How to Create Your Amazon Product Listing Step by Step — Easy SEO & Optimization Tutorial

Rank and convert on Amazon with this tutorial and free tool.
Seth Kniep
Aug 17, 2020
Launch your Amazon product
Let's say you spent weeks, if not months, to carefully select and craft your perfect Amazon product. You pour thousands of dollars into your inventory and business. None of that work means anything unless you make sales...

In order to sell your product on Amazon, you must understand the Amazon platform.

We all know how the brick-and-mortar retail experience works: First, the customer arrives at the store. Second, the customer sees the item on the shelf. Third, they pick up a product right off the shelf and judge the product. Fourth, they either buy the product or they don't.

Amazon sellers start off with a huge advantage over brick-and-mortar: customers are already at the store. Over 200 million people shop on Amazon every month—a number that keeps growing.

Selling to Amazon customers isn't that different from selling customers at brick-and-mortar stores. Customers need to both find your product and love it. But instead of finding an object on the shelf, customers on Amazon must find and love your product listing.

An Amazon product listing must do two things:

  1. Show up when customers search for a product like yours (ranking)
  2. Convince customers to buy (conversion)

How do you do this? Optimize your listing to rank in search traffic and yield a high conversion rate.

Today, I will give you 8 steps to create an irresistible and optimized Amazon product listing:

1) Find out what your customer wants

When someone lands on your listing, they want to feel confident about your product before they buy. Not only do you need to address their concerns but obliterate them.

Your listing should anticipate your customers' wants and objections. Let's say you sell a solar charging battery pack.

If your customer says, "This other brand holds enough charge to power my phone for 10 hours."

Your listing should say, "The battery pack holds enough charge for at least 14 hours."

The skeptical customer says, "Well, I heard that solar power only works when it's super-sunny out."

You have an answer for that: "The solar charging works even when it's cloudy."

Customer: "But I don't know if it's the type of thing I need. I'm not a survivalist or a camper. I just need to charge my phone when I travel abroad."

Your listing: "It's good for travelers too."

Customer: "It can't work at night, can it?"

Your listing: "The solar charging works for every daylight hour, allowing you to charge your phones with enough juice to last until morning."

Now you're in position to make the sale. Let's break that down. We:

  • Kept or blew past something strong about the competition
  • Overcame their doubts
  • Specifically told the customer it's for them
  • Spoke honestly with them, set up realistic expectations, and positioned imperfections in a positive way

Don't allow them to think, "Am I making a mistake by buying this?"

How to Convince Amazon Customers to Buy

Your product can actually be used by different markets for different purposes. Ensure your listing and images emphasize each way your product is used. Otherwise, you limit your market. Show them exactly how the product can be used under all those circumstances.

You must:

Obsess about your customer

Who is your ideal customer?

Find out: income class, gender identity, marital status, children, and age. Plus hobbies and lifestyle.

Some customers care more about fashion than function. Some care more about the environmental impact of your product than proven effectiveness.

You cannot market effectively if you don't get into the mind of whom you are marketing towards. Different demographics respond to different pictures, copy, and differentiation.

Find out if multiple demographics desire your product.

List them out. For instance, storage hooks are useful for people with home workshops and mountain bikers. If you show pictures of storage hooks used in both ways in your listing, then both customers will know your product is for them.

A lint roller is good for spiffy business suit wearers and for those who are covered in pet hair.

In our earlier example, we said that a solar charger is good for travelers as well as campers.

These are the people that will bring you sales. You must know who they are.

Find out why customers like the product

What did customers talk about positively in competitor reviews?

Retain and emphasize the most loved attributes. Remember our earlier example with the solar charger? If a competitor advertises that their product keeps a charge for 10 hours, you must say you can match it—or else the customer won't be sure if your product is as good as the competitor. What would you think if one product says their charge lasts for 10 hours and the second one does not list how long their charge lasts? You'd likely assume the second product must be inferior, or it would have listed its charge time.

Write down the top three selling points to keep in your notes. Expand on them when you create your listing.

Find out why customers don't like the product

What holds customers back from buying this product?

No sun? The solar charger still works under cloud cover.

When you address and resolve their doubts, you push away any excuse for them to not buy.

If durability is a concern, use a picture of a tire running over the item to show your product is durable. There must be a reason that the customer doubts your competitor. Find out what those reasons are.

Discover the weaknesses with your product

Nothing is perfect.

You need to set realistic expectations or else risk negative reviews.

If you say a solar charger works at night, and it doesn't, expect a 1-star review.

Be honest with customers in a way that adds credibility to your brand and listing. No one can damage your reputation by saying you lack (blank) if you already said as much.

Present weaknesses with your product as though customers asked, "What is your greatest weakness?"

If your product "takes time to master" that is both a weakness and a strength. It implies that your product is a complex tool that's worth mastering. The solution? You just gave it. The buyer needs time with the product in order to utilize it to its fullest effect.

Position "weaknesses" from a place of strength.

Now that you know what customers want, how will you make sure customers find your product?

2) Collect and use terms that customers use to find your product

Keywords can be a single word or a string of words. When an Amazon customer looks for a product via search, whatever they type in the search bar is a keyword.

If you sell a stainless steel Japanese chef knife, you want your listing to show up when a customer types any variety of words or phrases that indicate they want to buy a product like yours.

Amazon keyword examples
Amazon Keyword Examples

Gather your keywords from all the tools you use and put them together in a data sheet.

You can get your keywords from these softwares and more:

Also include common misspellings (for the backend later). Even people who misspell your product need to be able to find your listing.

Sort your keywords based on relevance, Amazon's autocomplete, and search volume (in that order).

You need to place them in the right part of your listing in order to appear in search results.

Appear in search results

Indexing: when a customer searches a word or string of words in Amazon's search, your product shows up somewhere on that list. You must be indexed in order to rank at all.

Ranking: where you show up on the search results list. The closer you are to being the first result, the higher up you are on that list, and the better ranked you are for a particular keyword.

You are more likely to become indexed and rank higher for a keyword when you place that keyword in certain spots on your listing. Those places are—in order of importance:

  1. Title
  2. First bullet point
  3. Subsequent bullet points
  4. First keywords in "Search Terms" on the backend
  5. Description and other backend terms

In short, the more important a keyword is, the higher up on a listing it should show.

Use all of the character space Amazon allows in order to maximize your listing's ability to index and rank for keywords.

Where to Put Keywords in Your Listing

Identify your best keywords—POWER keywords

Power keywords are highly relevant, high search volume keywords. Your all-stars. The keywords at the top of your list.

Some sellers think that having more keywords is better—that thousands of keywords is what it takes to get your product found. But in reality, the same five to ten keywords are going to make up the vast majority of impressions that lead to sales.

Impressions: When customers scroll through search results, they see a preview of your listing. Every time your listing preview appears in front of a customer, that is an impression.

Refer to your keyword research and pick out the keywords that:

  • Appear frequently throughout your research
  • Have impressive search volumes
  • Directly refer to your product

You will often find power keywords in competitor titles. Use your intuition.

3) Take advantage of pre-launch hacks when you create an initial listing

Many sellers skip this crucial step, but you won't.

When new sellers create their first listing, they often make the mistake of trying to make it perfect.

We recommend you start with a bare-bones style Amazon listing well before your product launch to avoid hiccups.

In this step, use scant info to create your initial listing. The final listing will come later.

Think of it this way: you get your product manufactured, spending potentially thousands of dollars and hundreds of hours. Then, you create your listing only when you're about ready to sell.

But what if Amazon flags your product for hazmat review? Certification can take three weeks.

This step saved us a ton of money.

We were going to launch a baby position ramp on Amazon. It was going to be awesome. We differentiated our private label product so much, it would have blown the competition away. We didn't find any Amazon restrictions. Even Amazon sold them. But, just to be safe, we created an initial listing. BAM. Flagged. 🚩

It turned out that Amazon implemented a policy change before they announced it (they love to do that).

Several infants had died due to baby ramp suffocation.

Amazon cut the cord.

Because we made the initial listing before we purchased the final product from our supplier, we saved thousands of dollars.

Show up in Google Search results

Google indexes your Amazon product listing based on the words on your listing "canonical" URL. What many seller don't know is that you can choose what keywords are in your canonical URL. This enables you to choose the keywords that Google search indexes.

When you make your initial listing title, use five words. Those five words will be in your canonical URL.

Result: Your Amazon listing will rank on the Google results page for the the five keywords you chose.

If your URL contains "colorful transparent sunglasses" then the Google search result for "colorful transparent sunglasses" will show a link that goes directly to your Amazon product listing.

After you publish your listing, the canonical URL cannot be changed.

Choose your best five power keywords as your title when your first publish your initial listing. This forces Amazon to use these five words as your canonical URL.

Choose keywords with high search volume and relevance.

Want to see it in action?

Go to any Amazon product page and right click. Choose "View page source".

Amazon product page URL source

You will find "canonical" and a URL (control+F on PC, command+F on Mac to find "canonical"). For this product, it is "WearMe Pro Colorful Transparent Sunglasses".

Amazon canonical URL

Here it is working in action on Google search (in an incognito browser):

Amazon canonical URL Google result

And there it is. Literally the first result. We didn't even use "WearMe Pro" in the search box.

Ready for the best part? If you search "colorful transparent glasses" on Google, no competitors show up like they do when searching on Amazon. It takes you directly to the listing page from Amazon!

Before you decide what your canonical URL should be, you need to know how to get the most of those five words.

Rank for more keywords strings

You can only have so much text in your listing. Keyword hinging makes your text pull double-duty and utilizes characters to their fullest potential.

Keyword hinging is the practice of including multiple keywords in one string keyword phrase.

Keywords important to your product are within other keywords. Keyword-ception.

Amazon keyword hinging examples

A string like this is perfect for your canonical URL.

This maximizes the use of all of your characters or 'bits' within your allotted space.

Now create that initial listing!

From here forward, we will help you with your final listing.

Amazon final listing worksheet excerpt

Most listings start as FBM (Fulfilled by Merchant) by default. When you convert to FBA, Amazon will ask for more information.

4) Create a title that ranks and converts

Your top priorities in making your title are to:

  • Include keywords
  • Persuade customers with selling points
  • Make it readable

Your title should contain your most important keywords.

There is some debate as to the proper length of a title. The traditional method uses 200 characters. Some sellers say to use 80 or 50. Many expert sellers, including us, use the 200 character system.

Amazon may automatically add your brand name to the beginning of your title, so leave space for it. What does this mean for Amazon sellers? You should use 180-190 characters depending on the length of your brand name.

Amazon Title Example

Even though you should make your title readable, you don't have to make it a natural sentence. Amazon customers rarely read the whole title and depend much more on the pictures and bullet points to make their buying decisions. Lead with the strongest keywords.

In our example, "Kitchen Knife Sharpener" is a keyword, and "Knife Sharpener" is also a keyword. Utilize keyword hinging to make the most of your characters.

Amazon Title Analysis

Ask yourself these questions when you finalize your title:

  1. Does it contain my top keywords?
  2. Did I avoid repeating keywords?
  3. Is it easy to read?
  4. Are there selling propositions?
  5. Have I removed all unnecessary words?

Make sure you can answer 'yes' to all of these questions.

Write an Amazon Listing Title that Ranks & Converts

5) Write persuasive bullet points

In Amazon Seller Central, bullet points are listed as "Key Product Features". Find them in Seller Central under "Description" above "Product Description".

Amazon bullet points over description

When you write bullet points, focus on benefits over features.

A benefit solves a problem the customer has.

A feature is how the product solves the problem. In order words, a feature is an attribute that proves your product can solve the problem.

For example, durability is a benefit. It solves the problem of products breaking. An example of a feature is "made with steel". A product can be durable because it's made with steel.

Lead with the emotional benefit and then back it up with the proof. The basic structure of a fantastic bullet point looks like this:

"• DURABLE—made with steel".

Or, put another way...

"• YOUR PROBLEM SOLVED—This is the evidence".

The 'problem' doesn't have to be as concrete as 'holds a charge for longer' or 'easy to mount display'. The problem can be that your customer wants to look more fashionable. Your customer may want to support a cause. Your product can help them solve that problem.

This is why it is important to know your audience and their reason for buying.

Also, write bullet points that blow away their objections. Use your market intel to fill these in.

Make it easy to skim—easy to take in at a glance.

Learn from these examples:

Amazon bullet point examples

Optimize your bullet points for maximum effect

Step away from your bullet points for at least a day. Return with a fresh perspective. When your writing is fresh, it's difficult to see what to needs improvement. Time will help clear your mind.

Once you're back with fresh eyes, eliminate the fluff and make it more readable.

Change the order of words, check your spelling and grammar, and start over when necessary. Evaluate each bullet point by its own merits. Edit and choose your five best bullet points.

Make sure you included your top keywords. It is essential to include keywords for indexing and ranking purposes.

Avoid repeating keywords. You don't get any benefit when you include a keyword multiple times in the bullet point section.

Instead of "chef knife" three times, vary it up slightly to include other keywords.

Amazon Bullet Points keyword example

6) Create the perfect Amazon product description

Remember your goals:

  • Keyword inclusion—become visible on Amazon search
  • Sales conversion—once a customer lands on your page, the listing compels them to buy

Use leftover keywords in your description

With much more room in the description, you should be able to include the vast majority of your keywords that you were unable to get in your title or bullet points. Focus more on getting in new keywords rather than using previous ones.

Write your description to sell

Descriptions should have headings followed by paragraphs that expand the headings. Kind of like what you did in the bullet points. Make it easy to skim read. In fact, include bullet points in the description to increase readability. This way readers can easily focus on what they care about.

Examples of headings from the free product listing worksheet:

  1. Cook Like Gordon Ramsay
  2. Fall in Love with Cooking Again
  3. Cut Kitchen Clean Up Time by 50%
  4. Save Money on Groceries
  5. Cut Cooking Time By 10%
  6. Ingredients
  7. Components
  8. Content List
  9. Technical Specifications
  10. How We Got Our Start

Aim for five headings in total.

Today, I'm going to show you two ways to compose a beautiful description:

1. Design a brilliant HTML description

HTML is a software structure language used online. In order to get the format you want, you must use tags such as <b> for bold and so on.
You must use HTML before you become brand registered.

Ever notice those Amazon listings with just a big block of text for a description? That's because those sellers didn't use HTML properly. Those Amazon sellers didn't research why their bolds and paragraphing didn't work, and they gave up. But there's an easy solution.

Go to Amazon Description Editor for a free HTML converter.

Amazon Description Editor will make it easy to translate your description into HTML format. This way, your customers will see your listing how you want them to see it.

Amazon product description editor

Copy the HTML section on the Amazon Description Editor page and paste it into your listing on Seller Central.

2. Design a professional description with A+ Content

A+ Content is only open to you after you become brand registered. Brand registry comes with several other advantages such as better brand protection and access to powerful tools.

In order to apply for brand registry, you must either already have a registered trademark OR go through Amazon's Brand Accelerator program.

When you have access to A+ Content, you can use images to enhance your brand appeal.

Align your images and text copy. Put your technical images with technical copy and fanciful pictures with fanciful words.

White background images also work well in this section.

Amazon listing optimization worksheet A+ Content

7) Rank for even more keywords using the backend

The point of the backend is to cover all of your keywords that you could not put in the listing, including misspells.

Backend keywords also combine with other keywords already present on the listing, producing a larger variety of keywords (as in keyword hinging). For example, if you have the phrase "chef sushi knives" in your listing and "knifes" in your backend, then you will index and rank when someone uses the keyword string "chef sushi knifes".

Amazon allots you 249 bytes (characters and spaces).

Type them in the "Search Terms" area.

When you type over 249 bytes in the Search Terms box, you will get a red notification that you are over your limit.

Amazon backend keywords under "Search Terms"

Use your space well.

  • Do NOT repeat keywords
  • Do NOT use any special characters ($) or commas
  • Do NOT use competitor brand names
  • Do include your misspells
  • Do use as much of the 249 bytes as possible
Use the Amazon Backend to Rank for More Keywords

If you use Helium 10, this is your opportunity to utilize the 'Frankenstein' tool:

  1. Drop all of your keywords, including misspells, into the tool.
  2. Click on "Process" to compress them. This will remove all duplicates. Save and download the list. Keep the Helium 10 window open.
  3. Check the character number at the top. Aim to get the number of characters down to 249.
  4. Remove the keywords that are  in your title. If more keywords need to be removed, take out the keywords that are on other parts your listing.

Backend keywords example:

Amazon backend keyword example

With this, you'll have an optimized listing. Put yourself in the position to be found, make a professional impression, and generate sales!

I'm sure you have a lot more questions because there's a ton more to building an Amazon business that works for you.

If you'd like my team and I to help you, here is what we're offering:

  • Un-ending support from Amazon expert coaches—ask anything!
  • 3 private mentor sessions with an Amazon expert coach
  • Over 200 step-by-step exclusive training videos that cover everything you need to know
  • Over 500 in-depth training slides
  • Hand-picked suppliers for your unique product
  • 3-4 hours of live group coaching every week
  • 3 huge product niche ideas sent to you and only you
  • An on-fire Amazon seller community who will run by your side

To date, we have helped thousands of students make enough money on Amazon to no longer need to work their regular 9 to 5. Many of them travel the world. Some of them are millionaires. Some of them have their products on TV. If you are willing to follow the steps and work on it a little each day, we'll do everything we can to help you grow your Amazon business.

Click below to find out more 👇

Yes, I want to work with you and your team!

All the best, warrior.


product listing creation & optimization


Create Amazon listings that rank and convert!

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Seth Kniep

Married a pearl. Fathered 4 miracles. Fired his boss. Turned a single dime into $104,857. Today, a self-made millionaire, Seth and his team of 8 badass coaches teach entrepreneurs how to build passive income on Amazon.

Dead serious about building income on Amazon with eight successful coaches in a community of badass Amazon sellers? Join the Amazon FBA Mastery membership.

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