The Ultimate Amazon Listing Optimization Guide for Sellers

By Omar Deryan

Updated 5 April 2022

Here’s the deal — no matter how good your product is, it just won’t sell if it’s not optimized following Amazon’s latest algorithm changes. 

So if you’re launching a product on Amazon, before even thinking about running promotional campaigns to your listing, you have to be prepared to work on the optimization process — from doing the necessary keyword research and writing the product listing, to dealing with customer reviews and ensuring your price is optimized.

But if you do your research and put in the work, your listing will get more clicks and gain visibility. The clicks will turn into conversions and sales.

If that sounds like a looot of work and you have no idea where to start, don’t worry. 

You’ve come to the right place. 

That’s exactly what this Amazon Listing Optimization Guide is for.

Amazon Listing Optimization Tips & Guidelines

Chapter 1

Amazon Listing Optimization Tips & Guidelines

 Amazon Product Title Best Practices

Chapter 2

Amazon Product Title Best Practices

Writing Compelling Bullet Points

Chapter 3

Writing Compelling Bullet Points

An Engaging Amazon Product Description Guidelines

Chapter 4

An Engaging Amazon Product Description Guidelines

Amazon Writing Rules

Chapter 5

Amazon Writing Rules

Amazon  Keyword Research Guide

Chapter 6

Amazon Keyword Research Guide

Amazon Listing Keyword Optimization Is Key

Chapter 7

Amazon Listing Keyword Optimization is Key

 Amazon Product Image Optimization

Chapter 8

Amazon Product Image Optimization

The Customer Questions & Answers Section

Chapter 9

The Customer Questions & Answers Section

Dealing With Customer Reviews

Chapter 10

Dealing with Customer Reviews

Amazon Product Price Optimization

Chapter 11

Amazon Product Price Optimization


Amazon Listing Optimization Tips and Guidelines

I’m starting with the basics. 

In this chapter, I’m going to cover:

– What makes  killer Amazon product listings — what it means to optimize your product listing (and why even bother?)

– The fundamental components that make up an excellent product detail page

– What the optimization strategy entails, and why all of this is more than worth the effort


Let’s get to it, then.

Amazon Listing Fundamentals

What is an Amazon Listing?

And what is Amazon listing optimization?

Think of Amazon product listings as online spaces where your product is displayed — much like how a certain item sits on a shelf in a store, in full view of customers walking by. 

The difference? 

When you go to a department store to look at a product all on your own, you wait for a salesman to answer the questions you have about a product. 

You evaluate its features and consider whether the item is something you need in your life.

But each salesman can only handle so many customers…

Compare that to Amazon listings..

This one page, if done the right way, acts as an online salesman that will generate thousands of sales on the behalf of sellers on AUTOPILOT, so sellers can focus on growing their business.

This is HUGE.


Also, you as a seller, are able to share waaay more information about your product to potential buyers through the different components of your Amazon listing.

These include: the title, images, description and key features/benefits, product reviews, product ratings, and the customer Q&A. 

amazon product page formatting

Most important of all, this is where they make the important decision of whether or not they want to purchase your product and add it to their cart. 


Amazon Listing product page

Product listings are also where you can reach an exponentially wider audience to offer your product.

online marketplace is open to all

Truth is, it’s no coincidence that E-commerce is an industry that is growing massively by the day — by the minute, even! 

This also means, however, that competitors are out there, with your goods and theirs swimming in one enormous digital sea of products. 

The online marketplace is open to all. 

What you want is for your product listing to be on Page 1 when buyers go looking for your product in the search results. 

The question is, how can your products surf these digital waves and beat the competition to reach the customer before anyone else does? 

how to get your product on the first page of amazon

How can you make your products rank higher on Amazon and enhance product discoverability in the market? 

This is where the benefits of Amazon Listing Optimization come in.

Why Amazon Listing Optimization Is Important?

If you are familiar with Google SEO in digital marketing, Amazon listing keyword optimization is similar to on-page SEO.

With On-page SEO, you make sure that:

1- You find keywords and add them  in the title, headlines, introduction, and text with the goal of increasing the visibility of the article and for it to be indexed on many keywords.

2-  When the user lands on your page, they have the most optimal user experience. These include factors like: content alignment with the user’s search intent, your website speed, the design and layout of the article, etc. The goal is to reduce the bounce rate (i.e., users leaving the article to find answers elsewhere).

Amazon Listing Optimization follows the exact same logic. You use your digital marketing chops to make sure that:

1- The right keywords are added in the title, bullets, and backend search terms with the goal of increasing the visibility of the product listing and for it to be indexed on many keywords searched on Amazon.

2- When the potential buyer lands on your Amazon listings,  he needs to find exactly what he is looking for. All the components of the listing page should give him all the information he needs to make a purchase decision. 

Benefits of Amazon Listing Optimization

There are three things that fully optimized Amazon listings  can do for you:

  • Increase Organic Traffic & Click Through Rate 

It’s no secret that a product listing that is fully optimized will be easier to find on Amazon. 

INCREASE ORGANIC TRAFFIC with fully optimized product listing

But it’s not enough to guess blindly and come up with a random list of a hundred possible keywords in your product listing. 

Extensive Keyword Research is KEY to determining which words or phrases are actually relevant enough to insert into your listing copy. 

These targeted words or phrases are important to have, especially in your product title.. 

More on that as you read on!

Now that a potential buyer has clicked or made it to your product listing, they can read more about the product. 

The average consumer attention span lasts for just about 8 seconds. 

You want to capture the attention of your target audience within that fleeting 8-second window! 

You need to position your product in a benefit-driven way to persuade the buyer that this is the product that will solve their problem. 

And that my friend is how you convert a visitor of your page to an actual customer.

  • Increase Sales Volume and Profit

Here’s the formula: More Traffic = More Clicks = More Sales = Higher Ranking. 


And then the cycle repeats and the ball will keep rolling from there.

All of that — increasing the Conversion Rate (CR), boosting sales, and so on — accomplished by the strategically wielded power of words. 

A professionally written and optimized listing will make you money 24/7, as long as your product page is live (and your inventory is well-stocked!). 

But, to achieve this, you must have Amazon Listing Optimization down to a science as you launch your products. 

How Does Product Listing Optimization Affect Customer Decision-Making?

Think of it this way… The point of Amazon Listing Optimization is to kiiinda put yourself in the shoes of your target customers. 

What important keywords would they type in search engines if they’re looking for a product like yours? 

What information do they need to see in your listings in order to decide whether they will buy from you or from someone else?

The waves within which products float around are the algorithm. The goal is to beat these waves and stay above the swell.


Amazon Product Title Best Practices

Now that you’ve gotten a sense of why it’s important to optimize your listing, it’s time to get down to business and get into some useful Amazon listing optimization tips. 

We start with crafting an optimized title for the product you’re launching. 

The Product Title, after all, is one of the first things your potential customers see as they browse on Amazon and land on your product listing!

Read on for more Amazon best practices:

crafting product titles on amazon

Can You Judge a Product by its Title?


The thing with the title is that it’s among the first things a potential customer sees as they browse products on Amazon And first impressions last. 

Now, this doesn’t mean you have to stuff your title with fancy words or something like “Best Bluetooth Headphones Ever!!!” or “The Number 1 Eye Cream!!!” 

You don’t want to sound cocky, either.

So… What Goes in the Title?

Note that when it comes to a title, the length matters. It has to be a maximum of 200 bytes.

Amazon Product Title length

But, at times, it still depends on what product category your listing falls under. 

Those under the Clothing and Apparel product categories, for example, can only be 80 bytes long, and so on. 

For reference, do revisit the product category-specific style guides on the Seller Central. 

Now, what needs to be included in your title?

Within these 200 bytes, you may begin with your brand name — because who doesn’t want to establish or promote their brand right off the bat? This is also in accordance with Amazon’s style guidelines. 

Follow it up with your primary keyword phrase — basically, what the product is (e.g., “Insulated Tumbler” or “Pet Bowls for Dogs”). You need product-identifying information here, of course.

Next — applicable keywords that pertain to certain benefits of your product. If it has dimensions, you may include that bit of info here (measurements can be abbreviated). If it comes as a set or a pack, indicate that as well. 

Just. make. it. fit. 

Amazon’s style guidelines

But remember, keyword stuffing is NO FUN, and Amazon penalizes keyword-stuffed titles. 

We’re sure you’ve seen some product listings on Amazon where the title looks like all the keywords were just haphazardly thrown together.

products on Amazon with bunch of keywords

While it’s important to place as many keywords in the title as you can, you have to do so in a way that makes sense for the reader. This applies to the entire listing. 

Trust me — a well-crafted and readable title will invite clicks (and hopefully, they’ll convert to sales, too).

And What Can’t Go In The Title?

You can’t use promotional messages in your title such as “Free Shipping” or “100% quality guaranteed”. 

Neither are special characters like ~ ! * $ ? _ ~ { } # < > | * ; ^ ¬ ¦ allowed, or subjective terms like “Cute” or “Nice”, etc. 

There’s no room for fluff here!

PRO TIP: Use up your 200 bytes wisely. Try not to repeat the same keywords within the title and avoid lengthy phrases! And the most relevant keywords go first as you craft your title. Also, comply with the Product Title requirements mentioned above to avoid Amazon from suppressing your product from Amazon’s search results.


Writing Compelling Bullet Points

Okay, now we’re really getting to the meat of your listing, beginning with the five Bullet Points. These are also called the key product features on Seller Central. 

How long do they need to be? 

How should you write them? 

How can you fit all of the information within just five points?

Let’s break it down.

how to write amazon bullet points

The Point of Bullet Points

The Bullet Points give consumers an overview of the key features and benefits of the product.

But first, let’s differentiate the two: Features tell the customer what the product is, while Benefits tell customers why they should buy the product.

key features and benefits of the product

Benefits are all about relating to the pain points of the consumer. (“This cream may help relieve joint pains.”)

You want to let them know how the product will be useful in their daily life. (“This bamboo cutting board is for chopping and dicing up ingredients during your daily food prep.”) 

Benefits also highlight the Unique Selling Point of your product — what sets it apart from others like it. (“This wall mirror is handcrafted in India.”)

These Benefits are then further explained by Features. 

Taking the handcrafted mirror as an example, perhaps its features include a sturdy wooden frame with exquisitely hand-carved details and patterns. 

Or, a feature of the bamboo cutting board would be how it’s made from sustainably sourced material.

Now, because all of the important information provided by these Benefits and Features is structured into five points (could be more or less, depending on the product categories ), they’re much easier to read and digest by your target audience, as opposed to a full block of text. 

Isn’t it easier to absorb info from the product listings when they’re outlined as such? It’s all about organizing the information, guys.

organizing the information with Bullet Points

Writing the Bullet Points

Here’s the key: ask yourself if your bullets are benefit-oriented enough.

Think of these as your top five selling points.


Identify the most prominent benefits offered by your product. 

Write the most important one FIRST and let the rest follow. 

Depending on the nature of your product and your brand’s voice, you could use emojis and create catchy titles (in CAPITAL LETTERS*) for each argument, but don’t make them too long. 

* As of today, emojis and capital letters are still allowed and don’t cause any issues with the listing’s performance.

Just remember that they also need to be clear and concise, even with all the relevant keywords inserted (more on that later). 

🐶  SOOTHE ACHING JOINTS – Don’t let joint pains ruin your dog’s day. This supplement contains green-lipped mussels, glucosamine, and turmeric – all of which may help relieve joint discomfort. 

The last thing you want is for your bullets to be vague and awkward. 

Each point should only be around 200 bytes long. 

You can go juuust a couple of bytes beyond, if needed, but be sure that all five points are under 1,000 bytes in total. 

Otherwise, you might lose full control over which keywords get indexed and that won’t help in the full optimization of your listing.

For the fifth Bullet Point, you can tell the consumer about the Satisfaction Guarantee (e.g., “✅ CUSTOMER SATISFACTION”), but only when it makes sense to do so. 

This doesn’t usually go with food products or, say, supplement listings which require you to use all points to pack in as much benefit-driven information on benefits as possible.

BUY WITH CONFIDENCE – Our dry pampas grass has a reinforced stem, so you’re sure it won’t break easily. But if you have issues with your purchase, we also offer a 30-day money back guarantee!

PRO TIP: It helps to thoughtfully arrange your five bullets, not just in order of importance but in a way where each point flows seamlessly to the next. What you don’t want is for this section of the product page to seem like a randomized list of benefits. 

When your points are logically organized, the consumer will be more likely to read them all, further convincing them about how useful or functional your product would be in their lives.

YET ANOTHER TIP: Distinguish between Benefits and Features as you write your BPs to better identify which information should be included in this space. Benefits sell, features don’t.

For example, “PVC MATERIAL” is a feature, while “BUILT TO LAST” is a benefit. 

No one will decide to buy a product just knowing what it’s made of — they need to be convinced that this material is what makes your product sturdy and durable, in this case.


An Engaging Amazon Product Description Guidelines

So you’ve got your five Bullet Points down. 

Are they enough to convince customers to add your product to their carts and check out? 

Perhaps… but not quite!

Fortunately, Amazon also allows you to include a product description on your listing page with a maximum of 2000 characters!

Time to write it up.

amazon product description formatting

A Well-Structured Product Optimization

Remember what I said about first impressions? 

It pretty much applies to your description, too.  

More people are browsing Amazon product listings on their phones than on their computers. 

And here’s the catch:

On mobile devices, consumers see the description first before the bullets. 


This is why your description is just as important as the bullets. You need it professionally written as well!

A Product Description can be structured in a multitude of ways.

But a good description is one that is well-structured — one that flows logically for the reader.

 From my experience, the following  structure converts the best:

  • Consumer Pain Points or shocking statistic
  • Introduction of the Product as the Solution
  • Additional Features
  • Call-to-Action (Add to Cart/Basket NOW!)

Mobile Optimization

When it comes to e-commerce, it goes without saying that you’re dealing with a lot more traffic on mobile devices than desktop traffic. In fact, hundreds of millions of users are on Amazon each month. Imagine that enormous audience.

This is why it is important that your listing is also primed for mobile users who shop on the platform using their smart phone or tablet. A customer that doesn’t have a seamless experience checking out your product on their phone won’t be converted to an actual buyer. The potential sale goes down the drain. Below are some things you can do:

1 – Optimize your Title.

optimize your title

On mobile devices, people see only the first 80 characters or so of your title. Prioritize high-performing key words and key phrases (or long tail keywords) here relating to benefits that you need to highlight. This helps increase your CTR (click through rate). And, of course, make sure you’re following Amazon Product Title guidelines.

2 – Optimize your Product Images.

optimize your product images

The main image, especially. When people shop on mobile, they don’t get to see all of the thumbnails like they would if they’re on their desktop. The main image should be compliant of Amazon Product Description guidelines, in high definition, and not pixelated. That’s because the photos appear smaller on a phone compared to a computer! Plus, arrange your images accordingly because only the first seven product images can be viewable on mobile.

3 – Put the most important Bullet Points first.

Put the most important Bullet Points first

Mobile users don’t see all of the bullets at once. Be sure that the most important benefit comes first to grab their attention and pique their interest. This way, they’ll be likely to read the rest of it.

Best Structure For Amazon Product Description

Let’s discuss this.

Consumer Pain Points

Make your opening line relatable and attention-grabbing. 

Whether it’s in the form of a question or a sentence sharing an intriguing, well-researched statistic, it’s got to resonate with the pressing need/s of your product’s target market.

“Searching for a sustainable alternative to disposable menstrual pads?”

“On average, a woman throws away 200 to 300 pounds of disposable sanitary products in her lifetime.”

Then, proceed with writing the first two paragraphs centered on pain points that your audience might have. 

What daily struggles could they have that would make your product a must-have? 

In relation to the example above, a good bit to have in this part would be: 

“Every woman deserves pads that are extremely reliable and also won’t add to the mounting non-biodegradable waste on the planet.”

Make your target consumers think about their situation and lead them to the introduction of your product as the solution to their woes.

And Now… The Product

Write another sentence to get you started on describing your product and, like your opening line, embolden it for emphasis:

“You no longer have to purchase disposable sanitary pads again with these Reusable Sanitary Pads!”

Then, in three short paragraphs (again, we don’t like huge blocks of text!) elaborate on how your product solves the consumer’s problems. 

This is where you can offer more information or paint scenarios that you weren’t able to include in the BPs, especially given the byte count limit.

Avoid repeating what you’ve already presented in the bullets verbatim. 

You can mention them if only to elaborate on certain benefits by sharing more detailed features. 

Make good use of this space to offer further information about the product.

“Soft to the touch and comfy to wear, these reusable pads also neutralize odors as well as prevent leakages, thanks to their tapered stitched edges, and contoured design.”

Mind your tone and consistency — you don’t want to sound overly salestalk-ish because that can be off putting, and neither do you want to devalue your competition outright. 

Kind of a turnoff!

Focus your energy on your product and highlight what it has to offer. 

Make your text sound natural, use short sentences, and avoid being negative when it comes to relating with your audience. 

Another turnoff!

Remember, this is kiiinda like you’re talking to your customer. 

If you’ve made a great first impression, you want to sustain that!

Additional Features

Now, seal the deal. 

Add Additional Features In Amazon Product Listing

Enumerate some more value-adding features that your product can offer in this part and outline them using emojis or bullets.

These can be three to four attributes or extra features that haven’t been mentioned anywhere in your listing just yet. 

Does the product come in lovely, sustainable packaging? Does it make an excellent gift choice for certain occasions? Is it portable or travel-friendly? Is the item available in other colors? 

Let people know here.

More reasons to love our reusable pads:

Comes with a wet bag and 2 drying straps with matching designs

Available in sets of 6 heavy pads, 3 heavy and 3 medium pads, or 6 medium pads

Adjustable poppers for the best fit

Comes in a reusable Kraft paper packaging


Finally, you need a closing sentence and a Call-to-Action (CTA) to wrap things up. 

After all, what good is all the effort you’ve spent convincing someone about the importance of your product if you don’t remind them to make the purchase decision? 

This is where you can round it up with phrases like 

“Add this Motorcycle Jacket to your cart now!” 

Or, if you’re selling in the UK market, “Add this Wireless Charger to your basket today!” 

But, you have to remind the user WHY

So add a closing sentence with the CTA.

“It’s time to ditch disposable feminine products. Order these Reusable Sanitary Pads by clicking on “Add to Basket” TODAY!”

BRB, adding this to my cart now!

HTML? Basic!

So that your carefully written description doesn’t end up looking like one unintelligible wall of text, you need to use HTML codes to break up the copy.

Good thing Amazon allows the use of basic HTML! 

Don’t worry, this isn’t rocket science. 

You will only have to use codes like <b> and </b> for bold text and <br> for line breaks. 

That’s literally it! 

This way, again, you’re able to emphasize your intro and closing sentences by emboldening them, as well as segment your paragraphs properly.

With ALL that said, here is an example of how a well-crafted and properly written product description looks like in its entirety! 

How to use basic HTML in Amazon product descriptions

Notice that the paragraphs are properly spaced with line breaks. 

Thanks, HTML!


Amazon Writing Rules

Now, you know how to write your Title, Bullet Points, and Product Description! 

But I have more tips and tricks up my sleeve —  plus some reminders for you as you craft your product listings.

Let’s go over some of them here.

amazon writing rules

Byte Count Limits: A Summary

Here are all the numbers you need to keep in mind, especially when it comes to the byte counts of the different parts of your product listings.

  • Title: 190 – 200 bytes
  • Bullet Points: 200 bytes per bullet point, or 1,000 bytes for all five combined
  • Product Description: 1,700 – 2,000 bytes

NOTE: Spaces and codes are included in the byte count.

To help you keep track of the byte count, you can use the Helium10 Scribbles tool (a looot more on that later) 

byte count limits for Amazon Product Listings

Alternatively, you can use this simple byte count tracker. It looks like this:

byte count tracker for Amazon Product Listings

Terms To Avoid

I know, rules suck. 

But there’s a running list of keywords and terms that are prohibited by Amazon and you cannot use them anywhere in your copy. 

This also includes trademarked names, brand names other than your brand, and special characters — both in the front end and the backend. 

Avoid using prohibited claims on diseases, names of diseases, promotional messages like “Best Seller” or “Free Shipping” (I mentioned these in the Product Title guide), several drug products and ingredients, among many others. 

Your listing can get taken down or your product won’t show up in organic search results within the platform if such prohibited words are present in your listing, so be mindful!

About Claims

Say your item is a health supplement or a skincare product. 

Naturally, these are goods that offer a host of benefits for the user. 

However, it’s important not to make claims that these products can do something. 

Instead, you say that they help achieve a certain benefit.

For example, you can’t say that your anti-aging cream reduces fine lines and wrinkles. 

Rather, say that it helps reduce fine lines and wrinkles. 

Or, instead of saying that your valerian root supplement gives the user better sleep quality, say that it supports improved sleep quality.

See the difference? 

It’s kinda like avoiding making promises. 

Amazon just kinda works that way, especially when it comes to health claims.


Amazon Keyword Research Guide

Now, things are getting exciting! 

In this chapter, we get into the nitty-gritty of the Keyword Research process using Helium 10. 

There are two methods that I will be covering, using two different tools within the software — Magnet2 and Cerebro

You’ll get to learn how to do KR both ways. You just have to pick what you think would work better for you and your product.

Take notes and follow me closely!

amazon product keyword research

What is Helium 10?

what is helium 10

Helium 10 is the all-in-one software we use as sellers, especially when it comes to Keyword Research. 

Now, we’re not gonna go over ALL of the paid or free tools you can explore on the platform. 

We’ll just handpick the ones you need to know about — Scribbles, Frankenstein, Magnet2, and Cerebro.


scribbles amazon tool

Scribbles is the Listing Optimizer we use on Helium 10

Basically, it’s a tool with various fields where you get to input your Product Title, Bullet Points, Product Description, and Backend Keywords. 

Not only does this help you keep your copy within the byte count, but it is also where you get to optimize your listing by inserting relevant phrases and keywords based on your Keyword Research, which we will discuss in greater detail below.


Keyword Research Method 1: Magnet2


Introducing Magnet2 — the first KRh tool I’ll be tackling. 

You can use this for whatever market you’re selling your product in (US, UK, and so on). 

You just check the drop down menu right above the search bar. 

Say, your product is a bamboo cutting board. The first thing you do when you get on Magnet2 is to type in just that — “bamboo cutting board.” 

It’s your primary keyword, and the most relevant one, too, because that is exactly what your product is, right? 

Well, let’s go check on Magnet2 first.

Magnet2 first Keyword Research tool
Magnet2 Keyword Research tool

Here, you see a total of 5,002 total keywords. Quite a high number, if you ask me! 

Looks like we’re on the right track with “bamboo cutting board” as the primary keyword, after all.

You see Keyword Phrases like “best chopping board” or even “rustic cutting boards for kitchen”, and you also see their corresponding Search Volume — that is, how many times people have typed in these phrases in the search bar (per month) as they would look for products on Amazon. 

But, unless you have the time to go over thousands of keywords or so, you’ll want to narrow this thing down. 

The first thing we can do is to set a minimum number for the volume.  After all, even just above 500 can be high enough.

adding filter on Search Volume Column in Magnet2

When we set a minimum of 500 for the volume, our 5,002 keywords narrowed down to just 661. A more manageable number, isn’t it? 

Plus, if you click on the top of the Search Volume column of the table, this will sort these entries from the highest to the lowest. 

You may notice keywords and phrases that have nothing to do with a bamboo cutting board:

Sort Search Volume highest to the lowest in Magnet2

We can narrow these 661 keywords, further filtering them out before we get them sorted. 

This is where we use the Filters field:

How to use Filters in Magnet2

This way, we can start eliminating keywords that have nothing to do with the product. 

You can do so by typing them in the “Exclude phrases containing” field.

You can go over the list that’s already there and type them, but an easier way to do this is to check the Word Frequency box and type every word in there that should be removed from your list.

Word Frequency box

So words like “plastic,” “container,” “lid,” etc. are out. 

Add them in the “Exclude phrases” field. You can do this loosely for now. 

The next thing we do is, we then export these keywords to Frankenstein, like so:

export keywords to Frankenstein

Frankenstein is our trusty keyword processor. 

This is where we start to sort out all of these keywords that we have culled. 

Once you click on Export to Frankenstein, you get redirected to another page and you’ll see this:

Frankenstein keyword processor

As you get your list of keywords, do take note of the checked boxes here. 

I clicked on “One word/phrase per line,” checked “Remove duplicates,” “Protect numbers,” “Convert to lowercase,” “Remove common words,” and “Remove single letters.” 

The result? 

What’s left will automatically appear in the opposite box. That’s your Single Keyword List!

Click on the “Frequency” box at your upper right, as this arranges the words from those with the highest frequency to those with the lowest.

Single Keyword List

You’re ready to then copy the list and paste it onto your Scribbles page, or just export it to Scribbles directly.

export the list  to Scribbles directly

Oh, and add several Keyword Phrases, too. 

They’re also important to have in your product listing — the most relevant ones, especially. You can pick around 5-6 phrases for now.

You will also find them when you export on Frankenstein, just tick the “Maintain phrases” box, arrange them by clicking on the Frequency button, and handpick the top phrases that are most relevant to your product.

We’ll pause here and explore another Keyword Research method before we proceed with explaining how to use these keywords and phrases in the optimization process.

Keyword Research Method 2: Cerebro

In using Magnet, you began with a “seed keyword” and went from there — finding more keywords and phrases that are related to your product, and then using them to optimize your Amazon product listing on Scribbles.

While this general approach to KRh is not without its merits, there’s an important factor that this method doesn’t involve — Competitor Products.

If you want to do a deeper search and extract keywords while taking your competitors into consideration, this is where Cerebro comes in. 

Cerebro is anchored on a Reverse ASIN Lookup process. 

Unlike Magnet2 where you begin with a primary keyword, you begin on Cerebro by searching for your top competitors on Amazon. 

Then, you extract the keywords they’re indexed for, and then strategically use filters to find the relevant keywords they rank for, and use those keywords in your own product listing.

Now, how do you do that?


The first thing you need if you are choosing to do your Keyword Research via Cerebro is the Helium 10 Extension, which you can easily download onto your browser.

download Helium 10 Extension

But you won’t have to open it until you’re on Amazon and you’ve typed in your primary keyword into the search bar.

Amazon search bar

Once the search results appear, THAT’s when the Helium 10 Extension comes in handy.

Open it and select XRay – Amazon Product Research.

XRay – Amazon Product Research

Once clicked, a table like this will pop up, showing plenty of information on the competitor products that came up on the search results:

competitor products information

Then, you can arrange these products from the top-selling ones down to the lowest in sales by clicking the top of the Sales column. 

Doing so will show you which among the competitors are selling the most on Amazon.

top-selling Competitor Products

You can choose up to 10 top-selling Competitor Products. 

Hovering on their ASIN or Amazon Standard Identification Number will give you a little preview of the product so you can see right away if it’s similar to yours. 

Go ahead and comb through them!

Amazon Standard Identification Number

You want to select products that are pretty much the same product you’re selling. 

So if you’re selling a bamboo cutting board, choose top-selling bamboo cutting boards.

Leave out plastic cutting boards, or those that aren’t made of the same material as your item, for instance.

Cerebro Reverse ASIN Lookup

Once you’ve picked a maximum of 10 ASINs, input them into Cerebro and click “Get Keywords.”

Cerebro Keyword Research By ASIN

Wait for it…

Filtered Keywords

Here are your keywords! Now — 21,218 keywords from an Organic search? Nobody has time to go through all of that. 

So, like we did with Magnet, we’re going to significantly narrow down this search.

Let’s first try to play with the Search Volume field. Given such a competitive product, we can try to filter the keywords to, say, up to a minimum of 1,000 for the Volume.

filter keywords by Search Volume

702 filtered keywords! 

Okay. Now, let’s narrow this down some more by using the Excluded Phrases Containing field in the Filters section. 

Like we did with Magnet, we trim our keywords list by looking at the Word Frequency box in the upper left and getting rid of any recurring terms that really don’t have anything to do with your product.

Word Frequency box

Like so:

Excluded Phrases field in the Filters

Click “Apply” and whatever you’re left with will be exported once again to Frankenstein to get your keyword list. Still remember the drill from Magnet2?

exported to Frankenstein to get keyword list

Again, select the following: “One word/phrase per line,” “Remove duplicates,” “Protect numbers,” “Convert to lowercase,” “Remove common words,” and “Remove single letters.”

And don’t forget to click “Frequency” at the upper right to arrange the keywords on your list from the highest to lowest, well, frequency. 

Now, we go back to Scribbles and copy the Single Keyword List. But — how about our Keyword Phrases this time?

We go back to Cerebro and, this time, we will further filter the keywords using Product Ranking. This means we’ll be using Keyword Phrases extracted from products with a high ranking on Amazon — products which are on Page 1.

If you go back to check your Amazon search earlier, you’ll notice that page 1 shows the first 48 products.

Amazon search results

Using this as a basis, we can then try to use, say, 1-40 for our Product Ranking range.

FIltered Keyword results

And this gives us…

FIltered Keyword results

Some 100 keywords left to comb through! 

Next — on Cerebro, you can simply narrow this down further by deleting irrelevant keyword phrases, or those with brands, misspellings, etc. by clicking on the “x” buttons on each row. 

Scan the keywords and remove those that you don’t need to include in your list. 

For example, we can get rid of “bbq prep tub” since that’s not your product.

deleting irrelevant keyword phrases

Once you’re done, you can also arrange these phrases from the highest to lowest Search Volume by clicking the top of the column, just like we did in Magnet2

And you can also export the phrases and the Keyword Research information into a comprehensive Excel file.

Keyword Research information into a comprehensive Excel file

Or, you can just simply export them to Frankenstein. Whichever you need to do.

export Keyword Research information Frankenstein

PRO TIP: The numbers will always vary from product to product. It’s not an exact science! You may need a smaller or bigger minimum volume, or expand the ranking range you’re going to use. 

YET ANOTHER PRO TIP: How long this process takes you depends on how efficiently or successfully you’re able to play around with the filters available on Cerebro as you do your Keyword Research. You’ll get the hang of it!

LAST TIP: Quality over quantity! You don’t need a super long list of Keyword Phrases. Sometimes, it’s better to have a shorter list of really high-volume phrases so you can focus on using the keywords that matter as you optimize your Amazon listing.

Now, back to our process. 

Let’s say you’ve exported your Keywords and then your Keyword Phrases to Frankenstein, and you’ve arranged each list by Frequency as well.


Export Keyword Phrases to Frankenstein
arranged list by Frequency

You then copy them again onto Scribbles and it’s time to insert the phrases into your copy.

copy Keyword Phrases onto Scribbles
Scribbles Listing optimizer

Now, how do you optimize your Amazon listing using the results of your Keyword Research? 

Don’t fret — that’s what the next chapter is for! 


Amazon Listing Keyword Optimization is Key

Now that you’re done with Keyword Research, it’s time to utilize the keywords and phrases that you’ve extracted and incorporate them into your listing copy — from the Title and bullets, down to your Backend Keywords. 

Time to optimize your Amazon listing!

In this chapter, I’ll give you some helpful strategies on how to do the optimization process — like an Amazon SEO boss!

Keyword Optimization Is Key

From Frankenstein to Scribbles

Whether you used Magnet2 or Cerebro for your Keyword Research, what you now have is your list of keywords and phrases exported onto Frankenstein. 

So what should you do next?

Now is the time to incorporate these words into your product listing copy. This is what Keyword Optimization is all about.

list of keywords and phrases Frankenstein

You then add them in the same box as the keyword list on Scribbles, on a separate line:

keyword list on Scribbles

Click “Apply” and then…

coloring up keywords and phrases on Scribbles


You now see your keywords and phrases coloring up your product listing copy on Scribbles. 

On the left-hand panels, you see words in red and those are the most frequently found words from the list, followed by orange, green, blue, and then black. 

As you may have guessed, the goal is to incorporate these frequently appearing terms into the copy and insert them in the title and bullet points. 

That, my friend, is Optimization.

Let’s go over the different parts of the listing that will need to be optimized: the Title, the Bullet Points, and the Backend Keywords.


An Optimized Product Title


Here, you see an optimized title with keywords and phrases inserted. 

The phrases we’ve used in the title are: “bamboo cutting board” and “chopping block.”

However, if you look at the Phrases box at the bottom left part of your Scribbles page, you will see that “cutting board” is also already crossed off the list, meaning it will also be indexed by Amazon.

Phrases box Scribbles

This is because once you use “bamboo cutting board,” “cutting board” will also count.

It’s sort of like hitting two birds with one stone when you pile on keyword phrases like that. 

This way, you don’t have to use “bamboo cutting board” and “cutting board” separately, leaving you with enough space to squeeze in some more relevant keywords.

In the title, be sure that you use your seed Keyword Phrase, in this case — “bamboo cutting board.” 

But also try to insert, say, about two more phrases in the title.

However, this doesn’t mean you can haphazardly throw keyword phrases together especially when they don’t make sense to do so anymore.

Again — no keyword stuffing!

Also, as you can see, “cutting boards” hasn’t been used in the title just yet. 

That’s because we used “bamboo cutting board” and “cutting board” already to prioritize the primary phrase, and the word “cutting” would be an overlap.

Instead, we try to insert phrases in such a way that words aren’t repeated throughout the title.

“Wood” and “Wooden” are separate terms, which is why it’s fine to have them both in the title. 

What wouldn’t be so advisable would be to have, for example, “block” and “blocks,” or “board” and “boards.”

This is because, throughout your listing, once you’ve used the singular form of a keyword, its plural form gets indexed as well. 

So if you can, just use what space you have for another term.

This way, we’re further able to use up valuable byte count getting as many words and phrases indexed as possible.

Besides… if highly relevant phrases like “cutting boards” (it’s in red, after all) or “wood cutting board” can’t be used in the title, we still have the bullets where we can use them instead.

PRO TIP: You might have heard about the Canonical URL. If not, the canonical URL is, simply put, the Product Listing’s URL. More specifically, the five words that appear on the URL after “” and before the ASIN. You can decide and change the keywords that appear on the canonical URL by having those five keywords in the beginning of the title followed by the dash (-). But keep in mind that this does not have any effect on Amazon’s SEO, and it is just believed to help a little bit with Google’s SEO, although it’s not verified and the impact is VERY minimal.


keywords on canonical URL

Optimizing the Bullet Points


Above, you can see the five points fully optimized with keywords and phrases. 

The total numbers of tracked Words and Phrases used are 40 and 18, respectively, as you can see on the left hand panels.

Now, this is quite numerous already! 

This means your product will be indexed for, at least, a total of 40 unique, high-ranking words and any phrase made up of those words that customers could possibly search for on Amazon.

But guess what — the work isn’t done just yet.

Backend Search Terms

The next step? 

We begin to gather additional search terms to be added in the Seller Central’s Backend, which Amazon actually allows you to do.

For this, you get to use all of the keywords that you have yet to use for optimization purposes. 

You just have to choose the most relevant ones.

An easy way to do this is to click “Copy unused” on the Words panel located on the upper left of your Scribbles page.

Copy unused Keywords from Scribbles page

Then, you paste these words back onto Frankenstein.

Frankenstein Keyword Processor

This time, you tick “Add only spaces,” which separates each keyword with spaces instead of commas, as you can see on the right. 

These words are still arranged via Frequency.

Now, this is where you start to handpick the relevant words, or simply just remove irrelevant terms one by one — until you have 250 bytes worth of words, which is Amazon’s limit for Backend Keywords. 

Amazon’s limit for Backend Search Terms

Remember — you don’t want to just haphazardly pick the first words making up your 250 bytes.

You have to make sure that you’re selecting terms that are actually relevant to your product.

Now that you’ve selected all the relevant terms, it’s time to copy them into Scribbles… 

You know, of course, to also check if we have enough and didn’t go over the byte count limit!

byte count limit

246 bytes. This is perfect now. These are the terms that you will add into the Search Terms field using your Amazon Seller Central account. 

Search Terms field on Amazon Seller Central

Note: if you’re selling in Europe, you might not have all these fields but only the Search Terms field.

PRO TIP: Again, if the singular form of a word has already been used in the Title or BPs, even as a part of a phrase, we don’t need to include the plural form of the word in the Backend Search Terms. This frees up space for another term!

YET ANOTHER TIP: Especially if you’re selling in the US market, these terms may also include Spanish or other foreign terms related to the product as they’re also highly searched at times. So are common misspellings!

SECOND TO THE LAST NOTE: A search term may be related to your product, but it doesn’t mean it’s entirely relevant. Assess each term carefully! Relevance is the priority so select all relevant terms first, and then go broader if you need more terms.

LASTLY: There are words that you don’t want to include in the Backend, and this includes promotion-related terms like “new,” “discounted,” “best,” “trending,” “good deal,” and the like. Don’t include brand names, and you also don’t need to add articles, filler words, prepositions, conjunctions, etc.

A FINAL NOTE, FOR REAL: You might ask, what about product descriptions? Well, it’s actually a bit ambiguous, but we’ve found that it works even as we don’t really consider it during optimization to avoid any risk. But hey — including your main phrases here won’t hurt! You’re actually even likely to do so, anyway. So go ahead and add some of them in the Description, but your priority is to have them in the Title, Bullet Points, and Backend Keywords.


Amazon Product Image Optimization

So you’ve fully optimized your Product Listing copy… what’s next?

Let’s not forget that your listing also includes visual assets or collaterals that potential customers can view to get a better idea of what your product is like.

Well, I’ve got the lowdown on how to present your listing images in your listing in a way that will further help you sell your item.

amazon product image optimization

Why Choosing the Right Photos Matters

Imagine spotting a magazine lying on a table… 

You pick it up because you’re drawn to its vibrant cover and striking graphic design. 

You open it, you pore over the glossy pages, and you continue reading because the images have an engaging, highly-engrossing layout that makes you want to know more

The visuals intrigue you.


In the same principle, when Amazon users search for products on the platform, your Main Product Image will be among the first things that they will turn their attention to. 

They click on your listing because they, too, want to know more about your product. 

Once they go to your listing, they see that there are more photos with more information on your product, presented in an attention-grabbing manner yet easy to consume/absorb. 

They offer some of the details they wanted to know about when they decided to click on your listing.

Also, some people might not bother reading your Bullet Points or your Product Description at all. 

They will solely look at the price, title, and reviews. 

Then they will look at the listing images to see if the product is worth the price.

The fact is, great images can justify the price and close the sale.

This is why it’s important to be strategic when it comes to choosing the right images to go into your listing.

Now, you’re wondering — what exactly is the strategy here?

Let me explain.

Amazon Image Requirements: How to Optimize Product Photos

First things first — you want to be sure you’re following Amazon’s minimum requirements for optimizing product images: 

  • JPEG is the preferred format, but TIFF, PNG, and GIF (not animated) files are alright.
  • A minimum of 72 dpi for the image resolution
  • Use RGB and not CMYK (this isn’t a magazine!)
  • 1,000 pixels minimum for the longest side (so users can zoom in on your image)                               

Those are the main things you need to know, and the rest goes without saying: 

All images must accurately represent the product being sold, match the title, must not be blurry or pixelated, must not be sexually suggestive nor contain nudity, and so on and so forth.

Amazon recommends that you provide six images and a video (Only for Amazon-registered brands). 

amazon product image requirements
Amazon’s full guidelines to Product Image requirements

Remember that you want these graphic assets to make it easy for customers to evaluate your product. 

They should be clear, informative, and visually appealing.

You may want to check out Amazon’s full guidelines when it comes to their image requirements here for the whole shebang, or keep reading for some more pertinent details.


The Main Image

Main product Image

Your Main Image should show your product with a white background — it should be a professional photo of the item, and not an illustration, a mockup, nor a placeholder. 

No texts, logos, color blocks, or anything other than the product itself and a pure white background, basically. 

And no accessories or props of any kind, please.

Amazon product main Image

Plus, the product needs to occupy at least 85% of the image, and the entire item should be visible without anything getting cropped out of frame. 

And it should be outside of the packaging (depending on the product as there are some exceptions).

NOTE: If your product falls under the Clothing product category, do check with Amazon’s style guide for further specifics.

Additional Images

If you’re worried about the Main image not telling potential buyers much, don’t fret — that’s what the additional images are for.

These extra photos are where you can further show off your item. 

Show it with its lovely packaging, the accessories that come with it, how it’s used in different environments and situations (a.k.a. lifestyle images), a closer look at its material, etc.

This way, you’re able to offer more information about what your product is and what it does — its dimensions, what benefits it provides the user, and what its USPs (Unique Selling Points) are.

additional product images
additional product images
Amazon additional product images

Also, all Amazon images should be at least 1,000 pixels, though 500 pixels is the actual minimum for the platform. 


Because high quality images that are 1,000 pixels and above (10,000 is the maximum) allow users to zoom into your product while hovering over the image.

I personally like to do them even bigger than that. 2,000 pixels +

This gives potential buyers a reeaaally good look at your product.


Amazon’s pertaining guidelines

Furthermore, additional photos shouldn’t use badges that are used by Amazon — plus, the variations and modifications may end up confusing buyers.

Some examples are “Amazon’s Choice,” “Premium Choice,” “Best Seller” or “Top Seller,” “Works with Amazon Alexa,” and the like.

For further information on these, do refer to Amazon’s pertaining guidelines on using Amazon badges on additional photos — or anywhere — here.

PRO TIP: Through additional images, demonstrate the uses of your product. Show off its versatility by dedicating some of the photos to showing the item being used in different ways, under different social contexts, or during interactions with others.

YOU KNOW WE DON’T STOP AT ONE TIP: Show different angles of your item, too,  through product shots professionally taken at different angles. That’s if you haven’t already used the 360-degree function available to vendors.

OH, BOY, ANOTHER ONE: Details, details, details. It can help to dedicate a photo or two to inform the buyer about certain specifications and functions about the product that they need to know about.

THE LAST TIP, REALLY: ALWAYS give accurate details. Accurate information. Accurate colors. Accurate dimensions. Accurate sizes. Accurate inclusions. Accurate product materials. Avoiding confusion and misunderstanding with customers will gain you better initial reviews, better ratings, and a better-performing product on Amazon!

Whoops — now that we’ve mentioned customers… It’s time for the next chapter.


The Customer Questions & Answers Section

A fully optimized Product Listing? Check. 

Carefully selected Product Images? Check.

But the work doesn’t stop there.

Just because you’re selling on an online platform doesn’t mean you don’t get to interact with your buyers.

Through Amazon, they can ask you about certain details about your product, and it’s up to you to provide enough information in your answer to push them towards deciding to buy your product.

The question is — how?

amazon customer questions & answers

Communication with Customers

Even as you’ve optimized your Amazon listings and provided the perfect selection of images, your target customers may still be left with some burning questions.

And that’s great. Why?

This way, you’re able to know what sort of information is important for them to know, and if you’ve left out an important detail about your item in your Bullet Points or Product Description.

Think of it as the initial wave of feedback that you can receive about your product. 

You can then update your listing as needed as you continue maintaining your product pages. 

Because maintaining your Product Listing and constantly updating it as needed is just as important as launching it.


But more importantly, the Customer Questions & Answers section gives you the chance to connect with your potential buyer. 

Remember, you’re not selling your products at a store where you can easily chat with customers and peddle your items. 

You’re selling your goods through your computer screen. 

But if you think that totally limits your ability to persuade customers to buy your product, you couldn’t be more wrong. 

Lucky for you!

Customer Questions & Answers

Customers can ask pertinent questions about your product, and sellers and customers alike can answer each question with the details people might need before they make a decision.

Do they add the item to their cart and check out? Or will they move on to another product that has all the answers they’re looking for?

Actively responding to customer queries allows you to seal the deal — right then and there.


Dos & Don’ts When Answering Queries

👍🏻 DO make sure that queries are answered promptly. If a buyer doesn’t get their answer soon, they can easily move on to another product where they have all the information they need.

👎🏻 DON’T ignore any relevant questions. Yes, even if they have obvious answers somewhere in your listing that the customer may have just missed. Your responsiveness will be appreciated.

👍🏻 DO answer inquiries in a personable, professional, and cordial way. Employ a friendly and approachable tone ,and maybe address the customer by their name to get more personal!

👎🏻 DON’T give them generic, templated, or canned responses that sound like they came from a bot or they’ve been copied from a list of FAQs. Customers like to feel like they’re being given the attention they’re due with your effort in answering their inquiry.

👍🏻 DO answer the customer’s question in detail. If there are multiple queries in one big question, do your best to respond to these in one go, complete with the necessary specifics. But, try to be concise and to avoid needless jargon.

👎🏻 DON’T give vague or overly lengthy responses that will give the buyer any more room for doubt. They’re most likely not gonna spend any more effort with a follow-up if their initial question wasn’t answered adequately.

👍🏻 DO your best to be helpful and kind. Giving potential buyers informative answers to their queries will reflect your dedication to providing good customer service. They’ll remember it and may even be likely to buy from you again, or even recommend your product to others!


👎🏻 DON’T be condescending — in any way, EVER. They’ll remember that, too.

👍🏻 DO remember that other customers can view and read the Customer Question & Answers section. How these other customers absorb additional information they previously didn’t know about from this section will also help them decide to choose your product

👎🏻 DON’T forget that customers can do a search on this section to check if others have asked a similar query before. Right there and then, they can be convinced to click Add to Cart. Plus, when the customer or seller mentions keywords in the exchange, it may help with your listing’s relevancy, giving you a nudge to rank in those keywords.

IN A NUTSHELL: What we want you to remember is that Customer Service lies at the core of any business — even online.

The Customer Questions & Answers section on your Amazon product page is exactly a reflection of how much you value providing your target audience an overall positive customer experience. 

Their experience from Q&As can determine how they’ll review your product. 

Will they give you Five Stars for excellent service? Or will they leave bad feedback for all other customers to see

Positive reviews are essential to how good your product will perform on Amazon. 

And we’ll tackle exactly why in the next chapter.



Dealing With Customer Reviews

So — you’ve been handling the Customer Questions & Answers section of your product listing like a pro.

The next thing you want to turn your attention to? 

The Customer Reviews. 

Reviews are more related to the performance of your product than you realize. 

In this chapter, we’ll cover why. 

Plus, I’ll let you in on some ways to encourage customers to leave Product Reviews to boost your Listing.

Without further ado, let’s dive in!

amazon customer review guidelines

Why It’s Important to Review the Reviews

If you’ve ever purchased anything online with great consideration, you know that browsing Customer Reviews is just as important as checking out the Product Images or reading the fine print of the Product Description. 

You probably do it yourself!

Customer Reviews give potential buyers a good picture of whether or not your product will work for them — what it’s like, how easy it is to use, what sets it apart from others, and so on. 


While your listing copy has probably covered all of these, the review section gives buyers an idea of what the actual experience of using your product is like, coming from other users who have purchased the same item and tried it out. 

This can be the deciding factor for them, should they determine whether they’ll Add to Cart or not.

Did other people have a positive experience? Did the product work for them? Did anyone encounter an issue that needs to be thoroughly addressed?

importance of monitoring reviews

For sellers, the importance of monitoring reviews cannot be further emphasized

First, it lets you see through a customer’s perspective — What is there to improve about your product? What is something that your audience loves about your product that you can highlight further?

Secondly, it allows you to counter negative reviews and offer support wherever needed. (More on this in a bit!) 

This is a way for other viewers of your listing to see your dedication to providing excellent customer service.

Plus, by kindly and appropriately responding to any negative feedback that you may receive, other potential buyers are also able to see not just the side of the disgruntled customer, but also your piece of mind as the seller. 

Then, it’s fair game, wouldn’t you say?

How Do You Get More Reviews on Amazon?

Let me count the ways. Rather, let’s go over some foolproof strategies that you can use as a seller to invite your customers to give your product a review.

1- Product Inserts 

One popular way that sellers use to ask customers to leave a Product Review is by shipping the order along with an insert. 

Basically, this can be in the form of a card or leaflet that comes with a reminder for the customer to write a review.


But the thing here is that even with such inserts, you have to be following Amazon’s guidelines. 

Otherwise, you risk getting penalized by the platform. 

For one, you can’t just send bulk review requests  for 5-star ratings, or coax the shopper to leave a positive review.

If you’re using inserts like these, they have to be neutral. 

Plus, you can’t ask the customer to instead reach out to you via e-mail or other channels if they have a negative experience with your product. 

No promotions, no discount offers — basically, you can’t bribe a customer into giving you good reviews.

Amazon can be very strict with their policy on Customer Reviews to keep this section genuine for all users of the platform, so be sure you’re not bending the rules.

2- Request A Review 

Amazon literally has a button for this available on the Seller Central. 

While the platform’s system already does this automatically, this is kinda like a nudge for your customers, reminding them to leave a review if they haven’t yet. 

You can find the “Request a review” button found on the Order Details page, and you’ll have to do this per order, manually.

Request a review

If you use this feature, Amazon will send an email to the customer asking for a Product Review and for Seller Feedback. 

Sellers can do this once per order between 5 to 30 days after the product is shipped to the customer.

3- Buyer-Seller Messaging

A Buyer-Seller Portal is available on the Amazon Seller Central. 

This is where all communication between Buyers and Sellers are, well, centralized. 

Pretty self-explanatory!


Through this communication channel, vendors can send what Amazon calls “Proactive Permitted Messages” where they can be in touch with customers to resolve a customer’s shipping concerns and issues, sort out a return/refund request, and others. 

Among these permitted messages are those “requesting product review or seller feedback or both,”

However, you cannot ask customers to leave a positive review per se. You can only ask for a review and that’s it. Keep things neutral, still.


There are other ways apart from those mentioned above. 

Some turn to e-mail marketing, some study drip campaigns, and some use third-party tools, applications, or services. 

Sellers come up with new strategies all the time.

But when in doubt, always return to Amazon’s Customer Review guidelines

Rules are rules, and you want to be certain you’re not in violation of anything so your product stays on the platform.

Handling Negative Reviews

Ugh. Nobody wants to deal with negativity. 

In real-life, day-to-day situations, you may be able to ignore any surrounding negative energies. 

But when it comes to your Product Reviews, it’s important that you are able to manage negative reviews promptly and appropriately.

Criticism is simply part of any business, especially online. 

People are free to make honest reviews of the product they purchase online and they are fully entitled to do so!

But the best way to pre-empt negative reviews? 

Make sure your product is of top quality in the first place

You want to be selling items that are worth positive reviews to begin with.

Maybe you’ve conducted the necessary research to come up with a really good product. 

Perhaps you’ve also had it tested by relevant authoritative/certifying bodies. 

Your product is solid!

Plus, you’ve successfully crafted your Product Listing to contain accurate information about your item to properly manage your customers’ expectations.

But here’s the thing — In the same way that you can’t impress everyone, your product will not satisfy every single buyer.


You’re bound to get negative reviews, which may pull down your product’s average rating, depending on how many good reviews you have in comparison.

The question is — is that one or two-star review reasonable? Or is it coming from an unfounded, unfair expectation on the buyer’s part? 

If so, how should you counteract that review?

Customer Reviews Section Amazon

I’ve glossed over this point above, but if you feel a review may affect your sales and is worth your piece of mind, you may opt to respond to that negative review publicly

Other potential buyers will see negative reviews. 

In fact, they might even purposefully check out negative feedback so they can evaluate what sort of problems they might encounter if they buy your product.

But if you reply, they will also see what you have to say about the dissatisfied customer’s comment. 

Potential buyers will see how you’ve responded to that customer’s particular issue. 

What was your perspective on the matter as the seller? What action points have you taken to offer support? Did you offer proactive solutions? Did you rightfully process a return or issue a refund? 

This gives the rest of your target market an impression about your brand or your business. Are you defensive? Are you rude? Are you unprofessional?

Hey — this isn’t Twitter. You don’t need to clap back.

Some may argue that the customer is always right. Some disagree. 

But wherever you stand in this age-old debate, your priority is to reasonably respond to negative feedback, whether it’s through action or words. 

Your goal is always to provide excellent customer service to everyone.


Now — what if a negative review is borderline false, unwarranted, malicious, or even abusive?

You can request Amazon to remove it. While it’s less likely for Amazon to not side with a customer, you can take measures to protect the integrity of your product if needed.

If the negative review left by a customer violates Amazon’s Customer Review guidelines, you have a chance of getting it removed from your page. 

First, find the review and click on “Report abuse,” and go from there.

Report abuse

Or, email with the pertinent details of your case — the ASIN, the reviewer’s name, and the link to the review.

It will also help to detail which among the guidelines has been violated in this review. List them down one by one as you argue your case.

NOTE: Again, all of this trouble is only worth your effort if you do feel that a negative review warrants a response in the first place. You can always assess whether or not you can just drop it and move on. 

But most times, it’s enough that you’ve crafted a proper response to the feedback for other customers to see. 

Besides, one negative review is not the end of the world. 

You can always make up for it by inviting positive reviews, whether through improving your product or by making changes in your listing wherever needed.



Amazon Product Price Optimization

Can you believe we’re down to the last chapter of this guide? 

If you’ve reached this chapter, then you have almost everything you need to know about launching your product.

But you might think you’re forgetting something. How do you actually put a price tag on your product?

Time to discuss pricing strategies on Amazon to set your online business up for success!

Amazon Product Price Optimization

Did You Get the Price Right?

It’s no use doing everything we’ve explained before this chapter if the price of your product ain’t right.

You compete with other sellers on sooo many levels — from climbing product rankings with a fully optimized listing down to coming up with the most engaging A+ content (if you’re a registered brand) or Product Description.

But the most important parameter? 

The price of your product compared to that of your direct competitors.

In fact, according to Statista, one of the top reasons why people shop on Amazon is getting the best price.

Amazon’s A9 algorithm

So what does this tell you?

Online shoppers ALWAYS compare prices. 

The price is also weaved into Amazon’s A9 algorithm, and it affects your product visibility and ranking.

After all, who in their right mind would choose the product with the most expensive price tag if they can choose cheaper alternatives and save themselves extra bucks? 

Or, what’s stopping consumers from choosing competitively priced products that offer more in terms of quality?

Every customer wants a good deal. But customers also want value for their money.

Now, it’s all a balancing act on your part as a seller.

In summary, the price has to:

1- Maximize your profit margin and your overall sales  

2- Be aligned with the customer’s perceived value. It has to JUSTIFY what they are getting.

This is where Product Pricing Optimization comes in. 


The Winning Mindset

1- Be The Unicorn In A Field Of Horses

Chances are, there are hundreds of vendors selling the same product you’re selling.

So differentiating yourself is KEY.


And I don’t mean by differentiating yourself just by adding your logo or changing the color of the product.

Let’s take as example a classic product: Birthday candles

Here are some proven differentiation techniques that can help you avoid price wars and in many cases set a higher price:

  • The “Buy in Bulk” method

This works very well for products that people like buying in quantities to save a few bucks per unit, like protein powders, dog food, diapers and other consumables in general.

Buy in Bulk 120 Spiral Birthday Candles

WARNING: If other sellers use this method, then it is not a USP anymore. Think plate sets, cutlery, tea cups and spice jars…these are already sold in bulk/sets by default.

  • The Bundle Method

Basically you are just combining different items in the same package to offer a more complete solution to the customer’s problem.

For example, why would someone buy birthday candles? To celebrate someone’s birthday by throwing a gathering or a party right?

So what can you add in your bundle to help them better accomplish their mission?

 Bundle Method
  • The “This Product Matches My Identity” Method

I couldn’t think of a more original name, sorry about that…

Many people have adopted the “eco-friendly” lifestyle as part of who they are, their identity.

Marketing these candles as being eco-friendly will directly speak to that category of customers, and their internal dialogue will be like: Eco-friendly? Yep! That is what I stand for.

Eco-friendly birthday candles

This strategy works very well if you are marketing to people who are part of a movement. Think vegans, woman bosses, digital nomads, black lives matter etc.

Or they deeply identify with a role, hobby, job or nationality. For example, pilots, plumbers, afros, golf players, fathers, mothers etc.

  • The Ideal Gift Method

Imagine this candle without the funny quote.

I bet the price would be cut in half.

By just adding a sticker with a quote on it, this product is now a funny gag gift.

 Ideal Gift Method

Not too shabby.

  • The Unique Design Method

This is one of the easiest ways to differentiate your product and it works like a charm.

The Unique Design Method
  • The Handmade/Authentic Feel Method

I’m a sucker for handmade items.

It gives the product more authenticity, knowing that REAL human hands put it together.

Handmade/Authentic Feel Method

In some cases, the origin of the product can also add a lot of authenticity.

For example, a “Made in Turkey” bath towel has a higher perceived value than a regular bath towel that you find at Walmart.

Higher perceived value = You can charge more for it

  • The Twist Method

In this method, you are taking a classic everyday product and giving it a twist.

For example, this company sells party candles with colored flames instead of the typical ones, which made them super successful.

The Twist Method

PRO TIP: Differentiation should be on top of your priority in the product research phase.

2- Focus On Profit Not Sales

It is better to sell 20 products per day at 30$ a pop
Selling 30 products per day at 15$

At the end of the day what matters is the total NET $$ you put in your pocket.

Not the number of sales you made.

Not the amount of sales you made.

Not the dopamine rush you get every time you get a sale.

It is not always about lowering the price.

Which brings us to..

How is the Price Set?

Let’s face it — there’s more to setting a price point than just guessing a number.

Let’s say you’ve already considered the other usual factors — supplier costs, your own overhead costs, Amazon commissions, shipping costs, return costs, and so on.

You’ve checked out competitor products and you have an idea how much a product like yours is currently selling on average

First, identify a floor price — you can’t sell your product for a price lower than this number, or else you won’t profit and you’d kill your business. You don’t want to undervalue your product. You can use Amazon’s Profitability Calculator to help you with that.

Then, determine a price ceiling — going above this will likely lead you to lose out on competitors. You don’t wanna sell an overpriced item.

Finally, try finding a sweet spot in between.

Amazon’s Profitability Calculator

It is all about testing. You can’t know in advance what the best price for your product would be.

Price it too cheap, and they will think it is bad quality.

Price it too high, and they will think it’s a rip off.

If you are already selling a me-too product like dinner spoons or a garlic press, your price will be very similar to the price of your competitors and you can’t really play around here.

dinner spoons

That’s why I insisted so much about differentiating your product in the beginning of this chapter.

Who Wins the Buy Box and How?

Now — what exactly is the Buy Box?

It’s that orange “Buy Now” button right there.

Amazon listing Buy Box eligibility

It’s located on the right side of the Amazon product page. 

It lets consumers instantly buy an item right from the Product Listing. 

Basically, it expedites the customer’s purchase decision. 

Then it helps you get more sales, and so on and so forth.

The thing is, not all listings have it.

This is because you only get a share of the Buy Box when you meet certain Amazon parameters: 

1- You have to be under the Professional Seller plan (as opposed to an Individual Seller) 

2- Your products need to be eligible.

 Eligibility is hinged on several factors including:

  • A seller’s defect rate for orders
  • Return/refund rate, reviews
  • The quality of customer service offered
  • How a product is performing on Amazon
  • How long the vendor has been selling on the platform.

More factors come into play, especially if your product shipping is not Fulfilled By Amazon (FBA)

For instance, orders that are Fulfilled By Merchant (FBM) may take longer to obtain this feature because they need to hit a certain sales benchmark before it becomes available to them.

For FBA sellers, some factors are more obvious than others — like how their stock availability or how their account health should be in good shape.

Meanwhile, other considerations can be more difficult to determine, like determining a Total Price (that is, the item price plus shipping and other costs) that is reasonable yet competitive. 

The truth is, the price you decide on can make or break your business. 

So what should you be looking at in terms of pricing strategy?

Understanding Amazon’s Pricing Model

Having a winning pricing strategy requires that you at least get a sense of how Amazon’s pricing model works in the first place.

Did you know that Amazon is among the ventures that pioneered what we call Dynamic Pricing?

how Amazon’s pricing model works

To put it simply, this pricing model is one that constantly shifts and changes according to market conditions — market conditions which are, well, dynamic.

Prices are changed depending on a product’s current demand. (Remember Supply and Demand from Econ 101?)

Now — what does this mean?

This means that you can’t set the price of a product and wait. 

As with all situations, you have to adapt. 

And when it comes to the massive Amazon marketplace,  you have to keep up.

How well you attract sales with a competitive price is vital to getting the Buy Box offer.

Repricing to Undercut the Competition

Through time, sellers have learned to be flexible with their Product Price through Repricing.

This can be tedious — why?

Because in the current e-commerce landscape, prices fluctuate all the time — especially on Amazon! 

One moment, you think your product is perfectly priced, all things considered. 

The next minute, a competitor may undercut you and take away customers who, just a moment ago, would have chosen your item over theirs.

Prices may change by the day or by the hour. 

It can be difficult to keep up with the changes, which is why some opt for automated repricing services. 

Whether done manually or through third-party Repricing tools available for retailers, this strategy is basically all about matching the lowest price of a product at a given time.

NOTE: Manual repricing is mostly suitable for sellers with a small catalogue of products.

But sometimes, it’s not all about being the lowest-priced option at a certain moment. 

You gotta be careful with this because you don’t want to end up sacrificing a significant chunk of your profit just to earn a couple sales.

While those sales will give you a boost one way or another, you don’t wanna end up operating on the red, especially if you are a new seller.

After all, there are other ways to get the highly coveted Buy Box other than tinkering on your Product Price constantly (or even obsessively) — other strategies that you shouldn’t neglect if you want a multi-pronged approach towards winning it.

Potential Paths to Buy Box Victory

The fact of the matter is that there is no single formula for success on Amazon. 

This is the same with the Buy Box. 

I admit, even Amazon has been vague about what exactly it takes to have Buy Box in your Amazon listings. 

But you can never go wrong with building a foundation upon which you can start inching your way towards Buy Box victory — a solid product and exceptional customer service.

Amazon listing Buy Box victory

If you have a solid product, and your items are routinely checked and inspected for quality, then you get fewer instances of returns or refunds.

A high-quality product is also likely to earn you more positive reviews. 

More reviews help you rank higher. 

A higher ranking will give your product more visibility. 

With higher visibility, you increase your click through rate and sales later on.

When it comes to customer service, this may include reducing the shipping time. 

Any consumer will be happy if their order doesn’t take forever to get to them. 

And if your inventory is always well-stocked, your orders will always come flying out of warehouses.

Customer service also entails offering support where needed. 

You want to satisfy customers. That’s how you earn positive seller feedback.

With positive seller feedback, you boost your account health. With a healthy account, you’re able to build your brand’s presence on Amazon. 

With this sustained presence, you earn the trust of more customers, leading back to more sales. 

build your brand’s presence on Amazon

The cycle goes on and on and on and on! And then new cycles take place. 

You just gotta keep the ball rolling.

See how it all comes together in the end to keep your business alive and to help you thrive as an online entrepreneur?


Now, it’s your Turn and I’d Love to Hear from you:

Whew! I hope you enjoyed this Definitive Guide on Amazon Listing Optimization strategy.

Now, I’d like to hear what you have to say:

Which among the strategies, tips, and hacks that we’ve offered are you going to try first?

Are you going to use Magnet2? Or maybe you want to try your hand at Cerebro to optimize your listing?

How would you respond to a negative review?

Think the odds are in your favor when it comes to the Buy Box?

Will you consider using all the tools out there?

I’d love to hear all about it so do leave a comment below!

Definitive Guide on Amazon Listing Optimization

Omar Deryan

Omar is the Founder of OJ Digital Solutions, an agency helping Amazon sellers 2X their conversion rate by optimizing their product listings. He also speaks 7 languages and has his own website teaching people how to build profitable blogs.

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