As an aspiring entrepreneur, you’ve probably heard that selling on Amazon can be a goldmine if you do it right. But success on Amazon doesn’t happen by chance; it requires strategy and effort—especially when it comes to your product listings. Your listings are the gateway to your products, and optimising them can make the difference between a trickle of sales and a flood of orders. In this blog, we’ll explore actionable steps to optimise your Amazon listings for maximum visibility and conversion in 2025.
Why optimisation is important:
Amazon is the world’s largest online marketplace, hosting millions of products. For your product to stand out, it needs to be both easy to find and enticing to buy. Amazon’s A9 algorithm decides how products are ranked in search results, factoring in elements like keywords, sales history, and customer satisfaction. A well-optimised listing can:
• Increase your product’s visibility.
• Drive more clicks and conversions.
• Improve your overall seller rank.
Now, let’s break down the key areas to focus on.
1) Craft a winning product title:
Your title is the first thing shoppers see, so it needs to grab attention while also being keyword-rich. To create a great title, identify the primary keywords your customers are likely to search for. Amazon limits title length to 200 characters, so make sure to use them wisely.
Prioritise important details like the brand name, product type, key features, and size or colour if applicable. Avoid keyword stuffing and ensure the title remains readable. For example, instead of "Water Bottle Sports Leakproof Stainless Steel 1L," write "Stainless Steel Leakproof Sports Water Bottle – 1L."
Pro Tip: Use tools like Helium 10 or Jungle Scout to identify high-ranking keywords for your product.
2) Leverage high quality images:
A picture is worth a thousand words, especially when it comes to e-commerce. To make the most of your product images on Amazon, ensure they meet the platform's standards, such as using a white background and having the product occupy at least 85% of the frame. Additionally, upload high-resolution images (minimum 1000px) to allow customers to zoom in and get a better view.
It’s also important to show multiple angles of your product, including close-ups and lifestyle images that demonstrate how the product can be used in real life. Highlighting key features with infographics or text overlays can draw attention to what makes your product stand out.
Investing in professional photography can significantly boost your chances of increased conversions and make your listing more appealing to potential buyers.
3) Write engaging bullet points:
Bullet points are your opportunity to quickly communicate the benefits of your product. Focus on explaining how the features solve problems or enhance the customer's life rather than just listing them. Be concise, ensuring each bullet point is under 250 characters to maintain clarity and impact.
Use formatting to make key points stand out—capitalising the first few words helps catch the customer’s eye (e.g., "EASY TO CLEAN: Dishwasher safe for hassle-free maintenance"). Anticipating common customer questions and addressing them in your bullet points can also be highly effective.
4) Optimise your product description:
The product description is where you can go into more detail about what your product offers. Use storytelling to describe scenarios in which the product would be used, helping customers visualise it in their lives. Make sure to incorporate relevant keywords naturally without overstuffing, keeping the narrative fluid.
Break up the text by using short paragraphs, bullet points, and bolded headers to improve readability. End with a clear call to action, such as “Add to Cart” or “Buy Now,” encouraging customers to take the next step in their buying journey.
5) Maximise backend keywords:
Amazon gives you the option to add hidden keywords in the backend of your listing to enhance visibility in search results. To optimise this feature, make sure you use all available space, as the character limit is typically 249 bytes. Avoid duplicating keywords already present in your title or bullet points.
Include variations like synonyms, regional spellings, and long-tail keywords to cover a broader range of search terms. Remember that commas are unnecessary; Amazon’s system treats spaces as separators, so simply use spaces between each keyword.
6) Set competitive pricing:
Your pricing strategy is a key factor in attracting customers and improving your product's visibility on Amazon. To price your product effectively, begin by researching your competitors using tools like CamelCamelCamel or Keepa to track pricing trends in your niche.
If your product is priced higher, make sure to highlight its superior features, quality, or branding to justify the price. You can also leverage discounts or offer coupons to encourage initial sales and improve your ranking.
Pro Tip: Amazon rewards consistent sales velocity, so pricing competitively in the early stages can help you build traction and increase visibility.
7) Use Amazon A+ Content:
If you're a brand-registered seller, A+ Content is an essential feature. It allows you to create visually rich product descriptions that elevate your listings. You can include enhanced images like comparison charts or infographics, as well as detailed storytelling to explain your brand’s mission and highlight the unique benefits of your product. Interactive elements, such as clickable sections, can also improve customer engagement.
A+ Content not only boosts conversions but also helps to build trust and credibility in your brand.
8) Encourage reviews:
Positive reviews are vital for improving visibility and establishing credibility on Amazon. To encourage customers to leave reviews, focus on delivering great service by ensuring timely shipping and careful packaging. After a purchase, follow up using Amazon’s "Request a Review" button in Seller Central with a polite request. You can also include a thank-you card with instructions on how to leave a review in your product packaging.
However, avoid offering incentives for reviews, as this violates Amazon’s policies.
9) Monitor your performance metrics:
Amazon tracks several performance metrics that influence your visibility, including the Order Defect Rate (ODR), which should stay below 1% by maintaining quality control and excellent service. You should also aim to keep your Pre-fulfillment Cancellation Rate low, only cancelling orders when absolutely necessary, and ensure a timely shipment to avoid a high Late Shipment Rate.
Regularly review these metrics in Seller Central and take corrective action when needed to maintain a positive seller performance.
10) Utilise Amazon Ads:
Amazon’s PPC advertising can be a powerful tool to increase traffic and boost sales. Start with Sponsored Products, which appear in search results and on product pages, and consider using automatic campaigns to let Amazon identify keywords for you at first. Once you have data, refine your strategy based on performance. It’s essential to monitor and adjust your campaigns regularly to ensure optimal results.
Pro Tip: Combine PPC with promotions during key periods like holidays to maximise visibility and sales.
Wrapping up:
Optimising your Amazon listings isn’t a one-time task—it’s an ongoing process that requires attention and adaptability. By focusing on high-quality content, strategic keyword placement, competitive pricing, and consistent performance, you can significantly boost your visibility and sales on Amazon.
Remember, success on Amazon takes time and effort. Start implementing these tips today, and with persistence, you’ll see your hard work pay off. Happy selling!
