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With Amazon Prime Day coming, there is nothing better to do than to optimize your product listing and learn how to make them actually sell better.

If we make a dissection of the key Amazon listing features, this is what it would look like: 

product listing amazon with its features described product listing amazon with its features described

You have 5 important features and each and every one of them brings you sales:

  1. Product Listing Name
  2. Product Features
  3. Product Listing Description
  4. Product Listing Images
  5. Rating and Reviews

We’ll cover how to optimize your product listings for each of these features and we’ll add a few more tips, which, in our experience,  work.

Product Listing Name

Amazon is much different than search engines like Google. Yes, you do have to include the product keywords but you should be careful about them. Your listing will appear in the search results only if it contains all the words the visitor searched for.

For a title, Amazon lets you use 250 characters. Many experts advise using all of it. All 250 characters. Apparently, this is how Amazon works best. If you have a title, for example, “Laptop Case”, it looks sloppy. It gives an indication that you haven’t given any thought on this product listing and to be honest, it rarely sells.

Start off your product listing name with your most important keywords and don’t just name the listing with the product name. What works in Amazon is discussing the product’s benefits in the title and to communicate how the product will help buyers.

From research, what we call a good formula for a product listing name is this:

Main keywords & the product name + main benefit / key element that differentiates your product from all the rest + different use cases + general benefits

We also advise that you don’t mention the same keyword over and over again in your title because this won’t add value to your listing and you’ll only be wasting your 250 characters.

Product Listing Images

a film tape on a yellow background
Photo by Markus Spiske on Unsplash

Something you should never do – upload only one product image. Just don’t do it. Amazon gives you the possibility to upload up to 9 images so take advantage of the situation. Show your product listing visitors all the different angles of your product just how you do it on your eCommerce website.

A great technique is to put up some kind of graph of, for example, how the product can be used and to have arrows pointing at the different key product features. Also, if you’re selling shoes or clothes, perhaps upload a size information in your product listing images.

Consider the size of the images, too. Many people advice you go with at least 1000 pixels on the longest side of the image because it’s better to provide with the best quality once people zoom in to see the product in detail.

Product Listing Features

Before the description, there are the bullet points you must write for the product listing, which appear right where the images and the price is. The features are placed at a very strategic point in the buying process. If the title and the price doesn’t sell it, the features are definitely going to do the trick. If done right, of course.

Many visitors only skim this information and hurry to go down to the reviews. This is why the best product features should be on top. You should make sure they add value and they answer any question customers might have. Later, when you’ve already gathered up some reviews, you should definitely add to this information if you get the same question over and over again.

Also, if you have a warranty or a guarantee for the product, here is the place to have it put. It won’t matter in the product description as much as it will here.

Product Listing Description

For your Amazon listing description, you have up to 300 words to use. Here is the place to dive deep into your product’s story and to answer the question of why people actually need it. Start off with the benefits first and then afterward you can make whoever reads it feel like this is something they actually won’t be able to leave Amazon without. Especially on Prime Day.

Product Listing Ratings and Reviews

a red thank you card
Photo by Aaron Burden on Unsplash

Definitely take care of your reviews. We suggest you target people on different channels once they purchase and provide them with an amazing customer experience by informing them when their product will arrive and basically just follow-up on what their impression was.

You can ask them what they think about the product after they’ve already received it and put a call to action in an email where they click and go straight to Reviews in order to tell you how their whole experience was.

And when it comes to ratings, if they’re good – perfect, but if they’re bad, try and go through your reviews and figure out what you’re doing wrong if, for example, people complain about the same thing, and then just fix it or do everything in your power to fix it.

More tips on creating the perfect amazon product listing

If you’re not sure in which category to put your product in, we suggest you go through similar product listings and double check what is the category that other sellers choose. The category isn’t the most important thing but when people start browsing by categories and subcategories, it’s important to actually have the right one.

Checking other people’s similar product listings will help you not just with the category but with everything else we already mentioned above. Knowing how your competitors do it will give you a direction and an advantage.


So, basically, what you need to remember is that keywords matter the most and ratings definitely do help. Focus on those and you’ll be a star in Amazon. You’re welcome to share in the comments what works best for you,  we are hoping to read your point of view, too. 

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