Copywriting for Amazon Listing Optimization
Copywriting for Amazon is becoming more important by the day. 61% of consumers use Amazon’s search engine over the competition – even above Walmart, Facebook and YouTube.
That’s why investing in an organic Amazon marketing strategy is a smart move for sellers, and creating a copywriting strategy is the first step to do so. Here’s your copywriting for Amazon guide, why it’s important, and how to do copywriting for Amazon.
What is Copywriting?
About 69% of marketers invest in SEO marketing services, according to Hubspot. This speaks volumes about the necessity of great copywriting and keyword research for eCommerce sales
Excellent copywriting is what separates product listings that drive conversions and ones that don’t.
Copywriting is a form of writing specifically used in promotional and marketing material. Most copywriting professionals write content for web pages and product listings.
This differs from content writing. Though both strategies are similar, content writers focus on educational content, such as blogs and video scripts, rather than content that advertises products or services.
Copywriting for Amazon Listings
Copywriting on Amazon is about using classic copywriting techniques to optimize Amazon product listings.
Skilled Amazon copywriters can apply enticing language to a product’s title and description. They can also structure the listing so that it’s easy to read, using short paragraphs and bulleted lists.
But copywriting goes beyond high-quality descriptions. Adding alt tags to your images will also help increase your search rank on Amazon. This can help consumers to search and find your products in different ways.
While many businesses choose to outsource copywriting for Amazon, there are some reasons why you may choose to handle it personally. After all, you know your branding and target audience better than anyone else.
Benefits of Copywriting for Amazon
There’s a reason why 55% of marketers say that content makes their brand successful. So, why should copywriting for Amazon rank among the top tactics in your listing management strategy?
Compelling product descriptions increase SEO rankings and organic traffic to your listings. And since 46% of copywriters include SEO in their strategy, your store gets a win-win:
When your organic traffic increases, consumers become leads.
When your Amazon listings are well written, you can turn leads into conversions.
A great copywriter will also know how consumers shop. For example, 8 out of 10 consumers only read headlines. So, they can craft a description to include the most beneficial product details in the title and headers.
Related content: Using ChatGPT to Drive Sales on Amazon
How to Start Copywriting for Amazon
While SEO copywriting for Amazon can increase sales, sellers must have the right strategy to convert leads. How do we do that? First off, it’s crucial to know the structure of an Amazon listing, and how that results in better writing.
This way, you’ll know some key Amazon copywriting tips, such as how to place keywords and structure them into different forms of content.
Product Title
This is one of the most important parts of copywriting on Amazon. The goal of the title is to introduce your offer and to state how it stands out from competitors.
You’ll want to use the most relevant keywords to rank higher on Amazon and to match the user search intent.
There are best practices to consider when writing product titles. While it can be tempting to stuff it with keywords, Amazon will penalize your listing if you use too many search terms.
It’s better to write a natural-sounding product title and use the best-ranking keywords. That said, don’t stress about this rule if it doesn’t sound natural.
Here are other best practices when writing Amazon product titles:
Use 200 characters at the maximum
Capitalize all words except for prepositions and articles
Mention important product features (brand, model, color, etc.)
Avoid gimmicky promotional messages (such as “The Best Activewear Brand”)
Never use exclamation points or other symbols (such as dollar signs)
Use numbers instead of spelling them out (use the number “2” instead of “two”)
Key Features
All Amazon product listings have a key features section. This is a bulleted list that appears on the right-hand side of the page before you get to the description. It’s intended for users to skim over the product’s best features to determine if the offer fits their needs.
There are many ways to increase conversions with this section. First, take out the key factors of a product and list them with a brief explanation. Some factors users will note include where the product was made, material, age or size appropriateness, dimensions, and product purpose.
Source: CRZ Yoga
The key features section is also a great way to include your keywords. For example, let’s say you’re selling biker shorts. If “biker shorts” is the keyword, use other searchable terms as each of the bullet points.
Keyword examples can include “sweat-wicking fabric,” “designed for fitness,” “squat-proof,” “high-waisted,” and “10-inch shorts.”
Some other best practices when writing key features include:
Writing short sentences
Highlighting at least five features
Using numerics, don’t write out numbers
Keeping this section below 1,000 characters
Product Description
Your product description offers a more detailed look at your offer. While the key features should include the most important points, your customers will review the description if they need more information.
Product description should be around 2,000 characters, discussing each product attribute. You can either expand on the key features or write unique descriptions.
This is also the place to discuss fine print details, such as care instructions and usage restrictions.
And don’t neglect your SEO. Descriptions should still be keyword-rich, but without over-stuffing. Make your product descriptions natural and helpful to consumers. Avoid promotional or gimmicky language, such as “Our sports bras are the highest rated on Amazon.”
Image source: The Gym People
This is also the section where brands may share high-quality product images, such as close-ups, instructions, graphs, and charts.
Lastly, your description should always end with a call-to-action (CTA). Unique CTAs result in the highest conversions, such as “Treat yourself to a new sports bra and get those gym gains!”
Do You Need Copywriting to Sell on Amazon?
While you’ll get the best results when you hire a professional, you can start by writing your own listings. Here are the best practices for Amazon product copywriting:
Know your audience. Consider the people most likely to buy your products and their wants, needs, and problems.
Keyword research. Find high-ranking keywords using free and paid tools, search query suggestions, and the People Also Ask section on Google.
Know your copywriting techniques. Some of the most effective ones include benefits, solving a problem, and capitalizing on the fear of missing out (FOMO).
Test your content. Adjust the title, key features, and keywords to see if any changes result in more sales.
Effective copywriting for Amazon is essential to convert leads to customers. While many sellers may use these copywriting tips for Amazon to write their own descriptions, you’ll achieve the most success when taking on a professional copywriter.
There are many Amazon copywriting services available. These professionals know how the A9 algorithm works and they can rank you against the competition.
Our e-commerce content services include written copy, gallery images, and any other content you need for your listings and storefront. Learn more about our e-commerce content services today.
Author
Stephanie Jensen has been writing e-commerce content for seven years, and her copy has helped numerous stores rank on Amazon. Follow her on LinkedIn for more insight into freelance writing and creating high-quality content.
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