How to Create an Amazon Listing

By | February 3, 2024

As a new FBA seller, you have a lot on your mind. Once the basics, such as setting up a company and selecting FBA products, have been completed, there are still many more tasks waiting. In our FBA instructions we have summarized the most important steps for you. Today we’ll take a closer look at one particularly important one: the creation of your Amazon listing.

What is an Amazon (FBA) listing?

According to topb2bwebsites, the Amazon FBA listing is the offer page that is created for each product in the Amazon catalog. Ideally, customers will find all relevant information about the product in question and be persuaded to purchase it. But the listing is not only relevant for customers, but also for Amazon’s algorithm. Based on the information in the listing, the search engine finds out whether your product matches the customer’s search query. Whether and how well it is placed depends on many other factors in addition to the listing, for example user signals such as the click-through rate.

Components of an Amazon listing:

  • Product photos and videos
  • Product title
  • Bullet Points
  • Product description or A+ content
  • Stored product attributes & properties (dimensions, components, etc.)
  • Backend keywords
  • Reviews

Why is it so important to create a good FBA listing?

The importance of the listing for your success as an Amazon seller is enormous. The reason is that, as mentioned, the listing serves two purposes.

Task 1: The listing should and must convince your target customers to buy. This only works if the interested party finds all relevant information and the listing provides a good impression of the features and quality of the product. A listing with blurry product images, a product title that may only include the model number, and no reviews will have a hard time convincing the customer to buy. The chances are much better if the customer can zoom into the image, see all of the product’s USPs at a glance and numerous reviews show that it is a high-quality product.

Task 2: The keywords used in the product title and bullet points of your product listing are important for Amazon’s A9 algorithm. Only when the search engine recognizes what kind of product it is can it determine whether it is relevant to a search query. With an optimized listing, you not only make shopping easier for the customer, but also make the algorithm’s work easier – and that is rewarded.

An ideal Amazon listing finds the perfect mix between customer orientation and search engine optimization. And you as a seller benefit twice from this. Ideally, an optimized listing means that the customer and search engine are satisfied – and if this boosts your sales, that is another important signal for the algorithm. The result: better rankings, even more sales and a happy seller.

Creating a listing on Amazon: The most important rules & guidelines

Of course, a seller cannot do as he or she wants in an Amazon listing. Instead, there are a few rules to follow. The length limitations that exist for the individual elements are particularly relevant. A product title on Amazon can have a maximum of 200 characters (including spaces), and the bullet points can have a maximum of 1000 characters in total.

It’s best to take a look at the Amazon style guides before or during the creation of your FBA listing . In it, Amazon records information about recommended and prohibited options on the product detail page.

Other important guidelines:

Of course, a seller cannot do as he or she wants in an Amazon listing. Instead, there are a few rules to follow. The length limitations that exist for the individual elements are particularly relevant. A product title on Amazon can have a maximum of 200 characters (including spaces), and the bullet points can have a maximum of 1000 characters in total.

It’s best to take a look at the Amazon style guides before or during the creation of your FBA listing . In it, Amazon records information about recommended and prohibited options on the product detail page.

  • No advertising phrases such as “free shipping”
  • No decorative symbols in the product titles

There are numerous other instructions in the style guides to follow, especially for product photos.

Instructions: How to create or optimize the optimal Amazon listing

Now that you know why an optimized listing is so important, let’s get into practice. Here you can find out everything about the 6 most important factors that make your listing successful!

Point 1: High-quality product photos

Always be aware that product photos are usually the first thing your target customers look at. You probably know this yourself: You search for something on Amazon, enter the term in the search field and land on the results page – what do you do then? Do you read the product titles first? Probably not, this is the second step after you have taken a closer look at the main image of the first few results.

So make sure that the main image of your product listing grabs the attention of your target group and motivates them to take a closer look at your product. But: always stay within Amazon’s guidelines or be prepared that your offer may be hidden.

When it comes to product images, always consider the mobile display. Text displays of the USPs are a great idea – but should also be easily readable in the Amazon app or mobile browser. In addition, Amazon’s style guides are now pretty strict about what is allowed when it comes to badges and text on the cover images.

Point 2: Conduct keyword research

With point 2 you would probably have expected us to take care of the product title, after all it is usually viewed after the main product photo. But this requires preliminary work first, otherwise you’ll just be poking around in the fog when it comes to title optimization.

In order to know how to optimize the further listing, you first have to find out how your target group searches for your product. A simple example: You sell a roasting pan on Amazon and call it that when you create the listing. You include the keyword in the title, bullet points and description – great. The problem: The number of people looking for a frying pan is probably significantly lower than those looking for a cooking pot. So if you forget this keyword in your listing, you are wasting great potential.

With keyword research you lay the foundation for an optimized listing and find out the most important keywords with the highest search volume. We recommend the Amazon tool Helium10 for both keyword research and creation.

Point 3: Optimize titles

The title is particularly important for your product listing. It will probably be taken into account by every user who deals with your product, is particularly relevant for the algorithm, must contain all relevant information and yet must not be too long.

This information should be included in your product title:

  • Brand name (and model number and name if applicable)
  • Product name
  • Short description (color, size, weight, material, etc.)

Make sure to create the product title in a user-oriented manner, but also to cover the most important researched keywords. Nobody wants to read a product title that contains all the keyword variants but no important information.

Point 4: Optimize bullet points

Since more and more customers are using Amazon mobile, i.e. via app or smartphone browser, the topic of bullet points is currently controversial among experts. On mobile, the bullet points are often only partially displayed and not particularly prominent. So you might think that the texts here are written more for the algorithm and less for the user – but keyword stuffing is still not recommended.

A few tips for your bullet points:

  • Try to find a uniform length for all bullet points (you have a maximum of 1000 characters available in total)
  • Capitalize the first word of each bullet point to draw your customers’ attention and emphasize features
  • If it suits your product and your listing, you can also use icons / emojis at the beginning of each bullet point
  • Repeat the main keyword from your product title and use other terms with high search volume

Here is an example of optimized Amazon bulletpoints:

  • MAGAZINE & NEWSPAPER HOLDER: The Bohemian country house style paper collector is suitable for storing magazines, periodicals, books & newspapers. Dimensions: 33x18x26 cm
  • UNIQUE DESIGN: The portable magazine rack is an eye-catcher in every home. The Magazine Holder combines design and organization – for every lover of boho home decoration.
  • HAND WOVEN: The magazine holder is made of wood and cotton. The rope was made around the wood using a knotting technique from the Orient.
  • BOHO STYLE: As a design element, it shines in the living room, children’s room, bathroom, bedroom or hallway. The newspaper rack makes every room cozy and storing magazines particularly easy.
  • PERFECT GIFT: The organizer makes an ideal wedding or housewarming gift. Due to its size of 33x18x26 cm, it is extremely space-saving and its boho-charming look brings great joy.

Point 5: Create product description & other listing elements

With the product title and the bullet points, you have already created two important elements of your listing. But there are other components and options that you should use.

  • Amazon product description: The product description is indexed by Amazon and Google – so you should include the most important keywords here too. Until some time ago it was possible to structure the description using HTML formatting. Now only continuous text with paragraphs is allowed. Include information in the description that did not find space in the bullet points, for example, and structure it sensibly using paragraphs and capitalization.
  • Backend keywords: These are a part of the Amazon listing that is not visible to prospective buyers. But the backend keywords are even more important for the Amazon algorithm and are the second most important in terms of indexing after the product title. Here you should enter all relevant keywords that have not yet been included in the listing. For example, misspelled or English-language keywords often find their place here, which would be more annoying in the visible part of the listing. However, do this carefully and with an eye on the search volume and think carefully about which keywords you want to enter in the limited space. You can use hyphens to cover multiple word combinations: for example, katzen-futter covers the keywords cats, food, cat food & cat food.
  • Product attributes: Amazon offers various options for providing information when creating a listing. You should take your time again for the product attributes and fill them out carefully. This includes information such as the scope of delivery, product dimensions and weight, country of origin, etc. Some of these fields are now mandatory. Additional documents, such as assembly instructions or data sheets, can now also be added to the listing.

Point 6: Create product in Seller Central

Now that you’ve created the listing in Helium10 or another program, it’s time to transfer it to Amazon’s Seller Central. The process for this is pretty self-explanatory and you can find it all under Inventory > Add New Product. Then select the appropriate category, enter all the required information, add the product photos and you’re done.


After many sellers have waited a long time, Amazon has finally introduced an option for A/B testing (a registered trademark is required). You can test different variants of product titles, product photos and A+ content and compare which variant performs best. Be sure to try this out for your listing – but always limit yourself to one element (e.g. just product title) in order to get meaningful results and derive measures.

Conclusion: Create an Amazon listing – the basis for your success

Using these instructions, you now know exactly what to pay attention to when creating your FBA listing. Take enough time for keyword research, creation and subsequent testing. Once the listing has been created and published, take a closer look at it again on all devices (desktop, app, mobile) and ask yourself:

  • Is all important information included?
  • Is everything easy to read in the mobile display?
  • Can the most important information be seen in the title on all devices (note different lengths)?

Creating an Amazon listing is an ongoing process. Adjustments and optimizations are always necessary, for example in order to react to innovations at Amazon or changes in search behavior.

How to Create an Amazon Listing