02 — TURN VISITORS INTO BUYERS

Amazon listing optimization that gets you found, then chosen.

Our Amazon team rewrites your titles, bullet points, images and A+ content from two sources: the searches that already sell your product, and what your reviews say buyers wanted to know. That matters more now that shoppers ask Alexa for Shopping, Amazon's AI assistant, which answers from your listing, your reviews and your Q&A. The changes that decide the click are tested against your current listing first.

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Amazon listing · before and after ✓ Live
New images
Pillow 2 pack Cooling memory foam pillow for side sleepers, queen, 2 pack ★★★★★
  • ✓Bullet points rewritten
  • ✓A+ content
  • ✓Backend search terms
  • ✓Brand Store
100+ BRANDS WE'VE WORKED WITH
Tuff Crowd
Rüfüs Du Sol
Haven Sleep Co
Amourprints
Soul Comfort
Boss Dog & Boss Cat
Second Slumber
Dloria
Kydeco
Model Home Accents
Scorched Laser
Luxe Furniture For Less
Urban Home
Astra Furniture
Nancy Homestore
Industrial Home
Tomasso Tables
IN SHORT

Amazon listing optimization is rewriting a product's title, bullet points, description, backend search terms, images and A+ content so it shows up for the searches shoppers use and gives them a reason to buy. Our Amazon team writes each listing for how shoppers search and compare, and tests the biggest changes with Amazon's Manage Your Experiments tool where you're eligible.

WORKS ON Amazon SEOA+ contentBrand Store
BEST FOR
Amazon sellers whose listings get views but not enough sales, or don't show up for the searches that matter.
HOW FAST
Research in the first three days, new titles, bullet points and search terms for your top products in week one, images and A+ content in weeks two to four, then testing and roll-out.
WHAT YOU GET
Rewritten titles, bullet points, descriptions and backend search terms for your top products, planned images, A+ content and a brand Store, and the winning versions rolled out across your catalog.
SOUND FAMILIAR?

Shoppers see your listing, then buy something else?

Pick the one that sounds like you. Each comes with the fix we make.

Not sure which one it is? Ask Dair →

Missing from the searches that sell

If your title, bullet points and backend search terms don't use the words shoppers type, Amazon has no reason to show your product for those searches.

HOW WE FIX IT Keywords researched and placed where Amazon reads them

Images that don't answer questions

Shoppers look at the images before they read a word. If they can't see the size, the material or the product in use, they move on to a listing that shows it.

HOW WE FIX IT Images planned around shoppers' questions

Changes based on guesses

A new title or main image can raise sales or quietly lower them. Without a test, you can't tell which.

HOW WE FIX IT Tested with Manage Your Experiments

Left out of Alexa for Shopping's answers

Shoppers now ask Amazon's assistant questions, like which dog bed suits an older dog. It answers from listing details, customer reviews and community Q&A, so a listing that never answers the question gives it nothing to say about you.

HOW WE FIX IT Shoppers' common questions answered in the listing
INSIDE THE WORK

How a listing earns the click, then the sale.

Shoppers decide in the search results, where the title and main image earn the click, and on the listing, where the images, the A+ content and the answers to their questions earn the sale.

TITLES AND KEYWORDS

Titles written the way shoppers search.

The words come from data you already have. Brand Analytics shows the searches where shoppers see, click and buy your product, and your ads' search term report shows which searches have led to sales. Your reviews add the words buyers use themselves, like 'fits in a crate' or 'no smell'. The searches that sell most go first in the title, and the rest go in the bullet points and the backend search terms.

A rewrite can also cost you rank if it drops a word that was bringing in sales. So every word that already sells stays in the new version, the title stays within Amazon's title rules, and the title and main image are tested, where you're eligible, before they replace the old ones.

  • Searches that already sell kept in every rewrite
  • Buyers' own words, taken from your reviews
  • Backend search terms for the words that don't fit the title
A dog bed title before and after: vague praise replaced with the brand, what the product is and its key details, and the leftover words moved into the backend search terms.
IMAGES AND A+ CONTENT

Every image answers a question shoppers ask.

In search results, shoppers compare a row of main images, so the main image decides the click. On the listing, the other images do a salesperson's job: the size next to something familiar, the material up close, the product in use, how it compares. We plan each one from your reviews and the questions shoppers ask before they buy.

Below the listing, A+ content adds comparison charts and bigger images. It's free for brands in Brand Registry, and Amazon says adding it lifts sales by an average of 5.6%. When reviews keep raising the same doubt, the answer goes in an image as well as in the text.

  • A main image that stands out in search
  • Size, materials, use and comparison each shown in a picture
  • Doubts from reviews answered in the images and the text
An Amazon listing planned image by image: a main image on white that stands out in search, more images that answer shoppers' questions, and A+ content below.
ALEXA FOR SHOPPING

Answers the assistant can find in your listing.

More shoppers on Amazon now ask instead of search: will it fit a crate, is it good for an older dog. Amazon's assistant, Alexa for Shopping (called Rufus until May 2026), answers from listing details, customer reviews and community Q&A. Amazon says 250 million shoppers used it in 2025, and that shoppers who use it are 60% more likely to complete a purchase.

So we read your reviews and the questions shoppers ask, and answer the common ones in the listing itself: the bullet points, the description, the images and the A+ content. Amazon's seller blog gives the same advice, to write descriptions that answer frequently asked questions. Then we ask the assistant your buyers' questions and check what it says about your product.

  • Common questions answered in the listing
  • Doubts from reviews fixed in the copy, or flagged to you if the product is the problem
  • Your buyers' questions asked in Alexa for Shopping, and the answers checked
An example question in Alexa for Shopping. The answer is built from the listing, its reviews and its Q&A, so the details shoppers ask about have to be there.
WHAT'S INCLUDED

What our Amazon team does to get your listings found and chosen.

Every engagement also includes the growth strategy: profit targets, a channel plan and a 90-day roadmap you approve first.

  • Titles, bullet points and descriptions

    Written for how shoppers search and compare: the words they type first, then the details that help them decide.

  • Backend search terms

    The hidden keywords Amazon reads but shoppers never see, used for the searches that don't fit in your title or bullet points.

  • Main and secondary images

    A main image that follows Amazon's rules and stands out in search, then images that show size, materials, the product in use and how it compares.

  • A+ content and your brand Store

    Comparison charts, your brand story and bigger images below the listing, plus a Store that shows your whole product line.

  • Reviews and shoppers' questions

    We read your reviews and the questions shoppers ask, then answer them in the listing itself, so shoppers find the answer before they buy.

  • Testing with Manage Your Experiments

    For brand-registered sellers, we test titles, main images and A+ content against the current version with Amazon's own tool, and keep the winners.

HOW IT WORKS

How our Amazon team improves your listings.

  1. DAYS 1–3

    Research

    We study the searches your buyers use, your competitors' listings, your reviews and your sales, and pick the listings worth fixing first.

  2. WEEK 1

    Rewrite

    New titles, bullet points, descriptions and backend search terms for your top products.

  3. WEEKS 2–4

    Images and A+ content

    New images planned, A+ content built and your brand Store set up or refreshed.

  4. THEN

    Test and roll out

    The biggest changes tested with Manage Your Experiments where you're eligible, and the winners rolled out across your catalog.

TO GET STARTED

What we need from you on day one

  • User access to Seller Central
  • Brand Registry, for A+ content and experiments
  • Your product photos and specs
  • The products that matter most to you
HOW WE MEASURE IT

How we know a listing is getting better.

Amazon reports these in Business Reports and, for brand owners, in Brand Analytics. We compare each listing with itself, before and after a change.

CTR
Click-through rate
How often shoppers who see your product in search click it. Brand Analytics' Search Query Performance dashboard shows it for each search, and it mostly comes down to the main image, the start of the title and the price.
Add-to-cart rate
Of the shoppers who click through, how many add the product to their cart. When it's low, the images and bullet points aren't answering what shoppers came to find out.
CVR
Unit session percentage
Amazon's own conversion rate, in Business Reports: how many units sell for every visit to the listing. It's the number a listing change should move.
Units sold per unique visitor
The measure Manage Your Experiments reports for each version, so a shopper who visits five times only counts once.
Return rate
When shoppers send a product back because it wasn't what they expected, the listing promised something the product isn't. Amazon's photo guide notes that accurate photos help keep returns down.
CLIENT RESULTS

Results across our clients.

All case studies →
$90M+
Client revenue tracked
$10M+
Ad spend managed
100+
Shopify & DTC brands worked with
24×
Fastest growth, in five months
OUR APPROACH

Keep what already sells

An existing listing already ranks for some searches, and those are worth protecting. Before anything changes, we pull the searches that bring in sales from Brand Analytics and your ads' search term report, and make sure each one survives the rewrite. New words are added around them, and the title still has to read well, because a shopper has to want to click it.

Test the changes that decide the click

A new title or main image can raise sales or quietly lower them. Sales also move with the season, your price and your ads, so comparing before and after can't tell you which. Amazon's Manage Your Experiments tool splits shoppers at random between two versions and reports units sold per unique visitor. It's open to brand owners with a Professional selling account, on products with enough traffic, and Amazon recommends running each test for 8 to 10 weeks. We test the main image and the title first, then roll the winners out across your catalog.

Listings and ads work together

Every Amazon ad sends shoppers to a listing. A listing that turns more of its clicks into orders can afford a higher bid at the same break-even ACOS, as the formulas on our Amazon ads page show. It works the other way too: the searches your ads prove will sell tell us which words belong in your titles. If you'd rather hand over the whole account, see Amazon account management.

IS IT RIGHT FOR YOU?

Is your listing the thing to fix first?

A good fit if

  • Shoppers find your listings, then buy from the one next to them.
  • Your products don't show up for the searches that matter to you.
  • You're in Brand Registry, or about to enroll, so A+ content and testing are open to you.
  • Your Amazon ads send shoppers to listings that don't convert.

Not the right fit if

  • Your listings already convert, and you need more shoppers to see them. Start with Amazon ads.
  • You want stock, pricing and account health run for you as well. That's Amazon account management.
  • The real problem is a price shoppers won't pay. A better listing can't fix that.
KEEP EXPLORING

More on selling on Amazon.

FREE TOOLS
Ads & offers

Amazon ACOS calculator

What's my break-even ACOS after Amazon's fees, and are my ads making a profit?

Conversion

A/B test calculator

Is my A/B test result real, and how long should the test run?

INDUSTRIES WE DO THIS FOR
WORKS BEST WITH

Often paired with Amazon listing optimization.

All services →

Sponsored Products, Brands and Display campaigns run by our Amazon team, judged by profit after Amazon's fees.

  • Sponsored Products, Brands and Display
  • Keyword research and harvesting
  • Budgets judged by profit after fees
Sponsored ProductsSponsored BrandsSponsored Display

Your whole Amazon account run by our Amazon team, from listings and stock to account health, deals and ads, with one weekly report.

  • Listings, pricing and FBA restock planning
  • Account health and brand protection
  • One weekly report on profit after fees
Seller CentralFBABrand Registry

New ad ideas every week, tested with real budget. Winners get scaled, losers get switched off fast.

  • UGC, image and video ads
  • Testing new hooks and angles
  • Scaling the ads that work
UGCStaticVideo
FAQ

Amazon listing optimization: common questions.

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Dair Rose
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Improving a product's title, bullet points, description, backend search terms, images and A+ content so it shows up for the right searches and persuades shoppers to buy. It affects your organic sales and how well your Amazon ads perform.

Amazon shows products that match the words shoppers type and that tend to sell. The keywords in your title, bullet points and backend search terms decide which searches you can show up for, and a listing that sells well tends to rank better over time.

Hidden keywords you add in Seller Central that shoppers never see. They help your product show up for searches that don't fit naturally in your title or bullet points, like other names for the product.

Extra content below the listing, like comparison charts, a brand story and larger images with text. It's free for brands in Brand Registry, and Amazon says adding it lifts sales by an average of 5.6%.

With Manage Your Experiments, Amazon's own testing tool for brand-registered sellers. On listings with enough traffic, it shows two versions of a title, main image or A+ content to different shoppers and reports which one sold more.

It can, if the rewrite drops words that were bringing in sales. So we start from the searches that already sell, from Brand Analytics and your search term report, and keep every one of them. The title and main image are tested with Manage Your Experiments where you're eligible, so a change that lowers sales gets caught and reversed.

They can write a first draft. Amazon's tools build a listing from a few words, a photo or a link to your website, and Amazon says its AI already generates more than 70% of the required product details in its store. A draft made that way can't know which searches already sell your product or what your reviews complain about, and Amazon says checking it is up to you. We use that research to rewrite it, then test the changes that matter.

It depends on how many products you sell and how much each listing needs, from new text to new images and A+ content. You'll get a clear price on the call.

Talk to Dair about Amazon listing optimization.

Book a free 30-minute call. Bring your numbers, and leave knowing what we'd fix first.