Download Target Audience Analysis

Amazon Product Description Copywriting
Information Questionnaire
Once you have finished, please email your questionnaire to
[email protected]
and insert your product name in the subject line.
This document is designed to uncover information about your products and
customers, their needs and the ways in which the items you sell can fulfill those
needs. Please keep in mind that copywriters don't make up information about
your products. We have to have full details to start with and then - using that
information - we can craft a compelling and engaging message for shoppers to
entice them to buy from you. The more detail you can provide, the better your
copy will be.
Your Name :
Your Email Address :
Name of Your Product:
Your Brand Name:
Provide the link to YOUR product on Amazon:
Provide the link to your #1 competitor on Amazon for this product. You can
provide more than one if you want:
Is there other information about this product (on a manufacturer's site,
YouTube videos, etc.)? If yes, list the URLs here:
This questionnaire is the sole property of Marketing Words, Inc. and is for use with projects
involving Marketing Words and its clients only. Use of this questionnaire for purposes other than those
mandated by Marketing Words, Inc. is strictly prohibited by law. © 2004-2015, All rights reserved.
We MUST have either a sample product, pictures of your product or both of
your EXACT product (not a competitor's product that is sort of like yours). If
your pictures are already in your current Amazon listing you do not need to
email them to us.
-------> Are you sending a sample, pictures or both?
Shipping Address is:
Marketing Words
Karon Thackston
2211 Ridgeview Road
Elgin, SC 29045 USA
Please note: If you sell supplements or OTC medical treatments we only need to see
pictures of labels/product packaging that shows the front and the ingredient label.
About Your Amazon Account
What category are you selling in:
Is your account limited in any way? (Only allowed bullets of 100 characters?
Title a certain length? Etc.)
Is this the very first product you have ever sold on Amazon?
Formatting Your Amazon Listing
Titles
Amazon is cracking down on titles that include (what they call) "marketing
language," titles that violate character limits and those that include symbols such as
! * $, etc. While title requirements can vary from category to category, the basic
layout of an Amazon-recommended title is:
[Brand] + [Pattern Name/Material] + [Product Type] + [Model Number (if
applicable)], + [Size/Style] + [Set Quantity] + [Color]
Amazon is currently in the process of correcting conflicting information in the Style
Guides, Seller Central pages and flat files so that all information is consistent. You
should check the title requirements for your category for complete details.
Download the Style Guide (Inventory Template) for your category and look for the
This questionnaire is the sole property of Marketing Words, Inc. and is for use with projects
involving Marketing Words and its clients only. Use of this questionnaire for purposes other than those
mandated by Marketing Words, Inc. is strictly prohibited by law. © 2004-2015, All rights reserved.
information about maximum characters for titles. Scroll to the bottom of this page
and look in the 3rd column entitled "Style Guides."
A general guideline for length is below.
-----------> Do you want the title for this listing written strictly according to
Amazon's title criteria?
Key Product Features (Bullets)
We typically recommend feature bullets (the 5 bullets at the top of your
listing) of about 150-200 characters unless your listing has restrictions on
bullet length.
This questionnaire is the sole property of Marketing Words, Inc. and is for use with projects
involving Marketing Words and its clients only. Use of this questionnaire for purposes other than those
mandated by Marketing Words, Inc. is strictly prohibited by law. © 2004-2015, All rights reserved.
-------------->
Do you have a preference on the length of the bullet points?
Product Descriptions Using HTML
HTML (the coding that creates bold, bullet points, etc.) in the Product Description
section of your listing is not allowed according to Amazon's terms of service (TOS)
with the exception of the paragraph tag which allows for spacing between
paragraphs. However, we understand that a great many sellers want to use this
anyway because it makes the Product Description section much easier for shoppers
to read.
Here is an example of a listing that uses HTML in the Product Description section to
create bold, line breaks, etc. Here is a listing that does not use HTML.
------------->
Do you want us to use HTML for bolding and bullets
when we create the Product Description of your listing even though it is
against Amazon's terms of service?
If you are unsure about whether your listing can take longer titles or display
HTML, please do the following tests and enter the results below.
Enter the test feature bullet below. It is 209 characters:
We hold these truths to be self-evident, that all men are created equal, that
they are endowed by their Creator with certain unalienable Rights, that
among these are Life, Liberty and the pursuit of Happiness.
Did you get an error?
I’d also put this into your product description:
<p><b>Testing for HTML acceptance.</b></p>
<p>Is it showing up as bold above?</p>
Did you see the first line in bold?
You can delete the test copy when you're done.
About Your Customers
Generally speaking, who is your target customer? Describe everything you
know about them… who they are, what they do, how much money they make,
male/female, job title, lifestyle, likes, dislikes, etc. NOTE: This is a vital
This questionnaire is the sole property of Marketing Words, Inc. and is for use with projects
involving Marketing Words and its clients only. Use of this questionnaire for purposes other than those
mandated by Marketing Words, Inc. is strictly prohibited by law. © 2004-2015, All rights reserved.
question. The more information you provide, the better your copy will
communicate with your customers.
There are always friction elements for any purchase, whether products or
services. For what reasons might your potential customers hesitate when
buying this product? (Price too high, don't fully understand the real benefits
of your product/service, complicated checkout process, etc.)
How do you overcome their hesitation?
About Your Product
Why should a customer buy THIS particular product instead of any of the
other hundreds of choices on Amazon? This is critical especially when
competitors are selling the same product or products that are similar. What
exclusive or unique features are associated with your product? Things few
others are offering, a unique way to use the product, etc. Are you bundling the
product with other things? Is your price much lower? Anything that will make
it easy for the customer to choose your item instead of your competition
should be included here.
List the features/benefits of your product. Be sure to include differentiating
factors about the product as well.
Important: If you mention things such as "higher quality" please explain how
the product is higher in quality (example: specific materials your product uses
that the competitors don't, etc.).
1.
2.
3.
4.
5.
This questionnaire is the sole property of Marketing Words, Inc. and is for use with projects
involving Marketing Words and its clients only. Use of this questionnaire for purposes other than those
mandated by Marketing Words, Inc. is strictly prohibited by law. © 2004-2015, All rights reserved.
What’s the biggest pain point that causes customers to need/want this
product? (What need/desire causes people to buy this?)
What top 5 questions do people ask about this product(s)?
1.
2.
3.
4.
5.
Please provide the answers to your top 5 questions below.
1.
2.
3.
4.
5.
Do you offer a guarantee on your product beyond what Amazon provides?
Describe it:
Search Terms
If this is an existing listing, please copy and paste what you have in your 5 Search
Terms fields below.
Conversion Rate
If this is an existing listing, please let us what your current conversion rate is. To
find this, go to Reports > Business Reports.
You want to view the Details Sales/Traffic by Child Item (which is the most
accurate and what Amazon recommends). Don't use that "Parent."
This questionnaire is the sole property of Marketing Words, Inc. and is for use with projects
involving Marketing Words and its clients only. Use of this questionnaire for purposes other than those
mandated by Marketing Words, Inc. is strictly prohibited by law. © 2004-2015, All rights reserved.
This is what you're looking for when you log into the report:
My current conversion rate is: _______% Does this include free or discount
promotions? How many of your sales were from freebie or deep discounts?
This questionnaire is the sole property of Marketing Words, Inc. and is for use with projects
involving Marketing Words and its clients only. Use of this questionnaire for purposes other than those
mandated by Marketing Words, Inc. is strictly prohibited by law. © 2004-2015, All rights reserved.