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When it comes to product detail pages, there are a lot of pieces to consider. Knowing how to structure your listing content can save you time and help you make more money on Amazon. A well-structured listing that is appealing to shoppers will get more conversions than a sloppy, unorganized listing. Everything from proper spelling and sentence structure to detailed product images can impact your conversion rate.
Here's an illustration showing the basic structure of an Amazon listing:
If you’re the sole seller of your product, you have more control over some aspects of your listing than you would if you had a shared one. There are some things you may feel like you have little to no ability to influence, but we’ll share what you can do to improve your listing (and ideally your Amazon ranking) throughout this guide.
For now, let’s take a closer look at each of these elements and the Amazon listing guidelines you need to know. We’ll explain the purpose of each one and share best practices for how to create a good Amazon listing.
The product title is one of the first things shoppers see when searching for your item, so it needs to be a good one. The best Amazon product titles begin with the name of the product and include top keywords to help features stand out.
A strong product title should be descriptive enough to give a sense of what to expect from the item before a shopper even clicks over to the product detail page to learn more.
The Amazon title guidelines state that you should:
You may not:
Your Amazon listing character limit will depend on your product category, but 200 characters (including spaces) is often standard for product titles. However, shorter, more succinct titles are largely preferred by shoppers.
The product description allows you to provide a more detailed overview of the product. Keep it concise, honest, and focused on unique properties as well as the features and benefits of the product.
You have up to 2,000 characters for this field. While you’re given more real estate to market your products, keep these Amazon product description guidelines in mind:
For a more general understanding of the Amazon listing guidelines, the Quick Start Style Guide is a great resource to bookmark. You'll also need to become familiar with Amazon's product detail page rules.
Your product detail page is equivalent to your real estate, i.e. your house, that you're selling. Before you ever send traffic to it, which you inevitably want to do, it needs to look its absolute best. Think about the end goal. It's to sell the real estate right? So you have the house cleaned, repainted, staged, and then someone comes and takes really great pictures of the listing so people can get a feel for the house before they set up a showing.Michael Maher
Once they arrive on site, they want to be wowed into buying the home, hopefully seeing very little if any downside. That's exactly how your product detail page should be. You want to attract people to the listing and once they're sold on it, without anything negative glaring at them, they complete the purchase. Before anything else can be done well, you have to make sure your product listing is actually ready to convert the visitors to the page.
Each Amazon product detail page is required to have at least one product image. Amazon recommends providing six images and one video. The first image displayed on the product page is the main image, which is also the image customers see in search. This image can only include the product you’re selling on a white background, with the product filling the image frame.
Additional images can focus on specific features, different environments, the product in use, and more.
The Amazon image guidelines do vary for some product categories. You can find specific details on each category’s product page style guide.
Amazon search terms are terms that you want to target on the "backend" of your listing, which is why they're also known as Amazon backend keywords. These keywords are never customer-facing. While they're hidden from the public's view, Amazon's search algorithm uses them to help shoppers find your products. Backend keywords are entered into the “generic_keywords” or “search terms” fields when an ASIN is listed or updated on Seller Central.
To use Amazon search terms effectively, you must:
Historically, there have been five or more search term fields for you to fill out. Amazon has started to combine them into one to reduce redundancy. So, instead of seeing a separate Amazon subject matter field, for example, you may just see this:
A+ Content is a feature available to vendors and third-party sellers enrolled in the Amazon Brand Registry. If you have access to A+ Content, you can enhance your product description with custom paragraph headers, images, unique layouts, bulleted feature lists, and a product comparison chart. You can also provide additional brand content through carousel displays, links to other products, a link to your Amazon brand store, and image/text cards.
Well-designed A+ Content improves the customer experience and increases brand awareness. According to Amazon, A+ Content can encourage repeat purchases and even increase sales by an average of 5%.
Amazon uses non-buyable parent products to establish relationships between child products, which can be purchased. If an item is available in variations such as different sizes, colors, flavors, or scents, it is considered to be a child product and will be displayed as a variation on the Amazon listing page.
Learn when it makes sense to create a variation and how to add a variation to an existing Amazon listing.
PriceYour product’s price is displayed on the right side of the Amazon listing page. If you compete with other sellers to sell the same ASIN, changing your price can impact your ability to win the Buy Box. Price is also an important comparison factor for Amazon shoppers, so if your price is significantly higher than a close competitor’s without a clear reason, it’s unlikely that someone searching for your product will click over to the product detail page.
Other Offers"Other sellers on Amazon" shows options to purchase the same product that is sold by multiple sellers. Other sellers may offer a different price, other shipping options, etc. If you sell a private label product, it's important to always keep an eye out for other sellers attempting to sell it.
Amazon displays a star rating on the search results page as well as on the top right side of each product detail page. This star rating shows the average rating previous customers have provided for a given product. Shoppers often look to overall star ratings when comparing products on Amazon. The star rating displayed is between one and five stars, with five being the highest possible rating.
84% of Amazon sellers feel that reviews are extremely / very important to their Amazon business
More detailed ratings and written product reviews are available at the bottom of the listing page. Reviews can be left by anyone, but Amazon gives more weight to Verified Purchase Reviews (reviews that were left by someone who bought the item from Amazon) and Vine reviews (reviews that were provided by a member of the Amazon Vine reviewer program). Reviewers can provide written reviews, photos, and/or videos along with their star ratings.
Amazon reviews have a strong impact on your product’s search ranking. Your star rating is also very noticeable on ads and in search results along with the product title, price, promotions, and shipping options.
In a recent survey, eComEngine found that 84% of Amazon sellers feel that reviews are extremely or very important to their Amazon business. The search ranking benefits are just one reason sellers prioritize getting Amazon reviews.
The best sellers rank for each product is displayed in the Product Information section of the product detail page. The product’s rank is shown for each relevant category and subcategory, so it's important to list your products appropriately.
Customers can ask questions about a product right on the Amazon listing page. Other customers can chime in with their experiences but as a seller, you should also be monitoring and answering (when appropriate) any new questions that arise. For example, you should be able to provide detailed information regarding dimensions, color, etc. If you receive these types of questions, make sure your listing content provides clear details for any other shoppers who might have similar questions.
Customer questions and answers also contribute to your Amazon search rankings. Top keywords often appear in this section, increasing your overall keyword density for topics related to your products. Answering these questions in a timely manner shows your commitment to the customer experience and benefits the product search ranking, so it’s a win-win!
If you want a great Amazon listing that gets plenty of traffic, sales, and positive reviews, you need to optimize your product detail page with relevant keywords for your item. This will lead more consumers to your listing and show Amazon that your product is worthy of a higher search ranking. You can use Manage Your Experiments to run A/B tests on various aspects of your listing.
Your Amazon product page design can convince people to purchase or cause them to look elsewhere. By default, standard product descriptions use plain text and do not support images. With the A+ Content feature Brand Registry users can add additional text and image formats for more informative and visually appealing product pages.
While it’s possible to shoot and edit your images and video, you’re often better off leaving this to an expert. Low-quality creatives can look cheap or fake and turn shoppers away.
In 2022, Amazon began making images viewable from the search results page, meaning shoppers don’t have to click into your Amazon listing to scroll through your images. It also started beta testing shareable product images on desktop browsers, which you can see below.
Infographics combine text and images to visually represent data in a more digestible way. A good Amazon product infographic highlights key item features, answers common customer questions, shares important size and material information, and more. Infographics have been shown to improve sales and conversion rates and help prevent negative reviews.
Nearly 80% of shoppers read Amazon reviews before purchasing. Having little (or no) reviews on your Amazon listing can make an item look untrustworthy to consumers, who don’t want to spend their money on a product with a poor reputation. Politely urging your customers to leave a review after every purchase with software such as FeedbackFive by eComEngine can help you increase your ratings and improve your product and brand reputation.
Even temporarily going out of stock can cause you to lose the Buy Box or drop in Amazon’s search results. Amazon FBA is arguably the most efficient approach to inventory management, although you'll still need to closely monitor your stock levels and send in the right shipments to Amazon. RestockPro by eComEngine can tell you what to restock and when to avoid stockouts and maintain your profitability.
Every month, there are approximately 2.45 billion visits to Amazon.com. Shoppers can find what they’re looking for in a number of ways, but the vast majority will use the search bar located at the top of the homepage. Shoppers conduct their searches by entering exact words, phrases, or keywords associated with the product. Amazon’s search algorithm takes the query into consideration and returns results it has deemed to be appropriate.
Thus, Amazon product listing optimization is the process of optimizing or enhancing product listings to help them rank higher in organic (non-sponsored) search results.
Having optimized content isn’t just about keyword stuffing or ensuring that the copy is SEO-friendly. You also need to pre-empt any questions potential customers may have and include the answers in the copy. At the same time, the content needs to be skimmable and easily digestible. There’s so much more to listing content than just describing the product.Saffron Wainman
If you know how to use Amazon keywords properly, you can drive more traffic to your product listings, boost brand visibility, and improve sales and conversions. The best Amazon listings are optimized in all of these areas:
Write a clear, concise title with at least one primary keyword and add a few more popular terms throughout. Remember the more than 98 million Amazon customers who shop on mobile - shorter titles (60-80 characters in length) will perform much better for this crowd. And while you may see other sellers keyword stuffing, this tactic can actually hurt your rankings and get you into trouble with Amazon.
Position relevant keywords near the beginning of your product feature bullet points. There’s no need to repeat what was already used in the title. Use Amazon keywords to describe the product details most important to buyers and include key information that distinguishes you from competitors.
Continue to incorporate relevant keywords that will help sell your product into your product description. Expand on the product benefits and share other pertinent information that you couldn’t include elsewhere. This is a great opportunity to get creative and close the sale for anyone still on the fence about buying.
Use generic keywords for your Amazon search terms optimization. If you have the opportunity to fill out multiple keyword attributes, the Amazon subject matter field is widely considered the most important. Keep your keywords in logical order and don’t repeat them.
Your Amazon product photos and video should also be of the highest quality possible. Make your images large enough to be eligible for the zoom experience and show different angles of the product with it featured in realistic settings. What pain points will your product solve for people? Videos should be 30 seconds or less and not too salesy in nature.
An Amazon product detail page performs at its peak when it has a large number of positive product reviews. This gets you more sales and also reassures customer-obsessed Amazon that you’re worth rewarding with the Buy Box and a higher search ranking. Plus, when customers land on an optimized product page, they’re much more likely to be fully informed of what they’ll be receiving, which naturally leads to more satisfied reviews.
Your product should be priced competitively for its category - not too high or too low. With so many similar products being sold on the marketplace, having a strong pricing strategy that secures your spot in the Buy Box is imperative. This can significantly impact your cash flow and the overall growth of your business.
Before you can optimize your listing, you first need to perform Amazon keyword research. This will help pinpoint the right keywords for your products. Here are a few top strategies:
Once you’ve selected and started implementing your keywords, it’s important to track your keyword rankings and continue to make adjustments as necessary.
ASIN piggybacking occurs when someone becomes an ‘additional seller’ on your listing and sells the same product – under the same ASIN – for less money. It’s important to note the differences between this and traditional reselling. While reselling on Amazon is an accepted practice, piggybacking overwhelmingly is not. Why? Because as the other seller attempts to capitalize, or piggyback, on your success, they often resort to selling cheap knockoffs instead of genuine items to contend with their lower price tag.
You can check for piggybackers by going to the “Other Sellers on Amazon” box on your listing. Just remember, it could be a legitimate reseller. Either way, you’ll want to take a closer look.
A listing hijacking is when another seller starts selling a counterfeit version of your product on its Amazon detail page, typically at a much lower price that allows them to claim the Buy Box. Then, when customers receive the poor-quality imitation item, they respond with a negative review on your listing. As the process repeats itself, your brand reputation will suffer, as will your Best Seller Rank and account health metrics which could put your entire business at risk.
If you have other sellers on your listing and an unauthorized reseller has taken over the Buy Box for your private-label product, this suggests you have a hijacker on your hands. Other warning signs are listing changes that you didn’t initiate and an increase in negative reviews.
Monitoring your product listings for new sellers and tracking your reviews can help you spot suspicious activity like this much sooner. SellerPulse by eComEngine has specially designed features to help you do this and much more.
Turn on SellerPulse's number of offers change (hijacker detection) alert to be notified whenever a new seller is added to your listing. You’ll get access to plenty of useful intel about the new offer, including the product’s price, condition, Buy Box ownership status, and seller rating, which you can use to investigate the matter and possibly build your case. The alert also includes the seller's name and address.
Once you’ve identified this issue (with help from SellerPulse!), you can address the problem head-on by sending a cease and desist letter to the hijacker, making a test purchase to obtain proof that the product is a counterfeit, and reporting the infringement to Amazon. The tool will also tell you when the number of offers for your listing has decreased.
Something else you'll want to pay attention to is if the content of your listing has changed. Hijackers often manipulate listing details to make the product more difficult to discover in search results or deceive buyers about its true nature, leading to negative ratings. They may also attempt to render the listing ineligible for advertising or frame it as non-compliant, causing Amazon to suppress or deactivate it.
SellerPulse's listing content alerts notify you of any changes to your product's title, main image, or brand name. This also includes if it has been labeled as "adult" by Amazon. These modifications could potentially indicate that a hijacker is targeting your listing. If you did not authorize these changes or if the updated listing contains inaccurate information, taking immediate action becomes crucial to prevent dissatisfied customers and a potential loss of sales.
Hijackers can also swoop in and seize control of the Buy Box for your product. With a staggering 82% of sales coming through the Buy Box, this is a matter of utmost importance. SellerPulse's Buy Box alerts keep you in the loop by instantly notifying you of any changes to a Buy Box that you have an offer on. You'll quickly know when you've won or lost it (to another seller or Amazon), or if Amazon has suppressed a Buy Box that you were winning due to pricing discrepancies on other sites. The suppressed Buy Box alert includes details about competitive pricing. Quickly analyze your Buy Box status and see your losing offer details compared to winning offer details with the Buy Box report. Use this valuable intel to decide whether to compete for the Buy Box and what to do to improve your offer.
For proactive reputation management, FeedbackFive makes it easy to sort, filter, and analyze your reviews for new trends or sudden changes. Get text and/or email alerts for negative reviews so you never miss something you need to know about. In these situations, it's much better to be proactive!
When your Amazon product is not showing up in search, it means that your listing has been suppressed. Amazon will suppress listings that do not meet certain standards. As a result, anyone searching for a keyword related to your product will not see your listing appear on Amazon's search result pages.
Listing suppression can happen for several different reasons. However, these Amazon listing violations are often to blame:
Other times, Amazon may suppress your listing for more serious reasons such as potential counterfeiting, safety complaints, or violations of Amazon’s selling policies.
For every minute that your Amazon listing is suppressed, you could be losing revenue and new customers who rely on search and browse to find products. Your Inventory Performance Index (IPI) score may also be impacted.
Routinely checking your product pages for possible suppression can help you stay on top of this problem, which often takes place without your knowledge. The Amazon Listing Quality Dashboard can also help you see which of your product pages are at risk of being suppressed. To fix your issues, you'll need to go to the Manage Inventory page in Seller Central.
When your listings are search suppressed, you need to know about it as soon as possible. Resolving the issues quickly is the only way to try and make up for all that you lost while your listings weren’t readily available to buyers.
Unfortunately, Amazon doesn’t notify you when your listings are search suppressed - but SellerPulse does. With the software’s listing suppression alerts, you can easily stay informed when any of your listings suddenly stop showing up in search.
Watch the short video below to learn more about these alerts:
Having a higher sales velocity will increase your Amazon Best Sellers Rank, which both buyers and sellers often look at to gauge product popularity and demand. Getting a Best Seller badge can be difficult, but the extra visibility and credibility it brings can be a real boost to your traffic and sales. Encouraging customers to leave reviews and optimizing your Amazon product listings are smart ways to increase sales and secure a top spot.
Customers must be able to find your products before they can buy them. So, we can’t understate the importance of having a strong Amazon search engine optimization strategy enough. Building your Amazon listings around the most relevant keywords for your products will naturally bring in bigger audiences.
Amazon’s advertising business is one of the most highly regarded in eCommerce. You have a variety of ad formats to choose from, but Sponsored Product ads are often the most sought-after placements as they’re so nicely (or cleverly) positioned at the top of Amazon’s search results.
One of the biggest perks of the Brand Registry is your ability to create a branded storefront on Amazon. This popular feature allows customers to browse your product catalog from one place, making it much easier to cross-sell, upsell, and promote new products. Your Brand Store can even serve as the landing page for some of your sponsored advertising.
Everybody loves a good deal, especially on Amazon. Make sure you own the Buy Box and that the promotion is attractive enough without hurting your bottom line. There are a number of ways to promote products on Amazon, including social media promo codes, percentage-off or buy one, get one free promotions, coupons, Lightning Deals, and Prime Exclusive Discounts.
As an Amazon seller, you may not send marketing or promotional emails or redirect anyone away from the site. But that doesn’t mean you can’t do any marketing whatsoever. You can (and should) build email lists and send social media traffic to your Amazon product details page. Influencer and micro-influencer partnerships have proven to be very lucrative for brands, as has affiliate marketing.
