Amazon's ranking algorithm rewards two things: relevance (does your listing contain the words shoppers search) and performance (do shoppers click and buy when they see it). Listing optimisation is the work of maximising both at once, and it is the highest-leverage thing a UK seller can do before spending a penny on PPC. Here is the order we work through on every ASIN.
Title: 150–200 characters, most important words first
Amazon UK truncates titles differently across mobile, desktop and ads, so the first 80 characters carry the load. Structure by category:
- Consumables: Brand + Product + Key Benefit + Variant + Size/Count. "Deep Fresh Antibacterial Surface Cleaner Spray — Kills 99.9% of Bacteria, Lemon, 750ml (Pack of 2)"
- Baby: Brand + Product + Size/Stage + Count + Key Feature. "Sleepy Ultra-Dry Nappies Size 4 (9–14kg), 44 Pack, 12-Hour Leak Protection"
- Home/hardware: Product + Spec + Use Case + Brand. "Pallet Wrap 500mm x 300m, 17 Micron Clear Stretch Film for Packing & Moving, 6 Rolls — [Brand]"
No ALL CAPS, no "best", no promotional language — Amazon suppresses listings for it. Use the pipe or dash for separation. Every word in the title is indexed; repeating words wastes space.
Bullets: benefit, then proof, then spec
Five bullets, 150–200 characters each, scannable on mobile. Each bullet opens with a short capitalised benefit phrase, then explains:
- Primary benefit — what the product does for them.
- Differentiator — why this one, versus the competitor next to it.
- Specifications — size, materials, compatibility, quantity.
- Use cases — where and how; this is where long-tail keywords live naturally.
- Trust — UK-made, certifications, guarantee, what's in the box.
Bullets are indexed; work in secondary keywords without stuffing. Read them aloud — if it sounds like a keyword list, rewrite.
Backend search terms
250 bytes. Synonyms, alternative spellings (nappies/diapers, colour/color), and terms that do not fit the front-end copy. No brand names (yours or competitors'), no repeats of title words, no commas needed. Pull candidates from Brand Analytics' Search Query Performance report and your PPC search-term data — see the PPC guide.
The image stack (this moves conversion most)
- Main image: product on pure white, filling 85% of the frame, no props. Amazon requires it; the algorithm suppresses listings that break the rule.
- Infographic: product with 3–5 benefit callouts in large text readable on a phone.
- Scale/size: in hand, next to a familiar object, or with dimensions.
- Lifestyle: in use, in a UK-looking setting.
- Comparison chart: your variants or your product vs "ordinary" alternatives.
- Ingredients/spec/what's in the box.
- Review or trust image: star rating count, certifications, guarantee.
Plus a video if you have Brand Registry: 30–60 seconds, product demo, no music-only. Listings with video convert measurably better in nearly every category we have tested.
A+ Content that works
A+ (Enhanced Brand Content) is free with Brand Registry and typically lifts conversion 5–10%. Modules that earn their place:
- Brand banner with one-line positioning at the top.
- Comparison chart module linking your range — the strongest cross-sell tool on Amazon.
- Standard four-image with text for key benefits (mirrors the bullet points visually).
- Q&A-style text module answering the top three objections from reviews and customer questions.
- Premium A+ (A+ Premium) if eligible: video modules, carousels and hotspots. Now free for most Brand Registered sellers who meet the criteria.
A+ text is not indexed for search on Amazon (image alt text partially is). Write it for conversion, not keywords.
Brand Story
The carousel above A+ content. Use it for the founder story, the range overview and the "why UK-made / why us" message, with links to your Store. It is the one place a small brand looks as established as a big one.
Reviews and ratings
Conversion roughly doubles between 0 and 30 reviews, then flattens. Use Vine at launch, the Request a Review button on every order (or automate it), and product inserts that ask for feedback without incentivising reviews (that is prohibited). Respond to negative reviews publicly where the Brand Registry tool allows; it signals to the next shopper that someone is home.
Test, don't guess
Manage Your Experiments (Brand Registry) lets you A/B test titles, main images, bullets and A+ for 4–10 weeks with real traffic split. Test one element at a time; main image first, then title. Expect 5–20% conversion differences between image variants — far bigger than anything bids will give you.
Pre-launch checklist
- Title under 200 characters, keyword-first, no promo words.
- Five bullets, benefit-led, secondary keywords included.
- Backend search terms filled, no duplicates.
- Seven images + video; main image compliant.
- A+ with comparison chart; Brand Story live.
- Correct browse node and item-type keyword.
- Variations (size/colour) grouped under one parent so reviews pool.
Then, and only then, scale advertising. The Seller Central UK guide covers account setup if you are starting from scratch.
On Amazon, your listing is your salesperson, your shop window and your search engine ranking all at once. Treat it like the asset it is.
Frequently asked questions
How long should an Amazon UK product title be?
Amazon allows up to 200 characters in most UK categories, but the first 80 characters matter most because of truncation on mobile and in ads. Lead with brand and the most searched product terms.
Does A+ content help Amazon SEO?
Indirectly. A+ text is not indexed for search, but A+ typically improves conversion rate by 5–10%, and higher conversion improves organic rank. Image alt text in A+ is partially indexed.
How many images should an Amazon listing have?
Use all seven image slots plus a video where possible: compliant main image, infographic, scale, lifestyle, comparison chart, specs and a trust/review image.
Can I A/B test my Amazon listing?
Yes, with Manage Your Experiments in Brand Registry. You can test titles, main images, bullet points and A+ content over several weeks with real traffic split.
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