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What are the Basic Content Elements of an Amazon Listing?

Apr 25, 2018 9:00:28 AM

Blogpost_Elements of an Amazon Listing

If one were to say the term “Amazon Listing” to anyone in the e-commerce industry (or anyone in America, really), it’s pretty easy to visualize. Amazon listings have become such a ubiquitous part of our culture that it’s probably harder to find someone who doesn’t know what a product listing looks like. While many in the industry can visualize Amazon product listings, it’s much harder to know how to optimize them. It’s easy to just throw a few identifiers and pictures up on Amazon and let it out into the wild. A fully optimized product listing, however, drives more targeted traffic, increases conversion rates, and encourages more positive product reviews. Optimized listings also cut down on any possible consumer confusion, which reduces the risk of future returns.

Below, we’ll take a look at some of the key parts of an Amazon product listing and highlight how to proactively optimize them.


The title of an Amazon product is one of the most important elements of the listing. It is the first thing that people see and can really catch consumers’ attention in a way that other elements simply can’t. While listing titles must be under 200 characters, optimized titles fit as many key features and details into the title as needed so the consumer knows right off the bat what the listing entails. Some general best practices include:

  • Brand name
  • Color, variant, etc.
  • Unit size (aka the size of the product if it’s clothing, i.e. Small)
  • Quantity (aka the number of units in a bulk package, i.e. 10 Pack)
  • Keywords

One of the most important parts of the title is the added keywords. The right keywords can help product listings show up in certain searches, which can increase listing views and conversions. Brands should keep track of what customers search before they land on certain products for truly optimized titles.

Product Images

After a listing title, product images are one of the easiest ways to draw customer attention–and they are a surefire way to keep it. Product photos allow customers to actually visualize a product in its physical surroundings. Pictures can help convey the size, shape, dimensions, and quality of a product without requiring a customer to actually hold it in his or her hands.

Typically, the best listings include 5-7 large, high quality images, with the first image against an all white background. Brands should make sure to use high-quality, saved-for-web product photos to make sure listings render correctly on mobile apps and other non-desktop platforms.

Bullet Points

Next up are the bullet points. The bullet points in a product listing serve to highlight the key features of a product and also provide more opportunity to include searchable keywords in a product listing. Bullet points are also a great way for brands to showcase any variations or differences in a product, which can help ensure consumers get exactly what they expect during every single sale. Optimized Amazon listings typically include five exceptionally detailed bullet points aimed to drive immediate conversions.

Product Description

And finally, the last critical part of an optimized Amazon product listing is the description. Typically, the description falls lower on a page than the other details, but it is just as important in driving customer conversions–59% of customers read the product description before making a purchase on Amazon. The product description gives brands ample space to really dig deep on the key features that make a product stand out. Optimized listings include a paragraph or two of content that gives customers a clear understanding of product details. Short of leveraging A+ content, the product description is the most content-heavy place on a product listing page to actually spell out product differentiators, details, and highlights.

For brands with a growing list of products or minimal resources, it can take precious time to go through and optimize every single element of every listing. With a single third party seller partner, brands don’t have to worry about wasting time on product listing optimization. Instead, a third party seller is constantly checking, updating, and optimizing listings for maximum conversions.

Learn more about how SupplyKick can help your team optimize product listings today.

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