Step-by-step guide to optimising listings for visibility and conversions

Adding keywords is a great starting point to optimising your Amazon listing. But, to truly enhance visibility and boost conversions, you need a strategic approach that combines strong SEO and rich visuals with compelling content, and a broader advertising framework.

So, we’ve put together this simple guide to walk you through the essential steps to optimising your listings and help you compete more effectively on Amazon.

Craft SEO-driven content

Start with thorough keyword research. You need to identify high-volume and long-tail keywords that are relevant to your product. Once you have compiled a list, these should be filtered throughout your title, bullet points, description, and backend search terms. They should appear naturally in the text and content, so focus on clarity and relevance.

Strong SEO doesn’t just drive visibility; it influences click-through rates and buyer confidence. So your product titles should include brand name, key features, size or quantity, and primary use. And bullet points should clearly explain the product benefits and address common customer concerns, helping shoppers make quick decisions.

A note for the future: AI is playing an increasing role in Amazon product listing search. Amazon’s AI tool Rufus is an example of how conversational search plays its part in surfacing relevant suggestions for consumers. This essentially impacts the entire search journey from a customer perspective as search queries can be longer form questions, and search tends to focus around a particular challenge or issue the customer is having.

At the time of writing, Sponsored ad placements aren’t showing in Rufus search results. But this may change. To prepare, approach your Amazon content more holistically. For example, use tools that evaluate product reviews so you can see what the focal areas are for consumers. Additionally, content needs to be reviewed and refreshed periodically to take into account the latest search trends, and also to factor in any new terms that will address customer needs.

Utilise A+ and Premium A++ content

If you’re a Brand Registered seller, use A+ Content to enrich your product detail page with enhanced images, comparison charts, and brand messaging. A+ Content has been shown to improve conversions by clearly presenting value propositions and helping customers visualise the product in use. Consistency in branding and layout across listings also supports a professional and trustworthy image.

Premium A++ Content, available to Vendors and Sellers who are Brand Registered, allows for interactive modules, larger visuals, and video – creating a more immersive shopping experience.

Add a Brand Story section

The Brand Story module is another opportunity to differentiate your product and brand from competitors. It allows you to showcase your mission, values, and what makes your brand unique. Positioned above A+ Content, this feature is great for building trust and connection, especially with first-time buyers.

You can use carousel images, founder messages, and product collections, and highlight new products or best sellers to help establish emotional resonance and brand authenticity.

Embrace full-funnel marketing

Amazon SEO and content are essential, but they should be supported by a broader full funnel strategy.

Top Funnel (Awareness): Use Display Ads within PPC advertising. More broadly consider Prime Video (STV), Amazon DSP (display and video) and audio to reach new audiences.

Middle Funnel (Consideration): Prime Video (STV), Amazon DSP (display and video), Sponsored Brand Video.

Bottom Funnel (Conversion): Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP

Use brand-registered tools to stand out

Brand Registry offers access to unique content features that allow you to create a richer and more memorable experience. These include:

• Brand Story modules
• A+ Content
• Amazon Stores
• Customer engagement tools

Run A/B tests and continuously improve

With Amazon’s ‘Manage Your Experiments’ tool, you can test titles, bullet points, images, and A+ modules to determine what resonates best with your audience. Use performance metrics, click-through rate, conversion rate, and dwell time, to guide changes and boost effectiveness.

Make seasonal updates or rotate creative elements to maintain engagement. Even small changes, such as adjusting an image angle or refining a headline, can significantly impact performance.

Amazon optimisation is no longer about just adding keywords, it’s about creating a seamless and compelling experience for your audience. By combining well-crafted SEO, professional imagery, engaging storytelling, and integrated ad strategies, brands can achieve both higher visibility and better conversions.