Amazon listing optimization:
Built on your buyers’ insights.

What makes a good Amazon listing

A listing has to do two jobs. It has to be found, and it has to convince. For discoverability, relevance counts: are the terms customers search for in the title, bullet points and backend search terms? For sales, conversion counts: do the images and copy answer the questions buyers have before purchasing?

The two are connected. Amazon rewards listings that get clicked and bought with better placements. A listing that gets many visitors but sells little loses visibility over time. Rufus, Amazon's AI shopping assistant, is also becoming more important: it answers buyer questions from your listing content, reviews and questions and answers. Complete and precise information therefore pays off twice. More on this in Amazon Rufus AI.

You will find a compact overview of all the levers in Amazon Listing Optimisation: The Practical Overview.

Optimizing the product title

The title is the most important visible text field. In search, it decides whether someone clicks. A good title names the brand, the product type and the two or three attributes customers filter by, for example material, size or quantity.

• Clear rather than stuffed: Amazon recommends short, easy-to-read titles without promotional phrases such as "bestseller" or "top deal".
• The length depends on the category. Amazon has tightened the requirements in recent years. Check the style guide for your category in Seller Central.
• The most important terms up front, because on smartphones the title gets cut off early.

Bullet points that sell

In the bullet points, usually five, you describe benefits and features. The best source for this is your reviews and customer questions: they show what matters to buyers and what makes them unsure before purchasing.

• Benefit first: start with the advantage for the buyer, then back it up with the feature.
• Answer objections: if many buyers wonder how much effort cleaning takes, the answer belongs in a bullet point.
• No unsupported promises: health or efficacy claims are strictly regulated in many categories.

Sellercore writes bullet points based on these insights and delivers several variants per point, for example with the benefit at the start or as an answer to a typical question.

Using backend search terms the right way

The backend search terms, called "Generic Keywords" in Seller Central, are invisible to customers but feed into search. This is where you add terms that have no room in the visible text, such as synonyms or alternative spellings.

• The field is limited to less than 250 bytes. Umlauts and other accented characters count double.
• Do not repeat terms that are already in the title, and do not use other brands' names or ASINs.
• Separate terms with spaces, commas are not needed.

Amazon Keyword Research shows how to find the right terms. Amazon SEO explains the background to search.

Product images that convince

Strict rules apply to the main image: a pure white background, only the product being sold, no text, logos or watermarks, and the product should fill about 85% of the image area. From 1,000 pixels on the longest side, customers can zoom into the image.

The additional images tell the story. Backgrounds and text are allowed here. A proven approach is to give every image slot a clear job:

The Image Optimizer plans your images exactly according to this scheme, with a briefing, a composition and four variants per slot.

A+ Content: more room for your brand

A+ Content replaces the simple product description with modules containing images, text and comparison tables. This lets you explain your product in more detail and strengthen your brand. It requires Amazon Brand Registry.

Sellercore writes A+ Content from the same buyer insights as your bullet points and, if you wish, publishes it directly on Amazon. What makes good A+ modules is covered in Creating A+ Content: Best Practices.

AI images and AI copy on Amazon

AI-generated content is not prohibited on Amazon, but rules apply. Content must show the product accurately, and there are labelling requirements for AI-generated images. Check what Amazon and the EU currently require before you publish.

Testing listing changes

The most reliable way to see whether a new title or a new main image sells better is an A/B test. With Brand Registry you can use Amazon's Manage Your Experiments tool for this. It shows two variants alternately and evaluates which one performs better.

Without a test, the conversion rate in the Seller Central business reports helps. Compare periods of the same length and watch out for special effects such as promotions or advertising changes.

Why a listing gets suppressed

If mandatory information is missing or an image breaks the rules, Amazon removes a listing from search. In Seller Central it then appears under listing issues. Common causes are a main image with text or a coloured background, missing mandatory attributes for the category or a title that is too long.

Sellercore shows you these listing issues. You add missing attributes in the PIM and send them straight to Amazon.

Key terms explained

Listing

The product detail page of an ASIN with title, images, bullet points, description and backend data.

Bullet points

The bulleted points below the title, usually five, with benefits and features.

Backend search terms

An invisible keyword field, limited to less than 250 bytes.

A+ Content

An enhanced product description with image and text modules, only with Brand Registry.

Conversion rate

The share of visits that lead to a purchase. Shown in Seller Central as the percentage of sessions with an order.

Rufus

Amazon's AI shopping assistant, which answers buyer questions from listing content and reviews.