Free Resource \u00B7 ETAILREADY
Amazon Listing
Optimization Cheatsheet
The exact framework we use to optimize every listing across 200+ brands. Covers title, bullets, images, A+, backend keywords, and the benchmarks that actually matter.
6 categories
52 checkpoints
Free to use
1
Title
Primary keyword in the first 5 words -- this is what Amazon indexes hardest
Format: Brand + Primary Keyword + Key Feature + Size/Color/Variant
No promotional claims ("Best", "#1", "Amazing") -- Amazon removes these
No special characters (!, $, ?) -- they break indexing
Capitalize every major word (Title Case) -- reads cleaner in search results
Include size, quantity, or color if they affect purchase decision
Do NOT repeat the same keyword more than twice in the title
2
Bullet Points
Start each bullet with an ALL CAPS benefit keyword -- e.g., "ULTRA-SOFT FABRIC -- "
Each bullet: 150-250 characters for full mobile + desktop indexing
Lead with the benefit, follow with the feature: "Stays cold 24 hours (not: Double-wall insulation)"
Bullet 1: Your #1 selling point -- the reason people buy over competitors
Bullet 2: Top secondary feature + use case
Bullet 3: Material, dimensions, compatibility, or technical specs
Bullet 4: Who it's for -- target audience, gift potential, occasion
Bullet 5: Guarantee, warranty, brand promise, or risk reversal
No HTML, no emojis, no pricing -- all get stripped or flagged
3
Images
Main image: white background only, product fills 85%+ of frame, no text/logos
Image 2: Lifestyle -- product in use by target customer in natural environment
Image 3: Infographic -- key features labeled with text callouts
Image 4: Size/scale reference -- next to common object or person
Image 5: Close-up detail -- texture, stitching, port, material, quality shot
Image 6: Comparison chart -- you vs. competitor (use checkmarks, not brand names)
Image 7: Packaging shot -- what they receive in the box
Minimum resolution: 1000×1000px (enables zoom, critical for conversion)
Video (if available): 30-60s, show product solving a problem -- increases CVR 3-9%
4
A+ Content (Brand Registry Required)
Use A+ Content on every ASIN -- it directly increases conversion rate 3-10%
Module 1: Brand story / hero image -- full-width lifestyle, no text overlay needed
Module 2: Feature highlights -- 3-column icons with short descriptions
Module 3: Comparison chart -- compare your variants or vs. category options
Module 4: Technical specs or usage instructions
Module 5: Cross-sell / brand portfolio -- link to other ASINs
Keep text short: 100-150 chars per module -- most customers don't read, they scan
Premium A+ (if eligible): hero video, hotspot images -- use them if you have access
5
Backend Keywords
Total limit: 249 bytes -- not characters. Spaces count as 1 byte.
No commas, no quotes, no hyphens -- just space-separated terms
Do NOT repeat any keyword already in your title, bullets, or description
Include: misspellings, synonyms, Spanish/alternate language terms
Include: competitor terms (product type only, not brand names)
Include: related use cases ("gift for mom", "office desk", "gym bag")
Use keyword tools: Helium 10 Cerebro, DataDive, or SmartScout for gaps
Re-audit backend keywords every 90 days as search trends shift
6
Key Benchmarks to Hit
Click-through rate (CTR): >0.5% organic -- below this, fix your main image and title
Conversion rate (CVR): >10% -- below this, fix bullets, images, price, and reviews
Review rating: >4.0 stars minimum, >4.3 stars ideal before scaling PPC
Review count: 15+ for steady sales, 50+ to compete in most categories
Price: within 15% of top 3 organic competitors for new listings
Stock: never go OOS on a ranking ASIN -- you lose organic rank within 48-72 hours
Fulfillment: FBA whenever possible -- Buy Box, Prime badge, faster delivery = +30% CVR
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