For many sellers operating on Amazon Europe or the United States, Amazon Listing Optimization is critically important. A well-prepared listing brings you more high-intent shoppers. Some of these potential customers then convert and purchase your products. No matter how high-quality your product is, a poorly optimized listing will reduce sales. In some cases, it can even stop sales entirely. This is because in a marketplace with millions of products and competitors, visibility is the most critical step that initiates sales on Amazon.
As the E-com Group Account team, what do we pay attention to when preparing listings? Through which stages do we launch products for sale? Let’s take a closer look together.
Step-by-Step Amazon Listing Optimization
Customers search for products using words. They describe what they are looking for with words and find products that way. In the online world, these words are called keywords. We integrate into our listings the keywords customers actually use in their searches. We make sure these keywords are relevant to our products, focusing both on broad keywords and on specific, niche keywords. In the long run, these keywords form one of the core pillars of our product marketing efforts and PPC campaigns.
What should we consider step by step when conducting keyword research on Amazon?
- Thinking Like a Customer: When we start creating a listing, we ask ourselves: “If we wanted to buy this product, how would we search for it?” Which features would we highlight? What would we pay attention to? Based on the answers to these questions, we begin building our keyword list.
- Using Third-Party Tools: We use tools such as Helium10 or Amazon Seller Central’s Product Opportunity Explorer to identify relevant keywords. Then, by typing these keywords into the Amazon search bar, we generate additional keyword ideas and continue the process.
- Long-Tail Keywords: Using longer, more specific keywords helps us rank higher in Amazon’s SEO algorithm. For example, instead of “Spray Foam,” using “Polyurethane Spray Foam Insulation” reduces competition and increases conversion rates. Single-word or two-word keywords tend to have much higher competition and advertising costs.
When writing our listing titles, bullet points, and descriptions, we make sure to distribute these keywords naturally.
How to Optimize Product Listing Titles
The product title plays a critical role for both Amazon’s SEO algorithm and the customer. We generally structure titles as follows:
Brand + Product + Size/Quantity + Feature + Use Cases
Having a consistent structure and system when creating titles and applying it across all listings helps us gain both speed and visibility.
For example, instead of writing just Sealant, we can write:
“Brand Name F100 Gaps & Cracks Sealant (3×12 Oz.) – Polyurethane Spray Foam Insulation for Window & Door, Waterproof Gap Filler, Low Expansion Foam for Indoor & Outdoor Use | Straw Use”
This creates a strong SEO-focused title while allowing customers to immediately understand what the product is and what features it offers.
Using Bullet Points Strategically
Bullet points in Amazon listings work like a marketer. When used with the right keywords, they provide significant value both for us and for customers. The structure we generally follow is:
- Highlight the main benefit (Prevents insects from entering your home.)
- Emphasize the differentiating feature (The odor it emits is not as irritating as competing products.)
- Use cases (Thanks to its high adhesion, it firmly bonds to wood, concrete, drywall, and more.)
- Technical specifications (12 oz product; fills gaps and cracks from 1 to 3 inches (approx. 2.5 cm – 7.6 cm).)
- Customer confidence (Resistant to sunlight and temperature changes, forming a rigid and waterproof barrier. Meets B3 fire class standards for added safety and long-term performance.)
The key point here is not just listing features, but selecting the right keywords and focusing on the benefits they deliver.
Description and A+ Content
While the Description section is important for Amazon SEO, using A+ Content takes listing quality to the next level. By adding visuals, comparison tables, and brand storytelling, customers spend more time on the product page, which increases conversion rates.
For the brands we manage on Amazon, we always include:
- Brand Story: Who is behind the product, why we make it, and an introduction to our brand and product range.
- A+ Visuals: These visuals highlight key product features and improve visibility by reinforcing backend keywords.
- Comparison Tables: Comparing our products within the same category helps customers easily choose the option that best suits their needs.
The Power of Images and Video in Amazon Listings
Images are one of the most decisive factors in Amazon sales. Customers are unlikely to buy a product whose visuals they do not like. The image is the first point of interaction between the customer and the product, making it one of the most important optimization elements.
- The main image must have a white background and the product should fill approximately 85% of the frame.
- Additional lifestyle images showing the product in use significantly increase conversion rates
(for example, showing a foam product being used to fill holes in a home). - Visuals that explain product features and usage instructions help customers better understand the product.
- Amazon recommends using seven images per listing to maintain listing health.
Videos have also become one of the strongest elements of a listing.
- A short, clear product video explains the product within seconds.
- Showing the product from different angles helps customers quickly understand its size.
- Details that cannot be explained through photos can be clearly communicated through video.
- Listings with videos build trust faster and convert better than those with images alone.
Pricing and Promotions
Optimization is not limited to content. Pricing strategy also affects visibility. Key considerations include:
- Pricing based on competitor analysis, aligned with brand positioning.
- Using coupons and discounts during the launch period to increase visibility.
- Leveraging Amazon programs such as Subscribe & Save.
Improving Listings with Customer Reviews and Social Proof
Once customers land on a listing, they carefully examine ratings and reviews. They weigh pros and cons, read complaints, review visual feedback, and gain a comprehensive understanding of the product.
When launching a new listing, we prefer to send products to FBA warehouses and enroll them in the Vine program. Under this program, Amazon sends the product to selected customers and asks them to review it. Up to 30 units can be submitted per listing/parent. Customers provide honest reviews once they receive the product. However, not every customer is required to leave a review, and negative reviews are also possible.
We evaluate negative feedback and communicate with customers to find solutions. In some cases, we are able to have negative reviews removed.
Responding to customer messages within 24 hours positively impacts account health, which in turn supports listing visibility.
A healthy listing should have at least a 4.0-star rating. Ideally, it should be above 4.3 stars.
These factors contribute positively both in the eyes of the algorithm and from the customer’s perspective.
Regular Monitoring and Updating of Listings
Amazon is a dynamic marketplace. Listings that are not regularly optimized will see declining sales and lower conversion rates.
- Track search volumes regularly.
- Monitor competitors.
- Update titles and bullet points based on seasonal demand.
Amazon Storefront and Listing Optimization
An Amazon Storefront is a brand-specific showcase your own store. Customers who enter your storefront can browse all of your products in one place. Storefronts influence customer perception in several ways:
- Brand Trust: Seeing an entire product collection rather than a single item creates a stronger sense of trust.
- Cross-Selling Opportunities: A customer who comes to buy silicone may also purchase a caulking gun and scraper when they see them together. This increases average order value and reduces shipping costs.
- Advertising Integration: Sponsored Brands ads that direct traffic to the Storefront invite customers to explore the full brand range, not just a single product.
Selling on Amazon Europe or the United States is a long and challenging journey. Starting this journey with a well-prepared listing is your first solid step. A good listing can generate sales for years, create strong passive income, and potentially become a best-seller with a stable cash flow.
Success on Amazon does not come from excelling at just one area, but from executing multiple steps correctly and consistently. In Amazon’s competitive environment, continuous improvement is essential.
