The long description is a very important part of the product page. There is a difference in the display of the product page on Amazon PC and mobile terminals. On the PC terminal, the product selling point is in front and the long description is in the back, while on the mobile terminal, it is just the opposite, with the long description in front and the product selling point in the back. Although more than half of American buyers shop through PC terminals, with the popularization of mobile Internet, more and more consumers are beginning to shift to mobile terminals. For sellers, the status of long descriptions will become increasingly important.
The description part is set after the image is uploaded. The product description here is a required item, and the character limit is 2,000 characters. More specific product functions and detailed descriptions as well as precautions for product use can be filled in here. The main purpose is to supplement the product selling points so that buyers have a more comprehensive understanding of the product.
When customers browse products using Amazon mobile terminals, the long description is displayed first, so the beginning of the long description is particularly important. Sellers must attach the same importance to the beginning of the long description as to the product selling point. Sellers can attract customers by cleverly typographically designing the long description, or they can catch the customer’s attention through storytelling descriptions. Therefore, sellers can optimize the long description of products from the following two perspectives.
1. Optimize the layout
Regarding the text filling of the long description, since the text paragraphs, font effects, etc. cannot be adjusted automatically, we need to use the HTML (Hypertext Markup Language) code supported by Amazon backend to help us with the layout. The code mainly includes the following content.
(1) Line break: <br>Text content</br>.
(2) Paragraph: <p>Text content</p>.
(3) Bold text: <b>Text content</b>.
(4) Font size: <p style="font-size:10px">Text content</p> (where the larger the number in “10px”, the larger the font size).
(5) Italic effect: <pstyle="font-style:italic">Text content</p>.
(6) Blinking effect: <pstyle="text-decoration:blink">Text content</p>.
2. Optimize content
Use storytelling to attract customers’ attention and help them build product usage scenarios. For example, you can explain the advantages of the product or its convenient features to customers, thereby improving their quality of life; you can also recommend product usage methods and scenarios to customers, implant pictures of interaction with the product in the customer’s subconscious, and encourage customers to place orders to purchase the product.
The long description is a channel for buyers to further understand the product. It can help eliminate buyers’ doubts about the product or attract them to other uses of the product. For sellers, as long as the information is displayed to customers, it must be accurate, true, and all for the sake of customers.
Long descriptions can only be in plain text when the product is uploaded. If the seller has completed brand registration, he can click “Brand Description with Pictures” after the product is uploaded, and use the picture and text template provided by Amazon backend to complete the A+ description with pictures and texts. After the A+ is reviewed, the original plain text description on the buyer’s side will be overwritten.