Your title is your billboard. Limit yourself to around 200 characters, placing the primary keyword at the start and using pipes (|) or dashes (-) to separate feature phrases. Avoid unnecessary adjectives or promotional jargon. For example, 'Stainless Steel Travel Mug - 16 oz, Vacuum Insulated, Spill‑Proof Lid - Keeps Drinks Hot or Cold' tells the shopper everything they need to know while including multiple keywords.

Bullets should be benefit‑driven and keyword‑rich. Use the first 5-7 words in uppercase to summarise the key benefit (e.g., 'KEEPS COFFEE HOT' or 'NO SPILL DESIGN'), followed by descriptive text. Each bullet should focus on a different advantage: capacity, materials, ease of use, safety and warranty. Sprinkle in secondary keywords where they fit naturally. Keep each bullet under 500 characters and avoid repeating the same phrases.

The description gives you room to tell your brand story and include additional keywords. Write in paragraphs rather than one long block of text. Use subheadings to organise information, such as 'Materials & Safety', 'Ease of Cleaning' or 'Eco‑Friendly Manufacturing'. Include answers to common questions and mention use cases to help AI connect your product to customer queries. Use simple HTML tags like <br> to create line breaks for easier reading.

In your description, tell a cohesive story that aligns with your brand voice. Use HTML formatting (like <strong> tags for headings) to break up text and improve readability. Include spec tables or bullet lists for technical details, but always lead with why those specs matter. A well‑written description can push unsure shoppers over the edge and provide enough context for generative engines to understand your product fully.

Bullet points should be concise yet comprehensive. Structure each bullet around a benefit, followed by supporting features. For example: ‘Stay hydrated on the go - double‑wall insulation keeps drinks cold for 24 hours’ or ‘Organise with ease - multiple compartments fit laptops, tablets and notebooks’. Insert one secondary keyword per bullet to maximise indexing without sounding unnatural. Keep each bullet under 250 characters and avoid repeating the same words across bullets.

Your title is the most influential on‑page factor in Amazon SEO. Keep it under 200 characters, use plain language and put the primary keyword first. Include key differentiators such as material, size and variant. Avoid marketing fluff like ‘best’ or ‘amazing’; instead, focus on specifics: ‘14‑piece stainless steel knife set with ergonomic handles’. Use Title Case to improve readability.

Optimise for terms like ‘Amazon title guidelines’, ‘bullet point best practices’, and ‘product description tips’. Emphasise the importance of using numbers, measurements and material keywords to satisfy both A9 and shopper questions.

Your Amazon listing isn’t just a product description; it’s a blueprint for how algorithms and shoppers understand what you sell. Titles, bullet points and descriptions work together to communicate value, improve visibility and convert browsers into buyers.

Crafting Compelling Titles

Your title is the first thing shoppers see and one of the most important relevance signals for A9. Place your primary keyword near the beginning and include essential attributes such as size, color or key feature. Keep it concise and scannable: a good title tells the shopper what the product is and why it’s different without reading like a keyword dump. Compare “Phone Case” to “Shock‑Absorbent Phone Case with Built‑In Card Holder - Slim Protective Case for iPhone 14 Pro”; the second clearly communicates benefits and includes the main keyword.

Building Benefit‑Driven Bullet Points

Bullet points are your chance to highlight features and benefits in a digestible format. Use a feature-benefit structure: start with what it does (e.g., “Non‑Slip Grip”) and follow with why it matters (“Prevents drops even during sweaty workouts”). Integrate secondary keywords naturally and answer common questions to reduce friction. Avoid repeating the same phrases in every bullet; instead, cover different aspects such as materials, usage scenarios and compatibility.

Writing Descriptions That Sell

The description is where you tell your story. Expand on the benefits introduced in your bullets, address objections and paint a picture of the product in use. Incorporate additional long‑tail keywords, but focus on readability and persuasion. Use short paragraphs or formatting like bullet lists to break up text. A well‑written description not only satisfies A9 but also builds trust with shoppers.

Best Practices at a Glance

  • Front‑load primary keywords in your title and keep it concise.
  • Use a feature-benefit structure in your bullet points and integrate secondary keywords.
  • Write descriptive copy that highlights benefits and uses natural language.
  • Avoid keyword stuffing and repetition; quality and relevance matter more than quantity.
  • Support your copy with high‑quality images and, if available, A+ Content.

Optimising these three components elevates your product in search results, improves click‑through and conversion rates and lays a solid foundation for generative AI to understand and recommend your listing.

Avoid the temptation to stuff your title with every possible keyword. Amazon limits titles to about 200 characters and bullet points to 500 characters each. Use this space to communicate benefits clearly. Reserve synonyms, alternative spellings and competitor names for your backend search terms. Finally, test variations using Manage Your Experiments. Sometimes a small tweak-a reordered phrase or more benefit‑led language-can lift your click‑through and conversion rates.

Follow Amazon’s length guidelines: Keep titles under 200 characters, bullet points under roughly 500 characters each and descriptions within about 2,000 characters. Lead your title with the most important keyword, followed by key attributes like size, quantity or material. Use bullet points to highlight features and benefits, and expand on those points in the description. Avoid keyword stuffing; repetition doesn’t help and makes the copy harder to read.

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