Hello Sellers,

Prime Day returns this June, and we're dedicating the entire month of May to helping you prepare. Our Ask Amazon series this month is focused entirely on Prime Day readiness, covering the topics you've told us matter most.

🗓️ Save the Date: Join our Ask Amazon session on May 27th - Amazon partner teams will be answering your Prime Day readiness questions across Ads, Listings, Returns, and more.

Welcome to Part 2 of our Prime Day Readiness listing series! In Part 1, we covered the fundamentals of listing creation. Now let's take your listings from good to great with optimisation strategies that help customers find and choose your products.

Think of it this way: listing creation gets you on the shelf — listing optimisation puts you at eye level. And during Prime Day, you want every advantage you can get.

🔍 Search Optimisation

If customers can't find your product, they can't buy it. Search optimisation ensures your listings appear when Prime Day shoppers are looking for what you sell.

• Understand how Amazon's search algorithm matches customer queries to your listing
• Ensure your title, bullet points, and backend keywords work together
• Focus on relevance — the more accurately your listing matches customer intent, the better it performs

Full guide: Optimise Your Product Discoverability

🔑 Keywords & Search Terms

Your backend search terms are a powerful (and often underutilised) tool for discoverability.

• Stay within the 250-byte limit — if you exceed this, none of your search terms will be indexed
• Include synonyms, abbreviations, and alternate names
• Use all lowercase — no punctuation needed
• Separate words with spaces
• Don't repeat words already in your title or brand name
• Never include competitor brand names or ASINs
• No need for stop words such as "a," "an," "and," "by," "for," "of," "the," or "with"

Full guides: Use Search Terms Effectively

🎬 Product Videos

Video brings your product to life in ways that images and text simply can't. Customers who watch product videos are more likely to convert — and Prime Day shoppers are looking for confidence before they buy.

• Demonstrate your product in action
• Highlight key features and benefits visually
• Show scale, texture, and real-world use cases
• Keep videos concise and focused

Full guide: Upload and Manage Product Videos

✨ A+ Content

A+ Content (formerly Enhanced Brand Content) lets brand-registered sellers create rich, visually engaging product descriptions with custom layouts, images, and comparison charts.

• Tell your brand story with enhanced visuals
• Use comparison charts to help customers choose between your products
• Highlight key differentiators that don't fit in bullet points
• A+ Content can help increase conversion rates and reduce returns

Full guide: A+ Content Overview

🌐 Optimise Product Discovery

Beyond search, there are additional ways to help customers discover your products across Amazon's ecosystem.

• Ensure your products are properly categorised
• Use all available listing fields to maximise visibility
• Consider how customers browse (not just search) for products like yours

📖 Full guide: Optimise Product Discoverability | Increase Sales

🚀 Quick Action Checklist

✅ Audit your backend search terms — are you using all 250 bytes?

✅ Upload at least one product video for your top-selling ASINs

✅ Create or refresh A+ Content for brand-registered products

✅ Review your product categorisation for accuracy

✅ Remove any competitor brand names from your search terms

Up Next: In Part 3, we'll show you how to use Amazon's AI-powered tools — including Rufus insights, Seller Assistant, and listing change reviews — to analyse and improve your listings with less effort.

Share Your Experience

Optimisation is where good listings become great ones. Tell us:

• Which strategy has had the most measurable impact on your conversion rate — search terms, A+ Content, or video?
• Have you discovered a backend keyword approach that improved your discoverability?
• What's one optimisation mistake you made early on that you'd warn other sellers about?

Practical tips from sellers who've tested these strategies are invaluable. Share what worked for you.

Have questions? Comment them below.