September 03, 2018

The Ultimate Guide to Amazon Listing Optimization


Selling on Amazon is one of the best ways to increase sales and grow your business. But Amazon is completely different than brick-and-mortar retail stores and even eCommerce websites. Being successful on Amazon means understanding all the little secret formulas that will make your products sell.

Today we’ll be talking about how to optimize listings on Amazon so that:
1) people can find your products and
2) they’ll actually make a purchase.


Amazon listing optimization begins with identifying keywords. This is how to secure visibility in Amazon’s crowded marketplace. Use a tool like Google Keyword Planner or Keyword Tool to generate a list of relevant target keywords. Then, include these target keywords in each part of your Amazon listing.

Product Title

Depending on the category in which you list your products, your Amazon title can be up to 250 characters. Don’t be afraid to use up that space. Be sure to incorporate your target keywords in your title, and consider adding some product features, differentiators and value propositions. Which one of these titles would be more likely to grab your attention?

Kids Sunglasses


Sunglasses for Babies, Toddlers and Kids. 100% UVA UVB Protection. Shatterproof, Polycarbonate Lenses. Iconic Aviator Style. Perfect for Sports, Beach Days, and Outdoor Activities. 


Yeah, that’s what we thought.

Product Images

High-quality product images are essential when it comes to Amazon listing optimization. But you want to go beyond just a single image of the item you’re selling. Ideally, you should have 5-6 images per listing, including images that show the product in use. Just make sure you pay close attention to Amazon’s Product Image Requirements.

Key Product Features

The Key Product Features are the bullet points that appear above the fold on your Amazon listing. In this prime location, they should provide enough information to entice shoppers to advance down the page—or go right to the Buy Box. Keep this section high-level, focusing on the primary features, benefits, attributes and differentiators.

Listing Description

This is another area where you really want to take advantage of that character count. For most categories, there’s a 2,000-character limit. Using your target keywords, focus on writing something that’s readable, compelling and informative. You can use some light HTML in your Product Description, such as line breaks and bolded fonts. This is a great way to break up that content and call attention to the most important parts.

If you have the option, you should always add Enhanced Brand Content to your listings, too. This free feature allows you to create essentially your own landing page on your product listing, making it that much more compelling to a shopper. (Amazon will probably try to monetize Enhanced Brand Content eventually, so get it while it’s still free!)

Ongoing Amazon Listing Optimization

Here’s a little secret: you’re never really done with Amazon listing optimization. Once your listings are in good shape and you’re making sales, it’s important to pay attention to performance over time. A really simple way to do this is by regularly checking the product reviews.

You can gain a lot of insight from a negative review. You can even transform it into a positive learning experience for your brand. For example, if reviewers consistently note that the color you’re calling Beige is actually more of a Dark Green in person, consider adding clearer images or changing the color name.

You’ll also want to pay attention to keyword performance so that you can add or remove target keywords from your listings.

Feeling overwhelmed by all this information? That’s what we’re here for!

AirTank’s Amazon specialists know all the secret formulas for increasing Amazon sales. Contact AirTank today for a free quote!



December 22, 2023
Check out our latest webinar "2024 Trends and Predictions." We cover several topics based on our research, client conversations, and additional insight as we head into the New Year.