Do you know how many extra sales can product descriptions bring you?
If you try to find the answer on Google, you won’t find a lot of them. That’s because product descriptions are seen as an inferior sales tool compared to, say, product images.
Some products do sell nicely with just photos and a bullet list of features. Does that mean that you shouldn’t bother with writing Amazon product descriptions?
Of course not.
Product descriptions are much more important for customers than you think. 82 percent of customers say reading them before making online purchases.
So, should I ask the same question again?
Obviously, Amazon product descriptions matter.
Let’s make sure that your product descriptions get you more sales, shall we? By the time you’re done reading, you’ll know how to write them.
1. Describe Why Your Product is Better (Implicitly)
Selling something that people use every day? Standing out from the crowd isn’t easy.
If you don’t show why your product is better than the competition, you risk becoming just another page that a customer browses for five seconds before leaving.
Let’s see an example of water bottles. If you search Amazon for “water bottle,” you get…
Drum roll, please…
That’s your competition. Sounds serious…
So, even if you sell something as simple as a water bottle, you need to make every description epic to increase your Amazon sales.
And we really mean it – epic.
One way to do it is to show how your product is better. How? With unique features and innovations.
This means not just listing the features of the product as benefits. It means making them sound unique, innovative, and super cool.
By doing so, you can demonstrate the superiority of your product without explicitly roasting your competitors (which is never a good idea).
Let’s see an example. This Takeya stainless steel water bottle’s description is amazing because it focuses on innovative solutions and their benefits. Take a look.
The whole description is like an introduction to the world of innovations in the water bottle business.
Here are the reasons to buy that are listed in this description:
- Innovative building materials – no flavor transfer, rust-resistant, and toxin-free
- Powder coating – more durable, better grip
- Double-wall vacuum – no condensation, hand protection from cold and hot temperatures
The writer is using a lot of words to make their point about the product being superior. If you go through the entire description, you’ll find words like:
- “Added durability”
- “Japanese design heritage.”
By showing the innovations and unique features, this seller lets the customers know that their product is better. With the fierce competition they face in their market niche, it’s a must for proper Amazon listing optimization.
So, try to approach your product description writing with this mindset, too. If you offer something unique or better than your competition, emphasize it.
2. Make the Description a Detail-Rich Story
Detailed stories are critically important for customers because they:
- Attract their attention
- Make them imagine using the product
- Improve clarity of the description
- Help to understand how they can benefit from the product
“A professional copywriter knows that a product description should create the experience of having the product,” says Joanna Olsen, a copywriter from BestWritingAdvisor. “It’s like painting a mental picture with words.”
Doing so without details is pretty much impossible.
To “paint the picture” and create that experience of owning and benefiting from a product, try describing a situation where using your product delights the customer. This technique works well for any product.
Take a look at this one, for example. Can you guess what it is?
Most people would call it “a mask,” Some might go for “the mother of all masks.”
The real name is – get ready – PD-100 Full-face organic vapor respirator & gas mask.
It’s hard to come up with descriptions for products like this, right? Well, writing something great is still totally doable. Remember: the trick is to describe specific benefits in specific situations with details.
See the description below:
The seller “paints” a great story with details.
If you buy this product:
- Your face will stay cool thanks to the air circulation technology
- No-fog features ensure good visibility
- You will be “ready to chat” thanks to a speaking diaphragm without the need to remove the mask
- You’ll be safe from strong odors, dangerous gases, chemical agents, industrial vapors, and flying debris due to impact-resistant material.
By including these details, you can help customers understand the product and its benefits. Even though they might have never touched – or used it – they will be able to imagine how the product might be useful to them (the images help with that, too).
All that, thanks to details!
Try to be as specific as possible when writing your descriptions.
Make the customer understand how the product helps to tackle a problem. Use the details to show the feelings and benefits they can experience if they buy the product.
3. Optimize the Description with Keywords
Extensive keyword research is necessary before you launch a product on Amazon. There’s just no way around it. With all that competition, it’s like competing in a smaller version of Google.
That’s why keyword research and product description optimization must be a part of your selling process.
There are two ways you can go about this (even if you’re a complete beginner): manual and with a tool.
The manual way is simple, but it takes a lot of time and effort. Besides, it offers just one keyword research feature to make killer headlines for product pages. So, for description, you’d have to use something else.
Anyway, if you’d like to practice keyword research, try typing the name of your product in Amazon search and see what comes up.
Here, we use “water bottle BPA.”
You can take keywords from the list to optimize your product title. Just use the ones that describe your product accurately.
Next, let’s do keyword research with a tool to optimize your descriptions.
It’s also very simple but offers more opportunities for optimization, therefore, higher ranking.
This time, though, we’re not going to use only “water bottle BPA” for our search. The tool allows multiple searches at the same time, so we’ll try different keyword combinations.
This will help us to do keyword research much faster + it’s perfect for those offering multiple product variations.
So, we’re looking for these:
- Water bottle BPA free
- Water bottle BPA free dishwasher safe
- Water bottle with a straw
Here’s how they look in the keyword bar in Helium 10.
After choosing the keywords from the drop-down menu (works similar to the keyword research on Amazon’s website), we can start the research.
For that, we’re clicking the Get Keywords button just below the keyword bar.
Wait for five seconds, and the tool generates an in-depth report with keyword ideas for you to use. All of them come with search volume and other data to help optimize the listing well.
Besides, Helium 10 reports also show:
- top products in the category. You can see their practices and use them to optimize your product descriptions
- word frequency. Gives you ideas on the best performing words to include
- keyword distribution. The stats for organic (unpaid), Amazon-recommended, long-tail versions, and total keywords. These help with assessing the competition and discovering what keywords Amazon recommends using.
Here’s the view of these sections in the generated report.
Just like that, you can find the keywords you need to write a description that attracts a lot of traffic from Amazon’s search engine. The best news that the whole process is really simple even for beginners (plus, you can sign up for Helium 10 for free).
Try playing with the keyword research to see what keywords describe your product better. Before you know it, you’ll be a skilled keyword researcher who creates super optimized product descriptions.
Over to You
Okay, I kept my promise because now, you have a much better idea of writing Amazon product descriptions that drive sales.
Follow these pro tips, and you’ll be able to make attention-grabbing, pleasant-to read stories-descriptions.
The lasting thing: never stop optimizing your product descriptions. Use the best Amazon seller tools to improve them regularly.
Customers’ preferences and needs change, so keep a close watch!