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Overview
Amazon acquired a few industrial and scientific companies, entering into a highly fragmented yet lucrative industry known for difficult catalog interfaces and highly technical information.
As they set out to make a groundbreaking user-friendly interface, they also invested in overhauling the product information. They hired a small team of writers with experience interpreting complex and technical information to craft easy-to-understand copy. I spent 5 years on the team.
Eventually this site became the Amazon Business we all know and love.
Case Study
Product descriptions for 'Hand File Sets'
(claim to fame: was spotlighted on Amazon's homepage on Black Friday)
Each product category has different uses and users, so my process starts with RESEARCH.
User Research
Gather user stats from the Amazon's category owner
Read through reddit threads, industry-specific message boards, to see what common questions are popping up from novices
Look through product reviews on amazon and competitors to see if customers are surprised about anything
Product Research
Look through all the product literature to see if all info users need is available
Have conversations with manufacturer's engineers to get additional info and/or clarification about product/concepts
Educate myself on the product concepts from reliable resources so I can clarify things for novices
Competitor Research
What information do the biggest competitors include?
What information is confusing to a novice (me)?
Each product category has different uses and users, so my process starts with RESEARCH.
In preparation to write the product descriptions, I created a template and a copy guide.
Why a Template?
Parallel structures enable quick comparisons between descriptions when users are trying to find the right product for their application.
Planning out the necessary info makes sure to address all of the paint points and needs identified in the persona above.
Why a Copy Guide?
It enables plug-and-play efficiency when crafting hundreds of descriptions, leveraging modular copy.
The spreadsheet is searchable and will have all of the copy needed for specific hand file attributes.
Crafted hundreds of product descriptions for Amazon Business's hand files category. Written using HTML coding for easy upload.
Industrial & Scientific > Abrasive & Finishing Products > Finishing Products > Hand Files
Product Description
The Nicholson 22030HNN 9-piece American pattern hand file set with ergonomic handles includes an assortment of file profiles, cuts, and lengths for shaping, sharpening, and removing material in both home and professional applications. The set includes a 6"/150 mm double extra slim taper, 6"/150 mm slim taper, 8"/200 mm half-round, 8"/200 mm flat, 10"/250 mm half-round, 10"/250 mm flat, 10"/250 mm round, 10"/250 mm mill, and 12"/250 mm mill file. The files have single-cut faces for use with light pressure, except for the half-round and flat files which have double-cut faces. All files, except the taper files, have a bastard cut for heavy material removal when finish is not a concern. The files are made from high-carbon steel for high strength and durability. The ergonomically shaped handles are rubber coated for comfort, grip, and increased control. The handles also have a hanging hole for storage and organization. The set comes in a red roll-up pouch with each compartment labeled with the file length, shape, and coarseness.
Assortment Contents
Double extra slim taper file
Length: 6"/150 mm
Cross-section shape: Triangle
Cut: Single cut on all faces
Application: For deepening curved spaces between handsaw teeth that are at a 60-degree angle and measure 8 teeth per inch
Slim taper file
Length: 6"/150 mm
Cross-section shape: Triangle
Cut: Single cut on all faces
Application: For deepening curved spaces between handsaw teeth that are at a 60-degree angle and measure 11 teeth per inch
Cross-section shape: Half circle
Cut: Double cut on round and flat side
Coarseness: Bastard cut
Application: For removing material from both curved and flat surfaces
Flat files (2)
Lengths: 8"/200 mm and 10"/250 mm
Cross-section shape: Rectangle
Cut: Double cut on faces, single cut on edges
Coarseness: Bastard cut
Application: For rapidly removing material from metal
Round file
Length: 10"/250 mm
Cross-section shape: 3/8" diameter circle
Cut: Single cut
Coarseness: Bastard cut
Application: For filing circular openings and concave surfaces
Mill files (2)
Lengths: 10"/250 mm and 12"/300 mm
Cross-section shape: Rectangle
Cut: Single cut on faces and edges
Coarseness: Bastard cut
Application: For sharpening mill or circular saws, and creating fine finishes on metals
Files are toothed tools that offer a controlled way to remove material from intricate shapes. The shape of the object being filed establishes which file shape and length should be used. For example, a round file is recommended when filing concave surfaces or enlarging holes. File length measures the cutting face and does not include the handle or tang. The cut and coarseness of the file determines how much material will be removed with each stroke. A single-cut file has parallel rows of teeth covering its face, removing small amounts of material with light pressure to create a fine finish. A double-cut file has similar teeth as a single-cut file but is overlaid with a second set of parallel teeth facing the opposite direction. This second set of teeth increases the amount of material removed with each pass, generates a rougher finish, and requires heavier pressure than a single-cut file. A rasp-cut file has individually-formed teeth that are raised above the tool's surface for removing large amounts of material from wood, aluminum, lead, and other soft materials. A curved-cut file has teeth arranged in parallel semicircles across the face of the file and is most commonly used for auto body projects. Most files are classified as American pattern or Swiss pattern, each has their own coarseness rating system. American pattern files are rated bastard (coarse) cut, second (semi-smooth) cut, and smooth cut. Swiss pattern files are recommended for precision applications and have a larger rating scale from coarse (00) to extra smooth (6).
Nicholson brand is manufactured by Apex Tool Group, maker of hand and power tools. The company, founded in 2010, is headquartered in Sparks, MD.
What's in the Box?
6" double extra slim taper file
6" slim taper file
8" half-round file
8" flat file
10" half-round file
10" flat file
10" round file
10" mill file
12" mill file
Roll-up pouch