Amazon Product Description Copywriting
Information Questionnaire
This document is designed to uncover information about your products and customers, their needs and the ways in which the items you sell can fulfill those needs.
Please keep in mind that copywriters don't make up information about your products. We have to have full details to start with and then - using that information - we can craft a compelling and engaging message for shoppers to entice them to buy from you.
The more detail you can provide, the better your copy will be.
About You & Your BusinessYour First and Last Name :
Your Email Address :
Alternate Means of Contact (In case emails bounce, etc.):
Name of Your Product:
Your Brand Name:
Provide the link to YOUR product on Amazon (if you have an existing listing):
Provide the link to your #1 competitor on Amazon for this product. You can provide more than one if you want:
Is there other information about this product (on a manufacturer's site, YouTube videos, etc.)? If yes, list the URLs here:
We MUST have either a sample product, pictures of your product or both of your EXACT product (not a competitor's product that is sort of like yours). If your pictures are already in your current Amazon listing you do not need to email them to us.
------> Are you sending a sample, pictures or both?
Shipping Address is:
Marketing Words
Karon Thackston/YOUR NAME
2211 Ridgeview Road
Elgin, SC 29045 USA
Formatting Your ListingTitles
The package you purchased includes 2 titles.
Title #1 will be exactly according to Amazon’s terms of service with no deviations and will use a basic Amazon-recommended title template (see below) with a character count that matches what Amazon’s Style Guides say is the legal character limit.
Brand Name + Piece/Count + Descriptive Adjective + Product Type (Pack/Set), Size + Color
Amazon is currently in the process of correcting conflicting information in the Style Guides, Seller Central pages and flat files so that all information is consistent.
Title #2 will be 200 characters or less and will be more engaging, but will not follow Amazon’s TOS.
You may use the one you prefer or test both.
Currently, these are the legal character title limits:50 Character Titles:
· Tools/Home Improvement
· Handbags/Shoes
· Sports/Outdoors
· Healthy/Personal Care
· Beauty
· Food/Grocery
· Automotive
80 Character Titles:
· Baby
· Clothing/Apparel
· Luggage/Travel
100 Character Titles:
· Jewelry
· Toys
· Home/Kitchen/Garden/Pets
200 character Titles:
· Consumer Electronics
· Personal Computers
· Cell Phones/Accessories
· Office Products
· Musical Instruments
Any title that exceeds 200 characters will be suppressed by Amazon. This blog post explains: http://www.marketingwords.com/blog/amazon-suppressing-titles
Key Product Features (Bullets)
We typically recommend feature bullets (the 5 bullets at the top of your listing) of about 150-200 characters unless your listing has restrictions on bullet length.
------> Do you have a preference/restriction on the length of the bullet points?
Product Descriptions Using HTML
HTML (the coding that creates bold, bullet points, etc.) in the Product Description section of your listing is not allowed according to Amazon's terms of service (TOS) with the exception of the single line break tag <br> in all categories the paragraph tag <p> in the Home/Kitchen/Pets/Garden category. However, we understand that a great many sellers want to use HTML anyway because it makes the Product Description section easier for shoppers to read.
Here is an example of a listing that uses HTML in the Product Description section to create bold, line breaks, etc. Here is a listing that does not use HTML.
------> Do you want us to use HTML for bolding and bullets when we create the Product Description of your listing even though it is against Amazon's terms of service?
About Your CustomersGenerally speaking, who is your target customer? Describe everything you know about them… who they are, what they do, how much money they make, male/female, job title, lifestyle, likes, dislikes, etc. NOTE: This is a vital question. The more information you provide, the better your copy will communicate with your customers.
There are always friction elements for any purchase, whether products or services. For what reasons might your potential customers hesitate when buying this product? (Price too high, don't fully understand the real benefits of your product/service, complicated checkout process, etc.)
How do you overcome these objections? (The correct answer is not "with your great copy." We cannot overcome buyer's objections in the copy if we don't know what your product offers that eases buyer's purchasing fears.)
About Your ProductWhat category are you selling this product in:
Why should a customer buy THIS particular product instead of any of the other hundreds of choices on Amazon? This is critical especially when competitors are selling the same product or products that are similar. What exclusive or unique features are associated with your product? Things few others are offering, a unique way to use the product, etc. Are you bundling the product with other things? Is your price much lower? Anything that will make it easy for the customer to choose your item instead of your competition should be included here.
List the features/benefits of your product below in the numbered spaces. Be sure to include differentiating factors about the product as well.
Important: If you mention things such as "higher quality" please explain how the product is higher in quality (example: specific materials your product uses that the competitors don't, etc.).
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What’s the biggest pain point that causes customers to need/want this product? (What need/desire causes people to buy this?)
What top 5 questions do people ask (on Amazon or anywhere else) about this product(s)?
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Please provide the answers to your top 5 questions below.
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Do you offer a guarantee on your product beyond what Amazon provides? Describe it:
IF your product is in the Health, Beauty or Personal Care categories,please answer the following questions…
If your product includes important ingredients (a supplement, anti-aging cream, pain-relief ointment, etc.) please provide a list of the top 3 ingredients and supporting information. For instance, why was each ingredient included in the product? What does each ingredient do and how does it help the buyer?
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If your product has special attributes that appeal to distinct audiences (such as "paraben free," "made in the USA," "cruelty free," or "vegan") - please list them here as they might be important sales points.
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(Add more as needed.)
If you are making claims such as "clinically proven" or "backed by scientific studies" the FDA/FTC requires that you supply documentation to support such claims. Please provide links to the studies/trials you wish for us to use in the copy.
Search Terms (Keywords)If this is an existing listing, please copy and paste what you have in your 5 Search Terms fields below.
In addition to your 5 Search Terms fields, if you are currently running PPC/sponsored ads, please attach your keyword report for this product only for the last 30 days when you send your email.
Conversion RateIf this is an existing listing, please let us what your current conversion rate is. To find this, go to Reports > Business Reports.
You want to view the Details Sales/Traffic by Child Item (which is the most accurate and what Amazon recommends). Don't use that "Parent."
This is what you're looking for when you log into the report:
My current conversion rate for the past 30 days is: ______%
Average number of sales per day for the past 30 days is: ______
Does this include free or discount promotions?
What percentage of your sales (approx.) were from freebie or deep discounts?
Contact InformationSometimes emails simply don’t make it through and get lost in space J Please note, we are open Monday – Friday from 9am – 5pm Eastern Time. We always return emails. If you have not gotten a reply to your message within 2 business days (not including weekend), your email was not received and you may want to resend. You can also contact us using the form on our website, by phone at 803-956-9756 or via message on Facebook.
Translations for Global Marketplace SellersMarketing Words creates copy in American English only. However, we highly recommend JR Language for translations into other languages. JR Language is experienced in translating Amazon listing copy as well as search terms. Get a free quote today.
How Did You Hear About Marketing Words?Please let us know how you heard about Marketing Words. (A podcast, search engine, blog post, Facebook ad or other someplace else?) It always helps us to know the best ways to connect with sellers like you. Thanks!