Guide · Selling online
How to write Amazon product listings that sell (UK sellers)
On Amazon your listing does two jobs: it has to match what shoppers type into the search box, and it has to persuade them in the few seconds they spend on your page. Here is how to write each part, the title, five bullet points, the description and the hidden search terms, with an example you can copy and the mistakes that get listings suppressed in the run-up to Christmas.
Rather we wrote them? 10 product listings for £20
Step 1: find the words shoppers actually use
- Type your product into the Amazon.co.uk search box and note the suggestions that drop down. Those are real searches.
- Open the top three competing listings and note the words they all use in their titles.
- Write down UK spellings and words (colour, jumper, trainers, mum) as well as any US versions shoppers might type.
- Pick one main phrase for the title and keep the rest for bullets and backend search terms.
Step 2: the title
A simple formula that works in most categories:
Brand + product type + key feature + size or quantity + colour or variant
- Put the most important words in the first 70 to 80 characters, because that is what shows on a phone.
- Use numerals ("2 Pack", not "Two Pack") and normal capitalisation, not ALL CAPS.
- Leave out promotional words such as "best", "sale" or "free delivery", and symbols such as !, $ and ?. Amazon can suppress listings that use them.
- Check your category style guide in Seller Central, because some categories set a shorter limit than the usual 200 characters.
Step 3: five bullet points
Bullets are where most shoppers decide. Give each one a short lead-in, then the fact that proves it:
- The main benefit: what problem it solves or what it is for.
- Size and fit: exact measurements in cm and inches, or what it fits.
- Materials and quality: what it is made of and why that matters.
- What is in the box: quantities, accessories, batteries included or not.
- Care, safety or gifting: washing instructions, age guidance, or "comes gift-boxed".
Keep each bullet to one or two short sentences and answer the questions people ask in your competitors’ reviews.
Step 4: the product description
The description sits further down the page and gets read by the shoppers who are nearly convinced. Use it for a short story about who the product is for, how to use it, and anything the bullets did not have room for. Write in short paragraphs. If you are brand registered you can use A+ Content (images and text blocks) instead, which usually replaces the plain description on the page.
Step 5: backend search terms
- Add synonyms, alternative spellings and related uses that are not already in your title or bullets.
- Separate words with spaces, not commas, and do not repeat words.
- Stay under Amazon’s 250-byte limit, or the field may be ignored.
- Do not add competitor brand names. That breaks Amazon’s rules.
Before and after example
Before: BEST Christmas Mug!!! Great Gift Ceramic Mug Xmas
After: TCH Christmas Mug 11oz Ceramic, Funny Festive Coffee Mug Gift for Mum, Dad or Secret Santa, Dishwasher and Microwave Safe
The new title leads with brand and product, gives size and material, names who it is for, answers the dishwasher question, and drops the banned symbols and the word "best".
Mistakes to avoid
- Stuffing the title with every keyword. It reads badly and can break the style rules.
- Bullets that only list features with no benefit ("Ceramic. 11oz.").
- Claims you cannot prove, such as "eco-friendly" or "clinically proven", which Amazon can remove.
- Copying a competitor’s text. Duplicate copy can be reported, and it will not help you stand out.
- Leaving Christmas updates too late. Edits can take a while to show, so refresh gift wording in early November.
Related guides: how to write Etsy product descriptions and how to write Christmas product descriptions.
Frequently asked questions
- How long can an Amazon product title be?
- Most categories allow up to 200 characters, but Amazon recommends keeping titles shorter and some categories set lower limits. Check the style guide for your category in Seller Central. On mobile only the first 70 to 80 characters show, so put the brand, product type and the most important detail first.
- How many bullet points should an Amazon listing have?
- Use all five. Each bullet should lead with the benefit in a few capital-free words, then back it up with the fact: size, material, what is in the box, compatibility or care. Shoppers skim bullets on mobile, so keep each one to one or two short sentences.
- What are backend search terms on Amazon?
- They are hidden keywords you add in Seller Central under the Keywords tab. Use them for synonyms, alternative spellings and other words shoppers type that do not fit naturally in your title or bullets. Amazon limits them to under 250 bytes, so do not repeat words already in the title and leave out commas, brand names you do not own and words like "best" or "cheap".
- Can I use the same description on Amazon and my own website?
- You can, but it is better to rewrite it. Your own site needs search-friendly copy for Google, while Amazon copy has to fit Amazon’s layout and rules. Many sellers keep one master fact sheet and write a separate version for each channel.
- Why has my Amazon listing been suppressed?
- Common reasons are a title over the length limit, banned words or symbols in the title (such as !, $ or ?), a missing main image on a white background, or a missing required attribute for the category. Seller Central shows the reason on the Fix Your Products page.
Want it done for you?
Send us your product list, or a link to your current listings, and we write a title, five bullet points and a description for each product, in UK English and ready to paste into Seller Central. 10 products for £20, or 25 products for £45, sent back as a spreadsheet by email. You pay by a one-off Stripe link.