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Sell successfully on Amazon with optimized product data

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Sell successfully on Amazon with optimized product data

As part of a multichannel strategy, it’s crucial for manufacturers and brands to be effectively represented on marketplaces such as Amazon. Providing marketplaces and other sales channels with complete and accurate product data, as part of a data-driven customer service approach, is key to promoting sales and customer satisfaction. There are several ways to be represented on Amazon to this end.

Selling on Amazon: 3 options

On Amazon Marketplace, sellers (Amazon’s term for retailers that sell on the marketplace) have various options for selling, depending on the retailer’s existing logistic capabilities. Companies with their own B2B logistics might also opt to have Amazon ship their products, as they are often unable to ship individual products (in many cases just one item) to end customers or handle returns.

  1. Fulfillment by Merchant (FBM)
    In this model, the Amazon seller is entirely responsible for direct shipping to customers. It’s up to the seller which service provider is used for package delivery. However, it’s critical to adhere to the defined shipping dates. Amazon monitors this in the background for each seller.

  2. Fulfillment by Amazon (FBA)
    In this case, shipping to end customers is covered by Amazon’s logistics. The seller simply must send the merchandise to the central Amazon warehouse. After Amazon has added the item(s) to the inventory, the selling process can begin. This makes sense for businesses that want to be scalable without their own shipping logistics. This is the most expensive model since Amazon is responsible for shipping and returns in addition to warehousing.

  3. Amazon Vendor
    There is also a special solution for product manufacturers and brands: exclusive cooperation with Amazon via the "Amazon Vendor" program. The merchandise is sold to Amazon, and Amazon handles all the sales, pricing, marketing, and returns for the company. The manufacturer thus plays a secondary role. This program constitutes the closest relationship with Amazon because many levers of control, including price determination, are surrendered to Amazon.

Amazon product data

Product data is crucial to success on Amazon. Each SKU is given its own article number, known as the ASIN (Amazon Standard Identification Number), which is determined by Amazon. Amazon uses this number to control all sales on Amazon Marketplace. Articles are only registered once via the ASIN, but other sellers can use this ASIN. If multiple sellers are selling the same product, they'll use the same ASIN for their listing. However, only the creator of the ASIN has the right to provide the product data. Other sellers can merely adjust their quantities and the price.

Product data can be maintained on Amazon Seller Central.


In addition to information relevant to the product offer, such as price, shipping costs, and promotions, all other product information is entered here as well, including:

  • Product name
    The product name, which is especially vital to selling successfully on Amazon, is maintained under “Important Information.” The product name cannot be longer than 500 characters and is key for Amazon SEO in particular.
  • Description
    Product descriptions are an important part of any Amazon listing. It allows a detailed description of the product, with a maximum of 2,000 characters. Only some HTML tags are accepted.
  • Attributes
    The product’s USP features are prominently outlined with a maximum of 500 characters. ASCII codes can be used for visual representation. In practice, three to five attribute lines are used to optimally depict the product with the USPs (unique selling propositions).
  • Images
    Quality product photos are critical to selling on Amazon. The main image must only show the product against a white background (RGB value: 255,255,255), and the product must cover at least 85% of the image. If Amazon finds any violation, the product will immediately be taken offline. Interference or additional graphic elements are not permitted in the main image. However, sellers can upload up to eight additional images. A more detailed photographic explanation of the product’s application is advisable. Videos are also permitted in this regard. Images in JPG format must have at least 1,000 pixels on the longest side; 1,600 pixels are ideal to enable the zoom function.
  • Search terms
    The General Keywords correspond to Google’s META Keywords but are entered without a comma between them. They help generate even more hits and rank the product higher. The keywords should be compiled from Amazon’s longtail search. Synonyms are also possible.
  • Conformity data
    This information is legally required and has no direct influence on sales success. Depending on the product category, additional mandatory information, such as electronics, battery, weight, and volume, needs to be entered to list a new product.

To import bulk data, sellers are recommended to use Amazon’s inventory file (Excel) or do it directly via the API. In addition, professional PIM systems with channel integration with Amazon Seller Central allow sellers to manage all relevant product and media data and their variants in a single system. They can easily automate the distribution of up-to-date data in the correct format on Amazon (and all other sales channels). Maintenance via Amazon Seller Central’s backend is too complex in this case.

With the “Manage Your Experiments” feature, Amazon offers so-called A/B testing of product content to help identify the better variant based on the conversion rate.

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Amazon A+ Content

A+ Content is an expansion of the regular product description on Amazon. It makes it possible to present the product with more high-quality product content like additional images, videos, and text. A variety of Amazon templates are available for use.


The benefits:

  • More visits
  • Higher sales volumes
  • Cross-selling and up-selling through product comparisons
  • Fewer returns

A+ Content might be an advantage for Amazon sellers. In practice, the conversion rate can be improved by 4–9%. Amazon distinguishes between two types of A+ Content:

  • Basic A+ Content
    The basic version is characterized by a few limitations. The image size is limited to 970 x 300 pixels, and a maximum of 5 elements can be displayed on the product details page.
  • Premium A+ Content
    Premium A+ Content offers additional elements, such as interactive hover hotspots, carousel modules, video modules, and FAQs. Other benefits are larger image sizes of up to 1,464 x 600 pixels and a maximum of 7 permitted modules on the product details page. Premium content can only be featured if access to the Amazon Brand Registry is enabled.

With A+ content, the product and brand story can be shared more effectively. In addition, the corporate identity design can be better reflected on Amazon Marketplace. A+ Content also offers the benefit of being indexed by Google, which provides a certain amount of SEO relevance in organic searches.

Amazon SEO

Amazon also offers ways to improve product ranking through SEO and generate more traffic and sales on Amazon Marketplace. The A9 search engine used by Amazon operates according to a specific algorithm that responds better to defined product elements.

The following are relevant Amazon SEO ranking factors:

1. Product name/title

The product name should be between 120 and a maximum of 150 characters. The most important keywords should be placed at the very beginning, enhanced by suitable Amazon longtail keywords. The easiest method to use is the Amazon search function.


An analysis of bestsellers in each category also provides input for additional keywords in the title. Furthermore, there are specific tools that can be used to evaluate the most common keywords.


Using the example of Leifheit, we can see that the product was mentioned in the title as a synonym for floor mop and mop since these are different search terms used on Amazon. Likewise, the intended use on parquet, laminate, and real wood floors is mentioned with the goal of listing the appropriate product for Amazon customers looking for this feature.

2. Attributes/product features

The attributes on Amazon are an effective way to make the product’s features and USPs highly visible under the product image. Up to five bullet points can be maintained. These should be used in a very concise form as short text, with the most important keywords listed first and no prose text without substance. The lists can be refined with ACSII symbols to attract the customer’s attention. However, they should not be used excessively.

It, therefore, makes sense to add relevant keywords to the attributes and present them as an added value to the customer along with the product’s USPs.

3. Product description

The product is described with a maximum of 2,000 characters. In doing so, it’s crucial to not to use exact same descriptive text as in your own online shop or on other marketplaces. Google's indexing algorithm favors Amazon pages, but it tends to respond negatively to identical content appearing on multiple websites.


Using the same content for different sales channels is not recommended. Specific adaptations are necessary for each sales channel or marketplace. To navigate this complexity effectively, businesses can implement a centralized Product Information Management (PIM) system. This automated solution streamlines various data-related processes, ensuring consistent and reliable information transfer to Amazon and other platforms, making data management more efficient. With record sales of $513.98 billion in 2022, Amazon is one of the most successful marketplaces worldwide. In 2023, Amazon overtook Apple's position as the most valuable brand in the world. So, it pays off to include Amazon in your channel strategy. With outlined approaches to optimizing your product data, you can develop a successful Amazon presence and significantly improve your sales and conversion rate.



Alexander Riezler

Managing Director, QUANT Consulting GmbH

QUANT Consulting is a business consultancy for ecommerce and digitalization and supports medium-sized and large businesses in the development and optimization of issues related to ecommerce, including Amazon Marketplace. Alexander Riezler has more than 24 years of online experience and has been the Senior Consultant on numerous large projects.

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