How to write an Amazon product description that ranks high in search

With virtually $386 billion in gross sales in 2020, Amazon is the premier on-line retailer in the globe. As an Amazon vendor, your competition is rough. Every person is vying to get their products and solutions in front of as many persons as achievable. One particular of the finest techniques to do this is to rank superior on Amazon’s research effects.

Use strategic ecommerce Search engine marketing fundamental principles — like key word analysis — to give your Amazon product descriptions a boost so that your products are observed by the correct customers. Seo isn’t only for lookup engines like Google or Bing any longer. The real truth is, Search engine optimization is a substantial portion of your Amazon technique.

Prospective buyers looking on Amazon are at the close of the consumer journey — they are all set to obtain a little something. A killer Website positioning approach will optimize your Amazon products descriptions to make confident your products are at the leading of the look for bar and 1 click away from checkout. Are you all set to consider edge of your customers’ readiness?“

Here’s what you will need to do.

Realize Amazon Seo

Amazon Website positioning is optimizing your products listings to rank better in Amazon lookup benefits for related keywords and phrases, really comparable to Google Search engine optimisation. Merchandise listings that are optimized are less difficult for Amazon to present to customers who are looking for something similar to your products

You want to get your goods in front of as many persons as doable and operate a effective Amazon enterprise, and concentrating on Amazon Search engine optimization is one way to do this.

Think about Amazon Search engine optimization like a jigsaw puzzle with many pieces, which consists of:

• Amazon search phrase optimization
• Amazon product or service title optimization
• Products image optimization
• Amazon merchandise description optimization
• The Amazon algorithm

As we are focusing on solution descriptions, let’s go into further depth about keyword phrases and the algorithm.

How does Amazon’s look for algorithm work?

Amazon’s look for algorithm’s target is to connect buyers with the solutions they’re looking for as rapidly as attainable, which is not much from Amazon’s main philosophy, to be the most customer-centric enterprise on Earth. Amazon is pretty secretive about what influences its algorithm, but here are some directional styles we can moderately infer as a result of our individual information and what many others in the business are expressing.

The information and facts the algorithm considers when deciding merchandise ranking involves:

• Keywords: does your listing contain the search conditions consumers seem for?
• Income conversion price: do your merchandise market nicely?
• Client evaluations: are customers content with your products and solutions and services?
• Selling price: are your items priced competitively?
• Effectiveness heritage: do you have a history of sustainable gross sales?
• Shipping and delivery time: do clients acquire their products rapidly?

As you can see, it necessitates a bit of get the job done and significant considering to engineer your way to the major of Amazon Lookup, and you can understand extra about it with our Total Guideline to selling on Amazon.

How do Amazon keywords and phrases work?

Amazon search phrases are research phrases that shoppers kind in the Amazon lookup bar. For example, a customer forms “wristwatch.” “Wristwatch” is the Amazon search phrase. If you are selling wristwatches, but you do not use the search phrase wristwatch in your solution title or item description, you are at possibility of lacking the goal viewers.

Acquire a glimpse at the distinction in look for benefits for the two phrases “wristwatch” and “watch.” The final results for “wristwatch” are beneath.

(Resource Amazon)

Below is what comes up on Amazon when you variety in “watch” — there is a sponsored advertisement for a Fitbit and other digital watches.

(Source Amazon)

As you can see, Amazon associates distinctive key terms with distinct products styles. Wristwatches have a tendency to be non-electronic watches, whereas watches are inclined to be digital watches, like Android or Apple watches.

Familiarize oneself with Amazon’s regulations

Ahead of unleashing your copywriting capabilities, you want to familiarize you with the policies. If you don’t abide by the rules, you can uncover your product listing eradicated, or worse, you can get suspended. You can uncover a complete record of Amazon’s procedures for products descriptions on Amazon Seller Central. But some of the extra essential kinds revolve close to prohibited terms. These phrases are prohibited from merchandise descriptions:

• Merchandise condition
• Merchandise value
• Merchandise availability
• Evaluations or quotations
• Promotional product
• HTML code or JavaScript

In addition, merchandise titles need to not exceed 200 people. Try not to go overboard in your merchandise titles, but make certain the titles are descriptive. Here’s a excellent example:

(Supply Amazon)

Take into account your customer persona

When you are crafting your merchandise descriptions, you require to have your likely customers in head. Your product descriptions will need to discover a balance in between the appropriate keywords and what is suitable. Customer personas assist with this mainly because they make certain your descriptions are qualified to the “right” individuals and that your items show up in the suitable lookups.

This way, you have a a great deal improved likelihood of influencing people’s obtaining conclusions.

Let’s say you are a house décor seller. Create personas for the sorts of people today you sell to and define them as:

• New dwelling customers who are single or recently married and are keen to invest in stylish décor for their new house.
• Lengthy-time home owners with school-aged children who have amassed loads of stuff and require artistic storage remedies.

As you get to know what every team queries for and what they require, you can match keywords to every single group. For illustration, new household buyers could possibly search for wall décor. Your item descriptions for this team could include things like key terms like “wall hanging” or “damage-free removable art.”

This speaks to the unique team and helps make positive your solution exhibits up in lookup results when buyers type in certain keywords. The better your goods rank, the much better your probabilities are to raise your click to income and stay higher in the rankings.

Pick the best keyword phrases for your products and solutions

Make certain your search phrases replicate what your clients are interested in. Just like Google, Amazon is a information powerhouse — all of the lookups individuals make are logged. This technique gives Amazon perception into what matters are trending and what’s extra important to its enormous person base.

When prospects land on Amazon’s homepage, they are greeted with a checklist of categories and some of the very best-offering things inside of each individual just one.

This is a gold mine of information for you simply because based on the groups in which you promote, you will have a superior plan of the forms of products clients are on the lookout for. These lists notify you what your goal buyers have to have most and what they’re interested in. When you know what matters most to buyers, you can target them additional particularly, so when they see your items, they’re much more eager to get them.

These best-seller categories are a very good position to get started to create your key phrase list. You know what people are looking for, so now you have to cater your solution descriptions to talk to these wants and make extra revenue. Here’s how to find and use keyword phrases:

• Make a listing of the best 10–20 trending things in appropriate categories. In just about every classification, look at out lists like “most gifted” and “most wished for.” If you sell apparel, your record may consist of merchandise like dresses and trend extras. Click on on these types of products and solutions and choose observe of the title utilized and the descriptive words and phrases in the merchandise description. For illustration, the title might have the key terms “halter dress,” and the description could have key terms like “fitted style” or “flowing structure.” Add these words to your listing.
• Check out distinctive versions of extended-tail keywords and phrases. This will increase your likelihood of exhibiting up in search outcomes. So as an alternative of normally working with “halter gown,” use “halter gown style” or “fitted halter gown.”
• Update your record often. Normally when men and women do search phrase study, it’s 1 time, and they use that checklist eternally. A superior solution is to update your listing frequently. This guarantees that your item descriptions normally have the most applicable key phrases bundled.

Build individual key phrase lists for each of your products. Once you’re finished, you will have a massive element of what you need to begin rating large in Amazon’s SERPs. You can master a lot more about the ideal item groups to sell on Amazon.

Use Enhanced Model Content material (EBC)

Amazon Increased Manufacturer Content (EBC), which is now identified as A+ information on Vendor Central, is a way for you to modify your item listings with material such as increased photos and custom textual content placement — to assist magnify your brand’s story. Having said that, EBC is only obtainable to registered brand names in the Model Registry.

With Amazon A+ articles, you can include things like explanatory shots about the item characteristics and how to use the item.

The key benefit of EBC is that extra customers are drawn to your listings, providing you a lot more conversions this can guide to an raise in revenue, which contributes to the algorithm and would make your products rank better.

Master from substantial-good quality product or service description examples

A person of the most effective means to produce item descriptions that rank higher is to find out from now current examples. You must use existing listings as a design and style information to make your possess listings. As a typical rule, your product descriptions must have the next details:

• Manufacturer identify
• Positive aspects of your merchandise
• Solution particulars
• Item attributes

Let’s take a seem at a handful of examples.

Acquire a seem at this candle listing. The products title is a lot less than 200 characters, however descriptive — the brand identify, dimension and scent are evidently exhibited. Even with a brief glance, prospective buyers can see adequate data to make a conclusion.

(Source Amazon)

This toddler food items processor is an great instance of a large-high-quality Amazon products description.

(Supply Amazon)

(Supply Amazon)

Listed here are a few points we’ve picked up from these item descriptions:

Emphasis on promoting the product’s positive aspects, not its options

This item description for the Duo Meal Station stands out due to the fact it prospects by mentioning a simple fact customers can relate to —they want wholesome food items for their babies.

Notice how the product or service description emphasizes how easy it is to integrate the food items processor into day-to-working day lifestyle its substantial potential will save you time, and it’s effortlessly programmable.

It is effortless to record all of the factors that make your products excellent. Although this is significant, persons are more interested in what your merchandise can do for them. Your solution description wants to present consumers what they get out of employing your solution and how the product solves a issue.

When it’s crystal clear to people what they get out of utilizing a solution, they get thrilled about it. And the extra excited your description helps make them, the extra probable they are to obtain a thing.

Maintain the item description small and to the point

As you can see, the candle’s products description is concise and gets straight to the place. Leading with the burn time data is a great way to enchantment to consumers. Persons on the lookout to get candles are fascinated in understanding the burn up time.

(Source Amazon)

Use bullet details

As you can see, the details is introduced plainly and mentioned as bullet points. This would make the information and facts quickly digestible whilst covering the key capabilities and benefits of the solution.

Now it is your switch to get started out

Amazon is the biggest on-line retailer, which suggests that there’s heaps of solution competitiveness. Glance at any class, and there are hundreds of product listings for any client to look through as a result of.

So even nevertheless Amazon carries on to expand, it is feasible for you to thrive as a seller on Amazon. The solution to good results is getting to the leading of SERPs by making use of Website positioning. Without having this, people today won’t know your goods exist, and your profits will endure.

As well as, an Web optimization approach presents you an edge more than the competition because, keep in mind, the much more income you make in the shorter-time period — to turn into a top seller — the far more probably you are to stay on the front page of Amazon SERPs.