Whether to buy a product and which seller to choose, customers decide based on price, delivery time, reviews, and content. Content, in particular, is a decisive factor that Amazon sellers can adjust most easily. The content of Amazon listings is an effective and easily optimized way to increase sales, but why do so many sellers still view it with disdain?
The most important product features – the easy way
Earlier, we discussed the two main Amazon content elements – Amazon product listing images and title: https://digitalfrks.com/how-to-catch-a-buyers-attention-and-encourage-them-to-buy-your-product-on-amazon/, and in this post, we focus on the second most important elements – product description and bullet points.
Bullet points are at the top of the Amazon listing, right below the title, displaying a bulleted list of the most important product features. All sellers have the option to add 5 key features, while Amazon Vendor members can include up to 10 features, although it is recommended to stick with 5 bullet points because buyers are not inclined to read long descriptions: it’s better to present information as briefly and clearly as possible.
Buyers may not go through the product description or A+ content on Amazon, they may not look at all the product listing images, but they will definitely have time to glance at the bullet points. They might not read all of them, but they will catch a glimpse, so it’s highly recommended:
- In one bullet point, highlight only one product feature.
- Avoid elaborating; keep each feature description within 200-250 characters (including spaces). This is important because Amazon indexes, meaning it includes up to 1000 characters (across all 5 bullet points) in search results.
- Do not use various special characters, avoid excessive capitalization, and don’t make the text difficult to read in any other way.
- Capitalize the feature at the beginning of the bullet point and then develop it in a standard sentence style.
- Use Amazon keywords, but do not attempt to add too many to the text, so that the text does not become artificial and obviously geared towards Amazon SEO robots rather than buyers.
Read more about Amazon bullet points here: https://ojdigitalsolutions.com/amazon-bullet-points-guidelines/.
Even if it’s invisible – it’s still important
Product description – this is a text description of the product up to 2000 characters (including spaces). There is no possibility to insert images, change the font or its size, or color. The entire description is displayed in one block, in one font, so in order to at least minimally separate paragraphs, highlight certain parts of the text, or write text in a list, you need to use HTML tags.
The main requirement for a product description is specificity and clarity. It is necessary to write only about the product being sold, not to compare it with competitors, not to mention the price, delivery, or special offers, and also not to include reviews.
From experience, we can say that using HTML tags, those 2000 characters are quickly and easily used up. Therefore, it’s important to maintain clarity, present the product, and not try to appeal to the buyer’s emotions.
More about product description: https://ojdigitalsolutions.com/amazon-html-description/.
Important to know: if you have Brand Registry for Amazon and create A+ content for your product (we’ll talk about it in later posts), the basic text product description will not be displayed to buyers, but it won’t disappear anywhere, and its importance remains just as significant:
- The text product description will continue to be indexed by Amazon SEO.
- It will be displayed and automatically translated into other languages if the buyer changes their Amazon language. For example, if you are selling in the German market and have created a description and A+ content in German, but the buyer in the German market uses English, in that case, the buyer will not see the A+ content, and instead, they will see the plain text description, which Amazon will automatically translate into English.
The help of Artificial Intelligence
We live in an everyday life where it becomes difficult to avoid artificial intelligence. Avoiding it is not necessary because it is a great assistant in content creation and serves excellently in creating Amazon bullet points and product descriptions.
For example, we are using ChatGPT. Ask artificial intelligence to create the Amazon content you need, such as bullet points:
- Specify that you need 5 bullet points of 200 characters each.
- Specify the keywords you want ChatGPT to use in the text.
- Provide a brief description of the product; you can include a link to the product on your website.
- If you have a clear idea of which features you want to highlight, mention them, and let the artificial intelligence describe them informatively.
- If you want ChatGPT to come up with ideas on which features to highlight, do not specify any features.
- Enjoy high-quality Amazon content created effortlessly.
Given the capabilities of today, it’s quite strange that so many sellers still don’t have or don’t perfect Amazon content, especially textual content, which doesn’t require special professional skills like graphic design. We highly recommend not being a part of such sellers, but we understand that sometimes businesses simply lack time. That’s why we, DIGITAL FREAKS, are always ready to help you create high-quality and compliant content.