Good practices for writing sales texts on Amazon

Creating effective sales copy on Amazon is key to increasing conversion rates and improving the visibility of products among thousands of listings. The SEO strategy here relies on understanding how the platform's algorithm works and effectively attracting the attention of potential customers through appropriately constructed content. Below, we provide a deeper look at best practices for creating sales content that can help your products stand out and convince customers to make a purchase.

1. Listing elements by importance

Product title - this is the first and foremost contact with a potential customer. The title should be precise, contain key words at the beginning, and simultaneously encourage clicking. Consistency in the use of capital letters and avoiding grammatical errors enhances the professionalism of the listing.

Matching content to the product: Avoid keywords and descriptions that do not align with the product to ensure consistency and the credibility of the offer.

Language correctness: Ensure there are no grammatical or spelling mistakes.

Punctuation limitations: Avoid using punctuation marks like commas, periods, and exclamation points that can disrupt readability and clarity of the message.

Refrain from special characters: Limit the use of asterisks and graphic symbols that may not display correctly on some devices and create chaos.

Bullet points & backend keywords - Bullet points are your chance to present the most important features and benefits of the product in a condensed form. They should be clear, focused on how the product can solve the customer's problems, and include key words that are not included in the title. 

Bullet points:

Avoid overly long text: Shorter sentences are more accessible to users. Remember, quality is more important than quantity.

Do not repeat yourself: Each point should focus on a different aspect of the product, ensuring variety and richness of information.

Maintain thematic consistency in bullet points: This facilitates reading and understanding the message, creating a logical whole.

Use simple sentences: This makes your message clear and concise, which helps the audience understand the key information.

Focus on using “punching phrases”: Phrases such as “you save money”, “easy to use”, “fast and efficient” catch attention and highlight the benefits of using the product.

Backend Keywords

Backend keywords are the place for those key words that help customers find your product but do not fit into the other sections.

Avoid punctuation marks: Skip commas, periods, exclamation marks, and other punctuation marks.

Do not use bullet points: Refrain from creating bulleted lists.

Capitalisation does not matter: You don’t need to worry about using capital or lowercase letters – they are treated the same.

Repeat the most important key words: It’s worth reiterating some of the key words, but most of them should be unique and not used earlier.

Product Description - this is an opportunity to tell the story of your product, highlight its unique features, and convince the customer that your product will meet their needs. Use this area to build a relationship with the customer by using vibrant language that stimulates imagination and creates an image of the product in everyday use.

Product Description

Stimulating imagination: Encourage the reader to imagine how the product can positively impact their daily life and solve specific problems.

Meeting needs: Focus on presenting the benefits and values offered by the product, addressing potential desires and needs of customers.

SEO optimisation: Ensure that the content contains relevant key words, brand names, and other important terms that are indexed by Google to increase visibility in search results.

2. Sales Velocity

Sales Velocity, or sales speed, is a key factor affecting the product's ranking on Amazon. It is a measure that indicates how quickly your product generates revenue. The Amazon algorithm favours products with a high sales velocity because they are more profitable for the platform. Optimising conversion rates, ensuring the high quality of the listing, and actively promoting the product outside of the Amazon platform can significantly impact it.

3. Conversion Rate

The conversion rate, which is the ratio of visits to the product page to actual purchases, is a direct reflection of the attractiveness of the offer. Optimising listings for SEO as well as ensuring high-quality customer service, fast shipping, and positive reviews contribute to an increase in this metric.

Best SEO practices on Amazon

Mobile optimisation – more and more transactions are made via mobile devices. Ensure that your listings are readable and attractive on smaller screens as well.

Avoid repeating key words – focus on the 10-15 most relevant key words for your product. Excess can negatively affect the algorithm's perception of the offer.

No clustering – avoid excessive accumulation of key words in one place. Spread them evenly throughout the listing.

Enhanced Brand Content/A+ Content – use these tools to create more engaging and visually appealing descriptions for your products.

Remember, the key to success is balance between optimising for the Amazon algorithm and creating content that resonates with your customers. Consistency, attention to detail, and continuously adapting strategies to changing market conditions can significantly impact your product's success on Amazon.

What to do to improve your listings?

Choose appropriate images: Images are the first element that attracts customers' attention. Ensure they are of high quality and showcase your product well.

Construct appropriate product titles: Titles should be rich in key words but also clear and understandable for potential buyers.

Gather good ratings and reviews: Positive opinions build trust in your brand and products.

Offer reasonable prices: Price is one of the key factors influencing purchasing decisions.

If possible, sell as Prime: Prime products enjoy greater trust and more frequent purchases.

Maintain Buy Box: Being the owner of the Buy Box significantly increases the chance of selling.

Offer different product variants: Variants increase visibility and attract different groups of customers.

Ensure appropriate stock levels: A lack of product in stock is a lost sales opportunity.

Use bullet points to explain non-obvious benefits of the product: Focus on how the product can solve the customer's problem or improve their life.

Analyse competitor listings: Learn the strategies of your competitors so you can offer something better or stand out from the rest.

Offer promotions: Promotions can encourage customers to buy.

Utilise the long description section: Here you can describe the product in more detail and persuade to purchase.

What to avoid when optimising SEO:

Do not include a competitor's brand name or misleading information: Misleading customers is against Amazon's regulations and can result in product removal.

Avoid excessive use of key words (keyword stuffing): Amazon prefers natural and understandable language for the customer.

Do not use punctuation in key words: Use a single space to separate key words.

Do not add too many synonyms: Amazon automatically accounts for related words, so there is no need to repeat them.

By consciously adhering to the above principles and avoiding common mistakes, you can significantly improve the SEO of your listings on Amazon, which translates to higher visibility, better conversion, and consequently increased sales. Remember, the key is balance between optimisation for Amazon's algorithms and creating content that directly speaks to your customers. Regular analysis and updating of your listings based on changing trends and customer behaviours will help you maintain a competitive position in the market. Good luck!