Today we’ll pay attention to Amazon Titles and Descriptions.
There are 2 main principles you need to follow if you’d like to achieve maximum results.
Principle #1: Write long titles
Principle #2: Write whole paragraphs for each single feature
Now, let’s explain each of these principles with a bit more details and examples.
Writing Long Amazon Titles
When you use the maximum signs that Amazon provides for the title, you have more chances to catch various product search queries that potential customers are using while looking for the product they are searching for.
Let’s look at the following example:
and this is the title for the following product:
Obviously, the product is Organic African Black Soap, however the seller has also included keywords like Raw Organic and various applications of the soap like: Eczema, Dry Skin and Psoriasis.
The additional keywords used in this title improve the chances of sellers looking for exzema soap for example to find exactly the item displayed above.
At the end there are Cocoa, Shea Butter and Aloe – these are some of the ingredients used in the making of the soap. The goal here is to cover searches like:
- cocoa soap, cocoa organic soap etc.
- aloe soap
- shea butter soap, raw shea butter soap etc.
It’s a pretty straightforward process once you understand the main principle.
If you are still not confident just review titles from product listings that are best sellers. Most of them are built using the same title writing principle we’ve described above.
After the Amazon titles, let’s take a quick look on the Amazon’s product descriptions:
Write Whole Paragraphs for Each Feature
Amazon allows you writing bullet points for each product you are listing. Use the whole space and write compelling description for each line.
The best copywriters try to answer different questions that the potential customer might have. These are usually 6 questions: who, what, where, when, why and how.
Let’s take the same example with the soap:
In this case, the first paragraph sounds like a TV ad script which isn’t too bad.
The second paragraph answers the question What: what type of deceases it’s useful for.
The 3rd one gives the customer information on the ingredients.
The next paragraph explains who it is suitable for.
The last piece of text provide info on the guarantee. The aim here is to remind the customer that he’s protected with the 30-day Amazon money back guarantee – another good approach to convince the buyer on the fact that he has found a good deal.
Check other items with compelling descriptions and try to see the common principles yourself. Observe the relationship between the quality of the description and the number of positive reviews.
Items with compelling descriptions usually have decent titles as well.
And last, but not least, follow the Amazon rules!
Amazon has a list of forbidden words and it’s your responsibility to avoid using them when writing titles.
What’s included in the list is:
Availability, price, condition, alternative ordering information (such as links to other websites for placing orders), or alternative shipping offers (such as free shipping).
For the full list check the Amazon’s Product Detail Page Rules.