Amazon Listing Optimisation: Title, Bullets, Images and A+

Two sellers can offer the same product at the same price and get very different results on Amazon. Often the difference is the listing. A good listing helps Amazon understand what you sell, so it shows up for the right searches, and it helps shoppers decide quickly, so more visits turn into orders.

This guide covers the parts of an Amazon.in listing you control: title, bullet points, images, description, backend search terms and A+ Content.

Start with keyword research

Before rewriting anything, find out how buyers actually search for your product.

• Type your main product words into the Amazon search bar and note the autocomplete suggestions.
• Look at the top-ranking listings for those searches. What words appear again and again?
• Check your own ads search term report if you run Sponsored Products. It shows real searches that led to clicks and sales.
• Think like an Indian buyer. People search in plain words, sometimes in Hinglish ("kurti for women", "steel bottle 1 litre"). Use the words your customers use.

Group what you find into a primary phrase (the main thing the product is), secondary phrases (types, uses, materials) and attributes (size, colour, quantity).

Title: clear first, keywords second

The title is the most important text on the listing. It needs to tell the shopper exactly what the product is, at a glance, including on a small phone screen.

A simple structure that works for most categories:

Brand + Product type + Key feature + Material/Size/Quantity + Colour/Variant

For example: "BrandName Stainless Steel Water Bottle, 1 Litre, Leak-Proof, Silver".

• Put the most important words at the start. Mobile search results often cut long titles off.
• Follow the title rules for your category. Amazon sets limits on length and restricts certain words, symbols and promotional phrases, and these vary by category. Check the current style guide in Seller Central.
• Don't stuff keywords, repeat words or add claims like "best" or "No.1". It looks spammy and can lead to suppression.

Bullet points: answer the buyer's questions

Bullets are where you explain why someone should buy. Write each one around a single benefit, backed by a fact.

• Lead each bullet with a short phrase in capitals or bold style, followed by the detail.
• Cover what buyers care about: material, size and fit, what's in the box, how to use or care for it, compatibility and warranty (only if you actually offer one).
• Include secondary keywords naturally, where they fit.
• Be accurate. Overstated claims lead to returns and negative feedback, which hurt far more than a slightly plainer bullet.

A quick test: if a buyer reads only your bullets, can they decide without messaging you?

Images: your listing's shop window

Most shoppers look at images before they read anything.

• Main image: follow Amazon's main image rules for your category, such as a pure white background and the product filling most of the frame. No text, logos or watermarks on the main image.
• Secondary images: show the product from different angles, in use, with size or scale reference, close-ups of material and details, and what's in the box.
• Infographic images: a few images with short text call-outs for key features work well, especially on mobile.
• Use high-resolution images so zoom works. Check the current minimum size in Amazon's image guidelines.

If you shoot images yourself, a clean background, soft daylight and a steady phone go a long way. Consistent images across all your variants also make the listing look more trustworthy.

Product description

If your listing doesn't show A+ Content, the description is what appears lower on the page. Use it to add detail the bullets didn't cover: usage instructions, care, who the product is for. Keep paragraphs short and readable.

Backend search terms

In Seller Central, each listing has a search terms field that shoppers don't see but Amazon uses for indexing.

• Add synonyms, alternate spellings, Hinglish or regional terms and related words that aren't already in your title and bullets.
• Don't repeat words already in the title. Repetition doesn't help.
• Don't use competitor brand names, ASINs or misleading terms. This is against Amazon's policy.
• Separate words with spaces. There is a length limit on this field, and text over the limit may be ignored, so check the current limit shown in Seller Central.

A+ Content basics

A+ Content lets you add richer images, comparison charts and text blocks to the product description area. It is generally available to brand owners enrolled in Amazon Brand Registry.

What makes good A+ Content:

Module idea	What it does
Brand story or banner	Builds trust in who you are
Feature images with short text	Explains key benefits visually
Comparison chart	Helps buyers choose between your own variants
How-to-use section	Reduces confusion and returns

Keep text on images readable on a phone, and don't repeat the bullets word for word. If you don't have Brand Registry yet, our seller account setup and Brand Registry service can help you get it done.

Variations, attributes and category

Listing optimisation is not only text and images.

• Make sure the product is in the correct category and browse node. A wrong category can hide you from filters and searches.
• Fill in every relevant attribute (material, size, colour, age group, etc.). Shoppers use filters, and blank attributes can keep you out of filtered results.
• Group variations properly under one parent so reviews and traffic are shared.

Measure, then adjust

After making changes, give the listing time and then look at the numbers in your Business Reports: sessions, unit session percentage (conversion), and sales. Change one or two things at a time so you know what worked. Before a big sale, prioritise your top-selling ASINs, as covered in our festive sale checklist.

How Deuxen can help

Listing optimisation (titles, bullets and keywords) is part of Deuxen's account management. Your dedicated account manager reviews and updates your listings alongside orders, returns, claims and account health, at ₹2,999 per marketplace per month (offer price; regular ₹4,999), with up to 100 SKUs and no lock-in.

See Amazon account management.