Amazon's Copywriting formula..... #54

Adrian Dionisio - business737 owner
Jan 26, 2022
3 min read

Updated: Apr 25, 2024

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This article will show

The template Amazon uses for all their copywriting

Why this template is so effective

How using this copywriting makes them profitable

Copywriting. ....What is the end goal?

It is to convince your target customer that your product offering will solve their need and offer them value.

When done properly it can be very profitable for any business. Amazon have proved this beyond doubt.

Let's find out how they write text with maximum impact.

Amazon's Template for writing Ads

Use less than 20 words per sentence
Replace adjectives with data
Remove redundant fluff words
Do the "so what" test
Be objective

1. 20 Words Or Less Per Sentence

Keep your sentences short. The shorter the better. Your sentences should focus on one idea. This makes the communication smoother. Short sentences help break down the info into bite-size pieces. Use less than 20 words per sentence.

Digestible info = Retained info

How to shorten your sentences

Many writers put too much information into one sentence. Just because thoughts are related, doesn’t mean they should all be in the same sentence.

break up sentences into shorter ones
have each separate idea within a sentence
connect the sentences using transition words

Transition	Example word / phrase	Example Sentence
Cause & Effect	Therefore / as a result, so/ consequently	I'm tired. Therefore, I'm going to sleep
Clarification	that is to say / in other words / to clarify	We're letting you go. In other words, you're fired.
Contrast	But / however / on the other hand	I don't like fruit. However, I do like pears.
Example	For example / for instance	In the evening I like to relax. For example, I like to read.
Emphasis	Aove all / most importantly / certainly	There are many reasons to exercise. Above all, it keeps you healthy
Enumeration	Firstly / secondly / further / and / moreover / in addition	Today, I'm going to write a post. In addition, I'm doing some cooking.
Time	Meanwhile / during / subsequently / after that	I'll start by telling you a story. After that, we can discuss.
Similarity	Likewise / similarly / in the same vein	She really tried hard. Similarly, he also gave everything.
Summarise / conclude	In conclusion / to sum up / in short	In conclusion, make sentences shorter.

Short sentences allow you to be succinct and direct.
Short sentences improve readability.
Short sentences are more striking.
Short sentences prevent you from overthinking
Count commas
One thought per paragraph

2. Replace Adjectives With Data

“When you catch an adjective, kill it. No, I don’t mean utterly, but kill most of them—then the rest will be valuable.” Mark Twain

Amazon writers replace adjectives with data. Common adjectives are vague. They don’t help consumers visualize the context. Data does.

Therefore Amazon copywriters intentionally avoid adjectives and adverbs.

Adjectives are imprecise and don't contribute to making a decision.
People often react negatively to buzz words
Qualifications are more effective with data.

Sales increased 40% due to promotions

98% of Amazon prime members chose this option

3. Eliminate Fluff Words

Fluff words take away from the story. They're vague. Boring. If you must use adjectives then use descriptive adjectives. NOT interpretive adjectives.

Interpretive - We went on a long boat ride.

Descriptive - We went on a 5-hour boat ride.

The first sentence makes the reader guess how “long” the boat ride was. The second sentence tells them how long. No need to guess.

4. The “So What” Test

Re-read your writing and ask “so what?”

Can the reader understand the sentence, paragraph, or page? Does it make sense? Does it provide value? Are they learning?

The “So What” test helps you understand their perspective. Readers don’t want to guess -- they want to know.

5. Be Objective

Be objective, use the active voice.

Use Subject-Verb-Object Sentences.

Put the subject first and have it perform an action. It is the most direct way to write a sentence.

Use this sentence structure to be clear.

Who/what are you writing about.

What did they do.

What was acted on.

For ex: An Amazon Prime Member wrote a 5-star review.

Subject: Amazon Prime Member

Verb: Wrote

Object: Review

The passive voice, when an action happens to a subject, creates clunky sentences that use more words. Subjective writing lacks facts and data. They’re supported by points of view and observations.

Example: I think Amazon members are happy with 2-day shipping.

This is a point of view. There is zero proof.

Objective writing on the other hand can be confirmed through data and facts.

Ex: We increased customer satisfaction by 95% with the addition of free 2-day shipping.

6. Avoid Jargon and Acronyms

Use an acronym or jargon a new customer doesn’t understand and you’ll lose them. Your attempt to sound smart went right over their head. A consumer who doesn’t understand will move on.

For example: Amazon’s “CAC” was reduced by 5% in Q2. Amazon reduced their “customer acquisitions costs” by 5% in Q2.