QA Checklist for Copywriting
Who is this for? This document is for individuals who are involved in copywriting and quality assurance of product listing optimization
Objective: This SOP provides guidelines and best practices for optimizing the title, bullet points, & description for Amazon listings while adhering to Amazon's terms and conditions.
General QA Checklist
- Check the product listing page to make sure that the optimizations written are about the product.
- Does the listing read in flowing English while applying top SEO terms?
- Are the grammar and spelling free of any mistakes? (Utilize Grammarly as a tool, but don’t rely on it for all the answers)
- Is the brand name spelled correctly and follows the same capitalization?
- Are the listings optimized for SEO based on our recommended best practices?
- Titles utilizing 150-200 characters with high-volume & relevant keyword phrases
- Unique bullet points utilizing SEO with most high ranking in the first 2-3 bullets
- The description is at least 500 characters (even if there is A+ content)
- Redundancy and keyword repetition reduced or removed
- Does the copy speak to the brand demographic that the client has portrayed?
- Does the copy use the client’s preferred language (funny, persuasive, emotional, etc.)?
- There are no prohibited copy terms (see this SOP)
- Putting down competitor listings (including indirectly, such as “unlike others”)
- Sexual terms
- Competitor brand names
- Prohibited gifting language
- Warranties or guarantees
- External references (websites)
- Medical claims (not using support language) or mention of Covid, cancer, disease, etc
- Any mention of drugs, alcohol, tobacco, CBD, etc
- Copyrighted terms
Below is an example of a well-optimized listing:
Title
✓ Starts with the brand name for brand awareness and is followed by specific identification of the type of product
✓ Contains specific product-identifying information
✓ Ends with the variation, such as the size or color of that ASIN.
✓ The first letters of each word are capitalized (except for the prepositions, conjunctions, & articles)
✓ Contains highly relevant keywords and phrases that are in compliance with Amazon's writing style and policies
✓ Does not contain promotional phrases and subjective commentaries
✓ Has 150-200 characters
Bullet Points
✓The beginning of each bullet has an introduction / headline
✓ Each bullet point contains relevant information that supports the headline
✓Contains highly relevant keywords and phrases that are in compliance with Amazon's writing style and policies
✓ Product details, including dimensions, quantity uses, etc. are specific and correct
✓ Sentences are clear, short, and to the point
✓Does not contain sales pitch, promotional phrases, or subjective commentaries
✓ Each bullet point has 200-300 characters
Product Description / A+ Content
✓ Provides a summary of the product
✓ The infographic texts are relevant and appropriate to the images
✓ The crawlable texts (highlightable text separate from the photos) are relevant and support / describe the accompanying images.
✓ The crawlable texts contain highly relevant keywords and phrases that are in compliance with Amazon's writing style and policies
✓ Product details are specific and accurate
✓ Sentences are clear, short, and to the point
✓Does not contain sales pitch, promotional phrases, or subjective commentaries
✓ Contains 500 words of crawlable text
Additional QA Checklist for Medical and Nutritional Listings
Confirm that there are no prohibited claims, health terms, or identifying of diseases:
- There are no names, terms, or phrases of any medical conditions
- Everything that is in the listing is a fact and can be backed with government documentation
- There is no reference to anything sexual, including symptoms
- There is no mention of CBD, Nicotine, or Cannabis
- There is no use of anti-symptoms, including antibacterial, antifungal, or anti-inflammatory
- There is no body shaming (lose weight, get rid of it)
- There are only commonly required certifications, such as GMP Certified
- It is not listed as Vegan if there are animal bi-products or contains Gelatin (all supplement listings are required to have an ingredient list)
- There is no direct mention of pain areas, such as joint pain or back pain
- There is no mention of anxiety, insomnia, emotions, or moods (aside from happy)
- There is no mention of relief, cure, or prevention
- There are no claims of medical or professional backing/recommendations
- There are no trademarked terms such as Keto and Paleo unless it is “Keto Friendly”
