The seven tips to profitable Amazon copywriting
There are a multitude of things to consider when optimising your Amazon listings, including the use of the correct photos, price levels and the customer service you provide.
But right at the top of that list is the wording you use for your product listings and bullet points, which can help make or break sales on the platform.
Here Craig Gedey, managing partner of Thompson and Holt and somebody who has vast experience of selling on Amazon, picks out his seven most important pointers for successful copywriting.
1. Research, research, research
Thompson and Holt’s Craig Gedey: “This can be applied to any element of selling on Amazon but is particularly important when writing copy. Take time to look across a range of successful products on the platform, especially those similar to your own, and look to apply the way they write to your own listings. You’re not looking to copy what they write, but it may provide insightful tips for your own products that can be beneficial in the future. And keep an eye on those rivals all the time in case valuable new trends come into play.”
2. Know the importance of Keywords
Thompson and Holt’s Craig Gedey: “This is a really big one. Keywords have always been an integral part of search engine optimisation and this is especially the case on Amazon. There are some useful third-party tools that can help you identify search volume, including Helium 10, Merchant Words, and Sellzone. Try to identify the most important keywords that describe the main benefits of your product and the problem that it solves for your customers. You need to include your keywords into your Amazon title but also sprinkle them through your bullet points too.”
3. Don’t be boring
Thompson and Holt’s Craig Gedey: “This is an easy trap to fall into, writing cliched and sterile bullet points. Keep them brief, persuasive, and rich in keywords. Highlight the key benefits that illustrate how your product is a better choice than your competitors. Keep your writing lively and interesting and don’t get too technical in the bullet points.”
4. Understand your target audience
Thompson and Holt’s Craig Gedey: “Who are the people you are targeting with your product? How can your product help solve those customers’ problems or satisfy their needs? Is your primary user the person actually buying the product? All of these are key questions you should be looking to answer when writing your listings.”
5. Answer customer queries in your copy
Thompson and Holt’s Craig Gedey: “Here it’s a good thing to be one step ahead. Think about what your customers might ask of your product - researching similar items and product reviews elsewhere - and look to answer them in your copy. If customers can find answers to those common queries in your listing before buying, they are more likely to make a purchase immediately.”
6. Know the rules
Thompson and Holt’s Craig Gedey: “Keeping track of Amazon’s constantly changing and evolving terms and conditions can be difficult and time consuming, but it is absolutely vital. Falling foul of them can lead to suspension or exclusion from the site. If that does happen to you, contact Thompson and Holt to be reinstated and back selling in the quickest time possible.”
7. Be adaptable
Thompson and Holt’s Craig Gedey: “Listing on Amazon is changeable and fluid, and the most successful Sellers are often those that can apart quickly to changing trends and patterns. Keep a constant eye on what is working for both you and your competitors, and don’t be afraid to make key changes to your copywriting if they help to sell more of your product.”
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.