Nailing a product description that resonates with shoppers can be tricky. It’s all about hitting that sweet spot—keeping things clear, appealing, and within Amazon’s guidelines. Get it right, and it can make all the difference.

Amazon's Product Description Rules

Amazon product descriptions must be concise, staying under 2,000 characters and free of any HTML code, promotional content, or testimonials. Keep the description strictly product-focused, steering clear of mentions about pricing, availability, or details about the company. The language should be clear and straightforward, avoiding technical terms. Maintain proper grammar and use formatting that makes the text easy to read. Don't reference competitors, include external links, or request customer reviews. All product claims should be accurate and verifiable.

Keyword Research for Product Visibility

Check out what shoppers are typing into Amazon’s search bar by trying tools like the auto-suggest feature as you type in related product terms. Use a mix of specific and general words in your titles and descriptions—think “blue ceramic coffee mug 12 oz” instead of just “coffee mug.” Place the most crucial keywords within the first 80 characters of your title. That’s what pops up in search results, so make it count!

Writing Product Titles That Convert

Your Amazon product title should kick off with the most searched words—brand, product type, key features, size, color, and quantity—while keeping it under 200 characters. Add specific details shoppers often look for, like “BPA-free” or “stainless steel.” Keep the flow natural, though; no one likes awkward, keyword-stuffed titles. Make the title clear by highlighting the most important info first, like "Nike Men's Running Shoes Size 10 Black Breathable Mesh," rather than mixing features randomly. Avoid using fancy symbols or ALL CAPS; breaking these rules could cause Amazon to hide your listing. Use the Amazon Seller App to ensure your titles comply with guidelines.

Creating Effective Bullet Points

Start each bullet with capital letters and highlight the most valuable features in the first two bullets, since they’re visible without clicking "see more." Aim for around 150 characters per bullet, keeping them short and sweet for mobile shoppers, even though Amazon allows up to 500 characters. Turn technical features into benefits that speak to the buyer’s needs. For example, say “breathable cotton keeps you cool during workouts” instead of just “made with cotton.” Keep formatting consistent by using ALL-CAPS titles, followed by a colon or hyphen, so they’re easy to skim. Add your top keywords naturally within the bullets, but don’t overdo it — keyword stuffing can make the listing feel spammy and hurt conversions. Use complete sentences, skip punctuation at the end, and separate different ideas with hyphens in each bullet. Sellers have five bullet points, while vendors get up to ten, so make each one count by emphasizing the product’s most compelling benefits.

Optimizing Description Content

Your Amazon product descriptions should be short and easy to read, especially on phone screens, with each section only 2-3 lines long and plenty of white space. Ditch the fancy words and write like you're chatting with a friend. Instead of saying "superior ergonomic design," say "fits comfortably in your hand" to keep things simple and clear. Include specific details like measurements, materials, and features that matter to shoppers, such as "6-inch display with 300 PPI resolution" rather than just "crystal-clear screen." Break up long paragraphs with bullet points, and keep sentences short and to the point. Most people skim when shopping on their phones. Offer real solutions to common problems, like "no more tangled cords" or "stops leaks instantly," so customers see the benefit right away. Stick with everyday language that anyone can understand, and avoid confusing industry jargon that might trip up regular shoppers.

Mobile-Friendly Formatting Tips

Make your Amazon product text easy to read on small phone screens by breaking up long paragraphs into quick, 2-3 line chunks. Leave plenty of empty space between paragraphs and bullet points, helping shoppers scan your text as they scroll through countless products. Write short, punchy sentences that pack a punch. You've got only seconds to grab attention before customers scroll to the next listing. Put your key info at the beginning of each paragraph since phone users often only see the first few lines before hitting "see more."

Conclusion

A strong product description can turn a quick glance into a confident click. Choose your words wisely, and let the product do the talking.