Amazon is one aspirational marketplace where you find both 7-figure successful sellers and mediocre sellers competing and selling every day.

The main stand-wall between the 7-figure sellers and upcoming striving sellers is not just that of restricted budget but also having the stomach to take strategic risks, implement scientific data-driven selling strategies and re-correct based on A/B testing.

Selling in Amazon is a magnanimous game played by a certain set of rules where you can generate more sales only by following the best outcome-driven strategies in your competitive product niche.

- Arun | Buy Box StrateGenie

In Amazon, having a best-quality product is not enough to generate sales.

You got to step-up and frequently optimize your listings, run strategic sponsored campaigns in Amazon, drive external traffic to your product listing or deploy other sales boosting tactics to reach out to your buyers until your product keeps selling by itself.

(Selling by itself is becoming an old phenomenon now. The competition is becoming intense and getting matured day-by-day. Yeah, it is just a natural course and not to get threatened about)

Let’s fasten up our seat belts while we dive into the hive of possible best strategies to generate more sales through Listing Optimization of your product details page.


01. Essence of Listing Optimization

What is a product detail page on Amazon?

A product detail page in Amazon is a landing page where Amazon shoppers (who have an intent to buy) search and research about the product. The product detail page basically comprises of all the information related to the product. The basic elements of a product details page are:

  • Title
  • Product photos
  • Product Features (Bullet points)
  • Product Description
  • Customer ratings and reviews
  • Inventory availability and Buy box
  • Enhanced Content
    • Enhanced Brand Content (or)
    • A+ Content

A product detail page is crucial for converting the shopper to make a sale of your product. A customer experience can be called optimal only when the shopper gains a complete virtual understanding about the product he is willing to buy.

By working on each element of the product detail page individually, you can enhance the experience of the customer and thereby, more sales and profit for your Amazon Business.

As an amazon seller, you need to understand about each element of the product detail page below:

Why is there a need for consistent optimization of the product detail pages?

Is it not enough that I do exhaustive keyword research and put stunning photos and create a product listing?

It’s both yes and no as it depends on your business goals and the pinnacle peak you visualize of your Amazon Business.

[No] For sellers who try to manage every nitty-gritty aspect of your Amazon Business, it becomes difficult to align with your business goals or derive insights from the reports and optimize your listings.

Result of this - Stagnant growth or no aptitude to generate more sales.

[Yes] Consistent listing optimization refines and re-engineers the product listing and enables to competitively stand out in your product niche.

The end result - Generate more sales to its maximum potential.

Isn’t it what we want?

Constantly gauging the performance of the product listings, sifting through keywords that can compete and get you sales based on the lifecycle stage of the product in Amazon, improvising and testing from the roadblocks for the coversions related to your product are a few laborious tactics that can take your product detail page beyond the competition.

What is the primary goal of listing optimization for my product details page?

The goals and strategy change based on the lifecycle stage of selling of the product in Amazon.

But, one of your primary goals should be to rank organically in the top 3 spots for your most highly searched and relevant keyword.

At launch stage of the product, the primary goal would be to enable discoverability alongwith saleability of the product.

Discoverability through Amazon's organic search (A9 alogorithm) for a particular keyword will occur when the search algorithm recognises that the product will be saleable for that keyword.

In simpler words, if Amazon algorithm understands that the likelihood of the sale of your product is more for a keyword searched by a shopper, Amazon will showcase your product before other products in that category.

Driving conversions from external traffic using keyword-stuffed 2-step URLs or internal traffic using sponsored campaigns will improve the discoverability of the product in the initial stages.

As the product gains traction and becomes saleable (in the eyes of Amazon's algorithm), you can aim for more competitive keywords by consistently optimizing the product details page for those keywords.

Figure 1.1 - Scope of factors for listing optimization that improve click-through rates, conversion rates, sales velocity and organic ranking

You can observe in the above figure that a product's organic ranking can be improved through increased sales (sales velocity) by focussing on optimization to ameliorate conversion rates and click-through rates.


02. Tools, Key Factors and metrics

A. Tools for Listing Optimization

In this guide, the concentration will be laid on the tactics of listing optimization using popular tools. The variety of options of tools available in the market for listing optimization will be covered in another guide.

To understand and implement the listing optimization of your product listing, the suggested tools to be used could be

  • Merchantwords
  • Viral Launch
  • Scope by SellerLabs
  • Helium10

Google Keyword Planner can be used only for keyword ideas and not as your keywords in the product listing. Why? Because the search intent of the buyer changes when he is searching in Amazon compared to that in Google. In google, the buyer is seeking information through the search (mostly) whereas the buyer in Amazon is looking forward to buy the product.

The usage and benefits of each tool will be discussed as we dig into the tactics for listing optimization in the following sections.

B. Key Factors to keep in mind
Targeting Right Keywords
Figure 2.1 - Build sales velocity and keyword relevance at every lifecycle stage of selling the product aiming for listing in top 3 spots for most relevant and searched keyword.

Before listing the key factors to rank organically in the first page for a keyword, you need to understand the basics of A9 search algorithm of Amazon.

Amazon, as a sales engine, is configured to maximize its own profit by maximizing the sales of the products of sellers that are selling at their best.
Amazon’s search algorithm functions with this as it’s core philosophy.

So, as mentioned in the above section, your product becomes organically discoverable for a search term when Amazon's algorithm identifies its saleable potential for that keyword.

So, the key factors for ranking in the Amazon search are:

  • Sales Performance
    1. Sales Velocity
    2. Sales History
  • Keyword Relevancy
  • Account Health

In simpler words, your product listing should have a good sales performance to rank in the top for a particular keyword you are hitting.

Keyword Relevancy can be understood from Amazon point of view as which keyword is leading into a conversion (sale) and thereby generating revenue to Amazon. If the buyers’ search term is leading to your product listing and it is not what the buyers are looking for, Amazon will slowly push the ranking of your listing down for that keyword. Along with the degree of text match, other important factors that the search algorithm (and also the buyer) is dependent on are Price, Availability, Sales History, Account Health, Best Seller Rank, Seller Rating. But, the major driving forces are Sales performance and Keyword Relevancy.


For a new product launch, price of the product also acts as a major attribute for conversions.

Experiment with pricing to find optimal price that can attract more conversions at every lifecycle stage of the product.

Before going into the details of how to optimize the product listings, let us mark the whole procedure into simple three steps.

The simple order of procedure to create or optimize a product listing is:
  1. Segregate the keywords you plan to target based on priority into three levels -primary,secondary and tertiary.

    Primary keywords will be placed in high priority placements -product title, bullet points in the product detail page.

    Secondary keywords will be used in placing in the bullet points section of the product listing.

    Backend keywords will be filled with tertiary keywords. As you keep reading this guide, you will understand how to segregate the relevant keywords.

  2. Now, shape the product listing by keeping the content relevant to the targeted primary keywords

  3. Refine your product listings by creating a flow - using persuasive language and providing a value proposition to the buyer who has to understand your product in one-go

    (The attention span of a buyer is less than 10 seconds. Take a look at your product listing from the buyers point of view and see if it grabs the attention within 6 seconds. Take opinion of your friends and family if necessary).

    This step is crucial to generate a high conversion rate for your product listing!



Targeting Right Keywords

In order to finalize the set of keywords (that will bring you sales!) for your product listing, it is imperative to perform parallelly both Keyword Research and Competition Analysis.

The sales potential can only be maximized in the launch period of your product through tapping the hidden opportunities that your competitors have missed. (for example: using long-tail keywords that are not competitive but have a good search volume)

Let’s start with the keyword research.

Using a mix of tools for keyword research will help in building a better product listing allowing you to map all the keywords into our keywords segregation model - primary, secondary and tertiary.

  • Primary Keywords - While crafting a product listing, deciding the primary keywords is the most important factor. We always suggest sellers to set primary keywords based on the stage of selling they are in among the competition within their product niche. For primary keywords, set your priorities in this order:
    1. Keywords that have direct relevance for your product. [The main search terms can be categorized into generic keywords related to your product market, product-specific keywords, short or long tail keywords]
    2. Sort these keywords based on search volume.
    3. Rearrange the sorted keywords based on the opportunity score.


    For a new product launch, always try to find keywords that are most relevant for your product with a decent search volume but have hidden opportunities missed by your competitors.

  • Secondary Keywords - Now, build a list of keywords that the buyers are using to search for your product but are not directly relevant. Generally, the secondary keywords are:
    1. Benefit keywords- Eg: Rechargeable, Smart Timer, Insulated
    2. Use case keywords - Eg: trekking shoes, kite surfing shoes
    3. Synonyms - earphones or earbuds or headphones
    4. Attribute keywords - Eg: Vietnamese coffee, Italian ground coffee
  • Tertiary Keywords - These are all the keywords that are not relevant but add value to your product listing and to your product in the eyes of the buyer. These keywords can be used in placements of the product detail page like product description, bullet points. Not just that, these can be used as backend keywords indexed to your product listing but are hidden to the buyer.


When you are planning a keyword strategy and identifying the possible opportunities for sales in Amazon organically or any other marketing medium, it is important to keep in mind to predict sales in tandem with the inventory (quantity) and match with the lead time to replenish the inventory and keep your Amazon Business efficient and undisturbed.


Viral Launch is one of the useful tools at the stage of launch of your product and further to optimize your listings through extensive keyword research using their reverse market lookup, search volume estimates, historical search trends and insights.

Benefits of Viral Launch:
  • It incorporates a reverse market lookup approach reaching across all your Amazon markets and taking all top competitors into consideration.
  • It allows to identify keywords that are gaining or losing popularity and that with high relevance and low competition using Sponsored Ad Bids and Opportunity Score.
Important metrics used in Viral Launch:
  • Search Volume - The search volume numbers are claimed by viral launch to be estimates from real Amazon data being updated few times a week
  • Opportunity Score - ranks Amazon keywords on a scale of 0-1000 to show you terms with low competition and high opportunity to rank.
  • Relevancy Score -scale between 0-1000 that rates how relevant each keyword is to your seed keyword
  • Priority Score -scale between 0-1000 that rates a keyword’s importance based on relevancy and search volume.
  • Sponsored ad bid cost
  • Exact Search Volume
  • Broad Search Volume
  • Search Trend
Merchant Words

Merchant words is a classic keyword tool that includes short and long tail keywords, related terms, search volume, seasonality, and keyword ranking.
It also provides access to Reverse ASIN Search, Page One Search and Keyword History Analysis.

Benefits of Merchantwords
  • View top-ranking keywords and performance metrics for best-selling Amazon products with ASIN search.
  • Discover how to rank on page one with keyword search history and page one ASIN analysis.
Metrics in Merchantwords
  • Search volume - estimated monthly total of overall Amazon searches per keyword
  • Depth - indicates how many letters are required for a keyword to be suggested by autocomplete in the Amazon search bar ( 1 being the fastest a keyword can appear and 25 being the slowest). This can be used to gauge the keyword’s popularity.
  • Seasonality - indicates how often a keyword is searched throughout the year [Evergreen, Seasonal and New]
  • Dominant categories - find the categories in which your search term appears most frequently.
  • Keyword History Analysis

MAGNET is a keyword research tool of Helium10 that works to get you relevant keywords list when you enter a seed keyword.

Benefits of Helium10
  • Word Count –Select the number of words in the keyword phrase.
  • Show phrases that contain – Show only keyword results with your designated word entered here.
  • Exclude phrases that contain –Remove all keyword results that have your chosen word included within.
  • Magnet IQ Score – An advanced feature that filters based on Magnet’s algorithm to determine the best keywords for your se
  • Exact –Displays keyword results that only match a specified Exact Phrase Search Volume amount (pictured below).
  • Broad –Displays keyword results that match a more extensive selection of Broad Phrase Search Volume.
  • Competing Products –Display keyword results with a specified number of competing ASINs trying to rank for that keyword.

Using any of the above tools, categorize the keywords and tag them based on priority, opportunity, keyword type (primary, secondary, tertiary). Once, your keywords list is ready, we need to strategize and customize your product listing based on its competitive environment to generate sales maximum to it’s potential.


04.Competition Analysis of your product niche

Not only that competitor analysis helps in scouting for product ideas or sourcing your product portfolio, it also helps in understanding their pricing strategy, ad campaigns, performance and profitability.

To research the keywords of your competitors, it is suggested:

  • to classify, identify and study listings of 3 to 5 top competitors (generally the top 5 results of page 1 for your primary keywords),
  • 1-2 medium competitors ( bottom of page 1 results) and
  • 1-2 low competitors (page 2 results).

By following this approach, it will help you to identify the gaps among each of the competitors and identify potential hidden opportunities and make your sales prediction accurate.

Metrics to track in Competitor Analysis:
  • Keywords -Sort in the form of primary, secondary, tertiary keywords
  • Insights on content -Title, bullet points, description, Q & As
  • Pricing Strategy - Understand the pricing patterns of each of the sellers and build a competitive pricing strategy.
  • Reviews and Responses -Reviews and responses are very important for the last-second buyer’s decision to buy your product. Read the reviews and understand the pros and cons of the competitor’s products. Innovate your product for next batch of inventory using them as suggestions for your product.
  • Sales Data - Several tools offer sales estimates of your competitors. Irrespective of the authenticity of the estimates, it can be definitely used as an indicator while creating your listing optimization strategy.
  • Seller Details ( Best Seller Rank, Seller Rating ) -These metrics will enable you to understand how much effort you got to put to drive sales velocity either externally through the 2-step URL method or by amazon sponsored campaigns to gain the traction and make your way to page 1 of organic results for a keyword.


05. Amazon Product Title Optimization

Title is the first source of information about your product for the buyers during a search. It’s important that all titles follow Amazon’s style guidelines and have correct capitalization and spelling and also make the shopper click on your product by looking at the product photos and title.

Amazon Product Title Optimization
Figure 5.1 - Important Amazon guidelines to write a product title
Generic Takeaways for product title optimization -
  • Each product category has a specific product title formula as described by Amazon. All categories start with the brand and list the product name but other attributes of the title may include:
    • Pattern
    • Model number
    • Power output
    • Size, color, quantity (only if there is more than one)
  • Capitalize the first letter of each word
  • Spell out measure words such as Ounce, Inch, and Pound
  • All numbers should be numerals
  • Ampersands should not be used in titles unless part of a brand name; spell out and lowercase "and"
  • If the size is not a relevant detail, do not list it in the title
  • If the product does not come in multiple colors, the color should not be noted in the title.
Pro Takeaways for Product Title Optimization
  1. Include dashes (-) and pipes (|) as separators between keywords to improve readability.

  2. Amazon product title character limit - Use 50 characters maximum as a general rule. However some product categories allow longer titles.

    For example, in clothing category, the character limit is upto 200 characters. It is always suitable to check the character limit Amazon has imposed for your respective product category.

    The norm is the product title length can be between 50 to 200 characters mostly.

  3. Include primary keywords with highly beneficial secondary keywords in the most logical order helping the shopper to understand the product.

  4. Use limited word connectors (words that go before or after the exact primary keyword)

  5. Add other functions and secondary uses of the product.

  6. Write for the buyer first and then for the algorithm.


06. Bullet Points

Testing shows that well-crafted bullet points increase sales. Buyers rely on them to understand key product features as they highlight important or distinguishing facts about your product.

Bullet Points
Figure 6.1 - Basic Amazon guidelines while penning down bullet points.

Use the following guidelines as you craft your bullet points:

  • Highlight the five key features you want customers to consider, such as dimensions, age appropriateness, ideal conditions for the product, skill level, contents, country of origin, and so on.
  • Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all your products.
  • Always define a phrase as a side-heading. The buyer will get a gist of the description in that bullet point.
  • Reiterate important information from the title and description.
  • Begin each bullet point with a capital letter.
  • Write with sentence fragments and do not include ending punctuation.
  • Do not include promotional and pricing information.
Generic Formula for Bullet points

These should be equivalent to the "features and benefits" of your product. We recommend the following format for the 5 bullets:

  • Bullet Feature 1: Content (For example, material)
  • Bullet Feature 2: Features and benefits
  • Bullet Feature 3: Features and benefits
  • Bullet Feature 4: Features and benefits
  • Bullet Feature 5: Care/Special Care/Warranty


07. Product Description

Does the description even matter? It’s way down at the bottom of the listing.

Well, sometimes it is, but sometimes it is positioned above the bullets.

On mobile phones, for standard listings, the description is positioned above the bullets. However, you only get around 200 characters before the text is cut off, so that copy needs to truly be attention-worthy.

key Takeaways for product description
Figure 7.1 - Basic tactics to be used while writing product description

Make use of the most of every piece of real estate in your Amazon product listing possible.

  • Provide engaging and quality content marketing about your product in the first 200 characters. Generally, it is truncated in different devices after 200 characters with a “more” button.
  • Do not duplicate the existing content. Elaborate and expand the benefits and features of your product allowing the buyers to fit the product to their needs or comfort.
  • Engage in a conversational flow. The whole description should have a consistent narration about the product in an orderly manner.
  • Include real-life use cases, the obvious ones and the not-so-obvious.
HTML formatting of Product Description

When it comes to formatting your product description, Amazon is quite restrictive and you have even got to enter the HTML code manually, otherwise, you’ll end up with a big block of text that’s not reader-friendly at all!

Disclaimer: Technically, Amazon TOS states that you are not allowed to use any HTML to format your product description like this. But, you can definitely use basic Amazon allowed HTML tags to create user-friendly descriptions. The approved HTML tags that Amazon allows are: “b”, “br”, “em”, “font”, “h1”, “h2”, “h3”,“h4”, “h5”, “h6”, “hr”, “i”, “li”, “ol”, “p”, “pre”, “s”, “strike”, “strong”, “sub”, “sup”,“u” ,“ul”, etc.


08. Backend keywords for indexing

Backend keywords for indexing
Figure 8.1 - Follow the limits prescribed by Amazon to avoid non-recognition of your backend keywords.

Dos and Don'ts for the search terms attribute (Backend keywords)


  • Put the keywords in the most logical order.
  • Use single space to separate keywords
  • Include abbreviations, alternate names, topics, and key characters that are relevant for your product.
  • Include all the primary, secondary and tertiary keywords that you have categorised based on priority and could not place them in the product detail page.


Yes, there are lot of don’ts that you should adhere to while creating or optimizing a product listing

  • No redundant (repetitive) information, excessively long content.
  • No product identifiers like ASINs, UPC codes, brand names, product names, compatible product names.
  • No inaccurate, out-of-context, misleading information.
  • No need to include common misspellings.
  • No temporary words like “new”, “on sale”, “available now” and no subjective claims like “good quality”, “amazing” etc.
  • New! - The BIG Don’t - Stay under the length limit of less than 250 bytes

    ( If Search Terms are over the limit, none of the Search Terms for that ASIN will be indexed by Amazon Search).

    [One of the amazon sellers lost two months of sales as several keywords were not indexed for crossing the length limit. It was rectified when the seller became one of our happy clients.]

09. Conversions with Amazing Product Photos

Product Photos make a much bigger impact on shoppers than even the most eloquently written product description.

Amazon product images best practices
Figure 9.1 - Best Practices to follow for Amazon Product Photos

If your photos are not optimized for your ideal buyer, they will most likely click back after reviewing your photos and buy from your competitor instead. So, take your time to ensure you have the absolute best product photos in your category.

amazon high quality images
Figure 9.1 - Use High-quality images to entice customers through zoom-in detailing
A. Number of photos required:

Amazon allows between 7-9 images per ASIN. Every category is different, so make sure to check how many photos you are allowed to upload in your category. You will want to ensure you have the maximum amount of photos uploaded allowed.

B. Types of Amazon product images:

Depending on the type of product you are selling, you can opt for a set of photos that suits your product best:

  • Product only images
  • Product in Action images
  • Product Benefits High Infographics
  • Sale Promotions image
  • Comparison Chart
  • Instructions image

Great product photos are the harbingers of your product listing and conversions.


10. Orderly manage and implement tactics

To give you a synopsis of the above guide, the following are the general considerations to be followed while crafting Amazon Product listings:

  • Firstly, certain general rules apply to all products on Amazon when it comes to writing product listings. These can be found in the Amazon Services Quick Start Style Guide. Since some products have extra style guidelines, you should also refer to templates for specific categories, prepared by Amazon.
  • Do not use Javascript, HTML, or any other type of code in the product listing pages. However, basic HTML like line breaks ( <br> tags), headings ( <h> tags), paragraphs ( <p> tags)can be used in the description.
  • Product titles length vary by product category. In general, the length stays in between 50 to 200 characters.
  • The images used to accompany the products must follow Amazon image standards. These can be found in Product Image Requirements set by Amazon
  • An existing listing must not be used for a new product, regardless of changes in material, size, features, color, and product names. Every new version must have a new product listing page
  • All products must be correctly categorized
  • The following are not permitted in product listing pages, including titles, descriptions, images, and bullet points:
    1. Promotional material, advertisements, or watermarks on videos, logo, or pictures
    2. Reviews/Testimonials and requests for the same
    3. Spoilers/Crucial plot details on books, music, video or DVD listings
    4. Links to other websites for placing orders and alternative shipping methods
    5. Any time-sensitive information such as dates of seminars, lectures, or tours
    6. Information about price, availability or condition
    7. Personal information like email addresses, individual addresses, phone numbers, or website URLs
    8. Obscene, pornographic or offensive content


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