by | Apr 8, 2020 | 0 comments

Many people think that once they have an amazing product and upload a couple of images on Amazon, the customers will come rolling in. If only it were that easy!

In fact, a lot of effort and knowledge goes into writing the perfect Amazon listing that will boost your sales and help you stand out.

Having a great product is the first step. But there is still more hard work to come. Don’t worry, we have you sorted and will make it nice and easy for you. Follow these steps to optimise your listing and put your best foot forward.


Your Product Listing Is Made Up Of Five Different Elements:

1. Product Image

2. Product Title

3. Bullet Points

4. Product Description

4. Backend

While we will address each of these elements separately and help you optimize each one, it’s important to realize that they actually all work together.

A good idea before undertaking your own product listing, is to go and check out some other ones.

Search for your product in Amazon (or a similar one) and look at the top results that turn up. Go through each element of their listing.

  • What makes their images stand out?
  • Is their product title informative and compelling?
  • How have they used the bullet points?
  • Does this information make you want to click through to their product?
  • Once you click through, how does their product description compel you to buy?

Each element works with the last to draw you on a buying journey. From familiarising you with the product, making you aware of the key features and benefits, to showing you just how it can improve your life. Each step of this buying cycle takes you one step closer to buying the product.

This is the journey you want to replicate for your own customers.


Now, before we delve into these hidden treasures on how to help your Amazon listing to stand out, make sure you are familiar with keywords and their importance. If you haven’t already, jump back to our previous blog and brush up on your knowledge, as it’s integral to this next step. No keywords = no visibility. No matter how well you write that listing of yours, if you haven’t done careful keyword research it just won’t get seen.

So head off, read our post on keyword research, then jump back here for the next stages.

zzWe Are Going To Take You Through Each Of The 5 Key Elements Above, And Show You Just How You Can Optimize Them.

Product Image

It goes without saying that your product image should be clear, high quality and show off your product well. It is worth handing off your sample pieces to a professional photographer to ensure you get this right. No one is going to buy a product that doesn’t look good! This is your main selling point.

Before people even read about your particular product, they are going to see this image… if it isn’t the best quality possible, they are going to scroll right on by without giving you a second thought.

Next question: how many images should you include? This is a great question! According to SellerApp, 62% of the top listings have from 5 to 8 images. That gives you a good starting point of exactly what you should be aiming for.

Try and add some variety into your images. If your product serves a particular function, have a photo of it in that setting. Do some close-ups to show off the quality of the product, and mix it up with some general product images.

Product Title

Once the potential customer has seen that your product looks great (thanks to your high quality images), the next step is to reel them in with your product title. You have up to 200 characters to work with here. It should be both descriptive and keyword rich. 

You want to let people know exactly what you are selling, while also targeting those prime keywords that people are searching.


  • Pick your five most highly search words and have a go at including them in your title. Remember, you want it to make sense, so don’t just stuff with keywords for the sake of it. You need to be smart about how you do it.
  • Always use numbers and don’t write them out, ie use 5 not five. This not only stands out, but also uses less characters to give you more space to work with.
  • Include the colour of your product, especially if it is only available in one option, as this avoids confusing your customer.
  • Spell out measurements, such as pound, kilo, ounce, to make it easier to read.
  • Avoid self praise. Your customer will see through you stating you are the Best Seller, Number 1 choice, etc.
  • Don’t use all caps as this is very hard to read.

Bullet Points

Everyone loves bullet points, especially your customer. It is an easy way to scan your listing and note the key features of your product.

Customers often look over these before making the choice of whether they are interested or not. 

Make sure to spend some time getting these right. Use them to highlight to top five benefits and/or features of your product, so your customer can see what is on offer at just a glance.

Bullet points are simpler and easier to read than paragraphs.


  • Use the first two bullet points to note the main features of your product.
  • Use the remaining three bullet points to describe the benefits.
  • Don’t overdo it. Five bullet points is plenty to get your vital information across without losing your customer in the process (venders are allowed up to 10 bullet points).
  • Keep it interesting. Your goal here is to convince your customer why your product is the best one for them.
  • Avoid stating the obvious: terms like ‘free returns’ are unnecessary, most customers know Amazon’s policy. Keep it focused on your product.
  • Do not include company information or links, this space is all about your product.

Product Description

By the time your potential customer reaches the product description, they are very interested in what you have to offer, but they aren’t over the line just yet. 

Now is your chance to give them as much information as they could possibly want in order to get them over the line and convert them into a paying customer.

You have 2000 words to work with for this one, so detail is key. This section is written in HTML and then uploaded into the backend, which means you can’t review it whenever you would like. In this instance, you need to get it right the first time.


  • Blend some creativity with optimization of keywords to get the most out of your product description.
  • Keep in mind that you are trying to convince the customer WHY they want your product. Don’t just focus on the features, instead focus on how the features will solve your customer’s problem. Make the product description about them and tell them why they want to buy it. Truth is, they don’t care about your company or your history – they want to know what’s in it for them.
  • Expand on the information in your bullet points, but don’t copy them. Your customer has already read these and won’t appreciate reading the same content again.
  • ENGAGE in the first 200 characters, this will draw your customer in and encourage them to keep reading.


Welcome to one of the most important features of your product listing: the backend. Here you have a limit of 200 words and it’s your chance to do some keyword stuffing. 

If a customer types in a keyword related to your product that you have added in the backend, then Amazon’s algorithm will pick your listing to show them. It is extremely important for traffic and sales.

Not sure how to go about finding the most relevant keywords for your product listing? Head back to our previous blog post and check it out.


There are 3 steps to follow when listing a product on Amazon.


After logging onto your Amazon Seller Central Account, click the ‘Add a Product’ button under the inventory drop-down menu.


Type your product name into the search and select the category you want to list your product under from the list provided.


Fill in the listing information for your new product. Your listing will be divided into 7 tabs.

Add the product information into tabs one by one.

  • In ‘Vital Info’ tab, you will add the product ID, brand name, manufacturer and product name, which is also known as title.
  • The second tab is used if you want to list a product with variations.
  • In third tab, you will select the price, quantity and seller SKU of your product.
  • In the fourth tab, you will add up to 9 images. One is the main image and others are information graphics and lifestyle images.
  • In the fifth tab, you will add the description in Html form. This is written after keyword research is carried out with different tools, such as Helium 10 and Merchant Word.
  • In the sixth tab, you will add keywords in the backend to rank on Amazon when a customer searches a keyword for your product.
  • In the last tab, you will add more keywords and more information regarding your product.

Then you will save and your listing will update within 15 minutes.