How to Write a Product Description for Marketplaces: Best Practices and Tips
- Anil Gandharve
- Feb 23
- 10 min read
Updated: May 6
What do a digital marketplace and a Christmas market have in common?
Both are super packed with competition, and the right product story makes your brand stand out.
Imagine walking through a Christmas market. You stop at a stall where a vendor passionately describes their candles and how they make any winter night feel magical.
A few stalls down, another vendor sells candles too, but their sign simply says: "Handmade Candles - £10." No details. No story.
Selling online is no different. Marketplaces are crowded, and your product needs to grab attention fast. A great product description isn’t just a list of features—it’s your chance to spark interest, create desire, and turn browsers into buyers.
Understanding Product Descriptions
What is a Product Description?
A product description is more than just words on a page — it’s your PDP (Product Detail Page) powerhouse. It tells shoppers what the product is, what it does, and why they need it.
But a great product description does more than just inform. It sells. It helps customers visualise the product in their lives, making them feel like they really need it before they click “Add to Cart.”
Why Product Descriptions Matter
Think of your product description as your salesperson on the digital shelf. In a Christmas market, a customer can touch, feel, and try a product.
Online, your words do all the heavy lifting. A strong product description removes doubts, builds confidence, and drives conversions.
SEO Boost: The right keywords help your product get found in search. By using the AI technology you can smartly place the keywords in product descriptions to get your organic search ranking higher.
Emotional Connection: A compelling story turns a casual browser into a buyer. Gen AI tech can tell your product story in your brand language and personalized to your customers segments for the marketplace. Make it count and use it for your advantage!
Fewer Returns: Clear, detailed descriptions set expectations, reducing returns and complaints. Another magic trick that Gen AI technology can bring is to use the data from digital shelf analytics and your customer reviews into your product descriptions. That builds trust with your customers.
If your product description is just a list of specs, you’re leaving money on the table. The right words don’t just describe—they sell.
Key Elements of a Product Description
Knowing Your Marketplace Audience
Every marketplace attracts a different type of customer, and a one-size-fits-all approach won’t get you conversions. The way you sell on Amazon is different from Walmart, Sainsbury’s, or any niche marketplace. Customers have different expectations, shopping habits, and triggers that drive them to buy. This is where Amazon SEO optimization plays a crucial role in tailoring your strategy to meet the unique demands of Amazon shoppers.
Here’s how to use Ai technology to tailor your descriptions for maximum impact:
Identify your ideal customer – Who are they? Are they bargain hunters, premium buyers, or brand-loyal customers? What problems do they need solved? Lots of this data is available from the digital shelf analytics tools nowadays. But using this data at scale is impossible with manual efforts. That’s where AI technology comes in. AI tech can help you make sense out of all of this data effortlessly!
Analyze customer reviews – Look at what buyers love or complain about in similar products. This data is available on the marketplaces but it is hard to use. AI technology can help you with that too.
Match your tone to your audience – Gen Z? Keep it casual, fun, and engaging. B2B buyers? Be clear, professional, and to the point. Luxury shoppers? Focus on exclusivity and premium craftsmanship. Your brand voice plays a crucial role in positioning your products. Use it to your advantage!
Optimise for each platform – Amazon favours keyword-rich, benefit-driven copy. Walmart shoppers expect practical, trust-building details. Sainsbury’s buyers may respond better to sustainability and ethical sourcing - and the list goes on!
How can you do such a level of optimization if you were to do it all manually? That’s where tools like Genrise.ai come in handy.
Highlighting Features and Benefits
Shoppers don’t just care about what a product is — they care about what it does for them. A great product description connects features to real-world benefits.
Feature: “Stainless steel water bottle with vacuum insulation.
Benefit: “Keeps drinks ice cold for 24 hours—perfect for hot summer hikes.”
Write FAQs and product pages to share details about how to use your product.
Pro Tip: Use bullet points to break down key benefits. Make it easy for buyers to skim and quickly see why your product is the best choice.
Product Description Sample
Genrise.ai Product Description Example
Title: Rice Krispies Treats Crispy Marshmallow Squares, Kids Snacks, Cereal Bars, Snacks Variety Pack, Bulk Size, Original, 4.66lb (96 Count) Case
Bullet Points:
Rice Krispies Treats cereal bars are the perfect addition to your snack variety pack
Indulge in the perfect combination of crispy, oven-toasted rice cereal and fluffy marshmallows in every bite of this classic snack
Add some excitement to your child's day with our marshmallow snack bars
Long Description: Enjoy a variety of snacks with Rice Krispies Treats Original crispy marshmallow squares. These individually wrapped bars are perfect for school snacks, office treats, or on-the-go snacking. With the classic taste of soft marshmallows and crispy rice cereal, these bars are an irresistible treat that everyone will love. They're also great for birthday parties, gameday BBQs, and gift baskets. This snack package includes a value pack of assorted snacks to satisfy any sweet craving. Pair them with an ice-cold glass of milk or get creative by adding toppings like chocolate for a fun dessert option. Get your bulk snacks today and enjoy the convenience of having delicious cereal bars at your fingertips.
Guide On How to Write a Product Description using Gen AI
Researching Your Digital Shelf Thoroughly
Before you even start writing, understanding your digital shelf is key. The more data you gather, the better your digital shelf optimization efforts will be—helping you enhance product descriptions to boost visibility, conversions, and sales. Here’s how to take a deep dive into your product’s performance and get the required data in place.
1. Research SEO Keywords
Your product won’t sell if no one finds it. That’s why keyword research is the foundation of a high-converting product description.
Identify the right keywords – Work with your brand teams or your SEO agencies to find high-volume, low-competition search terms relevant to your product.
Check competitor rankings – What keywords are similar products ranking for? If they’re outperforming you, it’s time to adjust your strategy.
Prioritise long-tail keywords – “Stainless steel insulated water bottle” has less competition and higher conversion potential than just “water bottle.”
Pro Tip: Use Gen AI technology to make sense out of the keywords data - intelligently group these keywords based on their relevance and place these based on the optimization rules.
2. A/B Testing: Find What Converts Best
Not all product descriptions are created equal. What works for one product category or a marketplace might not work for another. A/B testing helps you figure out which formats, tones, and structures drive the most sales.
Test different headlines – Does a benefit-driven title (“Stay Hydrated All Day with This Leak-Proof Bottle”) perform better than a straightforward one (“Stainless Steel Water Bottle”)?
Experiment with tone – A playful, conversational tone might work for one marketplace, while a straightforward, factual approach might suit another segment.
Compare short vs. long descriptions – Does your audience prefer quick, scannable bullet points, or do they engage more with detailed storytelling?
Pro Tip: Track conversion rates, bounce rates, and time spent on page to see which description drives higher engagement and sales. Use Gen AI agents to fine-tune with this data and automatically pick the relevant pieces for your product description.
3. Use Digital Shelf Analytics (DSA)
Your digital shelf is constantly changing, and real-time analytics can give you an edge. DSA tools help you track how your products are performing compared to competitors.
Monitor share of search – Are your products appearing in top search results, or are competitors dominating?
Analyse price positioning – Are similar products priced lower? If so, do you need to adjust your value proposition or bundle offers?
Check content effectiveness – Are your images, descriptions, and enhanced content as compelling as your competitors'?
Example: If your competitor’s product ranks higher despite fewer reviews, their description and keyword strategy might be stronger. Use Gen AI technology to adjust dynamically. Genrise agents learn based on dynamic feed from analytics tools and smartly optimize the content.
Optimizing Your Product Title
Your product title is the first thing shoppers see — and in a split second, they decide whether to click or scroll past. It’s not just a name; it’s a trigger that can make or break your conversion rate.
But here’s the challenge:
Your title carries weight – On most marketplaces, it accounts for up to 40% of your search ranking.
Every marketplace has different rules – Amazon, Walmart, Target and Sainsbury’s all have unique title length limits, keyword placements, and formatting guidelines.
Balancing engagement and compliance is tricky – A great title should be keyword-rich for SEO without sounding robotic or violating marketplace rules.
How to Build a High-Performing Product Title
Start with the most important keyword – The first 3-5 words matter most for ranking and click-through rates.
Use a clear structure – Follow a retailer defined format like Brand Name + Brand Sub Name + Flavour + Keywords + Product Type + Packaging Type + Weight + Count per package..
Keep it scannable – Long, cluttered titles confuse shoppers. Prioritise clarity while still fitting key information.
Avoid keyword stuffing – "Stainless Steel Water Bottle, Leak-Proof, BPA-Free, Insulated, 24-Hour Cold, 12 oz, Travel Mug, Eco-Friendly" is overwhelming. Instead, blend keywords naturally.
Follow marketplace rules – Overuse of caps, special characters, or misleading claims can result in penalties or suppression. Avoid using special characters [‘~’, ‘!’, ‘*’, ‘$’, ‘#’, ‘^’, ‘`’, ‘@’, ‘/’, ‘|’].
Using Generative AI in Title Optimization
Creating the perfect title while juggling marketplace rules isn’t easy. That’s where AI-powered tools like Genrise.ai change the game.
Trained for compliance – Genrise.ai fine-tunes product titles to meet specific retailer guidelines while avoiding penalties.
Keyword-optimized – AI intelligently places high-impact keywords where they matter most, helping you rank higher than competitors.
Scales effortlessly – Need thousands of titles optimised at once? Genrise can generate, test, and refine them in seconds.
Balances creativity and ranking – Unlike manual methods, AI finds the sweet spot between being engaging and search-friendly.
Structuring Product Bullet Points
Bullet points are the third most important element of your product page—right after the title and hero image. Shoppers skim them within seconds, so they need to be concise, impactful, and optimised for search.
But here’s the challenge:
Retailers have different length constraints — what works on Amazon might not fit on Sams Club.
Product claims must be accurate — misleading information can lead to penalties or legal issues. Using the right words to explain your product is key.
SEO matters — bullet points need to include primary and secondary keywords naturally without sounding forced.
Striking the right balance between compliance, clarity, and conversion isn’t easy—but AI-powered tools like Genrise.ai can handle it all at scale, tailoring bullet points to each marketplace while keeping them SEO-friendly and legally sound.
Using SEO Keywords the Right Way: Keywords drive search rankings, but forcing them in unnaturally can hurt conversions instead of boosting them. The key is to integrate them seamlessly while following best practices for density, placement, and variation.
How to Optimise Keyword Placement using Gen AI tech:
Each bullet should include 1-3 primary keywords naturally.
Use 8-10 keywords per 100 words to maintain keyword relevance.
The first sentence must contain a primary keyword within the first 5 words.
Keyword Density Guidelines:
Primary Keywords: 5-7% of total word count.Secondary Keywords: 3-5% to support the primary terms.Affinity & Synonyms: At least 10% of the total primary keyword usage should include related terms to improve ranking diversity.
Ensuring Keyword Coverage:
100% Coverage Rate – All primary keywords must appear at least 3 times throughout the content.No Keyword Stuffing – Avoid repeating the same keyword within 10 words or a single sentence to keep readability smooth and engaging.
When done right using a repeatable technology, keyword placement doesn’t just boost rankings — it drives conversions.
Finally, while writing the bullet points focus on Benefits, Not Just Features
Creating a Long Product Description
Your long product description needs to inform, persuade, and convert. This is where serious buyers look for detailed information before making a purchase decision. It’s your chance to differentiate your product by showcasing unique features, sustainability efforts, key ingredients, and expert tips.
A well-crafted long description not only improves search rankings but also builds buyer confidence, leading to higher conversions and fewer returns.
But writing an effective description isn’t just about listing features. You need to:
Optimise for SEO – Weave in primary and secondary keywords naturally to improve search visibility without keyword stuffing.
Adapt to each marketplace – Amazon, Walmart, and Sainsbury’s have different content rules, character limits, and formatting restrictions. A one-size-fits-all approach won’t work.
Use FAQs strategically – If allowed, FAQs answer common buyer objections, improve discoverability, and reduce cart abandonment.
Prioritise readability while ensuring product claims are accurate – Shoppers skim, not read. Use short paragraphs, bold key points, and bullet points to keep it digestible while complying with claims data.
Use Gen AI tools like Genrise to generate high-quality product descriptions that:
Maintain your brand voice
Are customised to each marketplace
Use SEO keywords naturally
Ensure product claims are accurate
Scale effortlessly—from weeks of manual work to minutes
Use AI to Generate High-Performing Product Descriptions
Skip the manual work and let AI do the heavy lifting. Genrise processes data from digital shelf analytics, prioritises keywords based on placement strategy, and optimises content across all your product content attributes — all in minutes instead of weeks!
Why spend weeks writing product descriptions when AI can do it in minutes?
Frequently Asked Questions
1. What are some examples of sensory language used in product descriptions?
Sensory language helps shoppers visualize and feel the product. Examples include:
"Indulge in the perfect combination of crispy, oven-toasted rice cereal and fluffy marshmallows in every bite."
"Keeps drinks ice cold for 24 hours—perfect for hot summer hikes."
"Soft, cloud-like memory foam cushions your feet for all-day comfort."
2. How can I effectively use social proof in my product descriptions?
Use customer reviews: Highlight positive feedback and address common customer praises.
Mention awards or endorsements: If your product has industry recognition, include it.
Showcase popularity: Phrases like "Bestseller on Amazon" or "Over 10,000 happy customers" add credibility.
Use UGC (User-Generated Content): Reference real customer experiences and testimonials.
3. What are the best ways to make product descriptions scannable?
Use bullet points to highlight key features and benefits.
Break up text into short paragraphs for easy readability.
Include subheadings for different sections (e.g., Features, Benefits, Usage).
Bold key phrases to guide skimming readers.
4. How do I set and measure KPIs for product descriptions?
Conversion Rate: Track how many visitors turn into buyers.
Search Ranking: Monitor how well the product ranks for relevant keywords.
Bounce Rate: See if shoppers leave the page quickly or stay engaged.
Time on Page: A longer duration suggests shoppers are reading the description.
Return Rate: Clear descriptions reduce returns by setting the right expectations.
5. What are some common generic phrases to avoid in product descriptions?
Avoid vague, overused phrases that don’t add value:
“High quality” → Instead, describe what makes it high quality.
“Best in class” → Show proof with awards or performance metrics.
“Great value” → Explain why it’s a great value with features and pricing.
6. How do bullet points enhance the readability of product descriptions?
They break down information into bite-sized, easy-to-read pieces.
They highlight key selling points quickly for shoppers who skim.
They improve search rankings by placing keywords naturally.
They organize features and benefits clearly for a better buying decision.
7. What role do high-quality images play in making product descriptions scannable?
First impressions matter – images grab attention before text.
They reduce confusion – showing product details prevents buyer hesitation.
They build trust – professional images make the product feel premium and legitimate.
They improve conversions – multiple images from different angles help shoppers visualize the product.
