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how to optimize a amazon product listing

How to Optimize a Amazon Product Detail Page

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Creating a product listing is simple. You add your product details, images description and you set your price. Once you have all of this information in a place you have your product listing. But Creating a great product listing takes time, with optimizations and some A/B testing to get everything running smooth.

I am going to go over some of the key elements that make a product listing great and to show you how to properly optimize your listing after you already created a product. If you haven’t created your listing yet you can view this article on how to create a new product listing on Amazon.

What makes a product listing great?

To create a great product listing, there are 6 key points that we have to keep in mind. Each one of these sections has to be optimized in order to succeed.

  1. Product Title
  2. Product Images
  3. Bullet Points
  4. Product Listing Description
  5. Product Reviews
  6. Backend Keywords

If you properly optimize each and every one of these your listing will stand a far greater chance of success on the Amazon Platform.

Product Title

The Amazon title character limit is 200 for most categories some categories have a limit of 150 characters. which is about 50 words. That is 200 characters of precious space that we need to fill with appropriate data and to include some of the main keywords that you will want to rank for. Also, try to keep your keyword relevant to the product.

The product title formate should be as follows:

Brand + Model Name (number) + Product Type, Color, Size

As an example, if you’re selling men’s sneakers, the product title should look something like this: Nike Black Size 14 Men’s Sneakers. This is an example of a minimal version of how it should look, and we’ll explore how to flesh it out (Remember titles are allowed up to 200 characters).

Helpful tips for writing a product title.

  • Write For Humans  – I know that you are trying to win and to optimize for Amazon’s algorithm. But the consumers are the ones you should be trying to impress. Write for the consumer and not for a bot try to make sure everything makes sense to the user.
  • Add Unique Value  –Add value to your product title think about what your target audience wants in a product. Do they care that your product is eco-friendly? or is your product soft and supportive? Try to add keywords that add value and outline the benefits.
  • Include Primary Keywords – Include 1-3 of your primary keywords in the title. Making sure that it is legible and suits the rest of your title.
  • Check your Competitors– Always look to what your competitors are doing and to see what keywords that are trying to go after. Do not copy their product title.

Amazon guidelines on how product titles should be written.

  • Capitalizing the first letter of every word (an exception to this is the word ‘and’, which should be in all lowercase letters) and don’t capitalize every single LETTER in the word.
  • Write ‘and’ do not use the ampersand (‘&’), unless the ampersand is part of the product’s brand name.
  • Write numbers as numerals do not use words (e.g. 10 instead of ten)
  • Units of measurements should be spelled out and not abbreviated (e.g. Pounds instead of lbs, etc.)
  • Do not put prices or promotions into your product title. There should be no suggestive commentary of any sort.
  • Size is not necessary if it doesn’t relate to your product. for example, a butter knife doesn’t need to have size.
  • Color doesn’t need to be listed unless your product has multiple color variations.

Product Images

Images are just as important for you ranking on Amazon, while these don’t help directly with keywords you are trying to rank for they do inprove CTR and conversions. Thus allowing you to increase your sales velcity and rank higher for the keywords you are aiming to rank for.

Main Image: The main image may only represent the product. Make sure that this image complies with Amazon rules. The main image must have a white background with the product taking up to 85% of the space. Do not add any wording or any unrelated to the product in the image. Make sure that the image is clear and recognizable. This is what the user first sees and has the biggest effect on CTR and conversions.

Detail Image: The remains images should show different angles of your product. Also, try to include product details and unique selling points. The unique selling points can be the same as the ones you put in your bullet points. This is just a visual representation of your key selling features.

Warranty Information: I always like to include information regarding warranties in my images as well as my bullet points.

Technical Requirements for Images

Image Size: Products images must be 1000×1000 or larger. (otherwise the zoom feature will not work).

Image Frame: 85% of the photo should be of the product.

Background: Product photo background must have a pure white background, unless this is one of your lifestyle images. The main product photo must have a white background.

File Format: TIFF (.tif/.tiff), JPEG (.jpeg/.jpg), GIF (.gif) and PNG (.png). Do not use any other format. JPEG and PNG are the most popular.

Color Mode: RGB/CMYK are both accepted formats.

Graphics: You must not include any text, borders, even logos on your main product image.

Bullet Points

The bullet point section has 5 bullet points to help you sell your product. There is a 1000 character limit 200 for each bullet point. This should be used to highlight the best features of your product and other unique selling points. Try using some of your main keywords in this section but make sure not to keyword stuff.

Best practices for crafting Amazon bullet point:

  • Imagine yourself as a Buyer? – Put yourself in the shoes of the buyer, what are some of the unique selling points you would like to see in the product you are selling.
  • Order By Importance – Put your most important features at the top, most people will Skim through this section not reading it all. So make sure the most important are at the top and moves down from there.
  • Check your competitors –Always look at your competitor’s listings to see what keywords they are using and how they are crafting their bullet points. There is so much you can learn from your competitors.
  • Include Warranties –Stand by your product and add warranties. This will help win your customers trust.

Additional Bullet Points

Going beyond the standard 5 Bullet points there is two more that you can add to your listing. These are hidden fields that can be added to your listing and are found in the backend of Amazon.

Import Designation works as a 6th bullet point, you can use this section to explain where your product is from for example made in the USA. If it is made in China I wouldn’t use this section.

Fabric Type

This acts as a 7th bullet point, Fabric type goes to the top of the listing so this will be your first bullet point. Use it to explain what your product is made out of.

Product Description

The product description has 2,000 characters for you to use. Try to craft a narrative helping to sell your product. Don’t think that customers are going to skim past this and not read it. For any customer that is on the fence of selecting your product they will read this section.

The product description section is also very important for adding keywords to your listing. Try using keywords that relate to your product that you haven’t already used in your product title and bullet points. Product title and Bullet points are a priority when it comes to keyword placement. The product description should be used to add a few extra keywords that didn’t fit into this space. but that being said you should really use this section to tell a story about your product that customers will want to buy into.

While creating your production description it is always important to make it look clear and legible. Try using HTML to your product description. Using line breaks, bold words, and paragraphs will help break up the text and make it look more professional and legible.

HTML Code for Amazon Product Description

Bold Text Style:

<b>Insert Text</b>

Line Break:


Insert Text



<p>Insert Text<p>

Bullet Points:

• Insert Text<br>

Copyright Symbol ©:


Trademark Symbol ™:


Registered Trademark Symbol ®:



Review Section on Product detail page.

Reviews offer social proof, trust, and credibility to your listing. Which helps drive sales and increase CTR and ranking within Amazon search.

Obviously, you want as many reviews as possible as long as your listing is above 4.3 Stars. With recent policy changes on Amazon, it has become increasingly harder to get new reviews on the platform.

Amazon has made an update on how you obtain reviews earlier this year. Right within seller central, you are able to request reviews from all of your orders. All orders that have been delivered you are able to request a review between a 4-30 day window. This is a manual process so you will have to do it for each and every order. Jungle Scout has recently added a bulk review request to there chrome extension if you are looking for a way to speed up this process.

Here are some helpful tips for getting more Amazon product reviews:

  • Use Auto-Responder Systems – Trying using an autoresponder to send follow up emails a few weeks after purchase. Feedback five Is our recommendation.
  • Inform & Follow Up – follow up with your customers make them feel valued and then ask them for feedback. Getting feedback isn’t about how much emails you send to your customers about how well you word it.
  • Don’t Break the Rules – Amazon is getting smarter day by day and is cracking down on solicited reviews. This might be a quick way to get reviews but runs a high risk of not only losing your product but losing your seller privileges for life.

Hidden Keywords

For the most part, we have been optimizing the front end of your product listing. One of the greatest things about Amazon is that you can enter hundreds of keywords in the backend, without bloating your titles and descriptions.

These hidden keywords fields allow you to rank for more keywords that you customers and competitors wont be able to see.

How to Use Search Term Field in Your Product Optimization

You should only use this section to include generic words that enhance the discoverability of your product. The search term field only has 250 characters of space so try to use it wisely.

  • Do not include brand names, product names, ASINs, or any other product identifiers.
  • Do not use any out of context words trying to show up for more. Amazon will not include these.
  • Put search terms in the most logical order, with your most important keywords first. ( Also don’t use any keywords that have already been included in your title and bullet points.)
  • Temporary keywords like “new” will not be included.
  • Don’t use punctuation in keywords this is just a waste of valuable space.
  • Do not add any common misspellings of a keyword Amazon will automatically use your keywords to search for the common misspellings.

It is always important to do your keyword research for Amazon. There is a lot of space you are able to fill up with keywords on your listing.

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