Selling on Amazon has become a goldmine for all types of brands. Amazon is expected to bring in $355 Billion e-commerce revenue in 2021.
From huge brands like Adidas and Asus to niche brand owners bringing in less than $100k per year, the sales on Amazon are adding dollars to the brand’s bottom lines and not slowing down.
A big part of successful selling on Amazon is writing a good product listing page. Whether you’re freelance writing for a brand or are a brand owner, this article will teach you how to write product listings that can sell millions.
“Millions” is not a random number, over the past 5 years my agency has written more than 2000 Amazon listings for hundreds of 7, 8, and even a few 9 figure brands. This is what has worked for us over and over again.
Keywords for the Amazon Algorithm
Products that rank on the first page of Amazon search results for their keywords get 80% of all organic traffic, so keyword optimization is crucial.
When someone searches for a product to buy on Amazon, they usually type a 2-4 word phrase and Amazon’s algorithm needs to decide which 20 or so products to show the customer.
So if you sell dog leashes, you should put keywords like ‘leather dog leash’, ‘leash for dogs’, and ‘dog leash’. This will help you rank for all kinds of keywords and drive more traffic to your listings.
Put exact keywords like ‘dog leash’ in your title, bullets, and description for maximum relevancy.
Amazon’s algorithm is fairly smart these days, so you don’t need to put every possible phrase in your listing, as it can expand on variations as long as you do a good job of placing the most relevant keywords.
Amazon Product Titles that Get Clicks
When people are looking to buy a product on Amazon, they generally only look at the first 3-4 results.
So if your title isn’t one of those results, you’re losing out on a lot of potential traffic and sales.
Especially when shopping on the Amazon mobile app, the real-estate for shoppers’ eyeballs is very limited.
There are a few things that you can do to make sure your title is one of those that people see:
- Include your main keyword in your title (to have a high chance of exactly matching what the shopper just typed into the search bar)
- Make sure your title is clear and easy to understand (no keyword stuffing)
- Include “trigger words” that shoppers for your product will definitely be scanning for such as “gluten-free,” “compatible with iPhone,” or “BPA Free”
Example of Amazon titles that get clicks:
Dog Leash for Large Dogs – Retractable, 30ft, Yellow – Durable Material with Locking Button
The example above is concise, but still has important keywords and trigger words that shoppers of dog leashes will be looking for.
Amazon Bullet Points
Just like your titles, you want your bullets to be one of the first things people see when they’re looking at a product.
There are a few things that you can do to make sure your bullets stand out:
- Include your main keywords in your bullets for the Amazon algorithm
- Make sure your bullets are clear and easy to understand, even for below-average readers
- Ensure each bullet has only 1 key piece of info. Don’t cram too much info into 1 bullet point.
- Make sure each bullet is within the character limits for your product category (typically 100-250 chars)
The following are examples of Amazon bullets that get clicks:
- Durable Pink Leather: This dog leash is made of pink leather that’s built to last for years of daily use.
- Fits All Dogs, Guaranteed: This leash comes with a 100% fit guarantee and is perfect for any puppy or fully grown dog.
Amazon Product Description
The Amazon product description is the most important part of your listing after your title and bullets. This is where you can really sell your product by telling a story, highlighting benefits, and writing in a way that encourages people to buy.
Some things to keep in mind when writing your Amazon product description:
- Include your main keyword in your description. since you have more space here, you can load up on a few more keywords that didn’t make it into your title or bullet points
- Summarize the benefits of the product. Shoppers who are scrolling down to read reviews are hit with a powerful summary of the key product benefits.
- Don’t be afraid to tell a story (This is especially effective for lifestyle brands)
In general, you can be more creative in descriptions and can choose a writing format that you as the writer think best matches the style of the product.
Best Writing Style for Amazon
Since your space is limited on Amazon listings, a long-form copy is out of the question. The character limits vary by product category but can be as little as 80 characters in the title, and 100 character bullet points. Not much room!
The challenge for writers is to include all the most important information about that product, in a concise and compelling way, in as few words as possible… in a way just about anyone can easily understand. Easy, right?
Not so fast.
It’s taken us years of split testing to perfect our method for writing Amazon listings that sell like hotcakes. And it all comes down to the data-driven approach we take to copywriting, which is based on what works (and what doesn’t work) for the Amazon algorithm.
Here are some tips for writing styles that are popular with Amazon shoppers.
- Keep your writing easily scannable. Key product details should not be missing, and should all be easily found with a quick scan. Amazon shoppers can easily click on other products.
- Avoid clickbait. Your space for writing on Amazon is very limited, so avoid clickbaity writing in favor of factual/ keyword focused writing
- Benefit driven. Focus on the benefits that your product provides compared to competitors. But don’t forget to explain which features provide those benefits so it’s actually provable.
While copywriting for Amazon isn’t rocket science, it does require specific expertise in keyword optimization, category character limits, and strict regulations on what you can and cannot say without getting products suspended.
A good writer can pick it up with enough research about Amazon, but many brands will choose to hire an experienced specialist like Kenji ROI to write their Amazon listings.
They also have a good blog to learn about writing for Amazon products.
Danny Carlson is an Amazon E-com Expert specializing in PPC Management & Listing Optimization. He founded the Agency “Kenji ROI” in 2016 & has grown it to more than 15 team members.
Kenji ROI has served 721+ brands in all categories with product photography, video, copywriting, Amazon SEO, & Amazon PPC Management services, and has produced 1768+ Amazon product listings.
Danny is also host of the Actualize Freedom Podcast (Amazon FBA) & the Danny Carlson Podcast (building agencies, mindset, & lifestyle) completing more than 100 interviews with names like Mike Michalowicz, Daniel DiPiazza, Steve Sims, Manny Coats, & Kevin King.
Residing in Bali, his off time is spent riding sport motorcycles, motocross, & speaking at business events.