You’ve probably heard about Amazon’s goal to be the Earth’s most customer-centric company. Having clear, concise, and accurate app descriptions is one way the Amazon Appstore for Android strives to meet that goal.

When submitting your app(s) to the Amazon Appstore Developer Portal, you can provide content for the app’s product detail page. We’d like to share some of the key standards we use to help you along your way to great app product detail page content.

Title

The title is the first thing a customer sees and may even be the term they searched on. It appears at the very top of the product detail page, right above your company name.

• Keep it simple. Don’t include extraneous marketing verbiage such as “MyAppTitle – the best most greatest app in the whole wide world and beyond!!!!!!!!”

• Make it readable. Unless your app has special capitalization (PicSay, SwiftKey, SeekDroid), capitalize the first and last words of the title, no matter what part of speech. Between those words, capitalize each word except for coordinating conjunctions (and, but, or, nor, and for), articles (the, a, an), and prepositions of four or fewer letters.

• Be concise. No more than 100 characters—it’s a title, not a Tweet!

• Be clear. If your app has multiple versions, let your customer know by calling it out in the title (e.g., Premium, Pro, Lite, Donate, Free).

Description

The description appears on your Amazon product detail page in a section titled Product Description and provides you the opportunity to sell your customer on downloading/purchasing your app. Consider your audience. Who is your app’s target customer? Make sure the customer knows you are speaking to their interests.

• What is your app’s point of differentiation? What are the key features of the app? Let customers know why this app is special and something they need.

• Be truthful and avoid being vague. Don’t lead your customers to any unsupported conclusions—that leads down a quick path to unhappy customers and bad reviews. Accurate details always trump vague claims.

• Avoid describing specific how-to information for the app. Customers want to know more about your app features than the step-by-step details on how to use it. That information would be more beneficial placed in a help section within the app. Use the description to sell your app!

• If your app uses another app (like Adobe AIR) or synchronizes with a service (like Pandora) be sure to mention that information. Always let the customer know when fees are involved. Be up front with our customers and you’ll build customer loyalty and trust.

• Use active (vs. passive) voice. Using active voice makes your meaning clear to the customer, and keeps the sentences from becoming too complicated or wordy.

Product Feature Bullets

Product feature bullets summarize key features of your app and are displayed in their own section, titled Product Features, on your app’s product detail page.

• Detail your app’s specific features or actions and list its main (or most compelling) feature first. Some customers may only read the features bullets on your app’s product detail page, so it is important to make them as comprehensive as possible while remaining concise.

• Try to sum up your app in 3 – 5 bullets.

• Capitalize the first word and don’t end a bullet with a period—remember that the product features are a concise feature list and not full sentences (like these bullets!).

• Make the bullets parallel by starting with the same part of speech (e.g., noun, verb), using the same verb tense (e.g., present, past, future), and the same voice (e.g., active or passive, preferably active).

Upload!

Upload all of your app metadata (content, images, basically anything other than the actual APK) in your Developer Portal account within the app profile.

The title will go in the General Information section.

The description will go in the Merchandising section.

The Description field allows for 4,000 characters. If you have more to say, you can send us additional information via the Contact Us link in your Developer Portal account.

Using the knowledge we gain from your provided description, testing your app, and listening to general customer feedback, the Amazon Appstore team will publish content that most accurately represents your app in a manner that customers will find clear, concise, and pertinent to their needs.