HOME & KITCHEN PRODUCT Founders

COPYWRITING LISTING OPTIMIZATION FOR AMAZON IN 2024

The guide to copywriting on Amazon listings for titles, keywords, persuasive copy and more!

Always Relevant

START WITH THE BASICS

1

Understanding Your Audience

Know Your Target Market

  1. Research Demographics: Understand who your buyers are. Are they young professionals, busy parents, or cooking enthusiasts?

  2. Identify Pain Points: Highlight how your products solve specific problems or improve everyday life.

  3. Use Customer Reviews: Analyze reviews to discover what customers love and what they wish was better. Use this feedback to fine-tune your messaging.

Inform and Engage

2

Crafting Compelling Titles

Make Every Word Count

  1. Use Relevant Keywords: Incorporate high-ranking keywords to improve search visibility.

  2. Highlight Key Features: Focus on what sets your product apart—whether it's durability, design, or functionality.

  3. Keep It Clear and Concise: Ensure your titles are easy to read and understand at a glance.

3

Bullet Points That Convert

  1. Feature Benefits, Not Just Features: Explain how each feature benefits the customer.

  2. Prioritize Information: List the most important benefits first, especially the USPs / differentiators.

  3. Use Numbers and Symbols: Make bullet points more readable with numbers and symbols.

Specific Tip #1

Product Titles - Distinguish Between Launch and Optimization

Amazon doesn’t know how to properly categorize your product for specific keywords yet (with the except of the product category and your PPC bids). During the initial launch phase of the product, it may be more beneficial to have a title that really hones in on the exact product you have. I.e. “Black Metal Kitchen Soap Dispenser for Home and Kitchen Use | Perfect for Bathroom Countertops | Ideal for Soap and Lotions”.

As the product is launched and begins ranking and depending on the competitive listings, it is now more important to distinguish yourself from other product titles. Say the competitive listings are all “Black Metal Soap Dispensers”, you might want to add “316L Stainless Steel Metal Soap Dispensers Made for Ultra Durability”

If you have a numerical figure that can describe the products unique selling proposition, customers are more inclined to click on your listing. They’ll ask, why don’t these other products have 316L steel?

Now the opposite case, if you have a Kitchen Cloth that’s less durable say “6oz Cotton Dish Cloth”, you may not want to include that in the title, instead opt for “Cotton Dish Cloth made of Cloudsoft Fabric”.

Specific Tip #2

Adding the USP.. EVERYWHERE

So you do your product research. You find that people are buying the wrong size.. On competitive listings, people find the other coffee makers are too small, don’t hold enough coffee. They even get confused on how many ounces an espresso has.. it’s just too much information for a buyer.

Here’s the solution, tell them how your products different and tell it everywhere. Even if the product is the same and people get confused by sizing, that’s even more of a reason to tell them everywhere. And not just typically measurements like ounces and milliliters, make it easy to understand like the number of cups.

See the image on the left, you can’t miss the fact that this espresso maker makes 6 cups. The have it everywhere.

  • Product title

  • Product variants

  • Image gallery

  • Extra information

Bonus tip. If your product is made of measurable quality i.e. 10oz cotton canvas you can name your color variations as “10oz Canvas Blue”, “10oz Canvas White”. To really hammer home your product quality. Even if your product is the same quality as competitors and they don’t list it, customers will be asking why you’ve listed 10oz and assume it is higher quality.

Specific Tip #3

Only Write about Stuff People Actually Care About

The biggest distinction you have to make when copywriting on Amazon is context:

  • Are you market leader?

  • What components are you differentiating on?

  • What are the key things people are looking for?

The more complex your product is in terms of features, the more content you’ll have to work with. It’s a double edged sword.

That’s where good research comes in. You have to prioritize what the most important features are which is sounds contradictory, but involves great decision making.

Take this image on the right for example. People are about the capacity, filters included and stages of filters. Looks great at first. But when you look at the competitors that sell 1,000+ units, they emphasize capacity in # of cup terms, describe the filtration for taste / toxins, no one has mentioned pH (nor have they mentioned pH in product listing comments).

Long story short, research is important, but property applying your research is even more important.

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HOME AND KITCHEN LAUNCH

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Founded by industry experts, we've partnered with over 200 product launches, creating numerous million-dollar success stories and helping tons of founders achieve significant revenue growth. We've accomplished this through our proprietary operational and marketing model tailored for Amazon success.

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