A Complete Guide to Amazon Listing Optimization

Have you ever wondered why some products appear in Amazon searches regularly while others are barely visible? Or why do some product listings appear to generate a lot of sales while others only generate clicks?

The differences between a brand that succeeds on Amazon and the one that fails comes down to Amazon listing optimization in many cases.

If you’re an Amazon seller, you’ll almost probably need to create an Amazon product listing optimization at some point. This could be a one-of-a-kind package, a private-label item, or a new retail arbitrage item. 

Create product listings that are both informative and convincing to increase sales and improve your products’ rating.

What is an Amazon Listing? What Does it Mean to Optimize it?

An Amazon product listing, also known as a product page, is a page on Amazon’s platform that provides customers with all the information they require for a certain product. 

Product photographs and videos, brand-created promotional content, a product description, technical specifications, questions and answers, and customer reviews appear on the product page. In addition, the ‘Buy Now’ button is prominently displayed on the product page.

The process of refining your Amazon listing content, reviews, advertising strategy, and product exposure to enhance traffic and conversion is known as Amazon listing optimization. 

This doesn’t have to be a difficult process—if a customer can find your product, recognize it, comprehend what it is and accomplish, and see themselves using it, you’ve done your job.

Why Should you Optimize your Amazon Listings?

The answer is straightforward, and you must improve your product listings to sell your product on Amazon. Customers can’t touch, smell, read, or see the goods in the same way they can with in-person purchasing. 

You can create the store experience for online consumers with optimized product listings, ensuring they have all the information they need to purchase. These listings make your goods stand out while ensuring consistency in your brand messaging.

Furthermore, Amazon sells many products, resulting in near-endless rivalry. So even if you have a fantastic product, if customers can’t locate it, you won’t be able to sell it. 

Product listings that are optimized help your customers find your product among a sea of competitors and, ultimately, buy it.

Steps to Optimize Amazon Product Listing 

Each component should lead the buyer through a decision-making process to help them decide whether or not to purchase your product. 

Your amazon listing should be simple to find and, ideally, unique. So let’s look at how you might improve each part of your amazon product listing.

Product Title

Amazon listing allows product titles to be up to 250 characters long in most categories. But, surprisingly, most merchants limit their descriptions to less than 200 characters. 

While Amazon specifies that your title can be up to 250 characters long, there is still a suppression rule that bans listings with titles longer than 200 characters from being displayed.

The buyer should be able to decide whether or not to proceed based on the information provided in the title. Include the most important information; the information you’d look for if you were looking for your merchandise. Think about the brand, model, size, quantity, and colors, to name a few.

You’ll be permitted nine product photographs on Amazon, including a lead image. As many high-resolution photos with a width of 1,000 pixels and a height of 500 pixels as you can. 

The majority of products benefit from a white background for the main image. Next, show your product from various angles, and use the remaining photographs, including a product package photo.

Product Highlights

On Amazon, you have 1,000 characters to describe the major aspects of your product. It can be used to persuade potential customers that your product is better than the competition by clarifying its characteristics and advantages. Put yourself in the customers’ shoes and assist them in visualizing the benefits and experience of utilizing your product.

How can you improve the usability of your product?

You’re selling by enticing clients to visualize themselves utilizing the items. This could include using real-life examples or lifestyle applications to demonstrate how your solution solves difficulties.

The length of Amazon bullet points varies per category. Unless Amazon specifies otherwise, around 200 characters will be adequate to describe features and include key terms in bullets.

As the bullets display beneath the A+ descriptions on Amazon’s mobile app, keep mobile optimization in mind. Customers must click to read the following 400 characters for each bullet. If your bullets are too long, you’ll end up with a wall of text that’s difficult to see on a smartphone.

Product Description

The product description is your chance to show how your Amazon product listing stands out among competitors in its category. Amazon allows you 2,000 characters to describe your product and what it does for potential buyers.

Expand on any of the qualities you identified earlier to make the most of your 2,000 characters. For example, to make it easier for potential customers to read, use short words and emboldening to underline important information.

This section might contain any essential information about the product or company. Don’t go crazy here because you don’t want to mislead the customer or set excessive expectations.

Here below learn how to optimize your product description:

  • Introduce New Features and Benefits: If your product has more than five characteristics or benefits, include them in the description box.
  • Back up your Claims: It’s subjective when you say anything intriguing about your product. Of course, you believe your product is amazing, but the confirmation comes when another company or industry expert praises it.
  • Highlighted Applications: Even if you try your hardest, simply describing features and benefits may not be enough to help the buyer understand how your product would better their lives. Real-world examples go a long way toward assisting customers in experiencing your product through their reading content.
  • Fields for Term Search: Once you’ve collected your list, you’ll want to include your favorite keywords in the title and bullet points. Whatever is left will be entered into the ‘Search Terms’ sections of the backend. The maximum length of a keyword in the standard Search Terms box is 250 bytes. These should be terms you’ve never used before in your copy. A byte equals one character for letters and digits and two for symbols and special characters. 

If your Search Terms field exceeds 250 bytes, it will be ignored. Instead, enter less important keywords in the Intended. Use, Target Audience, and Subject Matter fields. Each name must have its terms.

  • Keywords

To optimize their product listings, merchants should know what keywords they’re targeting and ranking. For example, using incorrect keywords in an Amazon listing product is a common Amazon seller blunder.

Use keywords that are related to your content alone. For example, keywords can be used in the title and product characteristics. It should be included in places like the title and product characteristics on your Amazon product listing.

  • Product Evaluation

The best technique to earn a 4 or 5-star products rating is to deliver a high-quality product that you accurately portray. Then, double-check that any negative or neutral product reviews you receive follow Amazon’s rules.

If a buyer leaves Amazon seller feedback as a product’s review, you can ask Amazon to remove it.

  • Product Analyses

Product reviews are critical on Amazon for the seller. They serve as social proof of the high quality of your product. On the other hand, product reviews are harder to come by, particularly for new vendors and products. 

Using automated feedback services like Feedback Express can make requesting product reviews easier. In addition, by using templates demonstrated to boost buyer engagement, you may get ahead of the competition.

  • Competitive Pricing

The final step is to make sure your Amazon-optimized listing is competitively priced. Price is everything these days, with fiercer competition and many merchants selling the same things.


The Amazon marketplace is an excellent way to sell items online and connect with a global audience of potential customers. As an Amazon seller, you should be willing to go to any length to optimize your Amazon product listing. 

Although the industry is competitive, you may see better results if you put in the work to complete proper keyword research and optimize your content.

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