Optimizing the listing is one of the key strategies to turn a high-quality product into a true bestseller on Amazon. Besides well-known listing elements such as the title, bullet points, and product photos, the importance of a good product description is sometimes overlooked.

In reality, however, the product description is a great opportunity to convince potential customers of your product while also taking a step forward in SEO optimization. It is important to always use A+ Content instead of the classic product description.

A Good Amazon Product Description - More than Just SEO and Keywords

From an SEO perspective, an Amazon product description can be designed similarly to the title or bullet points. Here too, a balanced distribution of the main and secondary keywords determined in advance is essential. But simply stringing together the generated keywords does not make for a good Amazon product description. Instead, you can use the description text as potential to engage the buyer and convince them to make a purchase on both a content and emotional level. Readability and natural text flow are much more important in an Amazon product description than an overly high keyword density, which is also recognized by Amazon's modern SEO algorithm.

Product Descriptions with Added Value - Strategies for Strong Texts

To ensure that the content of an Amazon product description resonates with the reader, you need to convey not only dry content but also emotions. An appropriate way to start a description text is with a compact and memorable slogan that captures the potential buyer’s interest and encourages them to read on. In the following sentences, you can describe the problem your product promises to solve. Marketing specialists also like to construct problems that the reader may not have been aware of previously.

The features and USPs of the product can then be presented as solutions to the described problem. Alternatively, you can illustrate the desirable scenario that purchasing your product makes possible for the customer. However, be sure to be concise to avoid losing the reader. Every good Amazon product description ultimately leads to a call to action, which directly addresses the potential customer and encourages them to purchase the product.

Additionally, using larger, well-designed text in image modules can capture attention. Videos in the product description also tend to convert well.

Here is a summarized form of the optimal structure of an Amazon product description:

• Slogan in the First Sentence: A slogan that piques curiosity

• Problem Description: Describing a real or constructed problem (can also be in video form)

• Product Presentation: Presenting the product as the solution to the described problem

• Sales Argumentation: Highlighting the most important USPs of the product

• Call to Action: A call to action that ideally leads to a purchase

Creating A+ Content

To create this type of product description, you need to be the owner of a registered brand. If you are, follow these steps:

1. Open Amazon Seller Central

2. Click on "Advertising" and then "A+ Content Manager"

3. Click on "Create A+ Content" in the top right

4. Select either "Basic" or "Premium" on the left and then click "Create"

5. Here, you can choose various modules and design the A+ Content accordingly

Premium A+ Content offers more and better-designed modules but comes at an additional cost per ASIN.