If you’re familiar with e-commerce, then you’ve seen product description examples. They're written excerpts that provide buyers with important information on the product. Although they're short and brief, they play an important part in the buying experience.
For example, say you want to buy a plain white T-shirt on Amazon. What are the first things you look for, besides price and brand? You’ll probably want to know what size fits you, so you look to the product description.
You see that a medium size fits your physique, but something else catches your eye. The shirt is one hundred percent cotton. That's even better, because you love cotton and hate the feel of polyester. Having found the perfect size and material, you then decide to buy.
Now, imagine the same shirt, but this time there’s no product description. Would you still buy the shirt? Not likely, because you don’t know what you're buying! This is the kind of difference a production description can make.
But there’s a catch.
In 2019, e-commerce sales grew over 17.9 percent, and the industry will continue to grow. This means the competition is more fierce than ever. That’s why having unique product descriptions will help your e-commerce store stand out in 2020.
Yes, you still need to provide sizing for your white T-shirt, but there are thousands of other shirts on Amazon. How do you differentiate yourself?
If you're having trouble, then look no further. Here are 7 great product description examples that’ll inspire you.
Dollar Shave Clubs is a titan in the e-commerce male grooming industry. So it’s no surprise that their product description also reflects that. Here’s the description for their flagship razor “The Executive”.
"The final frontier - it’s like a personal assistant for your face...What do you get the bathroom sink that has everything? The Executive Razor. This stainless steel blade is muy successful. Muy sexy. Weighty, substantial handle delivers the ultimate compliment to the man who understands. And the shave is so buttery, it feels like you’re carving turns through a virgin Wyoming snowfall."
Well, this is certainly different from your average description on Amazon.
What makes this work so well is the humor and style. You see, Dollar Shave Club has created a stylized persona. The company embodies the “fashionable, well groomed, handsome man” and that’s also what they want the customers to feel.
The description reflects that perfectly . It’s suave, funny, confident, and just the right amount of corny.
The main takeaway is that your product description should reflect your company’s brand personality through language. This is a great strategy to differentiate you from your competitors.
Another of the best product description examples is for Michelle Obama’s best-selling memoir, Becoming on Amazon:
“An intimate, powerful, and inspiring memoir by the former First Lady of the United States. #1 NEW YORK TIMES BESTSELLER • OPRAH’S BOOK CLUB PICK • NAACP IMAGE AWARD WINNER.”
This product description example is short, to the point, and uses a very powerful weapon. Leverage.
This example is overloaded with credit and authority. It uses Michelle Obama’s name and reputation, as well as any awards, features, and rankings.
If your product has any authority it can leverage, such as a feature in a magazine, then be sure to include it in the description.
A plaid shirt is common and simple. You see it everywhere, and you can probably buy it for cheap at Walmart. However, a well-written description can turn a common shirt into something completely different. Here’s a product description from Taylor Stitch, an online men’s clothing shop.
“It’s easy to get lost in the morass of shirting options, so we like to follow a few rules to cut out the riff raff: a great shirt should look fantastic, it should be comfortable and rugged enough to wear every single day, and it should be built responsibly. If you’re reading this, you probably have a similar set of expectations, and you’re in luck—The California checks those boxes and then some.”
This description is very conversational.
"Comfortable", "rugged", and "built" are the main features of this plaid shirt. You can very well describe it with bullet points. Instead, they expressed it in a more intimate way. First, they describe the item in a few sentences. Then they speak to the buyer directly when they say "you".
This builds a personal connection with the reader, and the stronger the connection, the more likely they will buy.
In a similar vein to the previous example, clothing e-commerce store Lululemon also speaks to its target audience. Here’s a product description example for their athletic wear, a half-zip jacket.
“Why we made this. Shorter days won't slow you down. Perfect your pace in this cozy, cropped half zip with plenty of reflective detail.”
Although it’s short, this product description does one thing very well. It knows its targeted audience, which in this case, is runners.
In the description, it puts the reader in a scenario that a runner might experience. The thing is, if the reader is not a runner, then this description might not have as much impact.
However, if the reader is a runner, then they’ll relate and connect to this product very well. The most effective product description examples are ones that target specific customers.
“Super warm. Super cool. Super super. So many Supers, so many ways to wear it. As seen on Bella, Kendall and tons more below. Check @aritzia for all the outfit ideas and tag us in your Super.”
On their website, they combined this simple product description with a whole gallery of pictures of people wearing the jacket. Not just professional models, but rather everyday people. Also, they’ve included a call-to-action within the description.
This strategy takes advantage of social media sites like Instagram or Twitter, where image sharing is booming in popularity. Doing so doubles as a promotional tool.
Stories are a great way to attract and entertain readers. However, can you do that using product description examples?
The answer is yes. In fact, Arhaus, an online furniture store, does it all the time. If you go on the Arhaus website, you actually won’t see the word “description”. They use the word “story” instead.
“Inspired by vintage Parisian club chairs, our Alex Collection mimics the chic, sophisticated seats that peppered smoky French cigar bars during the 1920s. Classic high-backed silhouettes are luxuriously upholstered in our premium, aniline-dyed leather for timeless style and charm. Sustainably sourced hardwood frames are built by upholstery artisans in North Carolina—featuring eight-way hand-tied springs beneath seat cushions and sinuous springs behind backrests for resilient “sink-into” comfort. Swivel and reclining chairs house durable steel mechanisms, which move effortlessly. A simple pushback motion allows either semi- or fully reclined positions.”
Now, this isn’t really a story with an exciting conflict and resolution. Instead, it reads like a short history lesson. So, when you are buying the chair, you aren’t just buying leather and cushions.
Instead, you are buying a piece of a story and that’s powerful.
In your product description, consider adding on a story to it. What’s so special about your product? Does it have a history?
People latch onto stories, and if your product has a story, they’ll latch onto it too.
Much like Arhaus, Bluebottle also uses story in their product description examples. In this case, they are selling a coffee bean blend called “Ethiopia Gera Abana Estate Natural”.
At first glance you might be confused as to what the name means, especially if you only get coffee from Starbucks. This is where the description comes in.
“Natural processing is the oldest way to turn coffee cherry into a coffee bean. Originating in Ethiopia centuries ago, the technique involves drying the fruit past the point of a raisin to extract the two seeds inside. Today, Abana Estate has one of the most exacting approaches to the method going. They mound rainforest-grown heirloom Arabica cherry into piles, rotating them every few hours for even drying beneath the sun. In the cup, the polychromatic result frees you from any fixed idea of what coffee should be—and reveals what coffee has been all along.”
This product description example feels like a mini history lesson. So, after reading this, the name of the coffee bean makes sense. You now know what Abana Estate is, and you’ve learned an ancient coffee extraction technique.
This might seem simple, but providing a small piece of knowledge counts as value. Giving value is a great way to connect with readers, and they’ll be more likely to buy.
These are 7 great product description examples, and you can use them to help write your next description. There are great takeaways from each:
Write with humor and style
Leverage any authority and credit
Keep your target audience in mind
Use other media such as pictures and social media
Describe through storytelling
Educate and give value
When writing your description, remember that you don’t have to cram every technique in. Use whatever works for your product.
At the end of the day, a description serves to inform and convert.
A great description is like a great closer. They connect with potential buyers and turn them into customers. If you are looking to hire writers to do it for you, then consider hiring a closer in print.
Justin Xu is a copywriter and blogger. He is certified by Dan Lok's High-Income Copywriter program, and is on a mission to help your company grow.Hire Justin