Here at TurnKey Product Management, we know that beyond having a great product, the key to success on Amazon is optimized listings. We help our clients fully optimize every aspect of their listings to drive more conversions and sales. In this comprehensive guide, we will walk through the listing optimization process we use for the brands we manage.
The Importance of Competitor Analysis
One of the first steps our team takes when optimizing listings is conducting competitor analysis. We dive deep into analyzing the listings and strategies of competing products and brands. To pick a competitor to analyze we suggest considering the following:
Once you have your list of competitors to research it is crucial to identify strengths and weaknesses in attributes like:
A competitor analysis is important to do prior to launching on Amazon but here at TurnKey, we recommend conducting competitive research quarterly. This way you are always a step above competitors. By understanding what’s working well for other brands in our space, we can apply those lessons learned while also looking for potential differentiating factors.
Crafting Standout Listing Copy
Our team pays extremely close attention to every element of listing copy. For titles, bullets, and descriptions, we ensure all copy is optimized for maximum conversion performance.

When writing or optimizing listing copy, we make sure to answer key questions like the ones listed below:
Titles
Bullet Points
Product Description
Here at TurnKey, we have seen our client’s conversion rates increase by 5 to 20% by finding the balance between strong SEO copy while also selling the why with engaging listing copy. It is important that you do thorough keyword research prior to writing out your listing copy to make sure you are including the top searched terms within your copy. Once you have written your first listing copy we highly suggest having a second person read through it to make sure you are clear on your product’s features.
Standout Product Imagery

The image block is one of the most important parts of any listing. We ensure our clients’ listings have premium images that build confidence and drive conversion.
For the main image block, some essential images we recommend are:
With a combination of lifestyle images and infographics, our team at TurnKey has seen conversions grow while also seeing a decrease in product returns and negative reviews. Images and video are key to making sure the customer has a full understanding of what they are purchasing.
Harnessing Amazon A+ Content
A+ Content allows enhanced listing optimization by integrating detailed product descriptions, expanded lifestyle imagery, infographics, brand story, FAQs, and more.
We advise our clients to maximize A+ Content with elements like:

When we build A+ content at TurnKey, the goal is to essentially make it look like it is straight off of a brand's website. A+ Content is a major opportunity to build brand awareness, decrease returns through education, and drive conversions. We also recommend upgrading to A+ Premium Content for the added real estate, if you have submitted 5+ A+ content in the last year this is something you should be eligible for.
Post Launch Tracking and Optimization
After fully optimizing or launching listings, at TurnKey we believe our work is not done. We closely track listing performance and continue optimizing.
After you launch or update your listing you should be tracking the following:

Once you gauge how your listing is doing, you can make optimizations by using Amazon’s A/B experiments tool to test copy, images, and A+ content as well as conducting your own competitor analysis each quarter.
The intense competition on Amazon demands that listings stay a step ahead. With continual optimization and conversion rate tracking, we help our clients maximize their Amazon channel success. Contact TurnKey Product Management today to optimize your listings and gain an edge over your competition.
About TurnKey Product Management
Jeff and Jenna Lieber from TurnKey Product Management provided this article. TurnKey is an Amazon consulting company that sells over 8-figures in revenue for its clients each year. Whether you're just starting or are an Amazon expert, TurnKey can help take your sales to the next level. Visit TurnKey's website for free resources and training on how to scale to 8+ figures on Amazon. Plus, you can contact TurnKey there to help scale your business.