How to Sell More in Words on Amazon: Copywriting in E-commerce
A picture may speak a thousand words, but words still count in the world of E-commerce. Are you writing product listings in a way that appeals to your audience?
‘Copy’ or ‘copywriting’ is the umbrella term for all text you see on your listing, whether it’s the product description, image captions, HTML description, A+ content, even your responses to customer questions and reviews. Shoppers cast their eyes upon all of this and make quick decisions about whether they want to do business with your brand.
What Are You Selling on Your E-commerce Site?
Focus on selling the right thing at the right time. If you’re spending time and money selling your stock of woolly hats in the height of summer when you’ve got stock of sun hats available, are you using your energy and money properly?
What Makes Amazing Amazon Content?
Increase Revenue With A Detailed Amazon Product Name (Title):
A key part of your listing is the title. On Amazon, your title usually has a 200 character limit (this will depend on the product category you are in). Your competitors will max out this limit – they will use the space they have in the title to sell their product with relevant keywords. This not only appeals to customers but improves SEO – Amazon is a search engine, after all.
A strong Amazon product title comprises of:
- Brand name
- Name of the product
- Product benefits
- Special ingredients
- Technology keywords, make or model
- Relevant or key selling point
- Varying options such as colour or size
Put your keywords (brand name, benefits, what the product is) towards the beginning of the title so Amazon displays them first. This is especially important with the increase of users browsing on mobiles. For mobile, Amazon recommends a maximum length of 80 characters in the title. To optimise your title for mobile, you must put the most critical (and emotionally engaging) information at the beginning of the title.
Don’t rely on your hero image to convey the benefits of your product. Use every space available for images to display your product – usually seven, and often a video as well. If you only have one or two product images on white backgrounds – without lifestyle shots, branding, awards or logos – you are missing out on opportunities to inform and attract your potential customers.
Utilise All Of The Allotted Space With Interesting, Detailed Bullet Points:
Get shoppers to buy your product by triggering an emotional response. Rather than saying ‘this is a brilliant wash bin’, present how the product is a solution to their problem: ‘get ready for clear floors and no dirty washing odour!’
The bullet point section is a great place to describe the function and benefits of your product. Maximise the character limits for this section, as each bullet point can have up to 500 characters. Expand on the keywords in the title, explain why the USP is going to solve your customer’s problem. Where was the product made? i.e. a luxury watch brand established in London lends credibility and prestige. If it’s a food product, people want to know if it was manufactured in this country.
Start with key benefits or sellable aspects of the product. Grab people with something interesting about the brand story, or the origin of an ingredient.
Leave the less interesting, technical bullet points till last, unless it is a more technical listing such as a computer keyboard or similar electrical/technological product. Specifications are appealing when browsing products in this category.
HTML/ Product Description and A+ Content (for Brand Sellers only)
Save Technical Information and Measurements for the HTML/ Product Description Section:
Originally a section where booksellers would describe the back of the book, this section offers more space to add any other points about your listing. This section is especially good for extraneous detail that doesn’t have the grab as others such as warranty and dimensions. Save the interesting, persuasive features for your bullet points.
The HTML/ product description also allows you to use HTML to showcase your copy, so you can make words bold or underline titles, but be wary of the number of HTML tags you use, as this all adds to your 1800 character limit.
Wow Your Customers With Personalised Brand Copy and Imagery in the A+ Content Section:
The A+ section on an Amazon listing is a great way to use imagery, videos and supporting copy to showcase your product and sing about your brand. As this option is only available to brand registered sellers – the official brand that sells the product, the one which is trademark registered – the A+ content gives you a leg up on the competition.
Use imagery in the A+ content section to display other items in the range that would complement the product. Special ingredients (called ‘hero’ ingredients in skincare on Amazon) and the brand story. This, along with the bullet points, is a good section to create an emotional pull to the browsers into buying into your brand story and products.
Get People to Your Amazon Listing When Searching By Researching Your Keywords:
Amazon keywords are the words that your target audience will type when searching for your product.
A good way of getting into the mind of what people would search for, and thus finding your keywords would be to type your product name directly into Amazon’s search bar and observe what the autocomplete suggests. Let’s say you sell coffee beans. Right away Amazon will tell you words like ‘decaf’ and ‘strong’ will come up in searches with ‘coffee beans’.
Using relevant keywords in your title and listing also increases its chances of featuring on the search page with the ‘Amazon’s choice’ label, identifying your product as the best listing for the keyword that has been searched for by shoppers.
If you have existing listings, look at the reviews and questions that feature relevant keywords. You can use these in your backend keywords and in your listing. If you are new to Amazon, you can look at what your competitor’s reviews are saying to research your customer’s needs.
On each listing page above the Q+A section and the review section, there are word bubbles. These are clickable buttons of words that are used frequently in these two interactive sections. This will also include product issues you need to rectify or explain better in the descriptions.
Schedule Regular Amazon Maintenance to Update Your Listing and Keep It Current:
Regardless of whether you think you have a fantastic listing, Amazon features change, and you must look at your product listing every quarter to see if there are new elements (video, branding, founder story) which you can add to your existing product.
When browsing between competitor listings, shoppers will look at the copy and content written about the product by the seller, but will also consider the reviews left by previous purchasers of the product. They will also take note how these reviews have been responded to: have issues been resolved, do the sellers respond well to feedback etc?
The question and answers section of Amazon listings are massively overlooked by sellers when compared to reviews, partially as there is the option for shoppers to answer the questions posed by potential buyers. This takes away the brand voice on the listing but also can lead to misleading answers posed by consumers trying to advise.
Our Final Suggestions for Writing Your Amazon Listing?
- Ask Grandma: get someone outside of your company (not necessarily your Grandma!) that isn’t interested in your industry to take a look at your listing. Ask whether it makes sense, whether they’d be interested in the product by virtue of the copy. A second opinion works wonders.
- Look at your own product listings: what do you think works?
- Browse what your competitors are selling and how they are doing this: take notes, then take action!
- Check to see if you have answered all questions and dealt with bad reviews: at each turn, try to elevate your customer’s experience.
To view this webinar in full and learn the full extent of how to write for Amazon, you can watch our copywriting webinar on our YouTube channel, or if you’ve got a burning question, why not contact us on our website for some 1-2-1 advice?