Amazon listing optimization is the strategic process of improving your product titles, bullet points, images, A+ content, and backend keywords to increase visibility in Amazon search results and convert more browsers into buyers. A fully optimized listing typically delivers 25-40% higher conversion rates and significantly lower PPC costs through improved relevance scores.

At Kocak Consultancy, we've optimized listings across 500+ parent SKUs for 30+ brands, generating over $50M in revenue. We don't just tweak keywords—we build listing systems that compound organic visibility while protecting margins.

In this guide, you'll learn:

• How Amazon's A10 algorithm ranks products in 2025-2026

• Title, bullet point, and backend keyword optimization strategies

• A+ content best practices that drive conversions

• Common listing mistakes that tank your rankings

• How to measure and iterate on listing performance

How Amazon's A10 Algorithm Works in 2025-2026

Amazon's search algorithm has evolved significantly from the original A9 system. The A10 algorithm prioritizes customer satisfaction, seller authority, and conversion performance over pure keyword matching and ad spend.

Key Ranking Factors for Amazon A10

Understanding what Amazon's algorithm values helps you prioritize optimization efforts:

Relevance Factors:

• Keywords in title, bullet points, and description

• Backend search terms and product attributes

• Category and subcategory placement

• Semantic keyword matching (context matters, not just exact match)

Performance Factors:

• Click-through rate (CTR) from search results

• Conversion rate (unit session percentage)

• Sales velocity and organic order volume

• Customer reviews and ratings

Authority Factors:

• Seller feedback and account health metrics

• Order Defect Rate (ODR) and late shipment rate

• External traffic from Google, social media, and influencers

• Brand authority and repeat purchase behavior

Pro Tip: The A10 algorithm now weighs organic sales more heavily than PPC-driven sales. Listings that convert well organically get compounding visibility benefits over time.

What Changed from A9 to A10

The shift from A9 to A10 represents a fundamental change in Amazon's ranking philosophy:

This evolution means that well-optimized listings with strong organic conversion rates now have a significant advantage over competitors relying primarily on advertising to drive sales.

Product Title Optimization

Your product title is the most important on-page ranking factor and the first element shoppers see in search results. It must balance keyword optimization with readability.

Amazon Title Requirements (2025)

Amazon enforces specific title guidelines that affect all sellers:

• Maximum length: 200 characters for most categories

• No special characters: !, $, ?, _, {, }, ^, etc. (unless part of brand name)

• No word repetition: Same word cannot appear more than twice

• No promotional language: Avoid "best," "top-rated," "cheap," "on sale"

• Mobile display: First 80 characters show on mobile devices

Title Structure Formula

Follow this proven structure for maximum impact:

[Brand Name] - [Primary Keyword] [Key Feature] [Size/Quantity] [Benefit]

[Brand Name] - [Primary Keyword] [Key Feature] [Size/Quantity] [Benefit]

[Brand Name] - [Primary Keyword] [Key Feature] [Size/Quantity] [Benefit]

Example of optimized title:

BRAND - Waterproof Dog Training Pads, 50-Pack, Extra Large 28x34 inch, Leak-Proof Puppy Pee Pads for Crate, Playpen, and Whelping Box

What makes this effective:

• Brand name first (required by Amazon)

• Primary keyword immediately after brand

• Key differentiator (waterproof, leak-proof)

• Specific dimensions and quantity

• Multiple use cases for broader search matching

• Under 200 characters, readable on mobile

Title Optimization Best Practices

• Front-load critical keywords: Place your primary keyword within the first 50 characters

• Include decisive attributes: Size, color, quantity, material when relevant

• Address use cases: Multiple applications increase search matching

• Maintain readability: Write for humans, not just algorithms

• Avoid keyword stuffing: Amazon penalizes unreadable titles

Bullet Point Optimization

Bullet points (Key Product Features) appear prominently on the product detail page and significantly influence purchase decisions. Amazon allows up to five bullet points, and you should use all of them.

Bullet Point Structure Strategy

Each bullet should follow a benefit-first structure:

[CAPITALIZED BENEFIT HEADER] - [Feature explanation with supporting detail]

[CAPITALIZED BENEFIT HEADER] - [Feature explanation with supporting detail]

[CAPITALIZED BENEFIT HEADER] - [Feature explanation with supporting detail]

Example of optimized bullet point:

EXTENDED POWER FOR YOUR DEVICES - 30,000mAh capacity charges iPhone 15 up to 6 times, keeping you connected during long trips, camping, or power outages

The Five Bullet Point Framework

Structure your bullets to address different buyer concerns:

1. Bullet 1: Primary value proposition — Your main differentiator and who it's for

2. Bullet 2: Key benefit/pain point solved — The primary problem your product solves

3. Bullet 3: Features and specifications — Technical details that matter to buyers

4. Bullet 4: Quality/trust signals — Materials, certifications, warranty

5. Bullet 5: Additional uses or included items — Expand perceived value

Character Limits and Mobile Considerations

• Maximum: 500 characters per bullet (but aim for 200 or less)

• Indexed limit: A10 only indexes the first 1,000 characters across all bullets

• Mobile display: Bullets are truncated at approximately 400 characters on mobile

• Scannability: Most buyers read only the first few words of each bullet

Pro Tip: Start each bullet with a capitalized 2-5 word header, then follow with your explanation. This makes bullets scannable while still incorporating keywords naturally.

Backend Search Terms Optimization

Backend keywords (hidden search terms) expand your product's discoverability without cluttering your visible listing. Most sellers underutilize this powerful ranking lever.

Backend Keyword Requirements

Amazon provides specific fields for backend optimization:

Backend Keyword Best Practices

Do include:

• Synonyms and alternate terms (trainers vs. sneakers)

• Common misspellings and typos

• Regional variations (jumper vs. sweater)

• Related product terms for cross-discovery

• Long-tail phrases that don't fit in visible content

Do not include:

• Keywords already in your title or bullets (no duplication benefit)

• Competitor brand names (policy violation)

• Punctuation, quotes, or special characters

• Subjective claims ("best," "amazing")

• Temporary promotional terms

Optimizing the Search Terms Field

Maximize your 250 bytes by:

1. Using single spaces between words (no commas needed)

2. Removing duplicate words entirely

3. Including only singular or plural forms (Amazon matches both)

4. Prioritizing high-conversion terms first

5. Updating quarterly based on search term reports

A+ Content and Enhanced Brand Content

A+ Content (formerly Enhanced Brand Content) is available to Brand Registered sellers and can significantly increase conversion rates by adding rich media and detailed product information below the fold.

A+ Content Impact on Conversions

Data from multiple sources indicates that well-designed A+ Content delivers:

• 5-10% conversion rate increase on average

• Up to 20% increase for complex or premium products

• Reduced return rates through better product understanding

• Stronger brand perception and trust signals

A+ Content Best Practices

Content Strategy:

• Lead with benefits, not features

• Address common objections and questions

• Include comparison charts for product differentiation

• Use lifestyle images showing product in use

• Tell your brand story to build emotional connection

Technical Requirements:

• Use all available module slots (up to 7)

• Optimize images for mobile viewing

• Include alt text for accessibility and indexing

• Avoid promotional language or pricing information

• Keep text concise—A+ is visual-first

Module Selection:

• Hero image with text overlay

• Feature comparison chart

• Lifestyle/usage images

• Technical specifications table

• Brand story section

• FAQ module (addresses common questions)

Premium A+ Content

Premium A+ Content offers additional features for eligible brands:

• Video integration

• Interactive modules

• Enhanced comparison charts

• Expanded layout options

Premium A+ can drive even higher conversion rates but requires meeting Amazon's eligibility criteria.

Product Image Optimization

Images are often the deciding factor in purchase decisions. Amazon allows up to 9 images, and you should use as many as possible.

Image Requirements and Best Practices

Main Image (Hero Image):

• Pure white background (RGB 255, 255, 255)

• Product fills 85%+ of frame

• No props, text, or graphics

• High resolution (2000+ pixels on longest side)

• Shows actual product packaging if relevant

Secondary Images (2-9):

• Lifestyle images showing product in use

• Infographics highlighting key features

• Size/scale comparison images

• What's-in-the-box contents shot

• Close-up detail images

• Before/after or comparison images

• Video thumbnail (if video enabled)

Image Strategy for Conversions

Structure your image gallery to tell a story:

1. Image 1: Main product (white background)

2. Image 2: Lifestyle/context image

3. Image 3: Key benefit infographic

4. Image 4: Dimensions/scale reference

5. Image 5: Feature callouts

6. Image 6: What's included

7. Image 7: Comparison or differentiation

8. Image 8-9: Additional angles or use cases

Pro Tip: On mobile, the first 3 images do most of the selling work. Ensure they communicate your primary value proposition before shoppers scroll.

Common Listing Optimization Mistakes

Avoid these errors that undermine ranking and conversion performance:

Keyword and Content Mistakes

• Keyword stuffing: Unreadable titles packed with keywords

• Duplicate keywords: Repeating terms across title, bullets, and backend wastes space

• Generic language: "High quality" without specific proof

• Feature-focused bullets: Listing specs without explaining benefits

• Ignoring mobile: Not front-loading critical info for truncated displays

Technical Mistakes

• Empty backend fields: Leaving search terms and attributes blank

• Wrong category: Misclassification limits visibility in browse and filters

• Poor image quality: Low resolution, wrong backgrounds, missing variety

• Missing A+ Content: Not utilizing enhanced content when available

• Stale listings: Never updating keywords or content based on performance

Strategic Mistakes

• Optimizing in isolation: Treating listings separately from PPC and pricing

• One-and-done mentality: Not iterating based on search term data

• Copying competitors: Matching rather than differentiating

• Ignoring reviews: Not incorporating feedback into listing improvements

• Skipping mobile preview: Not testing how listings appear on phones

Germany-Specific Listing Optimization

Optimizing for Amazon Germany requires more than translation—it demands localization.

German Market Considerations

• Language nuances: Native-level German, not machine translation

• Compound words: German compound nouns require specific keyword handling

• Formal language: Appropriate use of formal vs. informal address

• Regional terms: Variations between German, Austrian, and Swiss German

• Consumer expectations: German shoppers value quality signals and detailed specifications

Pan-EU Listing Strategy

For brands expanding across European marketplaces:

• Create marketplace-specific listings (not just translated copies)

• Research local keyword variations for each market

• Adapt images and A+ content for cultural relevance

• Consider local certification and compliance callouts

• Test pricing strategies by marketplace

How Kocak Consultancy Approaches Listing Optimization

We don't treat listing optimization as a one-time project. We build systems that continuously improve organic visibility and conversion performance.

Our Methodology

1. Audit & Analysis: Comprehensive review of current listings, keyword gaps, and competitive positioning

2. Keyword Strategy: Data-driven keyword mapping across all listing elements

3. Content Creation: Benefit-focused copy written for both algorithms and humans

4. Visual Optimization: Image strategy and A+ content that converts

5. Iteration & Testing: Ongoing optimization based on performance data

Results we've achieved:

• 500+ parent SKUs optimized across 30+ brands

• 25-40% average conversion rate improvement

• $20M+ in revenue generated

• 7+ ROAS at scale through improved organic/paid synergy

Ready to Optimize Your Amazon Listings?

If your listings aren't converting at 15%+ or you're spending more on PPC than necessary to drive visibility, there's significant optimization opportunity. The right listing foundation amplifies every other investment you make on Amazon.

We're selective about partnerships. We work with established brands ready to build systematic organic growth—not sellers looking for quick keyword tweaks.

What we offer:

• Data-driven keyword and content strategy

• Conversion-focused copywriting and A+ design

• Ongoing optimization based on performance data

• Integration with PPC and broader growth strategy