This document outlines an Amazon listing optimization webinar. It introduces the presenters, Andrew Maff and Morgan Gibbons, and states the webinar will cover improving listing structure, titles, bullet points, descriptions, imagery, and targeting audiences. It provides dos and don'ts for each element, emphasizing readable, consumer-focused content over keyword stuffing. The webinar aims to help sellers improve conversion rates and get to page one through optimized listings.

1. Q4 PREP WEBINAR
SERIES:
Amazon Listing Roast
#AmazonListingRoast

2. TODAY’S PRESENTERS
ABOUT ANDREW MAFF
● Director of Marketing and
Operations at Seller’s Choice
● Over a decade in e-commerce
marketing
● Helped many sellers scale to well
over 8-figures
● Digital strategy expert
● Married & loves a good glass of
whiskey (no relation)
ABOUT MORGAN GIBBONS
● Content Coordinator at Seller’s
Choice
● Quick witted copywriter
● Scrabble aficionado
● Mom to a cross-eyed cat
#AmazonListingRoast

3. YOU’RE IN THE RIGHT PLACE IF YOU’RE...
Ready to improve the conversion rate of your listings
Looking to “Get to Page 1”
Excited to have a great Q4
Interested in seeing how the big sellers do it
Just flat-out awesome!
#AmazonListingRoast

4. LET’S IMPROVE YOUR
AMAZON LISTINGS
#AmazonListingRoast

5. WHAT WE’LL COVER
Structure
Titles
Bullet Points
Product Descriptions
Content Strategies
Imagery
Targeting Correct Audience
Best and Worst Examples
#AmazonListingRoast

6. STRUCTURE - DOs
VARIATIONS
ARE KEY!
Optimize on the
child level
#AmazonListingRoast

7. STRUCTURE - DON’Ts
IT’S NOT A
REAL ESTATE
GAME!
#AmazonListingRoast

8. TITLE - DOs
Keep it simple
Focus on first 50 characters
Use adjectives
Keep it MAIN keyword friendly
Write for the consumer
#AmazonListingRoast

9. TITLE - DOs (CONTINUED)
“Loud Stereo Sound”
“Rich Bass”
“Perfect for…”
#AmazonListingRoast

10. TITLE - DON’Ts
Keyword stuff
Make it too long
Write for the algorithm
X
X
X
EXAMPLE:
Craig’s Business Bright Red
Shirt, Cotton, Slim Fit, Dragon
Image, Great For Long Walks
on The Beach, Outdoors, Parks,
Camping, Goes Well With
Pants, Fits Humans and Some
Dogs
#AmazonListingRoast

11. BULLET POINT - DOs
Include the most relevant keywords
Use short, readable phrases and fragments
Limit the length to two lines (~200 characters max)
Address the most important features & benefits
Clearly explain exactly what comes in the box
E.g.: the number of items, batteries, assembly instructions,
mounting materials, etc.
#AmazonListingRoast

12. BULLET POINT - DON’Ts
Use complete sentences
WRITE IN ALL CAPS (it’s like screaming at everyone)
Include emojis, symbols, or special characters
Keyword stuff
Mention any warranty or guarantee information
X
X
X
X
X
#AmazonListingRoast

13. PRODUCT DESCRIPTION - DOs
Consumer-centric and
informative
Bullet points = more readable
Addresses all important product
features & benefits
Simple and straight to the point
STILL INDEXED
WITH EBC!
#AmazonListingRoast

14. PRODUCT DESCRIPTION - DON’Ts
Have a ton of copy in one paragraph
Have information or links directed to your website or other products
Keyword stuff
Over-do the HTML (against TOS, but not enforced)
Have one line of copy
X
X
X
X
X
#AmazonListingRoast

15. IMAGERY - DOs
HIGH DEFINITION LIFESTYLE IMAGES CALLOUTS INFOGRAPHICS
MOBILE-FRIENDLY VIDEO!
FIRST IMAGE MUST BE BLANK (MAKE
PRODUCT AS BIG AS POSSIBLE)
BRAND ALL OTHER IMAGES
#AmazonListingRoast

16. IMAGERY - DON’Ts
Have a ton of copy
Have information directed to your website, phone or email
Have small or low definition images
Have poor grammar
Have limited images
X
X
X
X
X

17. ENHANCED BRAND/A+ CONTENT - DOs
CUSTOMERS
RARELY READ
CONTENT!
GET VISUAL
AND USE
LIFESTYLE SHOTS!
#AmazonListingRoast

18. ENHANCED BRAND/A+ CONTENT - DON’Ts
Have a ton of copy
Have information directed to your website or other products
Have poor quality imagery
Have poor grammar
Have random stock photos
X
X
X
X
X
#AmazonListingRoast

19. NOW… GET READY TO BE ROASTED!
#AmazonListingRoast

20. Q&A
DOWNLOAD!
OPTIMIZED AMAZON LISTINGS
TO INCREASE CONVERSIONS AND WIN!
bit.ly/ListingEbook
ENHANCED BRAND CONTENT
Email: andrew@sellerschoice.digital
@AndrewMaff
#AmazonListingRoast

21. THANKS FOR
ATTENDING OUR
ONLINE EVENT!
#AmazonListingRoast