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How to Optimize Amazon Product Listing – 7 Tips for Improved Visibility and Sales

March 30, 2022

According to Jungle Scout, a majority 63% of Amazon sellers achieve profitability in just their first year! They are able to accomplish this by optimizing their Amazon product listings.

Amazon listing optimization drives profitability in two ways:

  1. It presents your product to customers in a captivating yet descriptive way so they can make an informed purchase decision
  2. Amazons algorithm uses the details of your product listing page to push your product in front of relevant customers 

If you haven't optimized your product listing, your Amazon store is likely underperforming. 

The following tips will help you optimize your product listing so that more shoppers make it to your Amazon store and click that buy box!

Amazon Product Title Optimization

The product title is the most important piece of copy real estate available to you as an Amazon seller. 

Not only is it the first thing potential customers read when searching for your product, it’s also influential in Amazon SEO. 

Amazon’s A9 algorithm uses the title data for indexing. It’s used in determining if your product is relevant enough to appear as a search result for a potential customer. 

Therefore, Amazon product title optimization is extremely important to the success of your product.

For most product categories, Amazon allows a maximum of 200 characters in the product title.

It’s important to note that some Amazon categories have specific title requirements. Always refer to your category specific style guide to ensure compliance. 

How to Format Your Amazon Listing Title 

Start by completing Amazon keyword research to determine which keywords are most relevant to your product type that also have high search volume.

You shouldn’t use Google AdWords keyword research because the search intent for a Google searcher differs from an Amazon shopper. 

Your title should contain the main keyword phrase describing the product and a few top searched words or phrases related to the product type. 

Along with keywords, your title should include the following if applicable:

  • Important product features
  • Who or what the product is for
  • Size of product
  • Quantity of product included

Here are some examples of successful products.

amazon title dog collar
  • Contains keywords: “Tactical Dog Collar” and "Military Dog Collar”
  • Product size: Adjustable
  • Key feature of the product: Nylon, Heavy Duty, Metal Buckle, Handle
  • For what: Dog Training
amazon title furnace filter
  • Contains keyword: “AC Furnace Air Filter”
  • Provides exact dimensions
  • Key features of the product: MPR 1000, Micro Allergen Defense
  • For what: Is contained in keyword phrase “AC Furnace”
  • Quantity: 4-Pack

Notice that the furnace filter product title includes the brand name at the beginning, “Filtrete”.

This title format with the brand name in front is common because Amazon forcibly recommends it.

Amazon has a system in place that automatically pulls the information from your brand name field and place it there if they find you haven’t.

Large and established reputable brands already have indexed keywords that rank high in the search engine. Also, customers are likely to use the brand name in their search term to find the product.

Amazons recommended title format with brand name in front works well for these types of brands.

However, for new or small brands, it’s better to include keywords at the beginning for more efficient indexing. 

To avoid Amazon automatically pulling and inputting your brand name, enter “generic” into the brand name field.

Formatting the Amazon Product Title When There Are Product Variations

If your product has size and color variations, omit that information from the main product title and instead include it in the title for the child ASINs.

When the specific child variation is selected from the product detail page, the product’s additional descriptors will appear. That way, Amazon shopper can be certain of which product they are preparing to purchase. 

Amazon Product Images

Product images are your opportunity to showcase your product and catch the eye of Amazon shoppers. 

The main image is especially important because potential customers use it as the first indication of whether your product can meet their needs and desires. It should be able to influence customers to click into the full product listing.  

The main image should clearly depict the product over a white background, and the product itself should fill at least 85% of the image space. 

amazon product image phone case

It’s essential to adhere to Amazon’s product image requirements when creating your product images to avoid penalties. 

While the main image is most important, supporting images play an essential role in portraying the product story and what it would be like for the potential customer to own your product. 

Pro Tip: If you are brand registered through Amazon, you can also include a product video that will appear alongside your images. 

Here are some types of supporting images you should include. 

Lifestyle image with product in real life setting

Product benefit infographic

Product feature infographic

Size infographic

Easy assembly infographic

Best practice for Amazon product images is to have them professionally photographed or digitally rendered. 

Amazon Product Photography

Investing in professional photography is a common recommendation by Amazon gurus and experts alike. 

They have the best camera gear, lighting and background setup, and knowledge to showcase your Amazon product in the most captivating way. 

Photography services can also assist you in post-editing to create those infographics and present a full view of your product to Amazon shoppers. 

3D Rendered Images

3D digitally rendered images can highlight minute product details that are difficult to capture with a camera.

3d rendered watch

With 3D rendering, you also have more control and flexibility in showcasing the product because the laws of physics do not apply to the digital world. 

Whether you choose the authenticity of traditional photography or embrace modern digital image creation, ensure your images are excellent as they are a major factor in driving conversions. 

Bullet Points - The Features and Benefits

Product bullet points are where you introduce the features and benefits of your product to potential customers. 

Amazon allows up to five bullet points and a maximum character limit of 500 per bullet. However, the recommended length for bullets is 250 or less and under 1,000 in total. 

Amazons algorithm often indexes bullets alongside titles and backend keywords, but not always. 

Therefore, including a relevant keyword or two per bullet improves a product’s chances of appearing as a search result. 

However, keywords should appear naturally as readability and clear communication of product details are most important in driving conversions. 

You can choose to arrange the keywords, features and benefits of your product however you like, but we suggest the following. 

Start every bullet with a benefit to the potential customer and explain how the features of the product serve those benefits while including keywords in the natural language. 

This posture corrector listing shows this format in action.

amazon bullet points

For your fifth bullet, you can follow the same format as the first four or you can do as above and include a risk-free guarantee. A classic sales tactic proven to convert. 

If you sell through Amazon FBA, the customer already receives this guarantee from you anyway.

Product Description and Amazon A Content

The standard product description is a text-only field that allows you to elaborate on your product’s benefits and features up to 5,000 characters.

Incorporate relevant keywords that were not included in the title or bullet points while highlighting the best-use applications of your product in this section. 

Of all the written copy that appears in front of customers, the standard product description is the least important. Potential customers primarily rely on images, reviews and bullet points when making a purchase decision.

Important Note: Previously, in order to enhance an Amazon product description, it was encouraged to include HTML tags to improve readability. However, Amazon banned this practice in 2021.

It appears this change was implemented in order to push sellers to join the Amazon Brand Registry

The Benefits of Amazon A Content (Enhanced Brand Content)

If you are brand registered through Amazon, you can swap the normal plain text description for enhanced text layouts and attention-grabbing imagery with A+ Content.

This was previously known as Amazon Enhanced Brand Content until 2019. 

Through A+ content, the enhanced product description allows sellers:

  • Access to unique image and text layouts
  • Product comparison charts
  • Additional bullets with a bulleted features list
  • Custom paragraph headers and images

The goal of your product listing on Amazon is to provide enough details for a potential customer to make a purchase decision.

A+ Content can result in higher conversion rates, sales and traffic because it extends your ability to showcase your product digitally.

Customers can make more informed purchase decisions, leading to a better experience and an increased likelihood of satisfaction. 

There is Premium A+ Content too. However, it is by invite only with a minimum annual fee of $250,000, so it’s only applicable for major brands.

Build Consumer Acceptance With Reviews and Ratings

According to Jungle Scout, high product ratings influence 79% of Amazon shoppers. 

You don’t have direct control over them and they don’t dictate where your product ranks in search. However, product reviews are an important factor in driving conversions on your product listing page.

Amazon shoppers value review counts because they portray product acceptance and approval by others. 

Here are some strategies for gathering reviews to improve your product page and provide amazon shoppers the confidence to hit the buy box. 

Request a Review

While Amazon limits the types of messages sellers can send to buyers, requesting a product review is acceptable communication under Amazon policy. Simply select “Request a review” on the Order Detail page. 

amazon request a review button

Amazon Vine

Amazon invites reviewers who showcase product expertise and the willingness to write helpful product reviews into the Amazon Vine program

The Amazon Vine program sends reviewers your product to test for free in exchange for unbiased feedback.

This program is for pre-release or new products, and sellers can expect to receive up to 30 reviews if electing to take part.

Product Inserts

Product inserts are common practice for branded sellers on Amazon. They can include information on product support, discount codes and even requests for a review. If requesting a review on a product insert, it is against Amazon policy to:

  • Offer an incentive to write a review
  • Divert negative reviews away from Amazon
  • Explicitly request a positive review

Everything listed above so far is front end optimization because customers can see it, but Amazon has a backend too. 

Amazon Backend Listing Optimization

From the Inventory tab in Amazon Seller Central, you can go to manage inventory and edit your listing to include backend keywords. This indexes your product for relevant keywords that couldn’t fit into the front end listing. 

amazon backend

There are two spots to input keywords that are of extreme importance to your product listing:

  • Subject Matter
  • Search Term

After only your product title, the Subject Matter and Search Term fields are most important for Amazon SEO. They are even more important than either the product bullet points or the description for indexing your product!

Of the two, the Subject Matter field carries the greatest weight.

Therefore, input the highest volume, most relevant keywords that have not already been used in the product title there first. Subject Matter allows up to five lines of keywords with a maximum of 50 characters per line. 

Then, use any remaining keywords that are relevant with high volume and input them into the Search Term field, up to 249 bytes (1 byte usually equals 1 character). 

Don't repeat keywords already used on the front end. As long as a keyword is used once the product will be indexed for that keyword. Commas are also unnecessary and waste your allowed bytes. 

Types of Keywords to Include in Search Term Field

Using the example of a French press coffee maker, here are some examples of keyword types to consider using in the Search Term field. 

  • Benefit keywords: portable, cost effective
  • Problem keywords: stop wasting money on Starbucks
  • Solution keywords: control of coffee taste
  • Synonym keywords: coffee press, coffee plunger, press pot
  • Common mispellings: france press, french pressed
  • Use case keywords: travel coffee maker, personal coffee maker
  • Audience specific keywords: coffee maker for travelers

Completing in depth keyword research ahead of time and organizing the data accordingly is crucial to the success of your product listing. 

It’s important to do regular keyword research and update your backend keyword listing to remain competitive by adjusting to changing consumer habits and trends.

Amazon PPC - An Extra Push

Amazon does not provide specifics about its A9 algorithm used to rank products. However, it’s widely acknowledged that sustained sales velocity is a major factor in moving up the rankings towards the first page. 

Therefore, incorporating Amazon advertising into your product listing optimization strategy serves the overall goal of increasing your product’s visibility to achieve more sales. 

The keyword research you completed in order to optimize the front and backend of your Amazon product listing can also be used with Amazon PPC advertising to show your product when Amazon shoppers type relevant terms into the search engine. 

Use Amazon PPC to jump start your product listing’s sales velocity. Out of all the top Amazon FBA courses that we have gone through, this step is key.

Push your product listing to where most amazon shoppers can see your expertly designed product listing page and press the buy box after seeing how professional your page looks.

This only works if you maintain an adequate inventory. If you often run out of product, your sales velocity will be hindered and cancel out this strategy. 

Conclusion

Amazon product listing optimization can be an intensive effort but is absolutely critical to ensure you have the best Amazon FBA success rate.

If you lack the time to set up each of your product listings with the attention they deserve, consider an Amazon listing optimization service. 

You can use freelance sites like Upwork and Fiverr to employ an affordable optimization service to help your products achieve superior positioning in the amazon marketplace. 

Whether you use an Amazon listing optimization service or do it yourself, regular review and adjustment is necessary to remain competitive and continue improving your product’s ranking to show as a front page search result.

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