Product Copy

What is Product Copy?

Product copy (or ‘base copy’ as it is sometimes known) is a critical touchpoint for consumers in their shopping journey - through product copy, consumers learn about key features, benefits and use-cases that will motivate them to buy. 

For us, product copy is a multi-purpose marketing tool that engages, educates and ultimately sells the consumer on our product, as well as being highly valuable for SEO to ensure our listings are as visible as possible. It also perpetuates our brand voice and identity, enabling us to build trust and recognition over time.

The EMEA CMD Team’s main retailer focus right now is Amazon, and so when we create product copy, we largely create according to Amazon’s requirements. Minor adjustments are required for other retailers; this will be documented at a later date. 

Types of Product Copy

  • Product Title: A short descriptive fragment with high ranking search terms that describes what the product is

  • Short Title: A very brief description of 50 characters or less, designed for use with retailers that offer limited title space

  • Product Bullets: Short fragments that describe a product's features and benefits

  • Long Description: A long paragraph that explains the features, benefits and use cases of the product

  • SEO Keywords: A list of ‘back-end’ keywords used to drive search relevance

Amazon Product Copy Specifications

  • Product Title: 200 characters max.

  • Product Bullets: 5 min, 6 max. 500 characters max. per bullet

  • Long Description: 2000 characters max.

  • SEO Keywords: 250 characters max.

Amazon Product Copy Example

Product Title
Yankee Candle Scented Candle | Clean Cotton Large Jar Candle | Long Burning Candles: up to 150 Hours | Perfect Gifts for Women

 Product Bullets

  • CLEAN COTTON: A fragrance as fresh as sun-dried cotton sheets blowing in the wind, enhanced by a hint of white flowers and lemon

  • ROOM-FILLING AROMA: Authentic ingredients and premium wax deliver long-lasting, consistent fragrance

  • LONG BURNING CANDLES: Up to 150 hours; 17 cm height x 10 cm width (623 g)

  • TIMELESS DESIGN: Housed in the classic glass jar with lid to preserve the fragrance, with a removable label for a custom look

  • A CLEAN, EVEN BURN: 100% natural fibre cotton wick is straightened and centred for the best burn

Long Description
Yankee Candle Large Jar Scented Candles are an ideal size to fill spaces big and small with inviting, true-to-life fragrance. Lasting up to 150 hours, this large candle provides a long burn to add a pleasant aroma to dinner parties, lazy Saturdays and a season's worth of little moments. The natural-fibre wick is straightened and centred by hand to ensure the best quality burn. Thanks to a combination of carefully curated scents made using quality ingredients from around the world and premium waxes, this large Yankee Candle creates a beautiful atmosphere.

UK SEO Keywords
scented candles; scented candles gifts for women; coloured candles; soy candles; aromatherapy candle; aromatherapy gifts for women; wellness; large candle; pillar candle; candle gift set; candle jars; cotton anniversary gifts