Everything You Need To Know About Amazon Listing Optimization


To gain visibility and grow your sales on Amazon, your listings need to be optimized to maximize user search habits. Amazon’s search algorithm helps pair up searchers with relevant product listings based on an intricate set of factors. “Optimization” is about more than just keywords. You need to understand how your entire product page and seller rank is attracting and converting searchers.


In this guide, we’ll go through all of the factors you need to focus on for an optimized listing that gains traffic, converts customers, and grows your business.



Image via Dream Host


1. Keywords

Amazon’s search algorithm will determine your listing’s relevance to a searcher based on your keywords. Keywords can be as broad as “plastic plant” or as specific as “plastic succulent plant in a white pot.”


You want to perform thorough keyword research to make sure the keywords you use on your listing are relevant. Look for keywords that have a high search volume with low competition in order to boost your search visibility.


The more specific you are the better. For example, you sell a gourmet nut platter. If your keyword was just “platter,” it could come up with chinaware platters for sale. You likely want to use the full phrase “gourmet nut platter” or even “gourmet nut gift” as your primary keyword.


Write your keyword phrases in the way your consumers will type it into the search box to find your exact product.


It’s important to note that your keywords’ success is directly linked to the popularity of the products you sell. A product that is trending upward will typically have more related searches than a neutral or negative product. Work with Seller’s Choice to find the best products that have a high volume of searches.


How to do keyword research:


Amazon’s algorithm is smart. You don’t have to worry about including plurals or hyphens anymore. The search result can figure it out appropriately.


You’ll want to come up with a list of keywords. You should have one primary keyword and three or four secondary keywords. Create a third list with all relevant keywords. This will allow you to target specific searches while still broadening your visibility.


2. Title

Your title should be clear and to the point. You don’t want your customer confused or lost about what the product is. The title doesn’t need to be catchy or grabby like an advertisement. Rather, you want to use the title to provide as much information to your customers as possible.


The title should include the primary keyword for which you’re optimizing. It should also include all relevant specs like the brand, model, product type, and color.


You want to include adjectives when possible as well. These shouldn’t be overly attention-getting but rather a conversational way to introduce your product.


For example:


text image


Although this headline is on the longer side, it includes all relevant product details with appropriate adjectives.


Focus on the first 50 characters. These are the words Amazon’s algorithm favors the most. We recommend putting your five most important points at the front followed by a dash with the rest of the information.


What not to do:

  • Keyword stuff (throw in a bunch of keywords)
  • Make it too long
  • Have your own brand name first (unless you have a well-known, highly searched brand name)
  • Write for the algorithm (remember: you’re writing for your consumer)


3. Bullet points

The bullet points are the main place customers look for information about your product. This is also likely where Amazon’s search algorithm most heavily searches for keywords.


How do you create successful bullet points?

  • Include the most relevant keywords. Don’t repeat keywords, and don’t keyword stuff.
  • Use short, readable phrases and fragments that are easy to skim. But don’t neglect grammar and spelling. Readability is key.
  • Limit each bullet point to ~200 characters maximum.
  • Address the most important features and benefits of the product.
  • Clearly explain what comes with the purchase, such as the number of items, accessories, batteries, assembly instructions, mounting materials, etc. You can also specify items that aren’t included for necessary clarification.
  • You shouldn’t mention a warranty, guarantee, or discount.
  • Don’t write in all caps or use emojis, symbols, or special characters.


Remember to write your bullet points in your brand voice. This helps convert your customer by engaging them with the lifestyle of your brand.


"“Optimization” is about more than just keywords. It's an art form."  -Click to Tweet-


4. Images

Images are what sell your products. Focusing on your photos is one of the most effective ways to boost your conversion rate and revenue. Think of the photos as prime conversion real estate. That means you’ll want to use all the image slots that Amazon allows (we recommend at least five).


The primary image should be a high-definition, zoomable photo of your product with a white background. The product should fill 80% of the frame.


The other images should show the product from different angles and uses. This gives the customer a sense of what the product looks and feels like, as though they were holding it in their hands.


You should also include at least one lifestyle image. This shows your product in use to demonstrate how it would fit into your customer’s lifestyle. We recommend showing someone from your target audience in the image to further relate to your customer.


Callout images help further describe the product in a visual way. Remember that most people are visual, so they’ll better understand information if they see it on your image. You can breakdown the ingredients in your snack bar, you can show off the different parts of an electronic, or you can describe the material and cut of your dress.


You can also include infographics, which explain how your product is relevant to the overall industry and lifestyle. This is a great way to share your brand’s social mission or educate about a unique product. Infographics are the new bullet points.


You can even include a video of your product to show it in use. How-to and brand videos are the top method of conversion on Amazon.


All images should be mobile-friendly and branded. The brand logo or name should appear on the product itself. This ensures you “own” your images while also showing a level of professionalism (and not breaking Amazon’s rules).


See Amazon’s product image requirements here.


5. Product description

The bullets and images attract the customer to buy, and the product description helps customers verify their purchase before check out.


The product description is where you expand on the information from the bullet points. This is where you address all important features and benefits and elaborate on the phrases from the bullet points.


Like the bullets, the product description should be written in your brand voice with a customer-centric view in mind. Think of all the possible questions your customer has about your product and address them in the product description.


If you’re having a tough time figuring out your unique value proposition, look at the reviews of your competitors’ similar products. You can look to see what customers are complaining about other products, which lets you know one of their greatest pain points. It’s your job to fix these pain points in your product, and then use the product description to discuss this value proposition.


For example, you notice that customers are complaining about how your competitor’s product fades after a few uses. In your product description, you can point out: “Won’t fade” or “Non-fading color guaranteed to last longer than the competition.” (Make sure that your product lives up to the product description value proposition.)


How to make the product description effective:

  • Use HTML formatting to make the description more readable and attractive.
  • Make sure you don’t stuff your product description. It should still be clear and readable.
  • You don’t want just one line of copy, but you also don’t want thick paragraphs of copy.
  • Although you should include keywords throughout the description, you also want to avoid keyword stuffing.
  • You also shouldn’t link out to your website or other products.


girl checking boxes


6. Structure

Variations are the key. Offering multiples of the same product instantly will give you a boost through Amazon’s search algorithm. It also appeals to your consumer who wants to select from multiple options and choices.


Learn more about the importance of product variations for optimization here.


7. Backend Information

Amazon’s search algorithm will also take the backend into account too. This includes the filter fields and sales terms, which help your listing appear when customers filter their searches on the left-hand sidebar.


The backend is also a great place to add in more keywords to widen your relevant searches. You want to fill out as much backend information as possible to ensure you’re showing up in the appropriate search results.


When filling out your backend, don’t:

  • Reuse keywords from the frontend (it’s a waste; optimizing once is enough)
  • Leave out information (be as specific as possible)
  • Use more than 250 characters (Amazon’s indexing rules)
  • Use punctuation (in the backend, you’re writing to the algorithm, not the consumer)


8. Enhanced Brand Content

Enhanced Brand Content (EBC) or A+ Content is available to Professional sellers who are brand owners with Amazon’s Brand Registry. EBC gives you the opportunity to add more content and personalize your listing to look more like a storefront. This is an opportunity to give your customers more info about your product and brand—especially visual info like images, infographics, and comparison charts.


Use the EBC to talk about your unique brand story. Think of it like your own website where you educate, tell a story, and discuss the main pain points of your audience.


Learn more about how to successfully use Enhanced Brand Content here.



Optimizing your Amazon listing means understanding your audience and engaging them with keywords, images, and branded content.


Is your Amazon listing performing as well as it should be? If so, let us know why in the comments below. If not, contact us to start optimizing for optimal conversion, revenue, and growth.

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