What is Product Description (Long Description)? Product Description (Long Description) Review

1. About Product description

For non-branded listings, the long description can be composed of several parts: after-sales service (to eliminate customers’ worries), main features, product parameters, precautions (to reduce unexplained returns), and packaging accessories.

For brand listings, sellers can use A+ pages to effectively improve conversion rates. The picture and text version of the brand details page is better than the pure text description. In addition, you can add videos to give customers a more realistic product experience. You can choose to design the picture and text module yourself.

How to write a product description?

2. There must be core keywords to guide

Since the description itself may be relatively long, consumers normally do not have enough time or patience to read it completely, so the shopping time cost is too high.

But it is impossible to say that you don’t pay attention to it. As a seller, you need to be serious and careful in writing the description, and list it in an all-round and organized manner. You must write the entire description reasonably.

For different contents, try to use core keywords as guidance at the beginning, such as the most commonly used Instructions, Package Includes, Kindly Note, Safety Warning, etc.

Since it is the core keyword, the purpose of doing this is to allow consumers to directly find the point they want to pay attention to, rather than slowly scrolling through a bunch of letters. It is recommended to bold the guiding keywords, as shown in the figure below.

3. Learn HTML code layout

Amazon's description must be formatted using code, which is a bit different from other platforms. As for HTML code, there are many variations, depending on the seller's own needs. The most commonly used ones are the following two.

1: Line break <br>

First line content<br>

The second line of content is <br><br>. If two <br> are added at the end, it will simply be followed by two blank lines, as shown in the figure below.

2: Bold <b>Content</b>

<b>Content that needs to be bolded</b>, add a <b> before the content to be bolded, and add a </b> after the end, so that the entire content can be bolded easily. As shown in the figure below.

3. Use more layered digital symbols

It is recommended to use more layered numerical symbols, especially when there is a lot of content, which is more organized and can capture the parts that consumers are most concerned about. Arabic numerals are commonly used, such as 1, 2, 3, 4... as shown in the figure below.

It is not recommended to add various Martian characters in front, for example, many people like to use “*”, “-”, “口”, “”, etc.

Fourth, we need to highlight the product selling points again

Since the order of content displayed in the listings on PC and mobile terminals is slightly different, the description is displayed to consumers first on the mobile terminal, so we need to emphasize some product selling points again, even though they may have been mentioned in the bullet points.

Generally, it will be based on instructions or features. Of course, some are more related to the characteristics of the product itself, as shown in the figure below.

5. Consider customer usage scenarios

Some products may not be easy to operate, and some may even require downloading apps or various drivers. If you don’t explain this in the description, it may affect the customer experience.

Some products require driver downloads, so it is best to attach a download link or email, as shown below.

Some sellers even put an after-sales email address in the description. If there is a problem with the product, the buyer will generally contact you by email as soon as possible.

6. Be objective in your description

The product details page is the first place for sellers to display their products. A complete product content description can help buyers understand the relevant information of the product more directly and decide whether to buy the product at the first time. However, sellers should pay attention to authentically restore your product. Many buyers will complain to Amazon that the products they bought do not match the relevant descriptions, which will seriously affect the seller's store performance. Objective description of the product is basic, and describing the product as detailed as possible will add points to the product.

Note: The following types of information are never allowed:

1. Name of the seller;

2. E-mail address;

3. Website URL;

4. Specific company information;

5. Detailed information about other products you sell;

6. Slogans, such as SALE or free shipping.