Hello Sellers,Prime Day returns this June, and we&#39;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&#39;ve told us matter most.<a href="https://sellercentral.amazon.co.uk/seller-forums/discussions/t/54f7f3bf-cfdc-4676-b71d-108b3a463cbe" target="_blank">🗓️ Save the Date: Join our Ask Amazon session on May 27th</a> - 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 <a href="https://sellercentral.amazon.com/seller-forums/discussions/t/d37bc5d4-20d3-4a8b-ba27-ba7ab2204257" target="_blank">Part 1</a>, we covered the fundamentals of listing creation. Now let&#39;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 OptimisationIf customers can&#39;t find your product, they can&#39;t buy it. Search optimisation ensures your listings appear when Prime Day shoppers are looking for what you sell.<ul><li>Understand how Amazon&#39;s search algorithm matches customer queries to your listing</li><li>Ensure your title, bullet points, and backend keywords work together</li><li>Focus on relevance — the more accurately your listing matches customer intent, the better it performs</li></ul>Full guide: <a href="https://sellercentral.amazon.co.uk/help/hub/reference/G10471" target="_blank">Optimise Your Product Discoverability</a>🔑 Keywords &amp; Search TermsYour backend search terms are a powerful (and often underutilised) tool for discoverability.<ul><li>Stay within the 250-byte limit — if you exceed this, none of your search terms will be indexed</li><li>Include synonyms, abbreviations, and alternate names</li><li>Use all lowercase — no punctuation needed</li><li>Separate words with spaces</li><li>Don&#39;t repeat words already in your title or brand name</li><li>Never include competitor brand names or ASINs</li><li>No need for stop words such as &quot;a,&quot; &quot;an,&quot; &quot;and,&quot; &quot;by,&quot; &quot;for,&quot; &quot;of,&quot; &quot;the,&quot; or &quot;with&quot;</li></ul>Full guides: <a href="https://sellercentral.amazon.co.uk/help/hub/reference/G23501" target="_blank">Use Search Terms Effectively</a>🎬 Product VideosVideo brings your product to life in ways that images and text simply can&#39;t. Customers who watch product videos are more likely to convert — and Prime Day shoppers are looking for confidence before they buy.<ul><li>Demonstrate your product in action</li><li>Highlight key features and benefits visually</li><li>Show scale, texture, and real-world use cases</li><li>Keep videos concise and focused</li></ul>Full guide: <a href="https://sellercentral.amazon.co.uk/help/hub/reference/G200216080" target="_blank">Upload and Manage Product Videos</a>✨ A+ ContentA+ Content (formerly Enhanced Brand Content) lets brand-registered sellers create rich, visually engaging product descriptions with custom layouts, images, and comparison charts.<ul><li>Tell your brand story with enhanced visuals</li><li>Use comparison charts to help customers choose between your products</li><li>Highlight key differentiators that don&#39;t fit in bullet points</li><li>A+ Content can help increase conversion rates and reduce returns</li></ul>Full guide: <a href="https://sellercentral.amazon.co.uk/help/hub/reference/G202102930" target="_blank">A+ Content Overview</a>🌐 Optimise Product DiscoveryBeyond search, there are additional ways to help customers discover your products across Amazon&#39;s ecosystem.<ul><li>Ensure your products are properly categorised</li><li>Use all available listing fields to maximise visibility</li><li>Consider how customers browse (not just search) for products like yours</li></ul>📖 Full guide: <a href="https://sellercentral.amazon.co.uk/help/hub/reference/G10471" target="_blank">Optimise Product Discoverability</a> | <a href="https://sellercentral.amazon.co.uk/help/hub/reference/G43381" target="_blank">Increase Sales</a>🚀 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 termsUp Next: In Part 3, we&#39;ll show you how to use Amazon&#39;s AI-powered tools — including Rufus insights, Seller Assistant, and listing change reviews — to analyse and improve your listings with less effort.Share Your ExperienceOptimisation is where good listings become great ones. Tell us:<ul><li>Which strategy has had the most measurable impact on your conversion rate — search terms, A+ Content, or video?</li><li>Have you discovered a backend keyword approach that improved your discoverability?</li><li>What&#39;s one optimisation mistake you made early on that you&#39;d warn other sellers about?</li></ul>Practical tips from sellers who&#39;ve tested these strategies are invaluable. Share what worked for you.Have questions? Comment them below.

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