The best ways to motivate consumers to buy your product while still meeting the Amazon listing guidelines is a balancing act only the most successful Amazon sellers know. Here is how they do it.
The Importance of an Effective Amazon Listing
Amazon has some specific guidelines that are intended to keep Amazon listings consistent across the selling platform for all sellers. In crafting your Amazon listing, strive for copy that compels your core buyer to buy. Customers can’t touch and feel your product so you want to provide clear, concise, informative descriptions. Accompany the verbiage with well-lit photos that show product detail from several angles, if possible. The overall quality of your Amazon listing, as well as the degree of your adherence to Amazon listing guidelines, can make or break your sale.
To write effective copy throughout your Amazon listing, consideration must be given to details in the titles, descriptions, bullet points and search terms.
Guidelines for Titling Your Amazon Listing
Amazon has some specific Amazon listing guidelines that are intended to keep things consistent across the selling platform for all sellers. These include specs covered in this video related to use of:
- Characters - Optimal length should be 80 - 250 characters depending on category:
we recommend 80-120
- Mobile users can only see first 55-63 characters
- Some ads limit the visible title to only 30-33 characters
- Keep mobile and ad display limitations in mind when deciding title order and length
- Capitalization - first letter of each word, don’t use ALL CAPS, don’t capitalize conjunctions and prepositions
- Numerals - use numerals instead of spelling out numbers, don’t use symbols and ASCII characters
- Promotional messages - can’t use “sale” or “free shipping”
- Subjective commentary - don’t hype as “best seller”, or “hot item”
- Don’t list your merchant name as the brand (in the Amazon listing entry form) unless the product is private label
Dashes are discouraged in favor of commas in your Amazon listing since standards limit characters to 52 and a character is saved by using commas in place of the space-dash-space. While use of dashes in the title of your Amazon listing is not prohibited, the use is generally discouraged.
Amazon posts only a few tips on their web site concerning Common Format and Content Errors.
Creating Useful Product Titles for Amazon Listings
Three general rules:
You don’t have to put your brand name in your Title space. Your brand name shows up near the title anyway if you fill out that part of your form when creating your descriptions. Don’t try to cram a ton of keywords into your title space as this will have no effect on drawing buyers to your product and will only make your product difficult for a buyer to discern.
Keep in mind that the title of the product will appear not just in your Amazon listing, but on the shipping labels as well, so it is a good idea to keep brevity in mind.
Bullet Point Guidelines for Your Amazon Listing
When viewing an Amazon listing, the bullet points are first thing the viewers eye scans to after the product title. While Amazon allows up to 5 bullet points, and that is the number of bullet points viewable when seen over a laptop or PC, mobile devices only display the first 3 bullet points in an Amazon listing. Put the most important selling info in those first 3 points.
Product Description Guidelines
You can use up to 2000 characters to describe the product in your Amazon listing and focus on its unique properties so while you must be concise with your bullet points, this is where you can go beyond a simple to-the-point description.
- Give the reader the idea of what it would be like to own your product
- Discuss your product’s unique features and benefits and highlight product applications
Crafting Impressive Product Descriptions
This can be the “most fun” part of writing descriptions for your Amazon listing.
- You CAN use line breaks, but no other HTML (bolding, italics, etc.)
- Avoid using all caps
- Include info that is commonly asked for
- Cover the who, what, when, where and why
This is the only chance you have for putting in the paragraph the experience of what it would be like to feel and touch your product. Fire the customer's’ imagination.Tell a story.
Search Term Guidelines
Strategic search terms are not required but they are incredibly helpful in getting your products sold. The general rule of thumb is simple: in your descriptions, use the same words that your customers might use in searching Amazon your products terms.
- Amazon lets you enter specific search terms in their keyword bank form. Keywords should only include relevant information that is not already captured by these other fields:
- Product name,
- Bullets (key product features)
- Product description
- Brand name
- Amazon automatically covers some plurals (“s” but maybe not “ies”)