The situation
The client had a catalog on Amazon that had been written by whoever was on staff at the time — inconsistent voice, missing back-end keywords, indifferent imagery, no A+ content. The listings ranked nowhere for the high-intent search terms, and conversion was below category average.
The mandate
Rebuild listings for ranking, conversion, and policy compliance — and keep them maintained as Amazon’s rules evolve.
What we did
- Keyword research. Pulled search-term data from Amazon’s Brand Analytics and cross-referenced with the client’s keyword tool of choice. Built a master sheet per product: high-intent commercial terms, long-tail variants, defensive terms to block competitors.
- Title structure. Rewrote titles to lead with brand → high-intent keyword → primary product attribute → secondary attribute. Inside Amazon’s character limit. No stuffing.
- Bullets. Five bullets per listing, each leading with a customer benefit and supported by a product feature. Reading level tuned to mobile, where most Amazon traffic actually is.
- Back-end search terms. Filled the 250-byte allowance with relevant, non-redundant terms (Amazon doesn’t index duplicates). Variant-specific where it mattered.
- A+ Content. Designed and submitted A+ modules for every eligible listing — hero, comparison chart, feature highlights, brand story.
- Imagery. Main image clean on white per policy. Lifestyle and infographic images in slots 2 through 7. Video where available. Compliance-reviewed against Amazon’s latest image standards.
- Variation strategy. Reorganized parent-child variation structures where they were split irrationally — merging look-alike standalone listings into one variation parent so review counts compound and customers see the full range.
The outcome
Listings moved up the rankings for the terms that matter. Conversion lifted on the listings that got A+ content. Suppressions stopped because the catalog finally met policy across the board.
Why it worked
Amazon listing work is half craft, half compliance. Most agencies do the craft and ignore the back-end discipline. We do both, and we keep both maintained as Amazon’s policy goalposts move.