Writing Clear Product Descriptions for Online Stores

Only 1% of Amazon sellers are optimizing for Rufus. But they're getting 99% of the benefits. Here's how to join them (before everyone else): Most sellers treat Amazon like it's 2015. Stuffing keywords. Writing awkward titles. But Amazon’s AI, Rufus, is built for conversation, not keywords. What does "Rufus-optimized" content actually look like? 1. Write for Real-Life Questions Skip keyword-stuffing. Answer actual customer questions: "What's the best blender for smoothies?" "Is this safe for kids?" Use clear headings, simple FAQs, and conversational language. 2. Show Use Cases & Context Not what your product is—what it does: "Perfect for busy families prepping meals fast." "Ideal post-workout recovery drink." Rufus rewards relevance, not just keywords. 3. Include Specific Details AI loves specifics: Material, size, compatibility, exact benefits. Avoid fluff like "best ever" or "premium quality." 4. Clear Language Beats Branded Fluff Ditch jargon. Clear is better: Bad: "This gizmo revolutionizes your life!" Better: "This purifier removes 99.9% of allergens." 5. Structured & Scannable Content Wins Bullets, lists, and Q&A formats are your friends. 6. Align Across Your PDP Rufus reads it all: Title Bullet points Description A+ content Consistency amplifies your product's relevance. 7. Focus on Concepts, Not Just Keywords AI understands context: Protein powder should relate clearly to fitness and recovery. Bonus: Keep an eye on how Rufus answers queries. Adjust your content based on what's working. AI content is the new SEO. Stay ahead before everyone else catches on.

A great Amazon product description can make the difference between a customer clicking "Add to Cart" or moving on to the next option. Here’s how to create one that converts: 1. Focus on Benefits, Not Just Features: Customers want to know how your product improves their life. Highlight the features, but tie them to real-world benefits. 2. Use Clear, Concise Language: Avoid confusing jargon or overly complicated terms. Clear language helps customers quickly understand your product. 3. Optimize for Keywords: Incorporate relevant search terms naturally. This improves your product’s discoverability without sounding like a keyword-stuffed sales pitch. 4. Break Down Information: Use bullet points to highlight key features. It improves readability, especially for mobile users. 5. Tell a Story: How does your product solve a common problem or meet a specific need? Stories help humanize your product and build trust with potential buyers. Is your product description helping you stand out or blending in?

Most product pages don’t Convince. They Confuse. Here’s how to fix that… Most PDPs either drown users in unnecessary text or leave them guessing about critical details. Neither approach works. The key is clarity, empathy, and economy of words. Start by focusing on the end use case. Customers need to see, almost instantly, that this product solves their problem. This doesn’t require paragraphs—just a sentence or two. What’s the benefit? What’s the biggest concern they might have? And how are you eliminating that friction? Think of a seasoned in-store expert. They don’t ramble; they ask the right questions and give precise answers. Your PDP should replicate that experience. Speak directly to your customer’s needs, their anxieties, and their goals. Above the fold, keep it brief. Explain why this product fits into their life and motivates action. Below the fold, you can expand into the details—specifications, materials, dimensions—for those who need more to make a decision. We’ve seen this approach transform PDP performance. One baby clothing brand thrived early on because the founder instinctively knew her audience’s pain points and crafted content that addressed them head-on. As the brand scaled, staying this focused on the customer’s journey became harder—but the principle of clear, empathetic communication never changed. PDPs that connect don’t just sell—they build trust.

Studies show the average online shopper spends just 2.6 seconds evaluating a product. In retail? Even less. After testing dozens of product description styles at Obvi, here's what we found that works both online and irl… So we used to be guilty of the classic DTC move: walls of text above the fold. Shoppers didn’t love that. Then we A/B tested everything in between: Long-form content 📚 Minimal text All lifestyle pics Pure product specs But here's the thing - testing alone isn't enough. You need to know what your customer ACTUALLY cares about. Not what you think they care about. We spent months understanding our customers' concerns about supplements: - Safety questions - Expected results - How it fits their lifestyle Key learning → when it comes to your above the fold content, your customer needs exactly 3 things: - What it is (quick description) - Why it matters (core benefits) - How to use it (simple steps) Everything else is probably a distraction. For your PDP → That means a 2-sentence description max, checkmark-style benefits (✓), and super simple "how to use." The real magic? Your image carousel. We mix lifestyle shots with clean infographics. Half vibe, half value prop. This is where your creativity has to shine. And it's not just about looking pretty. Every design choice needs to serve a purpose. 🎯 For retail: Your packaging should pop first, inform second. Same principles, different battlefield. This is where art meets science →  - Research tells you what matters - Testing shows you what works - Creativity makes it impossible to ignore Think hierarchy. Think impact. Think speed. Because whether they're scrolling or shopping IRL, you've got seconds to make your case. Don't waste them on fluff 💎