Frequently Asked Questions
Mastering Amazon's product listings!
Amazon is a search engine for products! Explore our FAQ to learn how to balance SEO keywords with persuasive copy to win the 'Buy Box' and boost your sales ranking.
What is the most important part of an Amazon product description?
On Amazon, 'Key Product Features' (the bullet points) are often more important than the main description. Customers use them to quickly decide if the product meets their needs, and Amazon's algorithm heavily indexes them for search results. Aim for 5 clear, benefit-driven bullet points.
How long can my Amazon product description be?
Standard product descriptions are usually limited to 2,000 characters. However, if you are a brand-registered seller, you should use 'A+ Content' (formerly EBC), which allows for much longer descriptions, enhanced images, and comparison charts to tell your brand story.
Should I use HTML in my Amazon descriptions?
Amazon generally forbids HTML in product descriptions, with the exception of line breaks (`
`) in some categories. Using prohibited tags can lead to your listing being suppressed. It's best to keep the text clean and rely on bullet points for structure.
What is the 'Search Terms' or 'Backend Keywords' field?
These are invisible keywords you add in the seller central that help your product show up in searches without being visible to customers. Don't repeat keywords already used in your title or description; use this space for synonyms, common misspellings, or related terms.
How do I optimize for Amazon's mobile shoppers?
On the Amazon mobile app, the 'Product Description' often appears *above* the 'Bullet Points.' This is the opposite of the desktop view. Therefore, make sure your first 200 characters are extremely engaging and summarize the most important value proposition.
What are the common mistakes to avoid in Amazon descriptions?
Avoid 'keyword stuffing' (listing keywords without context), mentioning competitor names, including your website URL, or using time-sensitive claims like 'Best Seller 2024.' Also, avoid subjective claims like 'Best Quality' unless you have a badge or certification to back it up.