Guide
Amazon listing optimisation: how it works and how to use the numbers
An Amazon listing converts when the title matches what the shopper typed, the images answer their questions, the bullets say what the product does for them and the reviews back it up. This checker reads a listing against Amazon's style guide and against what our audits find moves conversion, then scores it out of 100 and orders the fixes. Enter an ASIN to pull the live listing, or paste the text; nothing is uploaded when you paste.
What a good Amazon product title looks like
Amazon suppresses titles over 200 characters and recommends under 80 for mobile. The working range is 120 to 200: brand, product type, the main keyword in the first 80 characters, then the attributes shoppers filter on (size, count, material, colour) and one use case. Title Case, no ALL CAPS, no promotional words (best seller, free shipping, #1, guarantee) and no symbols, all of which the style guide prohibits and the algorithm can penalise.
Bullet points that sell
Five bullets, 120 to 250 characters each, one benefit per bullet, feature after the benefit. 'Keeps drinks cold for 24 hours: double-wall vacuum insulation' reads better and ranks better than 'Double-wall vacuum insulation'. Repeat the main keyword once across the bullets, naturally. Claims that cannot be substantiated (medical, 'guaranteed') are policy violations that can get the listing removed.
Backend search terms: 249 bytes that most sellers waste
The backend search-term field indexes words that are not in the title or bullets: synonyms, spellings, regional terms, use cases. It has a 249-byte limit and Amazon ignores the whole field if it is over. Separate terms with spaces, not commas; do not repeat words from the title; never add competitor brand names or ASINs, both of which violate policy.
Images, video and A+ Content
Listings with seven or more images (main image on pure white, then lifestyle, scale, infographic, packaging and comparison) convert markedly better than listings with three. A 30-second video answers the questions bullets cannot. A+ Content, available with Brand Registry, replaces the plain description with modules and lifts conversion by 3 to 10% in most categories.
Reviews and price endings
Below 3.8 stars most shoppers filter the product out; 4.3 and above is where conversion jumps. Under 15 reviews, use Amazon Vine and the Request a Review button consistently. Prices ending in .99, .97 or .49 test better in most categories than round numbers.
Questions sellers ask
120 to 200 characters. Over 200 the listing can be suppressed; the main keyword should sit in the first 80, which is what mobile shows.
Five, each 120 to 250 characters, leading with the benefit.
249 bytes. If the field is longer Amazon ignores all of it.
Seven or more, plus a video where possible. The main image must be the product on a pure white background.
No. Pasted text is scored in your browser. If you fetch by ASIN, the public product page is read once and cached for a day; nothing about you is stored beyond the ASIN.
A prioritised health check against Amazon's rules and conversion best practice. It is not Amazon's ranking algorithm; use it to decide what to fix first.