe what the buyer is going to get – you only get ~300 words so don’t go overboard
- Pick an emotive angle – The best product are sold through emotion – use copy that evokes ideas of how the product will fit into someone’s life
- Use HTML sparingly – bold text is nice, but not the defining factor of your product – don’t go overboard with the stylization (it should compliment the copy, not define it)