You’ve got your product – now you need a listing that doesn’t just exist... it sells.

In this episode, I’m breaking down how to write clear, persuasive Amazon product listings that give your product the best chance of success. Whether you’re starting from scratch or tweaking what you’ve already got, these simple tips will help you feel more confident and get better results.

What we cover:

• Why your listing is more important than you think
• What to focus on in your title, bullets, and description
• The role of keywords (and how to find them)
• Common mistakes to avoid
• Real-world examples of small tweaks that make a big difference
• Why “done” is better than “perfect”

Mentioned in this episode:

• Useful blog post: https://vickiweinberg.com/writing-a-product-description/

Mentioned in this episode:

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Welcome to the Bring your product idea to Life podcast.

This is the podcast for you if.

You'Re getting started selling products or if you'd like to create your own product to sell. I'm Vicki Weinberg, a product creation coach and Amazon expert.

Every week I share friendly, practical advice as well as inspirational stories from small businesses. Let's get started.

Hello and welcome to this episode of BRING a product idea to life. So today I want to talk to you about your Amazon product listings and how to create product listing that converts.

And while this episode is specifically about Amazon, actually the advice I'm going to.

Give today, everything I'm going to share will work well wherever you sell your products. Back when I was selling on Amazon years ago, now I remember that I.

Wrote my product listings for Amazon because.

Amazon was sort of the trickiest place.

To write product listings for because of.

The structure you have to follow, which we'll talk about later in this episode. But actually I found those listings worked really well on my own website as well.

So wherever you listening, you're going to get some really great tips for writing.

Product listings that convert.

But first of all, what do I mean by great product listing and what.

Do I mean by to convert?

Well, essentially what I mean is a.

Product listing that will make you sales because unlike selling face to face, you can't.

You're not there to explain your products.

What it is, what it does, what.

It'S great for, answer all the questions that people have. All of those great things that we.

Can do when we sell our products in real life, we can't do online.

So our product listings have to sell.

Our products for us, explain to the.

Customer exactly why they might want to.

Buy our product and answer all of their questions.

And this is especially important if your product is a bit unique or has.

Unique features, because if you don't tell.

People and don't do a good job.

Of doing that in product listing, they won't know.

And something I'll say right from the.

Start is I'm always saying to my clients, don't be shy when it comes to sell. When it comes to your product listings.

As silly as that might be, you really have to spell it out why you know why someone should buy this. To give you a real example, when.

I was selling on Amazon, one of my products was a bamboo baby towel.

And at the time, it was the.

Biggest and thickest baby towel that you could get.

And I used to say that in.

My product listing text. I would literally say, this is the biggest, thickest bamboo baby towel on the market.

Because it was, it was true.

It probably wouldn't be now, but back then it was, which I know I did that because I didn't want my.

Customers to have to, at other product listings, look at mine and try and.

Figure out the tog rating and the if that's what, if that's what it's called, and the dimensions.

Because yes, they could have looked at other listings, compared them to mine and.

Realized that mine was the biggest and thickest. But actually it was a lot easier if I just told them.

And it's the same with any sort.

Of key selling features of your product. You need to actually don't be shy and tell people about them.

Please, please, please never be shy when.

It comes to selling your products.

So let's talk a little bit about the structure of an Amazon product listing, because Amazon have a format that you absolutely have to follow and it's important.

To know what of what you can and can't do.

So the first section of your Amazon.

Product listing is the product title.

So the title is 200 characters and it needs to be clear, it needs to be keyword rich. So it needs to have all of.

The keywords in there that a customer.

Might be using if they were searching.

For a product like yours. But the trick is it also needs to be readable. So something I see occasionally on less well written product listings is lots and.

Lots of information, but it kind of.

Doesn'T make a lot of sense if you were reading it or scanning it.

And what we have to remember is that when a customer goes onto Amazon to search and they type something in.

The search bar and then they get the whole page of results, what they.

See is the main product image and.

Then the product title and they don't even see the whole title because the end is cut off.

So the title and domain image for your listing have to convince your customer.

That it's worth clicking through to find out more. So the title is really, really important because we can't convert into a sale unless they click on your listing.

And they're not going to click on your listing if the title and image don't give them everything they want.

And a great tip for this is if there's a key piece of information in your product listing.

So let's say it's, you know yourself.

A food product and it's vegan. Put that up front, don't put that the last thing at the end. The space at the end of your product listing is great for things like.

Color, which the customer could ideally see in the picture anyway sizing. So if your bottle of shampoo is 250mils, that doesn't need to be at the front of the listing because actually is the size of the bottle going.

To be the reason the customer buys your product or not?

Or clicks through you're listing or not? Probably not.

So that's the kind of thing you can put right at the end of.

Your title and save the bit, save.

The front of the title, the bit.

That'S going to be seen in search for the things that are absolutely key.

The next thing that you have is.

Five bullet points which are called key features.

And while they are called key features, I think this is a great place.

For you to talk about the benefits of your product.

So something I see quite often is five bullet points and they list out.

Maybe the dimensions of the product, the material that it's machine washable, you know, list, list, list of features, which is great.

And customers do want to know the.

Features of your products, but why not talk to talk about the features by.

Explaining the benefit to them. So for example, if you sell a.

Baby product and it's machine washable, obviously.

That'S a huge, you know, that's there's.

A huge benefit to parents because they.

Don'T probably don't have the time or.

The inclination to hand wash something that's such a pain.

But the fact it can go in the machine, get washed, be good as.

New to use again soon after, that's a real benefit. So word it like that.

And coming back to what I said.

Earlier, please don't be shy about sell.

Selling your products in your product listing.

Because that is exactly what they are there for.

And then the final piece of your Amazon product listing is a description. And I have to say this is the one that's probably the least important.

The text description I'm talking about not a plus which we'll come on to, but the actual text description is probably the least important, firstly in terms of.

SEO, but also in terms of what it is, where it is.

Because most customers will not see. For most product categories, let's come back to this.

For most product categories you will see.

The title and the bullet points at the top of the listing and the product description.

So the text part of the description is kind of halfway down the listing. It's usually between all of the other products Amazon are suggesting you buy and the different information about what category your product in.

It's really, really hard to find because.

It'S a block of text.

You can do A little bit of formatting. If you know some HTML you can add in paragraphs, you can bold and.

Italicize text and that is about it.

Maybe even put some bullet points, but that is it. So when it comes to your description, product listing, the description part, that text piece is actually the least important, but.

It is still important for me. I think that's a good place to.

Put in anything that for any reason you couldn't get into the the key bit of the text, which is your title and your bullet points and you.

Have to use that field even if.

You have A plus content.

But I'm really hoping that you have.

A plus because that is an opportunity for you to share more about your product, to use more images, visuals, graphics to really sell your product.

Coming back to images, actually I should say that when I'm talking about your key features and all of the key, you know the benefits of your products.

Make sure you have images to back that up.

So if you're saying your product is.

Good to be used outside, have a.

Photo of your product outside. If it's designed to be used by.

Children, have a photo of children interacting.

Or using your product, whatever your product.

Is, have some great lifestyle images that back up what you're saying in the text.

You can also have infographics or graphs.

Or whatever you need to highlight key.

Features of your product. So make sure that your images and your key features work really well together.

And then when it comes onto the.

A content, this is where you can share more about your brand, your brand.

Personality, maybe some people like to include.

Information about the founders. You can have more lifestyle shots. This is the place to add a bit of personality to your listing as well as help to sell your product.

When it comes to A plus content, I don't really like the formatting that Amazon have.

You might have seen they have these.

Templates where you can use very set templates where you can drop a picture here and a bit of text there. What I always advise my clients is just to use one of the image. Just use blocks of images, five images stacked on top of each other.

That looks really nice. You can use your own colors, your own branding, your own fonts, and that.

Creates something that looks much more professional.

If you look at a lot of Amazon product listings, this is what they are doing. So that would be my best advice. And if you don't know what I'm talking about when I refer to A plus content, we do have a whole.

Episode on Amazon brand registry.

But basically if you register your brand with Amazon which to do which you need to have a trademark either registered or pending in the country in which you wish to sell. You become a brand registered seller and.

You get lots of features for free.

So a content is one of them. And you can also have a storefront on Amazon. It's definitely worth doing.

It's completely free.

As I say, the only cost is the cost of having a trademark. So which is.

I don't know the exact price.

I think it's about £130 or something along those lines in the UK so not super expensive. You may have one already. If you have a trademark and you're not brand registered, I'd say register.

And if you don't have a trademark, it might be something worth thinking about.

And then the other great thing you.

Can have with your A content is a comparison table.

So that sits at the bottom of.

The A usually and that's where you.

Can highlight other products in your range. So a customer can see all the.

Different things you sell without necessarily going to your store.

Something I have seen people do here.

Is if they're selling a product with.

Variations, so different colors, they might put.

All the different colors in this table.

Personally, I think that's a waste of.

Space because customers can see all the.

Colors you sell, for example, at the.

Top of your listing where they're choosing the variation that they want. So use this to show other products in your range, particularly products that complement each other.

So I'm going to talk now about a few common mistakes that I see to avoid. So the first one is keyword stuffing. So what I mean by this is.

Just throwing keywords into your, into your.

Listing, having the same thing said time and time again. Amazon have actually made a change to.

Their product titles now where you can only use the same word twice. So for example, if you were selling baby shoes, you can't have baby shoes. First shoes for baby, Baby's first shoes, all in your title.

You can only use the word baby and shoes twice, which I think is to stop this, as I say keyword stuffing and make sure that titles make a bit more sense. And I think it is, it is a good thing to do.

The second thing I see is bullet points that are quite vague as I mentioned earlier.

So no real benefits, just listing out features.

And the third thing is not using.

A plus, particularly if you're brand registered and you're eligible to use that.

I realize I've talked a little bit.

About keywords in this episode and having.

Keyword rich product description. So we have talked about keywords before. But in case you haven't listened to.

Any of the previous episodes, let's talk.

About where to find them. So when I talk about keywords, I'm talking about the things that the customer.

Types into the Amazon search bar in order to find your product. And there are a few ways that you can find keywords. There are a few ways that you can find keywords. The first thing you can do is.

You can go and use Amazon Search Bar as if you're an Amazon customer.

So I'm doing this in real life now.

So if you're watching me on YouTube.

You'Re going to see me typing.

If you're not watching me on YouTube.

Remember that you can watch me on YouTube.

So I've just gone onto the Amazon search bar and I've searched for baby towel because I'm pretending that I'm going to write an Amazon product listing for a towel for babies.

So when I type baby towel into.

Amazon Search bar, the first thing that comes up is baby towels newborn.

So I know that that's the most.

Popular search term related to baby tails on Amazon.

And after that it's baby tail ponche.

Baby tail with hood, baby tail 6 to 12 months baby tails boy, baby tails, newborn girl. There's quite a few there. So if I was to be writing.

This Amazon product listing, I would take a note of all of these search.

Terms and then I would make sure.

That I was including them in my product description.

The title is the most heavily weighted for SEO.

Then the bullet points, then the description.

And there are also some backend search terms.

That's where you add a string of.

Keywords that are relevant to your, to your product.

You don't have any repetition in here. So you wouldn't put baby towels, boys, baby towels, girls.

You just put baby towels, boys. No baby towels, boys, girls. You wouldn't have, you wouldn't put Tao in multiple times or anything like a baby or anything like that.

You can't put competitors names in here as well. So even if it might turn out that some of competitors names are keywords.

They'Re things that people are highly searched.

But you can't actually use those in your listing for obvious reasons. So the search times is also a.

Really useful field and this isn't seen by customers.

It's just to boost up your SEO.

Other ways to get keywords on Amazon.

Is you can use paid for keyword tools.

So I like to use Jungle Scout.

There's also a tool called Helium 10. So they're options for you as well.

If you already have an Amazon Seller Central account, particularly if you're already selling on Amazon, maybe you've written your Amazon.

Product listings and you're just looking for some hints on how to optimize what you have already.

There is a new feature on Seller Central called Brand analytics and when you.

Go into here, there are actually keywords.

It's actually keyword information relevant to your product. You can actually see for your existing.

Products on Amazon the keywords people are typing in to find your products, which.

Is really going to be really useful for your ads, really useful to optimize your existing listings.

But you can also use their keyword tool to research other Amazon keywords for other products. So products you might not be listing as yet.

So there's a lot in this brand analytics, it's brand new. Amazon haven't even talked about it yet.

But actually last week, because I I'd seen that it was there, I've actually.

Recorded a video for my Amazon Made.

Easy members all about what it is.

What'S there, how to use it, and.

You know what to do with the data that you find.

If that's something you're interested in, you.

Can join Amazon made easy. It's vickyweinberg.com membership and you can get.

Access to that video right away.

I will do a podcast episode on that at some point, but if you're keen to find out more, you can, you can join the membership and then as I say, you'll have access to that training immediately.

I do lots and lots of extra.

Training for my members in there that goes into much more detail than I do on these podcasts.

So those are the ways you can get the keywords.

And making sure your product listing includes all the relevant keywords is really important because that is how a customer is going to find your listing. I have spoken about and we've got an episode all next week week all about getting your first sales.

And I have to say, having a well optimized listing isn't everything. So I think sometimes people make the mistake of thinking your product listing's really.

Great and you've got great images and.

All the keywords are in there, you're going to start making sales immediately.

Unfortunately, that isn't the case. There is still work to be done.

However, if your product listing is well written, you've got great images and you really sell your product, it will sell.

If it's well optimized for search, what will start happening is you will start.

To rank organically for the keywords in.

Your listing, which means you'll be showing.

Up, up higher and higher in the search results without paying for it. And that's ultimately what you want. So, to summarize.

Okay, first of all.

To write, to summarize everything, everything that I've said.

These tips work wherever you are selling your products.

It doesn't matter if you're selling on.

Amazon on your own website.

I think these tips will work forever. You're selling.

Sometimes I get people say to me they're slightly nervous about approaching writing their own product listings.

And actually writing people's Amazon product listings is a big, big part of what I do. I write lots and lots of them. Hence why I've now really got a good understanding of what works and doesn't.

And the best advice I can give.

You if you are nervous is that.

Done is better than perfect. If you listen to this episode and you apply everything that I've said and you have a really good shot at.

Writing your listing, that's great.

It doesn't have to be perfect.

You will have done a really good job.

Your listings can be tweaked at any point. You can always make edits, you can always change things. But I think having a go is the important thing.

Your product listing doesn't necessarily need to.

Be perfect, it just needs to sell. And you can treat your listings a bit as a work in progress because.

Even if you're already selling on Amazon.

You'Ve got Amazon product listings.

I still recommend to people that every.

Six months or so to just have a look at your listings, refresh them. Do they still make sense? Do your. Are your images still good enough? Look at your reviews.

Are people asking questions you could be answering in your text?

Are there any keywords that people are searching for that you searching for now that you're just not using? All of these things can be done retrospectively.

So please don't panic about having the perfect Amazon product listing, you know immediately because as I say, all of this is completely doable.

So I really hope you found this episode useful.

If you would have any questions at.

All, you can always contact me.

Vickyweinberg.com this Friday we have another fantastic interview and then I will be back on Tuesday with another Amazon Made Easy episode. And until then, I hope you have a lovely week and I will speak to you soon.

Thank you so much for listening right to the end of this episode.

Do remember that you can get the full back catalogue and lots of free resources on my website, vickyweinberg.com Please do remember to rate and review this episode. If you've enjoyed it and also share it with a friend who you think might find it useful. Thank you again and see you next week.