Your Ultimate Guide To Amazon Listing Optimization in 2021

What Is Amazon Optimization?

Amazon optimization is the process of upgrading product pages to improve their search visibility, click-through rate (CTR), and conversion rate (CR) to generate more sales. This process includes: keyword discovery, optimizing listing text and image content, and increasing the number of reviews.

Listings are perhaps the most important part of selling on Amazon, and yet correctly optimizing them to appear in the search results is not the easiest of tasks, especially if you’re just starting out. Because millions of sellers list products for sale on the site, it needs you to employ strategies that will make you stand out.

Employing the correct strategy will make you rank high, giving your product a chance to appear among the top products on the search results. To be among the top ranks, Amazon puts into consideration performance metrics and relevance metrics.

Performance Metrics Include:

  • Click-Through Rate (CTR)
  • Conversion Rate (CR)
  • Overall Sales

On The Other Hand, Relevance Metrics Include:

  • Product Title
  • Product Description
  • Search Terms
  • Seller Name (Brand)

Generally, performance metrics rely on the relevance metrics. Optimization enables you to get the right relevance metrics.

What is Amazon Listing Optimization?

Amazon is a pretty complex ecosystem of listings, brand pages, advertisements, and more. To make into the top ranks with your products, you have to invest time and effort in optimization.

Amazon listing optimization is the process of upgrading your product page to make it rank higher on search results and become more visible. The upgrade increases the number of clicks on the product, improving the conversion rate and eventually increasing sales.

The process of Amazon product listing optimization involves:

When listing your product, you need to consider all the elements of Amazon product listing optimization.

Why Spend Time To Optimize Your Amazon Listings?

The task of optimization on Amazon has numerous benefits, especially when you’re first releasing new products but also updating older ones or trying to meet certain business goals. Some of the benefits include:

  • Improving Keyword Ranking On The Results Page
  • Increasing Meaningful Leads & Conversion Rate
  • Improving Amazon PPC (Pay-Per-Click) Efficiency
  • Creating A Strong Brand
  • Creating Loyal Customers

How To Optimize Your Amazon Listings Effectively

Amazon is still growing to this day, including sellers trying to steal your market share. Optimizing your listing effectively will help you soar above their product pages, but how do you do it?

Here are five tips to help you with optimization:

  • Make The Titles Descriptive – it needs to provide the audience with relevant information that will make them click on your listing.
  • Include Keywords In The Title – keywords will enable you to appear in relevant search results.
  • Think About Your Audience – they are the people that will click on the listing and go ahead to purchase your product.
  • Do Not Fluff The Title – do not waste precious space with irrelevant words in the title.
  • Observe Best Practices

The best thing to note is that the product listing must contain the searched keywords to appear in the Amazon search. Therefore, the first rule for optimization is to include the relevant keywords on the product page.

7 Steps To Get Your Amazon Optimization Process Going

Optimizing your listing and overall presence on Amazon is a process, not a one-time thing. So you need to follow a few steps to get things going and be consistent over time:

Step #1: Optimize The Product Title

optimize Amazon products by enhancing bullet points and descriptions

The information contained in the title should make the buyer decide whether they will continue or not. As a seller, you need to include the crucial information you would love to see about the product if you were a buyer.

Generally, some of the details to include:

  • Your Brand
  • Model
  • Size & Quantity
  • Color
  • Design

As much as you need to include the information, it is vital to understand that Amazon has a formula template for writing the titles based on the product type. Generally, the title starts broadly and goes on to list more specific properties at the end.

Some of the template recommendations by Amazon include:

  • Cutlery & Cookware: Brand + Line + Size+ Product Type
  • Bath Towels: Brand + Line/Pattern + Material + Product Type + Quantity, Color
  • Video Games: Brand + (Model Number if unclear what product is) + Product Type + (Platform)
  • Jewelry: Brand + Product Category + Sex + Metal Variation + Shape + Material + Product Type

To understand how to optimize your amazon product title, consider the kind of questions customers ask about your product. Additional tips include:

  • Do not use all caps, but capitalize only the first letter of each word
  • Avoid including price and quantity
  • Ensure all numbers are numerals
  • Avoid promotional messages like discounts
  • Do not use symbols

Step #2: Optimizing Product Images

Providing high-quality photos provides esthetic value to customers. Naturally, people quickly get drawn to visual imagery compared to any other form of content.

Every Amazon entrepreneur needs to understand how valuable nicely taken high-quality images of products can be. They can bring favorable results.

Taking good photos does not only mean focusing on the product. It takes a combination of particular techniques that will help you use the product images to win buyers.

Generally, Amazon allows you to post up to nine images. The images include a lead image and other images of the product.

Ideally, Amazon image requirements outline that the right image size is 1,000 pixels wide and 500 pixels high, and you can include as many high-quality images for your product as possible.

For the best Amazon product photos, consider the following tips:

Take Clear Photos

The first thing to consider is the quality of the camera you will use to take your product pictures. It would help if you had a high-resolution camera to guarantee optimal image quality.

Because you will impress buyers with the images, make sure that every picture displays the product in its best visual condition. Blurry and low-quality images will make you lose potential customers. The importance of high-quality photos is that they attract more attention.

Once you have a high-definition camera, ensure that you take pictures with adequate lighting of your product. Appropriate lighting depends on the type of products you have.

Always make sure that the pictures will be clearly showing your products to the audience. The images need to show all the visible features of the product.

clear product photos help with Amazon optimization

Display Your Images On A White Background

If you scroll through various products on Amazon, you will find that most of them have images on a white background. White backgrounds eliminate any distractions, helping to fo focus on the product.

A white background also adds some listing professionalism to the product—customers on Amazon like product images that show all the products’ visible details.

An important thing to note is that not all products can do well with a white background. Some products may need a naturally lit backdrop to produce the visual appeal that every customer wants.

If your product does not provide the best esthetic results on a white background, you can experiment with it on different backgrounds until you have the best outcome.

Here’s an example of how we do it at Sunken Stone:

White Background Images Help Optimize Amazon Listings

Capture Images From Multiple Angles

The product images should be able to show your customers all the visible details of your product. Because the buyers will not be able to touch your product, taking pictures from different angles provides them with the information they need to know about the product.

Usually, buyers know what they want, and they will be looking to identify fine details from the photos. Generally, the images should show both the interior and exterior appearance of the product.

For instance, here’s an example of Amazon product photography produced by Sunken Stone’s creative team:

multiple product angles help to optimize Amazon product images

One of the things to remember is that the buyers need to estimate the product size from the images. You do not want to receive feedback like, “It is much smaller than I expected.”

Step #3: Selecting the Right Keywords

Keywords are essential for Amazon product optimization. You need to identify the keywords that customers use frequently and the ones Amazon uses for ranking.

Identifying the relevant keywords for your product is an essential step in your Amazon entrepreneurship journey. If you target the wrong keywords, your customers will not find you and your products.

Many sellers may misuse keywords, which is a costly mistake. Misusing keywords may lead to generating traffic that will lead to more conversions on a competitor’s page.

Only use keywords that are relevant to your product. The keywords can feature on the title, and the product features that you provide.

When finding the appropriate keywords to use, the best idea is to think like a customer searching for the product. You may also need to be a bit creative.

Amazon’s keywords are a bit different from the other search engines. Amazon features two types of keywords:

Primary Keywords

Users can see your primary keywords. You can include them in product titles, features, and descriptions. The primary keywords are responsible for connecting you with your target audience.

Backend Keywords

Backend keywords are also known as hidden keywords. Amazon refers to them as Search Terms. They are not visible to users, and Amazon uses them to connect sellers to buyers by considering sellers’ search habits.

You can also use backend keywords to improve product discoverability. Remember to use different words for the title and the backend keywords. Using the same keywords on both is a waste of space.

Some of the factors to consider when identifying the keywords to use for your product on Amazon include:

  • Type of product – what is the name of the product? Is it television? Headphones? Generally, start with a primary word search then identify the available options.
  • Features – what are the specific terms that can refer to the product? Identify the words that can particularly describe the product, like wireless, portable, lightweight, and many others.
  • Benefits – why would someone want to use wireless headphones? Is it because they do not have a cord that will get tangled? Are they trendy, or can you quickly get them on and off? Identify the keywords that can best describe the benefits.
  • Alternative terms – what other words can you use instead of the ones you already have? Can you replace wireless with cordless? Replace then search them to see if they provide good search volume.

Step #4: Search Terms

After you establish your preferred keywords, they will most probably feature in your title and bullet points. Any other thing that does not feature in the title and bullet point goes to the backend search terms.

The Amazon guidelines allow a maximum of 250 bytes of keywords for standard search terms. The terms must not have featured anywhere on your Amazon page.

A byte is the equivalent of one character for letters and numbers. For symbols and special characters, a byte equals two characters. Note that Amazon ignores all the keywords in any field whose search terms field exceeds 250 bytes.

Still, there are more fields in which you can include some less important keywords. The fields include the Intended Use, Subject Matter, and Target Audience.

The terms you enter in these fields need to be specific to the names.

For instance, the Intended Use field will incorporate keywords like flour for making pizza, rainy season jackets, and many others.

The Target Audience field will include terms about the audience. For instance, children’s sports bag, children’s cough medicine, and many more.

For the Subject Matter field, include more general terms – terms about the subject of the product. For instance, you can use sunglasses in sports, eye protection, or fashion.

The main aim of the keywords is to strike a balance between relevance and search volume. Once you establish that the keywords have a good balance, make sure you fill the Subject Matter fields.

Amazon may not necessarily use the other fields for ranking.

amazon optimization

Step #5: Writing Product Features & Descriptions

The product features and description give you a chance to impress buyers by telling them the right words about the product.

The description you provide will determine whether customers can consider buying your product instead of the competitor’s product. The best thing to do is think like the customer and look at the benefits of using the product.

The description should help customers visualize using the product. That is to say, you help them draw visual images of themselves using your product.

In short, you will give real-life examples of the product in use or show how the product offers solutions.

With product features, observe the following:

  • Do not rewrite what is in the title. The product description should give the details of the products, outlining the benefits.
  • Ensure the description is readable. Buyers would not like to read large volumes of text. The best thing to do is to be as concise as you can.
  • Make use of SEO tools. The description tab allows you to use bullets, italics, bold text, and many other features. Effectively using the tools will make your description stand out.

Because many people would rather read concise bullet points than go through lengthy descriptions, make sure to impress with your bullet points. In your bullet points, provide the information that the customers need to know.

Amazon ranks only the first 1000 characters of your bullet points. Each bullet point can take up to 200 characters, meaning that if you have five bullet points with 200 characters each, all of them will be indexed.

You can use bullet points to provide the benefits and features of the products. For good bullet points, consider the following:

  • Make bullet points unique and different from the description and title. You can use bullet points to focus on the product’s explicit attributes.
  • Let each bullet show one benefit. For instance, instead of writing “easy to assemble, can be reused” in one bullet point, split the two. Customers will find it easy to read that way.
  • Remember that Amazon limits 200 characters per bullet. Keep that in mind, but ensure that you share as much information as possible.

Apart from the 1000 characters to outline the product features, Amazon gives you 2000 characters to provide the product description. You can make use of the product description as a chance to demonstrate why your product has superior qualities compared to competitors’ products.

In the product description section, make sure to use short sentences for easy readability. Also, ensure that you include any valuable (and relevant) information about the company or product.

One thing to consider is not to create a false impression about your product. do not let the customer think that your product can perform something that it cannot.

In short, for product description, you can do the following:

  • Elaborate on the bullet points. If you did not have enough space to explain the bullet points in full, the description section provides you with extra room.
  • Show the uses of the product. The fact that you mentioned features and benefits may sometimes still not show the customer how th product is useful to them. Giving real-life uses will provide them with a clear picture of the impact the product has on their lives.
  • You can mention additional benefits and features. If your product has more benefits, the description section provides you with a chance to introduce them.

Remember that you cannot mention product reviews in the description section. However, you can be creative and mention people who use your product.

For instance, if you sell sunglasses, you can mention a celebrity who wears sunglasses – “Look just as cool as so-and-so.” It creates a convincing impression on customers.

For features and descriptions, remember the following tips:

  • Do not use promotional language.
  • Include the keywords that did not feature in the title or as backend keywords.
  • Do not include company information or website URL.
  • Use light HTML to differentiate paragraphs

Step#6: Getting Product Reviews

Product reviews have a significant role to play when it comes to making conversions. Once you optimize titles, images, and keywords, your focus should be on how to get great product reviews.

Positive feedback on the product can make new buyers understand how beneficial your products are to the consumers. Good reviews are, therefore, a crucial element of the Amazon optimization process.

Ideally, once someone buys your product, Amazon sends them a follow-up email requesting a review. Customers usually give their reviews based on how they found the product.

What do you consider when trying to understand how to get reviews on Amazon?

  • Ensure you make an excellent product. Your product should have outstanding qualities from competitors’ products. It can also fix the shortcomings of similar products, leaving room for very few negative reviews.
  • Use the “Request a Review” button. After the sale, Amazon will allow you to send a one-time request for a review from the customer.
  • Use automated feedback platforms. If you feel like sending requests for review one by one is too tedious, you can involve automated feedback platforms like FeedbackExpress.

What goes hand in hand with product reviews is the product rating. Once your products meet the buyer’s expectations, they will give you either a four or five-star rating.

To ensure that you get good ratings, provide the actual attributes of the product in the product description. Do not give inaccurate descriptions that will leave customers expecting benefits they cannot get from your product.

Product reviews help optimize your product listing

Step #7: Setting the Right Price

When looking at how to sell on Amazon successfully, pricing is an important factor. It is a critical element of Amazon listing optimization since there is stiff competition, and many people sell identical products.

Therefore, pricing is a key factor to help you in making conversions and increasing sales. Always make sure that the products you offer are competitively priced.

Competitive pricing helps bring a lot of benefits to your business. You will be able to analyze competitors and offer prices that will make you get more customers while not making losses.

When setting the price, have your customers in mind. Your pricing will make them agree to make a purchase or opt for buying from your competitors.

Although setting your prices should not be a difficult task, setting the wrong price can make you lose money or fail to make sales at all.

When considering how to set a price for a product on Amazon, consider the following:

  • Do you want to be profitable? Opt for your lowest price.
  • Is your aim to maximize profits? Go for your highest possible price.

Before you settle on any of the two options, factor in all your costs and identify the price that will be profitable on Amazon when you include those costs.

Remember that your price has to be competitive in relation to your most important search terms so that your product can be on page one of Amazon search results. Remember that people usually go for the products on the first few pages.

Nobody will keep scrolling to page 20 to find your overpriced product and eventually order it.

To get your highest possible price, you can search the top three keywords for your product. Look at the results that come on the first page, and compare the prices.

If your price must be higher than the highest price on the first page, let it not be more than 20%. If you go higher, your product may never find its way on Amazon’s first page of search results.

Additionally, you need to keep your prices stable to build trust with customers. Stable prices also play a significant role in building a brand on Amazon.

However, you may want to increase your sales rank, which may cause price deviations. The result may be that you will have more organic sales.

Amazon Optimization: Other Considerations To Make

The rules on Amazon change very often so you want to keep an eye out on things like algorithm updates or big shifts in how the platform works. To do this, we recommend that you keep up to date with the happenings on Amazon.

The Amazon Keyword Research Tool avails to you all the resources needed for product listing optimization. It contains resources for beginners, intermediate, and advanced users.

Other places to find information on the current trends at Amazon are the Amazon blog, AWS blog, and the About Amazon blog site. They will help you know of any changes concerning optimization.

Another option to consider is checking out competitors who are doing well. Their strategy can help you come up with a strategy that best suits you.

Optimize Your Amazon Presence & Build a Strong Brand

The optimization process is just one part of building a strong brand on Amazon (and beyond!). The best practices highlighted in this blog post should help you move the needle towards that goal.

And it is always important to remember that there is no magic shortcut to Amazon product listing optimization. You have to take your time and learn the concepts contributing to Amazon listing optimization.

Boost & Scale Your Amazon Sales With The Ultimate Amazon Playbook

Frequently Asked Questions

What Is Amazon Optimization?

Amazon optimization is the process of upgrading product pages to improve their search visibility, click-through rate (CTR), and conversion rate (CR) to generate more sales. This process includes: keyword discovery, optimizing listing text and image content, and increasing the number of reviews.

Why Should I Sell On Amazon?

It will enable you to sell your products to millions of people even before setting up a website or physical store.

How Do I Open A New Account?

You only need to register for the selling account of your choice by going to and clicking the Sell as a Professional or Sell as Individual buttons. You must have the following information:
a) Your business name, address, and contact information
b) An internationally-chargeable credit card with a valid billing address
c) A phone number where you can be reached during this registration process
d) Your tax identity information

Can I List My Products In All Amazon Categories?

You will need prior approval to list certain products in certain categories. All the information is available on the Categories page on

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Performance-based Certified
Amazon Seller Partner



No spam. No advertisements.


2869 Historic Decatur Road San Diego, CA 92106

1700 Westlake Ave N, Suite 200 Seattle, WA 98109

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