Writing product descriptions that sell (without sounding like a robot)

Supplier descriptions are written to list a product, not to sell it. They're stuffed with keywords ("Women Summer Dress Casual Floral Beach Boho Sundress 2026"), translated in a hurry and identical on every store that sells the same item. Rewriting them is one of the highest-value things you can do on a product page.

Here's a simple method.

Start with who it's for and what changes for them

Before writing a word, answer two questions:

1. Who is the buyer? Not "everyone". A runner with sore calves. A cat that sleeps all day. Someone with dry skin in winter.
2. What's better about their day once they own it? That's your headline benefit.

"Lightweight insulated bottle" is a description. "Ice-cold water at the end of a long hike" is a reason to buy.

Turn features into benefits, then back them up

Take each feature from the spec sheet and ask "so what?" until you reach something the buyer cares about. Then keep the feature as proof.

Feature	So what?	Benefit line
Double-wall steel	Drinks stay cold	Cold for 24 hours, even in a hot car
USB-C charging	Same cable as your phone	Charges with the cable you already carry
Removable cover	Can be washed	Muddy paws? The cover goes in the washing machine

Lead with the benefit, keep the number. Numbers are what make a claim believable.

Write the way you'd explain it in a shop

• Short sentences. One idea each.
• Plain words. "Use" not "utilize". "Helps" not "facilitates".
• "You" more than "we". The page is about the buyer.
• No keyword stuffing. Google ranks pages people engage with; a title that reads like a tag cloud hurts more than it helps.

Structure it for skimmers

Almost nobody reads a product description top to bottom. Make it scannable:

1. One-line promise under the title.
2. Three to six benefit bullets, one line each.
3. A short paragraph of story: when and how it's used.
4. Details (size, materials, what's in the box, care) in a list or table.

Only claim what's true

This is where a lot of stores, and a lot of AI writing tools, get into trouble.

• Don't invent results. "Removes wrinkles in 7 days" needs evidence. "Helps skin feel softer" describes the experience honestly.
• Don't promise policies you don't have. If the description says "free returns within 60 days", your store had better offer that.
• Don't name other brands or claim to be "better than" a named competitor.
• Don't copy the source's brand or seller name into your copy. It confuses shoppers and can infringe trademarks.

Health, beauty and children's products have extra rules about claims in most countries. "Supports" and "helps" are safer than "cures", "treats" or "prevents".

Using AI to write descriptions

AI writing tools are good at turning a messy spec list into clean, readable copy in seconds. They're also prone to two problems: making things up (a "lifetime warranty" nobody offered) and sounding generic.

To get good results:

• Give it the facts. The more real detail goes in (materials, measurements, what's included), the less it invents.
• Pick a tone that fits your brand and stick to it across the store.
• Read every claim before publishing, especially numbers, guarantees and anything about health.

ImportKite's AI writer is built around those risks: it writes only from the imported product's details, leaves marked gaps for things it can't know (like your delivery time or return window), and won't let you publish a page until you've filled them in. It also strips source, brand and marketplace names from the copy.

A quick before and after

Before (supplier):

Pet Bed Round Plush Calming Donut Cuddler Anti-Anxiety Dog Cat Bed Washable Non-slip Bottom S M L

After:

Cloud Calming Pet Bed. A deep, round bed with a raised rim that pets love to curl up against.

• Soft faux fur that's warm without overheating
• Removable cover goes straight in the washing machine
• Non-slip base stays put on wooden floors
• Three sizes, for pets up to 10, 20 or 35 kg

Same product, same facts. One of them sells.