Amazon Product Descriptions: Guidelines & Best Practices

by | Sep 19, 2023 | Amazon Product Description

Product descriptions play a vital role in e-commerce. For Amazon sellers specifically, well-crafted and optimized product descriptions can significantly influence customers’ purchase decisions and improve sales. However, writing effective descriptions that align with Amazon product description guidelines requires an understanding of key best practices. 

This article provides ecommerce brand owners with guidelines and tips for writing compelling Amazon product descriptions that drive conversions. We’ll cover everything from bullet pointing product details to optimizing for keywords. With the right approach, sellers can create descriptions that inform customers, address concerns, highlight value, and ultimately trigger sales.

Amazon Product Descriptions: Guidelines & Best Practices

The Basics of Amazon Product Descriptions

The foundation of great Amazon product descriptions lies in the basics. First, succinctly bullet point the key specifications, features, and other product details customers care about. Avoid long paragraphs and be as direct as possible.

Next, craft an impactful title containing main keywords. It will appear bold at the top so make it descriptive yet concise at under 200 characters. The title sets the tone for the entire description.

Then fill in the details with prose describing what the product is, its uses, and who it’s for. Focus on communicating primary benefits and differentiators.

Finally, incorporate high-quality product images to complement the text. Multiple angles showcase the product better than a single stock image. Infographics also visually demonstrate features and functions.

With these building blocks in place, sellers have a strong foundation for creating compelling product descriptions optimized for Amazon.

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Best Practices for Writing Amazon Product Descriptions

Best Practices for Writing Amazon Product Descriptions

Bullet-List the Specifics of the Product

Top sellers prioritize highlighting key product specifications right up front using bullet points. This approach allows customers to quickly scan and access vital information such as dimensions, materials, and critical features.

By presenting concise, scannable bullets starting with strong keywords and phrases, sellers can effectively communicate the most important details without unnecessary filler text. Including dimensions helps customers understand the size and measurements of the product while listing the materials used in its construction provides transparency and helps customers make informed decisions. Highlighting key features and functionalities ensures that customers are aware of the product’s capabilities. 

Additionally, specifying compatibility requirements or limitations helps customers determine if the product is suitable for their needs. Including information about the warranty duration and terms gives customers peace of mind. Safety certifications or features can be mentioned to assure customers of the product’s reliability.

Educate, Don’t Sell

When it comes to effectively selling a product, it is crucial to adopt an educational approach rather than a salesy tone. Instead of simply promoting the item, the focus should be on educating customers about how the product delivers value. This can be achieved by explaining the essential features and functionalities in simple terms that are easy for customers to understand. By highlighting the benefits that the product offers, sellers can effectively communicate how it can solve specific problems or meet specific needs.

By educating customers about the value of the product, sellers can build trust and credibility. When customers feel that they are being provided with valuable information rather than being pressured into making a purchase, they are more likely to develop a positive perception of the seller and the product. By teaching customers about the problems that the product can solve, sellers demonstrate their expertise and show that they genuinely care about helping customers find the right solution.

Amazon’s A+ Content Feature

Amazon’s A+ Content feature is a valuable tool provided to professional sellers in select categories. It offers an enhanced content solution that allows brands to showcase their products in a more visually appealing and informative manner. With A+ Content, sellers are given additional real estate to create compelling descriptions using a modular layout that incorporates videos, images, and text.

The modular layout of A+ Content provides sellers with the flexibility to present their products in a way that effectively communicates their unique features and benefits. By utilizing videos, sellers can demonstrate how the product works or showcase it in action, providing customers with a more immersive and engaging experience. 

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Enhancing Descriptions with Images

When it comes to enhancing product descriptions on Amazon, images play a crucial role. Including high-quality images from various angles not only provides customers with a better understanding of the product’s appearance but also helps them visualize its usage and scale. Infographics can be used to effectively communicate key features in a visually appealing manner. It is important to optimize image file sizes to ensure fast loading times, as this can significantly impact the user experience and ultimately influence purchasing decisions.

Keyword Research and SEO Strategies

Conduct thorough keyword research to identify high-traffic search terms and then incorporate these organically into descriptions. This improves visibility in Amazon’s internal search and enhances SEO. Focus on long-tail keywords with low competition. Avoid over-optimization as it will get listings suspended.

Keyword research is a crucial step in optimizing product descriptions on Amazon. By conducting thorough research, sellers can identify high-traffic search terms that are relevant to their products. These keywords should be incorporated organically into the descriptions to improve visibility in Amazon’s internal search and enhance overall SEO.

It is important to focus on long-tail keywords with low competition, as they can help target specific customer needs and preferences. However, it is crucial to avoid over-optimization, as this can lead to listings being suspended. Striking the right balance between keyword usage and natural language is key to maximizing visibility and sales on Amazon.

Clear Descriptions of Features and Benefits for your amazon product

Clear Descriptions of Features and Benefits

When creating product descriptions, it is essential to provide clear and concise information about the product, its features, and its benefits. A comprehensive yet succinct description helps potential customers understand what the product is and how it can meet their needs.

Using bullet points to highlight specifications can make it easier for customers to quickly scan and absorb important details. By focusing on how the product’s features translate into customer benefits, sellers can effectively communicate the value proposition to potential buyers. This approach helps customers understand how the product can solve their problems or enhance their lives.

Crafting messaging that speaks directly to the ideal buyer is crucial for connecting with the target audience. Understanding the buyer persona and their pain points allows sellers to tailor their descriptions to resonate with potential customers. By addressing their specific needs and desires, sellers can create a compelling narrative that encourages buyers to make a purchase.

Adhering to Amazon Guidelines

When selling products on Amazon, it is crucial to adhere to their guidelines and policies to ensure a smooth and compliant selling experience. Amazon has specific rules regarding the content that can be included in product descriptions.

It is important to note that Amazon prohibits the inclusion of certain content such as pricing information, competing brand names, external links, and testimonials. These restrictions are in place to maintain a level playing field for all sellers and to ensure that customers can make informed purchasing decisions based solely on the product itself.

Product descriptions should focus solely on providing accurate and relevant information about the product. This includes details about its features, specifications, and benefits. By avoiding any prohibited content and sticking to the product’s attributes, sellers can create descriptions that are compliant with Amazon’s guidelines.

Using Easy-to-Understand Language

When creating product descriptions, it is important to use easy-to-understand language that can be comprehended by a wide range of customers. This means avoiding the use of industry jargon and assuming no prior product knowledge on the part of the reader.

Even if certain features and specifications may seem obvious to someone familiar with the item or the industry, it is crucial to explain them in simple terms. By doing so, sellers can ensure that their descriptions are accessible and understandable to a mainstream audience.

Using clear, everyday language in product descriptions improves comprehension and eliminates any confusion that may arise from technical terms or complex explanations. By breaking down information into simple terms, sellers can effectively communicate the key features and benefits of their products to potential customers.

 Customer-Centric Descriptions for your amazon product

Customer-Centric Descriptions

When crafting product descriptions, it is crucial to adopt a customer-centric approach that directly addresses the questions, objections, and concerns that shoppers may have. To achieve this, it is important to thoroughly understand your target audience and what matters most to them.

By gaining insights into your customers’ needs, preferences, and pain points, you can tailor your messaging to focus on the specific benefits that are most desired by your target audience. Highlighting how the product enhances their lives and solves their problems will resonate more effectively with potential customers.

Repetition of keywords is acceptable and even encouraged if it directly addresses customer needs. By using relevant keywords throughout the description, you can reinforce the message and ensure that customers understand how the product meets their requirements.

Highlighting Product Benefits

When highlighting product benefits in your descriptions, it is important to go beyond simply listing the features of the product. While features describe what the product has, benefits explain what those features actually do for the customer.

Instead of just mentioning the materials used in the product, focus on how those materials contribute to a specific benefit. For instance, highlight how an innovative design provides enhanced comfort, making it more enjoyable for the customer to use.

In addition to comfort, consider discussing other benefits that your product offers. Time savings is a valuable benefit that many customers appreciate, so if your product can help save time in any way, be sure to highlight that. Ease of use is another benefit that can make a product more appealing to customers, as it simplifies their experience and reduces frustration.

Advanced Techniques for Standout Descriptions

Competitor Keyword Analysis

Competitor keyword analysis is a valuable strategy to uncover effective keywords for your own product listings. By researching your competitors and analyzing their product descriptions, you can identify common themes and high-ranking search terms that they target. Incorporating these keywords organically into your own descriptions can help improve your search engine rankings and attract more relevant traffic to your listings.

Here are some steps to conduct a competitor keyword analysis:

1. Identify your main competitors – Start by identifying the main competitors in your industry or niche. These are the businesses that offer similar products or target the same customer base as you.

2. Analyze their product listings – Visit the websites or online marketplaces where your competitors sell their products. Pay close attention to their product descriptions and look for keywords they use repeatedly or prominently.

3. Look for common themes – Identify common themes or topics that your competitors focus on in their descriptions. For example, if you sell skincare products and notice that many of your competitors mention “anti-aging” or “natural ingredients” frequently, these could be potential keywords to target.

4. Identify high-ranking search terms –  Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to identify high-ranking search terms that are relevant to your products. Look for keywords that have high search volume and low competition.

5. Incorporate keywords organically –  Once you have identified relevant keywords, incorporate them organically into your own product descriptions. Avoid simply copying your competitors’ verbatim text, as this can harm your search engine rankings and make your listings appear unoriginal. Instead, focus on creating unique and compelling descriptions that naturally include the identified keywords.

6. Discover untapped keywords – While analyzing your competitors’ listings, keep an eye out for any keywords they may have missed or overlooked. These untapped keywords can provide you with a competitive advantage by targeting niche or specific search terms that others may not be targeting.

Remember, the goal of competitor keyword analysis is not to copy your competitors’ content, but to gain insights into effective keywords and incorporate them into your own descriptions in a unique and relevant way. By doing so, you can improve your search engine visibility and attract more potential customers to your product listings.

Strategic Feature Placement for your product description

Strategic Feature Placement

List features strategically, highlighting advanced or innovative ones near the top. But save the absolute best, most compelling feature for closer to the middle after building interest. This grabs attention while providing key info upfront before delivering a knockout selling point later to seal the deal.

Crafting the Perfect Title

Amazon cuts off titles exceeding 200 characters so be concise. Include 2-3 strong keywords, with the most critical one first. Add branding at the end for name recognition. For example: “Stainless Steel Mixing Bowls Set – 5 Sizes with Lids – Nesting Lab-Tested Kitchen Mixer Bowls for Baking and Prepping – [Brand Name]”. Test different versions to see what generates more clicks.

Understanding Amazon’s Search Algorithm 

Amazon’s internal search algorithm is called A9. It factors in keywords, conversions, sales history, reviews, clicks, and more. Exact matches boost rankings but A9 also interprets search intent and matches similar listings. To optimize, research keywords thoroughly and ensure descriptions directly answer customer questions. Update underperforming content continuously to improve.


Well-crafted Amazon product descriptions have immense power to drive conversions and sales. By focusing on helping customers, highlighting benefits, and aligning with Amazon’s requirements, sellers can create compelling descriptions. Maintain relevancy above all else. Continue refining descriptions based on reviews, feedback, and metrics. The most effective copy evolves continually to incorporate new buyer insights. With these best practices, product descriptions become a strategic sales tool, not just a listing requirement. Treat them as living assets, not static text. For Amazon sellers, product description excellence separates the thriving from the mediocre.

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What Are Amazon Product Descriptions?

Amazon product descriptions provide detailed information about items listed for sale on Amazon. They include specifications, features, usage details, and benefits to inform customers and drive purchase decisions.

Why Are Amazon Product Descriptions Important?

Well-written descriptions influence sales by building trust, addressing concerns, highlighting value, and helping customers make informed buying choices. Optimized descriptions also improve rankings in Amazon’s internal search results.

How Do Keywords Impact Amazon Product Descriptions?

Including relevant keywords matched to search intent helps Amazon’s A9 algorithm understand the product so it ranks listings higher in searches. But keyword optimization should always remain natural.

What Should Be the Focus of an Amazon Product Description?

The focus should be on communicating key product benefits, features, and usage details through clear, succinct language. Descriptions should help customers envision using the product.

How Should Amazon Product Descriptions Be Formatted?

Using bullet points, white space, and headings improves scannability. Include images/videos to showcase the product visually. Maintain a balance between comprehensive details and length. Follow Amazon’s content guidelines.