Writing Amazon product listings – your essential checklist

I’ve written a bit on this topic before, but since I’ve spent the best part of the last month writing Amazon product listings, I thought it was about time for a refresher.  

Here’s my quick checklist of things to look at before considering your listing fully optimised.

Have you:

  1. Done your research?
  2. Highlighted your product’s benefits (Not the features)?
  3. Ensured you have great images?
  4. Checked your product title includes your keywords?
  5. Made sure your title makes sense?
  6. Filled out your back-end keyword fields?
  7. Formatted your product description in HTML?

Remember, the only goal of sales copy is to sell.

Let’s take each in turn.

Have you done some research?

This is so important that I talk about this first – before I even suggest you sit down and write anything. Hopefully you carried out some research before you even selected your product. By knowing what customers value, and don’t like, about your competitors products you have a massive advantage, as you can address that in your listing.

For example, do people complain that your competitor’s exercise bands are uncomfortable to wear?  Make sure you mention, as upfront as possible (title and / or bullets) how comfortable yours are – even during long workouts.

You can also see which keywords your competitors are targeting and make a note of these to include in your own copy.

There are plenty of keyword tools on the market but, if you don’t want to pay out for one, you can do a lot of valid research yourself, using the Amazon search bar and by examining other listings and taking note of the words used in their titles (in particular) and bullet points. 

Explain the benefits

Good copy should highlight benefits – not features.  

Taking my products as an example, saying they’re made of bamboo is a feature – but that alone won’t sell them as well as explaining all the wonderful benefits – and why the fabric choice makes it ideal for babies and children.

For example, my towels absorb 4 times more water than cotton – making them much more practical.

Or that the insulating properties of bamboo naturally help keep your baby stay warmer in cool temperatures and cooler in warmer temperatures – preventing them overheating, or getting cold. This means that you can use your 100% bamboo muslin swaddle blankets year round! (Which means just one purchase and better value for money.)

Think about what problems your products solve and be very clear about how it has the answers!

Get some great images

Not only do you need quality product images, you also need some photos of your products being used.  

This is referred to as lifestyle photography and means that you ideally want a photo of a smiley child wearing the towel (see below), a dog out on a walk, happily wearing his lead, a kettle sitting on a kitchen counter, or being used by someone to pour out a hot drink. You get the idea.

Baby wearing Tiny Chipmunk bamboo hooded towel - yellow

This article from Jungle Scout contains some examples of inspirational photography you might want to consider.

Remember you also need to ensure your images meet Amazon’s standards**.

Have you used your keywords?

I talked above about identifying the keywords you want to target.

Before hitting publish, do a quick check that your key ones (yes, that’s right, I do mean your key-keywords!) are in your product title.  That is the first place that Amazon pulls results from (other than Sponsored Products) and has the greatest impact on your Amazon SEO.

It’s also one of the biggest influencers of click-through rates.

Speaking of titles…

Does your title make sense?

A common mistake sellers make is to cram the title so full of keywords that it doesn’t actually read correctly, or make a lot of sense.

Here’s an example of a title stuffed with keywords:

Squeaky Fun Dog Toys Gift Set – Large Plush Non Stuffed Durable – Raccoon & Squirrel Animals, Interactive Chew Exercise Play Rope With Tennis Ball  For Puppy – Adult Dogs

Here’s the same title, with the same keywords, rearranged in a more logical way!

Squeaky Fun Dog Toys Gift Set – Large Non Stuffed Durable Plush – Raccoon & Squirrel Animals, Interactive Play Rope With Tennis Ball – For Chewing, Boredom, Games & Exercise –  For Small, Medium & Large Puppy & Adult Dogs

Ok, this is a real example I edited this week – so I might have snuck in a few extra keywords to help my client out, but hopefully it illustrates the point.

And finally, the last thing to do with your keywords…

Complete your back-end keyword fields

You have five fields here and each can index up to 250 characters. (This isn’t actually confirmed by Amazon, anywhere I can find, so I would suggest putting your priority keywords up front), but do fill out all five if you can.

Another tip here is to include common misspellings – as Amazon won’t automatically pick up on these.

Put any possible related keyword in here – however random it may seem. Unlike Sponsored Products, you don’t pay for organic clicks, so accuracy and choosing the exact phrases isn’t as important.

Format your product description in HTML

I gave an example of this here.

Having a well-formatted description gives a much more professional look than a standard paragraph of text.

Remember, you can also use Enhanced Brand Content now to add even more features to your listing.

I can help!

I am well aware this can seem overwhelming!  If you need help either writing or optimising your listings, I can help you.

From a quick proof read and edit, to writing the entire thing from scratch.

Just get in touch, to talk about what you need.  I’ll happily share some examples, plus reviews from happy customers!


Screen Shot of Tiny Chipmunk review for Amazon support