How do I improve my Amazon listing performance?

Improving your Amazon listing performance comes down to four areas: discoverability, conversion, reviews, and advertising – and they need to work together rather than being treated as separate problems.

Discoverability is about making sure your listing appears when shoppers search for products like yours. That means thorough keyword research to identify the specific terms Amazon shoppers use, and placing those keywords strategically in your product title, bullet points, description, and backend search terms. Amazon’s search algorithm – A9 – prioritises relevance and sales velocity, so a listing that converts well will also rank better over time.

Conversion is about turning the shoppers who find your listing into buyers. The most important factors are high-quality images that show the product clearly from multiple angles and in context, a title that communicates the key benefits concisely, bullet points that address the specific questions and concerns a buyer has before purchasing, and a price that is competitive for the category. A+ Content – the enhanced brand content available to brand-registered sellers – can also significantly improve conversion rates by providing richer product information and brand storytelling.

Reviews are both a conversion factor and a ranking factor. Listings with more reviews and higher average ratings consistently outperform those without, all other things being equal. Building a systematic approach to requesting reviews from verified purchasers – within Amazon’s terms of service – is essential for long-term listing health.

Advertising through Amazon Sponsored Products can accelerate visibility for new or underperforming listings, but it works best when the listing itself is already optimised. Spending on ads to drive traffic to a listing that does not convert is an expensive way to learn what is not working.