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Create Listing on Amazon: an In-Depth Guide

When becoming an Amazon seller, you'll need to either add your product to an existing listing, or create a new one. The process of creating a new listing includes several crucial steps, like analyzing competitors’ listings, compiling essential keywords, and writing a product description, title, and bullet points. A high-quality listing can help with both improving organic visibility of a product and ensuring that it sells efficiently.

In this article, we’ll discuss what makes a quality product listing and how to create one.

Amazon’s Listing Structure

When you’re creating a product listing on Amazon, it's essential to understand each component's role and where it appears on the page. A well-structured listing not only provides vital information to potential buyers about your product, but also improves its visibility among search results. Let's break down the key parts of a quality listing:

Product Title

The product title is the first thing customers see when they find your listing. The title appears at the top of the product page and in search results. A good title should tell the customer exactly what the product is, including the brand, the product’s key features, and any other critical attributes (like size or color). It should be clear, descriptive, and include the main keywords needed to enhance search optimization.

For example: HydroPeak 32oz Stainless Steel Water Bottle - Vacuum Insulated, Leak-Proof, Double-Walled, Keeps Drinks Cold For 24 hrs - BPA Free, Blue.

This title describes the key attributes of the water bottle effectively. Here are the main criteria for a good and informative title illustrated by this example, as noted by experienced sellers:
  • No Symbols or Emojis: The title is clear and professional. This approach enhances readability and helps prevent any potential confusion for customers.
  • No All-Caps: Avoiding all-caps keeps the tone of your title friendly and informative, without giving the impression of shouting.
  • No Promotional Phrases: The title describes features without promotional language, which adheres to Amazon's guidelines.
  • Character Limit: Keep the word count of your title under 150 characters to ensure that it’s easy to scan quickly. This makes it easier for customers to understand the product's key points.
  • Capitalization: Capitalizing the first letter of each word makes the title stand out and improves readability.
Additionally, you can see that the main keywords are included in the beginning of a title. In this case, "HydroPeak" is a brand name keyword that helps to build brand recognition. Also, keywords like “Stainless Steel Water Bottle”, “Vacuum Insulated”, and “Leak-Proof” ensure that the product appears in searches related to these features.

Product Images

Images appear on the left side of the product page, above the fold. They are crucial for showcasing your product's appearance, features, and quality.
Amazon provides technical requirements for product and category images. For example, you should upload images 500 px to 10,000 px on their longest side, and photos must be provided in JPEG (.jpg or .jpeg), TIFF (.tif), PNG (.png), or non-animated GIF (.gif) file formats.

The platform allows multiple images, as well as video uploads, so use this opportunity to show your product from different angles, while it’s in use, and display each variation.

Edit photos carefully with the help of special software in order to enhance your images, ensuring they look professional and adhere to Amazon's image requirements. Remember, high-quality, clear photos can significantly impact a customer's decision to purchase your product.

Bullet Points

Bullet points appear under the product title and price, offering a quick overview of your product's key features. This section is your chance to highlight what sets your product apart. In addition, you can incorporate relevant keywords into each bullet point, as this section helps to organically promote Amazon products among search results. Effective bullet points are concise, easy to read, and focused on the value the product will offer the customer.

Here are the Amazon’s main requirements for bullet points:

1. Maximum amount: 5 bullet points/500 characters each, to highlight characteristics of your product.

2. Bullet points should be consistent in length, neither too brief nor too long.

3. Promotional language should be avoided, including price, sales, and discount information.

Here are best practices to follow:

1. Keep bullet points within 150-200 characters to capture users’ attention more effectively.

2. Highlight the most important points either by using square brackets or by CAPITALIZING the first few words of each bullet point.

For example:
  1. [Temperature Retention] Keeps beverages cold for up to 24 hours, or hot for up to 12.
  2. [Leak-Proof Security] The secure cap prevents spills and leaks, making this bottle perfect for travel and outdoor activities.
  3. [Durable Material] Made with high-quality, food-grade stainless steel, resistant to rust and corrosion.
  4. [Eco-Friendly] BPA-free and reusable, reducing plastic waste.
  5. [Convenient Design] 32oz capacity with a slim design fits most car cup holders.
These bullet points are effective for several reasons:
  • Clear Benefits: They highlight the product's primary advantages, such as the ability to keep beverages cold for 24 hours, or hot for 12.
  • Functionality and Convenience: The mention of the secure cap preventing spills and leaks makes this item appealing to a specific customer base.
  • Quality and Safety: Stating that the bottle is made from high-quality, food-grade stainless steel assures customers of its durability and safety.
  • Environmental Responsibility: The bullet point about the bottle being reusable and reducing plastic waste taps into the growing consumer trend of environmental consciousness among buyers.
  • Design and Compatibility: Highlighting the 32oz capacity and slim design that fits most car cup holders addresses practical concerns about the product's size and portability, assuring customers that this product is designed for convenience and ease of use.
Try to highlight benefits from different angles in order to make the product more appealing to a wider audience.

Product Description

Found further down the product page, the product description provides a more detailed look at your product. This is your space to go more in-depth about the item's features, usage, and any additional information not covered in the bullet points. A well-written description can answer potential questions, alleviate concerns, and inform customers that your product meets their needs.

Here are Amazon main requirements for creating a product description:
  • Don’t exceed a character limit of 2,000 symbols.
  • Use short sentences.
  • Highlight the ways people can use the product.
  • Don’t include your seller name, website URL, or company information.
  • Don’t use promotional language such as “sale” or “free shipping”.
For instance:

Discover the ultimate hydration companion with the HydroPeak 32oz Stainless Steel Water Bottle. Designed for active individuals, this bottle features cutting-edge vacuum insulation to keep drinks ice-cold or piping hot for hours. Crafted from durable, food-grade stainless steel, this bottle is your eco-friendly solution to ensure that you stay hydrated without compromising on style or functionality. Whether you're hitting the trails, heading to the office, or just staying active, the HydroPeak bottle's leak-proof design and convenient size make it the perfect accessory for any adventure.

Why is this a good description?
  • The description speaks directly to people who like to stay active, making it clear to whom this product is targeted.
  • It highlights important features like keeping drinks hot or cold, being made from durable and safe materials, and preventing leaks.
  • This description shows that the product is eco-friendly, appealing to users who care about the environment.
  • It informs buyers that the bottle is great for a variety of activities, from being active outdoors to working in the office, and is useful for anyone.
  • It assures customers that this product is both stylish and practical.
This description combines an exciting introduction with clear details on why the bottle is a great choice, making it appealing to buyers.

By incorporating keywords that you haven’t included anywhere else in your listing, this can also boost your product's visibility among search results and help you attract a more specific audience and potentially, increasing traffic and sales.

Backend Keywords

Backend keywords are not visible on the product page but play a crucial role in how your product listing is found. These are the keywords you add through the backend of your Amazon Seller Central account. They help Amazon's algorithm understand what your product is and when to display it in search results. Think of these as SEO keywords, crucial for improving your product's visibility to potential buyers who are searching for items like yours.

You can include words that were not used in any other parts of your listing. However, avoid misrepresenting your product with your backend keywords, as this can result in immediate penalties from Amazon.

Here are Amazon’s main guidelines for using backend keywords:
  • Note the limit of 250 bytes (not characters).
  • Don’t add any punctuation marks between your backend keywords or phrases.
  • Don’t use irrelevant keywords.
  • Avoid repetition.
  • Avoid brand identifiers.
For example:
insulated stainless steel drink bottle leak proof travel BPA-free

These backend keywords will work well for several reasons:
  • Each keyword is closely related to the product, accurately describing its features and functions. This ensures that the product appears in relevant search queries.
  • These keywords cover a broad range of potential search terms that customers might use, like "insulated" to ensure temperature retention and "eco-friendly" for those environmental concerns.
Each of these components plays a vital role in the effectiveness of your Amazon product listing. Follow the step by step tips above to help improve your product's visibility, highlight its appeal to customers, and ultimately increase your sales.

Preparing Your Listing

Creating a compelling Amazon listing involves several crucial steps. Each part of this process is designed to enhance your product's visibility and appeal to potential buyers. Let's delve into how to craft each section of your listing effectively.

Research Keywords

Keywords are the foundation of a successful Amazon listing. They help your product appear among search results when customers are looking for items like yours. Start by utilizing the AMZScout Keyword Research Tool and Google Trends. These can help you identify high-traffic keywords related to your product, providing insights into what potential customers are searching for.

Here are brief instructions for using the AMZScout Keyword Research Tool:

1. Sign up for AMZScout: Register and start your own free trial with AMZScout's Keyword Research Tool.

2. Type in the related keywords: Enter any terms associated with your product. You can try several options, like “rug” or “carpet” to expand your search. You will receive a list of queries containing the keyword or key phrase you’ve entered, along with the search volume for each.

3. Finalize your list: Pick the most relevant keywords for your product listing. Prioritize those with high search volume but lower competition to maximize visibility and attract targeted traffic.

Consider Trends

Observing trends can help you choose an idea for a product that will sell well. Consider using a free tool from Google Trends for this task. Here’s how:

1. Visit Google Trends: Go to the Google Trends website.

2. Search for keywords: Enter any keywords that are related to your product categories as you start your research.

3. Analyze trends: Examine the popularity and seasonality of each keyword. Look for patterns over time to understand how buyers’ interest in these keywords has changed.

4. Refine your selection: Choose keywords that show a consistent or growing trend, indicating ongoing or increasing interest from users

Preparing a listing is a long but important process for your product's success. To avoid costly mistakes and save time on writing text for a listing, you can use specialized services like Sellerhook, whose experts can compile a list of effective keywords and craft headings, bullet points, and product descriptions, allowing you to devote time and energy to marketing your product.

Optimize Your Amazon Listings with Expert Help

To improve your listing's organic ranking, get more clicks, and save time, consider using listing creation services like those from Sellerhook. Their experts will choose the best keywords and create a complete listing that includes a title, bullet points, and a description to attract more visitors and increase your sales potential.

Using this service is straightforward and involves just a few simple steps:

1. Start an order: Go to Sellerhook's website, enter your email address, and submit payment to begin your order.

2. Complete a survey: Include details like the name of your product, the selling country, a photo of your product or a similar one, and other important info.

3. For Existing Amazon Products: If you're already selling on Amazon, include your product's link. Tell Sellerhook what you'd like to change or improve in your listing.

4. For New Products: If you haven't started selling yet, provide as much detail as you can. Share links to similar products, mention any variations, and indicate whether the product is available for individual sale or part of a bundle.

5. Get your listing materials: After entering your contact info, you'll receive a complete listing including the title, bullet points, keywords, and description, in 10 business days.

You can also check out a sample listing before finishing all of the steps and placing your order. Just provide your email address to receive a free preview.

So, you don't have to be an expert in SEO writing in order to post an effective listing. Let the professionals at Sellerhook take care of it and they'll ensure your listing is well-crafted and optimized.
Receive Your Own Amazon Listing Optimization Report

Tips for Success on Amazon

Achieving success on Amazon involves more than just listing your products. It also requires a strategic approach to ensure that your listings stand out and attract customers. Here are some essential tips to help you succeed:
Optimize Your Listings with AMZScout’s Listing Builder
Utilizing tools like the AMZScout Listing Builder can significantly enhance the quality and effectiveness of your product listings. This tool recommends the best keywords and helps you craft compelling titles, bullet points, and product descriptions. Making sure your listing is fully optimized increases the likelihood that customers will find and buy your product.
Stay Compliant with Amazon's Guidelines
Amazon has strict guidelines that sellers must adhere to, and failing to comply can result in the removal of your listing. Make sure you're familiar with Amazon's guidelines regarding product listings and images to avoid any issues that could jeopardize your selling.
Utilize Enhanced Brand Content (EBC)
Amazon's Enhanced Brand Content feature allows sellers with registered brands to add rich content to their product descriptions, including images, text placement, and more. EBC helps tell each brand's story and showcase products in a more engaging way, potentially increasing conversion rates and boosting sales.
Leverage Amazon Advertising to Boost Visibility
Investing in Amazon Advertising can significantly increase the visibility of your products. Options like Sponsored Products, Sponsored Brands, and Sponsored Display ads allow you to reach more potential customers by appearing in prominent positions among Amazon's search results and product pages. Use ads to bring more people to your products and sell more. A well-prepared ad campaign can also naturally increase your organic positions.

Follow these tips and remember that you need to improve not only your listing but also your overall selling process. For example, utilizing Amazon's FBA program can boost your sales in all countries, especially in the USA.


Once you have a deeper understanding of. how to create a listing on Amazon, the process may seem simple, but the details still matter. Quality text and images can make your product easier to find, build trust with buyers, and lead to more sales. Use Amazon's tools or expert assistance, improve your listings, follow the rules, and achieve success on Amazon.

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