One of the most crucial aspects of success on Amazon is optimization of a listing. Fully optimizing and maximizing a listing’s ability to make sales depends on clear, concise, benefit driven copy. This information is what lets a potential customer know you offer what they need. Well written copy will also convince that customer that you offer the best solution out of all of the options available to them on Amazon. The product description is a fantastic place to put professional, well written features and benefits of your product. Not only does this frame your brand as being a quality solution, but it also allows for further details to ideally persuade potential buyers to choose your product over your competitor’s.

Summary Steps:

Step 1 – Do your keyword research. While you have limited space within the Title, Bullets and Search Terms for keywords, the product description offers an additional 2000 characters worth of space for great copy and relevant, spider-crawled terms. So whatever your means of research, ensure you have an extensive list to draw from when writing your description.

Step 2 – Be creative…or technical. Whether you want to tell a story that helps your potential buyers visualize themselves using your product, or you have a highly technical item you need to include specifications for, the Product Description area is the perfect place to showcase that information.

Step 3 – Ensure you have included lots of relevant keywords and key phrases. After you have done your extensive keyword and key phrase research, make sure you find a way to weave as many of them as possible into your description copy. This is for the Amazon algorithm spiders, and is important to listing SEO.

Step 4 – Opt for Enhanced Brand Content (EBC). Amazon is pushing for all brands on their platform to have enhanced content, so if you have the option available, we recommend taking advantage of it. It will make your listing look more professional, make your brand seem larger and overall will help you to compete with well-known bigger brands.

Step 5 – Invest in photography and graphics. EBC has a lot of space for large, colorful photos and banners. To fully take advantage of this real estate, you need to invest in awesome photographs and graphics. This will not only make your brand seem larger and more well established, but it will elevate you to the same level of professionalism as your big brand competitors.

One of the most crucial aspects of success on Amazon is optimization of a listing. Fully optimizing and maximizing a listing’s ability to make sales depends on clear, concise, benefit driven copy. This information is what lets a potential customer know you offer what they need. Well written copy will also convince that customer that you offer the best solution out of all of the options available to them on Amazon. The product features, otherwise known as bullets, are the best place for this copy.

Summary Steps:

Step 1 – Revisit your list of features. Then look at your competitors’ reviews. Take note of the negative reviews as well as the positive. Find what customers like and don’t like.

Step 2 – Create a list of benefits again, but this time tailor the benefit to either emphasize something competitor customers LIKE ,or emphasize how your product has improved upon something they DON’T LIKE.

Step 3 – Make two lists of features. One short version and one longer, more detailed version. The short version should briefly list a feature that implies a benefit (Examples: QUICK DRYING. EXTRA DURABLE). The longer version should list the feature and then explain the benefit it provides (Examples: Made with super absorbent microfiber so it dries quickly. Double reinforced material means this durable bag will last for years).

Step 4 – List your short features in ALL CAPS followed by a dash (-). After the dash, list your longer feature.

Step 5 – Make sure your first three bullets emphasize your most popular and highly searched features/benefits.

Step 6 – Make sure to include keywords from your keyword research throughout your features and benefits where you can (without making it sound keyword stuffed).

One of the most crucial aspects of success on Amazon is optimization of a listing. Fully optimizing and maximizing a listing’s ability to make sales depends on effectively communicating BENEFITS to potential buyers while also including key terms for Amazon’s algorithm. The title is important in this process because it both helps win the click of browsing customers as well as tells Amazon’s system what keywords the listing should be ranking for.

Summary Steps:

Step 1 – Conduct extensive keyword research and identify three or four highly trafficked key terms.

Step 2 – List the features of your product. Focus on how the customer’s life will improve because of those features. Those are called benefits. Make a list of the benefits.

Step 3 – Write out the benefits using the three or four key terms you identified in your keyword research.

Step 4 – Take those benefits written with your key terms and try to make them concise. Trim the list to less than 200 characters.

Step 5 – Arrange your most trafficked key term correlating to your most popular benefit in the front (as the first part) of the title so that it is displayed within the first 80 characters.

Step 6 – EXAMPLE: Pet Grooming Brush for Cats, Dogs, Rabbits – Big or Small, Short & Long Fur – Quality Pet Products by PetTastic