Amazon Listing Optimization Checklist — 47 Points

Why listing quality matters for PPC: A listing with 4% CVR at ₹15 CPC gives the same ACoS as a listing with 8% CVR at ₹30 CPC. Fix the listing, and you can afford to spend twice as much on ads while hitting the same target.

Listing Score0 / 47 complete

Title (8 Checkpoints)High Impact

Primary keyword in first 5 wordsAmazon's search algorithm weights the first few title words heavily. Don't lead with brand name unless you're well-known.

Title under 200 charactersAmazon truncates at ~80 chars on mobile. Put your most critical info (keyword + primary benefit) in the first 80.

No keyword stuffing or repetitionUsing "organic tea | organic green tea | organic herbal tea" wastes characters and reads as spam. Each keyword should appear once.

Include key product attributesSize, colour, material, count/pack size — whichever the buyer needs to make a decision. Missing info = bounce.

Capitalise each major wordAmazon's style guide recommends title case for most categories. Avoids flagging for suppression in some categories.

No promotional claims in title"Best", "#1", "Sale", "Free shipping" in titles violates Amazon policy and can trigger suppression.

Secondary keyword includedAfter primary keyword and attributes, include your #2 ranked keyword phrase naturally. Don't force it.

Read aloud test passedIf the title sounds like keyword soup when read aloud, rewrite. A confused buyer doesn't click.

Images (7 Checkpoints)Highest CVR Impact

Main image: product on pure white (#FFFFFF), no text or propsAmazon requires this. Any text, shadows, or lifestyle props on the main image can cause suppression.

Main image fills 85%+ of the frameLarger product image = more clicks in search results. Zoom in. Buyers should see product detail, not white space.

Minimum 6 images uploaded (7 recommended)You have 7 image slots. Fill all of them. More images = more time on page = higher conversion.

Lifestyle image showing product in useThis is the single highest CVR impact change most listings can make. Show the outcome, not just the product.

Infographic images showing key featuresUse callout arrows or icons on 2–3 images to highlight the 3–4 features buyers care most about.

Comparison or size-reference imageEspecially critical for products where size is a common return reason (home goods, fashion, accessories).

Images are minimum 1000×1000px (2000×2000 preferred)Required for zoom to work. Zoom on hover increases session time and conversion rate.

Bullet Points (6 Checkpoints)High Impact

Bullet 1 addresses the #1 buyer objectionWhat stops most buyers? Answer that objection immediately. Don't lead with generic "premium quality" statements.

Each bullet leads with a benefit, not a feature"Stays cold for 24 hours" (benefit) not "Double-wall insulation" (feature). Feature can follow, but lead with the benefit.

Keywords naturally embedded in all 5 bulletsBullets are indexed by Amazon's A9 algorithm. Include secondary and longtail keywords in the first 1000 characters.

All 5 bullet slots filledEmpty bullet slots are wasted keyword real estate. Fill every slot.

No ALL CAPS beyond the first word or twoALL CAPS headers in bullets are acceptable but full sentences in caps look aggressive and reduce readability.

Bullets read on mobile (no very long run-on sentences)Mobile buyers see truncated bullets. Keep the core message in the first 100 characters of each bullet.

Description & A+ Content (6 Checkpoints)Medium Impact

A+ content published (if brand registered)A+ replaces the text description and can increase CVR by 5–15% alone. If you're brand registered and don't have A+, fix this first.

A+ includes comparison module (if you have variants)Cross-selling within the listing through A+ reduces the chance a buyer leaves to compare elsewhere.

Text description present if no A+ (HTML formatted)Plain text descriptions aren't indexed well. Use basic HTML paragraph/bold tags to add hierarchy.

Description contains longtail keywords not in title/bulletsDescription is indexed. Use it for longtail, question-form, and secondary category keywords you couldn't fit elsewhere.

A+ images have alt text written with keywordsA+ image alt text is indexed. Don't leave alt text blank — this is free SEO real estate most sellers miss.

No competitor brand names mentioned anywhereMentioning competitor brand names in any listing field violates Amazon policy and can trigger suppression.

Backend Keywords (5 Checkpoints)SEO Impact

All 5 search term fields populated (250 bytes each)Seller Central gives you 5 backend search term fields. Fill every byte — it's pure indexing opportunity.

No repeated keywords from title or bulletsAmazon doesn't double-index repeated keywords. Use backend fields for variations, synonyms, and longtails not already in your visible content.

No commas used (space-separated only)Backend keywords should be space-separated. Commas eat your character budget and don't help indexing.

Competitor keywords in backend (misspellings, variations)Common misspellings and regional name variants are fair game in backend keywords. Buyers type what they type.

Subject Matter fields filled (if available for category)Some categories have additional Subject Matter fields that add indexing weight. Check your category's backend template.

Reviews & Social Proof (5 Checkpoints)Trust Signals

Request Review button used for recent ordersThe "Request a Review" button in Order Reports is the safest, policy-compliant way to drive review velocity. Use it for every order within 30 days.

Vine programme enrolled (new ASINs, if eligible)Amazon Vine gives your new ASIN up to 30 reviews from trusted reviewers. The cost per review is often lower than running PPC just to build velocity.

Negative reviews have a professional seller responseResponding to 1–3 star reviews shows future buyers you take issues seriously. Non-response reads as indifference.

Common complaints from reviews addressed in listingIf 15% of your reviews mention "packaging was damaged," add a packaging callout to your images. Reviews are a conversion research tool.

Rating above 4.0 stars before scaling PPCRunning aggressive PPC on a sub-4.0 star ASIN is throwing money away. Fix product/review issues before scaling traffic.

Pricing & Availability (6 Checkpoints)Revenue Impact

Price benchmarked against top 3–5 competitorsIf you're more than 15–20% above the category average, CVR will suffer regardless of listing quality. Know where you sit.

Coupon or lightning deal scheduled around launchesA visible coupon badge on the search results card increases CTR significantly. Even a 5% coupon improves click-through.

Business pricing set up (if B2B applies)If any percentage of your buyers are businesses, enable business pricing. It qualifies your listing for B2B search placement.

Stock level monitored — avoid stockouts during peakGoing OOS resets your BSR and ranking velocity. If you're selling well, order replenishment 6 weeks before projected stockout.

Minimum order quantity set appropriatelyMOQ too high discourages trial buyers. MOQ too low kills margin on low-value orders. Check your breakeven at each MOQ level.

Virtual bundles created (if eligible)Virtual bundles are zero-cost to set up and can increase average order value 20–40%. Create at least one bundle for your top ASIN.

Category & Compliance (4 Checkpoints)Risk Management

ASIN listed in the correct browse nodeWrong browse node = wrong customer searches reaching you. Check your top 3 competitor ASINs' browse nodes and match.

Listing compliant with category guidelinesEach category has specific requirements (dimensions, certifications, restricted claims). Check the category-specific style guide in Seller Central.

ASIN suppression status checked in Seller CentralSuppressed ASINs don't appear in search or sponsored placements. Check Inventory → Fix Stranded Inventory monthly.

ASIN has no active policy violations or IP complaintsAn ASIN with open IP complaints cannot be scaled safely via PPC. Resolve before investing in traffic.

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