2024-10-15 · 15 min read
Amazon Listing Optimization Checklist: 47 Points to Check
A complete audit checklist for Amazon sellers — cover every element of your listing to maximize traffic, conversion, and ranking.
Use this checklist to audit any Amazon listing systematically. Work through each section before you launch a new product or when troubleshooting an underperforming listing.
Title (7 points) 1. Contains primary keyword within first 80 characters 2. Under 200 characters total 3. Includes brand name 4. States the product type clearly 5. Includes 1-2 key attributes (size, count, color, material) 6. No keyword stuffing — reads naturally 7. No special characters or ALL CAPS beyond brand name
Main Image (5 points) 1. Pure white background (RGB 255, 255, 255) 2. Product fills at least 85% of frame 3. At least 1600px on the longest side 4. No text, watermarks, or logos 5. Shows only what is included in the purchase
Additional Images (5 points) 1. At least 5 additional images uploaded 2. Includes at least one lifestyle image 3. Includes at least one infographic showing key features 4. Includes size/scale comparison 5. Images load fast and are high resolution
Bullet Points (6 points) 1. Five bullet points used 2. Each bullet highlights one benefit, not just a feature 3. Primary keyword in first or second bullet 4. Secondary keywords distributed across bullets 5. Each bullet under 250 characters 6. Benefit language: what does the customer gain?
Description / A+ Content (4 points) 1. If Brand Registered: A+ Content published 2. Tells the product story beyond what bullets cover 3. Includes use cases and who the product is for 4. If no A+ Content: description is at least 500 characters
Backend Keywords (3 points) 1. All 250 characters used 2. No repetition of title keywords 3. Includes synonyms, abbreviations, alternate spellings
Pricing (5 points) 1. Price is competitive with top 3 sellers in category 2. List price (strike-through) is set if running a sale 3. No price violations in Account Health 4. Buy Box is being won 5. Pricing is consistent across channels (to avoid MAP violations)
Reviews and Ratings (4 points) 1. Average rating is 4.0 or above 2. At least 15 reviews 3. Most recent reviews are positive 4. Responding to negative reviews professionally
Inventory and Fulfillment (5 points) 1. FBA: inventory level is above 30 days of supply 2. In-stock rate above 95% over trailing 30 days 3. No stranded inventory 4. No suppressed inventory warnings 5. IPI score above 400
Account Health (4 points) 1. No policy warnings in Account Health 2. Order Defect Rate below 1% 3. Late Shipment Rate below 4% (FBM) 4. Valid Tracking Rate above 95% (FBM)
Content Compliance (6 points) 1. No competitor brand names in listing 2. No prohibited claims (medical, health claims without substantiation) 3. No misleading quantity or size statements 4. No restricted keywords for the category 5. Country of origin stated if required 6. Age grading correct for toys and children's products
Working through all 47 points takes about 30 minutes per listing. For a catalog of 50+ ASINs, prioritize your top revenue-generating listings first.