How Amazon improves Ad Copywriting: 3 Proven Tips With Examples

How to Write Great Copy: 3 Copywriting Tips

Many copywriters dream of creating viral or award-winning ads, but the most successful copy isn't about creativity for creativity's sake—it's about clarity, directness, and impact. The best ad copy puts the audience's needs first, speaking directly to their challenges and guiding them toward a solution.

1. Write for Your Audience, Not Yourself

Many copywriters imagine producing the ideal ad copy—a piece that goes viral, earns awards, or ignites lively debates in a Mad Men–esque boardroom. However, truly effective copy is marked by clarity, directness, brevity, and vivid description. To help your client hit their sales targets and satisfy customer expectations, it’s vital to view the message from the perspective of the intended audience.

Solve Their Problem, Not Yours

Rather than simply displaying what a product does, many brands miss the opportunity to show how it actually benefits customers. Strong ad copy reverses that narrative by asking not 'What do we do?' but 'How can we solve your problem?'

Consider Monday.com's CRM ad as a perfect illustration: when users search for 'CRM for small-medium business,' the ad doesn’t just list features—it immediately emphasizes how it streamlines lead tracking, deal management, and workflow automation.

The headline instantly signals that Shopify Plus is designed for enterprises, while the description acknowledges core business challenges:

• "CRM for Small-Medium Business - That's Actually Easy to Use" →Directly counters a major pain point: most CRMs are complex and difficult to use. This reassures SMBs looking for a simple solution.
• "An Intuitive CRM to Better Track & Manage Leads, and Close Deals Faster." →Focuses on solving efficiency problems: tracking leads and closing deals without frustration.
• "Try For Free. Get Started in Less Than 2 Minutes!" →Removes adoption barriers by making the decision risk-free and effortless.

Instead of simply showcasing features, this ad positions the CRM as a direct solution to the user's challenges, making it more relevant and compelling.

2. Content Matters, but So Does Structure

Even the most compelling message can fall flat if it’s hidden within a cluttered or disorganized ad. How you format your copy is just as crucial as the message itself.

Lead with Your Strongest Copy

Most people skim ads instead of reading them word-for-word. In fact, research by the Nielsen Norman Group shows that only 16% of users read entirely while 79% just scan.

Similarly, Penn State research found that over 75% of people share links on social media without even clicking on them. (Source: Penn State Study)

This behavior underscores why your most persuasive message should be front and center. If your strongest selling point is buried in the middle or at the end, it’s likely to be missed. Presenting key benefits, solutions, or credibility upfront ensures maximum impact.

3. The Power of Word Choice

The choice of words can transform your ad into something that feels personal, urgent, and engaging. The right tone can be the critical factor between an ad that converts and one that goes unnoticed.

Use "You" and "Your" for Personalization

A fundamental principle in effective marketing is to speak to an individual rather than addressing a generic crowd. When your ad copy resembles a personal conversation rather than a broad announcement, it naturally draws more engagement.

Using words like 'you' and 'your' introduces a personal touch, making potential customers feel seen, appreciated, and directly spoken to instead of being just another face in the crowd.

Take a look at this Digital PR ad from Digital Third Coast:

This ad is a great example of how to effectively use "you" and "your" to make the message feel more personal and engaging. Notice how just by switching one word, the copy sounds more personal.

Amazon's Ad Copy: Tips in Action

We've covered key tips to keep in mind. Now, let's take a look at real examples from Amazon to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

The ad copy immediately addresses the audience's needs by shifting from a feature-focused approach to highlighting clear benefits. It speaks directly to the reader's desire for convenience, flexibility, and reliability—solving the common problem of inconsistent pharmacy access. This approach aligns with the sub tip 'Write for Your Audience, Not Yourself' and 'Solve Their Problem, Not Yours', ensuring that the copy centers on how the service makes the customer's life easier, much like Amazon’s customer-first philosophy.

2. Content Matters, but So Does Structure

The structure of the copy is strategically designed to capture attention quickly. It leads with a compelling benefit—'Finally, a pharmacy on your schedule'—which adheres to the tip of 'Lead with Your Strongest Copy'. The subsequent list of benefits (24/7 access, transparent pricing, easy refills) is laid out in a scannable format, ensuring that even cursory viewers grasp the value. The clear call-to-action at the end reinforces trust and motivates immediate engagement, conforming to the recommendation of ending with a strong, reassuring closing statement.

3. The Power of Word Choice

The language used is clear and benefits-focused, employing personal and direct terms like 'your schedule' and 'delivered to your door', which resonates well with the audience. This method of using personalized language—using 'you' and 'your'—aligns with the sub tips for effective marketing, making the ad copy engaging and relatable. It mirrors the language potential customers use when discussing convenience and accessibility, echoing Amazon’s commitment to addressing user needs with precision and warmth.

1. Writing for the Audience, Not Yourself

The ad copy is customer-centric, addressing immediate healthcare needs by directly acknowledging the pain point of lengthy waits. It shifts focus from the product features to the benefits the patient truly cares about – immediate, accessible care. This mirrors the principle of 'Write for Your Audience, Not Yourself', similar to how Amazon speaks directly to its diverse consumer base, ensuring the audience feels personally catered to.

2. Content Matters, but So Does Structure

The structure is tactically designed with a compelling, attention-grabbing headline that contrasts 'Same Day' versus 'Someday' care. It places the strongest benefit at the forefront before detailing the range of services and concludes with a reassuring close. This adheres to the guideline of leading with strong copy and ending with a statement that builds trust, parallel to effective ad copy strategies used by major brands like Amazon.

3. The Power of Word Choice

The word selection is deliberate and personal, using direct phrases such as 'we've got you', 'on your schedule', and 'human-centered primary care' to evoke a sense of immediacy and care. The emphasis on 'you' and 'your' not only personalizes the message but also ensures the ad resonates deeply with its audience, reflecting the power of tailored language that brands like Amazon employ to connect with individual customers.

Conclusion

Great ad copy isn't just about being clever—it's about understanding your audience, structuring your message effectively, and using the right words to drive action. The examples from Amazon demonstrate how well-crafted copy can make an ad more engaging, easy to understand, and conversion-focused.

Key Takeaways:

• ✅Write for Your Audience

  Focus on their needs, not features. Align with their goals and search intent.

• ✅Structure Matters

  Lead with your strongest copy. Keep it short, scannable, and benefit-focused.

• ✅Use the Right Words

  Start with action verbs, personalize with "you", and keep language simple.

By applying these principles, you can craft ad copy that grabs attention, builds trust, and drives higher conversions—just like Amazon.