When it comes to selling to Amazon, success lies in how well your products rank in customer searches.

That being the case, you can consider these your guidelines to successful selling on Amazon.

The Importance of Keywords in Amazon Listing Optimization

Anyone familiar with SEO is no stranger to the importance of keywords.

So you shouldn't be surprised that they play a major role in Amazon optimization as well.

Of course, it does come with its differences.

Mainly this one: Products on Amazon can only be found through the search function if they contain all of the search terms the user entered into the search bar.

That means that keyword selection is extremely important. To research which are best for you, start with a tool like Google Keyword Planner. But there are also others like Keywordtool.io, Scientificseller, Keywordkeg, MerchantWords, Scope and AMZ Tracker.

Pick the one you like the best. 

Another difference? Amazon separates its keywords into two categories: primary keywords and hidden keywords.

Primary keywords are those that show in plain sight - in product titles, descriptions, etc.

Hidden keywords, however, live in the Amazon's backend. They aren't visible to customers and searches, but they still help your product rank well.

These include common synonyms, misspellings or some slang words that wouldn't otherwise appear in official titles.

How to Optimize Content for Amazon Listing Optimization

Now that you have your keywords ready, it's time to put them to use on your product detail page.

The anatomy of your product page looks like this:

Product Title

Bullet Points

Product Description

Main image

Product Title

To optimize your title, you'll want to include as many primary keywords as possible (and enter them towards the beginning of the title).

Product titles can be up to 200 characters long - how many of those characters you use is up to you.

Amazon lists the following recommendations:

Capitalize the first letter of every word

Spell out measurements

Numbers should be written in numerals (8 rather than eight)

Spell out the word "and"

Size should not be included unless it's a relevant detail

Do not list the color unless it comes in multiple

Product Features (Bullet Points)

You're probably familiar with this part.

When you click on an Amazon listing, you're taken to its page and presented with a list of bullet points.

These are intended to list the major features and benefits of the product, as briefly as possible.

As a seller, it's a way to tell your viewers about the unique characteristics of your product (and include more keywords).

When choosing which points to include in the bullets, Amazon recommends:

Including only the most important information

Keeping it short and concise

Listing everything that comes in the box

Major features/benefits


Product Description

This is the more detailed version of your bullet points.

When writing, make sure you can check everything off this checklist:

All information is fully filled out

It addresses customers main pain points

It's keyword optimized

It's unique

It addresses the product's most important features

Product Images

More than words, your pictures are what sell your product.

Amazon allows you to include 9.

One is your primary photo that appears in search results - make sure it's of the product only, has a white background, is professional and high quality.

The additional photos could be:

Product use shots

Lifestyle shots

Packaging shots

Product Bundling for Amazon Listing Optimization

Bundling is a great way to push more products and separate yourself from the competition.

To bundle, make sure your products are complementary and adhere to Amazon's guidelines.

Pricing for Amazon Listing Optimization

Naturally, a sale often comes down to the price.

And on Amazon especially, pricing has a big impact on how well your product ranks.

Make sure you do your competitor research here to see what the scale is for similar products, and choose your most competitive price point.

Fulfillment by Amazon vs. Fulfillment by Merchant

There are pros and cons to both.

First, the pro's for Fulfillment by Amazon (FBA,)

Outsourced customer service

You don't have to maintain an inventory warehouse

Access to Prime members

And the cons:

Less control over shipping

You'll pay for the following:

Order handling

Pick & Pack

Weight handling

Inventory management

Fulfillment by merchant pros:

Control over shipping

No fees


Challenge to reach Prime customers

More difficult to win the Buy Box

More time and labor required

Which you choose will depend on how the above points factor in and affect your business. Generally, I recommend going with FBA.

Amazon Prime for Amazon Listing Optimization

As mentioned, a major benefit to FBA is the access to Prime members.

That's because there are around 54 million Prime members - and they're willing to spend.

To become eligible for Prime, you will need:

To use FBA

Have a proven sales record

All it takes is a few simple steps to reach a lot more customers.

Enhanced or A+ Content

If you're signed up with Vendor Central, you have access to enhanced content.

That content includes:

Higher quality images


Comparison charts

More detailed descriptions

The good news? You can choose to add and upload all content yourself (self-service) or have Amazon arrange and design your page (Amazon-built).

Oh, and It can increase customer engagement and overall sales 3-10%, according to Amazon.

The bad news? It will cost you; anywhere from $0-$400 for self-service, and $500-$1500 if you choose to have Amazon build it.

Seller Central gives you access to A+ Content.

Concluding Amazon Listing Optimization

The above will give you a brief idea of all the aspects included in fully optimizing your Amazon listing.

Put them to use, and watch your clicks and conversions grow.