How to Write Better Product Descriptions

The average adult attention span is just 8.25 seconds- just enough time to glance at a product image, read the title, and decide whether to keep scrolling or take a closer look.

But what if they choose to take that closer look? How do you hold their attention?

Most shoppers are likely to search for specific details in the description to determine if your product meets their needs. If you don’t provide this information quickly and clearly, you risk losing the sale. A well-crafted product description does more than just list features; it offers a complete understanding of the product and all the details that images and titles can’t convey.

While this is a known concept, the challenge lies in tailoring product descriptions for different marketplace channels—creating a cohesive brand presence that also meets the unique demands and audiences of each platform. Just because a comprehensive bullet-point list might work well on Amazon, doesn’t mean the same approach will succeed across the board.

To help you navigate these nuances, we've outlined what makes a great product description and how to craft one for retail giants like Walmart, Amazon, and Target. These tips will set you on the path to optimized listings, increased buyer engagement, and revenue growth.

Product Description Tips

Crafting the perfect ecommerce product description is an art and a science. It's about painting a vivid picture that connects with the customer, answers their questions, and persuades them that your product is exactly what they need. In a crowded online marketplace, where shoppers are bombarded with options, your product description is your best chance to stand out. By focusing on key elements like features, benefits, materials, and targeting, you can create descriptions that not only inform but also inspire action.  

• Key Features and Benefits: Highlight the most important features, such as materials, dimensions, weight, and functionalities. Focus on benefits to the customer, showing how these features improve their experience.

• Comprehensive Overview: Provide an in-depth explanation of the product, including its purpose, usage scenarios, and unique selling points. Explain why it’s better than alternatives.

• Materials and Ingredients: List the materials or ingredients used, especially if they are important to the product’s quality, safety, or appeal (e.g., organic, hypoallergenic, eco-friendly).

• Exact Measurements: Include detailed dimensions and weight, which are critical for products like furniture, electronics, and clothing. This helps customers understand the product’s size and fit.

• How to Use: If the product requires assembly, installation, or specific usage, include clear instructions or a brief overview to ensure customer satisfaction.

• Target Audience: Mention who the product is designed for (e.g., adults, children, athletes, professionals), which helps customers identify if it suits their needs.

• Quality Assurance: Highlight any certifications, standards, or awards the product has received, such as FDA approval, energy efficiency, or industry accolades.

• Customer Assurance: Clearly state any warranties, guarantees, or return policies that apply, which can reduce purchase hesitation.

Writing for Target

Understand Target’s Audience: Target shoppers tend to look for a blend of quality, affordability, and style. Tailor your descriptions to reflect these values, emphasizing how the product fits into their lifestyle.

• Ex: EV charger stations can be installed indoors or outdoors by an electrician, allowing you to choose the optimal location. Energy Star certified, each charger provides optimal efficiency, and you can connect to your local utility's rate plan or participate in various incentive programs to save money.

Highlight Key Features First: Use bullet points to list the most important features of the product, such as size, color options, materials, and key functionalities. Make it easy for shoppers to skim.

• Ex: CHARGE SMART: With the in-depth, user-friendly ChargePoint Mobile App, you can control your electric car charger and get access to the app's latest features.

• FAST AND POWERFUL: The NACS plug is compatible with Tesla and works with a 6-50 outlet. Requires a 40A or 50A-rated circuit.

Incorporate Brand Identity: Target often collaborates with popular brands and designers. If applicable, mention the brand’s reputation or any special design partnerships in the description.

• Ex: ChargePoint builds reliable, flexible and innovative EV charging stations for home, business and fleets. You can even charge up at over 565k ChargePoint roaming partner stations for added flexibility and convenience when you’re on the go.

Be Concise but Descriptive: While Target’s platform allows for detailed descriptions, avoid overwhelming the customer. Keep sentences short, informative, and direct.

• Ex: This Level 2 charger charges up to 7 times faster than a 110V outlet, delivering an impressive 30 miles of range per hour.

Include Usage Scenarios: Help customers visualize using the product in their everyday lives by mentioning where, when, and how it can be used. This can enhance the appeal and relevance of the product.

• Ex: Provide everything you need for powerful home charging. Delivering an impressive 37 miles of range per hour, these market-leading EV charging stations feature 50 Amps to charge your vehicle up to 9 times faster than a traditional outlet.

Writing for Walmart

Focus on Value: Walmart customers are typically value-conscious, so highlight cost-effectiveness, durability, and the overall value proposition of the product.

• Ex: Growing families, party enthusiasts, and active swimmers will get the most out of the Funsicle Oasis Designer Pool for years to come in your backyard for a summer full of fun in the water.

Use Simple Language: Keep the language straightforward and easy to understand. Avoid jargon and overly complex terms to ensure the description is accessible to a wide audience.

• Ex: Setup is a breeze with Funsicle's SmartConnect technology: Simply connect the poles together until there’s a “click”, and the above-ground frame pool's structure will remain strong and sturdy all summer.

Emphasize Essential Details: Walmart’s product listings often cater to practical shoppers. Make sure to include critical specifications like dimensions, weight, materials, and any certifications or standards met.

• Ex: Dimensions (L x W x H): 264 x 264 x 52 inches

Leverage SEO-Friendly Keywords: Walmart’s search algorithm values keyword-rich descriptions. Use relevant and popular search terms naturally within the description to improve visibility.

• Ex: The Funsicle Oasis Designer Pool is ideal for anyone looking for a premium pool experience.

Showcase Customer Benefits: Describe the benefits the customer will experience rather than just listing features. For example, instead of saying “lightweight,” say “easy to carry for all-day comfort.”

• Ex: Featuring an elegant Oak Herringbone print liner, this family pool provides a modern style that accommodates about 10 to 11 people comfortably.

Writing for Amazon

Use Bullet Points for Clarity: Amazon customers often skim through product listings, so use bullet points to highlight the key features and benefits. This format is reader-friendly and helps in quick decision-making.

• Ex: Join the legacy Library of 4 iconic arcade classics

• Authentic gaming at its finest

• Enjoy WiFi enabled gaming and unlimited free play

Optimize for SEO: Amazon’s A9 algorithm prioritizes keyword-rich content. Research and include relevant keywords in the title, bullet points, and description, but ensure they fit naturally into the text.

• Ex: Arcade Machine w/ Stand Up Cabinet for Home

Focus on Benefits Over Features: While features are important, customers are more interested in how the product will improve their lives. Clearly articulate the benefits of each feature to appeal to customer emotions and needs.

• Ex: Compete with friends, post scores to leaderboards and download the Companion App to join a community of gamers across the country.

Leverage Customer Reviews: If the product already has positive reviews, consider integrating common themes or praised features into the description. This can build trust and reinforce the product’s value.

• Ex: Built to be part of your collection this compact design fits seamlessly into any décor.

Include a Strong Call-to-Action: Encourage immediate purchase with a strong call-to-action (CTA) at the end of the description. Phrases like “Add to your cart now” or “Don’t miss out on this deal” can help nudge the customer towards conversion.

• Ex: Bring the arcade experience home!

A well-crafted product description can be the difference between a sale and a missed opportunity. By understanding the unique requirements of various platforms, you can effectively capture and hold the attention of potential buyers. Every detail counts, and with the right approach your product descriptions can do more than just inform—they can engage, persuade, and ultimately drive conversions.

To help our brand partners achieve lasting success, we've developed a powerful tool that not only assists our experts in optimizing product listings but also ensures consistent quality across multiple marketplaces. Our Listing Doctor analyzes catalog and marketplace data to enhance and monitor listing performance. Contact us today to discover how your brand can leverage tools like this to refine product descriptions, reduce operational costs, and accelerate revenue growth.