• Holly Sloan

The four golden rules for writing effective Amazon product listings

How you present the items you sell on Amazon is absolutely crucial to their success, and the written text is a vital component.



While choosing the correct image and keeping within Amazon’s guidelines is also an important factor, this blog will focus on the key areas to focus on when writing the text that helps get your items moving online.


Holly Sloan, Senior Case Handler at Thompson and Holt, has extensive experience of Amazon’s systems and has outlined four specific categories that you need to following specific considerations for when putting together your product listings.


1. Product title


“As the very first thing that potential customers see when coming across your product, this has to be carefully considered,” Thompson and Holt’s Sloan explains. “Not only do they provide relevant information, but they should also encourage people to click on the listing, almost like a good newspaper headline.


Keywords are crucial here, so do your research into similar products and successful rivals, establishing what will work best for your item. And you have to consider making your titles mobile-friendly, with so much online shopping now done on mobile phones rather than computers. The most important part of your product listing should come inside the first 80 or the permitted 200 characters - after that, the titles start to become truncated on mobile views.”


2. Product description


“This is the area where you can give prospective customers a more detailed description of your product,” Sloan continues. “It’s your sales pitch, and a point at which you can gain the trust of the consumer, so it needs to be easily accessible but sufficiently detailed to assure them of the quality of the product.


Shy away from big slabs of text, and instead approach it look at it almost like answering a FAQs section, responding to any queries that potential buyers might have. Put yourself in their position before coming to buy a product - what are the assurances you would want? What do you need to know about this item? And don’t over-promise and under deliver because that will only harm your business in the long-run, keep the description factual and accurate.”


3. Bullet-point section


“The key here is again being informative and accessible,” Thompson and Holt Senior Case Handler Holly Sloan says. “Use descriptive headers to capture the essence of each product and the benefits it provides, and keep the bullet points concise, factual and easy to understand. If you have features that distinguish your item from those of your competitor, or Unique Selling Points, this is the time to illustrate those. Buyers often have short attention spans, so include content that you think will grab attention quickly.”


4. Update keywords regularly


“Choosing the most effective key words is certainly important but it doesn’t end there,” Sloan concludes. “Keep track of both any search behaviour you can pick up on and moving trends with your competitors. Keywords can change due to current affairs, social media trends or even the time of year, and being adaptable and on the front foot will help your product sell. Events seasons on Amazon are another period of time that can help you if you capitalise with shrewd keyword use.”


Worried about an Amazon suspension?


If you have found yourself suspended while selling on Amazon, contact Thompson and Holt for a free LiveChat to get your Seller business back online as quickly as possible. We also offer a Whatsapp and Telegram service, +447818020777.


Thompson and Holt are also offering a free month’s trial of their Monitor and Protect service to help sellers prevent a suspension of ASINs or an their account during the COVID pandemic, more information on how to protect your Amazon seller account from a suspension can be found here.

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