Anatomy of an Amazon Listing

You’ve toiled day and night building your business. From choosing a catchy brand name to refining your product’s features, you’ve spent countless hours conceptualizing, creating, and championing your product. Now you’re here, staring at the behemoth that is Amazon, wondering how the heck you’re going to make your product shine from pages upon pages of products.

From balancing vital keywords to constructing captivating captions, there’s a ton that goes into forming an impactful Amazon listing. But when done right, enhancing your product pages can:

  • Boost rankings
  • Increase product page visits
  • Improve conversion rates
  • Grow your profits

That’s where compelling copywriting comes in to play. I’m going to walk you through our process, from forming the title to finishing up with a call-to-action.

 Step 1: Dig Deep

Understanding your merchandise, rival brands, and dream clients is crucial to creating a convincing listing.

  1. Your Product

Effectively selling a product, whether through an Amazon page or face-to-face, requires a deep understanding of its ins and outs. Note your product’s features, the problems it solves, purpose(s), dimensions, key components, colors, variations, and any unique qualities. 

  1. Your Competitors

Survey the battlefield. Figure out your competitive edge by identifying how to set yourself apart from the competition. Is your product nearly identical to the top players? That's no excuse to settle for the same! Identify a new use, an under-represented client base, or influential details that other brands make an afterthought.

  1. Your Customers

Get to know your customers. Identify what people who purchase products like yours care about. Feeling stumped? Check out competitor reviews for great insight into how humans use these products and what they really care about. 

Step 2: Tips for an Enticing Title

Creating your title is more than just plugging in a chaotic string of keywords. Yes, the title’s keywords are an integral part of boosting your ranking, but it’s also an opportunity to show off your product’s features. That information, along with good ratings and a solid key image, is what gets browsers to click.

 

What to Include:

  • Product Name
  • Keywords
  • Key Benefits
  • Color, Quality, and Size
  • Brand Name

Most categories have a title character limit of 200 (this will vary, so make sure to check the guidelines for your product's selling category), but the first 80 are the most important. That's the mobile cut-off point, so make sure to communicate the key details to attract potential customers, no matter their device.

Step 3: Boost Your Feature Bullets


Once a customer clicks through to your product page, it's time to show them what you've got. On desktop, your bullets are the place to start communicating why your product is the obvious choice. On mobile, Amazon turns the tables and puts the description first. The takeaway: every part of your listing must be optimized to convert.

Like the title, character limits may vary from category to category, anywhere from 100-500 per bullet. But just because Amazon allows some of you to squeeze in a whole lotta text doesn't mean you should. You'll scare away even the most avid readers with huge blocks of 500 character bullets.

As write your bullets, make sure to thoughtfully weave in keywords, inform customers about important details, set up realistic expectations, and build excitement by:

  1. Focus

Thoughtfully organize the most important details into skimmable takeaways. The more the merrier does not apply here. Each bullet should have a concise focus with a clear message. Help your customers easily get the information they want. If the have to work with it, they'll lose interest. And if they lose interest, your chances of selling plummet.

  1. "Features Tell, Benefits Sell"*

When you love something you love even the tiniest details, which can lead you into very dangerous territory when you're writing about your products. Make people care by explaining how these little details can have a big impact - for THEM. People start to care about something when they understand how it will affect them.

  1. Connect with Your Customers

Speak directly to your customers in a way that will resonate with them. Depending on what you’re selling and who you’re marketing to, the language, tone, and voice you use will differ.

  1. Creative Writing with a Dash of Keywords

    Don’t overload your bullets with so many keywords that it starts to sound like a computer wrote them! Weave keywords into  concise, clear writing, while always keeping your focus on the human behind the screen, not the algorithm.

    1. Build Trust

    Reassure people that if they have a problem, they're in good hands. People like to know that their purchases are protected. Even if you don’t offer an extended warranty or guarantee, Amazon protects every item with a 30-day warranty, so play it up!

    Step 4: A Dynamite Description

    1. Product Description

      Don't get fooled into thinking the description doesn't matter. While getting there on a desktop takes some scrolling, it appears front and center on mobile. For this reason, it's important to include crucial, decision-making information in the bullets AND the description.

      But unlike other parts of your Amazon listings, this section is far less rigid. Amazon gives you up to 2000 characters to use as you fancy. Set the scene, make bulleted lists, and more as you present your product and brand in its very best light.

      Does your description look like a big blob? Use basic HTLM tags to transform your description into a customer-friendly format.

      1. Enhanced Brand Content (EBC) and A+ Content

      Registered brands get extra benefits. Your status as a third-party (EBC) or first-party (A+) seller will determine the special description privileges you'll receive. But either way, these descriptions are like a mini-website where you can really strut your product's stuff. EBC and A+ descriptions are eye-catching and informative, and could be the deciding factor that makes customers choose you.

      Step 5: Push Your Photos Further

       

      Take advantage of prime real estate! Your photos can make the difference between looking and buying. Quality pictures plus captivating text inform your customers and motivative them to press that precious “Add to Cart” button.

      In addition to standard images that show your product from different angles, you should also upload at least several professional-images that include:

      1. Environmental scenes that show product in action. These help people imagine your product in their lives.
      2. Photos of people interacting with your product. Studies show that people pay more attention to photos with other people in them!
      3. Carefully-crafted text that communicates key benefits. Don't leave your photos interpretation up to the customer. Help them visually understand why your product is the obvious choice.

      Step 6: Put Your Listing to Work


      A well-crafted Amazon listing is your 24/7 salesman (or woman!). Grammar, an understanding of Amazon, psychology, and strong writing skills are just some of the things you'll need to make sure your sales team is trained and ready to convert. Whether you're feeling overwhelmed by your workload or prefer to leave the words to someone else, we know what it takes to get customers clicking "Add to Cart".

      Learn more about how our Emmazon team can help you achieve success on Amazon! Or if you're ready to get started, contact us today! 

       

       

      *Quote by Chet Holmes







       


      Emma Schermer Tamir

      Emma started weaving stories as soon as she could write. As co-owner and chief creative of Marketing by Emma, an international e-commerce copywriting firm founded in 2016, she’s helped more than 600 brands grow their businesses online. And when she’s not working, you can probably find her nose in a book with Pickle, her puppy, curled up next to her.

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