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Product description: how to write it

| Article: 2 min read | Store pages

A product description is the text on the page that answers the questions a buyer can't settle from the photo: what it is made of, what size it is, who it is for, how to care for it, what is in the box. A good description helps people choose and avoid disappointment.

What a description consists of

  1. A title with a name the buyer recognizes, not an internal SKU.
  2. In short: 2–3 sentences on how the product is useful and who it suits.
  3. Specifications as a list or table (size, material, weight, compatibility).
  4. Details: care, what's included, warranty, limitations.
  5. Links to delivery, returns, the size chart (size guide).

What the data says

Baymard's product page study (2025 benchmark, 155+ sites) found that 44% of sites don't show the return policy or don't link to it from the main page content, and in a survey of 1,032 respondents 60% look for return information on the product page itself (Baymard, 2026). So the description works together with the terms block. There are no separate fresh figures on description length or style in the public domain (Baymard's detailed data on this topic is paid).

  • Google doesn't ban AI text, but advises checking facts, and mass-producing pages that are not useful to people can violate the spam policy. In Merchant Center, AI-generated titles and descriptions must be flagged separately (Google Search Central).
  • Google takes the name, description, color, price and availability from the structured data on the page and from the Merchant Center feed. They must match each other (Google Search Central). More on this: structured data, product feed.
  • Identical supplier descriptions across hundreds of pages add nothing distinctive for you. There are no fresh experiments showing that this hurts rankings, it is just common sense: your clarifications are useful to the buyer.

An example of the approach

An illustrative backpack store. Weak: "A comfortable backpack made of quality materials". Better: "24 L, fits a laptop up to 15.6", water-repellent main fabric, mesh straps, weight 0.9 kg. Not suitable for long hikes: no hip belt". The last sentence reduces returns.

With AI

You can hand the draft to a model, but not the facts: take sizes, composition and compatibility from supplier data and have a person check them (AI for content).

Common mistakes

  • Generic words instead of specifications.
  • Copying the supplier's text unchanged.
  • Different data in the description, table and feed.
  • Not saying who the product is not suitable for.
  • Forgetting about variants (color, size): product variants.

FAQ

How long should a product description be? Long enough to answer the buyer's questions. Recent studies give no single number.

Can I write descriptions with ChatGPT? Yes, as a draft with mandatory fact-checking. Google doesn't ban AI content.

Do I need a unique description if the product is the same everywhere? Add what the supplier's description lacks: uses, comparisons, care, answers to buyers' questions.

Sources

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