5 Steps to More Sales On Amazon - Part 3: Write High Converting Bullets & Description 2/6

@2017 - AMZ Europe - This course was prepared for education purposes. Decisions made upon the information are at your own risk.

In the last section, we looked at product titles and pricing - two of the key variables that

customers see before they click on your listing.

But, what happens when they click on your listing?

Potential buyers are on your page now, just where we want them :)

It’s time to turn visitors into buyers. Get this right, and it’s more money in your pocket.

Your title and price will still be visible, but they’ll be presented with new and more detailed

information to decide if they want to buy your product. That’s what we’ll focus on today.

Let’s look at an example of an Amazon customer who is interested in buying a laptop bag.

As you scroll down, the new information is highlighted in red.

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@2017 - AMZ Europe - This course was prepared for education purposes. Decisions made upon the information are at your own risk.

5 Steps to More Sales On Amazon - Part 3: Write High Converting Bullets & Description 4/6

@2017 - AMZ Europe - This course was prepared for education purposes. Decisions made upon the information are at your own risk.

I highlighted and numbered three areas:

1. A full array of product images;

2. Bullet points / key features; and

3. Product description

Images (#1) will be covered in part 4. Today, we’re focusing on bullet points (#2) and

product description (#3).

Did you notice something what is in between the bullet points and description sections

above? Scroll back up and check if you didn’t.

So, did you see it?

There are many other products (including those of your competitors) being promoted by

Amazon!

Here’s the truth - Amazon really doesn’t care if a customer buys your product or your

competitors. They get commission and fees either way, so they increase the overall

chance of a sale by promoting other products on your page.

The bottom line - your bullet points and description must be well written to avoid visitors

going elsewhere.

Here’s what you need to do:

1. Capture their attention - make it relevant to your target audience and their needs

and problems;

2. Provide the information they need to make a purchasing decision; and

3. Most importantly, close the deal!

Now, I’ll provide you with our best tips on how to do this.

We’ll keep it direct and actionable - you can use these tips as a checklist when writing

copy for your Amazon listings.

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@2017 - AMZ Europe - This course was prepared for education purposes. Decisions made upon the information are at your own risk.

• Identify your target audience and make sure that your sales copy speaks to them

• Address why a customer should buy your product instead of the competition

• Be clear about what you are offering, including extras e.g. an ebook or carry bag

• Detail what the product can do for your customers, but don’t exaggerate or

mislead

• Provide dimensions and technical specifications

• Outline the materials / ingredients used

• Offer care instructions (if applicable)

• State your warranty and return policy (if applicable)

• Answer common questions asked by potential customers

• Be mindful of content that Amazon prohibits

• Get feedback on your sales copy from colleagues, family & friends

• Proofread – text must flow well & be error-free (or it can undermine the credibility

of your offering)

• Check the maximum number of characters allowed per bullet point for your listing

in Seller Central*

• Use all 5 bullet points

• Highlight the top features and / or benefits of your offering

• Include important keywords, where possible

• Check Amazon’s tips on writing bullets for your category

• Check the maximum number. of characters allowed for your description in Seller

Central*

• Using html improves appearance - it’s technically forbidden, but is widely used by

sellers. Use at your own risk!

• Include important keywords, where possible - don’t just add keywords for the sake

of it. We want the sales copy to flow fell and encourage customers to buy your

product

If you go over the amount permitted, your listing may be suppressed by Amazon.

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@2017 - AMZ Europe - This course was prepared for education purposes. Decisions made upon the information are at your own risk.

What does this mean?

In simple terms, this is when Amazon decreases your ranking / limits the visibility of your

listing. The result is a reduction in traffic and sales.

How to check if your listing is being suppressed:

• Login to seller central

• Under the “Inventory” menu, click, “Manage Inventory”:

• If you have suppressed listings, you will see “Suppressed” in the top navigation

pane

To unsuppress your listing, you’ll usually need to provide some additional information or

make an adjustment to your listing e.g. reduce the number of characters.

Ok, so that’s how to write great bullets and product descriptions that convert more of

your visitors into buyers!

Want to hire an expert to help with this? We can help :)

Our Listing Optimization Service for Amazon US & UK includes:

• Copywriting from scratch - product title, bullets and description; AND

• Comprehensive keyword research - you’ll get search terms and PPC terms.

The process is simple:

1. Order here - https://www.amzeurope.com/order/amazon-listing-service

2. We’ll then send a short form with a few questions to learn about your product(s)

3. 5-7 working days later, you'll receive your new sales asset(s)!