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December 12, 2017

How to Take Your Amazon Product Listing From So-So to Super

Ever heard of the 80/20 rule? It works with pretty much any situation. Eighty percent of the work is done by 20 percent of the workers. Or 80 percent of your revenue comes from 20 percent of your customers/products. I’d venture to say the same is true on Amazon and other eCommerce platforms. About 20 percent of the listings drive 80 percent of the sales.

As I look at the Amazon product listing below, I’ll not only point out what I believe could be better with regard to the title and bullets, but also show you how I’d revamp them.


The goal of the seller seems to be having a compliant title. However, they miss the mark and also waste space. Here’s what is currently in the listing.

Lemon (60mL) 100 percent  Pure, Best Therapeutic Grade Essential Oil – 60mL / 2 (oz.) Ounces

This particular product is being sold in the Home/Kitchen category. The legal limit for titles here is 200 characters. You could say much more in the title about the oil to provide customers with the answers to questions they would likely have while comparing products.

The size (60mL) is duplicated unnecessarily. In addition, the seller includes the word “ounces” as well as the abbreviation. You could remove these to make room for additional information.

The word “best” is used. Amazon classifies words such as “best,” “amazing,” “perfect,” “#1,” and such as subjective or marketing language, which is against terms of service (TOS).

Not many keyphrases or keywords are used. With the extra space, I would recommend adding search terms that would serve a dual purpose: provide decision-making details as well as help with Amazon listing optimization. You might need to do a few tests to get the best results.

Staying within the uses that pertain to a home (because that’s the category this is being sold in), I would first try:

100 percent  Pure Lemon Essential Oil, Undiluted Therapeutic Grade with Dropper, DIY Natural Household Cleaner with Antibacterial and Disinfecting Properties, 60mL (2 ounces)

This includes keywords that pertain directly to lemon essential oils and also might bring in people looking for an essential oil that helps with a particular need.

Feature Bullets

Typically, you want the bullets to be arranged in order from the most important features or benefits to the least. Amazon wants you to actually talk about the features and benefits of your product, not arbitrary other details.

This first bullet violatesTOS in a couple of ways and also wastes space that you could use to provide more relevant and enticing information. Here’s the first bullet in this Amazon product listing:

The most UNIQUE and AMAZING SMELLING Lemon on the market, in our opinion. If you are not ABSOLUTELY amazed, receive a full refund from the manufacturer, no questions asked!

Using unsubstantiated claims (“most unique” and “amazing smelling,” in our opinion) is not allowed and also not a good idea. Blowing your own horn is not nearly as effective as if someone else does it. I rolled my eyes when I read the “in our opinion” part of this bullet. Of course, YOU think it smells great … it’s your product.

Writing in all caps is also a TOS violation. In my personal opinion, having a few words in all caps helps those words stand out, but Amazon states that bullets should begin with only one capital letter.

If you’re mentioning a guarantee in an Amazon product listing, it should be as the last bullet, not the first. I’d try this version of the first bullet as a test.

100 percent  Pure & Undiluted: Unlike ordinary essential oils for your home, your Brand oil has no fillers, additives, or alcohol. Mix a few drops with vinegar for a nontoxic cleaning solution that’s safe.

The second bullet is talking primarily about the brand, not the product’s features or benefits. If you want to expand the copy to include a little bit about your brand, I’d recommend doing that in the product description, not the bullets.

Instead of writing about the guarantee (again) and switching brands, my recommendation is to use this space to convey additional information that will entice the shopper. For instance, a few questions that are not addressed include:

  • Is this for internal and external use?
  • What else can it be used for besides cleaning?
  • Can I put it in a diffuser and use it as an air freshener?

Providing these details may take up more than one bullet, but would provide lookers the information they need to make a confident buying decision.

The third bullet is pretty good until you get to this section: “* CHECK OUT OUR REVIEWS!! * In our opinion our oil is superior to organic and THE MOST RARE, BEST SMELLING, AND MOST THERAPEUTICALLY EFFECTIVE OF ALL Lemon (Citrus limon)”

More TOS violations with all caps, subjective language, and unsubstantiated claims. Answer more questions, provide additional uses, or outline precisely why your product is different and/or better (based on facts, not simply because you think so).

The fourth bullet is a waste of space. I would remove all these types of oils and, instead of trying to game the Amazon listing optimization system and promote your overall brand, go into more detail about this specific oil.

If you have answered all the questions above, you might consider testing bullets that offer:

  • Any special production process that is used
  • Different/better types of lemons this oil is made of
  • Other oils this one blends well with.

The last bullet, as mentioned above, can include your guarantee or warranty.

While writing your feature bullets, remember Amazon listing optimization. You’ll want to include a keyphrase and/or individual keywords in each feature bullet to help with rankings.

Once you:

  • Optimize the title of your Amazon product listing for humans and search engines
  • Give customers information that answers their questions
  • Provide engaging specifics about features, benefits, and uses
  • Clearly show them how your product is different or better, and
  • Include keywords to aid in Amazon listing optimization…

… sales are bound to increase.


Karon Thackston is president of Marketing Words Copywriting Agency helping Amazon sellers, eCommerce site owners and content marketers rank higher, convert better and make more sales.