Although the importance of product description is not as high as the title and the five-point description, sometimes consumers may not even read it, but this is not a reason for us to ignore it. On the contrary, the product description can be filled with more content and the form is more flexible, which has many benefits for Amazon sellers.
1. Increase conversion
Although the title picture and the five-point description have introduced the product in great detail, consumers may still have some doubts, especially about the quality, matching and after-sales problems of the product. At this time, the product description page gives sellers the opportunity to further explain, which plays a role in resolving consumer doubts and allowing consumers to finally decide to buy. This “increase conversion” function is more obvious in high-value products and products with complex operation and installation.
2. Promote product/brand story
Many companies that want to build a brand need a brand story to reflect the true core of the brand. It happens that the product description page can connect consumers with brand stories, values and the uniqueness of the brand.
3. Promote repeat purchases
Product descriptions provide consumers with more information to help them make more informed purchasing decisions.
4. Promote brand value
Let consumers understand the product from a professional perspective. Sellers should keep the logic of product descriptions clear and easy to read, and avoid selling for the sake of “selling”.
5. Dispel consumers’ purchase doubts
Detailed product descriptions can solve consumers’ most common doubts about products, avoid bad reviews and reduce return rates.