Want to write a persuasive product description but not sure what best-in-class copy looks like? You’re in the right place – because the easiest way to learn is with examples! In this article, I’ll be breaking down 7 key features of a stand-out product description for D2C or retailer sites, with 8 real-life examples from a range of industries.

But first – why are product descriptions so important, anyway?

For starters, 70% of online shoppers say product content can make or break a sale. That alone is a serious reason to start taking stock of your product descriptions.

More than that though, your product description is your opportunity to show your customer that you genuinely understand their wants and needs. You know how they spend their time, you get what they’re looking for from their purchase, you fundamentally speak their language. Connect with your customer. Use your brand voice to show them that the two of you are on the same level. Only then – by putting your customer first – can you position your product as perfect for them in a way that’s genuinely convincing.

At the same time, your product descriptions are prime SEO retail estate that shouldn’t be underestimated. Take advantage of your product content to predict common questions or repudiate doubts, helping shoppers visualise exactly how your product will fit into their lives. If you’re selling a coffee machine, reassure your customers that it’s easy to set up: they don’t have to worry about a complicated configuration that will take them hours to work out. Not only will you strengthen trust, answering common questions is a great way to land a featured snippet, as well as strategically adding keywords into your copy. With enough research, your PDPs should bring highly motivated, organic traffic straight to your site.

Sounds like a lot of work? Maybe. But if you get your product descriptions right, you’ll be rewarded with more traffic, more conversions, and sky-high customer satisfaction.

So… want to learn how to write a winning product description that sells? Read on for 7 essential tips for eCommerce copywriting – with real-life examples.

Features vs Benefits

A five-star product description doesn’t just explain what a product is – it tells the customer why the product matters. In other words, don’t just talk about your product’s features when you could be selling its benefits too. Features refer to everything the product does – its specifications, attributes or functionality. Benefits explain how those features solve a customer’s problem or improve their life.

Here’s a few handy examples to explain the difference:

If your product is a Rucksack, a feature could be Wide, padded shoulder straps – and a benefit might be Say goodbye to back pain!
If your product is a Dress, a feature could be Sustainably sourced silk – and a benefit might be Look good and feel good with a clear conscience
If your product is a Wristwatch, a feature could be Automatic time adjustment – and a benefit might be Never be late again
If your product is a Phone, a feature could be High-quality photo capture – and a benefit might be No need to buy a digital camera

To put this another way – and to quote the legendary Harvard Business School professor Theodore Levitt (two birds with one stone!): “People don’t want to buy a quarter inch drill. They want to buy a quarter inch hole.”

However much you love your product, for your customers, what they buy is often just a means to an end. People don’t just want a Ferrari: they want to drive fast, or display wealth and status. And people don’t want a luxury coat: they want to be stylish, warm, and the centre of attention. Ecommerce copywriting that incorporates benefits creates a deeper emotional connection with potential customers, building trust and increasing their engagement and conversion.

Here’s an example of that in practice from Happy Socks.

Take a look at the product description:

“Treat your feet to the ultimate comfort with these Ice Cream Socks! Crafted from soft, breathable combed cotton, these delightful socks boast a charming ice cream design that’s sure to sweeten your day. Featuring reinforced heels and toes, they provide long-lasting durability and a snug fit, making them the perfect choice for any ice cream enthusiast.

Reinforced heel & toe”

It’s a short, one-paragraph piece of copy describing a relatively simple product. At the end of the day, someone searching for socks online is probably going to end up buying socks. They’re more of a necessity than an impulse buy, and don’t require much education or technical specs.

With this in mind, Happy Socks uses its description to fantastic effect, using benefits to highlight how the Ice Cream Socks stand out from their numerous potential competitors. The “soft, breathable combed cotton” promises “the ultimate comfort”, while the emphasis on the “reinforced heels and toes” alleviate any doubts about the material quality. As a customer reading this, you know that you won’t have to worry about potential holes – these socks will be with you for the long game.

2. Know your audience’s pain points

The best way to hone in on your product’s benefits is to make sure you understand your customers’ pain points.

As a quick exercise, put yourself in the shoes of a customer shopping for cosmetics. You regularly wear makeup, but you’re still testing and experimenting with new products. Maybe you love how contour looks on other people, but on you it never ends up quite the way you want it. It’s always a bit too streaky, or greasy, or patchy by the end of a long day. You wonder if you could find a better shade match for your skin tone, because somehow it just doesn’t look natural… but with so many options out there, you’re not sure where to turn.

After a quick Google search, you stumble upon this Liquid Contour product description from Space NK. And trust me, it’s a masterclass in addressing customer pain points…

Here’s the product description:

“Give the complexion a naturally lifted look with Rare Beauty Soft Pinch Liquid Contour, an easy-to-blend liquid contour created for a range of skin tones. This contour is ideal for adding depth to the natural contours of the face, such as the jawline, chin, forehead, nose and hollows of the cheeks.

Crafted with a buildable, streak-free makeup formula, this Rare Beauty Liquid Contour helps enhance and add dimension with shadows that look real. Excellent for layering under or over makeup, this formula is never muddy, cakey, greasy or patchy.

Created for a range of skin tones, Rare Beauty Liquid Contour has seven shades made with long-lasting pigments that provide all-day wear.

Key Benefits

Works to create a naturally lifted look
Easy-to-blend liquid formula
Helps enhance and add dimension with shadows that look real
Buildable, streak-free formula
Long-lasting pigments provide all-day wear
Created for a range of skin tones”

All in all, there’s a lot to like here: it’s an evocative, long-form description, with clearly scannable bullet points. Let’s zoom in on some of the pain points though.

First up: “I’m worried that my contour doesn’t look natural!”

Space NK’s copywriter addresses this concern throughout the product description, seamlessly weaving in the keyword “natural”. Wearing the Soft Pinch Liquid Contour, will “naturally lift” your complexion, add depth to “the natural contours of the face” and create shadows that genuinely “look real”. The description goes all out to minimise doubt: this is the perfect no-makeup makeup.

And here’s another example: “My contour never lasts the whole day – by lunchtime, it already looks patchy!”

Again, no worries! The description highlights the product’s “long-lasting pigment” (in other words, a product feature), and follows up with why that’s relevant to the customer (and there’s the benefit). Long-lasting pigment provides all-day wear… ready to hit the Add-to-cart?

3. Embrace your brand’s tone of voice

As UX legend Jared Spool once said, “PDPs are the new homepage” – and in 2025, this has never been more true.

Just six years ago, 36% of traffic’s first point of contact with your website was through your homepage. 27% of traffic first discovered your site via a PDP. Now, though, these stats have been reversed.

Last year, homepage landings had dropped to just 21% of total traffic… but PDP landings rose to 36%. This means that nowadays, for many customers, their first– perhaps only – major touchpoint with your brand is through your PDPs.

This is why it’s so vital to make sure your PDPs reflect your brand. Missing descriptions or descriptions that don’t match your brand’s tone? They aren’t going to cut it. You can’t rely on your homepage to sell your brand’s narrative anymore – your PDPs need to sell your story too. You need whip-smart, brand-aligned copywriting… and you need it for every product detail page across your entire site.

Best-in-class copywriting means showcasing your products’ clear benefits, knowing your audience’s pain points, honing sophisticated SEO… and doing all that without ever breaking out of your brand voice.

***Ocula’s best-in-class AI copywriter and SEO expert can turn a one-sentence description into a conversion machine.***

At Ocula, our AI copywriter & SEO expert generates and optimises best-in-class copy for your D2C site, while perfectly adhering to your brand’s tone of voice.

To showcase this, let’s look at two examples of copy with opposing tones of voice, for two equally brilliant – but very, very different – brands.

Sophisticated tone

LK Bennett is a luxury British women’s clothing and fashion brand, whose product descriptions demand highly sophisticated copy. Here’s an example of how Ocula’s AI copywriter channels this polished tone to describe this elegant, polkadot dress.

Here’s the product description:

“Our Gigi plissé polkadot midi dress offers timeless elegance, perfect for special evenings. This black fit-and-flare dress, crafted from recycled materials, features a polkadot print, plissé pleats, and frill trims, culminating in a sophisticated V-neck and full length sleeves. Pair it with strappy heels and a stylish clutch bag for a complete ensemble.”

The Ocula AI uses some really evocative adjectives to channel LK Bennett’s refined brand voice: “timeless”, “perfect”, “sophisticated” and “stylish” all help customers associate the product with a classy, luxurious sophistication. At the same time, the copy doesn’t go into more detail than necessary, keeping the description scannable and direct.

Playful tone

On the flipside, this product description for Baby GUND’s brown teddy bear plush – again generated by Ocula’s AI copywriter – takes a vastly different approach.

Here’s the product description:

“Meet Clove, the sweet teddy bear who’s making sustainability snuggly! This beautiful, sustainably made 13” bear has ultra-soft beige plush, a charming cream-colored bowtie and matching paw pads, and a modern design that seamlessly complements nursery décor. Clove is crafted from recycled materials, from the packaging to the stuffing inside. Even the shipping bag is sourced from recycled materials!

Baby GUND is proud to introduce our first line of sustainably soft friends, sourced from 100% recycled materials! Each friend is crafted with luxe, ultra-soft recycled plush, fiber fill, thread, and pre-consumer recycled beads. Only recycled packaging and labels were used. Each plush pal is also adorned with super-cute, baby-safe accessories, and all complement gender-neutral nurseries effortlessly, making this collection perfect as décor and gifts for new parents. It’s our gift to future generations of cuddlers.”

As you can see, Ocula’s AI copywriter has embraced GUND’s soft and playful tone of voice to produce cute, light-hearted copy, replete with excited exclamations and alliteration that rolls off your tongue (“sustainably snuggly”, “charming cream-colored”). The AI copy mirrors the warmth and nostalgia that parents associate with Baby GUND but also weaves in the brand’s commitment to sustainability in a way that feels natural, resonating with environmentally-conscious parents.

4. Educate your audience – where appropriate!

Your eCommerce copywriting should empower your customers to understand what they’re purchasing. That’s pretty much a given, right?

There’s a fine balance to maintain here, though – because not all products or brands will require the same level of detail. If your audience is primarily made up of subject matter experts, too much entry-level information could feel patronising and alienate them. Conversely, consumers looking to purchase everyday items like eggs or toilet paper might not care so much about long, informative descriptions: they just want to buy some eggs, no frills attached. We’ll go into more detail about these scenarios in the next section.

However, if you’re selling products that don’t fall into either of those two categories, detailed, educational copy can genuinely be a game-changer. If you’ve got a USP that really makes your products stand out, make sure your customer knows exactly what makes your brand so special.

Similarly, when selling to an entry-level audience, teaching your customer how to use your product will give them confidence in their purchase – and trust in your brand going forwards. It’s your job as a copywriter to make sure you hit the right level of detail for your customers.

Let’s take a look at a great example of this with this Ocean Salt Face & Body Scrub from Lush.

Here’s the product description:

“Instant radiance - achieved the good old-fashioned way. If you’re using a chemical exfoliant, try this cult self-preserving skin cleanser instead - we’ve packed it with a bounty of beautiful ingredients to get your skin barrier in peak condition and removed the artificial preservatives into the bargain.

Ideal for complexions that feel shiny or dull, a blend of sea salt provides medium to strong buffing action to stimulate skin cell turnover, and deeply cleanse away dirt and pollution. As you scrub, deeply softening mango butter, coconut oil, glycerine and silken tofu leave your skin rejuvenated, glowy and smooth as silk. Softening and brightening, this self-preserving and alcohol-free version of our bestselling Ocean Salt has a slightly richer consistency than the original and still works wonders all over.

Leaving the world Lusher than we found it

Ocean Salt face scrub cleans up ecosystems as well as complexions! Our sea salt, harvested by hand and machine, helps birds find a place to rest, nest and feed. Sea birds love salt pans and our suppliers in Croatia, Spain, Turkey & Bulgaria make sure migrating birds have a safe and friendly place to stop over.

How to use:

Using a physical exfoliator allows you to tailor the intensity of your scrub so that it suits your skin perfectly and you don’t go too far. Apply generously to damp skin using a circular motion, rinse away and follow up with a good moisturiser.”

Yep, I definitely learnt something from that description.

Lush is a brand that knows their audience inside-out – and that audience is environmentally conscious. While your average non-marine-biologist can’t be expected to know much about seabird nesting, Lush’s customers would probably be interested to know that their purchase is contributing to healthier ecosystems. Calling that out in the product description builds trust in Lush and its core brand values. By educating their customers, they’re proving that they care about the exact same things.

And Lush don’t stop there, either. The “How to use” section is another goodie, demonstrating the brand’s commitment to authenticity and transparency. Including this informational piece not only keeps Lush’s products super accessible, growing their customers’ confidence, but also subtly nudges their audience away from competitors’ chemical exfoliants.

5. But don’t teach your grandmother to suck eggs

…Like I mentioned, some audiences don’t need as much educating. Customers shopping for tech or hardware tend to be great candidates for neat, precise copy with minimum waffle.

Say you’re looking for something particularly technical, like a new hydraulic bottle jack. (What’s that? A hydraulic bottle jack is a heavy-duty lifting tool used to raise vehicles, machinery, or other heavy objects.)

You’ve got a list of specs your purchase should meet, and you want to compare products from a range of brands to make sure you get the right tool to fit your needs.

For this kind of product, sensory, flowery language is typically a no-go: your customer just wants you to get to the point! That’s why in this case, it’s best practice to keep your copy accurate and specific, with clear lists of features and use cases or applications.

This copy for Princess Auto was generated by Ocula’s AI copywriter to meet that very brief. And surprise, surprise, it’s a description for a hydraulic bottle jack…

Here’s the description:

This 12 ton portable hydraulic bottle jack combines low-profile design with steel and cast-iron construction. The electrostatically painted finish and automatic oil bypass system provide dependable operation for demanding automotive lifting tasks.

Features

Electrostatic Paint Finish: Ensures corrosion resistance and longevity

Two-Piece Handle Design: Enables transport and compact storage

Automatic Oil Bypass System: Prevents over-pressurization for improved safety

Low-Profile Design: Allows access to vehicles with minimal ground clearance

Steel and Cast-Iron Construction: Provides structural strength for high-capacity loads

Applications

Low-Profile Vehicles: Supports lifting of cars with minimal ground clearance

Industrial Equipment: Suitable for farm machinery and industrial equipment

Commercial Trucks: Assists with maintenance of large commercial vehicles

Agricultural Machinery: Enables servicing of farm vehicles and equipment

As you can see, this description’s factual, highly-relevant bullets give the bottle jack tool the best chance to shine. Ocula’s AI copywriter has made every word count: there’s no unnecessary fluff in this description, but it still hits all the relevant SEO keywords. There’s no risk of alienating the highly technical target audience with over-simplified educational information either – so Princess Auto’s customers can have confidence that this bottle jack is designed with their individual, practical needs in mind.

6. Keep it scannable

We’re all busy, busy people! And that includes your customers.

While 90% of consumers rank product content as very important when making a purchase, that doesn’t mean all those customers will read every single line. Pay attention to how you structure your product description and make it as easy as possible for your customers to digest all the important info.

To illustrate what I mean, here’s another example product description generated by Ocula AI. This time, we’re looking at a diamond cellular treatment from Oriflame.

Here’s the product description:

Would you like to wake up to a brighter, more youthful complexion with this high-performing treatment that assists in your skin goals? Yes, please!

Brighter, more even complexion
Reduction in fine lines and wrinkles
Improves cellular skin turnover

Why You'll Love It

Get ready to dazzle with the Diamond Cellular Night Restorative Treatment cream! This high-performing night treatment is your secret weapon for a radiant and youthful complexion. Formulated with the finest ingredients like Cellular Sal Acid and shea butter, it works wonders in improving skin cell turnover and deeply nourishing your skin. The result? A younger-looking, luminous glow that will have you looking and feeling your absolute best.

How It Works

The Diamond Cellular Night Restorative Treatment is a powerhouse in overnight skincare. Cellular Sal Acid boosts your skin's natural cell turnover, while shea butter provides intense nourishment. This treatment is infused with diamond powder to brighten your complexion, reduce the appearance of fine lines and wrinkles, and lift and redefine facial contours. Wake up every morning to refreshed, rejuvenated, and visibly younger skin.

Product Features

Contains Cellular Sal Acid to boost skin cell turnover and renewal
Enriched with shea butter for deep nourishment
Infused with diamond powder to brighten your complexion
Reduces the appearance of fine lines and wrinkles
Helps lift and redefine facial contours
Suitable for all skin types
Supports collagen production for firmer skin
Gives a radiant, glass-like finish
Ideal for overnight repair

While this product description is on the longer side, coming in at just over 230 words, every word hits home. The bullet points and bolded headings make this copy scannable and easy-to-read, helping shoppers get to what they want to know, fast. Ocula’s AI copywriter pulls off this skim-friendly structure without compromising on content, either: the product description is firmly aligned to Oriflame’s distinct, brand-level tone of voice. “Power words” that are emotionally-charged, persuasive and drive excitement are sprinkled throughout the copy – including “radiant”, “rejuvenated” and “intense nourishment”.

And if you’re still unsure how to write a scannable product description, these quick tips might help (I’ve kept them scannable in their own right!):

Clear section headings
Front-load the most important information first – shoppers won’t always scroll
Avoid long, intimidating paragraphs
Bulletpoint key features and benefits
Sprinkle in “power words” that grab attention
Add an FAQs section to answer common questions
Include a comparison table with key specs if relevant

7. Address common search queries

Last but not least, let’s talk about SEO – more specifically, let’s talk about keywords.

Here’s a quick overview before we dive deeper:

Short-tail keywords are broad search terms that typically consist of one to three words (e.g., "AI copywriting"). They have high search volume, high competition, and less specific intent.

Long-tail keywords are more specific and usually longer phrases (e.g., "AI-generated product descriptions for ecommerce") with lower search volume but higher conversion potential because they match more precise user intent.

For SEO, long-tail keywords are valuable for attracting targeted traffic, whereas short-tail keywords help with brand visibility.

Great ecommerce copy should include a combination of relevant long-tail and short-tail keywords within the product description, but long-tail keywords typically take priority. This is because users searching for long-tail keywords (e.g., "black leather hiking boots for men waterproof") generally have more intent to purchase. In contrast, short-tail keywords are often better suited to titles, meta descriptions and product categories, as they’re broader and less targeted towards search queries from high-intent customers.

Take a look at this Lego set on Amazon for a brilliant example of a product description that addresses common search queries:

Here’s the product description:

Collectible bistro model – Immerse yourself in the charm of French café culture with the LEGO Icons French Café building set for adults
In the box – This home office decor kit includes elements to build a classic French bistro with a facade, hanging flowerpots and ornate seating
A detailed model building set for adults – Open the double doors to reveal a small seating area with regal wallpaper and dark-wood furnishings
Bookshelf decor – Make a DIY desk decor for the home or office with a detailed model kit featuring a slim profile and flat back for shelf display
Gifts for coffee lovers – This LEGO set for adults makes a great anniversary gift for men and women, for fans of LEGO model kits, food and travel
3D building instructions – Build like never before with the LEGO Builder app where you can save sets, track progress, zoom in and rotate models in 3D
Welcome to the zone – Discover a space for relaxation with the inspiring range of creative DIY building sets (sold separately) designed specifically for adults

As you can see, Lego’s product description gets high marks for keyword optimisation, without the description feeling bloated and full of unnecessary filler.
The copy does a great job of answering the questions “who is this for?” and “how can it be used?” by emphasising the set’s varied appeal to hobbyists ("detailed model building set for adults", "bookshelf decor"), travellers ("French café culture", "food and travel") and gift buyers ("anniversary gift for men and women", "gifts for coffee lovers"). Lego are casting their net wide, ensuring they maintain their appeal to the diverse variety of customers within their broad audience.

And that’s a wrap! Hopefully, with this advice in mind, writing the best-in-class product copy of your dreams feels more achievable than it did 10 minutes ago. And if you’d like to learn more about Ocula’s AI copywriter and SEO expert for eCommerce, book in a demo with our CEO, Tom, here.

How to write winning product descriptions that sell – with 8 best-in-class eCommerce copywriting examples used by top brands