Dos and Don'ts of Amazon Product Listing Optimization

November 19, 2020
Written by Jayce Broda

If you haven't been living on a rock this past couple of years, you'll know how huge and popular Amazon is. People searching online would have stumbled onto this platform and bought a few items. As a business owner, Amazon is the perfect place to sell your products. However, getting your product to rank first in the Amazon search engine can be a bit tricky. To key to this is Amazon product listing optimization.  

As a newbie seller, it must have frustrated you that you haven't made any sales. Heck, even veteran sellers have a hard time ranking high on Amazon to attract customers to their listing. But other successful sellers continuously make a sale, what could they have done that you haven't? Find out as we discuss the best practices in Amazon product optimization. 

Let's get to know Amazon Product Listing Optimization.

Amazon product listing optimization is the process of upgrading your product listing to increase visibility, rank high on Amazon search engine, increase the conversion rate, and finally, generate sales. The process involves picking keywords to use for your listing, increasing your customer reviews, and creating good product images. 

You might ask, why do I need to optimize my product listing?

Based on the report published by Statista, Amazon generated a total net sale of 87.44 billion dollars in 2018. With this data, we can tell that Amazon will continuously grow over the years, thereby giving sellers more opportunities. Hence, optimizing your product listing is essential to drive traffic and gain sales. 

By optimizing your product listing, you can increase visits in your listing, boost conversions, and gain sales. It's also helpful to know that Amazon has its own set of rules when it comes to ranking their products on the search list. They use their Amazon A9 Algorithm, which reads, scans, and analyzes data to help customers find the ideal product. Aside from analyzing data, it ranks products that are the most relevant in the top search results. 

Although Amazon has not revealed its recipe for the A9 Algorithm, some factors play a role in ranking high on Amazon. These include sale volume, stock availability, price, product reviews, and Amazon FBA. Take note of these factors when you optimize your product listing. 

As for the product listing, it includes six pillars. These are:

  • Product Title
  • Product Images
  • Key Product Features
  • Product Listing Description
  • Amazon Product Reviews
  • Amazon Product Rating

To improve your listing, you need to know the dos and don'ts. We'll discuss ways on how to enhance product listing on Amazon and optimize products on Amazon below. 

Product Title

The product title is the first thing your customers will see on the Amazon search results. It's also an essential part of your product listing because its keywords tell Amazon's Algorithm what your product is about and connects you to a buyer search. In other words, your product title is all about making your listing relevant to the buyers. 

Here are the dos and don'ts when it comes to optimizing your product listing.

Do’s 

  • Use relevant keywords in your product title.

The relevant keywords inserted on the product title should match the words shoppers use when searching on Amazon. This enables shoppers to quickly look for your product while doing its job of ranking it on the results page. Amazon has stated that you can only mention your keyword once, and additional uses shall not increase the value of the keyword. 

When looking for a keyword, you can consider one that has high search volume and relevance. Prioritize your keyword in your product title.

  • Add the benefits and features of the product.

Aside from the keyword, you should add the product's benefits and key features in your product title. Add elements such as material, brand, quality, or color. You can also add the terms such as “premium quality” to hook customers to your listing. 

  • Keep it under 250 words.

Amazon allows you a product title length of 250 words. Hence, with just 250 characters, briefly explain the features of your product to attract buyers. Think about the information your customer would want to see. Provide a descriptive title that will make it easy for customers to identify its features. 

Don'ts

  • Keyword stuffing

Many sellers make the mistake of adding all the keywords in the product title when Amazon mentioned only placing one. For example, Anker is selling an earphone on Amazon. Instead of using the keyword "earphone," they add "headset with the microphone." Although these keywords generate high search volume, it isn't relevant to the product sold by Anker.

Keyword stuffing also generates high irrelevant traffic. Instead of targeting buyers who will buy your product, you are not because you are targeting an irrelevant audience instead of your target market. It also leaves an increased number of bounces for those customers who land on your page but do not buy. Your listing can get demoted as a result.  

  • Don't add promotional statements.

It is made clear in Amazon’s terms that you should not add promotional information in your title. Keep it concise and descriptive, and capitalize only the first letter of the product title. Also, don't use any HTML tags or special characters. 

  • Don't add too much information.

Amazon only allows you 250 characters for your product title. Only include statements that are needed to describe the product you are selling. Too much information can make it hard for customers to identify your item. 

Product Images

They say a picture is worth a thousand words. In this case, it's worth a thousand dollars! Product images are an integral part of your listing because customers can visualize your item. You may even have noticed that customers often get to purchase a product with excellent and pleasing images. Investing in high-quality images can boost your sales and encourage buyers to buy yours instead of products from other brands. 

Dos and Don'ts for product images. 

Do’s 

  • Follow the requirements for the primary and secondary images.

The primary image is the image presented at the product listing. It is the first thing that customers usually see. To attract their attention, make sure that the product fills 85% of the image since it is more eye-catching than filling only 50% of it. Use 1500x1500 pixels, and shoot it against a pure white background. 

Once you have shot your product image, you can add additional images such as close-ups of product features, packaging, and product details.

  • Make your image eye-catching.

Product images should be aesthetically pleasing to encourage customers to buy your products. You can't do that if you have poor product images. Following Amazon's requirements, use a clear white background and invest in the right equipment to shoot your product images. To make it easier, you can hire a professional photographer to take the product photos. Try lots of angles to know which one will look best and improve the image using photo editing apps. 

  • Properly name your image for SEO purposes.

Your image file name is a factor for product ranking. Optimizing your file name can help Amazon's Algorithm in ranking your listing. The Algorithm only recognizes keywords on the image file, but they can't use the default file name. Change your file name and add descriptive keywords relevant to the product listing.  

Don'ts

  • Don't show irrelevant items.

Avoid including items that are not a part of the product. These can be used for additional photos, but not as main photos. Your main image should be on a white background and feature the product as a whole. 

product features

Key Product Features

Help your customers visualize the experience by explaining in 1,000 characters and five bullets the key product features. Persuade your customers through short and concise sentences that your product is better than those of the competitors. The product features shall give them a brief understanding of your product and help them decide if they will purchase it or not. 

Do's

  • Highlight five features

Utilize the characters to create a concise and descriptive definition of the product's features. Write each bullet point in fragments and begin each bullet point with capital letters. Also, incorporate key phrases in each bullet. 

  • Describe the most important features

The goal is to persuade your customers to buy your product. To do so, you need to explain its most important features in short sentences. Highlight these features and tell them how they can benefit from the product. 

  • Check spelling and grammar.

Spelling and grammar are essential to selling a product. You want to look professional when explaining your product, so check for misspelled words before posting the key features. Also, write all numbers as numerals and spell out the measurements. 

Don'ts

  • Weak key product features

The content of your product feature is more important than the number of product features you provide. You're not obliged to fill five bullet points for the product features. What matters is to deliver good bullet points to encourage buyers to purchase your product. 

  • Lengthy product features

If you have more than five bullet points to describe your product features, use the product description. You have more freedom to express and promote your product in the product description. 

  • Use of time-sensitive comments and special characters

You cannot mention subjective or time-sensitive comments, promotions, shipping information, or use special characters. Amazon is clear in their rules, so do follow them. 

Product Description

The product description is the last part of your product listing that you needed to fill out. Since the title and features sections require fragmented text, this description section is the place to really "speak" to your customer. Make you use this to share your brand's voice, tone, and personality through the text. It should be well-written with easy-to-read headers and clear and concise language.

Do's

  • Describe the significant product features within 2,000 characters

Following Amazon's guidelines, you can expound on your product features within 2,000 words in the product description section. Tell the buyers the size, style, and benefits of the product.  

  • Provide factual information

Like the key product features, explain the product's benefits and features in clear and concise sentences. You want to paint a picture in your buyer's mind, so be as detailed as possible. You may also include the brand name, warranty information, and care instructions.

  • Use correct grammar and punctuation.

Since this part is searchable on Amazon, use correct grammar and punctuation. Also, employ the use of keywords to describe the product in detail. 

Don'ts

  • Do not include promotional or subjective messages. 

The product description is a section where you encourage consumers to buy your product. It is up to them to decide whether to buy your product or not. Hence, you must not include promotional messages. 

  • Use special characters and HTML 

The same with the product features, you cannot use HTML or special characters. Avoid adding the company email address and website URL in your product description. 

Amazon Product Reviews

Amazon Product Reviews

Amazon product reviews are essential to serve as social proof that your products live up to the expectations. It's a way customers can ask other users' experience and verify the information on your product description. 

Do's

To receive a useful review from your customer, you need to provide them the best customer service and not compromise your products' quality. Make it a habit to offer them the best experience by updating them on their packages, always securely pack the item to avoid damage, offer returns and refunds for damaged items, and ensure they are satisfied with their orders.

Don'ts

As a business owner, you need positive reviews from your customers. Most of the time, customers have several questions regarding the product and shipment. Respond to them in a polite and friendly manner. If there are problems, find quick solutions. 

Amazon Product Rating

Once you get good reviews, your rating will increase. If you have a rating of 4-5, that means you are doing well. However, you may encounter negative reviews that can pull down your rating. Hence, you need to provide the best service and products. 

Do’s 

Your product rating can affect your store because customers sometimes filter the search result to only the top 4-5 ratings. If you encounter any bad reviews or have a low rating, you need to watch out. Check if these ratings have a pattern so you can know which aspects of your product you need to improve. You may also gather feedback from your customers through email campaigns and ask to resolve a problem before your customer can place a review. 

Don'ts

Do not ignore your product reviews and ratings. You need to keep an open mind regarding customer feedback to know which areas you need to improve. Also, follow the guidelines set by Amazon to avoid the suspension of your listing.

Key Takeaways

A robust and optimized product listing is essential to drive customers to your store and increase sales. By understanding the dos and don'ts of optimizing your product listing, you can have a steady stream of customers and improve your product ranking. To keep your listing relevant, we at Seller Interactive can help optimize your listing! 


Do you want to know more about how to optimize Amazon listings? Get help from Seller Interactive's team of Amazon specialists. Email us at [email protected] or [email protected] today.

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