Amazon Listing Optimisation: Titles, Bullets, and Backend Keywords

Amazon's A10 algorithm is different from every other marketplace algorithm. It doesn't just rank by keyword relevance — it ranks by what actually converts. A listing that gets clicked and then purchased rises in rankings. A listing that ranks but doesn't convert falls.

That means Amazon listing optimisation is two jobs at once: get into search results (relevance) and close the sale once you're there (conversion). Every element of your listing needs to do both.

Title: 200 characters, brand first

Amazon gives you up to 200 characters for your product title (varies slightly by category). Unlike Etsy or eBay where you might choose between brand and product type, Amazon has a clear convention: brand name goes first.

The standard Amazon title formula is:

[Brand] [Product Type] [Key Feature] [Size/Quantity/Variant] [Secondary Keywords]

Example: "Naturemade Lavender Soy Candle — Hand-Poured, 250g — Calming Scent for Bedroom, Meditation Gift for Women" (96 characters)

Amazon's mobile app truncates titles at around 80 characters in search results — so your primary keywords need to appear in the first 80 characters. The rest of the title still contributes to search ranking, it just won't be visible to mobile shoppers until they click.

What to avoid in Amazon titles:

• Promotional language ("best seller," "top rated," "#1") — Amazon may suppress these
• Price, shipping speed, or availability — not allowed in titles
• All caps (except abbreviations)
• Special characters like ! or $
• Subjective claims ("amazing quality," "beautiful")

Bullet points: 5 benefit-led points, up to 255 characters each

Amazon gives you 5 bullet points (sometimes called "key product features"). Most sellers treat these as a feature list. Buyers read them as a shortlist of reasons to buy.

The structure that converts best: lead with the benefit, support with the feature.

Bad bullet (feature-led): "Made from 100% natural soy wax blended with lavender essential oil"
Good bullet (benefit-led): "BURNS CLEAN FOR 45 HOURS — Natural soy wax and lavender essential oil mean no toxic chemicals, no black soot, just a long, clean burn that fills your room without the headache."

Notice the convention: many Amazon sellers begin bullets with a short CAPS PHRASE that summarises the benefit, then expand on it. This works well because buyers scan bullets rather than reading them — the caps phrase acts as a headline.

What to cover across your 5 bullets:

1. Primary benefit or key feature (what makes this worth buying)
2. Materials, quality, or manufacturing (why it's good quality)
3. Size, dimensions, or compatibility (answers the "will this work for me?" question)
4. Use case or who it's for (helps buyers self-identify)
5. Gift suitability, packaging, or guarantee (reduces purchase risk)

Backend keywords: 250 bytes, no repeats

Backend keywords are invisible to buyers but indexed by Amazon's algorithm. They're your chance to rank for terms that don't fit naturally in your title or bullets.

Amazon gives you 250 bytes (roughly 250 characters for standard ASCII text). Key rules:

• No repetition — if "lavender" is in your title, don't use it in backend keywords. Amazon already knows. Repeating wastes your byte budget.
• No commas needed — separate keywords with spaces. Amazon reads it as individual terms.
• Include synonyms and variations — if your title says "soy candle," backend keywords might include "wax melt" or "scented candle"
• Include common misspellings — unlike Etsy, Amazon doesn't automatically handle typos in backend keywords
• Don't include competitor brand names — Amazon may suppress your listing

Good backend keywords for our candle example: "aromatherapy relaxing sleep aid bedroom scent anniversary mum gift women stress relief meditation yoga"

Description: 2,000 characters or A+ Content

The product description appears below the fold — most buyers won't scroll to it. But it does get indexed by Amazon, so include your secondary keywords here.

If you have Amazon Brand Registry (which requires a registered trademark), you get access to A+ Content — an enhanced description with images, comparison tables, and formatted sections. A+ Content significantly improves conversion rate and is worth pursuing once you have brand registry.

Without A+ Content, write a description that covers: what the product does, what it's made from, who it's for, and why it's better than alternatives. Keep sentences short. Amazon's description field supports basic HTML (bold, line breaks) in some categories.

The conversion side: what the algorithm really watches

A10 weights conversion rate and velocity (sales per day) alongside keyword relevance. That means a listing that sells well for one keyword can rise in rankings for other keywords it's only loosely optimised for.

The practical implication: your first listing optimisation task is to make the listing convert once buyers land on it. High-quality images, accurate descriptions, competitive pricing, and genuine reviews matter as much as keyword placement.

A listing with a 15% conversion rate will outrank a keyword-stuffed listing with a 3% conversion rate, even if the weaker listing has better title keywords.