Amazon Listing Optimisation Checklist 2026

How to use this checklist

Work through each section for every new listing before you launch, and revisit existing listings quarterly. Amazon's A10 algorithm in 2026 rewards listings that do three things well: clearly match shopper search intent, convert at a high rate, and maintain operational health. This checklist covers all three areas.

Section 1: Title Optimisation

Primary keyword in first 80 characters — Amazon truncates titles on mobile at ~80 characters. Your most important keyword and product identity must appear before the cut. Title follows format: Brand + Key Feature + Product Type + Size/Quantity + Secondary Keyword — this structure scores well on both relevance and readability. No keyword stuffing — titles that read unnaturally hurt click-through rate. Real shoppers are reading this. Title length: 150–200 characters — long enough to include key terms, short enough to be readable. No promotional language in title — Amazon prohibits "best", "sale", "#1", "free shipping" in titles.

Section 2: Images

Main image: white background, product fills 85% of frame, 1500×1500px minimum — enables zoom, passes Amazon's requirements, performs best in A/B tests. All 7 image slots used — listings with 7 images consistently outperform those with fewer. At least 2 lifestyle images — showing the product in use answers the question "will this work for me?" At least 1 infographic image — highlights key specs and benefits visually. Particularly effective for technical products. Size/scale reference image — especially important for physical products where size is often misunderstood. Video added if Brand Registered — video listings see significantly higher conversion rates and are still underused by most sellers.

Section 3: Bullet Points

Each bullet leads with a customer benefit, not a feature — "Stays cold for 24 hours" not "Double-wall vacuum insulation". Apply the "so what?" test to every bullet. Secondary keywords distributed naturally across bullets — don't force them, but include them where they fit organically. Each bullet under 200 characters — truncated on mobile. The key message must be in the first 100 characters. First bullet addresses the most common customer concern — check your reviews and Q&A for what buyers are most worried about. Put that first. Avoid ALL CAPS, symbols, or excessive punctuation — Amazon can suppress listings for formatting violations.

Section 4: Backend Search Terms

Backend field uses all available 250 bytes — don't leave keyword indexing capacity unused. No repeat of words already in title, bullets, or description — Amazon only indexes each word once. Repeating wastes byte capacity. Includes synonyms, misspellings, and alternate phrasings — the backend is the right place for common misspellings and informal names for your product type. No punctuation, no commas — use spaces only between keywords. Commas and punctuation waste bytes.

Section 5: A+ Content (Brand Registered sellers only)

A+ Content published for all main products — sellers without A+ Content are leaving conversion rate improvement on the table. Includes a comparison chart with your own product range — helps buyers find the right variant and keeps them on your listings rather than clicking away. Brand Story published — builds trust and brand recognition across all your listings simultaneously.

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Amazon Listing Optimisation Checklist for 2026