01 / 07 · Main image
Your main image loses the click
In search results shoppers compare thumbnails the size of a postage stamp. If the image doesn't win the click, nobody reads your title, bullets or A+.
0 / 5 ticked
Check yourself
How to fix it
- Shoot at a slight three-quarter angle to show volume. Flat front-on shots disappear at thumbnail size.
- Crop tighter than feels comfortable. White space around the product is wasted pixels in search.
- If you are brand registered, test it. Manage Your Experiments lets you A/B test the main image, and it is usually the test with the biggest effect on clicks.
02 / 07 · Title
Your title is written for a robot, not a two-second scan
On mobile, search results show only the first 70 to 80 characters of a title. Since January 2025 Amazon also enforces stricter title rules, and non-compliant titles get flagged.
0 / 5 ticked
Check yourself
How to fix it
- Use a fixed structure: Brand + product type + key differentiator + size or quantity + variant. Read it aloud. If it sounds like a list of keywords, shoppers will scroll past.
- On Amazon.co.uk write in British English and use British words: colour, organiser, nappy, trainers, hob. A listing copied from the US store can miss the words UK shoppers type.
03 / 07 · Gallery
Your gallery shows the product instead of answering questions
Many shoppers decide from the images and never open the bullets. Every image slot should remove one reason not to buy.
0 / 6 ticked
Check yourself
How to fix it
- List the five most common questions and complaints from your reviews and from your competitors’ 1 to 3 star reviews. Give each one its own image.
- Write real specs with units on your infographics: “Fits 30 cm shelves” works harder than “Compact design”. Seller tests show Amazon’s AI shopping assistant (Rufus, now being rebranded as Alexa for Shopping in the US) reads text on images when it answers shoppers.
- Show the product in use within the first few seconds of the video. Many viewers drop off before a slow intro ends.
04 / 07 · Why you
You haven’t said why you and not them
If a shopper can’t tell your product apart from the three next to it, they choose on price or on star rating. Neither is a fight you want.
0 / 6 ticked
Check yourself
How to fix it
- Read the 1 to 3 star reviews of your three closest competitors. Every recurring complaint that doesn’t apply to your product is a differentiator. Put it in bullet 1.
- Pair each feature with the problem it solves. “Ripstop nylon, 2000 mm coating” describes. “Stays dry through two days of rain” sells.
- Amazon’s search (its COSMO model) and its AI assistant match products to needs and situations, not just keywords. Lines about audience and use case help you appear for searches like “gift for a new dad” or “desk for a small flat”.
- Overclaiming is easier to spot than it used to be. AI review summaries and the shopping assistant both surface the gap between what you promise and what reviewers say.
05 / 07 · Hidden fields
The fields shoppers never see are half empty
Backend search terms, category and attributes are invisible on the page, but Amazon’s search and filters run on them. An empty attribute means you vanish the moment a shopper filters by size, material or colour.
0 / 6 ticked
Check yourself
How to fix it
- Check what is indexed: search Amazon for your ASIN plus a keyword, for example “B0XXXXXXXX garlic press”. If your product doesn’t come up, that keyword isn’t indexed.
- The limit is in bytes, not characters. Accented letters such as é or ë take 2 bytes each, which matters for Dutch. Use a byte counter, not a character counter.
- Machine translation rarely matches how Dutch shoppers actually search. Have a native speaker check your 20 most important keywords.
- Missing GPSR information can get EU listings blocked or paused, and recovery can take weeks. UK-only sellers are not affected, Amazon.nl sellers are.
06 / 07 · A+ content
Your A+ content is decoration, not a sales page
Shoppers who scroll down to A+ are close to buying and looking for detail and reassurance. Many brands fill this space with mood photos and slogans.
0 / 6 ticked
Check yourself
How to fix it
- Treat A+ as a knowledge base. Amazon’s AI assistant uses A+ text when it answers shopper questions, so write out the answers to the questions you see in reviews.
- Compare against your own products only. Amazon’s A+ rules don’t allow comparisons with competitor brands, and a chart of your own range keeps the shopper with you.
- Amazon hasn’t confirmed that alt text affects ranking. Write it well anyway: it costs ten minutes, helps shoppers using screen readers, and gives the assistant another source.
07 / 07 · Measuring
You change the listing without measuring what happened
Most sellers edit on gut feel and can’t tell afterwards what worked. Brand-registered sellers get free diagnostic tools that few of them open.
0 / 6 ticked
Check yourself
How to fix it
- Read Search Query Performance as a funnel. Low impression share means a traffic problem (ads, keywords). Impression share higher than click share points at the main image, title or price. Few add-to-carts means the product page isn’t convincing. Healthy add-to-carts but few purchases points at price, delivery or the lack of a coupon.
- Turn each top return reason into a listing change. “Smaller than expected” needs a scale image. “Didn’t fit” needs a compatibility chart.
- Tests by the analytics firm AMALYTIX suggest the AI assistant rarely recommends products rated below 4.0 stars, so the rating now affects discovery as well as conversion.
- Vine is only available while a product has fewer than 30 reviews, and each marketplace counts separately. Enrol on Amazon.co.uk and Amazon.nl before either reaches 30.
- Run experiments for 8 to 10 weeks, change one thing at a time, and avoid promotions during the test. Otherwise the result tells you nothing.
