The Amazon A9 Algorithm & How to Write a Kick-Ass Amazon Product Description
Having persuasive sales copy and an SEO optimised product description is essential to give your products a fighting chance on Amazon. Here are my 5 top tips for writing a kick-ass Amazon description.
Amazon was founded in 1994 and is one of the largest online marketplaces with $280.5 billion sales in 2019. The Amazon website gets a huge amount of traffic and therefore it’s not surprising that E Commerce sellers want a piece of the pie. The majority of visitors to the Amazon site already have the intent to purchase a product, it is just a matter of getting your products in front of the customer.
Selling on Amazon is more competitive than ever before and sellers need to do whatever they can to get ahead of the competition. Just adding your products to Amazon is often not enough to bring the sales in if you are selling in a competitive category. For this reason sellers have to use stronger SEO tactics on their listings. Before we get into the details of how to write a product description, it’s important to know how Amazon’s search engine works, this is referred to as the Amazon A9 algorithm. It’s also important to know the difference between paid and organic SEO.
What is the difference between organic SEO and paid SEO?
Organic SEO is when listings rank organically in the search results without paying for ads. With this method the key words are researched in detail and optimised to improve the ranking of the listing.
Paid SEO is when paid ads are used to drive traffic to the listing. Organic SEO can also affect ad traffic to some extent. For example if you pay for ads to drive traffic to your listings but the key words on your product descriptions are not optimised, you may find that the ads do not help very much. Customers may still struggle to find the products despite the ads because the key words being used are either not relevant, too general or not highly searched.
How does the Amazon A9 algorithm work?
The Amazon A9 algorithm takes into account three main factors: key words, sales conversion rates and reviews.
To get on top of the Amazon A9 algorithm you need to first get your products in front of customers with well researched and relevant key words. These key words need to be included in the title and product description. Amazon also allows you to add key words the back end of your listings in the Search Terms field. Back end key words will not be visible to customers on the listing but these terms will be indexed by Amazon when customers are searching for your products. Amazon used to have a long word limit for this but it has been limited in recent years. As of 2020 the search terms limit is 250 bytes. It’s also important not to include competitor brand names or special characters in your key word list.
The strict word count on search terms makes it even more important to use key words strategically and also include them in your title and Amazon description.
Amazon also takes into account the sales conversion rate of your listings which makes persuasive sales copy on your product descriptions important. Listings that are getting a lot of sales will typically rank higher in the search results. Another ranking factor for Amazon is product reviews. Listings that have more product reviews and also favourable product reviews will rank higher on Amazon.
How to write an Amazon Description
1. Speak to your target customer: knowing your target customer is important if you want to write a product description that will speak to them. It’s good to get as specific as possible about the type of person who would buy your products including: age range, habits, hobbies, location, education and income.
If you don’t already have sales data, it’s good to research other similar products on Amazon that are selling well. A great place to look is in the reviews section, what have customers said about the product? What did they like most about the product and what problems did it solve for them? What words have they used to describe the product? Another place to look is Facebook, take a look at your competitors Facebook pages or groups and analyse the reviews and comments. What type of customers do they have?
2. Don’t overdo it: Strike a balance between being informative and not writing an essay. Amazon do a good job of preventing this with their word count limits. You want to pack as much information and key words as you can into the word count of the Amazon description. At the same time it needs to be an easy read for the customer and keep their attention. The type of language you use will depend on your target customer.
3. Tell a story: Give the reader an accurate picture of how this product could fit into their lives. What are the uses for this product and how can they utilize it? You want the reader to imagine the product in their home or space.
4. Key word research: If you want an SEO optimised product description it’s essential to do good key word research. Put yourself in your customer’s shoes, if you were looking for this product on Amazon what would you search for? You also want to look at which key words your competitors are using. Work your key words into the thread of your description, particularly in the bullet points section and title. Try to make it read as natural as possible.
5. Titles: The Amazon A9 algorithm will only pick up relevant words that are in your title and ignore any filler words such as adjectives. Try to focus on your top 3 key word terms and keep the title brief. Key word stuffing in titles used to be quite common but Amazon now frown on this and prefer shorter titles.