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How do I optimise my product title, bullet points, and description?

Kelly

Account Performance Manager at Amersify

Introduction

Your Amazon listing is more than text — it’s your digital storefront and salesperson combined.

Every word in your title, key features, and description influences how your product ranks, how often it’s clicked, and whether shoppers trust it enough to buy.

Yet many brands still make the same mistakes: assuming they know their keywords, copying Google SEO principles, or writing like a brochure instead of a buying guide.

This article walks through exactly how to optimise your listings for visibility, compliance, and conversion using Amersify’s tested methodology.

1. Start with Keyword Data, Not Guesswork

Before writing a single line, identify the real search behaviour of your audience.

Use data, not intuition — Amazon search trends rarely match Google. A keyword with 10,000 searches on Google might have only 200 on Amazon (and vice versa).

Recommended Tools:

Helium 10 or Jungle Scout for search volume and keyword relevancy.
Amazon Search Query Performance (Brand Analytics) for verified keyword performance.
Amazon’s auto-suggest bar to spot trending search terms.

💡 Amersify Tip:

Don’t assume you know how shoppers describe your product. Use Helium 10’s “Magnet” and “Cerebro” tools to validate your assumptions.

Cover All Stages of the Awareness Funnel:

Top-of-Funnel: Generic search terms (e.g. “moisturiser for dry skin”).
Mid-Funnel: Feature-specific searches (e.g. “vegan face moisturiser”).
Bottom-Funnel: Branded or intent-heavy terms (e.g. “Amersify moisturiser 50ml”).

Good keyword coverage touches all three — awareness, consideration, and decision.

2. How to Optimise Your Product Title

Your title is the most powerful SEO element on your product detail page. It’s indexed heavily by Amazon’s algorithm and drives click-through rate in search results.

Best Practices:

✅ Put primary keywords at the start.

✅ Stay under Amazon’s 200-character limit (some categories restrict to 150).

✅ Include brand name, product type, key feature, and variant/size.

✅ Do not use other brand names — Amazon will not index them, and doing so risks suppression for trademark violation.

✅ Avoid keyword stuffing. Make it readable, scannable, and natural.

Example Format:

Brand + Product Type + Key Feature + Variant/Size + Benefit

Example:

Amersify Naturals Vitamin C Serum – Brightening Face Serum with Hyaluronic Acid, 30ml – Restores Radiance and Hydration

💡 Amersify Tip:

The goal of your title is not poetry — it’s clarity. Shoppers should understand what it is, what it does, and who it’s for within seconds.

3. How to Optimise Your Bullet Points (Key Product Features)

Your Key Features section (commonly called bullet points) is both a conversion driver and an SEO asset.

Amazon indexes keywords here, but that doesn’t mean it’s just a list of phrases. Each point should be feature-led, informative, and engaging — explaining what the product is, why it’s different, and answering shopper questions before they ask them.

Structure for Each Bullet Point:

Capitalised Lead Phrase: A bold claim or feature (e.g. HYDRATES ALL DAY LONG)
Supporting Detail: How or why it does that (e.g. Powered by natural hyaluronic acid for long-lasting moisture without residue.)

Best Practices:

✅ Write five bullet points — Amazon indexes all five.

✅ Include secondary keywords naturally.

✅ Keep each under 250 characters for mobile readability.

✅ Answer key buying questions (who it’s for, how it works, why it’s better).

✅ Only make claims that can be substantiated (e.g. certifications, awards, testing). Unsupported claims can trigger listing suppression.

💡 Amersify Tip:

Think of bullet points as your digital salesperson. They don’t just rank — they convert.

4. How to Write a Product Description That Converts

Your description (or A+ Content if Brand Registered) should build trust, clarity, and emotional connection.

Focus on how your product solves the customer’s problem and what makes it credible. Avoid fluffy claims — Amazon’s content moderation is strict, and unsupported superlatives can lead to removal or suppression.

Structure for Effective Descriptions:

Problem Statement: Acknowledge the customer pain point.
Solution & Benefits: How your product solves it.
Proof or Credibility: Include verified claims (e.g. Dermatologically tested, Certified Organic).
Call to Action: Reassure the shopper to buy confidently.

Example:

“Tired of dull, tired skin? Amersify Naturals Vitamin C Serum restores glow with dermatologist-approved ingredients. Clinically tested for brightness and hydration — your daily essential for radiant skin.”

💡 Amersify Tip:

Amazon no longer supports HTML formatting in product descriptions. Keep it clean, short, and naturally structured.

5. Back-End Keywords & Indexing

In Listing → Keywords tab, Amazon allows hidden “Search Terms” for indexing.

Guidelines:

✅ Use up to 249 bytes (roughly 200 characters).

✅ Exclude words already used in visible copy.

✅ Add variations, common misspellings, and synonyms.

✅ Avoid competitor names or trademarks — it’s against Amazon policy and can trigger suppression.

✅ Use data-backed keywords from Helium 10 or Brand Analytics, not assumptions.

💡 Amersify Tip:

Your back-end keywords are your catch net — use them to capture long-tail searches your visible copy can’t.

6. Common Mistakes to Avoid

❌ Using other brand names — You’ll gain no SEO benefit and risk suppression.

❌ Making unverified claims — Amazon requires proof for anything health-, performance-, or award-related.

❌ Keyword stuffing — It lowers readability and ranking quality.

❌ Copying Google SEO logic — Amazon search behaviour is intent-driven, not informational.

❌ Neglecting mobile optimisation — 70%+ of traffic reads bullet points first on mobile.

💡 Amersify Tip:

Amazon’s new AI search assistant, Rufus, prioritises listings that clearly explain how a product is used and what problem it solves. Add natural usage context into your copy — e.g. “Apply daily to clean, dry skin” — to help Rufus surface your product in relevant queries.