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5 top tips for successful copywriting on Amazon

Estimated reading time: 7 minutes

To become a successful brand on Amazon — or to stay ahead of your competition — requires high-quality content that resonates with your target audience, including informative and engaging copywriting. This covers various elements, such as the information at the top, or above the fold on desktop sites: product title, bullet points, product description, and the information below the fold on desktop sites: the A+ or Premium A+ section, for which there are various templates to choose from.

While we hope you find the tips below useful, nothing beats the expert copy and advice from our awesome team of talented content experts. We’ll increase your search visibility, conversion rate and AMPlify your sales in no time! Contact us today!

One of the key challenges is fitting each product’s key messaging into the specific restrictions of the Amazon platform, whilst informing and inspiring consumers. Up to 54% of all online product searches starting on Amazon, so presenting first-class content when a shopper lands on your product is essential.

Also, think about how you want your brand and products to be represented throughout every marketing channel. Every time a potential customer lays eyes on your brand’s content, you want it to leave a positive and memorable impression, whether it’s on your website, social channels or marketplaces such as Amazon.

Read on to discover our top five tips for successful Amazon copywriting!

1. be well prepared

Whoever is copywriting for your Amazon product listings needs to know as much as possible about each product before starting — research is vital! This may sound obvious, but it can be tempting to throw down some quick bullet points without fully understanding a product’s key features and benefits. Take in as much key messaging as possible from different sources — the product packaging, the brand’s website, blogs, customer reviews and even social media posts!

Some products have so many selling points that the less important ones may need to be excluded in order to keep the copy focused — and to fit into the limited space on Amazon! Have you identified the most important selling points? Do you have the most relevant keywords ready to weave into your copy? We’ll cover these areas in more detail below!

Carefully consider the brand’s tone of voice guidelines (if they exist) before and during copywriting. Do any phrases need to be written in a specific way to be on-brand or to meet any criteria for certain claims? This can be a particularly tricky task when dealing with messaging around medical claims for food supplements and cosmetics, for example.

2. the importance of keywords

Keyword research plays a big part in ensuring your products are found via SEO (search engine optimisation), so have a handful of the most relevant keywords ready to use for each product.

There are various keyword research tools available, and finding out how to make the most of them usually requires some skill and expertise! A handy tip for starting to understand what Amazon customers are searching for is to search by product name in the Amazon search bar and see what autocomplete search phrases appear.

For example, if you’re selling hand cream, you’ll see that various phrases are autocompleted in the Amazon search bar, giving you valuable insight into what kind of keywords you should include in your copy (only if they’re relevant to your product, of course!)

3. amazon b copy

The titles, image deck, bullet points and product description (above the fold on desktop) is known as ‘B Content’. Note that the bullet points and product description appear lower down on mobile devices, with the A+ content at the top!

Titles are vital for SEO, so try to ensure that the most relevant keywords are included in the title — but resist the temptation to stuff it with lots of keywords, which risks making the title difficult to digest. The first 80 characters are viewable on mobile devices, so it’s worth having the most important information at the front.

seller vs vendor character limits

Use the top-level content, also known as B content, to highlight a product’s key selling points — primarily the benefits it brings to consumers — in the form of punchy bullet points, incorporating a few important keywords.

Amazon Sellers can use up to 5 bullet points with a character limit of 500 for each bullet point. Vendors, on the other hand, have up to 10 bullet points to use, with a character limit that’s typically 255 for each bullet point. Bear in mind that just because you have an upper limit it doesn’t mean you should necessarily fill it.

Are 5 bullet points filled with 500 characters each really going to help sell your product in the most consumer-friendly and engaging manner? Sometimes, less is more. Consumers can be put off your products if they consider reading lots of copy as a chore, and you might risk overloading them with too much information that only serves as a distraction from the good stuff!

Keep the bullets simple, concise and to the point. After reading them, the consumer should be clear about exactly what the product is, and what benefits it brings to them! We recommend five bullets points of around 200 characters each for optimum readability and engagement.

b content product description

The product description sits below the bullets can serve as an extension to them. The copy here should be used to help you ensure that customers can visualise an exciting (or at least a beneficial) experience whilst using your product! Please note that on Seller the product description disappears once A+ copy is applied.

4. a+ and premium a+ copy

According to Amazon, enhancing your listings with A+ content is likely to boost sales from 3% to 10%. Using a full suite of Premium A+ (also known as A++) sees that figure rise to 15%. It also gives your brand another opportunity to leave a memorable impression on your audience, so continue to use this space wisely!

You may wish to cover additional information about your brand heritage, product usage tips, or other information not covered in the B Content. For example, if you’re selling products in the food and drink sector, this space is ideal for providing some recipe inspiration. Pair your enticing copy with striking imagery for maximum impact!

If there isn’t much in the way of additional product or brand marketing to work with, you can repeat some of the messaging from the B Copy. This gives you an opportunity to reinforce strong selling points in a different (but equally engaging) fashion. Again, bear in mind that not all consumers are necessarily going to read the B Copy followed by the A+ Copy, especially on mobile devices, where the A+ content appears at the top of products listings (just below the image deck).

5. striking examples of successful amazon copywriting

Perhaps the best tip we can offer is to take a look at some fantastic live examples of Amazon copy… so here they are! Check out our favourite examples of Amazon copywriting (and design!) that we’ve prepared for our clients.

Scholl GelActiv Insoles
— A++ Copywriting
and Design

Trevethan Cornish Gin
— B and A+ Copywriting
and Design

Beauty Kitchen Deep Cleanse Shampoo Bar — B and A+
Copywriting and Design

how can we help?

Ultimately, the key to creating engaging Amazon copy is the skill of the copywriter. Thankfully, marketplace amp’s team of talented content experts and copywriters are here to help! See how we can increase your search visibility, conversion rate and sales — get in touch today to discuss our Amazon copywriting services.


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