Amazon Listing Optimization Tips to Rank Higher on Amazon

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A well-optimized listing has the potential to drive a huge amount of sales. While creating a listing might seem to be a simple process, Amazon’s search engine algorithms are busy helping its customers to get relevant products in the search results. has more than 300 million active users, and the number continues to grow in 2020. This increases the importance of building well-optimized quality listings. As a seller, you need to optimize your listings for two things – Amazon SEO and relevance. If your listings are optimized for these two factors, you can drive better conversions more than ever.

In this article, we’re going to give you a few actionable ways to optimize your Amazon product listings for relevance and SEO.

A step-by-step guide to increasing your rankings


Your listing optimization starts with optimizing your product images. Customers always see the images in the search results. Visually appealing pictures positively impact your conversions. Amazon allows up to 9 images to be included in your listings. The first image should be your product image. Few of the factors to consider are:

  • Show your product from different perspectives. Think about all the angles that your customers want to see in a product.
  • Use high-quality images as they play a keen role in conversions. Try images with 3D rendering. Though they are not real, they give an authentic appeal to the visitors.
  • Add a few infographics that explain your product features or benefits.
  • Don’t distract the audience with unnecessary stuff.
  • You can also try using lifestyle images for better engagement.

Product Title

The second most important part of your listing is the title. As per Amazon’s guidelines, the first word should be your brand name. Then, it should be followed by the relevant keywords starting with the most relevant one.

Ensure you optimize your title’s first five words as these five words play a significant role in determining your canonical URL. Now, what is a canonical URL? Amazon generates canonical URL (or slug) by using the first five keywords of your product listings. This URL plays a significant part in the indexing and ranking of a product.

Besides, address the features, product benefits, or who can use the product in the title. Therefore, your title can be:

Title Format – [Brand Name] [Product Identifiers] [Product specifications Or Product Attributes/Properties] [Benefits Or Where to use/ Who can use]

Amazon allows up to 200 characters for most of the categories. However, you can keep the limit within 100-150 for better optimization.

If you want to optimize your listings for better visibility and conversions, watch this detailed guide on how to optimize Amazon listings:

Bullet points

While optimizing the bullet points, keep in mind that your images and bullet points should complement each other. Include key features, benefits etc. in this section. Bullet points on Amazon description offer you a better way to showcase your value proposition. Start with the strongest ones first. And try to answer your customer pain points about your product in this section like guarantee period etc.

Note: A value proposition should be a combination of your product feature and its benefits to your customers.

Amazon Backend keywords

Amazon backend keywords are an essential part of your SEO. Include all the relevant keywords that you want your product to rank for. Product page visitors can’t see Backend keywords.

According to Amazon’s latest update, the total length of the search terms is limited to 249 bytes, including spaces, commas, hyphens, etc. 

A word about A+ content (EBC – Enhanced Brand Content)

Amazon A+ content or Enhanced brand content has the potential to improve your brand awareness. Through A+ content, you can add more images, text, and videos to your listings. It helps you to convey your brand story effectively. So, we suggest you register under the Amazon brand registry and take advantage of A+ content. It is one of the effective ways to boost your conversions and sales on Amazon.

To learn more about Amazon A+ content guidelines, benefits, do’s and don’ts, watch this video.

Now, start optimizing your listing!

That’s all about our tips for optimizing your Amazon product listings. In a nutshell, use right keywords for you listing and your product features to increase clarity for your customers with a clear and concise language.

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