Even the best products in the world won’t sell unless you know how to present them.
Here are three simple steps to help you create an Amazon product page that gets attention, convinces readers, and closes the sale.
Forget everything you know about writing headlines
Well, almost everything.
You might have mastered the art of writing headlines for your own emails and blogs – and those skills will be useful – but writing a headline for an Amazon product page is a very different beast.
Your headline needs to be:
- More detailed than usual. People browsing through Amazon sort through dozens of similar products to find the feature, size, or colour that they need – so you need to make it easy for them to instantly see that your product is a match.
- Optimised for search engines, but still pleasant to read. SEO is important (and especially so in the headline), but your buyer will always be a human.
- Visible and compelling on multiple devices. Amazon loves cutting off headlines depending on where the listing is displayed, so it needs to make sense on desktops, phones, and tablets.
- Different, eye-catching, and lively – but never desperate or cheesy.
So how do we bring all this together?
1. Front-load your headline
This means putting your most important benefits, features or keywords as close to the start of the headline as possible, and pushing the less important ones towards the end.
When customers view your listing on a smaller device (like a smartphone) they won’t see the full 250 characters. And if the critical information isn’t near the start, that means they won’t see it at all.
2. Focus on a small number of keywords and benefits
If you try to cram in as many keywords, features and benefits as possible, you’ll end up with an ugly, illegible mess.
Today’s buyers can smell a keyword-stuffed title a mile off. And on top of being hard to read, it just comes across as desperate – so don’t do it.
3. Make it eye-catching and unusual
The best way to do this is with your choice of words. Use the second-person perspective (‘You’ and ‘Your’), choose lively verbs (‘Create’, ‘Share’, ‘Capture’) and emotive descriptions (‘Adorable’, ‘Cosy’, ‘Inspiring’).
And if you really need to highlight certain benefits, you can use a few formatting tricks – but use them sparingly.
You won’t find any options for bold or italic on an Amazon headline. But you can use things like brackets, title case (capitalising the first letter of words), numerals and speech marks.
Here’s an example of an awful Amazon product headline that’s ignored all of the advice above:
New summer product from CaseCo™ silicone rubber gel case cover smartphone case – protects phones and it’s waterproof
And here’s why it’s so awful:
- The first few words are wasted on useless information.
- It’s packed with a string of keyword-nonsense in the middle.
- The important benefits are pushed right to the end.
- Every word is generic.
Here’s an example of a solid Amazon headline that’s been built with care:
Beach-friendly, “Unbreakable” Silicone iPhone Case | Protects Your Phone Against Everyday Drops and Fumbles | Water-resistant up to 10m | Shockproof Smartphone Cover in 3 Different Colours (Blue, Red, Pink)
And here’s why it’s much better than the first one:
- It uses unexpected phrasing that catches the eye – ‘Beach-friendly’, ‘Unbreakable’, and ‘Fumbles’.
- The first few words are devoted to benefits and a keyword.
- It’s more pleasant to read. It’s divided into bite-sized sections, and every keyword phrase (‘Water-resistant’, ‘Shockproof Smartphone Cover’) feels natural and smooth.
- It gives you useful, specific features – like the water depth and the colours it comes in.
Plan the bullet-point list around skim-readers
After your headline, the bullet-point list is the first thing your readers will see on your page.
It’s also the critical time at which they’ll decide whether they’ve clicked on the right thing or not – so you need to capture all of the most impressive benefits and features of your product in just a few short lines.
1. Start each bullet with a benefit, not a feature
In as few words as possible, describe how the feature will improve your customer’s life.
This is the benefit. You can then unpack the benefit into the technical specifications or more boring details afterwards.
- Swim and Surf Completely Carefree. Our silicone smartphone cover is 100% waterproof to a depth of 10 metres – and survives any drop from a height of 2 metres.
2. Keep the most important benefits at the top of the list
The most impressive aspects of your product (or the ones your competitors don’t have) should be made the most prominent.
You can leave the common features that are shared with your rivals near the bottom of the list – things like money-back guarantees or free delivery.
3. Include as much ‘need-to-know’ information as you can
Things like product dimensions and materials, the uses and situations it’s designed for, and what other things it’s compatible with.
Don’t make your readers scroll down to a wordy product description to find the essential information they need. If you don’t give them what they want immediately, they’ll click back to their search results and look for something else.
4. Use dynamic words and unexpected phrasing
Just like your headline, your bullet-point list needs a little decoration to help it stand out.
Use personal verbs (‘Get’, ‘Start’, ‘Relax’) and unique descriptions (‘Splash-free’, ‘Ocean-immune’, ‘Depth-protected’).
And wherever you can, try to write in the language of your target audience. If you’re selling baby products to parents, use phrases like ‘Adorable’, ‘Important memories’, or ‘Getting up to no good’.
If you’re selling weightlifting and training equipment to bodybuilders, include words like ‘Boost’, ‘Gain’, and ‘Limits’.
Treat the product description as a sales pitch
You’ve got a bit more wiggle-room in your product description. But it still needs to be concise – usually no more than 300 words or so.
It’s the perfect place to include any secondary keywords you couldn’t reasonably fit it into your bullet-point list. And it’s also the perfect place to start charming the socks off your readers.
Here’s how to do it:
1. Start with something simple
It could be a general statement or a question. What’s important is that you empathise with your reader and get straight into the problem that your product solves:
- Keeping your phone safe and dry at the beach isn’t easy.
- Are you sick of phone cases that don’t stop your screen from cracking?
- Do you want to take crystal-clear photos while completely underwater?
With a universal truth (or a question that highlights a pain-point) you can draw in as many readers as possible – and your opening line should lead naturally into an explanation of how your product is the answer.
2. Be specific in everything you write
The main meat of your product description should be centred around showing how the different features and benefits of your product solve the customer’s problem.
But you need to dig into the particulars if you want it be convincing.
Almost everything you say in the product description should be focused on at least one of the following:
- Who it’s perfect for
- What they can use it for
- How it helps them
- Why it’s different from or better than the alternatives (or the competition).
3. Address any potential objections
If you can put yourself in your reader’s shoes, you can start to imagine the doubts and concerns they might have about your product (or about making a commitment to buy it).
And once you’ve got an idea of these concerns and questions, you can deal with them directly in your product description in a positive and reassuring way. Think about potential questions like these:
- Is it safe (especially for kids)?
- Will it work with the other things I own?
- What happens if it breaks or I can’t get it working?
4. Add in a call to action
Just like any other bit of writing that’s trying to make a sale, you need to be explicit about what your reader should do next.
On Amazon, the flashy buttons and links are taken care of. But it still helps to make it sound easy and simple to buy your product.
Try ending your product description with an upbeat, encouraging suggestion – ideally tied to a reminder of the prime benefit of your product:
- So choose your colour, add it to your basket, and start planning your next worry-free swim!
- Ordering is easy – just click on the colour you want, choose free delivery on us, and we’ll get your “unbreakable” new waterproof case out to you in 3 days or less.
There’s a lot that goes into crafting the perfect Amazon product page. But with a little time and effort now, you can get a listing that keeps making sales for months or years to come.