Unlock the Full Potential of Your Amazon Product Description

Once you receive your Amazon brand registry, it can be all too tempting to ignore your product description. After all, how could a lump of text compete with that shiny new A+ Content proudly displayed on your Amazon listing? 

If you're already eagerly awaiting your brand registry, what's the point of fiddling with all of those HTML tags that come with a product description on Amazon?

And if you've decided that the A+/EBC Amazon advantage isn't for you, then why would you possibly consider investing anything in Amazon conversion rate optimization?

I wish I could say all of this "rationale" was exaggeration. But these are all conversations I regularly have with Amazon sellers. And while that may be unfortunate news for the people that think this way, it creates a remarkable opportunity for people like you.

The value of optimizing your product description SEO and Amazon listings in general compounds over time, influencing everything from the obvious increase in sales, to less considered aspects like your account health, PPC costs, and brand loyalty. In this video, I break down the unexpected benefits within your Amazon Product Description—the section that's picked last for kickball, the ugly duckling of your Amazon listing optimization efforts.

Top 2 Benefits of a Product Description (Even with A+ Content)

1. Indexing, Indexing, Indexing!

image showing how product descriptions boost amazon indexing and amazon ranking

Once you’ve got yourself a killer A+ Content spread for your product, it’s tempting to just erase your product description permanently. Greener pastures, am I right? But not so fast! 

Most experts say that A+ Content doesn't index on Amazon, and that it only indexes on external search engines such as Google. Most of the star power for the A+ Content comes down to content and design—in other words, if it’s well-made and informative for your target audience, it’s an amazing asset. However, the product description does index regardless of whether there is A+ Content! By cutting out your old faithful product description, you may be tossing away prime opportunities for additional SEO and indexing within Amazon’s algorithm.

The product description shouldn’t be visible while your A+ Content is present. This means it’ll toil away in the background, boosting your index internally while your A+ Content wows the crowd. If you make sure it’s well optimized with good keywords, it’ll only improve your performance in the tricky labyrinth of Amazon!

2. A+ Content Failing? Never Fear!

glitch image representing what can happen when A+ Content fails without a product description

Extra indexing is a great reason alone to take advantage of your product description field, but that’s not all. Though your product description shouldn’t be visible if your A+ Content is, sometimes glitches happen. Your A+ Content may fail, not load properly, or not load at all. 

Of course, once you notice such an issue, reach out to Amazon straight away. But we’re all human—it’d be nice to check all your listings multiple times a day to make sure everything is running smoothly, but that’s just not possible. 

If your A+ Content is glitching or has been removed for a flagging issue, your product description will show up in its place! While your customers may not get the visual excitement of an A+ Content section, they’ll still have access to all the information they may need. 

And separately, having the product description ready and waiting when you need it means you can spend more time troubleshooting how to get your A+ Content back online. If it’s a more long-term challenge, such as a flagging issue, there’ll be a lot less pressure on your end to get it updated. 

For these reasons, we highly recommend several things: 

  • Ensure your product description includes all the important information from your A+ Content section. Think of it as a backup that can do all the heavy lifting while your A+ Content is out sick. If vital information is missing, this will defeat the point of having it as a safety net.
  • Always write your product description as though it’s visible, even if it’s not at the time. This means no keyword stuffing, which is a surefire way to turn people away from your product. Be sure to use proper grammar and formatting as well. 

What’s Next?

We hope these quick and fast tips will cause you to reconsider any product description bias! Taking the time to optimize and utilize this underrated chunk of your listing will pull you ahead of the competition, and your customers will benefit, too! 

If you need a second pair of eyes, we’d love to offer you a free listing analysis! And for any of your Amazon listing needs, don’t worry—all of your A+ Content packages automatically come with product descriptions.

Emma Schermer Tamir

Emma started weaving stories as soon as she could write. As co-founder of Marketing by Emma, an international e-commerce copywriting firm founded in 2016, she’s helped more than 700 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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