When it comes to writing an Amazon product description, most do-it-yourselfers stumble over the same two hurdles. The first is not knowing the people who will ultimately use the product (your target audience). Second is not understanding how to use words to create a hands-on environment via the Web.
Pros who have been trained in expressing the features and benefits of physical products have a few tactics tucked away. They are capable of taking ho-hum language, watering it with a few unexpected adjectives, and causing it to bloom.
But, because copy within Amazon product descriptions has to pull dual duty, the ability to seamlessly weave search terms throughout the text without ruining the flow is also a must.
The first step in this process is getting to know the people you are communicating with.