Hamass Mujadid Amazon – Content Writing/Copywriting

 How vital are Amazon titles and how different can we make them?
 How to A/B test the titles?
 How many titles should we make and in how many phases?
 Do you know there is a secret door to craft your best title?
How to Craft Enticing Titles?
Criteria as per Amazon?
 Titles must not exceed 200 characters, including spaces
 Titles must not contain promotional phrases such as “free shipping’, ‘100% quality guaranteed.’
 Titles must not contain characters for decoration, such as ~!*$_{}#<>|:^ etc.
 Titles should be concise. Check your category title limitations. Depending on your account, the
maximum number of characters legally allowed for Pr (&)oduct Name (title) is between 50 to 200.
 Don’t use all CAPS.
 Capitalize the first letter of each word except for prepositions (in, on, over, with), conjunctions (and,
or, for), or articles (the, a, an).
 Use numerals: ‘2’ instead of ‘two’.
 Don’t use subjective commentary such as ‘Hot Item’ or ‘Best Seller’.
 Titles can include necessary punctuation, like hyphens (-), forward slashes (/), commas (,),
ampersands (&), and periods (.).
 Titles can abbreviate measurements such as ‘cm’, ‘oz’, ‘in’, and ‘kg’.
Headline Formula
 Home & Garden [Brand + Product Type + Feature/Trend + Scent/Flavor + Size)
 Electronics [Brand + Product Type + Style/Specs + Feature + Product Usage + Color/Flavor/Scent +
Model Number + Accessories]
 Food [Brand + Product Type + Feature + Flavor + Main Ingredients + Size + Pack Size]
 Toys [Brand + Product Type + Style/Specs + Feature + Product Usage + Age Group]
 Apparel [Brand + Product Type + Style/Specs + Feature + Product Usage + Quantity + Sport + Age
Group]
 Jewelry [Brand + Product Type + Style/Specs + Style/Specs + Feature + Product Usage +
Quantity/Size + Model Number + Sport + Material + Age Group]
Title Generator Formula
 Brand name
 Color and/or flavor and/or variant
 Size and/or quantity
 Keywords
Best Tips
 Write your titles so that the first 40 characters make sense. That way, even if your title is too long for
the entire thing to appear completely on these pages, you’ll still be able to effectively get customers to
click through to your list page.
 The first 65 characters can stand alone, be enticing, and make sense.
 Use synonyms: headphones, earphones, earbuds,
Hamass Mujadid Amazon – Content Writing/Copywriting

Title A/B Testing

 If you have Brand Dashboard, navigate to Amazon Experiments, then setup an A-B Split Test
experiment to test which Title version produces a higher conversion rate.
 Repeat every 4 weeks to continue to improve the copy to obtain a higher engagement and conversion.
Enticing Title
 Only possible if your product has some differentiation. For example, normal towels vs. Turkish
towels
 Example:
o Luxury Hotel & Spa Towels – 100% Turkish Cotton & Made in Turkey (White, Luxury
Bath Towel – Set of 4)
o Pinzon Egyptian Cotton 725-Gram 6 Piece Towel Set, White
o Better Title: Pinzon Ultra Soft Ring Spun Egyptian Cotton Towels, 725 Gram Heavy
Weight, Blue
o Emotional connectivity is very important!

Life Cycle of Image

 Main Image
 Lifestyle Image
 Infographics
 Product Video
Guidelines for Main Image as per Amazon
 TIFF (.tif/.tiff), JPEG (.jpeg/.jpg), GIF (.gif), and PNG format
 Image pixel dimensions of at least 1000 or larger in either height or width preferred (for conversion
1500 is preferred)
 File names must consist of the product identifier (Amazon ASIN, 13-digit ISBN, EAN, JAN, or UPC)
followed by a period and the appropriate file extension (Example: B00012345.jpg or
0237425673485.tif)
 Backgrounds must be pure white
 The image must not contain additional text, graphics, or inset images
Guidelines for Additional Images as per Amazon
 The image must be of, or pertain to, the product being sold
 Other products or objects are allowed to help demonstrate the use or scale of product
 The product and props should fill 85% or more of the image frame
 Cropped or close-up images are allowed
 Backgrounds and environments are allowed
 Text and demonstrative graphics are allowed
 Don’t use description on main image; not allowed. Save yourself the trouble of recovering a
suspended listing
 Save the unique backgrounds, added text, and logos for other images
Hamass Mujadid Amazon – Content Writing/Copywriting

Best Sequence for Additional Images

Amazon provides you space to upload up to 9 images to your Amazon listing. Keep in mind that only the
first 7 images will be shown on your actual live listing. It should follow the following sequence:
 Caters most important feature / USP
 Caters dimensions
 Lifestyle images (Nike example) (emotional connectivity)
 Before & After image
Violations
 Placing a logo or text on the main image
 False or misleading claims especially in health and beauty products
 Adding items that are not included in the set
Useful Tips
 Using a wooden table or a marble tile (highly recommended)
 Avoid too much text
 You can shoot these images with relevant props in a manner where certain features of the product are
highlighted (corpse exammples)
 Make sure your product still remains front and center if it’s a lifestyle image
 Show any human in the act of receiving the main benefit
 Do not forget to retouch your images to bring out the colors and details
 The first bullet should match with second picture where you tell how it’ll benefit you
Best Tips for Enhanced Brand Content (EBC)
 Never use stock images
 If low budget, create competition in max $100 you will get exceptional pictures
 For image over text, best are Fiverr and Upwork (fear of reviews plays)
 Once you have A+ content description, the text is not indexed on Amazon. This means that if you
only have certain keywords in your A+ Content and nowhere else in your listing, the chances are you
are not searchable for this on Amazon. You are, however, indexed for this content on Amazon
Infographics
 Sans Serif font is recommended
 What problem does it solve (text written)
 Color scheme (if your brand promotes eco-friendliness, use earthy tones such as green, beige, and
white as your color palette. This color palette should be used to guide your theme for font, props,
icons, picture background, and anything else that may be a part of your infographic images. Too
many differentiating colors can take away from your infographic’s aesthetic.
How to Differentiate the Main Image?
 Examples:
o Gloves positioned like hands
o Car front highlighted on the car
Hamass Mujadid Amazon – Content Writing/Copywriting

How to Craft Compelling Bullets?

 How to craft, research, and write bullets in compliance with Amazon policy
Guidelines as per Amazon
 Bullet points must start with capital letters
 Use capital letters only for the beginning of each word
 Sellers are allowed 5 bullet points and vendors are allowed 10
 Bullet points have to list 5 features of your product that are considered to be its key features or most
important characteristics
 Ensure that all your bullet points have uniformity in length
 Bullet points should focus on facts and features relevant to your product
 200 characters is reasonable. For longer bullets, customers need to click on ‘more’.
Customer Persona
 Who is your ideal customer? Keep these customers in mind when creating the listing. Define them
here.
 Middle-class, married women with kids, between the ages of 30 and 60.
Cause (Feature) and Effect (Benefit):
 Name a feature then ask yourself, ‘Why should someone care about this?’
 Example: Maintains Healthy Teeth & Bones: Contains D3 vitamins for healthy teeth and bones, and
facilitates increased absorption and utilization of iron, B2, calcium, and phosphorous. For ages 2 to
seniors
Coherence & Cohesion:
 Coherence: Mainly deals with logic and appropriate organization of the sentences to form
meaningful and understandable content.
 Cohesion: Focuses on lexical syntax and grammar in sentence formation

 Bullets should be prioritized in order of importance. You should certainly test rearranging the
sequence to see if it improves your conversion rate.
 Differentiate: Product certification, celebrity endorsement, lifestyle uses,
 Who you’re selling to: Multiple segments
 If you’ve seen bad reviews for the product that you plan to sell, ensure that your version adequately
answers all concerns – be proactive with your supplier: highlight in the content how your product is
better than your competitors’.
Research Origin for Bullets:
 Competitors’ studies: 2-3 ASINS
 Reddit reviews – very important!
 Helium reviews – compile and list all concerns
 General articles, affiliate links, blogs, etc.
Worksheet Template to Follow:
Hamass Mujadid Amazon – Content Writing/Copywriting

 What are the 5 biggest features customers should know about?

 What are the benefits of these features? (Why should customers care?)
 In what order will you list your bullets? (Most important one first!)
 Position your product above the competition by using statements like: Unlike typical/usual products,
this {your product} offers customer a guarantee: include it as your last bullet point
 Feature to Benefit Convertor:
Why Does
What
Why is this What is the Your
Problem When Does it
Product Feature Feature Core Customer Benefit
Does it Matter Most?
Notable? Painpoint? Need
Solve?
This?
Never
Forget
More storage Lost Vacation/Baby’s Peace of the Day
Harddrive 1TB Lost files
space/backup Memories First Steps Mind/Trust He Took
His First
Step

 Try to avoid using emojis is any part of your listing; Amazon might suppress your listing (esp. in
certain categories). Esp. avoid in bullets; you may use in description for some categories (not
recommended).

Product Description:
Stemming: Stemming is taking a core term and adding different endings. For example: diet, diets,
dieting, dietary, dietician, etc. Which version you incorporate usually affects search results. However,
before you leave the stemmed word out of your Search Term fields, check to see if Amazon is indeed
accounting for them. Do a quick test. Search for the core word, and then search for the stemmed versions.
If the search results come up as identical, then Amazon has them both covered equally. If they come up
different, however, you should include the stemmed keywords in your Search Term fields.