Listing Optimization

The Ultimate Amazon Listing Optimization Guide

by Eli S. May 20, 2022


The Ultimate Amazon Listing Optimization Guide

There are numerous examples of success on Amazon. But if you want to become a successful seller, you must understand Amazon listing optimization.


Amazon Listing Optimization is when you create your product listing to rank high on Amazon’s search engine. To start, you’ll need to understand the four components of listing optimization below.

The Four Main Components of Amazon Listing Optimization

You can break down the components of Amazon optimization into a four-step process:


  1. Finding keywords
  2. Creating content
  3. Getting quality product images
  4. Managing product reviews


None of these components work without each other. You can’t expect to do one and get results.

#1: Find Keywords

When you perform keyword research, it’s best to do so before selecting your products. Finding good keywords allows you to identify how many people are searching for your product. Knowing search count provides you with a good idea of well-selling products.


Keywords are what your customer types in the Amazon search bar to find their products. When finding the best keywords, you should focus on two areas:


  • Relevance (how good the keyword is at describing your product)
  • Competitiveness (how many fellow sellers are competing for the keyword)


Long-tail keywords, or those that are three or more, fulfill both needs. Long-tail keywords are more descriptive (pillows vs. blue memory foam pillows) and have fewer people searching for them. After all, there are more pillows in general than blue pillows.


To see this in action, use Amazon’s autocomplete search bar. See how typing the most basic description will automatically bring more detailed versions. Because this can be pretty time-consuming, you should use third-party tools.


The AMZScout Keyword Search tool, for example, allows you to filter by the following:


  • Search volume
  • Number of words
  • Specific words



This combination of targets helps you narrow down keywords faster. Start by five thousand searches and reduce your numbers by increments of one thousand to get started. You can also use a similar ASIN Lookup tool to see what your competition is doing.


#2: Writing Content

Once you have your list of keywords, you can start to write listing content effectively. Writing detailed and informative content for your listing provides three  advantages:


  • It provides you with more room to plant keywords naturally
  • It has a higher chance of eliminating any doubts your customer might have
  • You tell Amazon that you put extra effort into your listing


Various content sections you need to worry about a break down into three areas:

  • The title
  • Bulleted list
  • Product description

The importance of product titles

The title is typically what most people first see when searching for your product. Titles should be fewer than 80 characters, including the brand and what the product is. You should also include your primary keyword, the most relevant keyword from your research above.


For example, Dr. Brown’s Baby Bottle listing includes the brand, primary keyword (baby bottle and nipple brush), and several deciding factors like the soft touch and sponge brushes.

Understanding bulleted lists

Bulleted lists are just below the title and provide further clarifying information. These might include your primary keyword (if appropriate) and often include secondary keywords.



The point of bulleted lists is to introduce how your product’s features solve your customer’s problems. Using Dr. Brown’s example from above, you see clarifying details, mentions of an easy grip, and BPA-free plastic.

How to look at the product description

The product description is similar to the bulleted list but with more text room. The description has just as many opportunities as the bulleted list for keywords. However, this area is viewed less often because it requires scrolling, something people don’t always do.



There are a few approaches to creating a product description. However, you’ll find that your goal is the same: to eliminate any reasons a customer refuses your product.  Like this long sleeve shirt, clothing gives us excellent examples of this practice in action.


From the shirt listing, you’ll see images, sizing breakdowns, and washing details. So ask yourself to come up with 20 reasons why someone should or shouldn’t buy your product. This provides you with a firm foundation for product descriptions.

#3: Product Images

Product images are just as important as titles, as they are often the second or first thing your customer will see. But to do so effectively, you should follow Amazon’s guidelines.


First, your primary product image needs to be a high-definition photo with a white background. Most basic products have the same requirements.


Secondary product images should include some (or all) of the following:


  • Examples of the product in use
  • Images with text in them
  • Information on the dimensions of your product (or a way to determine size)
  • Infographics containing essential facts about your product
  • Brand images (if applicable)

This camping tent from Clays provides an excellent example of most of these in action. The combination of text and images boosts engagement and addresses people’s needs. Pay particular attention to the “one tree planted for every tree” image, which helps the company’s brand image.


If you sell clothing, the rules for product images will change for you. Seeing what your competition does with their pictures can often help you with where to start.

#4: Manage Reviews

When you want to boost your conversion rates, social proof helps. On Amazon, the greatest form of social proof is positive customer reviews.


The ratio of positive to negative reviews can make or break your business. But getting those positive reviews can be tricky, as Amazon has particular rules about asking for reviews. Here’s a shortlist of those:


  • You cannot ask for positive reviews (only ask for reviews neutrally)
  • Do not do anything that might discourage customers from leaving a negative review
  • Do not offer incentives in exchange for reviews (like free products or discounts)
  • Avoid emotional appeals that encourage positive reviews
  • Do not ask your friends and neighbors for reviews
  • Do not leave negative reviews on your competitor’s pages


So, how do you ask for reviews? Typically, the best way to do so is by asking your customer and thanking them for using a product insert.


A product insert often includes either discounts or thank-you cards for their business. Having them (with no incentives) boosts your chances of a response. Amazon will recognize you as a quality product provider with more positive reviews.


Amazon Listing Optimization is a multi-tiered process to help increase your product sales. By creating the best listing, you tell Amazon that your product is worth buying. Customers will also see your effort, ensuring you remain at the top of search results for your desired keywords.

Just be sure to go through all four processes. If you skip one, you won’t get the results you expect.