How People Read on Amazon
Amazon shoppers scan rather than read. They glance at the title, skim the bullet points, look at images, check the price, and make a quick decision. Your copy needs to work for scanners — putting the most important information first, using clear language, and making benefits obvious at a glance. Long paragraphs of text get ignored. Concise, benefit-focused statements get read.
Titles That Work
Your title needs to include your brand name, the product name, key features that differentiate it, and relevant keywords — all within Amazon's character limits. Front-load the most important information because long titles get truncated on mobile devices. A customer should understand exactly what your product is and why it is relevant to them from the title alone.
Bullet Points That Convert
Each bullet point should lead with a benefit (what it does for the customer) followed by the feature (how it achieves that benefit). "STAYS ORGANISED ALL DAY — Six dedicated compartments keep your essentials separated and easy to find" is more compelling than "Has six compartments." The benefit creates desire; the feature provides justification.
Use all five bullet points. Address different customer concerns in each — one for the main benefit, one for quality and materials, one for ease of use, one for what is included, and one addressing a common objection or question. Think about what would stop someone from buying, then address those barriers directly.
Product Descriptions
The description section allows more detailed information for customers who want it. Use this space to expand on your bullet points, address additional use cases, include specifications, and reinforce your brand story. For brand-registered sellers, A+ Content replaces the standard description with rich media — use it to visually communicate what text alone cannot.
Keywords Without Stuffing
Your copy needs to include relevant search terms so Amazon's algorithm shows your product in relevant searches. But stuffing keywords unnaturally into your copy hurts readability and can reduce conversions. Write naturally for humans first, then check that important keywords appear somewhere — in your title, bullets, description, or backend search terms. The backend search term field is specifically designed for keywords that do not fit naturally into your visible copy.
Testing and Iteration
Your first version of listing copy is rarely your best. Monitor conversion rates and experiment with different approaches. Brand-registered sellers can use Manage Your Experiments to A/B test different bullet points or images. For everyone else, make changes, wait two weeks, and compare before-and-after conversion data. Small improvements in copy can produce meaningful increases in sales over time.