Is ChatGPT or using AI Tools good for writing Amazon listings?

So much has been written about the rise of AI generated content and chatbots like ChatGPT. We have been rigorously testing it to see if it has any value within our content strategy and if it can make improvements to Amazon SEO in a positive way.

I ran 8 requests constantly refining my process to try and get ChatGPT to create a bulletpoint list that would meet the standards of our work created by a human, and the results I got where very interesting. I have included 3 of the requests to save valuable reading time!

can AI tools be used to create amazon listings

We decided first to try and get ChatGPT to use the top 5 selling Amazon products for “beanbags” on Amazon UK and rewrite the bulletpoints from the listing page using 5 simple bulletpoints that we know are crucial from our own keyword tools within Helium10 and Amazon search query performance report.

You can find the ASINS we used here: https://www.amazon.co.uk/dp/B09SG1FGL1, https://www.amazon.co.uk/dp/B08L2326Z4/, https://www.amazon.co.uk/dp/B08NHMQ2G6, https://www.amazon.co.uk/dp/B014USH532, https://www.amazon.co.uk/dp/B09SG1FGL1/

 at the time of writing (March 2023) these five products are the highest ranked on Amazon UK for “bean bags”

Our first request to GPT was fairly broad. (please note “the information below” was copied from the bulletpoints from the top 5 asins above, at the time of writing, you cannot use URLS)

“Write 5 bulletpoints using scarcity and product selling based on the information below making sure the following keywords are used: beanbag, bean bag chair, filling, adult, gaming chair”

The Output:

“Experience ultimate comfort with our Recliner bean bag chair, designed with raised back and spacious seat for the perfect support and sink-in comfort during hours of gaming, watching TV or reading.”

    “Take the comfort outside with our durable and water-resistant bean bag chair, perfect for both indoor and outdoor spaces. Made in the UK with high-quality woven fabric and compliant with the British Standard BS5852 Fire & Furniture Regulations 1988.”

    “Get ready for a relaxing evening with our Hippo bean bag chair, ergonomically designed to contour to your body’s shape, made of durable fire retardant polyester and double-stitched for extended life.”

    “Lounge in style with our Dalton bean bag chair, designed with a retro-inspired style and structured, plump seat for maximum comfort during hours of relaxing or reading. Made in the UK with high-quality fabric and compliant with the British Standard BS5852 Fire & Furniture Regulations 1988.”

    “Choose from a huge selection of sizes and colors with our Oversized Sack Cover, made of ultra-soft and eco-friendly flocking PV material that is skin-friendly, air-permeable, wear-resistant, and fade-proof.”

Result: It missed keywords I had asked for such as “filling”, because this was a broad operator request it also included product specific information such as compliance, it also took in multiple product names and presented them as two different products, this will kill conversion rates if you keep operators for AI so basic.

Our second request was to broaden the input operator by making it remove compliance and telling it the product is not available outdoors

“Write 5 bulletpoints in the style of a marketer based on the information below making sure the following keywords are used: beanbag, bean bag chair, filling, adult, gaming chair. do not write about compliance or the product being available outdoors”

    Introducing the ultimate bean bag recliner for the perfect balance of support and comfort, with a raised back and spacious seat. Perfect for gaming or getting lost in a book.

    Add a pop of color to your living space with our adult-sized bean bag chair made with high-quality woven fabric that’s durable and water-resistant. Ideal for indoor and outdoor use.

    Get ready to sink into our cosy corduroy bean bag chair, designed with your comfort in mind. Made to last with durable fire-retardant polyester and double stitching.

    Our compact and portable Dalton bean bag chair is perfect for lounging alone or socializing with friends. Designed with a structured, plump seat for ultimate relaxation.

    Choose from our huge selection of sizes and colors to find the perfect bean bag cover to fit your decor. Made of eco-friendly flocking PV, our covers are soft, cosy, and skin-friendly.

Result: still posted incorrect information and missed keywords, the wording and sales copy is fairly hollow.

Our third request was to tighten the content and ask for a more fluid marketing approach typical to an Amazon product listing

“Write 5 bulletpoints in the style of a marketer based on the information below making sure the following keywords are used: beanbag, bean bag chair, filling, adult, gaming chair. do not write about compliance do not write about the product being available outdoors”

The Output:

    Recliner Bean Bag Chair: Meet the ultimate comfort gaming chair, the Recliner! With a spacious seat and raised back, this armchair with a twist is the perfect bean bag chair for adult gamers.

    Cosy Cord Kingston Bean Bag: Sink into the soft and sophisticated cord adult bean bag with the Kingston. This practical and stylish bean bag is portable, lightweight and perfect for creating a laid-back atmosphere.

    Hippo Bean Bag: Enjoy hours of comfort with our Hippo bean bag, designed with jumbo cord look fabric for a luxurious feel. The durable fire-retardant polyester and double-stitched design ensure the bean bag chair is made to last.

    Dalton Bean Bag: Designed with loungers in mind, the Dalton is the ultimate retro-inspired bean bag chair. The plump seat and structured design ensure hours of comfortable relaxation.

    Flocking PV Bean Bag Cover: Choose from our huge selection of sizes and colors for the perfect bean bag chair cover. Our eco-friendly flocking PV fabric is soft, cosy, and skin-friendly, making it perfect for any home.

Result: this time it generated 5 separate product types, it repeated keywords and gave no real detail, it also created poor very clear automated grammar issues “    Recliner Bean Bag Chair: Meet the ultimate comfort gaming chair, the Recliner!”

Our fourth request was to disregard the content from competitors listings altogether, we had to tell it to add a minimum and a maximum of chracters because it was producing very thin content with not much detail.

“Write 5 bulletpoints with a maximum of 300 characters and a minimum of 250 characters for each bulletpoint selling a bean bag chair making sure the following keywords are used: beanbag, bean bag chair, filling, adult, gaming chair. do not write about compliance do not write about the product being available outdoors, do not write about the product being made from corduroy, do not repeat keywords”

The Output:

    Comfortable and Versatile: Our beanbag chairs are perfect for adults who want to kick back and relax after a long day or use it as a gaming chair. With its soft and plush filling, it contours to your body and provides maximum comfort, making it perfect for a variety of activities.

    High-Quality Materials: Our bean bag chairs are made with high-quality materials that are built to last. The durable fabric covering is easy to clean and maintain, ensuring that your bean bag chair stays in great condition for years to come.

    Stylish Design: Our beanbag chairs come in a variety of colors and styles to suit any decor. Whether you prefer a classic look or something more modern, our bean bag chairs will add a touch of style to any room.

    Perfect for Small Spaces: If you’re looking for comfortable seating that doesn’t take up too much room, our bean bag chairs are the perfect solution. They’re easy to move around and can be stored away when not in use, making them a great option for small apartments or dorm rooms.

    Affordable and Convenient: Our beanbag chairs are an affordable way to add comfortable seating to your home. With their lightweight and portable design, they’re easy to move around and can be used in any room. Whether you’re looking for a comfortable gaming chair or a place to relax after a long day, our bean bag chairs are the perfect solution.

Result: this read better, its quite clear that trying to imitate other listings or getting it to rewrite existing content is something chatGPT does not do well, its also duplicated keywords, the problem now is that we have now removed the skeleton of what we know works well for competitive listings.

Our findings

It’s missing keywords if it doesn’t fit its narrative when using existing Amazon content from successful listings. It didn’t use 1 keyword I requested “filling” on 3 seperate occasions. It still put a product as being available outside when I told it not to use that, it could have been how the operator was written Customers regularly look for dimensions or key attributes that are specific by product and category. The writing style is not fluid e.g “Recliner Bean Bag Chair: Meet the ultimate comfort gaming chair, the Recliner!” Performance was better if we didn’t use top 5 amazon products into our AI generated content, however the content was very vague and it still repeated keyword phrases where asked it not to.

Crucially, building the input operators to a place where i was comfortable with the content took longer than building the content, even after this, manual changes would need to be made to make it reach our levels of content,

Information can’t be predicted means you may get information about variants such as colour types, so you constantly must refine your operators and the variables become vast.

Conclusion

ChatGPT/AI tools will build hollow low converting product listings either because the content is to vague and doesn’t capture true value such as product dimensions, company specific information and key elements we gathered from a bit of simple competitive analysis.

If each output isn’t checked manually you also risk either contradicting yourself through content, or if you haven’t tightened your input operators it will produce incorrect information altogether producing  NCX (negative customer experience) and lower conversion rates.

Creating the operators and checking the output takes longer than manually producing high quality content.

It is not a useless tool and has some great applications such as asking chatgpt to look at the content of product reviews to find key features, assess and fix poor feedback and pivot your content from actual visitor feedback, but it should be used wisely and not generalised with your PDP (Product detail pages!)

Chris is the managing director of Ecommerce Intelligence, a full service Amazon agency. He has over 13 years experience selling on Amazon and other marketplaces. Follow Chris on LinkedIn for daily tips and advice.

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