This document provides information on optimizing product listings on Amazon to maximize sales and rankings. It outlines the key steps in product listing optimization which include keyword research, analyzing competitors' listings, creating product images and text content like titles, descriptions, and search terms. Specific guidance is given for each element, such as using a white background for main images, capitalizing the first letter of title words, including benefits in the description, and avoiding subjective terms in search terms. Metrics for evaluating a listing's performance are also mentioned.

1. W H A T M Y C LIEN TS
N EED TO KN O W ...
EM M A NUEL BA LA GUER
PRO D UCT LISTING
O PTIM IZA TIO N SPECIA LIST
Amazon
Product
Listing

2. What is Product Listing?
Process of enhancing every part of
your product detail page to
maximize sales.
Process of tailoring product listing
so that you will rank as high in the
search result as possible.
Keyword discovery, increasing
number of review, optimizing
listing text and image content.

3. Keyword
Research
C ompetitor
Listing
Analysis
Product
Listing
C reation
Product Listing Roadmap
Step-by-Step Process

4. Keyword
Research
Mining

5. Basic
Keyword
Research
K EYW O RD BA N K
D A TA FO R H IGH EST REV IEW
D A TA FO R H IGH EST SA LES

6. Competitor Listing Analysis
W ELL O PTIM IZE LISTIN G
SA M PLE O F N O T W ELL
O PTIM IZE LISTIN G

7. Product Images Product Listing
Creation
Main image must have a pure white
background
Images must be at least 1000 pixels
We should maximize the image slots
Include lifestyle and infographics
JPEG is the preferred image format but you
also may use TIFF and GIF files

8. Length: 2 0 0 characters maximum as a
general rule
Capitalization: Capitalize the first letter of
each word but do not used all caps
Conjunctions (and, or, for) and articles
(the, a, an) should not be capitalized
Use – or , to break phrases
Use at least 3-5 of your main keywords
Don’t include price or promotional
messages such as "sale” or “free ship”
Don’t use subjective commentary
Product Title

9. Key Product Feature
2 0 0 to 250 character Also known as Bullet Point
Capitalize the first few words (Phrase) for call outs
Know your target audience
Focus on benefits, what’s in it for the
buyers/customers
Create an emotional connection
Make it like an Infomercial
You may include a guarantee to your product
Include a call to action at the end

10. Product Description
2 0 0 0 Bytes Limit
Additional information like Technical
Specification can be explain here
Keep it short and clear
Give descriptive and factual information
Capitalize the first letter of every sentence
Include brand name, model number and series
even if they are used in the title already
Basic HTML is accepted like paragraph, bold,
italic, and page break
But if client has E B C (Enhance Brand Content)
Product description is not needed

11. Limited to 249 bytes
Helps with keyword indexing and relevance
Aim to enter many unique keywords as you can
Include top search term not used in your title
You may include misspelling and /or Spanish words
No subjective terms like amazing, best, popular, fastest, available now and on sale
Do not include brand names because Amazon will pick this up automatically
Search Term

12. Seller Central Report
Session – is a unique visit to your listing by a user
Units ordered – meaning how many units were sold in the month period
Session Percentage – is the percentage of sessions for a SKU or ASIN relative to the total number of
sessions for your products
Unit Session Percentage – out of all the sessions that you received to that listing, it gives
you the percentage of visits turned into a sale a.k.a. Conversion Rate

13. Scenarios

14. Congratulations!
Job well done!
Now we know how to optimize and list our product to
amazon to drive sales and improve conversion rates