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Product Listing Copywriter — E-Commerce Product Detail Page Knowledge Base
Helps users write professional e-commerce product listing copy covering four core modules — title, key selling points, specifications, and FAQ — tailored to the style guidelines of Taobao, JD.com, and Amazon.
Quick Start
The user only needs to provide:
- Product Information: Category, brand, model, core specs
- Target Platform: Taobao / JD.com / Amazon (or generate for multiple platforms at once)
- Target Audience: Gender, age range, usage scenarios
- Language: Chinese / English / Bilingual
- Differentiators: Core advantages over competitors (optional — user-supplied or extracted from the provided information)
Example:
"Write product listing copy for a wireless noise-cancelling headphone. Brand is SoundMax, model Pro X3, key features are noise cancellation and long battery life. I need both a Taobao and an Amazon version."
1. Platform Style Comparison Matrix
1.1 Core Rules Across Three Major Platforms
| Dimension | Taobao/Tmall | JD.com | Amazon |
|---|---|---|---|
| Title Length | ≤60 characters (mobile: prioritize keywords in first 30) | ≤75 characters (recommended ≤45) | ≤200 characters (recommended ≤80 for front-end display) |
| Title Style | Keyword stacking + marketing terms, trending keywords first | Brand + Category + Core Specs + Scenario, clear structure | Brand + Core Feature + Product Type + Key Spec, no promotional terms |
| Selling Point Format | Hero image text + long-form detail page | Product intro + structured spec table | Bullet Points (5 items, each ≤500 characters) |
| Selling Point Tone | Emotional, evocative, scenario-driven ("Save your commute") | Rational, spec-driven, authority-backed ("XX Certified") | Feature-Benefit structure, concise and professional |
| FAQ | "Ask Everyone" section / bottom of detail page | Product Q&A section | Product Q&A Section |
| Spec Table | Free-form, often embedded as images in the detail page | Structured spec table (platform template) | Product Information structured fields |
| Prohibited Words | Superlatives like "best," "first," "absolute" (Advertising Law) | Same as Taobao + false advertising terms | "best seller," "#1," "guaranteed," and other exaggerated claims |
| SEO Focus | Trending keywords, long-tail terms, attribute terms | Category terms, brand terms, function terms | Backend Search Terms field + title keywords |
1.2 Prohibited Words Quick Reference
China Platform Common Prohibited Words (Advertising Law violations):
- Superlatives: best, first, top-tier, ultimate, absolute, only, first-ever, unprecedented
- False Promises: permanent, all-purpose, 100%, zero risk, no side effects
- False Authority: national-level, specially supplied, exclusively provided (without genuine credentials)
- Bait Terms: flash sale, clearance (when no actual promotion is running)
Amazon Prohibited Words:
- Price/Promotion: cheap, affordable, discount, on sale, free shipping
- Exaggeration: best, #1, top rated, guaranteed, miracle
- Time-Sensitive: new, latest (invalid after product updates)
- Seller Opinions: amazing quality, perfect product
- Competitor Mentions: better than [Brand X] (prohibited in titles/bullets)
2. Title Writing Formulas
2.1 Taobao Title Formula
[Brand] + [Core Category Keyword] + [Key Selling Points ×2] + [Usage Scenario/Audience] + [Modifiers/Trending Keywords]
Writing Rules:
- Place core search keywords in the first 30 characters (mobile truncation point)
- Separate keyword groups with spaces (the system auto-segments)
- No punctuation; avoid filler words like "的" or "了"
- Season/scenario/audience keywords improve targeted traffic
Example:
SoundMax Pro X3 无线蓝牙耳机 主动降噪 50小时续航 头戴式 通勤办公 高音质HIFI
2.2 JD.com Title Formula
[Brand] + [Category] + [Model] + [Core Specs ×2-3] + [Usage Scenario] + [Bonus/Service (if any)]
Writing Rules:
- Brand and category must appear in the first 15 characters
- Separate semantic units with spaces
- Use specific values ("50-hour battery" is better than "ultra-long battery")
- May include service commitments ("JD Self-Operated," "Trade-In Available")
Example:
SoundMax Pro X3 无线蓝牙耳机 主动降噪45dB 50小时续航 头戴式HIFI音质 通勤办公 京东自营
2.3 Amazon Title Formula
[Brand] + [Model] + [Product Type] + [Key Feature 1] + [Key Feature 2] + [Size/Color/Variant]
Writing Rules:
- Capitalize the first letter of each word (Title Case), except prepositions/articles
- No special symbols (™ and ® are allowed); no ALL CAPS
- Brand name must appear first
- No promotional info, pricing, or subjective opinions
Example:
SoundMax Pro X3 Wireless Over-Ear Headphones, Active Noise Cancelling 45dB, 50-Hour Battery Life, Hi-Fi Sound, Foldable Design for Commute and Office
3. Selling Points Writing Framework
3.1 Selling Point Methodology (FAB + SPIN)
Each selling point follows a Feature → Advantage → Benefit structure:
| Layer | Definition | Example |
|---|---|---|
| Feature | What the product has | 45dB Active Noise Cancellation |
| Advantage | How it's better than alternatives | Industry-leading noise reduction depth, 10dB above competitors in the same price range |
| Benefit | What value it brings to the user | Enjoy pure music on the subway or airplane — stay focused without distractions |
Selling Point Priority Order:
- Core differentiators (features competitors lack or where you clearly lead)
- Features addressing high-frequency user pain points
- Quality/safety/certification endorsements
- Extended usage scenarios
- Added value (free gifts, after-sales service, warranties)
3.2 Taobao Selling Point Style
Style: Scenario-driven, emotional, conversational, with short sentences and contrasts.
🎵 降噪实力派 | 45dB深度降噪
地铁轰鸣？飞机引擎？统统消失。
搭载旗舰级ANC芯片，降噪深度达45dB，
让你随时随地沉浸在自己的音乐世界。
🔋 超长续航不焦虑 | 50小时畅听
一周只充一次电。
满电50小时连续播放，通勤党再也不用天天找充电线。
快充10分钟 = 听歌3小时，应急超给力。
3.3 JD.com Selling Point Style
Style: Spec-driven, technical, authoritative, with references to certifications and test data.
【45dB 主动降噪】采用自研 ANC 3.0 降噪算法，搭配双馈式麦克风阵列，
实现 45dB 降噪深度。经 SGS 实验室测试认证，有效消减地铁、飞机引擎等
中低频噪音，打造沉浸式聆听环境。
【50 小时超长续航】内置 800mAh 大容量锂电池，满电续航 50 小时
（降噪开启时 35 小时）。支持 Type-C 快充，10 分钟充电可播放 3 小时。
3.4 Amazon Bullet Points Style
Style: Feature-Benefit parallel structure, bold keyword opener, 1–2 sentences per bullet.
• INDUSTRY-LEADING NOISE CANCELLATION — Advanced ANC 3.0 technology
with dual-feed microphones delivers 45dB noise reduction, effectively
blocking subway rumble and airplane engine noise for immersive listening.
• 50-HOUR MARATHON BATTERY — A single charge powers up to 50 hours of
playtime (35 hours with ANC on). USB-C fast charging gives you 3 hours
of playback from just a 10-minute charge.
• HI-FI AUDIO WITH 40MM DRIVERS — Custom-tuned 40mm dynamic drivers
deliver rich bass, clear mids, and sparkling highs. Supports LDAC
and AAC codecs for studio-quality wireless audio.
• ALL-DAY COMFORT DESIGN — Memory foam ear cushions with breathable
protein leather distribute pressure evenly. Lightweight 250g build
and adjustable headband fit all head sizes comfortably.
• SEAMLESS MULTI-DEVICE CONNECTION — Bluetooth 5.3 with multipoint
connectivity lets you switch between phone and laptop instantly.
Built-in microphone with ENC for crystal-clear calls.
4. Specification Table Template
4.1 Universal Specification Template
| Field | Description |
|---|---|
| Brand | Brand name |
| Model | Specific model number |
| Category | Product category |
| Color/Style | List available options |
| Dimensions/Weight | Including packaging and unit |
| Material | Primary materials used |
| Core Specs | Key technical parameters (varies by category) |
| Compatibility | Compatible devices/systems/standards |
| Package Contents | Everything included in the box |
| Warranty | Warranty period and coverage |
| Certifications | Quality/safety certifications obtained |
| Origin | Place of manufacture |
4.2 Platform-Specific Notes
- Taobao: Spec information is often embedded as images in the detail page; also fill in backend attribute fields
- JD.com: Must fill in the platform's mandatory structured spec template; no fields may be left empty
- Amazon: Fill in the Product Information section; some fields are platform-required; note unit conversion (inches/pounds for US marketplace)
5. FAQ Writing Guide
5.1 FAQ Sources and Topic Selection
FAQs should address key concerns in the buyer's purchase decision, prioritized by source:
- High-frequency questions from competitor reviews: Look at recurring issues in competitor negative reviews and Q&A sections
- Common category concerns: Core metrics that buyers universally care about in this category
- Follow-up questions about differentiating features: User confusion about innovative functions
- After-sales and usage scenarios: Returns/exchanges, compatibility, usage tips
5.2 FAQ Quantity and Structure
| Platform | Recommended Count | Style |
|---|---|---|
| Taobao | 8–12 items | Conversational, buyer's perspective ("Does this headphone have lag when gaming?") |
| JD.com | 6–10 items | Semi-formal, technically oriented ("Does this product support aptX HD codec?") |
| Amazon | 5–8 items | Formal, Feature-Answer structure |
5.3 FAQ Writing Examples
Taobao Style:
Q：降噪效果怎么样？能完全隔绝噪音吗？
A：亲，我们这款耳机降噪深度达到45dB，地铁、办公室空调这些噪音
基本听不到了~不过像人声对话这种高频声音会适当保留，这是为了安全考虑哦。
如果需要完全沉浸可以搭配降噪+音乐一起使用，效果非常棒！
Q：续航真的有50小时吗？
A：50小时是关闭降噪、中等音量下的测试数据。开降噪的话大概35小时左右，
正常通勤使用一周一充完全没问题~而且支持快充，10分钟就能听3小时，
出门前充一会儿就够用了！
JD.com Style:
Q：本产品的降噪等级和降噪深度具体是多少？
A：本产品搭载 ANC 3.0 主动降噪技术，降噪深度为 45dB，经 SGS 实验室
环境测试认证。可有效消减 50-1000Hz 频段的环境噪音（如交通噪音、
空调运转声等），高频人声段保留约 30% 以确保安全通行需要。
Q：电池容量和实际续航时间分别是多少？
A：内置 800mAh 锂聚合物电池。续航时间：纯音乐模式约 50 小时，
ANC 开启模式约 35 小时（测试条件：音量 50%，25°C 室温）。
支持 USB-C 快充，充电 10 分钟可使用约 3 小时。
Amazon Style:
Q: How effective is the noise cancellation?
A: The Pro X3 features Active Noise Cancellation with 45dB noise reduction,
verified by SGS lab testing. It effectively reduces low-to-mid frequency
noise such as airplane engines, subway rumble, and office HVAC. Ambient
sound mode is available for situational awareness when needed.
Q: What is the actual battery life with ANC turned on?
A: With ANC enabled at 50% volume, the battery lasts approximately
35 hours. With ANC off, battery life extends to approximately 50 hours.
USB-C fast charging provides 3 hours of playback from a 10-minute charge.
6. SEO Keyword Strategy
6.1 Keyword Tiers
| Tier | Definition | Example (Wireless Headphones) | Usage |
|---|---|---|---|
| Core Keywords | Broad category terms | wireless headphones, Bluetooth headphones | Must include in title |
| Attribute Keywords | Feature/spec descriptors | noise cancelling, long battery, over-ear | Title + selling points |
| Scenario Keywords | Usage context | commute, office, sports | Title + detail page |
| Long-Tail Keywords | Niche queries | airplane noise cancelling headphones, low latency gaming headphones | End of title + backend search terms |
| Competitor Keywords | Competitor brand/model names | — | Amazon backend Search Terms only |
6.2 Amazon Search Terms Rules
- Total length ≤250 bytes (including spaces)
- Do not repeat words already in the title
- Separate with spaces — no commas or semicolons
- Do not include brand name (already in the title)
- May include spelling variants, synonyms, and common Spanish/French search terms (for respective marketplaces)
7. Agent Behavior Guidelines
When the user requests e-commerce product listing copy, follow this workflow:
Step 1: Information Gathering
Confirm the following key details (mark missing items with placeholders and prompt the user to fill them in):
- Basic product info: category, brand, model
- Core specs/selling points: at least 3 differentiating features
- Target platform: Taobao / JD.com / Amazon (multi-select allowed)
- Target audience: buyer persona and usage scenarios
- Language: Chinese / English / Bilingual
- Competitor references (optional): user-specified competitors or benchmark products
Step 2: Selling Point Extraction and Ranking
- Extract 5–8 selling points from user-provided information
- Expand each selling point using the FAB structure
- Rank by priority (Differentiation > Pain Point Resolution > Quality Endorsement > Scenario Expansion)
Step 3: Generate Copy by Platform
For each target platform, output in this order:
━━━━━━━━━━━ [Platform Name] ━━━━━━━━━━━
📌 Title
[Generated using the platform's title formula]
🎯 Selling Points (Bullet Points / Detail Copy)
[5 core selling points in the platform's style]
📋 Specification Table
[Output in the platform's format]
❓ FAQ (5–8 items)
[Generated in the platform's style]
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Step 4: Compliance Check
After generation, automatically verify:
- No prohibited words or superlatives
- Title within platform character limits
- All spec values are substantiated (never fabricate performance data)
- Bullet points within character limits (Amazon: ≤500 characters each)
- No exaggerated claims or false promises
Step 5: Output and Notes
- Output the complete copy for all platforms
- Flag placeholder information that needs user confirmation or input
- Explain the selling point ranking logic and key wording choices
- If certain spec data was not provided by the user, explicitly mark as "[To Be Confirmed]" rather than making it up
8. Category-Specific Highlights
Different categories require different copy emphases. Here are core focus areas for common categories:
| Category | Title Keyword Focus | Selling Point Focus | High-Frequency FAQ Topics |
|---|---|---|---|
| Electronics & Tech | Model, core specs, compatibility | Performance data, battery life, certifications | Compatibility, real-world battery life, warranty |
| Apparel & Accessories | Style, material, season, occasion | Fabric feel, fit/cut, styling scenarios | Size selection, care instructions, color accuracy |
| Beauty & Skincare | Efficacy, ingredients, skin type suitability | Key ingredients, visible results, safety | Suitable for sensitive skin?, frequency of use, shelf life |
| Food & Beverage | Flavor, packaging size, origin, shelf life | Ingredient quality, taste description, health benefits | Shelf life, allergens, storage instructions |
| Home & Appliances | Dimensions, wattage, energy efficiency rating | Energy savings data, ease of use, safety certifications | Installation, energy consumption, after-sales service |
| Baby & Maternity | Age range, safety certifications, material | Non-toxic safety, authoritative testing, usage scenarios | Suitable age, safety certifications, cleaning instructions |
9. Copy Quality Evaluation Criteria
Generated copy should meet the following standards:
| Dimension | Passing Criteria |
|---|---|
| Platform Compliance | No prohibited words, within character limits, correct formatting |
| Information Accuracy | All spec data is verifiable; no fabricated performance metrics |
| Clear Selling Points | Each selling point has a complete FAB structure with clear differentiation |
| Audience Fit | Tone and style match the target buyer persona |
| SEO Friendly | Core keywords naturally integrated into titles and selling points |
| Actionability | Placeholder info is clearly marked; copy is ready for direct use or editing |