A clear and crisp presentation of the Amazon product description causes many a merchant great difficulty. However, it is very important to highlight the information relevant to the purchase and to present an appealing product description in the Amazon listing. Optimized formatting of the product description with HTML tags has a particularly positive effect on the proportion of visitors who buy, the so-called conversion rate.

HTML in the product description

HTML stands for “Hypertext Markup Language” and is the basis of every website. It is a standardized programming language on the web that can be used to assign certain properties to a section of text, which in turn are interpreted by the Internet browser and displayed to the user accordingly. An HTML tag represents a specific code snippet. Certain HTML attributes also play an important role for search engine optimization (SEO). For example, there is the Strong tag, which gives the selected text section a special emphasis. The highlighting of words and sections formatted with the strong tag are not only visible to the user’s eye, but are additionally weighted higher by search engine ranking algorithms than, for example, a regular paragraph.

Format product description using online HTML editor as a tool

If you have no experience with HTML yourself, you can format the product description in a suitable HTML editor and insert it at Amazon via Seller Central. You don’t need to use a special Amazon HTML editor for this, a conventional HTML editor like this online editor is already quite sufficient. However, you should always keep in mind that Amazon does not allow all formatting options that exist in HTML, but only a certain selection. However, this does not matter insofar as you do not need all the available formatting by a long shot, but only those that really make sense and offer added value to the potential buyer. When in doubt, always refer to the design guidelines or contact vendor support. To begin with, it is also a good idea to test any changes on a small sample of product descriptions first.

Increase conversion with A+ content

The so-called A+ content is an extension of the standard product description on the item page, which according to Amazon can increase conversion by 3-10%. This area is usually composed of images and text and offers space for visually appealing, interesting and explanatory content about the product, brand or company. If you want to use A+ content yourself, you can choose from various, freely selectable templates in Vendor Central on Amazon, which you can combine flexibly according to the modular principle.

The advantages of A+ content

A+ content not only supports a high-quality brand presence on Amazon, but also has a positive impact on sales. And what’s more, it’s completely free of charge! Benefit from these and other advantages with A+ content:

• Increased conversion rate
  If the A+ content is optimally targeted to the desired audience, the conversion rate can increase. This can have a positive impact on visibility in Amazon and Google search. This will help you achieve better rankings and generate higher sales.
• Google indexing
  Additional keywords can be included in Amazon A+ content that could not be accommodated in other places, such as title, product description or bullet points. This offers sellers on Amazon the advantage that product detail pages usually appear at the top of Google search results and ideally means additional traffic and visitors who would not have landed on the product page without A+ content.
• Sales-activating content
  A+ Content provides scope for engaging, interesting and explanatory text and graphics. You can use up to 1000 characters depending on the template you choose, which gives you the opportunity to show creative and exciting details about the product, brand or company. However, you should definitely make sure that you do not overload the product detail page with too much text. Rather, weigh up beforehand which information is relevant for the Amazon user and work out a suitable concept for presentation.
• Targeted product description
  The regular content of the product description is mainly used for relevant information about the respective item. A+ content, in contrast, targets previously defined business objectives and relies on a target group-specific approach, which is an important criterion for intuitive purchases.
• Cross- and Up-Selling
  Amazon offers A+ templates that include so-called cross- and up-selling tables. Such tables offer you the opportunity to present your own product portfolio in direct comparison on the product detail page, thus ensuring greater transparency and higher sales.

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