How to: Optimize Your Product Listing

AMZTrackerAMZTracker admin
edited November 2015 in Amazon SEO
Hey guys, here is a breakdown on how to make sure your listings are good to go.

In case you missed it, we have a product optimizer tool here to optimize your products for high rankings. It takes the guess work out of it, but please read this post as well!

A. Product Title

Your product title is usually the first thing users see, and one of the key things affecting your amazon ranking. It should contain the right combination of targeted keywords to boost your rankings and clear enough sales verbiage to get users to click your link.

To create a compelling product title:

1. Use as many exact keywords as possible, while still having it sound natural to the reader.

For example, if you’re trying to rank for "laptop stands” and “elevated laptop stands” you may want to include both phrases in your title.

2. Ensure title is compelling to increase click through rates.

Your title should be so good that your customers HAVE to click through to see the listing. Not only do you want customers to click your listing in hopes of buying your products, but the higher your click through rate, the higher your rankings are going to be.

Example of a poor product title:
Laptop stand. Silver. Lightweight.

Example of a product title including benefits of product:
THE #1 Rated Laptop Stand in the World. Silver Finish, and Incredibly Lightweight.

Even better example using “longtail” keywords:
THE #1 Portable Laptop Stand in the World. Silver Finish. Best Lightweight Stands For Notebooks & Laptops In Existence. Highly Durable and Loved By All.

Here you can see that we targeted all of the following phrases:
•     Portable
•     Laptop Stand
•     Silver
•     Best
•     Lightweight
•     Notebooks
•     Laptops
•     Durable
•     “stand” and “stands”

Tip: Don’t be afraid to make your title extra long. Titles can be up to 500 characters, and while this may seem silly it's great for SEO.
*Edit* - Now only 200 characters in most departments

B. Bullets

Now that users have clicked through to your listing, sell them on the benefits using strategically written bullet points. Optimized bullets also help you rank better with Amazon.

•     Capitalize the main keyword or phrase at the beginning of each bullet point. (Draws attention & easier to read).
•     Use as many keywords as possible. Use both singular and plural forms.
•     Use long-tail keywords and phrases.
•     Use this section to cross-sell and up-sell.
        ex: "Use in combination with PRODUCT X for best results"
        ex: "Buy 3 bottles and immediately save 15%"
•     You can also down-sell your competition.
        ex: "Our Product X has been proven to outperform THEIR PRODUCT Y"
*** This puts your competition's keyword in your description for ranking purposes ***

C. Images

Do not underestimate the power of good images, both from a selling position and for ranking. Ensuring you have high-res images that attract your visually-inclined customers is vital.

•     Use at least 6 images (you have up to 9). Note: Amazon DOES rank higher for more images used.
•     Use as many high resolution images as possible (1000 x 1000) This is the minimum size necessary to allow the “zoom” on your pictures.
•     Be sure your images LOOK GOOD. Invest in high res photos and use photoshop if necessary.
•     Include images of product, label, trust sources ("Made in USA"), guarantees, etc.

Tip: If you're not proficient in photoshop, use Canva.Com or to edit and create compelling images.

D. Product Description

While the Bullets are often where customers confirm they are interested in the product, the description is usually where the sale is made. Be sure to use this section to reaffirm why your product is the best, most trustworthy option.

•     Use the exact search string.
•     Make sure your description is 1000+ characters. Use this chance to get as many variations of your keyword as possible.
•     Reiterate benefits of your product and address potential objections. Find the pain point and explain why your product is the solution.
•     Include common uses, ingredients (if applicable), warranty information, etc.
•     Use basic HTML to guide the reader through your content and make it easier to read.

E. The back end information

Optimizing the information in the backend of your product listing is integral to getting your listing in front of interested buyers. Be sure to include ample and accurate information in all the seller backend fields:

Backend Places For Information (Use every available spot that you can within reason):
•     Search Terms
•     Intended Use
•     Target Audience
•     Other Attributes
•     Subject Matter
•     Colors, Flavors, dimensions
•     Indications
•     Ingredients
•     Safety warning
•     Material

F. Reviews

Amazon users are highly influenced by reviews, and it's important for sellers to prioritize getting good reviews, and responding to poor ones.

How to get 5 star reviews for your product:

•     Have a great product. Seems obvious, but it's true.
•     Use the review network to incentivize reviews. This is helps you to get incentivized, un-biased reviews from vetted reviewers.
•     Ensure you have at least 15 reviews with an average rating of 4 stars or higher
•     Respond to bad reviews ASAP (You can get notified with AMZ Tracker's review monitoring system).

Tip: Be liberal with your refund policy.


  • Thank you for this great information with good examples. I have two questions or should I say need clarity on these points. 1) I know you punt longer titles, but apparently Amazon is pushing for shorter titles. What is a good approach? Max it till they warn you or go with shorter ones. Note: I had a title that was doing well with all the keywords that I thought is relevant - I've changed it in the last week to a shorter one to only include 3-4 of the main keywords that is converting best / the product rank the highest. The result, my sales went down over the last two days. :( 2) Can anybody clarify the target audiences that Amazon use in the back end information. Is it only demographics like males, females etc. ?
  • Please could you advise what 'Use the exact search string' means under Product Description above?
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