Two thousand characters. That’s how much space you have in your Amazon product descriptions to impress your customers.

That might sound like a lot, but it’s easy to max out on characters when your description is one of the only things your customers have to base their purchase decisions on.

Needless to say, having a strong product description is critical on Amazon. Here are several dos and don’ts for bringing your product descriptions up to snuff and increasing your rankings and sales on the marketplace.

DO include essential product details

Unlike your title and bullet points where sentence fragments are expected, your descriptions should feature complete thoughts. Take the opportunity to elaborate on the benefits you’ve already mentioned in your bullet points. Use your character allowance to speak more about your brand’s beginnings, or to address common pain points your buyers experience prior to using your product.

Each of these strategies can help deepen your connection with your visitor and earn their trust. You can also include manufacturer stats or other data to prove the effectiveness of your product. However, stick to statements that are factual, not ones that are vague or difficult to prove.

DON’T just rattle off features

The most effective way to market your product is by describing how it benefits your users in their day-to-day lives. Your customers want to know what they’ll get out of your product, not just what it can do.

For instance, say you’re selling a pair of running shoes. You can prattle on about how it has a foam midsole, unique outsole geometry, and mesh fabric.

Or, you could talk about how your shoes make running easier and more comfortable; with their lightweight, durable construction, customers can run without fear of losing their balance or putting unnecessary pressure on their joints.

The latter is far more impactful in helping customers envision a life with (and without) your shoes, and appeals to their emotions as they evaluate their options.

DO weave in keywords

In terms of ranking, Amazon’s A10 algorithm uses keywords to interpret your product detail pages and match them with the right search queries. That’s why it’s important to include target keywords within your descriptions as you speak to the various advantages of your product.

Not all keywords are created equal, though, so you’ll want to use tools like Jungle Scout to identify search terms that are both relevant and relatively easy to rank on.

Weave in these keywords when it makes sense. Include synonyms and other descriptors that are often combined with your primary keyword in everyday conversation. This will help you cast a wider net and speak the same language as your customers.

DON’T keyword stuff

With the above said, unnatural keyword stuffing is a big no-no. Don’t fixate on injecting your keyword as many times as possible. We can assure you that just because you mention your keyword 30 times in your description doesn’t mean you’ll see 30x more exposure on Amazon.

Rather, concentrate your energy on speaking naturally about your product. Chances are, if you focus on being informative and empathizing with your customers, you’ll intuitively use keywords in your content.

DO touch on emotions

A Harvard professor recently unveiled that 95% of purchasing decisions are subconscious — and the strongest unconscious urge is emotion. For this reason, it’s imperative that you appeal not only to logical reasoning (the reasons why your product is a smart investment) when writing, but also emotions.

What values do your customers rely on when choosing brands to support or products to purchase? Do they care about status or acceptance? Are they striving for particular lifestyles? Draw on these feelings as you describe your product.

DON’T use overly promotional language

In an effort to preserve the customer experience, Amazon prohibits the use of hyperbolic or subjective statements like “best in class” when describing products. This is to reduce the chances of a customer feeling duped after making a purchase.

Likewise, you can’t promote time-sensitive or special offers like “free shipping” to incentivize a sale. Instead, concentrate on writing descriptions that inform.

Don’t simply claim you’re the best at what you do — show how you’re the best. You can do this with your reviews, product photos, or feature highlights.

Note that Amazon users are usually ready to make a purchase, but are looking at your listing to confirm your product meets their criteria and/or conforms to their lifestyles.

DO seize opportunities to upsell

According to Amazon, “If the product has limitations, you can say so and upsell [in your description].” In other words, if your product requires specific batteries or protective cases, as examples, then you can safely mention that.

Alternatively, you can subtly mention your product is compatible with XYZ products or is a part of a larger product line your brand sells.

These are legitimate ways to influence buyers to check out other complementary products that, in turn, increase AOV for both you and Amazon.

DON’T mention competitors

Naming competitors directly in your listing goes against Amazon’s content policies. However, you can still illustrate what’s unique about your brand by mentioning how your product solves a common pain point and excels in various ways.

A+ content can highlight this further by offering dynamic content blocks for showcasing your prowess. Through charts, videos, and FAQs, you can better differentiate your brand from the pack and build trust among your visitors.

Wrapping up — How to write compelling Amazon product descriptions

Your product descriptions are important conversion levers for your brand. The shoppers reading them already have a high purchase intent and are likely ready to buy. Your product descriptions need to convince them why they should choose your business rather than one of your many competitors on Amazon (who they probably have open on other tabs).

Close the deal with these tips for creating compelling product descriptions on Amazon.