The 4 Ways To Optimise Your Amazon Listings

Updated: Dec 16, 2021

by Sophie Slade Hunswick, Sitruna Copywriter & Account Manager

In a marketplace that's as competitive as Amazon, your listings could be the difference between your products being discovered, or them sitting on the seventh or eighth page. In this guide, our expert takes you through the best practice tips you should follow when writing Amazon product listings.

The Four Key Components

There are many factors that go into creating a great product listing on Amazon. You can draw on some transferrable SEO skills that are used for Google, but there are some key differences you need to pay attention to.

The main things you should pay special attention to in your Amazon listing are:

1. The title

2. The descriptive bullet points

3. Tailored back-end search terms and descriptions

4. A+ Content

Read on to discover our top tips for each building block of your Amazon listing.

The Title

A good product title is key to create a positive customer experience and converting customers to buy your product over a competitor. Each product category has different requirements for title formats and lengths, so it is really important you make sure you read the category-specific style guides.

It is important to make sure your title both makes sense and contains lots of relevant search terms without “keyword stuffing”. This is the format we work with.


Remember, you only have 200 characters to work with, so try and give as much detail, in as few words as possible.

The Title: Dos and Dont's

  • Don’t use all caps. Capitalise the first letter of each word, but not the prepositions (in, on, over with) and conjunctions (and, or, for)

  • Don’t use promotional language (best buy, great deal)

  • Don't use characters for decoration (~ ! * $ ? _ ~ { } # < > | * ; ^ ¬ ¦)

  • Do use punctuation such as hyphens (-), forward slashes (/), commas (,), ampersands (&), and full stops (.).

  • You can use abbreviations in titles (cm, oz, in, kg)

Bullet Points

Your product bullet points are your opportunity to tell potential customers about your product - but Amazon is also reading them and using them to rank and sort your product listing.

It can be hard to strike the right balance between not enough content, and too much content. You need to be able to point out the most important information to your customers, without leaving them with questions, and without putting them off by having too much text.

If you are unsure about what to include, we would suggest the following format.

Remember to keep each bullet point under 100 characters (Amazon search only indexes up to 100) You can also include emoji’s to add flare and colour.

• Bullet 1: Introduce your product and outline the first feature

• Bullet 2: Introduce other main features

• Bullet 3: Speak to the audience and occasion of the product.

i.e. great for bikers, backpackers, kids, parents, birthdays, Christmas.

This point is great for inserting key search terms that customers might type in.

For example “Gifts for Backpackers” or “Kids Craft Kits ” “Birthday Ideas for Gardeners"

• Bullet 4: What will the customer receive? Use this bullet point to tell the customer exactly what

they will receive including any instructions or warranties.

A lot of the time, bad reviews come from misleading images, for example, a craft kit that doesn’t

include the paints etc.

  • Bullet Point 5: About the company. This is more important than you might think. Tell your customer in a few short words what your company stands for, where it is based and your values. There is a lot of competition on Amazon in many categories, so if there is a big choice of the same product, it is possible the customer would pick the brand with ethical values; who is based in the same country as them, who cares about customer service.

Back-end Search Terms

One of the most common mistakes I see sellers make is not using the back-end search terms in the proper way. This is a place for all your keywords that you couldn’t fit in the main body of your bullet points, description, or title. It’s a great place to include misspellings and highly relevant terms for your products.

Back-end Search Terms: Dos and Dont's

Here are my tips for fully optimising your search terms on Amazon:

  • Do use key WORDS not PHRASES. For example, if you wanted to include the phrase “oversized hoodies for kids” Amazon would show your listing even if someone types any combination of this E.G., “kids oversized hoodie”. So, in the back end, you’ll need to have “oversized” “kids” and “hoodie”.

  • Do use all 250 characters. This means you will be indexed for many key search terms. If you only use half of these characters, you will miss out on opportunities. However, make sure they are all relevant.

  • Don't provide variants of spacing, punctuation, capitalization, and pluralization ("80GB" and "80 GB,” "computer" and "computers,” etc). Amazon’s systems automatically include different case forms, word forms, and spelling variants for search.

  • Don't separate with commas (,) and full stops (.) they are wasted characters. Use only spaces.

For the full list of best practices, see more here

Descriptions and A+ Content

The description on a product page is for more in-depth information about your product. You can write paragraphs here with information your customer might have missed in your bullet points.

HOWEVER, if you have A+ content, your descriptions won’t show and will be replaced by A+. We highly recommend adding A+ content to your listings if you are Brand Registered. It can be key to increase conversion rates, traffic and sales when done right.

At Sitruna, we have inhouse copywriters that can work with you to create great content for your products. If you have any questions or need assistance, get in touch!

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