Amazon seller guide
Amazon Product Listing Guide: Titles, Bullets, Images and Keywords That Sell
Your listing does two jobs: it must be found in search, and it must convince the shopper to buy. Most listings fail at one of the two. This guide covers every part of an Amazon India listing with practical examples.
Title: lead with what people search
Put the most important words first: brand, product type, key feature, material, size or pack, and colour. Keep it readable – a title stuffed with repeated keywords looks spammy and converts poorly. Follow the character limit and style guide for your category.
Example (kidswear): "YourBrand Girls Cotton Frock, Floral Print Sleeveless Party Dress, 3-4 Years, Red".
Bullet points: benefits first, then facts
Use five bullets. Start each with a short capitalised benefit, then the supporting fact.
- SOFT ON SKIN – 100% breathable cotton, lined bodice, no itchy tags.
- EASY FIT – back zip and elastic waist; see the size chart for chest and length in cm.
- MADE FOR PARTIES AND DAILY WEAR – fade-resistant print, machine washable.
- WHAT YOU GET – 1 frock; accessories in images not included.
- CARE – gentle machine wash, do not bleach, dry in shade.
Answer the questions that cause returns – fit, material, what is included – before the customer has to ask.
Images: your real salesperson
- Main image on pure white, product filling most of the frame, no text or badges.
- At least 6–7 images: front, back, close-up of fabric or detail, product in use, size chart, packaging or "what's in the box".
- Use high resolution so zoom works (many sellers use 2000×2000 px). Our image resizer has an Amazon-style preset.
- Remove messy backgrounds with the background remover while keeping the original size.
- Add a short video if your category allows it.
Description and A+ content
The plain description matters less on mobile, but keep it complete. Brand-registered sellers can replace it with A+ content – image-and-text modules that explain the product and cross-sell related items. See our Brand Registry and A+ guide.
Backend keywords and attributes
Use the search terms field for synonyms, Hindi/Hinglish words shoppers use (for example "kurti" and "kurta"), and spelling variations that do not fit in the title. Do not repeat words already in the title, and never use competitor brand names.
Fill every attribute: size, colour, material, age range, pattern, occasion. Amazon uses attributes for filters – if "Cotton" is not filled, you disappear when a shopper ticks the cotton filter.
Common listing mistakes
- One generic size chart for all products.
- Main image with props, collage or text.
- Colour name that does not match the photo.
- Variations not grouped under one parent, splitting reviews.
- Ignoring customer questions – they show what the listing fails to explain.
How to research keywords without paid tools
Start typing your product in the Amazon search bar and note the suggestions – these are real searches. Do the same with different starting words ("girls frock", "frock for girls", "baby girl dress"). Look at the titles of the top ten products and list words that appear repeatedly. Read customer questions and reviews for the words real buyers use ("party wear", "birthday dress", "cotton summer"). Group these into main keywords for the title, secondary ones for bullets, and the rest for backend search terms.
Brand Analytics (available after Brand Registry) shows actual search frequency ranks and top clicked products for a search – the most accurate free data you can get.
Writing for mobile shoppers
Most Amazon India shoppers browse on phones, where the title is cut off after the first line or two and images are seen before text. Put the deciding information – product type, key feature, size or pack – at the start of the title and in the first two images. Use images with short text overlays (in secondary images, not the main one) to highlight features like "100% cotton" or "pack of 3".
Variation strategy
Group sizes and colours of the same design under one parent. Do not combine different designs into one parent just to share reviews – this breaks Amazon policy and confuses shoppers. Choose the best-selling colour as the default child so the first image the shopper sees is your strongest.
Test and improve
Change one element at a time – main image, title order, price – and watch sessions and conversion for two weeks. Brand-registered sellers can use Amazon's Manage Your Experiments tool to A/B test titles, images and A+ content where available.
Checklist
- Keyword research done (search bar suggestions, competitor titles)
- Title follows category style guide
- 5 benefit-led bullets
- 6+ high-resolution images with white main image
- All attributes and filters filled
- Backend search terms added
- Variations grouped under one parent
Free tools for Amazon sellers
The Amazon label crop with SKU stamping on LabelCroppers crops Easy Ship and Self Ship labels to 4×6, reads the SKU and quantity from each invoice and prints them on the label, sorts orders by SKU and builds a picklist. Pair it with the FBA FNSKU sticker generator and the FBA box label tool for FBA shipments. Everything runs in your browser – your orders and customer data are never uploaded.
Frequently asked questions
How long should an Amazon title be?
Follow the limit in your category style guide. Readable titles that lead with brand and product type usually perform better than very long ones.
Do backend keywords still matter?
Yes. They help Amazon understand synonyms and regional words that do not fit naturally in visible text.
How many images should I upload?
Use every slot your category allows – at least six. Each extra angle answers a question that might otherwise become a return.
Sources and official links
Marketplace fees and policies change often. Always confirm current rules in your seller panel.