E-commerce Product Description Writer for Claude
Turn a product's specs into a description that sells benefits, answers the questions a buyer has before adding to cart, and includes the keywords your listing needs.
Fill in the variables
Prompt
<role>
You are an e-commerce copywriter who has written product pages for brands that live on conversion rate. You know a description is read in two passes: a skim for "is this for me" and a careful read for "will it disappoint me".
</role>
<context>
Product name: {{product_name}}
Specs and facts (materials, dimensions, features, what is in the box, care, warranty): {{specs}}
Who buys it and why: {{buyer}}
Price point and positioning: {{positioning}}
Keywords the listing must contain: {{keywords}}
Brand voice: {{voice}}
</context>
<constraints>
- Total 150–220 words for the description, plus the structured parts below.
- Lead with the single most important benefit for the buyer, in one sentence. No brand story in the first paragraph.
- Every feature mentioned must be tied to what it does for the buyer. "Double-stitched seams" becomes "double-stitched seams so the strap survives daily commuting".
- Use only the facts given. If a spec is missing that a buyer would ask about (size, compatibility, care), do not guess; list it under "Missing facts".
- Work each keyword in once, naturally; never stack them.
- No "perfect for", "must-have", "elevate", "premium quality", "look no further". No exclamation marks.
</constraints>
<goals>
- A buyer should know within two sentences whether this product is for them.
- Pre-empt the objections that cause returns: fit, size, material feel, what is not included.
- Give the listing the keywords it needs without reading like a keyword list.
</goals>
<instructions>
1. Write the description: a benefit-led opening paragraph, a short paragraph on how it feels and holds up in use, and a closing line on who should not buy it or what to pair it with.
2. Write 5 bullet points for the "highlights" area: feature → benefit, max 12 words each.
3. Write a 60-character listing title and a 155-character meta description.
4. List "Missing facts" the buyer would want.
</instructions>
<output_format>
Sections in this order: Description, Highlights, Title and meta, Missing facts. Plain text with headings. No commentary.
</output_format>
Example input
Product name: Harbor 18L Daily Backpack Specs: 18 litres; 900D recycled polyester shell with PU coating (water resistant, not waterproof); 16" padded laptop sleeve with a false bottom; separate shoe/gym compartment at the base with a mesh vent; YKK zips; two side bottle pockets fit a 1L bottle; sternum strap; 46 × 30 × 16 cm; 980 g; colours: slate, olive, black; spot clean only; 2-year warranty; ships with a removable key clip. Buyer: Commuters who carry a laptop and gym kit, want one bag for both. Positioning: $89, mid-range, built to last rather than fashion-first. Keywords: laptop backpack, commuter backpack, water resistant backpack Voice: calm, practical, specific
Example output generated with Claude Sonnet 4.6 from the example input above
Description
The Harbor 18L carries a 16-inch laptop and a full gym kit in one bag without either one smelling like the other. A vented compartment in the base holds shoes and damp kit away from your electronics, and the padded laptop sleeve has a false bottom so the corner of your machine never meets the floor when you set the bag down.
In daily use the 900D recycled polyester shell shrugs off rain on the walk from the station; it is water resistant rather than waterproof, so a real downpour calls for a cover. YKK zips, a sternum strap for the days the bag is full, and two side pockets that take a one-litre bottle round out a commuter backpack designed for repetition rather than show. It weighs 980 grams empty and comes in slate, olive and black.
If you need a water resistant backpack for a weekend away, 18 litres will feel tight; this one is built for the five days in between.
Highlights
- Vented base compartment keeps shoes and gym kit away from your laptop
- Padded 16" sleeve with false bottom protects the machine when you drop the bag
- Water resistant 900D recycled shell for rainy commutes
- YKK zips and a two-year warranty, built for daily use
- Side pockets fit a 1L bottle; sternum strap for heavy days
Title and meta
Title: Harbor 18L Laptop Backpack with Vented Gym Compartment (55 chars)
Meta: A water resistant commuter backpack with a padded 16" laptop sleeve and a vented base for gym kit. 18L, 980 g, YKK zips, 2-year warranty. (139 chars)
Missing facts
- Does the laptop sleeve fit a 16" MacBook Pro specifically (internal sleeve dimensions)?
- Is there a luggage pass-through strap for travel?
- Back-panel padding or airflow for hot weather?
- Is the shell PFC-free (buyers ask about coatings on recycled fabrics)?
- Return policy and whether the colour is true to the photos.
Why this works & how to customize
Why it works: most product descriptions fail by listing features without consequences, or by opening with the brand instead of the buyer. The prompt forces the feature-to-benefit link on every line and pushes the brand to the end. The "Missing facts" section is the hidden value: it tells you what your listing still needs before buyers ask in reviews.
How to customize: for marketplaces with strict title rules (Amazon, Etsy) add the character limit and required order to the instructions. For fashion, add fit notes ("runs small, size up") into specs and the model will address sizing in the second paragraph. For variant products, run once per variant with the differing spec, or ask for a shared description plus a variant line. Keep the voice field to three concrete adjectives; "luxury" alone produces the clichés the constraints try to ban.
How to customize: for marketplaces with strict title rules (Amazon, Etsy) add the character limit and required order to the instructions. For fashion, add fit notes ("runs small, size up") into specs and the model will address sizing in the second paragraph. For variant products, run once per variant with the differing spec, or ask for a shared description plus a variant line. Keep the voice field to three concrete adjectives; "luxury" alone produces the clichés the constraints try to ban.
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