Amazon listing optimization, A+ Content and Brand Store design.
We write, shoot and test Amazon listings for brand owners, using the same process we run on our own Professional Seller accounts with Brand Registry.
Keyword research starts in Brand Analytics, especially Search Query Performance, so we build around what shoppers actually search and click, not a tool's guess. From there we structure titles and bullets inside your category style guide, fill backend search terms, plan an image stack that answers buyer questions in order, and design A+ modules and a Brand Store that carry the sale further. Then we test changes in Manage Experiments and watch conversion rate by ASIN in Business Reports, so every rewrite has to prove itself with real shoppers.
Questions this page answers
- How do I do keyword research for an Amazon listing?
- What are the Amazon main image rules?
- Is A+ Content worth it and what modules should I use?
- How do I run an A/B test on an Amazon title or main image?
- What should go in Amazon backend search terms?
- Who designs an Amazon Brand Store?
Step 1 of 2
How can we help you get found?
Next: name, email and budget. That’s it.
Where Amazon listings pays off, and where it stalls.
An Amazon listing has two jobs. It has to be indexed for the terms shoppers type, which depends on the title, bullets, backend search terms and attributes, and it has to convert the shopper who lands on it, which depends on the main image, price, reviews, the image stack and A+ Content. Amazon ranks listings partly on how well they convert for a given search, so the two jobs feed each other. A listing that ranks but does not convert slides back down. A listing that converts but is not indexed never gets the traffic.
Most listings we review were written once at launch and never touched again. Titles are stuffed with repeated keywords that break the category style guide, bullets read like a spec sheet, backend terms repeat words already in the title, and the image stack is six angles of the same product on white. A+ Content, if it exists, was built from a template without a plan. Nobody checks Search Query Performance to see where impressions turn into clicks and where clicks fail to turn into purchases, so changes are made on opinion and nobody measures whether they helped.
We start with data: Brand Analytics Search Query Performance and Top Search Terms for your ASINs and category, plus the Search Term report from your ads. That tells us which terms matter and where the funnel leaks. We then rewrite the title and bullets inside the category style guide, fill backend terms with what the front end does not cover, plan the image stack around buyer objections, and build A+ modules and a Brand Store that answer the next question. Where the listing qualifies, we run changes through Manage Experiments and keep the version that wins.
Feeds it
- Brand Analytics
- Search Query Performance
- Search Term report
- Customer reviews
- Category style guides
It feeds
- Titles and bullets
- Backend search terms
- Image stack
- A+ Content
- Conversion rate by ASIN
Every connection is built on your accounts and documented, so the data survives any change of vendor.
Amazon listing optimization and A+ Content, scoped to the result.
Keyword research from Brand Analytics
We map Search Query Performance, Top Search Terms and your ad search terms into a primary, secondary and backend term plan for each ASIN, ranked by purchase share rather than raw volume.
Title, bullets and backend terms
Copy written inside your category style guide, with the leading term early in the title, bullets that answer real buyer questions, and backend search terms that add coverage without repeating the front end.
Image stack and product photography
A main image that meets Amazon rules on a pure white background, then lifestyle, scale, infographic and comparison images planned in order around what stops a shopper from buying.
A+ and Premium A+ Content
A+ module layouts, comparison charts across your catalog and brand story content, with Premium A+ modules where your account is eligible, all written for mobile first.
Brand Store design
A Brand Store organized by how shoppers choose, with category pages, best sellers and new products, built to be the landing page for Sponsored Brands and off-Amazon traffic.
Manage Experiments testing
A/B tests on titles, main images, bullets and A+ Content for eligible ASINs, with results read on conversion rate and units per unique visitor before anything becomes permanent.
Where Amazon listings setups break.
The problems we are most often hired to fix, in the order they tend to cost money.
Keyword stuffed titles
Titles that repeat keywords or break the category style guide can be suppressed or rewritten by Amazon, and on mobile they bury the one phrase a shopper needs to see to click on the listing.
A main image that breaks the rules
Props, text, badges or an off white background on the main image can get a listing suppressed from search. A compliant but badly cropped main image quietly loses clicks to every competitor on the page.
Writing from tools, not Brand Analytics
Third party keyword volumes are estimates. Search Query Performance shows your actual impression, click, cart and purchase share by term, which is what separates terms worth ranking for from terms that only look big.
Changing everything at once
Rewriting the title, images and A+ Content in one day makes it impossible to know what helped. Without Manage Experiments or a clean before and after read in Business Reports, a good change and a bad one cancel out.
Amazon listings, wired into the rest of the business.
Helium 10
Tracks indexing and organic rank on the terms each listing is written around.
Keepa
Sales rank history shows whether a listing change moved sales, not just traffic.
Adobe Photoshop
Main image cleanup to a pure white background and infographic production for the stack.
Figma
A+ module layouts and Brand Store wireframes reviewed with your team before upload.
Canva
Editable image templates your team can reuse for new variations and seasonal updates.
Google Sheets
Keyword maps, flat file staging and the change log for every listing edit.
From audit to running it.
Audit.
We pull Search Query Performance, Business Reports and the Search Term report, review every listing against its category style guide and image rules, and rank ASINs by the revenue a fix could move.
Build.
New keyword plans, titles, bullets and backend terms, a planned image stack with photography where needed, A+ and Premium A+ modules where eligible, and a Brand Store built around how shoppers choose.
Connect.
Listing changes go live through Seller Central or flat files with a dated change log, and we align ads and the Brand Store so paid traffic lands on the updated content.
Test and hand over.
We run Manage Experiments where ASINs qualify, read conversion rate by ASIN before and after, keep the winners, and hand your team the source files, keyword maps and style notes.
A good fit
- Brand owners with Brand Registry whose listings were written at launch and never revisited.
- Brands with traffic in Business Reports but a conversion rate that trails what the category should support.
- Sellers launching new ASINs who want keyword plans, images and A+ Content built right the first time.
- Teams that want tested changes and a change log, not a one-time rewrite and a hope.
Probably not a fit
- Resellers without Brand Registry cannot publish A+ Content, Brand Stores or Manage Experiments, so most of this work is unavailable to them.
- Products with serious quality or review problems need product fixes first; better copy will not hold conversion for long.
- Brands that only need a single product photo shoot may be better served by a studio directly.
Pricing, plainly.
Editing listings in Seller Central carries no Amazon fee. A+ Content, Brand Stores and Manage Experiments are included for brand owners enrolled in Brand Registry, and Premium A+ is offered at no charge to brands that meet Amazon's eligibility requirements. Your costs are the work itself: research, copy, design and photography. We scope after a short call and a look at your catalog, then quote a fixed project for a set of priority ASINs, including keyword plans, copy, image stack, A+ Content and Brand Store where needed. Ongoing testing and catalog upkeep can continue as a monthly retainer, month to month after an initial term.
Amazon listings by business type.
- Product brandsMarketing agency and e-commerce builder for product brands: headless Shopify storefronts, Amazon Brand Registry and listings, Klaviyo, ads tracked to orders.
- Beauty and skincare brandsA skincare marketing agency for beauty brands selling on Amazon, TikTok Shop and Shopify: creator content, MoCRA-aware claims, sampling and replenishment.
- Supplement brandsA supplement marketing agency running Amazon and Shopify as one system: compliant claims, TIC testing, subscriptions, creators and paid media that hold margin.
- Home and kitchen brandsHome goods marketing and Amazon agency work for home and kitchen brands: listings, bundles, Vine launches, Wayfair and Target Plus, Shopify and Q4 planning.
- Apparel and fashion brandsA fashion ecommerce and apparel marketing agency for DTC and Amazon brands: Shopify stores, Meta creative, Klaviyo flows and fit data that cuts returns.
- Outdoor and sporting goods brandsAn outdoor brand marketing agency for gear makers selling DTC, on Amazon and through dealers: seasonal media, reviewer programs, MAP discipline and ad policy.
Reading on Amazon listings.
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Amazon SEO: How Amazon Search Ranks Products and What to Do.
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Amazon A+ Content is the image and text section below the bullets that brand owners enrolled in Brand Registry can add to their detail pages at no charge.
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Amazon A+ Content: Modules, Specs, Approval and Testing.
A+ Content is the part of an Amazon detail page most brands build once and never touch again. Here is how we plan, build, get approved and actually test it on our own listings.
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The Amazon main image must show the product on a pure white background, filling most of the frame, with no added text, logos, badges or props that are not included in the sale.
E-commerce · 10 min read
Amazon Product Photography: Main Image Rules and the Full Stack.
Your images are the listing. Most shoppers decide from the main image in search and the image stack on their phone before reading a word. Here is the image set we build for our own products, and how we test it.
Read
Hiring help with Amazon listings.
- Do you sell on Amazon yourselves?
- Yes. We run our own Amazon Professional Seller accounts with Brand Registry, write our own listings, build our own A+ Content and Brand Stores, and test changes in Manage Experiments. The keyword and image methods on this page are the ones we use when our own money is on the line.
- What are the Amazon main image rules?
- The main image must show the actual product on a pure white background, with no added text, logos, badges, borders or props that are not included in the sale, and the product should fill most of the frame. Some categories add their own rules, so we check the category style guide before every shoot and every upload.
- Is A+ Content worth doing?
- For most brand-registered products, yes. A+ Content sits below the fold, where shoppers who are close to buying go to answer remaining questions, and comparison modules can move buyers to the right product in your catalog. Its value depends on content that answers real objections from reviews and questions, not on filling every module with lifestyle photos.
- What goes into backend search terms?
- Terms shoppers use that do not fit naturally in the title or bullets: synonyms, alternate spellings, other languages common in your market and use cases. Words already on the listing do not need repeating, and brand names you do not own, subjective claims and temporary terms like new or on sale do not belong there. There is a byte limit, so every word must earn its place.
- How does Manage Experiments work?
- It splits shoppers between two versions of a title, main image, bullets, description or A+ Content on the same ASIN and reports which one sold more per unique visitor. It needs Brand Registry and an ASIN with enough recent traffic to qualify. Tests typically run for several weeks, and we let them finish rather than calling a winner early.
- Can you shoot the product photography?
- We plan the full image stack, write the shot list and infographic copy, and produce the finished images. Studio photography is shot with photographers we direct, or from product you send us, and every main image is checked against Amazon rules before it goes live.
Let’s get Amazon listings working for you.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.