197 Amazon Listing Description - Part 4 of 5 - Amazing FBA - Expert Info for British Amazon Sellers

197 Amazon Listing Description – Part 4 of 5

Amazon Listing Description Webinar

Go to www.amazingfba.com/dana CLICK HERE if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern). 

The Amazon Listing Description

One question that arises here is -should I even bother?

For sure, it’s not as important as the title and the bullets.

For a while, the Algorithm didn’t bother indexing the  description. That has now changed.

Here are some basic mistakes people make with the Description:

Amazon Description Mistake #1 Not going after some long tail keywords

Many sellers have not really clocked this algorithm change and don’t bother about putting the right keywords into the description.

That represents an opportunity to go after some nice long tail keywords.

We already mentioned for example “chromebook charger fast” for the keywords.

We might try “chromebook charger fast charge” for example.

When I say “try”, I don’t mean you should guess your keywords (although that may be better than not using the space at all as long as you think it through and optimise it later).

I mean, out of the keywords that your research has shown have some kind of decent demand attached and manageable competition, you can try putting this kind of keyword into the listing.

 

Amazon Listing Description Webinar

Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern). 

Amazon Description Mistake#2 Going off in a random new direction, rather than just expanding on the existing benefits (already in the bullets)

Having said that, notice that my long tail Keyword example was an extension of my focus around keywords relating to speed of charging.

I’m not confusing the issue by claiming my product is all things to all people.

I’m keeping my messaging focussed on a few key benefits.

Amazon Description Mistake #3 Forgetting that On a Mobile, the description is shown above the bullets (crazy!) -but only the first 200 characters.

(remember that mobile now represents 70% or so of Amazon shopping ?)

This is really important, in my view (again thanks to Anthony Lee for pointing this out).

I would go so far as to say: build your listings for mobile. Then tweak them to work for desktop shoppers.

Amazon Listing Description Webinar

Go to www.amazingfba.com/dana  if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern). 

Again, I can rely on my ol’ friends over at the laptop chargers.

Here’s their compelling description summary, as displayed  on my trusty iPhone 6S Plus:

“Input: 100-240V, 50-60Hz
Output: 19V 3.42A
Power: 65W
Connecter Size: External Diameter: 3.0mm, Internal Diameter: 1.1mm, Length:10.0mm
Color: Black
Condition: Brand New Replacement Product!
Operation…”

Riveting stuff, right?

Well you ain’t seen nothing yet. I’ll show you their complete description in its full glory in a minute.

Amazon Description Mistake #3 Forgetting to Format so a human can read it!

Here’s an example first of how it’s not done-my ol’ friends over at the laptop chargers again:

“Description
Input: 100-240V, 50-60Hz
Output: 19V 3.42A
Power: 65W
Connecter Size: External Diameter: 3.0mm, Internal Diameter: 1.1mm, Length:10.0mm
Color: Black
Condition: Brand New Replacement Product!
Operation Temperature: 0°C ~ +40°C
Storage Temperature: -40°C ~ +85°C
Relative Humidity: 5% ~ 95%RH (non-condensing)

Product Features:

Short circuit protection
Over current protection
Over temperature protection
Over voltage protection
PCB cover made of refractory
Low ripple and noise
High-quality raw materials
100% OEM compatible

Fit Laptop Models:

Acer Chromebook 11 13 14 15 R11 R13 series
Acer Chromebook C720, C720P, C730, C730E, C738T, C740, C810, C910 series
Acer Chromebook 11 C720 C720P C730 C730E C735 C740 CB3-111 CB3-131; C720-2103 C720-2420 C720P-2600 C720P-2625 C720P-2661 C720P-2666 C720-2800 C720-2802 C720-2827 C720P-2834 C720-2844 C720-2848 C720-3404 C720-3605 C720-3871 C720P-2600 C720P-2625 C720P-2661 C720P-2666 C720P-2834 C730E-C9RN C740-C3P1 C740-C4PE
Acer Chromebook 13 C810 CB5-311 CB5-311P; C810-T7ZT C810-T9CA
Acer Chromebook 14 CB3-431; CB3-431-C1KH CB3-431-C4RC CB3-431-C5CQ CB3-431-C6WH CB3-431-C9WH
Acer Chromebook 15 C910 CB3-531 CB5-571; C910-35VE C910-54M1 C910-354Y C910-C37P CB5-571-C1VQ CB5-571-C41P
Acer Chromebook R 11 C738T CB5-132T; C738T-C2EJ C738T-C5R6 CB5-132T-C0DF CB5-132T-C1LK CB5-132T-C8L7 CB5-132T-C9UM C738T-C2EJ
Acer Chromebook R 13 CB5-312T; CB5-312T-K1TR
Acer Aspire R5-471T R5-571T R5-571TG R7-371T R7-372T; R5-571T-52Z6 R7-372T-54LT
Acer Aspire S3-392 S3-392G S5-371 S5-371T S5-391 S7-191 S7-391 S7-392 S7-393; S7-392-54208G12T
Acer Aspire V3-331 V3-371 V3-372 V3-372T; V3-371-558L
Package includes:

1 * 65W Laptop AC Adapter
1 * Power Cord (corresponding plug refer to shipping country)”

My response is to cry “Mercy!”

Amazon Listing Description Webinar

Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern). 

Why Keyword Stuffing is truly horrible

Imagine: (I know, I’m asking you to do the work for a sec. Sorry)

You go onto a website – like eBay. You are dreaming of a Tesla Model S.

You type in something crazy like “Tesla Model S” into the search bar.

A listing comes up that ranks really high for “Tesla”.

The reviews look really good – so that’s a mental tick.

The photo is a bit unclear, so you click on the listing to see more clearly what you’re looking at.

On the listing, an unpalatable truth is immediately apparent.

It’s a Ford Mustang.

How do you feel? (We’re still in our thought experiment, remember?)

You might say (I imagine): “Disappointed.” Probably  “Cheated”. Possibly even “angry”.

Not in a buying mood, really, are you?

Okay- so back to your reality, sitting there, reading your action letter with a cup of coffee and a croissant (just me then?).

Do you see how fatal this is?

Even worse, if someone buys something that is not what they wanted, you will get really rude reviews and might even have listing suspended for “not as described”.

Yes, I know that sounds Over The Top.

Welcome to spoilt Amazon shoppers.

But imagine: I search swiftly for “Laptop charger Toshiba”; I find a listing; in haste, I buy the charger.

Then when I get it from Amazon, i try it with my precious Toshiba laptop, and it not only doesn’t work, it actually damages my laptop.

Sure, in theory, you didn’t say it was compatible with a Toshiba laptop.

But you don’t want Toshiba laptop owners anywhere near your product listing – if your product is incompatible with Toshibas!

Can you see just how much trouble keyword stuffing can cause?

Keyword stuffing is not big and it’s not clever.

Amazon Listing Description Webinar

Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern). 

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