Amazon listing copywriting

Write in buyers' words

Buyers describe products in their own terms, which are not always the terms used by the manufacturer. Reviews, questions and messages show the words buyers use: 'fits a standard single bed' rather than a dimension code, 'stays cold all day' rather than a technical rating. Use those words alongside the precise facts, so buyers recognise the product as the one they want and still get the detail they need to be sure.

Keep a short list of buyer phrases per product for every writer to use.

Benefits paired with facts

Keep every claim supportable

Only claim what you can support with evidence: test results, specifications or approved wording. Avoid vague superlatives such as 'best' or 'ultimate', health or performance claims you cannot substantiate, and comparisons with named competitors. Regulated products need their approved wording used exactly. Honest copy also sets expectations correctly, which can reduce returns and complaints from buyers who expected something different.

The examples in the table above are illustrative; any real claim needs its own evidence.

Keywords without stuffing

Amazon's US guidance warns that keyword stuffing can create a poor customer experience and hurt rankings, and advises focusing on writing naturally. Include the terms buyers use where they fit naturally in the title, bullets and description, and leave the rest out rather than forcing them in. A listing written for buyers is likely to include the right words anyway.

Readable on a phone

A consistent voice

Across a range, consistent tone and structure help buyers compare products and recognise your brand. A short style guide, covering tone, how sizes and units are written, words to avoid and the order of information, keeps several writers consistent and makes new listings quicker to produce.

Example: from specification to copy

Other languages

For other marketplaces, copy should be written or checked by fluent speakers who use local terms, units and tone, rather than translated word for word.

Reviewing copy over time

Copy is never finished. New questions from buyers, recurring return reasons and changes to the product all call for updates. Check best sellers' copy every few months against the latest questions and reviews, update the product master first and then the listing, and record what changed so you can see whether it helped.

Who approves copy

Agree who signs off listing copy before it goes live: for example the product owner for accuracy, and whoever is responsible for compliance for regulated wording. A quick approval step catches errors that a writer outside the business could not know about, such as a feature that changed in the latest batch.