How To Write An Amazon Product Description That Sells (Template)

Writing an Amazon product description that converts is both easy and hard. It’s easy because writing promotional words is not that difficult and writing copy specifically for physical products is pretty basic. However, just because you can write, it doesn’t mean you can sell.

This is why people hire professional copywriters to write their Amazon product description.

You need to understand people and what makes them “tick”.

You also need to understand how to write an Amazon product description that actually works with Amazon’s UX/UI, which makes a pretty significant difference in the layout of your copy and how you take someone from stranger to buyer.

That’s why in this guide we’re going to cover the critical areas of product description copywriting, including layout, formatting, and even things like bullet points to increase you sales on Amazon, especially if Amazon PPC is going to be one of your main traffic sources.

So with all of that said, let’s get started.

Step #1: Analyze Your Competitor’s Product Descriptions

If there’s one thing I’ve learned about copywriting in the past 10 years, it’s this…

Never write copy from scratch.

And why would you want to? Your competitors have already paid professional copywriters to test new product descriptions. Plus, every sale is a data point. So if they’re product descriptions helped make 50,000 sales, then that’s 50,000 sales worth in data.. So why not analyze what these other Amazon brands are doing to see what’s working and what isn’t?

This is how copywriters start off every new project.

To get started, you need to make a list of your top 5-10 direct competitors. Ideally, these are medium sized, direct-to-consumer brands or medium sized Amazon-only brands. That’s because they’re more likely to have much stronger copy as big brands like Nike have billions worth in marketing to do the selling for them.

From there, you want to analyze what’s working…

Who are they selling too?
What features are they promoting?
What benefits are they promoting?
What USP are they promoting?
What objections are they answering?
What part of the offer do they sell?
What formatting are they using?
What type of wording are they using?
How many bullet points are they using?

It’s important to not just do this for 1 competitor. You never know if a specific brand is doing well or not just from their landing pages. Instead, you want to do this for all 5-10 brands on your list so you can see the overall patterns that are getting your customers to buy. Then, write your product descriptions based on those patterns.

Copywriting is not about creative writing or originality.

It’s about assembling the right facts and putting them in front of the reader.

Step #2: Create A Features & Benefits List

Whenever you’re selling a product, you always want to put your best foot forward. This doesn’t happen magically though. You have to brainstorm and use process of elimination to get there.

Enter the features & benefits list.

This is a tactic used by old school direct response copywriters to figure out what features and benefits to promote on their sales pages, as well as in what order they should appear. 

Now, while most Amazon product descriptions only have 5-6 bullet points, your features and benefits list shouldn’t stop there. If possible, you should strive to cover every part of your product so you can have 10-20 potential features with their corresponding benefits.

For example, let’s say I’m selling a pea protein supplement

24g of pea protein so you can build muscle on a plant-based diet
Lactose free so you can drink it even if you’re on a strict vegan diet
Dark chocolate flavor makes it the best tasting pea protein supplement
Contains digestive enzymes for better digestion
Organic monk fruit making it perfect for the keto diet

…etc

From there, you want to pick the top 5 based on how important they are to your end consumer. In addition, you want to order them from most important to least important based on what your customer really cares most about.

How do you figure this out?

With the research you did in step #1.

Step #3: Transform Features & Benefits List into Sales Bullets

Rarely is your 1st draft ever going to be good enough.

And considering these bullets can literally make or break the sale, you shouldn’t want to just slap your 1st draft up there either. So what we have to do now is make your product features and benefits sound exciting. This is going to come down to format and power words.

Let’s use our example feature & benefits list from earlier…

24g of pea protein so you can build muscle on a plant-based diet
Lactose free so you can drink it even if you’re on a strict vegan diet
Chocolate flavor makes it the best tasting pea protein supplement
Contains digestive enzymes for better digestion
Organic monk fruit making it perfect for the keto diet

Here’s how I would rewrite them to look great on Amazon…

  • 24G OF PEA PROTEIN. Build the rock hard muscles of a Hollywood star even if you’re on a plant based diet.
  • LACTOSE FREE. Are you on a strict vegan diet or just lactose intolerant? If so, no worries. We’ve got you! Our protein contains absolutely 0 dairy and lactose inside.
  • WORLD’S BEST TASTING PEA PROTEIN. Our creamy, dark chocolate flavor is the reason 3/4 of our customers choose us over other protein powders.
  • IMPROVE YOUR DIGESTION. Our protein is one of the only pea protein powders on the market that contains additional healthy fibers and digestive enzymes.
  • KETO-FRIENDLY. We only use organic monk fruit, making it perfect for any keto or low carb dieter.

Again, to help you do this, look at what your competitors are doing.

Just doing that will significantly improve your copy almost instantly while possibly improving your Amazon SEO.

Amazon Product Description Copywriting Tips And Best Practices

There are a ton of conversion copywriting tips used by top ecommerce marketing agencies you can implement with Amazon product descriptions.

But there are a few best practices that matter most.

The first is leading with proof elements.

Whenever you can prove your product is superior or different, the better. So if your product contains an ingredient other products don’t, say that. If you spend X times more on materials than the average competitor, say that. If your product was made in a place known to be the best origin in the world for your category, say that. Whatever lends credibility automatically makes anything, even mundane products, sound amazing.

The second is power words and phrases.

Go look at the cover of magazines like Men’s Health or Forbes. These magazine covers are written by some of the world’s best copywriters. If you notice, they all rely on powerful words to get your attention. For example, Men’s Health frequently uses the words “lose your gut”, “lean muscle”, and “flat belly foods”. So if you’re selling a fitness product, you should also be using these strong words and phrases because they sell.

The third is proactively answering objections.

Ultimately, the point of an Amazon product description is to answer your customer’s objections BEFORE they start asking them. So if you’re selling an iPhone cover, what are the top 5 most important questions they have about your product? If you combine proof elements with power phrases in a way that answers what they’re thinking about, you’ll make the sale.

With these three copywriting tips, you’ll write better Amazon product descriptions than most Amazon sellers.

The Ultimate Amazon Product Description Template

Ultimately though, unless you’re a professional Amazon consultant, you’ll need a template.

Heck, copywriters LOVE templates themselves as it makes life a lot easier.

The key here is to have an Amazon product description template that is actually built to sell and is flexible enough to sell everything. So with all of that said, here are a few you can use in different situations.

[FEATURE] [BENEFIT]

EX: 24g Of Protein. Build the rock hard muscle of Hollywood star, fast.

[BENEFIT] [FEATURE]

EX: Build Muscle. This is the only vegan protein powder that contains 24g of pea protein. 

[PROBLEM] [BENEFIT] [FEATURE] 

EX: Struggling To Build Muscle? Add inches on your arms and chest with 24g of pea protein.

[FEATURE] [BENEFIT] [OBJECTION]

EX: 24g Of Protein. Build the rock hard muscle of a Hollywood star even if you’re on a plant-based diet.

Even if you had a complete suite of 10+ products, you could write every single product listing using these 4 Amazon product description templates.

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