Amazon product listing: the complete guide to optimize your sales

On Amazon, your product listing is your best salesperson. Well optimized, it attracts, reassures and converts. Poorly filled out, it makes you invisible — or worse, it can get your account suspended. Here, element by element, is how to build a product listing that truly sells.

The 6 components of an Amazon product listing

Every product listing relies on essential elements you must fill out carefully each time. Well mastered, they boost your ranking and multiply your chances of selling:

• The product title — your first hook
• Product images — the purchase trigger
• Videos — to convince the hesitant
• Bullet points — your key selling points at a glance
• The product description — the detail that reassures
• Hidden keywords — invisible SEO

The title: your first visibility lever

The title is the most important element of your listing. There are generic rules, common to all categories, essential for good ranking. Ignoring them can even lead to account suspension.

• Aim for around 150 characters, spaces included
• Capitalize the first letter of each word (never all caps)
• Write numbers as digits, never spelled out
• For products sold in sets, specify the number of units (e.g. "Set of 2 chairs")
• No promotional info or price in the title
• No seller personalization
• Avoid keyword stuffing and useless synonyms
• Emojis and special characters are prohibited

Images: the purchase trigger

In e-commerce, people only buy what they see. A quality main image directly influences the purchase decision.

Sizes and formats to respect

• Minimum 1,600 pixels in height to enable zoom
• Maximum 10,000 pixels in width
• Recommended resolution: 72 dpi
• Accepted formats: JPEG (preferred), TIFF, PNG or GIF

Quality and content

• The image shows only the product sold — no accessories not included
• The product fills at least 85% of the image
• Main image: product on pure white background (#FFFFFF)
• No blurry or pixelated visuals
• No logo, promotional text or brand on the images

Some categories impose additional rules. For shoes, for example, the visual must show a single shoe, facing left, on a white background.

Our tips for images that convert

• Hire a professional photographer
• Show the product from multiple angles
• Use diagrams and pictograms to explain features
• Add visual dimension guides
• Stage the product for a better experience

Videos: convince the hesitant

Video is a powerful marketing tool that makes your product more attractive and improves your conversion rate. For them to be accepted:

• .mov or .mp4 format (5 GB maximum)
• A preview thumbnail in jpg or png format
• A title provided
• The ASINs linked to the video defined

Bullet points: your selling points at a glance

Located just below the title, bullet points (or key points) are the 5 lines that summarize your product's major benefits. They're often the only part the buyer really reads before deciding. Each bullet should highlight a concrete benefit, not just a technical feature.

Tip: start each bullet with a benefit in capitals, then elaborate. It's more readable and grabs attention.

The description: the detail that reassures

The description field presents your product in detail. Well optimized, it convinces the buyer while strengthening your ranking. Be precise, structured and customer-benefit oriented rather than a simple list of features.

Hidden keywords: invisible SEO

Invisible to buyers, hidden keywords still improve your ranking in search results. Always fill in the hidden keywords fields in Seller Central: it's one of the essential best practices of a perfect product listing.