Amazon Listing Optimization: Title, Images, Bullets and A+ Content

By Ampplify Academy · Updated 21 October 2026 · 7 min read

Your listing does two jobs. It helps Amazon decide when to show your product, and it helps the shopper decide whether to buy. Good optimisation serves both. Here is how to work through each part.

Start with keyword research

Before you write anything, collect the words real shoppers type. Look at Amazon's search suggestions, your closest competitors' listings and a keyword tool. Group the terms into a main keyword, a handful of important secondary keywords, and longer phrases for the bullets and description.

The title

• Put the brand, the main keyword and the key feature first, so it reads well even when cut off on a phone.
• Add the most useful details: size, quantity, colour, material or compatibility.
• Follow the category's title rules and length limits. Avoid promotional words, symbols and claims you cannot prove.
• Write for a person first. Repeating the same keyword several times hurts readability and can break the rules.

The images

Images often decide the sale. Aim to use every image slot.

• Main image: clean, on a white background, product filling most of the frame, meeting Amazon's image rules.
• Secondary images: features and benefits with short text, a size or scale picture, the product in use, what is in the box, and a comparison if it helps.
• Use high resolution so shoppers can zoom. Check how the images look on a phone.

Bullet points

• Lead each bullet with the benefit, then the feature behind it.
• Answer the questions customers ask: size, fit, material, how it is used, care, warranty.
• Keep them short and scannable. Work in secondary keywords naturally.

Description and backend search terms

The description should explain what the product is for, who it suits and how to use it. In Seller Central you can also fill the backend search terms field with relevant words that are not already in the visible text. Do not repeat words, do not use competitor brand names, and keep within the byte limit.

A+ Content

If you have Brand Registry, A+ Content lets you add richer modules to the listing: lifestyle images, comparison charts and brand story. Sellers often see a lift in conversion because the page answers more questions before the shopper has to scroll to the reviews. It supports your product with more images and layout, but it does not replace a clear title and good main images.

Price, reviews and stock still matter

Even the best listing will struggle if the price is far above similar products, if reviews are poor, or if you are often out of stock. Check these alongside the text.

A quick checklist

• Main keyword in the title, readable on mobile.
• All image slots used, main image compliant.
• Five benefit-led bullets.
• Description and backend terms filled, no repeated words.
• A+ Content added where Brand Registry allows.
• Review the listing again after a few weeks of data and improve the weakest part.

This guide is general information, not financial or legal advice. Amazon's fees and rules change, so always check the current pages in Seller Central before you decide.