- What is the Amazon product description?
- What should be included in the Amazon product description?
- What Amazon product description guidelines should you follow?
- Amazon product description HTML: Expert tips for formatting
- How to optimize your Amazon product description with AI
- Conclusion
- FAQ
What is the Amazon product description?
The Amazon product description is an important part of any Amazon listing. It allows a detailed description of the offered product as free-flowing text and is a substitute for the in-store sales pitch. Use the product description to highlight product details that are less relevant than they need to be mentioned in the bullet points. Although not all customers read through the product description, those who do have a strong interest in purchasing. Therefore, the product description provides the final opportunity to convince wavering prospects to buy the product.
On desktop, a customer has to scroll a lot to get to the description because it is placed outside the visible area - below the images, bullet points (see Figure 3) and hazard pictograms. On mobile devices, on the other hand, the Amazon product descriptions are placed very prominently directly after the product images.
Note
The product description is hidden for sellers when A+ content is available. Nevertheless, it is indexed by Amazon. A hidden product description is displayed again when the variant is changed. It is therefore not suitable for keyword stuffing. For vendors, both the product description and the A+ content are visible.
For the Amazon ranking, the product description plays a subordinate role. There is no reliance on keywords from the text being indexed. Google, on the other hand, indexes the descriptions, but the text should be unique to make it into the Google search results.
What should be included in the Amazon product description?
A good product description (see Figure 1) consists of problems and solutions through your product, rather than a simple string of features. The product description is your opportunity to build trust with potential customers. Use the free space also to store general information about you as a manufacturer or brand. Use vivid, descriptive language to present a compelling product description Amazon shoppers will enjoy and that encourages them to make a purchase.
What Amazon product description guidelines should you follow?
You have a total of 2,000 characters for the product description.
Amazon also clearly states which content is not permitted in the product description:
- Information on awards or warranties
- Promotions (e.g. special offers)
- Contact information or external links
- Merchant-specific or offer-specific details (e.g. prices or shipping)
- References to customer reviews or testimonials
- Special HTML formatting
Amazon product description HTML: Expert tips for formatting
Amazon requires plain body text in the product description, as explained earlier. Formatting is not desired. Sellers nevertheless have the option to format individual elements of the Amazon description using selected HTML commands. These tools can help you effectively format Amazon product description text, such as marking individual words in bold, enabling bulleted lists, or inserting paragraphs.
Note, however, that HTML elements are included in the 2,000-character limit. So if you write e.g. <strong> Hello </strong> in your Amazon HTML description, this is already 22 characters and not just five.
A short example of HTML text:
<p>This is a <strong>test</strong>.</p>
<p>This is a new <em>paragraph</em>.</p>
Then, what it looks like in the browser:
This is a test.
This is a new paragraph.
Here is a brief explanation of different HTML commands:
<p>: Defines a paragraph
<strong>: Highlighting text (bold)
<em>: Italics
How to optimize your Amazon product description with AI
Optimizing Amazon product descriptions is crucial to improving the visibility and conversion rate of your listings. With tools like ChatGPT and the right prompt, you can quickly create high-quality descriptions.
ChatGPT Amazon Listing Prompt: Product Description
Create an Amazon product description for [product name, e.g., wireless headphones].
Guidelines for Creation:
1. Structure of the Description:
- Clearly describe the benefits and problems the product solves.
- Create a vivid, detailed representation of the product that captures the interest of potential customers.
- Formulate the text in a professional, persuasive, and easy-to-read manner.
2. Length and Details:
- The description should not exceed 2000 characters.
- Exclusions: Do not include information about awards, warranties, promotions, contact details, prices, shipping details, external links, or references to customer reviews.
3. HTML Elements:
Use HTML sparingly to structure and visually enhance the description (note: these HTML tags are included in the character limit!):
<p> for paragraphs
<strong> for bold text
<em> for italicized text
(Optional: further limit HTML usage)
4. Context:
The goal is to provide Amazon customers with a clear and compelling overview of the product that motivates them to purchase.
The target audience should be described as specifically as possible, for example, "tech enthusiasts looking for high-quality wireless headphones with noise cancellation and long battery life."
5. Information About the Product:
[Add all available product information here:]
- Key features and specifications (e.g., noise cancellation, runtime for wireless headphones)
- Product benefits (e.g., improved sound quality, comfort for long usage)
- Specific customer needs being addressed (e.g., ideal for frequent travelers, music enthusiasts)
(Optional: Include example descriptions that describe similar products or demonstrate the desired style.)
A prompt is perfect for creating individual product descriptions, but larger projects demand a smarter solution. The AI-powered feature in AMALYTIX enables you to optimize Amazon listings with just one click – quick and effective.
If you want to learn more about this feature, watch our video below:
Conclusion
In summary, the product description plays a crucial role in influencing customers' purchase decisions that should not be underestimated. This is especially true for products that require explanation. When writing the text, make sure you strike the right balance between being customer-centric and solution-oriented. In addition, the description offers another opportunity to be indexed by Google and thus gain higher visibility.
If you'd like to learn more about the SEO optimization of your listing, take a look at our series on Amazon Listing Optimization, where we cover all key elements in detail:
A great product description is important, but what about the rest of your listing's content? Watch our video below to learn how you can monitor, optimize, and upload your content directly to Amazon using AMALYTIX.
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FAQ
What is Amazon's recommendation for a detailed description?
A well-written product description highlights the key features and benefits of your product, guiding customers towards making an informed purchase decision. Using a simple Amazon product description HTML structure can help readability as well.
Can “About This Item” be part of a product description?
Yes, you can include an “About This Item” section as part of your product description. This section often works well for a quick, structured overview of benefits and features.
What is the Amazon product description character limit?
The Amazon descriptions character limit is set at 2,000 characters, including any utilized HTML tags.
How does Amazon product description formatting work with HTML?
An HTML Amazon product description can contain basic tags like <strong> for bold text and <p> for paragraphs. But keep in mind, each HTML tag contributes to the 2,000-character limit.
Is there a template for product descriptions on Amazon?
No, there is no set product description template for Amazon, as the optimal description depends heavily on the product in question. However, there are basic elements such as highlighting benefits, features and problem solutions that every description should contain. Alternatively, you can use a prompt to simplify the process with AI.
