Optimizing on Amazon: Content that Converts

Jennifer Johnston

Table of Contents

We see it all on Amazon: Bare-bones listings that give no product details and listings with novel-length titles and bullet points, so overwhelming you don’t know where to start reading. The detail of your page content has a huge impact on your product discoverability and conversion rates, so getting it right is vital.  Finding the right balance between sharing relevant information and keyword stuffing can be tricky, but it’s an important part of your Amazon marketing strategy. Now that you’ve gotten rid of duplicate product pages, here’s how we recommend optimizing each section of text in your Amazon listings.


  • Check category guidelines for length – Each category has different maximum lengths. Even though you may find listing titles that clearly exceed the category limit, don’t try to do the same. Those listings risk being suppressed.
  • Keep the visual in mind – Customers are going to skim the title. Make sure that the title format allows them to digest the important information quickly. You always want to include brand, product name, type of product and relevant size or color information. Break up the information with dashes and spaces to make it easy-to-read.
  • Include important keywords – Determine which terms are the most relevant and most likely searched and try to include them. Do not go overboard. There are other places in the listing to add search terms.
  • Example: Domestic Corner – Vienne Automatic Milk Frother and Heater – Stainless Steel Electric Carafe – Frother, Warmer and Cappuccino Maker

Bullet Points

  • Highlight the important features – Most customers don’t venture down the listing page so the bullets may be your only chance to convert the shopper. Use the bullets to describe the most important aspects of the product and features that differentiate it from its competitors. Include information that answers commonly asked questions.
  • Place relevant keywords – Anticipate the common search terms that your customers are using and try to place them in the bullets. Thorough keyword research here can pay dividends. 
  • USE FORMATTING STRATEGICALLY – When you want to include a lot of text in your bullet points, consider using a format like in this bullet point. By putting the main idea of the bullet in caps and elaborating in lowercase, you allow the shopper to skim the bullets and still gain a basic understanding of the product.


  • Give in-depth detail – The description is where you can give an even fuller picture of your product and its benefits. The description often contains similar information to the bullet points, and that’s okay. It’s helpful to have the keywords in the description for increased discoverability. This is also a great place to highlight additional uses, care instructions, and product warnings. The description character limit is 2500.
  • Tell your story – Knowing your brand story and company history can help promote customer loyalty. Was the product created in response to a common problem? Has the company been around for decades? Craft your narrative in a compelling way and it will resonate with consumers.
  • Take it to the next level – Though you will find many descriptions with custom HTML, it’s not technically allowed. Brands use HTML to enhance the appearance of the description to make it easier to read. Brands that have access can greatly benefit from Enhanced Brand Content (EBC) or an A+ Detail Page. Both of these provide text formatting and image options for superior product descriptions. A+ Detail Pages are free with a Vendor Central code and EBC is free with brand registry.

Search Terms

  • Stay relevant – Use descriptive terms like “organic” and “natural” but only if they apply to your product. Don’t try to pull in customers with deceiving terms that don’t apply. Those customers won’t convert anyway!
  • Don’t mention your competitors – Including other brands in your search terms is against the Amazon Terms of Service. Doing so puts your listings at risk of being suppressed.
  • No need to repeat – Unlike in a keyword cost-per-click campaign, you don’t need to include every possible phrase like “baby diaper” and “diaper for baby.” You can include “diaper” and “baby” and Amazon’s A9 algorithm intuits the different combinations.

More Free Resources

Enjoy What You’re Learning?

If you found this content helpful, consider subscribing to our weekly newsletter! We regularly cover the latest Amazon news and strategies.

More About the Author

Jennifer Johnston