Marketplace Compass

How to Optimize Your Product Listings for Visibility and Sales

Let’s face it – if your products are buried 10 pages deep on Amazon, they might as well be in the Bermuda Triangle. You could have the best blender known to humankind, but if shoppers can’t find it, you’re not blending much besides your hopes and dreams. Welcome to the world of Amazon SEO.

Search engine optimization (SEO) isn’t just a buzzword tossed around in digital marketing circles. On Amazon, it’s do-or-die. And here’s why: Amazon is the second largest search engine in the world and commands a staggering 45% of the U.S. eCommerce market. In Europe, the numbers are just as eye-opening. Amazon holds approximately 30–35% of the UK market, 20% in France, 50% in Spain, a dominant 64% in Germany, and a whopping 69% in Italy.

While its presence is overwhelming in some countries (looking at you, Germany and Italy), in others, Amazon wrestles with local competitors for market share. Either way, if you’re not listing your products on Amazon, you’re waving goodbye to a massive slice of the global eCommerce pie. Bottom line? Ignoring Amazon is like opening a shop in the desert and hoping someone just wanders by.

But don’t think that just showing up with a product listing is enough. Nope. You have to make sure your product is the life of the search results party. That means optimizing your listings to show up when customers search, so you can actually make those sweet, sweet sales.

Let’s break down the strategy. These tips won’t just get your product noticed—they’ll get it clicked, bought, and maybe even reviewed by someone named Susan who writes novels in the review section.

1. Use Relevant Keywords in Amazon Listings

Amazon’s search engine is like that friend who only listens when you say exactly what they want to hear. You need to use the right keywords in your title, bullet points, and description—otherwise, you’re shouting into the void.

Use tools (Brand Analytics and search term report, anyone?) to find out what people are actually typing in the search bar. Spoiler: it’s not always what you think. Take those high-converting keywords and weave them into your content like you’re writing SEO poetry. Make sure the keywords make sense and describe your product accurately. Misleading keywords might get clicks, but they won’t get sales – and they will get returns.

That said, search terms that bring in clicks but no sales deserve a second look. These aren’t just empty numbers in a report – they’re red flags. They indicate that while your listing might be getting noticed, it’s not delivering what customers expect. This could be a sign to refine your messaging, adjust visuals, or clarify product features. It’s not just about driving traffic – it’s about converting it. Paying attention to these signals helps ensure that once you earn a click, you’re set up to earn the sale, too.

2. Optimize Your Amazon Product Images

Online shoppers are visual creatures—this isn’t just a hunch, it’s backed by numbers. According to Amazon, listings with high-quality images see up to a 9% boost in conversions compared to those with subpar visuals. In fact, 75% of online shoppers say product photos are the most influential factor in their purchasing decision. No one’s buying your yoga mat based on a blurry image that looks like it was taken during an earthquake. If anything, they’ll assume the mat is just as unstable.

Invest in crystal-clear images that show every glorious angle of your product. Highlight features, textures, use cases, and scale. The better your product looks in photos, the more likely it is to end up in someone’s cart.

Lifestyle shots are your secret weapon. Show the product in action—this helps customers imagine it in their own lives. Think beyond the basics: coffee mugs being clutched, dumbbells being pumped, and pillows being… well, cuddled. If you’re selling skincare, show someone applying it in a morning routine. Selling furniture? Let it appear in a real living room setup. Got a backpack? Show it on someone hiking, commuting, or traveling. Clothing? Let shoppers see it styled in different everyday contexts, not just standing against a white wall. These images aren’t just decoration—they’re decision-making fuel for the customer. And yes, follow Amazon’s image guidelines—they’re there for a reason.

Image checklist:

• Use at least six images and one video
• Follow Amazon’s guidelines: white backgrounds, clear focus
• Include lifestyle photos and multiple angles

3. Encourage Customer Reviews

Customer reviews are the lifeblood of your Amazon listing – and Amazon treats them accordingly. Over 90% of Amazon shoppers say they won’t purchase a product without reading at least a few reviews, and listings with more than 50 reviews convert at a significantly higher rate than those with fewer than 10. In fact, products with strong review profiles are far more likely to rank well organically, as Amazon’s algorithm heavily factors in customer feedback and ratings when determining which listings deserve top billing.

That makes it all the more important to generate reviews the right way. Never offer shady incentives or hint too strongly at wanting five stars – Amazon has strict policies against that, and enforcement is no joke. One compliant, powerful tool to help boost your review count is the Amazon Vine program. Vine invites a select group of trusted reviewers (called Vine Voices) to test and review products in exchange for early, free access – without bias. It’s especially helpful for new ASINs that need a credibility jumpstart or for products in slower-moving categories.

And don’t forget the basics: thank reviewers, respond to negative feedback professionally, and use what they say to continuously improve your product listings. Every review isn’t just a reflection of your product – it’s also a signal to Amazon that your listing deserves visibility.

Why the emphasis on not being too suggestive? Because Amazon has strict policies against manipulating reviews. So while it’s tempting to hint at what kind of feedback you’re hoping for (cue the winky face), it’s best to play it straight and let the quality of your product speak for itself.

Pro tip: Reply to reviews. It shows you’re alive, listening, and not a faceless robot vendor.

4. Utilize Amazon’s A+ Content

A+ Content is like giving your product a full-on makeover – think sharp new suit, fresh haircut, and a confident strut. It transforms your product detail page from “meh” to “wow” with high-res images, comparison charts, and rich text modules. This isn’t just about looking good – it’s about giving shoppers all the visual and contextual information they need to fall in love with your product (or at least seriously consider clicking ‘Add to Basket’). From highlighting unique selling points to showcasing your brand story, A+ Content adds depth and professionalism that can build trust and boost conversions.

Here’s the catch: A+ Content isn’t indexed by Amazon search, so technically, it doesn’t boost your keyword rankings directly. However – and this is a big however – it can significantly improve your conversion rate. And what happens when your product converts more? Amazon notices. Better conversion rates often lead to better sales velocity, which in turn can improve your organic ranking. So while it may not influence search indexing per se, A+ Content can still give your ranking a helpful nudge by making your product more compelling once customers land on the page.

It’s also a great way to build trust. A+ Content makes your product detail page feel more legit – like you actually know what you’re doing (because you do). You look polished, professional, and confident – like you’re not just here to sell, you’re here to deliver. It sends a subtle message to customers: “Hey, we’ve got our act together.” And in the chaotic world of online shopping, that level of reassurance can be the deciding factor between a sale and a scroll-by.

5. Adhere to Updated Product Title Guidelines

Amazon got strict with titles, and honestly? It’s a smart move for everyone. A clean, keyword-rich title doesn’t just help customers find your product – it also shows Amazon you’re playing by the rules and serious about converting those clicks. Think of it as your product’s digital handshake – friendly, informative, and confident. As of January 2025, here’s what you need to know:

• 200 characters max
• No weird characters or ALL CAPS
• Don’t repeat the same word endlessly
  Use a format that works for your brand:
• Brand + Keyword + Feature + Use Case
• Feature + Product + Brand

Just remember: Only the first 70–140 characters of your title are visible depending on the device – desktop users see more, while mobile users might only catch the first 70 characters. And here’s why that matters: over 70% of Amazon shoppers make purchases from their mobile devices. That means if your key selling points and keywords aren’t front-loaded, most shoppers won’t even see them. Prioritize clarity, relevance, and punch – get to the good stuff fast.

6. Follow Revised Bullet Point Requirements

Amazon updated its bullet point style rules to bring a bit more structure and consistency to product listings -and yes, it was probably overdue. These updates help ensure customers get the info they need quickly and clearly. Bullet points should now be concise, factual, and tailored to your product category. That means no emojis, no fluff, and no over-the-top sales promises. Instead, the focus is on delivering meaningful, scannable content that highlights key features and benefits without going off the rails. A well-written bullet point can be just as persuasive as a full paragraph – if not more – when done right.

Structure Tip:

• Bullet 1–2: Key specs (material, size, function)
• Bullet 3–4: Benefits or use cases
• Bullet 5: Brand credibility or warranty

The result? A listing that informs and persuades in equal measure – and that matters more than you might think. According to Amazon internal data and third-party research, bullet points are among the first elements users scan when viewing a product detail page. In fact, up to 85% of shoppers say clear, well-organized bullet points help them make faster purchasing decisions.

Good bullet points reduce cognitive load, build trust, and help customers quickly answer key questions about product suitability. Products with well-structured, benefit-led bullet points tend to see a higher conversion rate, which (as we know) feeds back into improved ranking thanks to Amazon’s A10 algorithm. The takeaway? Don’t treat bullet points like filler. They’re one of the most powerful tools you have to turn browsers into buyers.

7. Leverage Amazon’s A10 Search Algorithm

The A10 algorithm is like A9’s smarter, more refined sibling – one that’s less easily impressed by ad budgets and more interested in actual performance. While A9 placed significant weight on paid advertising to determine product visibility, A10 has shifted the focus toward organic ranking signals, rewarding relevance, quality, and customer engagement.

What does this mean for sellers? It’s no longer just about outspending the competition; it’s about offering a great product, delivering excellent customer service, and attracting engagement from both within and beyond the Amazon ecosystem. A10 pays closer attention to seller authority, product listing completeness, conversion rates, and even external traffic sources like social media or your website.

While Amazon hasn’t published a formal whitepaper on A10, insights from the Seller Central forums and industry analysis indicate this evolution places a premium on long-term customer value. In short: build a great listing, treat customers well, drive traffic organically, and the algorithm will return the favor.

Understanding this shift is essential. A10’s logic favors genuine customer interest and relevance over just throwing dollars at ads. For sellers who focus on the full buyer journey – from discovery to post-sale satisfaction – this is a golden opportunity to rise in the rankings without burning through ad spend.

Key Ranking Factors:

• Your seller reputation (account health, fulfillment reliability, customer service performance)
• Conversion rates (a higher percentage of views turning into purchases boosts visibility)
• External traffic (driving visitors from social media, influencers, or your website signals demand)
• Relevance and content quality (matching search intent with strong keyword integration and clear messaging)
• Listing completeness (including product specs, size guides, and FAQs helps Amazon and customers alike)
• Sales history and velocity (products that consistently sell are seen as more valuable by the algorithm)
• Customer engagement (click-through rate, time spent on page, and post-purchase feedback)

Optimize for A10 by playing the long game: consistent quality, great service, customer love, and keywords that actually matter. Oh, and drive some traffic from social or email while you’re at it.

Conclusion: Mastering Amazon SEO for Long-Term Success

Amazon SEO isn’t a one-and-done task. It’s a continuous, evolving process that requires attention to detail, strategic thinking, and adaptability. Staying ahead means not only meeting Amazon’s current expectations but anticipating where things are headed. As the algorithm gets smarter and competition gets fiercer, optimizing your listings becomes not just beneficial – it becomes essential.

Here’s a quick recap of what to focus on:

• Conduct thorough keyword research and update listings regularly based on customer search behavior.
• Create clean, compelling product titles that front-load essential information, especially for mobile shoppers.
• Use high-quality, engaging images and videos that showcase your product in real-life use cases.
• Leverage A+ Content to increase conversions and enhance the customer experience.
• Encourage authentic customer reviews and engage with feedback to build trust.
• Follow Amazon’s updated guidelines for titles and bullet points to improve readability and compliance.
• Understand and optimize for the A10 algorithm by focusing on seller performance, relevance, and external traffic.

The formula: Solid keywords + polished content + real engagement + gorgeous visuals = a listing that works while you sleep. If that doesn’t sound like eCommerce magic, I don’t know what does.

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