How to optimise an Amazon listing in 4 steps?

Customising product names and descriptions to meet Amazon's guidelines and customer expectations is a significant challenge that deserves a lot of time dedication. At this stage, the most important element of the offer is created, which is just as crucial as high-quality images. Creating a product listing that ensures effective sales should be your priority. The primary goal of the seller is to win the Buy Box. Check what you should do to become more competitive and succeed on Amazon!

Create new names that comply with Amazon's guidelines
Avoid duplicating product names you use in your store or on other platforms. Amazon has its own guidelines on how a listing title should look. The first principle of optimisation remains unchanged here – each title should contain keywords. These are words or phrases that best describe your product.

If you are selling, for example, calendars:

• choose basic terms for each, e.g. wall, desk, weekly,

• define its key features: size, colour, contents (e.g. with photos),

• highlight benefits: practical, comfortable, spacious, sewn pages, etc.

Once you have the first draft, think about what else might encourage a customer to purchase. You can add expressions like “for entrepreneurs,” “for parents,” or “with space for notes.” Remember that there is a limited number of bytes for the description – if you exceed this limit, Amazon will truncate the end of the title or block your listing. It is also important that the keywords reflect the actual characteristics of the product, as the algorithm considers whether customers actually buy your product or choose the competition.

How to choose attributes, i.e. the most important features of the product?
Consider what distinguishes your product. Do you use recycled materials, or do you employ high-quality printing? Choose 5 key features, for example:

• We care for the environment – we use recycled paper, eco-friendly inks, and eliminate the risk of polluting rivers,

• Designer project – experienced graphic designers worked on the calendar, ensuring the product has an aesthetic and elegant appearance,

• Equipped with a pocket – perfect for storing business cards, banknotes, or important notes,

• Includes colourful stickers – for marking important dates and facilitating organisation,

• Ideal weekly planner – allows you to record all important dates and events.

Each bullet point has a character limit, and the algorithm indexes about the first 1000 characters in total. Therefore, ideally, each attribute should fit within a limit of 200 characters.

What is a product description and what to do when lacking inspiration?
A product description is a place where you can elaborate on the advantages and present additional information. If you lack ideas, just expand on what you have already included in the bullet points. Provide details about materials, add an ecological context, praise the designers, or mention that you print in Poland – this is increasingly appreciated by consumers. Get inspired by the competition, see what works, and if you lack time – seek help from Amazon sales experts.

Keywords – is it worth adding to the "search terms" field?
Yes, because the more keywords you have, the greater the chance of visibility. Simply using popular phrases is not enough – competition and fit are crucial. If 10,000 listings are competing for a given keyword, it will be hard to break through. The final effect also depends on other factors, including the quality of images, pricing policy, and promotions.

If you have concerns about listings or are just considering selling on Amazon, you can seek consultations and support from experts who will point out the best solutions.

At Go2Market, we are happy to share knowledge. If you have something to add or want to share something – let us know in the comments below.

Happy indexing
Go2Market Crew
Amata Borys – Chudek