Back to all articles

The 4 Ways To Optimise Your Amazon Listings

Jan 18, 2023

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

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.

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:

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!

Book a call