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

With almost $386 billion in profits in 2020, Amazon is the premier online retailer in the world. As an Amazon seller, your level of competition is rough. All people is vying to get their merchandise in entrance of as numerous folks as feasible. A single of the greatest ways to do this is to rank significant on Amazon’s lookup effects.

Use strategic ecommerce Seo essentials — like keyword investigation — to give your Amazon item descriptions a strengthen so that your products are witnessed by the suitable customers. Seo isn’t only for search engines like Google or Bing any more. The truth is, Website positioning is a substantial component of your Amazon method.

Purchasers seeking on Amazon are at the stop of the client journey — they are all set to invest in anything. A killer Search engine optimisation strategy will improve your Amazon products descriptions to make positive your products and solutions are at the best of the search bar and one click on away from checkout. Are you prepared to take advantage of your customers’ readiness?“

Here’s what you have to have to do.

Fully grasp Amazon Search engine marketing

Amazon Seo is optimizing your merchandise listings to rank larger in Amazon lookup final results for related keywords, really very similar to Google Seo. Product or service listings that are optimized are much easier for Amazon to show to customers who are seeking for something comparable to your solution

You want to get your goods in entrance of as a lot of folks as doable and run a prosperous Amazon small business, and focusing on Amazon Search engine optimization is one particular way to do this.

Contemplate Amazon Seo like a jigsaw puzzle with various items, which involves:

• Amazon keyword optimization
• Amazon solution title optimization
• Product image optimization
• Amazon item description optimization
• The Amazon algorithm

As we are concentrating on merchandise descriptions, let’s go into more depth about keyword phrases and the algorithm.

How does Amazon’s lookup algorithm function?

Amazon’s search algorithm’s goal is to join purchasers with the merchandise they’re wanting for as speedily as achievable, which is not much from Amazon’s main philosophy, to be the most customer-centric firm on Earth. Amazon is incredibly secretive about what influences its algorithm, but here are some directional designs we can reasonably infer by means of our personal knowledge and what some others in the sector are stating.

The data the algorithm considers when pinpointing item ranking involves:

• Key phrases: does your listing consist of the search phrases buyers glance for?
• Sales conversion level: do your objects provide nicely?
• Consumer reviews: are buyers happy with your goods and services?
• Value: are your products and solutions priced competitively?
• Functionality history: do you have a document of sustainable sales?
• Shipping and delivery time: do shoppers get their solutions promptly?

As you can see, it involves a little bit of function and significant thinking to engineer your way to the leading of Amazon Research, and you can discover a lot more about it with our Total Guideline to providing on Amazon.

How do Amazon key terms perform?

Amazon keywords and phrases are search conditions that customers form in the Amazon search bar. For case in point, a consumer sorts “wristwatch.” “Wristwatch” is the Amazon key phrase. If you are promoting wristwatches, but you do not use the keyword wristwatch in your item title or products description, you are at possibility of lacking the target audience.

Take a glance at the variance in search effects for the two terms “wristwatch” and “watch.” The effects for “wristwatch” are under.

(Supply Amazon)

Listed here is what arrives up on Amazon when you variety in “watch” — there is a sponsored advertisement for a Fitbit and other electronic watches.

(Supply Amazon)

As you can see, Amazon associates various keyword phrases with distinct solution types. Wristwatches tend to be non-digital watches, while watches are inclined to be electronic watches, like Android or Apple watches.

Familiarize oneself with Amazon’s principles

Before unleashing your copywriting expertise, you require to familiarize you with the rules. If you do not abide by the procedures, you can discover your product listing taken out, or worse, you can get suspended. You can find a full listing of Amazon’s guidelines for item descriptions on Amazon Vendor Central. But some of the much more significant ones revolve around prohibited conditions. These conditions are prohibited from products descriptions:

• Item situation
• Product selling price
• Product availability
• Reviews or prices
• Promotional product
• HTML code or JavaScript

In addition, solution titles should not exceed 200 figures. Check out not to go overboard in your item titles, but make guaranteed the titles are descriptive. Here’s a excellent instance:

(Source Amazon)

Take into consideration your consumer persona

When you are producing your merchandise descriptions, you need to have your potential shoppers in intellect. Your product or service descriptions need to obtain a balance among the ideal keywords and phrases and what’s pertinent. Customer personas help with this for the reason that they make absolutely sure your descriptions are specific to the “right” people today and that your goods appear in the correct queries.

This way, you have a a lot superior chance of influencing people’s paying for decisions.

Let us say you’re a property décor vendor. Make personas for the kinds of people today you provide to and define them as:

• New household purchasers who are one or recently married and are eager to purchase fashionable décor for their new home.
• Very long-time home owners with college-aged young children who have amassed tons of stuff and will need imaginative storage remedies.

As you get to know what every team queries for and what they have to have, you can match keywords to each and every group. For case in point, new house consumers may well research for wall décor. Your item descriptions for this group could involve keywords and phrases like “wall hanging” or “damage-totally free removable art.”

This speaks to the unique group and helps make guaranteed your merchandise shows up in lookup final results when customers variety in particular keywords. The greater your items rank, the far better your prospects are to improve your simply click to sales and remain superior in the rankings.

Decide on the very best key terms for your products

Make sure your keywords and phrases reflect what your buyers are interested in. Just like Google, Amazon is a information powerhouse — all of the lookups individuals make are logged. This solution provides Amazon insight into what subjects are trending and what is more significant to its significant user base.

When customers land on Amazon’s homepage, they are greeted with a listing of categories and some of the finest-promoting items in just every a single.

This is a gold mine of information and facts for you because based on the categories in which you market, you will have a excellent strategy of the sorts of items clients are wanting for. These lists inform you what your goal consumers want most and what they are interested in. When you know what matters most to customers, you can focus on them extra exclusively, so when they see your products, they’re far more prepared to acquire them.

These best-vendor types are a good position to start out to create your key word list. You know what people are wanting for, so now you have to cater your product descriptions to discuss to these requirements and make extra funds. Here’s how to locate and use key terms:

• Make a checklist of the top 10–20 trending items in applicable classes. In every category, verify out lists like “most gifted” and “most wished for.” If you market outfits, your list could possibly include things like attire and style components. Simply click on these sorts of products and get take note of the title employed and the descriptive words in the item description. For example, the title could possibly have the keyword phrases “halter gown,” and the description may possibly have search phrases like “fitted style” or “flowing design and style.” Include these text to your listing.
• Try diverse variations of extended-tail key terms. This will increase your prospects of exhibiting up in search final results. So as an alternative of usually making use of “halter gown,” use “halter costume style” or “fitted halter costume.”
• Update your checklist on a regular basis. Often when men and women do key word exploration, it’s one time, and they use that record endlessly. A far better tactic is to update your listing frequently. This makes certain that your item descriptions usually have the most applicable key terms involved.

Generate independent key word lists for each and every of your merchandise. Once you’re completed, you are going to have a significant element of what you have to have to start ranking significant in Amazon’s SERPs. You can learn extra about the greatest solution categories to provide on Amazon.

Use Improved Brand Material (EBC)

Amazon Improved Brand name Material (EBC), which is now recognised as A+ information on Seller Central, is a way for you to modify your item listings with written content these types of as increased photographs and tailor made textual content placement — to support amplify your brand’s story. Nonetheless, EBC is only readily available to registered manufacturers in the Manufacturer Registry.

With Amazon A+ content, you can include things like explanatory images about the item features and how to use the merchandise.

The most important profit of EBC is that much more customers are drawn to your listings, giving you extra conversions this can lead to an improve in income, which contributes to the algorithm and can make your solutions rank bigger.

Study from large-top quality product description illustrations

A single of the ideal methods to build product or service descriptions that rank significant is to understand from already current examples. You ought to use existing listings as a design and style guidebook to create your individual listings. As a typical rule, your merchandise descriptions should really have the adhering to facts:

• Brand identify
• Rewards of your item
• Product information
• Product functions

Let’s take a look at a few examples.

Get a look at this candle listing. The products title is a lot less than 200 characters, however descriptive — the brand name, size and scent are plainly shown. Even with a swift look, consumers can see adequate data to make a selection.

(Source Amazon)

This newborn foodstuff processor is an outstanding illustration of a large-high-quality Amazon merchandise description.

(Supply Amazon)

(Source Amazon)

Here are a several issues we’ve picked up from these product descriptions:

Target on selling the product’s gains, not its characteristics

This merchandise description for the Duo Food Station stands out for the reason that it prospects by mentioning a fact shoppers can relate to —they want wholesome food for their infants.

Observe how the item description emphasizes how effortless it is to integrate the foods processor into working day-to-working day lifetime its big potential saves you time, and it is easily programmable.

It is easy to checklist all of the factors that make your products great. Although this is critical, folks are additional intrigued in what your solution can do for them. Your product description demands to present customers what they get out of applying your products and how the solution solves a issue.

When it’s very clear to people what they get out of employing a merchandise, they get enthusiastic about it. And the much more energized your description tends to make them, the a lot more most likely they are to buy anything.

Retain the item description short and to the place

As you can see, the candle’s products description is concise and gets straight to the point. Leading with the burn up time information is a superior way to attraction to prospective buyers. People looking to get candles are fascinated in being aware of the burn off time.

(Source Amazon)

Use bullet factors

As you can see, the information is presented evidently and outlined as bullet factors. This can make the information and facts easily digestible even though covering the vital functions and advantages of the item.

Now it is your flip to get started out

Amazon is the greatest on the web retailer, which signifies that there is plenty of item competitors. Glance at any group, and there are hundreds of solution listings for any customer to search by way of.

So even although Amazon proceeds to improve, it is possible for you to prosper as a seller on Amazon. The solution to achievements is receiving to the best of SERPs by working with Website positioning. Without the need of this, men and women won’t know your products exist, and your revenue will go through.

Additionally, an Website positioning method gives you an edge about the levels of competition since, try to remember, the much more gross sales you make in the shorter-expression — to turn out to be a best vendor — the additional very likely you are to stay on the front web site of Amazon SERPs.