Amazon

Amazon Listing Optimisation: The Complete 2025 Guide

A well-optimised Amazon listing ranks higher in search results and converts browsers into buyers at a higher rate. This guide covers every element — title, bullets, description, backend keywords — with the specific character limits and copy strategy for each.

Why Amazon Listing Copy Matters More Than PPC

Many sellers over-invest in Amazon PPC while underinvesting in listing copy. But PPC drives traffic to your listing — it's the listing itself that converts that traffic. A listing with a 15% conversion rate generates twice the revenue of an identical product with 7.5% conversion, regardless of ad spend.

Product Title: 200 Characters to Win the Click

Amazon allows up to 200 characters for most categories (some categories have lower limits — check your category style guide). However, only the first 80 characters display on mobile, and Amazon may truncate search result titles at around 115 characters.

The Amazon title formula: Brand + Product Name + Key Feature + Size/Colour/Variant + Target Use Case.

Bullet Points: 500 Characters, 5 Slots

Bullet points are the second thing shoppers read after the title and main image. Each bullet (up to 5, up to 500 chars each) should address one specific benefit. Lead with an ALL CAPS feature name, then expand on the benefit in sentence case.

Example structure: "WATERPROOF DESIGN — Our IPX7-rated case keeps your device dry in up to 1 metre of water for 30 minutes, making it perfect for beach days, poolside use and rainy commutes."

Product Description: 2,000 Characters

The product description (2,000 chars) sits below the fold and is read by highly engaged shoppers. Use it to tell the product's story, address detailed objections, and include secondary keywords not covered in your title and bullets. Basic HTML (b, br, li) is supported.

Backend Keywords: 250 Bytes

Backend search terms are invisible to shoppers but indexed by Amazon. Use them for keywords that don't fit naturally in your visible copy: misspellings, synonyms, complementary terms, and keywords in other relevant languages. Separate with spaces (no commas). Don't repeat terms already in your title or bullets.

A+ Content: The Conversion Multiplier

If you're a Brand Registry seller, A+ Content replaces your text description with image-rich modules that can increase conversion rates by 5–10% on average (per Amazon's own data). A+ Content has its own character limits per module and takes precedence over any text description you've written.