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![# amazonproject1.co.uk — Amazon SEO Live Project ## Stage 2: Listing Optimisation **Format:** Hands-On Live Project A–Z | aiseojournal.net | March 2026 **Store:** amazonproject1.co.uk | Platform: Amazon.co.uk | UK Marketplace **Applied:** Amazon SEO Master Prompt v1.0 · Forbidden Words List (9 categories, 70+ phrases) **Prerequisite:** Stage 1 complete — all 8 checklist sections confirmed, keyword baseline recorded, competitor gap tables written, Brand Registry active **Stage objective:** Rewrite every Tier 1 priority ASIN's title, bullets, and backend search terms using confirmed keyword data; build A+ Content for all priority ASINs; create the Amazon Brand Store; and deliver a keyword placement map per ASIN that leaves no indexable field empty --- VARIATION SELECTION Tone: E (Practitioner) — written as the brand's Amazon listing manager Language: 2 (Moderate) — Amazon field names and algorithm terms used precisely Opening: Problem-first — the specific gap Stage 1 confirmed that Stage 2 closes --- # SECTION 9 — LISTING OPTIMISATION STRATEGY ## The Gap Stage 1 Confirmed Stage 1 found it. Stage 2 closes it. The competitor gap tables in Section 4 showed that the top-ranking ASINs for the brand's primary keywords have their primary keyword in the first 47–55 characters of the title, A+ Content active, size chart images, benefit-first bullet 1, and 100+ reviews at 4.5 stars. The brand's ASINs have none of those — or an incomplete version of most. Stage 2 does not guess at what to write. It writes specifically from the confirmed keyword data in Section 3, the confirmed competitor gaps in Section 4, and the confirmed negative review themes in Section 8. Every title word, every bullet claim, and every backend term in Stage 2 comes from confirmed data — not from a generic copywriting template. > **Pro Tip:** The most common listing optimisation mistake on Amazon.co.uk is improving everything slightly. A title that improves from 7/10 to 8/10 quality does not move BSR. A title rewritten to put the exact high-volume keyword in the first 50 characters, with UK size and colour stated, and a secondary keyword before character 120 — that moves BSR. Stage 2 is about transformational changes to the two or three fields that matter most, not incremental polish across every field. ## 9.1 — Listing Optimisation Priority Order Stage 2 optimises ASINs in the order established in Section 2.2's ASIN Priority Matrix. The sequence is: 1. Highest-revenue ASIN with the largest confirmed keyword gap 2. ASINs with Category C keywords (clicks but no purchases — confirmed CVR problem) 3. ASINs ranking positions 4–8 for primary keyword — closest to the top 3 4. New ASINs launching in Stage 2 — get the listing right before launch, not after 5. Remaining ASINs — systematic completion through Stage 3 **Why revenue rank alone does not determine optimisation order:** An ASIN at #3 by revenue with a CVR of 4.2% that the category average is 12% is losing far more money to underperformance than its revenue rank suggests. Fixing the CVR from 4.2% to 9% on an ASIN generating £8,000/month produces more incremental revenue than optimising an already-performing ASIN at £12,000/month with a CVR of 11%. ## 9.2 — The A9/A10 Keyword Placement Hierarchy Before writing a single word of listing copy, confirm this hierarchy. Every recommendation in Stage 2 is built on it. Amazon's A9/A10 algorithm reads listing fields in this order of relevance weighting: | Position | Field | A9 weighting | Character / byte limit | |---|---|---|---| | 1 | Product title | Highest | 80–200 chars (category-dependent) | | 2 | Backend search terms | High | 250 bytes total | | 3 | Bullet points (all 5) | Medium-high | 500 chars each | | 4 | A+ Content text modules | Medium (indexed from 2023) | ~300 words per module | | 5 | Product description | Lower (suppressed when A+ active) | 2,000 chars | | 6 | Subject matter / intended use | Low | 50 chars each | **The two rules that follow from this hierarchy:** Rule 1: A primary keyword that appears in the title and the backend search terms is weighted more strongly than a keyword that appears in only one location. Never treat these fields as alternatives — they stack. Rule 2: The backend search terms field is the most underused field in most Amazon accounts. Most sellers use fewer than 100 bytes of the 250 available. Every unused byte is a missed keyword. Stage 2 fills the backend to 245–250 bytes for every ASIN. ## 9.3 — UK Listing Language Standards Apply these standards to every piece of listing copy produced in Stage 2. No exceptions. **Spelling:** colour, grey, organise, recognise, maximise, centre, theatre, jewellery, catalogue, licence (noun), practice (noun). The spell-checker default in most copywriting tools is US English — override it. **Sizing:** UK 6 / UK 8 / UK 10 / UK 12. Not XS/S/M/L/XL as primary notation (add these in brackets after UK size if required). Never US sizing as primary. **Measurements:** cm as primary unit. Inches in brackets if required for specific categories. Never inches as primary unit. **Currency:** £ as primary. GBP in formal references. No $. **Dates:** DD/MM/YYYY format where applicable. **Phone / voltage:** 230V, three-pin UK plug (BS 1363). State explicitly for electrical products. **Consumer law:** "30-day returns" is not just good service — it is the UK legal minimum under the Consumer Rights Act 2015. State it as a feature, not as a concession. > **Pro Tip:** UK Amazon buyers read listing copy looking for signals that the product is genuinely intended for them. An American seller who has copied their Amazon.com listing without changing the sizing, spelling, or measurements sends a subtle but persistent signal that this product was not designed for UK buyers. Buyers do not consciously notice US spelling or inch measurements — but the conversion rate is measurably lower than listings that speak fluent British English. The fix takes 20 minutes per listing and the impact persists permanently. --- # SECTION 10 — TITLE OPTIMISATION (ALL PRIORITY ASINS) ## Titles: The Most Important Field on Amazon Amazon truncates titles in search results at approximately 55–65 characters on desktop and 40–55 characters on mobile. The primary keyword, the most compelling differentiator, and the UK signal must all appear before the truncation point. A buyer on mobile who sees a product title truncated at "Women's Merino Wool Roll-Neck Jumper in..." makes their click decision based on those first 40–45 characters. They do not see what follows the truncation. If the primary keyword and a differentiating signal are not in those first characters, the click may go to a competitor whose title did manage it. > **Pro Tip:** The biggest title optimisation mistake is starting with the brand name. Amazon recommends brand name first in most categories — but brand name first means the primary keyword appears later in the title, behind the truncation point on mobile for most buyers. Test both orders: [Brand] [Primary Keyword] vs [Primary Keyword] [Brand]. For established brands with high recognition, brand-first makes sense. For brands at early stages of Amazon growth, keyword-first wins more clicks from buyers who have not yet heard of the brand. ## 10.1 — Title Formula by Product Category **CLOTHING TITLE FORMULA:** `[Brand Name] [Primary Keyword] [Key Material Attribute] [UK Size Range] [Colour(s) Available]` Character target: 120–150 characters (most clothing categories permit 200 — use the space) Mobile truncation target: Primary keyword AND at least one differentiator in first 55 characters UK size: UK [range] — not XS-XL as primary Example (55 chars desktop truncation point marked with |): `shopifystore1 Merino Wool Roll-Neck Jumper Women UK| 6-22 Navy Grey Camel GOTS Certified` (Result: "shopifystore1 Merino Wool Roll-Neck Jumper Women UK" visible on mobile before truncation — primary keyword present) **HEALTH & BEAUTY TITLE FORMULA:** `[Brand Name] [Primary Keyword] [Key Active Ingredient or Benefit] [Volume/Size] [Skin Type or Use Case]` Character target: 100–140 characters Mobile truncation target: Primary keyword in first 50 characters Prohibited: "clinically proven", "best", "#1" without Amazon category validation **HOME & KITCHEN TITLE FORMULA:** `[Brand Name] [Primary Keyword] [Key Material] [Dimensions in cm] [Colour] [Pack Size if applicable]` Character target: 100–150 characters Dimensions: in cm as primary unit — e.g. "40×30×20cm" **SPORTS & FITNESS TITLE FORMULA:** `[Brand Name] [Primary Keyword] [Key Performance Spec] [UK Size Range] [Colour]` Performance spec: hydrostatic head (mm) for waterproof gear, fill power for down insulation, denier for backpacks ## 10.2 — Title Rewrites Per ASIN --- **ASIN 1 TITLE REWRITE** | Element | Current | Stage 2 | |---|---|---| | ASIN | [B0XXXXXXXXXX] | — | | Current title | [CURRENT FULL TITLE — copy from listing] | — | | Current char count | [X chars] | — | | Primary keyword (from S3 SQP) | — | [PRIMARY KW — confirmed UK volume] | | Primary keyword position (current) | Character [X] | Target: character 1–55 | | UK size stated | ✅ / ❌ | Must be present | | UK spelling throughout | ✅ / ❌ | Must be confirmed | **Stage 2 Title:** `[WRITE FULL REWRITTEN TITLE HERE — no placeholder, specific to this ASIN]` Character count: [X] of [category limit] Primary keyword in first 55 chars: ✅ confirmed at character [X] Secondary keyword present: ✅ at character [X] UK size range stated: ✅ UK spelling: ✅ Prohibited content (promotional language, pricing, subjective claims): ❌ none present **Reasoning:** The current title places the primary keyword "[current KW position]" at character [X] — behind the mobile truncation point of approximately 50 characters. The majority of this ASIN's sessions come from mobile (confirm in Seller Central Business Reports → filter by device). The rewritten title moves "[primary keyword]" to characters 1–[X], placing it within every device's visible title length. The UK size range "[UK X–XX]" is added explicitly — confirmed as the most common 3-star review theme ("no UK sizing information") in Section 8. --- **ASIN 2 TITLE REWRITE** | Element | Current | Stage 2 | |---|---|---| | ASIN | [B0XXXXXXXXXX] | — | | Current title | [CURRENT FULL TITLE] | — | | Primary keyword position (current) | Character [X] | Target: character 1–55 | **Stage 2 Title:** `[WRITE FULL REWRITTEN TITLE HERE]` Character count: [X] of [category limit] **Reasoning:** [Specific reasoning based on Section 3 keyword data and Section 4 competitor gap — not generic guidance] --- *(Repeat title rewrite block for every Tier 1 priority ASIN from Section 2.2 priority matrix)* ## 10.3 — Title Implementation **Seller Central path:** Admin → Inventory → Manage Inventory → Edit → Product Details → Product Name field **Important:** Changing a title on an ASIN with an active Amazon's Choice badge carries risk. Amazon's algorithm may re-evaluate the badge assignment after a title change. If an ASIN currently holds an Amazon's Choice badge for a specific keyword — do not change the title until confirming the new title still contains that keyword prominently. **Implementation rule:** Never change a title and backend search terms simultaneously on the same day for a high-performing ASIN. Change the title first. Wait 5–7 days to observe any BSR or ranking movement. Then update the backend. Changing all fields simultaneously makes it impossible to isolate which change produced which result. ✅ **CHECKPOINT — SECTION 10** - [ ] All Tier 1 ASIN titles rewritten and implemented in Seller Central - [ ] Primary keyword confirmed in first 55 characters on every rewritten title - [ ] UK spelling confirmed throughout all titles - [ ] UK size range stated in all applicable clothing titles - [ ] Amazon's Choice badge ASINs: title change approach confirmed — keyword preserved - [ ] BSR monitoring: baseline BSR recorded on date of each title change --- # SECTION 11 — BULLET POINT OPTIMISATION ## Bullets: Where Keywords Become Conversion The title earns the click. The bullets earn the purchase. A buyer who clicks through to an Amazon product detail page has already seen the main image and the title in search results. They have shown purchase intent by clicking. The bullets are the first content block most buyers read on the detail page — and the most read content element after the title on mobile (where A+ Content sits below the fold). The A9 algorithm weights bullet point text at medium-high relevance — below title but above product description. Each bullet is also indexed individually. A keyword that appears in bullet 1 and also in the title receives stronger relevance signals than a keyword that appears only in the description. > **Pro Tip:** The single highest-impact bullet point change on most Amazon.co.uk listings is bullet 1. Most sellers write bullet 1 as a feature statement: "MADE FROM 100% MERINO WOOL". The buyer already knows this from the title. Bullet 1 should be the primary benefit — what the buyer gets as a result of the feature: "NATURALLY TEMPERATURE-REGULATING WARMTH: Merino wool's unique fibre structure keeps you warm in cold rooms and cool when you overheat — no mid-day jumper removal required." The feature is in there. But the lead is the benefit. Benefit-first bullet 1 consistently produces higher CVR on fashion and lifestyle products. ## 11.1 — Bullet Point Framework **5-bullet structure (applies to all product categories with adaptation):** **Bullet 1 — Primary benefit (benefit-first, primary keyword variant):** Format: `[ALL CAPS BENEFIT HEADER]: [Benefit claim] — [Feature that delivers it] — [Specific detail that makes the claim credible]` Primary keyword or close variant: must appear in bullet 1 body text (not just the header) Character target: 180–200 characters (safe mobile display length) UK-specific detail: UK size, UK climate context, UK legal right, or UK certification **Bullet 2 — Material / ingredient / specification:** Format: `[ALL CAPS SPEC HEADER]: [Material composition with %] — [Why it matters to the buyer] — [Certification or verification if applicable]` Secondary keyword: include naturally Character target: 180–200 characters **Bullet 3 — Size / fit / compatibility / use case:** Format: `[ALL CAPS USE CASE HEADER]: [UK size range or compatibility list] — [Fit or use description] — [Styling or pairing suggestion]` UK sizing: explicit (UK 6–22 format) Character target: 180–200 characters **Bullet 4 — Care / safety / compliance:** Format: `[ALL CAPS CARE HEADER]: [Care instruction] — [Why this care instruction matters for this material] — [UK compliance mark or certification where held]` UK legal signal: Consumer Rights Act 2015 return period where appropriate Character target: 180–200 characters **Bullet 5 — Brand / trust / soft navigation:** Format: `[ALL CAPS BRAND HEADER]: [Brand credential or review reference] — [Guarantee or promise] — [Range navigation: "See our full range of [product type] — [brand name] on Amazon"]` Review count reference: only if ≥20 verified reviews — state the number and average rating Character target: 180–200 characters **Permitted formatting in bullets:** ALL CAPS for the header text of each bullet — Amazon permits this Em dash (—) as separator within bullet body — standard Amazon style No HTML tags in bullets — Amazon strips them outside the description field No numbered lists within bullets — use dash separators **Prohibited content:** Pricing, shipping claims, contact information, time-sensitive promotions, availability claims, website URLs, competitor comparisons by name ## 11.2 — Bullet Rewrites Per ASIN --- **ASIN 1 — BULLET REWRITES** **Current bullets (record verbatim before any changes):** Bullet 1: [CURRENT TEXT] Bullet 2: [CURRENT TEXT] Bullet 3: [CURRENT TEXT] Bullet 4: [CURRENT TEXT] Bullet 5: [CURRENT TEXT] **Negative review theme addressed in these bullets (from Section 8.2):** Theme: "[Most common negative review theme for this ASIN]" Fix location: Bullet [X] — specifically addresses this concern **Stage 2 Bullets:** Bullet 1: `[ALL CAPS BENEFIT HEADER]: [Benefit-first claim — specific, verifiable — primary keyword variant included — under 200 chars]` Keyword coverage: [state which keyword from Section 3 is placed here] Character count: [X] Bullet 2: `[ALL CAPS SPEC HEADER]: [Material composition X% — secondary keyword — certification name if held — verification method — under 200 chars]` Keyword coverage: [secondary keyword] Character count: [X] Bullet 3: `[ALL CAPS SIZE HEADER]: [UK size range — fit description — model reference — occasion — under 200 chars]` UK sizing: UK [X]–[X] stated explicitly Character count: [X] Bullet 4: `[ALL CAPS CARE HEADER]: [Specific care instruction — material-specific reason — UK care label standard referenced — under 200 chars]` UK compliance: [state which UK-specific element is included] Character count: [X] Bullet 5: `[ALL CAPS BRAND HEADER]: [Review count reference (if ≥20) — brand credential — range navigation — under 200 chars]` E-E-A-T signal: [state which signal is included — review count, certification, UK credential] Character count: [X] **Keyword coverage summary for ASIN 1 bullets:** | Keyword | Bullet 1 | Bullet 2 | Bullet 3 | Bullet 4 | Bullet 5 | |---|---|---|---|---|---| | [Primary KW] | ✅ | | | | | | [Secondary KW 1] | | ✅ | | | | | [Secondary KW 2] | | | ✅ | | | | [Tier 3 KW] | | | | | ✅ | --- **ASIN 2 — BULLET REWRITES** **Current bullets:** Bullet 1: [CURRENT TEXT] ... **Stage 2 Bullets:** Bullet 1: `[FULL REWRITTEN BULLET 1]` Bullet 2: `[FULL REWRITTEN BULLET 2]` Bullet 3: `[FULL REWRITTEN BULLET 3]` Bullet 4: `[FULL REWRITTEN BULLET 4]` Bullet 5: `[FULL REWRITTEN BULLET 5]` --- *(Repeat full bullet rewrite block for every Tier 1 priority ASIN)* ## 11.3 — Bullet Length Optimisation for Mobile Amazon does not display all 500 characters of each bullet on mobile devices. The mobile bullet display truncates at approximately 200–250 characters. The most critical information — the benefit claim and the primary keyword — must appear in the first 200 characters of each bullet. Run this test for every rewritten bullet: 1. Count to character 200 in the bullet text 2. Confirm: does the primary claim and keyword appear before character 200? 3. If not: restructure the bullet so the most important content leads **The common mobile truncation failure pattern:** `PREMIUM QUALITY KNITWEAR: This beautiful jumper has been lovingly crafted from the finest pure merino wool sourced from ethically-certified farms in New Zealand, hand-finished to perfection, and is available in the full UK size range from 6 to 22, making it ideal for all body types...` By character 200, the buyer has seen "PREMIUM QUALITY KNITWEAR: This beautiful jumper has been lovingly crafted from the finest pure merino wool sourced from ethically-certified farms" — no UK size information, no specific benefit claim, no keyword. Everything after character 150 is wasted on mobile. The rewritten version: `TEMPERATURE-REGULATING MERINO WOOL: 100% certified merino keeps you warm without overheating — naturally breathable, odour-resistant. UK sizes 6–22. GOTS certified factory (cert. no. verify at global-standard.org).` By character 200 the buyer has seen: primary benefit, material composition, UK size range, and certification. Every critical claim lands before the truncation point. ✅ **CHECKPOINT — SECTION 11** - [ ] All Tier 1 ASIN bullets rewritten — all 5 per ASIN, full copy confirmed - [ ] Bullet 1: benefit-first format confirmed on all ASINs - [ ] Primary keyword: confirmed in bullet 1 body text on all ASINs - [ ] UK sizing: explicitly stated in bullet 3 on all applicable ASINs - [ ] Negative review themes: each ASIN's primary theme addressed in a specific bullet - [ ] Mobile truncation check: all bullets pass — critical content in first 200 chars - [ ] Prohibited content check: no pricing, shipping, URLs in any bullet - [ ] Implementation: all bullets updated in Seller Central — changes live --- # SECTION 12 — BACKEND SEARCH TERMS OPTIMISATION ## 250 Bytes: The Most Underused Field in Amazon SEO Most sellers fill between 40 and 150 bytes of the 250-byte backend search terms field. The remaining 100–210 bytes are wasted indexing opportunity — keywords that could be driving organic impressions but are not because nobody added them. The backend search terms field is invisible to buyers. It does not appear anywhere on the product detail page. It exists purely for Amazon's indexing system — and every byte used tells the algorithm one more thing this ASIN is relevant for. Unlike the title and bullets, backend search terms have almost no impact on CTR or CVR. Their entire value is in organic keyword coverage — increasing the number of search queries this ASIN appears in. They are the cheapest ranking action available. > **Pro Tip:** The most valuable content to put in backend search terms is the content you cannot comfortably fit in the title or bullets — UK misspellings, synonyms, complementary product terms, seasonal terms, and gift occasion terms. A clothing ASIN with "jumper" in the title should have "sweater", "pullover", "knitwear", and "top" in the backend. A skincare ASIN with "moisturiser" in the title should have "moisturizer" (American spelling variant — UK buyers sometimes search both), "face cream", "skin cream", and "hydrating lotion" in the backend. These terms earn impressions from buyers who use different vocabulary — without crowding the visible listing with synonyms. ## 12.1 — Backend Search Terms Rules (Amazon.co.uk — 2025) Before writing backend terms, apply every rule: **Byte count rule:** The limit is 250 bytes, not 250 characters. Multi-byte characters (accented letters, certain special characters) count as 2 bytes each. Standard ASCII characters (all standard English letters, numbers, spaces) count as 1 byte each. For UK English listings with no accented characters, bytes = characters. Target: 245–250 bytes used. **No repetition rule:** Any word already in the title or bullets is wasted as a backend term — Amazon's algorithm already indexes it from those higher-weighted fields. Adding "merino" to backend when it is already in the title occupies bytes without adding indexing value. **No competitor brand names:** Direct Amazon policy violation. Results in listing suppression if detected. Never add competitor brand names, regardless of how relevant they may seem. **No superlatives:** "best", "cheapest", "top-rated" without substantiation — prohibited. **No promotional content:** "sale", "discount", "offer" — prohibited. **Space-separated, no commas:** Amazon's system reads commas as characters, not separators. Space-separate every term. **Case insensitive:** Amazon's search is case-insensitive. "Merino" and "merino" are treated identically. Do not waste bytes on capitalisation variations. ## 12.2 — Backend Search Terms Content Strategy Fill the 250 bytes in this priority order: **Priority 1 — Confirmed converting keywords not yet in title or bullets:** From Section 3.1 Category A (converting search terms) — any term that generates purchases but is not in the title or bullets belongs here first. **Priority 2 — Near-miss keywords from Section 3.3:** Keywords where the ASIN earns impressions but click rank > 5 — adding to backend reinforces relevance signal. **Priority 3 — UK misspellings and common typos:** UK buyers make predictable spelling errors. "Cashmier" for cashmere. "Mereno" for merino. "Menstration" (health products). These misspellings have real search volume — and no competitor's listing will have them in the title, so adding them to backend can produce first-page appearances for zero-competition queries. **Priority 4 — Synonyms for the primary product type:** "Jumper" AND "sweater" AND "pullover" AND "knitwear" — same product, different vocabulary, different buyers. **Priority 5 — Complementary and gifting terms:** "gift for her", "Christmas gift women", "birthday gift", "gift idea" — seasonal search intent that drives discovery from buyers who were not searching for the specific product category. **Priority 6 — Use case and occasion terms:** "work jumper", "smart casual", "office knitwear", "weekend jumper", "autumn winter jumper" — contextual terms that expand the ASIN's relevance to specific buyer situations. ## 12.3 — Backend Search Terms Per ASIN **ASIN 1 — Backend Search Terms** Current backend (record verbatim — count bytes): `[CURRENT BACKEND TEXT]` Current byte count: [X] of 250 bytes used. Analysis: - Words repeated from title (wasted bytes): [list] - Competitor brand names (policy violation — remove): [list or "none"] - Bytes wasted on repetition + violations: [X bytes] - Effective indexing coverage: approximately [X] unique keywords Stage 2 Backend Search Terms: `[WRITE FULL BACKEND STRING — space-separated, no commas, no repeated words from title, no competitor brands, target 245–250 bytes]` Stage 2 byte count: [X] of 250 bytes Unique keywords added vs current backend: [X new terms] Keyword coverage added by Stage 2 backend (terms not in title or bullets): - Synonyms: [list — e.g. sweater, pullover, knitwear] - UK misspellings: [list — e.g. mernio, cashmier] - Gift terms: [list — e.g. gift for her Christmas gift birthday] - Use case terms: [list — e.g. office workwear smart casual] - Seasonal terms: [list — e.g. autumn winter warm cosy] - Complementary products: [list — e.g. scarf gloves hat wool] --- **ASIN 2 — Backend Search Terms** Current backend: `[CURRENT TEXT]` Current byte count: [X] of 250 Stage 2 Backend: `[FULL REWRITTEN BACKEND — 245–250 bytes — no repeated words from title or bullets — no competitor brands]` Stage 2 byte count: [X] of 250 --- *(Repeat for every Tier 1 priority ASIN)* ## 12.4 — Backend Byte Counter Tool Before implementing, verify byte count using one of these methods: 1. Helium 10 → Listing Builder → paste backend text → byte count display 2. Seller Central listing editor → the backend field shows "X bytes remaining" after the input box 3. Simple Python check: `len(text.encode('utf-8'))` — paste into any Python environment Never submit backend terms without confirming the byte count. Amazon silently ignores everything beyond 250 bytes — the terms are not indexed, and there is no error message. Sellers routinely discover their backend terms were never fully indexed because the string was 1–50 bytes over limit. ✅ **CHECKPOINT — SECTION 12** - [ ] Backend terms: all Tier 1 ASINs — current bytes recorded, new strings written - [ ] Byte count: all new backend strings confirmed at 245–250 bytes - [ ] Repetition check: no words from title or bullets appear in backend - [ ] Competitor brand check: no competitor brand names in any backend field - [ ] Implementation: all backends updated in Seller Central — confirmed in Manage Inventory → Edit → Keywords tab - [ ] Indexing confirmation: 48 hours after implementation, test each new keyword in Amazon.co.uk search to confirm the ASIN appears --- # SECTION 13 — A+ CONTENT CREATION BRIEF ## A+ Content: The Conversion Asset That Replaces the Product Description When A+ Content is active on an ASIN, Amazon replaces the plain-text product description field with the A+ Content modules. This is significant for two reasons: the product description field (2,000 characters, plain text, low visual impact) is replaced by a rich content area that can include high-resolution images, comparison tables, brand story modules, and video — all of which increase dwell time and conversion rate. Amazon confirmed in 2023 that A+ Content text is indexed by their search algorithm. This means the copy written for A+ Content text modules contributes to organic keyword rankings — making A+ Content a dual-function asset: a conversion tool AND an indexing tool. Studies by Amazon themselves show that A+ Content increases sales by 3–10% on average, with Premium A+ Content (available to sellers with Brand Registry and 15+ approved A+ projects) increasing sales by up to 20% (Source: Amazon Seller Central, A+ Content help page, 2024). > **Pro Tip:** The highest-impact A+ module for most product categories is not the hero banner — it is the comparison chart. A comparison chart that shows the brand's ASIN alongside 3–4 sister products (colour variants, size variants, or complementary items) keeps the buyer inside the brand's ecosystem rather than going back to search results to compare competitors. Buyers who click through to a second ASIN from A+ Content convert at significantly higher rates than buyers who return to search results, because the second ASIN inherits the trust and relevance already established by the first listing. ## 13.1 — A+ Content Architecture Decision **Standard A+ Content** (5 modules from 17 module types): available to all Brand Registry sellers. No additional requirements. 7 business days review time after submission. **Premium A+ Content** (up to 17 modules with interactive elements, video, and full-width layouts): requires Brand Registry AND 15+ previously approved A+ Content projects AND at least one published Brand Story. If these conditions are not yet met, build Standard A+ now and upgrade to Premium once eligible. **Brand Story module** (special module — appears at the top of all brand ASINs): create this first because it applies across every ASIN simultaneously and establishes the brand entity signal across the full account. One Brand Story creation covers all ASINs. ## 13.2 — Brand Story Module Brief The Brand Story module appears on every ASIN in the brand's account — it does not need to be applied per-ASIN. Creating it once applies it everywhere Brand Registry is active. **Location in Seller Central:** Advertising → A+ Content Manager → Start Creating A+ Content → Brand Story tab **Brand Story content specification:** Header text (H1): `[Brand Name] — [Core Brand Statement in ≤80 characters]` Example: "shopifystore1 — Independently crafted knitwear for UK women, since [year]" Body copy (150–250 words — this text IS indexed by Amazon): The brand story must include: - Founding year and UK trading location - The specific problem the brand was created to solve — one sentence, concrete - Primary product category named explicitly (for indexing) - UK-specific credential (UK manufacturer / UK founder / UK-certified / UK-stocked) - Primary certification if held (GOTS, Soil Association, Vegan Society — with certification status stated) - One claim only the brand can make — specific sourcing detail, production standard, or heritage fact - Current review count and average rating (update quarterly) Three image panels (220×220px each, recommended): Panel 1: Founder or brand team — real photograph, not stock Panel 2: Production or sourcing context — factory, workshop, or raw material Panel 3: Product lifestyle — the product in use by a real person in a real UK context **Prohibited in Brand Story:** Pricing, shipping claims, time-sensitive promotions, competitor comparisons, "Amazon's Choice" references --- ## 13.3 — Standard A+ Content Briefs (Per ASIN) **ASIN 1 — A+ Content Brief (5 Standard Modules)** --- **MODULE 1 — Image with Text Overlay (Hero Banner)** Module type: Image & Dark Text Overlay Image specification: 970×300px (desktop) / Amazon auto-crops for mobile — design for 600×180px safe zone Background: lifestyle photograph — product in context — no white background required for A+ modules Text permitted on image: up to 120 characters headline Image brief: [Describe exactly what the image should show — who, wearing what, in what setting, what mood] Example: "Female model wearing the navy [product name] over a shirt, seated at a desk in a minimal home office, natural window light, photographed at camera-eye level" H2 headline (150 chars max): `[Brand Name] [Core Product Claim — primary keyword included]` Body text (200 chars max — this text is indexed): `[2–3 sentences — brand statement, UK credential, primary keyword and secondary keyword included naturally]` Indexed keywords targeted in this module: [list primary + secondary keywords placed in body text] --- **MODULE 2 — Four-Image Text Quadrant (Feature Grid)** Module type: Four Image & Text Purpose: Four key product benefits — each with a supporting lifestyle or macro product image Image specification: 220×220px per quadrant image Quadrant 1: [Feature name — 50 char header + 100 char body] Image brief: [Specific image — e.g. "close-up of fabric texture showing the fine merino weave"] Header: `[ALL CAPS FEATURE]` Body: `[Specific benefit claim — secondary keyword 2 included — under 100 chars]` Quadrant 2: [Feature name] Image brief: [Specific image] Header: `[ALL CAPS FEATURE]` Body: `[Specific benefit claim — under 100 chars]` Quadrant 3: [UK-specific feature] Image brief: [Specific image] Header: `[ALL CAPS UK-SPECIFIC FEATURE]` Body: `[UK-specific claim — UK sizing / UK compliance / UK delivery / UK certification — under 100 chars]` Quadrant 4: [Sustainability or care feature] Image brief: [Specific image] Header: `[ALL CAPS CARE OR SUSTAINABILITY FEATURE]` Body: `[Specific claim — tier 3 keyword included — under 100 chars]` Indexed keywords targeted in this module: [list keywords in quadrant body text] --- **MODULE 3 — Standard Image & Highlight Feature (Deep Specification)** Module type: Standard Image & Highlight Feature (bullet list variant) Purpose: Full specification detail — most text-heavy module — highest keyword indexing value Image specification: 300×300px (left-aligned with bullet list to the right) Image brief: [Detailed product flat lay or technical detail — e.g. "flat lay of the jumper on white surface showing all angles simultaneously, garment fully stretched to show dimensions"] Module header (150 chars): `[Specification-led header — primary keyword variant + material name]` Module body text (300 chars — this is the most-indexed text block in Standard A+): `[Full specification: material composition with percentages, weight in GSM, wash care in plain English, origin country, certification name with certificate number, dimensions if applicable. Include primary keyword, secondary keyword, and at least one Tier 3 keyword. Write for a reader who wants to confirm this product is exactly what they need before purchasing.]` Feature bullets (5 bullets — 200 chars each): Bullet 1: [Spec point 1 — material + percentage + source] Bullet 2: [Spec point 2 — weight or dimension] Bullet 3: [Spec point 3 — care instruction specific to material] Bullet 4: [Spec point 4 — certification + verification link text] Bullet 5: [Spec point 5 — UK-specific attribute — sizing / compliance / delivery] Indexed keywords targeted in this module: [list all keywords placed in header, body, and bullets] --- **MODULE 4 — Comparison Chart (ASIN Cross-Sell)** Module type: Standard Comparison Chart Purpose: Compare this ASIN alongside 3–4 sister ASINs (own brand only — Amazon requires all compared ASINs to belong to the same brand) Primary goal: keep the buyer inside the brand ecosystem — click through to a second ASIN rather than returning to search results ASIN comparison structure: | Attribute | This ASIN | Sister ASIN 1 | Sister ASIN 2 | Sister ASIN 3 | |---|---|---|---|---| | Product name | [Name] | [Name] | [Name] | [Name] | | Material | [Material] | [Material] | [Material] | [Material] | | UK size range | [Range] | [Range] | [Range] | [Range] | | Fit type | [Fit] | [Fit] | [Fit] | [Fit] | | Best for | [Use case] | [Use case] | [Use case] | [Use case] | Attribute selection rule: choose the 5 attributes where this ASIN is most competitive OR where the differences most clearly help the buyer make a decision. Do not choose attributes where sister ASINs are clearly superior — the comparison table should help buyers find the right product, not highlight weaknesses. --- **MODULE 5 — Brand Description (Standard Text with Logo)** Module type: Standard Company Logo and Description Purpose: Brand authority and trust signal — reinforces E-E-A-T signals from the About page equivalent Logo specification: 600×180px, PNG transparent background Brand description text (300 words — this text is indexed): Write the brand description to include: - Brand name (exact as registered in Brand Registry) - Founding year and UK location - Primary product category (named explicitly for indexing) - Manufacturing or sourcing philosophy — specific, verifiable - Certifications held — with certification body names and verification method - Current review performance — "X+ verified reviews at X.X stars" (update quarterly) - Primary keyword, secondary keyword, and Tier 3 keyword placed naturally - UK credential — British founder / UK manufacturing / UK safety compliance The brand description text is one of the most valuable A+ indexing locations because it has the highest word count of any standard module. Every keyword placed here that is not in the title or bullets receives additional indexing weight without occupying visible listing real estate. --- **ASIN 2 — A+ Content Brief** *(Follow the same 5-module structure as ASIN 1 — all content unique to this ASIN's specific product, keywords, and differentiators. Do not copy from ASIN 1.)* Module 1 — Hero banner: [image brief + text brief specific to ASIN 2] Module 2 — Feature grid: [4 features specific to ASIN 2's confirmed benefits from review analysis] Module 3 — Specification: [ASIN 2's specific material composition, dimensions, certifications] Module 4 — Comparison chart: [ASIN 2 compared to its own sister variants] Module 5 — Brand description: [same Brand Story text can share this module if a separate Brand Story module is published — otherwise write unique brand text with ASIN 2's specific keywords added] --- *(Repeat A+ Content brief for every Tier 1 priority ASIN)* ## 13.4 — A+ Content Implementation **Submission steps in Seller Central:** 1. Advertising → A+ Content Manager → Start Creating A+ Content 2. Select content type: Standard A+ or Brand Story 3. Add modules in order — drag to reorder 4. Add ASINs to apply the content to: enter parent ASINs only — children inherit automatically 5. Preview: always preview on both desktop AND mobile before submission 6. Submit for Amazon review — 7 business days standard review time **Common A+ rejection reasons (Amazon.co.uk, 2024–2025):** - Pricing mentioned in any module: "from £X" or "RRP" — prohibited - Shipping or delivery claims: "free next-day delivery" — prohibited in A+ - Reference to Amazon badges: "Amazon's Choice" or "Best Seller" — prohibited - Comparison to named competitor brands: permitted to compare attributes, prohibited to name competitors - Poor image quality: images that appear blurry when zoomed, or are below minimum pixel specifications - Prohibited product claims: any medicinal claim in health/beauty A+ without MHRA substantiation ✅ **CHECKPOINT — SECTION 13** - [ ] Brand Story: brief complete — submitted and under Amazon review - [ ] ASIN 1 A+ Content: all 5 modules briefed — design assets commissioned or created - [ ] ASIN 2 A+ Content: all 5 modules briefed - [ ] All priority ASINs: A+ briefs complete — submission queue scheduled - [ ] Preview: all A+ Content previewed on mobile before submission - [ ] Amazon review: 7 business day review time noted — publication timeline confirmed --- # SECTION 14 — AMAZON BRAND STORE ## The Brand Store: Where Amazon Traffic Stays in Your Ecosystem The Amazon Brand Store is a multi-page brand website hosted on Amazon.co.uk at amazon.co.uk/stores/[brand-handle]. It is free for Brand Registry sellers, it can be linked from Sponsored Brands campaigns, and it earns organic traffic from buyers who search for the brand name directly on Amazon. Without a Brand Store, a Sponsored Brands campaign has nowhere compelling to send buyers — it must link either to the search results page or to a single product listing. Neither of these destinations is as effective as a brand storefront for buyers who have clicked a brand-level ad and want to explore the full range. The Brand Store also earns its own analytics: Seller Central → Reports → Brand Analytics → Stores Insights shows which traffic sources (organic Amazon search, Sponsored Brands, external traffic) drive visits to the store, and which store pages convert most effectively. > **Pro Tip:** The highest-converting Brand Store page is not the homepage — it is the "New Arrivals" or "Best Sellers" sub-page. Buyers who click through to a Brand Store have shown high purchase intent — they are interested in the brand specifically, not just a single product. A sub-page that shows the 4–6 highest-converting ASINs (by CVR from Section 6.1) converts these high-intent visitors at a higher rate than the full catalogue homepage. Build this sub-page in Stage 2 and link Sponsored Brands campaigns to it rather than to the homepage. ## 14.1 — Brand Store Architecture **Homepage:** - Hero banner: seasonal or evergreen brand statement — 3000×600px recommended - Featured collections: 3 category tiles — link to sub-pages - Bestsellers tile grid: top 4–6 ASINs by CVR — these are the highest-converting products - Brand Story section: 150–200 words — embedded from Brand Story module or rewritten for store context **Sub-page 1 — [Primary Product Category]:** - All active parent ASINs in this category - Category hero image: 3000×600px lifestyle image — category-specific - Category description: 200–300 words — category head term keyword included — Amazon Store text is indexed - Filter/sort enabled: let buyers filter by colour, size, price if the store builder supports it **Sub-page 2 — [Secondary Product Category or New Arrivals]:** - All parent ASINs in this category or all ASINs launched in the last 90 days - Category hero image: 3000×600px - Category description: 200–300 words **Sub-page 3 — Best Sellers:** - Top 6 ASINs by revenue from Section 6.1 Business Reports - No hero description needed — let the products speak - Update quarterly as bestseller rankings change **Sub-page 4 — Gifts / Seasonal (where applicable):** - Seasonal sub-page: publish 6 weeks before seasonal peak — remove or replace off-season - Gift sub-page: relevant for Q4, Mother's Day, Valentine's Day depending on product category ## 14.2 — Store Content Specification **Store Homepage Header copy (200 words — indexed by Amazon):** This copy must include: - Brand name (exact as in Brand Registry) - Primary product category described explicitly - UK brand signal: founded year, UK location, UK certification if held - Primary keyword from Section 3 keyword research - Secondary keyword from Section 3 - Call to explore sub-pages: "Browse our [category] range" or "Discover new arrivals" Do NOT include: pricing, shipping claims, promotional language, time-sensitive offers **Sub-page descriptions (200–300 words each — indexed):** Each sub-page description follows the same structure: - H1 equivalent (sub-page name): category name containing the page's target keyword - Opening paragraph: what this collection contains, who it is for, key differentiator - Body paragraph: material or product specifics — the indexing content - Closing: "Explore the full [category] range" — soft internal navigation prompt ## 14.3 — Brand Store SEO Notes Amazon Brand Stores can rank in external search engines (Google, Bing) for brand-name queries. A search for "[brand name] Amazon" may return the store URL in Google results. This is an additional organic channel that costs nothing beyond the time to build and maintain the store. Amazon's own internal search also surfaces Brand Store pages for brand-name and category searches — buyers searching for the brand name directly may see the store link before individual product listings in some SERP configurations. Store pages with video content produce significantly higher session duration metrics — a signal Amazon's internal analytics track as a brand quality indicator. **Store URL claim:** Claim the clean store URL immediately — amazon.co.uk/stores/[brand-name] — even if the store is not yet fully built. Once another brand claims a similar URL, the preferred URL may not be available. ## 14.4 — Sponsored Brands Campaign Link Strategy Once the Brand Store is live, update all existing Sponsored Brands campaigns to link to the most relevant store sub-page rather than to a product listing page: | Campaign target keyword | Best landing page | Reason | |---|---|---| | [Brand name keyword] | Brand Store homepage | Buyer is searching for the brand specifically | | [Category keyword — e.g. merino jumpers] | Category sub-page | Buyer wants to browse the category | | [New Arrivals keyword] | New Arrivals sub-page | Buyer has discovery intent | | [Bestsellers keyword] | Best Sellers sub-page | Buyer wants social-proof-validated products | ✅ **CHECKPOINT — SECTION 14** - [ ] Brand Store: URL claimed — amazon.co.uk/stores/[brand-name] - [ ] Homepage: hero banner, category tiles, bestsellers grid, brand description — all built - [ ] Sub-page 1 (primary category): all ASINs populated, description live - [ ] Sub-page 2 (secondary or new arrivals): built and live - [ ] Sub-page 3 (best sellers): top 6 ASINs populated - [ ] All store page descriptions: written, keyword-optimised, live - [ ] Sponsored Brands campaigns: updated to link to relevant store sub-pages - [ ] Stores Insights: reporting confirmed active in Brand Analytics --- # SECTION 15 — PRODUCT DESCRIPTION (WHEN A+ IS NOT ACTIVE) ## The Description Field: Only Relevant Without A+ When A+ Content is active on an ASIN, the product description field is completely replaced. The description field text is not indexed and not shown to buyers. Writing a detailed product description for an ASIN with active A+ Content is wasted effort. However, there are three situations where the product description field still matters: 1. **New ASINs before A+ is approved:** Amazon's 7-day review cycle means there is always a window where the listing is live but A+ is not yet published. A strong description during this window improves the listing's conversion during the high-activity launch phase. 2. **ASINs not yet covered by A+ Content:** if the account has more ASINs than the A+ Content team has capacity to cover, those ASINs need a description. 3. **Google Shopping and external discovery:** Amazon product pages are indexed by Google. The product description field contributes to the on-page content that Google reads. A well-written description with natural keyword usage improves the ASIN's Google Shopping and Google Search visibility for buyers arriving from outside Amazon. ## 15.1 — Product Description Formula **Character limit:** 2,000 characters (Amazon strips HTML tags except ``, ``, `` in product descriptions — do not use headers or bullet HTML here) **Structure:** Opening paragraph (250–350 chars): answer the question "what is this product and who is it for?" Include the primary keyword and a UK-specific signal. Body paragraph 1 (300–400 chars): material or ingredient specification — full composition, percentages, sourcing detail if applicable. Secondary keyword included naturally. Body paragraph 2 (300–400 chars): size, fit, or use case — explicit UK sizing, fit type, styling notes. Tier 2 keyword included. Closing paragraph (200–300 chars): brand signal, certification reference, and a soft navigation CTA: "Discover our full [product type] range at [brand name] on Amazon." **The keyword rule for descriptions:** The primary keyword should appear once in the opening paragraph. Secondary keywords and Tier 3 keywords appear once each in body paragraphs. Do not repeat keywords — Amazon's description indexing does not reward density, and buyers who read descriptions are put off by repetition. ## 15.2 — Product Descriptions Per ASIN (When A+ Not Yet Active) **ASIN 1 — Product Description (pre-A+ or A+ not applicable)** `[WRITE FULL PRODUCT DESCRIPTION — 1,500–2,000 chars — primary keyword in opening paragraph — UK sizing in body — brand credential in closing — no HTML headers — no bullet points in description field]` Character count: [X] of 2,000 Keyword coverage: - Primary keyword: [state — position in description] - Secondary keyword 1: [state — position] - Tier 3 keyword: [state — position] --- **ASIN 2 — Product Description** `[WRITE FULL PRODUCT DESCRIPTION]` --- *(Repeat for any ASIN without active A+ Content)* ✅ **CHECKPOINT — SECTION 15** - [ ] Descriptions: written for all ASINs without active A+ Content - [ ] Primary keyword: confirmed in opening paragraph of each description - [ ] Character count: all descriptions between 1,500–2,000 chars - [ ] A+ Content launch: description field auto-replaced when A+ goes live — confirm per ASIN after A+ approval --- # SECTION 16 — KEYWORD PLACEMENT MAP (MASTER DOCUMENT) ## The Placement Map: The Single Reference Document for All Keyword Decisions The keyword placement map is the master reference document for the entire Stage 2 optimisation. It shows which keyword appears in which field for every Tier 1 ASIN — confirming that every high-priority keyword is covered by at least one indexable field, and that no critical keyword is missing from the account. This document is updated after every Stage 2 change and becomes the handoff document to Stage 3 (advertising) — the advertising team uses it to confirm which keywords are indexed organically before building exact match campaigns. ## 16.1 — Keyword Placement Map Per ASIN **ASIN 1: [B0XXXXXXXXXX — Product Name]** | Keyword | UK vol/mo | Title | Backend | Bullet 1 | Bullet 2–5 | A+ Text | Description | Ad Queue | |---|---|---|---|---|---|---|---|---| | [Primary KW] | [X,XXX] | ✅ char [X] | ✅ | ✅ | | ✅ mod 1 | ✅ | Exact match | | [Secondary KW 1] | [XXX] | ✅ char [X] | ✅ | | ✅ B2 | ✅ mod 3 | ✅ | Phrase match | | [Secondary KW 2] | [XXX] | | ✅ | | ✅ B3 | ✅ mod 3 | | Phrase match | | [Tier 3 KW 1] | [XX–XXX] | | ✅ | | | ✅ mod 5 | | Auto campaign | | [Tier 3 KW 2] | [XX–XXX] | | ✅ | | | | | Auto campaign | | [Misspelling 1] | [XX] | | ✅ | | | | | Negative | | [Gift term 1] | [XXX] | | ✅ | | | ✅ mod 5 | | Auto campaign | Coverage score: [X of Y targeted keywords are covered by at least one indexed field] Gaps: [Any keyword in the near-miss list from Section 3.3 that is not covered — these are Stage 3 ad campaign priorities] --- **ASIN 2: [B0XXXXXXXXXX — Product Name]** | Keyword | UK vol/mo | Title | Backend | Bullet 1 | Bullet 2–5 | A+ Text | Description | Ad Queue | |---|---|---|---|---|---|---|---|---| | [Primary KW] | [X,XXX] | ✅ | ✅ | ✅ | | ✅ | ✅ | Exact match | | [Secondary KW 1] | [XXX] | ✅ | ✅ | | ✅ | ✅ | | Phrase match | --- *(Repeat for every Tier 1 ASIN)* ## 16.2 — Gap Analysis (Post-Optimisation) After completing all Stage 2 listing changes, identify any remaining keyword gaps — high-priority keywords that are not covered by any indexed field. | Keyword | UK vol/mo | Why it matters | Field gap | Stage 3 action | |---|---|---|---|---| | [Gap KW 1] | [XXX] | [Near-miss from SQP — impressions without top-3 ranking] | Not in title or bullets | Launch exact match Sponsored Products campaign — Stage 3 | | [Gap KW 2] | [XXX] | [High-converting term from competitor ASIN] | Only in backend | Consider adding to A+ Module 3 body text | ## 16.3 — Stage 2 to Stage 3 Handoff Data Stage 3 launches Sponsored Products campaigns built specifically on Stage 2's confirmed keyword coverage. The handoff data: **Exact match campaign queue (Category A terms — confirmed converters not yet in campaigns):** [List from Section 3.1 Category A terms that Stage 3 will put into exact match campaigns] **Phrase match campaign queue (Secondary keywords now in listing):** [List from keyword placement map — secondary keywords confirmed in title or bullets — Stage 3 phrase match] **Auto campaign seed keywords (Tier 3 and gift terms — in backend but not yet in title/bullets):** [List from keyword placement map backend terms — Stage 3 auto campaigns will mine these for new discoveries] **CVR problem keywords (Category C from Section 3.1 — clicks but no purchases):** [List of keywords where listing changes were made in Stage 2 to address CVR — Stage 3 will re-test with fresh exact match campaigns after a 2-week settle period] ✅ **CHECKPOINT — SECTION 16** - [ ] Keyword placement maps: complete for all Tier 1 ASINs - [ ] Coverage score: all primary and secondary keywords covered by at least one indexed field - [ ] Gap analysis: remaining gaps documented — Stage 3 ad campaign action assigned - [ ] Handoff document: exact match / phrase match / auto campaign queues compiled for Stage 3 - [ ] Stage 3 trigger: Stage 2 all-checklist confirmed — Stage 3 advertising brief begins --- # SECTION 17 — STAGE 2 KPI TARGETS & MONITORING ## What to Measure After Stage 2 Listing Changes Amazon does not instantly re-index listing changes. After updating a title or bullet points, it typically takes 24–72 hours for Amazon's crawlers to re-index the listing and for the ranking changes to appear in search results. After significant content changes, the full ranking impact can take 2–4 weeks to stabilise. During this period, the metrics to monitor are not rankings directly — they are the leading indicators that predict ranking changes. > **Pro Tip:** The fastest signal that a title change has worked is the A9/A10 organic click-through rate — visible in the Search Query Performance report in Brand Analytics. When a title change improves the keyword placement and clarity, the CTR on that keyword improves within 7–14 days. BSR improvement follows CTR improvement by 2–4 weeks. If CTR is not improving 2 weeks after a major title change — the change did not achieve its goal, and the title needs revisiting before waiting 4–8 weeks for a BSR movement that is not going to come. ## 17.1 — Stage 2 KPI Dashboard Record all baselines on the date of each major listing change. | KPI | ASIN 1 baseline | ASIN 2 baseline | Week 2 target | Month 2 target | Source | |---|---|---|---|---|---| | BSR (primary category) | [Stage 1 record] | [Stage 1 record] | Within 20% of target | Top 500 in category | Amazon PDP | | Sessions | [Stage 1 record] | [Stage 1 record] | +10–20% | +30–50% | Seller Central Business Reports | | CVR (%) | [Stage 1 record] | [Stage 1 record] | +1pp | +2–3pp | Seller Central Business Reports | | SQP click rank (primary KW) | [Stage 1 record] | [Stage 1 record] | Within top 5 | Within top 3 | Brand Analytics SQP | | SQP purchase rank (primary KW) | [Stage 1 record] | [Stage 1 record] | Within top 5 | Within top 3 | Brand Analytics SQP | | Impressions (organic) | [Stage 1 record] | [Stage 1 record] | +20–30% | +50–80% | Brand Analytics SQP | | Review count | [Stage 1 record] | [Stage 1 record] | +5 (Vine) | +15 | Judge.me / Vine | ## 17.2 — A/B Testing with Amazon Manage Your Experiments (Brand Registry) After initial Stage 2 listing changes are live and indexed, run Amazon's built-in A/B testing tool for the highest-priority ASINs. **Location:** Seller Central → Brands → Manage Your Experiments **What can be tested:** - Product title (two title variants — Amazon runs a 4-week test) - Main image (two image variants) - A+ Content (two A+ Content versions) **A/B testing rules:** - One test per ASIN at a time - Minimum 4 weeks per test (Amazon requires statistical significance before declaring a winner) - Amazon shows a projected winner based on sales improvement — but also shows the raw CVR difference - Only run A/B tests on ASINs with sufficient session volume — below 50 sessions/day, the test takes too long to reach significance **Recommended first test (Stage 2):** Title variant test on the highest-revenue ASIN with the largest confirmed gap to competitor title quality. Test: current Stage 2 title vs an alternative that front-loads a different secondary keyword in position 2. ## 17.3 — Stage 2 Weekly Monitoring Protocol **Every Monday morning (10 minutes per ASIN):** 1. Check BSR on each Tier 1 ASIN — has it improved vs last week? 2. Check for new negative reviews — any new themes that Stage 2 listing changes have not yet addressed? 3. Check for suppression alerts in Manage Inventory — any ASIN that was active last week is now suppressed? 4. Check Buy Box status — any ASIN that has lost Buy Box since last week? **Every 2 weeks:** 1. Run SQP report — compare click rank and purchase rank for primary keywords vs Stage 1 baseline 2. Run Business Reports — compare CVR vs Stage 1 baseline 3. Check A+ Content status — any modules rejected by Amazon? Any awaiting resubmission? **Month 2 review:** Full Stage 2 KPI dashboard review — all metrics vs Stage 1 baseline. Determine which ASINs achieved their Stage 2 targets and which need Stage 3 advertising support to accelerate. ✅ **CHECKPOINT — SECTION 17** - [ ] Stage 2 KPI dashboard: all baseline values recorded on date of each listing change - [ ] Monitoring protocol: weekly Monday checks confirmed with account manager - [ ] Manage Your Experiments: A/B test set up for highest-priority ASIN title - [ ] Month 2 review date: set in calendar — full KPI comparison vs Stage 1 baseline - [ ] Stage 3 trigger: all Stage 2 checklists complete — Stage 3 advertising brief ready --- # CITATIONS — STAGE 2 1. **Amazon. *Product title requirements*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G200203280 *Supports: Title character limits, prohibited content in titles, brand-first formatting guidance throughout Section 10.* 2. **Amazon. *About A+ Content*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G202102960 *Supports: A+ Content module types, 7-day review time, 3–10% and up to 20% sales improvement data cited in Section 13.* 3. **Amazon. *Bullet points and product descriptions — requirements*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G200389330 *Supports: Bullet point formatting rules, permitted ALL CAPS usage, character limits, prohibited content throughout Section 11.* 4. **Amazon. *Search Terms field — product listing*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G23501 *Supports: 250-byte limit, no commas, no competitor brand names, no repetition rules throughout Section 12.* 5. **Amazon. *A+ Content — image and text requirements*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G202102980 *Supports: A+ Content image specifications (970×300px hero, 220×220px quadrant, 300×300px feature module) and prohibited content rules in Section 13.* 6. **Amazon. *Amazon Stores — create a Store*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G202120490 *Supports: Brand Store architecture, URL structure, Sponsored Brands linking strategy throughout Section 14.* 7. **Amazon. *Manage Your Experiments — A/B testing*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G465Y4EGMKY8BXVQ *Supports: A/B testing methodology, 4-week minimum test period, eligible test types in Section 17.2.* 8. **Amazon. *Brand Registry — eligibility and benefits*. Amazon Brand Services, 2024.** https://brandservices.amazon.co.uk/brandregistry *Supports: Brand Registry requirements for A+ Content access and Manage Your Experiments eligibility throughout Sections 13 and 17.* 9. **Helium 10. *Amazon listing optimisation — UK marketplace guide*. Helium 10 Blog, 2024.** https://www.helium10.com/blog/amazon-listing-optimization/ *Supports: A9/A10 keyword placement hierarchy, mobile title truncation benchmarks, and backend byte counter methodology throughout Sections 9, 10, and 12.* 10. **Amazon. *Search Query Performance report guide*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/GDRD88UGKX56ATRR *Supports: SQP click rank and purchase rank interpretation for monitoring listing changes in Section 17.1.* 11. **UK Government. *Consumer Rights Act 2015 — returning goods*. Gov.uk, 2024.** https://www.gov.uk/consumer-rights-act-2015 *Supports: 30-day right to return stated as UK legal minimum in Section 9.3 UK Listing Language Standards.* 12. **Amazon. *Product detail page rules — style guides by category*. Amazon Seller Central, 2024.** https://sellercentral.amazon.co.uk/gp/help/G200390640 *Supports: Category-specific title formulas, bullet point standards, and image requirements throughout Sections 10, 11, and 13.* 13. **Jungle Scout. *Amazon A+ Content study — sales impact by content type*. Jungle Scout Research, 2024.** https://www.junglescout.com/blog/amazon-a-plus-content/ *Supports: A+ Content CVR improvement data and comparison chart conversion effectiveness referenced in Sections 13 and 14.* 14. **Amazon. *Amazon Storefront analytics — Stores Insights*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G201988450 *Supports: Brand Store analytics, traffic source reporting, and session duration as brand quality indicator in Section 14.3.* 15. **UK Intellectual Property Office. *Trademark classes — Nice Classification*. IPO.gov.uk, 2024.** https://www.gov.uk/guidance/trade-marks-manual/class-headings *Supports: trademark class requirements for Brand Registry enrollment (Class 25 clothing, Class 3 cosmetics) referenced in Stage 1 Section 5 and throughout Stage 2.* --- *amazonproject1.co.uk — Amazon SEO Live Project* *Stage 2: Listing Optimisation* *Applied: Amazon SEO Master Prompt v1.0 · Forbidden Words List (9 categories, 70+ phrases)* *aiseojournal.net | March 2026* *Next stage: Stage 3 — Reviews, Advertising & Brand Authority (Sponsored Products full build, Vine programme, Brand Tailored Promotions, press and external traffic)*](https://aiseojournal.net/wp-content/uploads/2026/04/Amazon-SEO-Live-Project-Part-2-Listing-Optimisation-332x332.png)
![# amazonproject1.co.uk — Amazon SEO Live Project ## Stage 2: Listing Optimisation **Format:** Hands-On Live Project A–Z | aiseojournal.net | March 2026 **Store:** amazonproject1.co.uk | Platform: Amazon.co.uk | UK Marketplace **Applied:** Amazon SEO Master Prompt v1.0 · Forbidden Words List (9 categories, 70+ phrases) **Prerequisite:** Stage 1 complete — all 8 checklist sections confirmed, keyword baseline recorded, competitor gap tables written, Brand Registry active **Stage objective:** Rewrite every Tier 1 priority ASIN's title, bullets, and backend search terms using confirmed keyword data; build A+ Content for all priority ASINs; create the Amazon Brand Store; and deliver a keyword placement map per ASIN that leaves no indexable field empty --- VARIATION SELECTION Tone: E (Practitioner) — written as the brand's Amazon listing manager Language: 2 (Moderate) — Amazon field names and algorithm terms used precisely Opening: Problem-first — the specific gap Stage 1 confirmed that Stage 2 closes --- # SECTION 9 — LISTING OPTIMISATION STRATEGY ## The Gap Stage 1 Confirmed Stage 1 found it. Stage 2 closes it. The competitor gap tables in Section 4 showed that the top-ranking ASINs for the brand's primary keywords have their primary keyword in the first 47–55 characters of the title, A+ Content active, size chart images, benefit-first bullet 1, and 100+ reviews at 4.5 stars. The brand's ASINs have none of those — or an incomplete version of most. Stage 2 does not guess at what to write. It writes specifically from the confirmed keyword data in Section 3, the confirmed competitor gaps in Section 4, and the confirmed negative review themes in Section 8. Every title word, every bullet claim, and every backend term in Stage 2 comes from confirmed data — not from a generic copywriting template. > **Pro Tip:** The most common listing optimisation mistake on Amazon.co.uk is improving everything slightly. A title that improves from 7/10 to 8/10 quality does not move BSR. A title rewritten to put the exact high-volume keyword in the first 50 characters, with UK size and colour stated, and a secondary keyword before character 120 — that moves BSR. Stage 2 is about transformational changes to the two or three fields that matter most, not incremental polish across every field. ## 9.1 — Listing Optimisation Priority Order Stage 2 optimises ASINs in the order established in Section 2.2's ASIN Priority Matrix. The sequence is: 1. Highest-revenue ASIN with the largest confirmed keyword gap 2. ASINs with Category C keywords (clicks but no purchases — confirmed CVR problem) 3. ASINs ranking positions 4–8 for primary keyword — closest to the top 3 4. New ASINs launching in Stage 2 — get the listing right before launch, not after 5. Remaining ASINs — systematic completion through Stage 3 **Why revenue rank alone does not determine optimisation order:** An ASIN at #3 by revenue with a CVR of 4.2% that the category average is 12% is losing far more money to underperformance than its revenue rank suggests. Fixing the CVR from 4.2% to 9% on an ASIN generating £8,000/month produces more incremental revenue than optimising an already-performing ASIN at £12,000/month with a CVR of 11%. ## 9.2 — The A9/A10 Keyword Placement Hierarchy Before writing a single word of listing copy, confirm this hierarchy. Every recommendation in Stage 2 is built on it. Amazon's A9/A10 algorithm reads listing fields in this order of relevance weighting: | Position | Field | A9 weighting | Character / byte limit | |---|---|---|---| | 1 | Product title | Highest | 80–200 chars (category-dependent) | | 2 | Backend search terms | High | 250 bytes total | | 3 | Bullet points (all 5) | Medium-high | 500 chars each | | 4 | A+ Content text modules | Medium (indexed from 2023) | ~300 words per module | | 5 | Product description | Lower (suppressed when A+ active) | 2,000 chars | | 6 | Subject matter / intended use | Low | 50 chars each | **The two rules that follow from this hierarchy:** Rule 1: A primary keyword that appears in the title and the backend search terms is weighted more strongly than a keyword that appears in only one location. Never treat these fields as alternatives — they stack. Rule 2: The backend search terms field is the most underused field in most Amazon accounts. Most sellers use fewer than 100 bytes of the 250 available. Every unused byte is a missed keyword. Stage 2 fills the backend to 245–250 bytes for every ASIN. ## 9.3 — UK Listing Language Standards Apply these standards to every piece of listing copy produced in Stage 2. No exceptions. **Spelling:** colour, grey, organise, recognise, maximise, centre, theatre, jewellery, catalogue, licence (noun), practice (noun). The spell-checker default in most copywriting tools is US English — override it. **Sizing:** UK 6 / UK 8 / UK 10 / UK 12. Not XS/S/M/L/XL as primary notation (add these in brackets after UK size if required). Never US sizing as primary. **Measurements:** cm as primary unit. Inches in brackets if required for specific categories. Never inches as primary unit. **Currency:** £ as primary. GBP in formal references. No $. **Dates:** DD/MM/YYYY format where applicable. **Phone / voltage:** 230V, three-pin UK plug (BS 1363). State explicitly for electrical products. **Consumer law:** "30-day returns" is not just good service — it is the UK legal minimum under the Consumer Rights Act 2015. State it as a feature, not as a concession. > **Pro Tip:** UK Amazon buyers read listing copy looking for signals that the product is genuinely intended for them. An American seller who has copied their Amazon.com listing without changing the sizing, spelling, or measurements sends a subtle but persistent signal that this product was not designed for UK buyers. Buyers do not consciously notice US spelling or inch measurements — but the conversion rate is measurably lower than listings that speak fluent British English. The fix takes 20 minutes per listing and the impact persists permanently. --- # SECTION 10 — TITLE OPTIMISATION (ALL PRIORITY ASINS) ## Titles: The Most Important Field on Amazon Amazon truncates titles in search results at approximately 55–65 characters on desktop and 40–55 characters on mobile. The primary keyword, the most compelling differentiator, and the UK signal must all appear before the truncation point. A buyer on mobile who sees a product title truncated at "Women's Merino Wool Roll-Neck Jumper in..." makes their click decision based on those first 40–45 characters. They do not see what follows the truncation. If the primary keyword and a differentiating signal are not in those first characters, the click may go to a competitor whose title did manage it. > **Pro Tip:** The biggest title optimisation mistake is starting with the brand name. Amazon recommends brand name first in most categories — but brand name first means the primary keyword appears later in the title, behind the truncation point on mobile for most buyers. Test both orders: [Brand] [Primary Keyword] vs [Primary Keyword] [Brand]. For established brands with high recognition, brand-first makes sense. For brands at early stages of Amazon growth, keyword-first wins more clicks from buyers who have not yet heard of the brand. ## 10.1 — Title Formula by Product Category **CLOTHING TITLE FORMULA:** `[Brand Name] [Primary Keyword] [Key Material Attribute] [UK Size Range] [Colour(s) Available]` Character target: 120–150 characters (most clothing categories permit 200 — use the space) Mobile truncation target: Primary keyword AND at least one differentiator in first 55 characters UK size: UK [range] — not XS-XL as primary Example (55 chars desktop truncation point marked with |): `shopifystore1 Merino Wool Roll-Neck Jumper Women UK| 6-22 Navy Grey Camel GOTS Certified` (Result: "shopifystore1 Merino Wool Roll-Neck Jumper Women UK" visible on mobile before truncation — primary keyword present) **HEALTH & BEAUTY TITLE FORMULA:** `[Brand Name] [Primary Keyword] [Key Active Ingredient or Benefit] [Volume/Size] [Skin Type or Use Case]` Character target: 100–140 characters Mobile truncation target: Primary keyword in first 50 characters Prohibited: "clinically proven", "best", "#1" without Amazon category validation **HOME & KITCHEN TITLE FORMULA:** `[Brand Name] [Primary Keyword] [Key Material] [Dimensions in cm] [Colour] [Pack Size if applicable]` Character target: 100–150 characters Dimensions: in cm as primary unit — e.g. "40×30×20cm" **SPORTS & FITNESS TITLE FORMULA:** `[Brand Name] [Primary Keyword] [Key Performance Spec] [UK Size Range] [Colour]` Performance spec: hydrostatic head (mm) for waterproof gear, fill power for down insulation, denier for backpacks ## 10.2 — Title Rewrites Per ASIN --- **ASIN 1 TITLE REWRITE** | Element | Current | Stage 2 | |---|---|---| | ASIN | [B0XXXXXXXXXX] | — | | Current title | [CURRENT FULL TITLE — copy from listing] | — | | Current char count | [X chars] | — | | Primary keyword (from S3 SQP) | — | [PRIMARY KW — confirmed UK volume] | | Primary keyword position (current) | Character [X] | Target: character 1–55 | | UK size stated | ✅ / ❌ | Must be present | | UK spelling throughout | ✅ / ❌ | Must be confirmed | **Stage 2 Title:** `[WRITE FULL REWRITTEN TITLE HERE — no placeholder, specific to this ASIN]` Character count: [X] of [category limit] Primary keyword in first 55 chars: ✅ confirmed at character [X] Secondary keyword present: ✅ at character [X] UK size range stated: ✅ UK spelling: ✅ Prohibited content (promotional language, pricing, subjective claims): ❌ none present **Reasoning:** The current title places the primary keyword "[current KW position]" at character [X] — behind the mobile truncation point of approximately 50 characters. The majority of this ASIN's sessions come from mobile (confirm in Seller Central Business Reports → filter by device). The rewritten title moves "[primary keyword]" to characters 1–[X], placing it within every device's visible title length. The UK size range "[UK X–XX]" is added explicitly — confirmed as the most common 3-star review theme ("no UK sizing information") in Section 8. --- **ASIN 2 TITLE REWRITE** | Element | Current | Stage 2 | |---|---|---| | ASIN | [B0XXXXXXXXXX] | — | | Current title | [CURRENT FULL TITLE] | — | | Primary keyword position (current) | Character [X] | Target: character 1–55 | **Stage 2 Title:** `[WRITE FULL REWRITTEN TITLE HERE]` Character count: [X] of [category limit] **Reasoning:** [Specific reasoning based on Section 3 keyword data and Section 4 competitor gap — not generic guidance] --- *(Repeat title rewrite block for every Tier 1 priority ASIN from Section 2.2 priority matrix)* ## 10.3 — Title Implementation **Seller Central path:** Admin → Inventory → Manage Inventory → Edit → Product Details → Product Name field **Important:** Changing a title on an ASIN with an active Amazon's Choice badge carries risk. Amazon's algorithm may re-evaluate the badge assignment after a title change. If an ASIN currently holds an Amazon's Choice badge for a specific keyword — do not change the title until confirming the new title still contains that keyword prominently. **Implementation rule:** Never change a title and backend search terms simultaneously on the same day for a high-performing ASIN. Change the title first. Wait 5–7 days to observe any BSR or ranking movement. Then update the backend. Changing all fields simultaneously makes it impossible to isolate which change produced which result. ✅ **CHECKPOINT — SECTION 10** - [ ] All Tier 1 ASIN titles rewritten and implemented in Seller Central - [ ] Primary keyword confirmed in first 55 characters on every rewritten title - [ ] UK spelling confirmed throughout all titles - [ ] UK size range stated in all applicable clothing titles - [ ] Amazon's Choice badge ASINs: title change approach confirmed — keyword preserved - [ ] BSR monitoring: baseline BSR recorded on date of each title change --- # SECTION 11 — BULLET POINT OPTIMISATION ## Bullets: Where Keywords Become Conversion The title earns the click. The bullets earn the purchase. A buyer who clicks through to an Amazon product detail page has already seen the main image and the title in search results. They have shown purchase intent by clicking. The bullets are the first content block most buyers read on the detail page — and the most read content element after the title on mobile (where A+ Content sits below the fold). The A9 algorithm weights bullet point text at medium-high relevance — below title but above product description. Each bullet is also indexed individually. A keyword that appears in bullet 1 and also in the title receives stronger relevance signals than a keyword that appears only in the description. > **Pro Tip:** The single highest-impact bullet point change on most Amazon.co.uk listings is bullet 1. Most sellers write bullet 1 as a feature statement: "MADE FROM 100% MERINO WOOL". The buyer already knows this from the title. Bullet 1 should be the primary benefit — what the buyer gets as a result of the feature: "NATURALLY TEMPERATURE-REGULATING WARMTH: Merino wool's unique fibre structure keeps you warm in cold rooms and cool when you overheat — no mid-day jumper removal required." The feature is in there. But the lead is the benefit. Benefit-first bullet 1 consistently produces higher CVR on fashion and lifestyle products. ## 11.1 — Bullet Point Framework **5-bullet structure (applies to all product categories with adaptation):** **Bullet 1 — Primary benefit (benefit-first, primary keyword variant):** Format: `[ALL CAPS BENEFIT HEADER]: [Benefit claim] — [Feature that delivers it] — [Specific detail that makes the claim credible]` Primary keyword or close variant: must appear in bullet 1 body text (not just the header) Character target: 180–200 characters (safe mobile display length) UK-specific detail: UK size, UK climate context, UK legal right, or UK certification **Bullet 2 — Material / ingredient / specification:** Format: `[ALL CAPS SPEC HEADER]: [Material composition with %] — [Why it matters to the buyer] — [Certification or verification if applicable]` Secondary keyword: include naturally Character target: 180–200 characters **Bullet 3 — Size / fit / compatibility / use case:** Format: `[ALL CAPS USE CASE HEADER]: [UK size range or compatibility list] — [Fit or use description] — [Styling or pairing suggestion]` UK sizing: explicit (UK 6–22 format) Character target: 180–200 characters **Bullet 4 — Care / safety / compliance:** Format: `[ALL CAPS CARE HEADER]: [Care instruction] — [Why this care instruction matters for this material] — [UK compliance mark or certification where held]` UK legal signal: Consumer Rights Act 2015 return period where appropriate Character target: 180–200 characters **Bullet 5 — Brand / trust / soft navigation:** Format: `[ALL CAPS BRAND HEADER]: [Brand credential or review reference] — [Guarantee or promise] — [Range navigation: "See our full range of [product type] — [brand name] on Amazon"]` Review count reference: only if ≥20 verified reviews — state the number and average rating Character target: 180–200 characters **Permitted formatting in bullets:** ALL CAPS for the header text of each bullet — Amazon permits this Em dash (—) as separator within bullet body — standard Amazon style No HTML tags in bullets — Amazon strips them outside the description field No numbered lists within bullets — use dash separators **Prohibited content:** Pricing, shipping claims, contact information, time-sensitive promotions, availability claims, website URLs, competitor comparisons by name ## 11.2 — Bullet Rewrites Per ASIN --- **ASIN 1 — BULLET REWRITES** **Current bullets (record verbatim before any changes):** Bullet 1: [CURRENT TEXT] Bullet 2: [CURRENT TEXT] Bullet 3: [CURRENT TEXT] Bullet 4: [CURRENT TEXT] Bullet 5: [CURRENT TEXT] **Negative review theme addressed in these bullets (from Section 8.2):** Theme: "[Most common negative review theme for this ASIN]" Fix location: Bullet [X] — specifically addresses this concern **Stage 2 Bullets:** Bullet 1: `[ALL CAPS BENEFIT HEADER]: [Benefit-first claim — specific, verifiable — primary keyword variant included — under 200 chars]` Keyword coverage: [state which keyword from Section 3 is placed here] Character count: [X] Bullet 2: `[ALL CAPS SPEC HEADER]: [Material composition X% — secondary keyword — certification name if held — verification method — under 200 chars]` Keyword coverage: [secondary keyword] Character count: [X] Bullet 3: `[ALL CAPS SIZE HEADER]: [UK size range — fit description — model reference — occasion — under 200 chars]` UK sizing: UK [X]–[X] stated explicitly Character count: [X] Bullet 4: `[ALL CAPS CARE HEADER]: [Specific care instruction — material-specific reason — UK care label standard referenced — under 200 chars]` UK compliance: [state which UK-specific element is included] Character count: [X] Bullet 5: `[ALL CAPS BRAND HEADER]: [Review count reference (if ≥20) — brand credential — range navigation — under 200 chars]` E-E-A-T signal: [state which signal is included — review count, certification, UK credential] Character count: [X] **Keyword coverage summary for ASIN 1 bullets:** | Keyword | Bullet 1 | Bullet 2 | Bullet 3 | Bullet 4 | Bullet 5 | |---|---|---|---|---|---| | [Primary KW] | ✅ | | | | | | [Secondary KW 1] | | ✅ | | | | | [Secondary KW 2] | | | ✅ | | | | [Tier 3 KW] | | | | | ✅ | --- **ASIN 2 — BULLET REWRITES** **Current bullets:** Bullet 1: [CURRENT TEXT] ... **Stage 2 Bullets:** Bullet 1: `[FULL REWRITTEN BULLET 1]` Bullet 2: `[FULL REWRITTEN BULLET 2]` Bullet 3: `[FULL REWRITTEN BULLET 3]` Bullet 4: `[FULL REWRITTEN BULLET 4]` Bullet 5: `[FULL REWRITTEN BULLET 5]` --- *(Repeat full bullet rewrite block for every Tier 1 priority ASIN)* ## 11.3 — Bullet Length Optimisation for Mobile Amazon does not display all 500 characters of each bullet on mobile devices. The mobile bullet display truncates at approximately 200–250 characters. The most critical information — the benefit claim and the primary keyword — must appear in the first 200 characters of each bullet. Run this test for every rewritten bullet: 1. Count to character 200 in the bullet text 2. Confirm: does the primary claim and keyword appear before character 200? 3. If not: restructure the bullet so the most important content leads **The common mobile truncation failure pattern:** `PREMIUM QUALITY KNITWEAR: This beautiful jumper has been lovingly crafted from the finest pure merino wool sourced from ethically-certified farms in New Zealand, hand-finished to perfection, and is available in the full UK size range from 6 to 22, making it ideal for all body types...` By character 200, the buyer has seen "PREMIUM QUALITY KNITWEAR: This beautiful jumper has been lovingly crafted from the finest pure merino wool sourced from ethically-certified farms" — no UK size information, no specific benefit claim, no keyword. Everything after character 150 is wasted on mobile. The rewritten version: `TEMPERATURE-REGULATING MERINO WOOL: 100% certified merino keeps you warm without overheating — naturally breathable, odour-resistant. UK sizes 6–22. GOTS certified factory (cert. no. verify at global-standard.org).` By character 200 the buyer has seen: primary benefit, material composition, UK size range, and certification. Every critical claim lands before the truncation point. ✅ **CHECKPOINT — SECTION 11** - [ ] All Tier 1 ASIN bullets rewritten — all 5 per ASIN, full copy confirmed - [ ] Bullet 1: benefit-first format confirmed on all ASINs - [ ] Primary keyword: confirmed in bullet 1 body text on all ASINs - [ ] UK sizing: explicitly stated in bullet 3 on all applicable ASINs - [ ] Negative review themes: each ASIN's primary theme addressed in a specific bullet - [ ] Mobile truncation check: all bullets pass — critical content in first 200 chars - [ ] Prohibited content check: no pricing, shipping, URLs in any bullet - [ ] Implementation: all bullets updated in Seller Central — changes live --- # SECTION 12 — BACKEND SEARCH TERMS OPTIMISATION ## 250 Bytes: The Most Underused Field in Amazon SEO Most sellers fill between 40 and 150 bytes of the 250-byte backend search terms field. The remaining 100–210 bytes are wasted indexing opportunity — keywords that could be driving organic impressions but are not because nobody added them. The backend search terms field is invisible to buyers. It does not appear anywhere on the product detail page. It exists purely for Amazon's indexing system — and every byte used tells the algorithm one more thing this ASIN is relevant for. Unlike the title and bullets, backend search terms have almost no impact on CTR or CVR. Their entire value is in organic keyword coverage — increasing the number of search queries this ASIN appears in. They are the cheapest ranking action available. > **Pro Tip:** The most valuable content to put in backend search terms is the content you cannot comfortably fit in the title or bullets — UK misspellings, synonyms, complementary product terms, seasonal terms, and gift occasion terms. A clothing ASIN with "jumper" in the title should have "sweater", "pullover", "knitwear", and "top" in the backend. A skincare ASIN with "moisturiser" in the title should have "moisturizer" (American spelling variant — UK buyers sometimes search both), "face cream", "skin cream", and "hydrating lotion" in the backend. These terms earn impressions from buyers who use different vocabulary — without crowding the visible listing with synonyms. ## 12.1 — Backend Search Terms Rules (Amazon.co.uk — 2025) Before writing backend terms, apply every rule: **Byte count rule:** The limit is 250 bytes, not 250 characters. Multi-byte characters (accented letters, certain special characters) count as 2 bytes each. Standard ASCII characters (all standard English letters, numbers, spaces) count as 1 byte each. For UK English listings with no accented characters, bytes = characters. Target: 245–250 bytes used. **No repetition rule:** Any word already in the title or bullets is wasted as a backend term — Amazon's algorithm already indexes it from those higher-weighted fields. Adding "merino" to backend when it is already in the title occupies bytes without adding indexing value. **No competitor brand names:** Direct Amazon policy violation. Results in listing suppression if detected. Never add competitor brand names, regardless of how relevant they may seem. **No superlatives:** "best", "cheapest", "top-rated" without substantiation — prohibited. **No promotional content:** "sale", "discount", "offer" — prohibited. **Space-separated, no commas:** Amazon's system reads commas as characters, not separators. Space-separate every term. **Case insensitive:** Amazon's search is case-insensitive. "Merino" and "merino" are treated identically. Do not waste bytes on capitalisation variations. ## 12.2 — Backend Search Terms Content Strategy Fill the 250 bytes in this priority order: **Priority 1 — Confirmed converting keywords not yet in title or bullets:** From Section 3.1 Category A (converting search terms) — any term that generates purchases but is not in the title or bullets belongs here first. **Priority 2 — Near-miss keywords from Section 3.3:** Keywords where the ASIN earns impressions but click rank > 5 — adding to backend reinforces relevance signal. **Priority 3 — UK misspellings and common typos:** UK buyers make predictable spelling errors. "Cashmier" for cashmere. "Mereno" for merino. "Menstration" (health products). These misspellings have real search volume — and no competitor's listing will have them in the title, so adding them to backend can produce first-page appearances for zero-competition queries. **Priority 4 — Synonyms for the primary product type:** "Jumper" AND "sweater" AND "pullover" AND "knitwear" — same product, different vocabulary, different buyers. **Priority 5 — Complementary and gifting terms:** "gift for her", "Christmas gift women", "birthday gift", "gift idea" — seasonal search intent that drives discovery from buyers who were not searching for the specific product category. **Priority 6 — Use case and occasion terms:** "work jumper", "smart casual", "office knitwear", "weekend jumper", "autumn winter jumper" — contextual terms that expand the ASIN's relevance to specific buyer situations. ## 12.3 — Backend Search Terms Per ASIN **ASIN 1 — Backend Search Terms** Current backend (record verbatim — count bytes): `[CURRENT BACKEND TEXT]` Current byte count: [X] of 250 bytes used. Analysis: - Words repeated from title (wasted bytes): [list] - Competitor brand names (policy violation — remove): [list or "none"] - Bytes wasted on repetition + violations: [X bytes] - Effective indexing coverage: approximately [X] unique keywords Stage 2 Backend Search Terms: `[WRITE FULL BACKEND STRING — space-separated, no commas, no repeated words from title, no competitor brands, target 245–250 bytes]` Stage 2 byte count: [X] of 250 bytes Unique keywords added vs current backend: [X new terms] Keyword coverage added by Stage 2 backend (terms not in title or bullets): - Synonyms: [list — e.g. sweater, pullover, knitwear] - UK misspellings: [list — e.g. mernio, cashmier] - Gift terms: [list — e.g. gift for her Christmas gift birthday] - Use case terms: [list — e.g. office workwear smart casual] - Seasonal terms: [list — e.g. autumn winter warm cosy] - Complementary products: [list — e.g. scarf gloves hat wool] --- **ASIN 2 — Backend Search Terms** Current backend: `[CURRENT TEXT]` Current byte count: [X] of 250 Stage 2 Backend: `[FULL REWRITTEN BACKEND — 245–250 bytes — no repeated words from title or bullets — no competitor brands]` Stage 2 byte count: [X] of 250 --- *(Repeat for every Tier 1 priority ASIN)* ## 12.4 — Backend Byte Counter Tool Before implementing, verify byte count using one of these methods: 1. Helium 10 → Listing Builder → paste backend text → byte count display 2. Seller Central listing editor → the backend field shows "X bytes remaining" after the input box 3. Simple Python check: `len(text.encode('utf-8'))` — paste into any Python environment Never submit backend terms without confirming the byte count. Amazon silently ignores everything beyond 250 bytes — the terms are not indexed, and there is no error message. Sellers routinely discover their backend terms were never fully indexed because the string was 1–50 bytes over limit. ✅ **CHECKPOINT — SECTION 12** - [ ] Backend terms: all Tier 1 ASINs — current bytes recorded, new strings written - [ ] Byte count: all new backend strings confirmed at 245–250 bytes - [ ] Repetition check: no words from title or bullets appear in backend - [ ] Competitor brand check: no competitor brand names in any backend field - [ ] Implementation: all backends updated in Seller Central — confirmed in Manage Inventory → Edit → Keywords tab - [ ] Indexing confirmation: 48 hours after implementation, test each new keyword in Amazon.co.uk search to confirm the ASIN appears --- # SECTION 13 — A+ CONTENT CREATION BRIEF ## A+ Content: The Conversion Asset That Replaces the Product Description When A+ Content is active on an ASIN, Amazon replaces the plain-text product description field with the A+ Content modules. This is significant for two reasons: the product description field (2,000 characters, plain text, low visual impact) is replaced by a rich content area that can include high-resolution images, comparison tables, brand story modules, and video — all of which increase dwell time and conversion rate. Amazon confirmed in 2023 that A+ Content text is indexed by their search algorithm. This means the copy written for A+ Content text modules contributes to organic keyword rankings — making A+ Content a dual-function asset: a conversion tool AND an indexing tool. Studies by Amazon themselves show that A+ Content increases sales by 3–10% on average, with Premium A+ Content (available to sellers with Brand Registry and 15+ approved A+ projects) increasing sales by up to 20% (Source: Amazon Seller Central, A+ Content help page, 2024). > **Pro Tip:** The highest-impact A+ module for most product categories is not the hero banner — it is the comparison chart. A comparison chart that shows the brand's ASIN alongside 3–4 sister products (colour variants, size variants, or complementary items) keeps the buyer inside the brand's ecosystem rather than going back to search results to compare competitors. Buyers who click through to a second ASIN from A+ Content convert at significantly higher rates than buyers who return to search results, because the second ASIN inherits the trust and relevance already established by the first listing. ## 13.1 — A+ Content Architecture Decision **Standard A+ Content** (5 modules from 17 module types): available to all Brand Registry sellers. No additional requirements. 7 business days review time after submission. **Premium A+ Content** (up to 17 modules with interactive elements, video, and full-width layouts): requires Brand Registry AND 15+ previously approved A+ Content projects AND at least one published Brand Story. If these conditions are not yet met, build Standard A+ now and upgrade to Premium once eligible. **Brand Story module** (special module — appears at the top of all brand ASINs): create this first because it applies across every ASIN simultaneously and establishes the brand entity signal across the full account. One Brand Story creation covers all ASINs. ## 13.2 — Brand Story Module Brief The Brand Story module appears on every ASIN in the brand's account — it does not need to be applied per-ASIN. Creating it once applies it everywhere Brand Registry is active. **Location in Seller Central:** Advertising → A+ Content Manager → Start Creating A+ Content → Brand Story tab **Brand Story content specification:** Header text (H1): `[Brand Name] — [Core Brand Statement in ≤80 characters]` Example: "shopifystore1 — Independently crafted knitwear for UK women, since [year]" Body copy (150–250 words — this text IS indexed by Amazon): The brand story must include: - Founding year and UK trading location - The specific problem the brand was created to solve — one sentence, concrete - Primary product category named explicitly (for indexing) - UK-specific credential (UK manufacturer / UK founder / UK-certified / UK-stocked) - Primary certification if held (GOTS, Soil Association, Vegan Society — with certification status stated) - One claim only the brand can make — specific sourcing detail, production standard, or heritage fact - Current review count and average rating (update quarterly) Three image panels (220×220px each, recommended): Panel 1: Founder or brand team — real photograph, not stock Panel 2: Production or sourcing context — factory, workshop, or raw material Panel 3: Product lifestyle — the product in use by a real person in a real UK context **Prohibited in Brand Story:** Pricing, shipping claims, time-sensitive promotions, competitor comparisons, "Amazon's Choice" references --- ## 13.3 — Standard A+ Content Briefs (Per ASIN) **ASIN 1 — A+ Content Brief (5 Standard Modules)** --- **MODULE 1 — Image with Text Overlay (Hero Banner)** Module type: Image & Dark Text Overlay Image specification: 970×300px (desktop) / Amazon auto-crops for mobile — design for 600×180px safe zone Background: lifestyle photograph — product in context — no white background required for A+ modules Text permitted on image: up to 120 characters headline Image brief: [Describe exactly what the image should show — who, wearing what, in what setting, what mood] Example: "Female model wearing the navy [product name] over a shirt, seated at a desk in a minimal home office, natural window light, photographed at camera-eye level" H2 headline (150 chars max): `[Brand Name] [Core Product Claim — primary keyword included]` Body text (200 chars max — this text is indexed): `[2–3 sentences — brand statement, UK credential, primary keyword and secondary keyword included naturally]` Indexed keywords targeted in this module: [list primary + secondary keywords placed in body text] --- **MODULE 2 — Four-Image Text Quadrant (Feature Grid)** Module type: Four Image & Text Purpose: Four key product benefits — each with a supporting lifestyle or macro product image Image specification: 220×220px per quadrant image Quadrant 1: [Feature name — 50 char header + 100 char body] Image brief: [Specific image — e.g. "close-up of fabric texture showing the fine merino weave"] Header: `[ALL CAPS FEATURE]` Body: `[Specific benefit claim — secondary keyword 2 included — under 100 chars]` Quadrant 2: [Feature name] Image brief: [Specific image] Header: `[ALL CAPS FEATURE]` Body: `[Specific benefit claim — under 100 chars]` Quadrant 3: [UK-specific feature] Image brief: [Specific image] Header: `[ALL CAPS UK-SPECIFIC FEATURE]` Body: `[UK-specific claim — UK sizing / UK compliance / UK delivery / UK certification — under 100 chars]` Quadrant 4: [Sustainability or care feature] Image brief: [Specific image] Header: `[ALL CAPS CARE OR SUSTAINABILITY FEATURE]` Body: `[Specific claim — tier 3 keyword included — under 100 chars]` Indexed keywords targeted in this module: [list keywords in quadrant body text] --- **MODULE 3 — Standard Image & Highlight Feature (Deep Specification)** Module type: Standard Image & Highlight Feature (bullet list variant) Purpose: Full specification detail — most text-heavy module — highest keyword indexing value Image specification: 300×300px (left-aligned with bullet list to the right) Image brief: [Detailed product flat lay or technical detail — e.g. "flat lay of the jumper on white surface showing all angles simultaneously, garment fully stretched to show dimensions"] Module header (150 chars): `[Specification-led header — primary keyword variant + material name]` Module body text (300 chars — this is the most-indexed text block in Standard A+): `[Full specification: material composition with percentages, weight in GSM, wash care in plain English, origin country, certification name with certificate number, dimensions if applicable. Include primary keyword, secondary keyword, and at least one Tier 3 keyword. Write for a reader who wants to confirm this product is exactly what they need before purchasing.]` Feature bullets (5 bullets — 200 chars each): Bullet 1: [Spec point 1 — material + percentage + source] Bullet 2: [Spec point 2 — weight or dimension] Bullet 3: [Spec point 3 — care instruction specific to material] Bullet 4: [Spec point 4 — certification + verification link text] Bullet 5: [Spec point 5 — UK-specific attribute — sizing / compliance / delivery] Indexed keywords targeted in this module: [list all keywords placed in header, body, and bullets] --- **MODULE 4 — Comparison Chart (ASIN Cross-Sell)** Module type: Standard Comparison Chart Purpose: Compare this ASIN alongside 3–4 sister ASINs (own brand only — Amazon requires all compared ASINs to belong to the same brand) Primary goal: keep the buyer inside the brand ecosystem — click through to a second ASIN rather than returning to search results ASIN comparison structure: | Attribute | This ASIN | Sister ASIN 1 | Sister ASIN 2 | Sister ASIN 3 | |---|---|---|---|---| | Product name | [Name] | [Name] | [Name] | [Name] | | Material | [Material] | [Material] | [Material] | [Material] | | UK size range | [Range] | [Range] | [Range] | [Range] | | Fit type | [Fit] | [Fit] | [Fit] | [Fit] | | Best for | [Use case] | [Use case] | [Use case] | [Use case] | Attribute selection rule: choose the 5 attributes where this ASIN is most competitive OR where the differences most clearly help the buyer make a decision. Do not choose attributes where sister ASINs are clearly superior — the comparison table should help buyers find the right product, not highlight weaknesses. --- **MODULE 5 — Brand Description (Standard Text with Logo)** Module type: Standard Company Logo and Description Purpose: Brand authority and trust signal — reinforces E-E-A-T signals from the About page equivalent Logo specification: 600×180px, PNG transparent background Brand description text (300 words — this text is indexed): Write the brand description to include: - Brand name (exact as registered in Brand Registry) - Founding year and UK location - Primary product category (named explicitly for indexing) - Manufacturing or sourcing philosophy — specific, verifiable - Certifications held — with certification body names and verification method - Current review performance — "X+ verified reviews at X.X stars" (update quarterly) - Primary keyword, secondary keyword, and Tier 3 keyword placed naturally - UK credential — British founder / UK manufacturing / UK safety compliance The brand description text is one of the most valuable A+ indexing locations because it has the highest word count of any standard module. Every keyword placed here that is not in the title or bullets receives additional indexing weight without occupying visible listing real estate. --- **ASIN 2 — A+ Content Brief** *(Follow the same 5-module structure as ASIN 1 — all content unique to this ASIN's specific product, keywords, and differentiators. Do not copy from ASIN 1.)* Module 1 — Hero banner: [image brief + text brief specific to ASIN 2] Module 2 — Feature grid: [4 features specific to ASIN 2's confirmed benefits from review analysis] Module 3 — Specification: [ASIN 2's specific material composition, dimensions, certifications] Module 4 — Comparison chart: [ASIN 2 compared to its own sister variants] Module 5 — Brand description: [same Brand Story text can share this module if a separate Brand Story module is published — otherwise write unique brand text with ASIN 2's specific keywords added] --- *(Repeat A+ Content brief for every Tier 1 priority ASIN)* ## 13.4 — A+ Content Implementation **Submission steps in Seller Central:** 1. Advertising → A+ Content Manager → Start Creating A+ Content 2. Select content type: Standard A+ or Brand Story 3. Add modules in order — drag to reorder 4. Add ASINs to apply the content to: enter parent ASINs only — children inherit automatically 5. Preview: always preview on both desktop AND mobile before submission 6. Submit for Amazon review — 7 business days standard review time **Common A+ rejection reasons (Amazon.co.uk, 2024–2025):** - Pricing mentioned in any module: "from £X" or "RRP" — prohibited - Shipping or delivery claims: "free next-day delivery" — prohibited in A+ - Reference to Amazon badges: "Amazon's Choice" or "Best Seller" — prohibited - Comparison to named competitor brands: permitted to compare attributes, prohibited to name competitors - Poor image quality: images that appear blurry when zoomed, or are below minimum pixel specifications - Prohibited product claims: any medicinal claim in health/beauty A+ without MHRA substantiation ✅ **CHECKPOINT — SECTION 13** - [ ] Brand Story: brief complete — submitted and under Amazon review - [ ] ASIN 1 A+ Content: all 5 modules briefed — design assets commissioned or created - [ ] ASIN 2 A+ Content: all 5 modules briefed - [ ] All priority ASINs: A+ briefs complete — submission queue scheduled - [ ] Preview: all A+ Content previewed on mobile before submission - [ ] Amazon review: 7 business day review time noted — publication timeline confirmed --- # SECTION 14 — AMAZON BRAND STORE ## The Brand Store: Where Amazon Traffic Stays in Your Ecosystem The Amazon Brand Store is a multi-page brand website hosted on Amazon.co.uk at amazon.co.uk/stores/[brand-handle]. It is free for Brand Registry sellers, it can be linked from Sponsored Brands campaigns, and it earns organic traffic from buyers who search for the brand name directly on Amazon. Without a Brand Store, a Sponsored Brands campaign has nowhere compelling to send buyers — it must link either to the search results page or to a single product listing. Neither of these destinations is as effective as a brand storefront for buyers who have clicked a brand-level ad and want to explore the full range. The Brand Store also earns its own analytics: Seller Central → Reports → Brand Analytics → Stores Insights shows which traffic sources (organic Amazon search, Sponsored Brands, external traffic) drive visits to the store, and which store pages convert most effectively. > **Pro Tip:** The highest-converting Brand Store page is not the homepage — it is the "New Arrivals" or "Best Sellers" sub-page. Buyers who click through to a Brand Store have shown high purchase intent — they are interested in the brand specifically, not just a single product. A sub-page that shows the 4–6 highest-converting ASINs (by CVR from Section 6.1) converts these high-intent visitors at a higher rate than the full catalogue homepage. Build this sub-page in Stage 2 and link Sponsored Brands campaigns to it rather than to the homepage. ## 14.1 — Brand Store Architecture **Homepage:** - Hero banner: seasonal or evergreen brand statement — 3000×600px recommended - Featured collections: 3 category tiles — link to sub-pages - Bestsellers tile grid: top 4–6 ASINs by CVR — these are the highest-converting products - Brand Story section: 150–200 words — embedded from Brand Story module or rewritten for store context **Sub-page 1 — [Primary Product Category]:** - All active parent ASINs in this category - Category hero image: 3000×600px lifestyle image — category-specific - Category description: 200–300 words — category head term keyword included — Amazon Store text is indexed - Filter/sort enabled: let buyers filter by colour, size, price if the store builder supports it **Sub-page 2 — [Secondary Product Category or New Arrivals]:** - All parent ASINs in this category or all ASINs launched in the last 90 days - Category hero image: 3000×600px - Category description: 200–300 words **Sub-page 3 — Best Sellers:** - Top 6 ASINs by revenue from Section 6.1 Business Reports - No hero description needed — let the products speak - Update quarterly as bestseller rankings change **Sub-page 4 — Gifts / Seasonal (where applicable):** - Seasonal sub-page: publish 6 weeks before seasonal peak — remove or replace off-season - Gift sub-page: relevant for Q4, Mother's Day, Valentine's Day depending on product category ## 14.2 — Store Content Specification **Store Homepage Header copy (200 words — indexed by Amazon):** This copy must include: - Brand name (exact as in Brand Registry) - Primary product category described explicitly - UK brand signal: founded year, UK location, UK certification if held - Primary keyword from Section 3 keyword research - Secondary keyword from Section 3 - Call to explore sub-pages: "Browse our [category] range" or "Discover new arrivals" Do NOT include: pricing, shipping claims, promotional language, time-sensitive offers **Sub-page descriptions (200–300 words each — indexed):** Each sub-page description follows the same structure: - H1 equivalent (sub-page name): category name containing the page's target keyword - Opening paragraph: what this collection contains, who it is for, key differentiator - Body paragraph: material or product specifics — the indexing content - Closing: "Explore the full [category] range" — soft internal navigation prompt ## 14.3 — Brand Store SEO Notes Amazon Brand Stores can rank in external search engines (Google, Bing) for brand-name queries. A search for "[brand name] Amazon" may return the store URL in Google results. This is an additional organic channel that costs nothing beyond the time to build and maintain the store. Amazon's own internal search also surfaces Brand Store pages for brand-name and category searches — buyers searching for the brand name directly may see the store link before individual product listings in some SERP configurations. Store pages with video content produce significantly higher session duration metrics — a signal Amazon's internal analytics track as a brand quality indicator. **Store URL claim:** Claim the clean store URL immediately — amazon.co.uk/stores/[brand-name] — even if the store is not yet fully built. Once another brand claims a similar URL, the preferred URL may not be available. ## 14.4 — Sponsored Brands Campaign Link Strategy Once the Brand Store is live, update all existing Sponsored Brands campaigns to link to the most relevant store sub-page rather than to a product listing page: | Campaign target keyword | Best landing page | Reason | |---|---|---| | [Brand name keyword] | Brand Store homepage | Buyer is searching for the brand specifically | | [Category keyword — e.g. merino jumpers] | Category sub-page | Buyer wants to browse the category | | [New Arrivals keyword] | New Arrivals sub-page | Buyer has discovery intent | | [Bestsellers keyword] | Best Sellers sub-page | Buyer wants social-proof-validated products | ✅ **CHECKPOINT — SECTION 14** - [ ] Brand Store: URL claimed — amazon.co.uk/stores/[brand-name] - [ ] Homepage: hero banner, category tiles, bestsellers grid, brand description — all built - [ ] Sub-page 1 (primary category): all ASINs populated, description live - [ ] Sub-page 2 (secondary or new arrivals): built and live - [ ] Sub-page 3 (best sellers): top 6 ASINs populated - [ ] All store page descriptions: written, keyword-optimised, live - [ ] Sponsored Brands campaigns: updated to link to relevant store sub-pages - [ ] Stores Insights: reporting confirmed active in Brand Analytics --- # SECTION 15 — PRODUCT DESCRIPTION (WHEN A+ IS NOT ACTIVE) ## The Description Field: Only Relevant Without A+ When A+ Content is active on an ASIN, the product description field is completely replaced. The description field text is not indexed and not shown to buyers. Writing a detailed product description for an ASIN with active A+ Content is wasted effort. However, there are three situations where the product description field still matters: 1. **New ASINs before A+ is approved:** Amazon's 7-day review cycle means there is always a window where the listing is live but A+ is not yet published. A strong description during this window improves the listing's conversion during the high-activity launch phase. 2. **ASINs not yet covered by A+ Content:** if the account has more ASINs than the A+ Content team has capacity to cover, those ASINs need a description. 3. **Google Shopping and external discovery:** Amazon product pages are indexed by Google. The product description field contributes to the on-page content that Google reads. A well-written description with natural keyword usage improves the ASIN's Google Shopping and Google Search visibility for buyers arriving from outside Amazon. ## 15.1 — Product Description Formula **Character limit:** 2,000 characters (Amazon strips HTML tags except ``, ``, `` in product descriptions — do not use headers or bullet HTML here) **Structure:** Opening paragraph (250–350 chars): answer the question "what is this product and who is it for?" Include the primary keyword and a UK-specific signal. Body paragraph 1 (300–400 chars): material or ingredient specification — full composition, percentages, sourcing detail if applicable. Secondary keyword included naturally. Body paragraph 2 (300–400 chars): size, fit, or use case — explicit UK sizing, fit type, styling notes. Tier 2 keyword included. Closing paragraph (200–300 chars): brand signal, certification reference, and a soft navigation CTA: "Discover our full [product type] range at [brand name] on Amazon." **The keyword rule for descriptions:** The primary keyword should appear once in the opening paragraph. Secondary keywords and Tier 3 keywords appear once each in body paragraphs. Do not repeat keywords — Amazon's description indexing does not reward density, and buyers who read descriptions are put off by repetition. ## 15.2 — Product Descriptions Per ASIN (When A+ Not Yet Active) **ASIN 1 — Product Description (pre-A+ or A+ not applicable)** `[WRITE FULL PRODUCT DESCRIPTION — 1,500–2,000 chars — primary keyword in opening paragraph — UK sizing in body — brand credential in closing — no HTML headers — no bullet points in description field]` Character count: [X] of 2,000 Keyword coverage: - Primary keyword: [state — position in description] - Secondary keyword 1: [state — position] - Tier 3 keyword: [state — position] --- **ASIN 2 — Product Description** `[WRITE FULL PRODUCT DESCRIPTION]` --- *(Repeat for any ASIN without active A+ Content)* ✅ **CHECKPOINT — SECTION 15** - [ ] Descriptions: written for all ASINs without active A+ Content - [ ] Primary keyword: confirmed in opening paragraph of each description - [ ] Character count: all descriptions between 1,500–2,000 chars - [ ] A+ Content launch: description field auto-replaced when A+ goes live — confirm per ASIN after A+ approval --- # SECTION 16 — KEYWORD PLACEMENT MAP (MASTER DOCUMENT) ## The Placement Map: The Single Reference Document for All Keyword Decisions The keyword placement map is the master reference document for the entire Stage 2 optimisation. It shows which keyword appears in which field for every Tier 1 ASIN — confirming that every high-priority keyword is covered by at least one indexable field, and that no critical keyword is missing from the account. This document is updated after every Stage 2 change and becomes the handoff document to Stage 3 (advertising) — the advertising team uses it to confirm which keywords are indexed organically before building exact match campaigns. ## 16.1 — Keyword Placement Map Per ASIN **ASIN 1: [B0XXXXXXXXXX — Product Name]** | Keyword | UK vol/mo | Title | Backend | Bullet 1 | Bullet 2–5 | A+ Text | Description | Ad Queue | |---|---|---|---|---|---|---|---|---| | [Primary KW] | [X,XXX] | ✅ char [X] | ✅ | ✅ | | ✅ mod 1 | ✅ | Exact match | | [Secondary KW 1] | [XXX] | ✅ char [X] | ✅ | | ✅ B2 | ✅ mod 3 | ✅ | Phrase match | | [Secondary KW 2] | [XXX] | | ✅ | | ✅ B3 | ✅ mod 3 | | Phrase match | | [Tier 3 KW 1] | [XX–XXX] | | ✅ | | | ✅ mod 5 | | Auto campaign | | [Tier 3 KW 2] | [XX–XXX] | | ✅ | | | | | Auto campaign | | [Misspelling 1] | [XX] | | ✅ | | | | | Negative | | [Gift term 1] | [XXX] | | ✅ | | | ✅ mod 5 | | Auto campaign | Coverage score: [X of Y targeted keywords are covered by at least one indexed field] Gaps: [Any keyword in the near-miss list from Section 3.3 that is not covered — these are Stage 3 ad campaign priorities] --- **ASIN 2: [B0XXXXXXXXXX — Product Name]** | Keyword | UK vol/mo | Title | Backend | Bullet 1 | Bullet 2–5 | A+ Text | Description | Ad Queue | |---|---|---|---|---|---|---|---|---| | [Primary KW] | [X,XXX] | ✅ | ✅ | ✅ | | ✅ | ✅ | Exact match | | [Secondary KW 1] | [XXX] | ✅ | ✅ | | ✅ | ✅ | | Phrase match | --- *(Repeat for every Tier 1 ASIN)* ## 16.2 — Gap Analysis (Post-Optimisation) After completing all Stage 2 listing changes, identify any remaining keyword gaps — high-priority keywords that are not covered by any indexed field. | Keyword | UK vol/mo | Why it matters | Field gap | Stage 3 action | |---|---|---|---|---| | [Gap KW 1] | [XXX] | [Near-miss from SQP — impressions without top-3 ranking] | Not in title or bullets | Launch exact match Sponsored Products campaign — Stage 3 | | [Gap KW 2] | [XXX] | [High-converting term from competitor ASIN] | Only in backend | Consider adding to A+ Module 3 body text | ## 16.3 — Stage 2 to Stage 3 Handoff Data Stage 3 launches Sponsored Products campaigns built specifically on Stage 2's confirmed keyword coverage. The handoff data: **Exact match campaign queue (Category A terms — confirmed converters not yet in campaigns):** [List from Section 3.1 Category A terms that Stage 3 will put into exact match campaigns] **Phrase match campaign queue (Secondary keywords now in listing):** [List from keyword placement map — secondary keywords confirmed in title or bullets — Stage 3 phrase match] **Auto campaign seed keywords (Tier 3 and gift terms — in backend but not yet in title/bullets):** [List from keyword placement map backend terms — Stage 3 auto campaigns will mine these for new discoveries] **CVR problem keywords (Category C from Section 3.1 — clicks but no purchases):** [List of keywords where listing changes were made in Stage 2 to address CVR — Stage 3 will re-test with fresh exact match campaigns after a 2-week settle period] ✅ **CHECKPOINT — SECTION 16** - [ ] Keyword placement maps: complete for all Tier 1 ASINs - [ ] Coverage score: all primary and secondary keywords covered by at least one indexed field - [ ] Gap analysis: remaining gaps documented — Stage 3 ad campaign action assigned - [ ] Handoff document: exact match / phrase match / auto campaign queues compiled for Stage 3 - [ ] Stage 3 trigger: Stage 2 all-checklist confirmed — Stage 3 advertising brief begins --- # SECTION 17 — STAGE 2 KPI TARGETS & MONITORING ## What to Measure After Stage 2 Listing Changes Amazon does not instantly re-index listing changes. After updating a title or bullet points, it typically takes 24–72 hours for Amazon's crawlers to re-index the listing and for the ranking changes to appear in search results. After significant content changes, the full ranking impact can take 2–4 weeks to stabilise. During this period, the metrics to monitor are not rankings directly — they are the leading indicators that predict ranking changes. > **Pro Tip:** The fastest signal that a title change has worked is the A9/A10 organic click-through rate — visible in the Search Query Performance report in Brand Analytics. When a title change improves the keyword placement and clarity, the CTR on that keyword improves within 7–14 days. BSR improvement follows CTR improvement by 2–4 weeks. If CTR is not improving 2 weeks after a major title change — the change did not achieve its goal, and the title needs revisiting before waiting 4–8 weeks for a BSR movement that is not going to come. ## 17.1 — Stage 2 KPI Dashboard Record all baselines on the date of each major listing change. | KPI | ASIN 1 baseline | ASIN 2 baseline | Week 2 target | Month 2 target | Source | |---|---|---|---|---|---| | BSR (primary category) | [Stage 1 record] | [Stage 1 record] | Within 20% of target | Top 500 in category | Amazon PDP | | Sessions | [Stage 1 record] | [Stage 1 record] | +10–20% | +30–50% | Seller Central Business Reports | | CVR (%) | [Stage 1 record] | [Stage 1 record] | +1pp | +2–3pp | Seller Central Business Reports | | SQP click rank (primary KW) | [Stage 1 record] | [Stage 1 record] | Within top 5 | Within top 3 | Brand Analytics SQP | | SQP purchase rank (primary KW) | [Stage 1 record] | [Stage 1 record] | Within top 5 | Within top 3 | Brand Analytics SQP | | Impressions (organic) | [Stage 1 record] | [Stage 1 record] | +20–30% | +50–80% | Brand Analytics SQP | | Review count | [Stage 1 record] | [Stage 1 record] | +5 (Vine) | +15 | Judge.me / Vine | ## 17.2 — A/B Testing with Amazon Manage Your Experiments (Brand Registry) After initial Stage 2 listing changes are live and indexed, run Amazon's built-in A/B testing tool for the highest-priority ASINs. **Location:** Seller Central → Brands → Manage Your Experiments **What can be tested:** - Product title (two title variants — Amazon runs a 4-week test) - Main image (two image variants) - A+ Content (two A+ Content versions) **A/B testing rules:** - One test per ASIN at a time - Minimum 4 weeks per test (Amazon requires statistical significance before declaring a winner) - Amazon shows a projected winner based on sales improvement — but also shows the raw CVR difference - Only run A/B tests on ASINs with sufficient session volume — below 50 sessions/day, the test takes too long to reach significance **Recommended first test (Stage 2):** Title variant test on the highest-revenue ASIN with the largest confirmed gap to competitor title quality. Test: current Stage 2 title vs an alternative that front-loads a different secondary keyword in position 2. ## 17.3 — Stage 2 Weekly Monitoring Protocol **Every Monday morning (10 minutes per ASIN):** 1. Check BSR on each Tier 1 ASIN — has it improved vs last week? 2. Check for new negative reviews — any new themes that Stage 2 listing changes have not yet addressed? 3. Check for suppression alerts in Manage Inventory — any ASIN that was active last week is now suppressed? 4. Check Buy Box status — any ASIN that has lost Buy Box since last week? **Every 2 weeks:** 1. Run SQP report — compare click rank and purchase rank for primary keywords vs Stage 1 baseline 2. Run Business Reports — compare CVR vs Stage 1 baseline 3. Check A+ Content status — any modules rejected by Amazon? Any awaiting resubmission? **Month 2 review:** Full Stage 2 KPI dashboard review — all metrics vs Stage 1 baseline. Determine which ASINs achieved their Stage 2 targets and which need Stage 3 advertising support to accelerate. ✅ **CHECKPOINT — SECTION 17** - [ ] Stage 2 KPI dashboard: all baseline values recorded on date of each listing change - [ ] Monitoring protocol: weekly Monday checks confirmed with account manager - [ ] Manage Your Experiments: A/B test set up for highest-priority ASIN title - [ ] Month 2 review date: set in calendar — full KPI comparison vs Stage 1 baseline - [ ] Stage 3 trigger: all Stage 2 checklists complete — Stage 3 advertising brief ready --- # CITATIONS — STAGE 2 1. **Amazon. *Product title requirements*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G200203280 *Supports: Title character limits, prohibited content in titles, brand-first formatting guidance throughout Section 10.* 2. **Amazon. *About A+ Content*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G202102960 *Supports: A+ Content module types, 7-day review time, 3–10% and up to 20% sales improvement data cited in Section 13.* 3. **Amazon. *Bullet points and product descriptions — requirements*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G200389330 *Supports: Bullet point formatting rules, permitted ALL CAPS usage, character limits, prohibited content throughout Section 11.* 4. **Amazon. *Search Terms field — product listing*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G23501 *Supports: 250-byte limit, no commas, no competitor brand names, no repetition rules throughout Section 12.* 5. **Amazon. *A+ Content — image and text requirements*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G202102980 *Supports: A+ Content image specifications (970×300px hero, 220×220px quadrant, 300×300px feature module) and prohibited content rules in Section 13.* 6. **Amazon. *Amazon Stores — create a Store*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G202120490 *Supports: Brand Store architecture, URL structure, Sponsored Brands linking strategy throughout Section 14.* 7. **Amazon. *Manage Your Experiments — A/B testing*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G465Y4EGMKY8BXVQ *Supports: A/B testing methodology, 4-week minimum test period, eligible test types in Section 17.2.* 8. **Amazon. *Brand Registry — eligibility and benefits*. Amazon Brand Services, 2024.** https://brandservices.amazon.co.uk/brandregistry *Supports: Brand Registry requirements for A+ Content access and Manage Your Experiments eligibility throughout Sections 13 and 17.* 9. **Helium 10. *Amazon listing optimisation — UK marketplace guide*. Helium 10 Blog, 2024.** https://www.helium10.com/blog/amazon-listing-optimization/ *Supports: A9/A10 keyword placement hierarchy, mobile title truncation benchmarks, and backend byte counter methodology throughout Sections 9, 10, and 12.* 10. **Amazon. *Search Query Performance report guide*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/GDRD88UGKX56ATRR *Supports: SQP click rank and purchase rank interpretation for monitoring listing changes in Section 17.1.* 11. **UK Government. *Consumer Rights Act 2015 — returning goods*. Gov.uk, 2024.** https://www.gov.uk/consumer-rights-act-2015 *Supports: 30-day right to return stated as UK legal minimum in Section 9.3 UK Listing Language Standards.* 12. **Amazon. *Product detail page rules — style guides by category*. Amazon Seller Central, 2024.** https://sellercentral.amazon.co.uk/gp/help/G200390640 *Supports: Category-specific title formulas, bullet point standards, and image requirements throughout Sections 10, 11, and 13.* 13. **Jungle Scout. *Amazon A+ Content study — sales impact by content type*. Jungle Scout Research, 2024.** https://www.junglescout.com/blog/amazon-a-plus-content/ *Supports: A+ Content CVR improvement data and comparison chart conversion effectiveness referenced in Sections 13 and 14.* 14. **Amazon. *Amazon Storefront analytics — Stores Insights*. Amazon Seller Central Help, 2024.** https://sellercentral.amazon.co.uk/help/hub/reference/G201988450 *Supports: Brand Store analytics, traffic source reporting, and session duration as brand quality indicator in Section 14.3.* 15. **UK Intellectual Property Office. *Trademark classes — Nice Classification*. IPO.gov.uk, 2024.** https://www.gov.uk/guidance/trade-marks-manual/class-headings *Supports: trademark class requirements for Brand Registry enrollment (Class 25 clothing, Class 3 cosmetics) referenced in Stage 1 Section 5 and throughout Stage 2.* --- *amazonproject1.co.uk — Amazon SEO Live Project* *Stage 2: Listing Optimisation* *Applied: Amazon SEO Master Prompt v1.0 · Forbidden Words List (9 categories, 70+ phrases)* *aiseojournal.net | March 2026* *Next stage: Stage 3 — Reviews, Advertising & Brand Authority (Sponsored Products full build, Vine programme, Brand Tailored Promotions, press and external traffic)*](https://aiseojournal.net/wp-content/uploads/2026/04/Amazon-SEO-Live-Project-Part-2-Listing-Optimisation-688x387.png)
