It goes without saying that sellers strive hard to do everything it takes to make their Amazon product listing a success. Be it the inclusion of high-resolution product images, raising the product quality, or providing unmatched customer service. Product descriptions, however, are often overlooked. Many product copies bear a lot of mistakes that do nothing but wreak havoc on its corresponding product listing, SEO-wise. This may be due to a rather superficial knowledge of Amazon copywriting. If you want your product listing to rank high in Amazon search results and build a good customer base, you’ve got to scrutinize your product copy well to avoid all kinds of errors.
Here are some of the common ones:
1. Ignoring the buyer persona
Most sellers fail to address their target audience and end up including a very basic copy. Descriptions that are targeted towards a specific audience work way better in driving sales as compared to the generic ones. Your product copy is supposed to persuade the customer to buy your product. When you write for a target audience, you should include things that they want to hear, convincing them to buy the product. In short, don’t let the buyer persona take a back seat while writing a product description for Amazon.
2. Going overboard with the word count
Sellers often tend to make their product descriptions too wordy. Lengthy blobs of text are a turn-off for the buyers, especially when they are not structured well. Your description must be easy to read and understand. This can be done by structuring your content well, preferably by using bullet points and attractive infographics/images. Try to convey your product information in a crisp yet impactful manner, instead of divulging unnecessary details.
3. Using meaningless adjectives
Describing your products with the help of run-of-the-mill adjectives has become so common that buyers have started ignoring them. Sellers, sometimes, make excessive use of adjectives like best, high quality, durable, etc. Amazon product description writing doesn’t work like that. Since most of the sellers are already including such words in their descriptions, you can make yours stand out by replacing them with genuine benefits and features of your product.
4. Focusing too much on the features
Many Amazon sellers believe that the description area is meant for including product features, which is true, no doubt, but only partially. Features aren’t that effective if their respective benefits are not explained. A customer needs to know the value that your product can add to their life. And the best way of doing that is clubbing your product features with the benefits. Since your product content needs to be compelling enough to reel in maximum customers, mentioning benefits will do the trick almost every time.
5. Not using relevant keywords
Your product listings won’t rank if your copy doesn’t contain the right keywords. Many sellers do not optimize their product descriptions properly, which results in lower rankings and hence, lower conversions. Conducting extensive keyword research and including them in your product listing is crucial and must be done without fail.
6. Uneven structuring of the product copy
Lengthy product descriptions are often poorly formatted, which makes it difficult for the customers to go through and understand. You might miss out on potential customers if your copy is hard to read. Proper formatting is necessary to ensure the readability of the content. For example, if your copy contains a lot of details, you can divide and structure them using bullet points.
Reviewing your Amazon content before publishing is as important as maintaining the quality of your products and customer service. You must always look out for the aforementioned mistakes to ensure a result-oriented product copy. Avoid grammatical mistakes and make your descriptions readable and well-structured.