Amazon Listing Optimisation in Australia: Title, Images, Content and Offer, in the Order That Matters

To optimise an Amazon listing in Australia, fix the product identifier first, then the search terms, title, images, bullets and description, then brand content such as A+, and finally the offer itself: price and delivery. Amazon.com.au allows titles of up to 200 characters, and images of at least 500 by 500 pixels, with 1,000 by 1,000 recommended and the product filling about 80% of the image. Amazon does not publish its ranking formula, so treat every tactic below as a test and measure it.

Step 1: Get the identifier and category right

Most products need a GTIN, such as a UPC, EAN, JAN or ISBN, which you buy from GS1 Australia or replace with an exemption in Seller Central. Amazon may also match your product to an existing listing, in which case you may not need a new identifier. Read GTIN exemption in Australia and the GTIN glossary entry.

Also confirm:

• The product is allowed. Products on Amazon.com.au must be physical and shippable, new unless sold through Amazon Renewed, and digital products are not allowed.
• The category needs no approval, or you have it. Grocery is named as needing approval. See category approval in Australia.
• You are allowed to list the brand. You need to be an authorised reseller for some brand names.

A wrong category or a missing identifier can leave a listing suppressed, which makes copy work pointless. Fixing that is covered in suppressed listings.

Step 2: Do keyword research before you write

Write the title and bullets around the words Australian shoppers use, which are not always the words in your supplier's catalogue. A few Australian examples: "doona" for what a supplier calls a quilt, "thongs" or "flip flops" depending on the shopper, and "esky" for a cooler. Amazon's own search suggestions, your competitors' titles and your keyword research will show the terms.

Brand Registry sellers also get Brand Analytics for search data. See Amazon Brand Analytics in Australia. If your Sponsored Products campaigns are live, the search term report shows real queries that led to orders.

Step 3: Write the title

Amazon allows up to 200 characters in an Australian title. Having room is not the same as using it all. A workable pattern:

Brand + product type + the one or two features shoppers search + size, quantity or colour

For example, "Example Brand Insulated Stainless Steel Water Bottle 1L, Keeps Drinks Cold 24 Hours, Dishwasher Safe". The example is invented.

Rules of thumb:

• Lead with what the shopper types. The first 60 to 80 characters are what most mobile results show, though Amazon does not publish the cut-off.
• State facts you can prove. "24 Hours" must be true in a test.
• Avoid repeating the same word, and avoid promotional phrases. Amazon publishes its title style rules in Seller Central, and breaches can suppress a listing.
• Use metric units and Australian spelling.

Step 4: Fix the images

Images are the first thing a shopper sees on a phone, and Amazon states minimums: at least 500 by 500 pixels, 1,000 by 1,000 recommended, with the product filling about 80% of the frame. The full rules, including main-image background requirements, are in Amazon Australia image requirements.

A good set covers:

1. A clean main image of the product.
2. A scale image, with a hand or a familiar object next to it.
3. A feature image per top benefit.
4. An in-use or lifestyle shot.
5. A what-is-in-the-box image, if there are parts.
6. Packaging, if it is a gift or the shopper cares.

Check that every image is readable at about 400 pixels wide, which is roughly what a phone shows.

Step 5: Bullets, description and search terms

Amazon publishes character limits for bullets, descriptions and backend search terms inside Seller Central, and they vary by category. Check them there rather than copying a figure from a blog.

Good bullets:

• Start with the benefit, then the proof.
• Hold one idea each.
• Use the keywords you found in step 2, naturally.
• Answer the questions your customers ask. Look at reviews and Q&A on competitors.
• Do not make medical, safety or environmental claims you cannot substantiate. Australian Consumer Law applies to your listing text; confirm with a lawyer or the ACCC if you are unsure.

Backend search terms should add synonyms and common misspellings that do not belong in visible text. Do not repeat what is already in the title.

Step 6: Add brand content

If you are enrolled in Brand Registry you can add A+ Content with video, enhanced images and comparison charts. You can also build a Brand Store, which is free, and enrol eligible products in Vine.

Do these after steps 1 to 5. Better A+ does not rescue a weak title or a poor main image.

Step 7: Check the offer

A perfect listing with a weak offer will not convert. Check:

• Price: compare with competitors, including delivery. Amazon says all Amazon.com.au customers get free Australian shipping on eligible orders over A$59, so your price relative to that threshold matters.
• Delivery promise: FBA includes shipping, customer service and returns in the fulfilment fee.
• Buy Box: if you do not hold it, shoppers cannot add your offer to cart easily. See Amazon Buy Box in Australia and the Buy Box glossary entry.
• Variations: if you sell colours or sizes, group them correctly. See Amazon variations in Australia.

What does a quick listing audit look like?

Score each ASIN in a spreadsheet before you change anything. A simple version:

Rank ASINs by sales or by strategic value, and work on the top five first. A hundred small edits across the catalogue move less than ten careful ones on your best sellers.

What mistakes cost sellers the most?

• Writing for the algorithm and forgetting the shopper. A title nobody can read costs clicks.
• Copying a competitor's claims. If their claim is false or unproven, yours will be too, and Australian Consumer Law applies to you regardless.
• Putting one product in the wrong variation family, which merges reviews and confuses shoppers.
• Skipping the phone check. Open the listing on a phone and look at the first screen. If the main image, title and price do not tell the story, fix those first.
• Optimising a listing that has a stock problem. If you run out of stock, the Buy Box and your ranking suffer, and no copy change helps.

How do you measure listing changes?

Change one element at a time and record the date. Compare sessions and unit session percentage for the same ASIN across equal periods, and avoid periods with a sale event. Do not judge a title change in two days. When you change several things at once, you will not know which one worked.

FAQ

How long can an Amazon Australia title be? Up to 200 characters, according to Amazon's selling guide. Category rules may be shorter, and Amazon enforces style rules inside Seller Central, so check yours before writing.

What size should Amazon product images be in Australia? At least 500 by 500 pixels, with 1,000 by 1,000 recommended, and the product should fill about 80% of the image. Main-image background rules are on Amazon's image style page.

Do I need a GTIN to list a product? Most products do. Get one from GS1 Australia or request an exemption in Seller Central. Amazon may match to an existing listing, so you may not need one in that case.

Does A+ Content improve my ranking? Amazon does not say so on its public pages. It frames A+ as improving awareness, consideration and conversion. Judge it by your conversion data.

How often should I update a listing? When data tells you to. Review a listing after a month of stable sales, or when a competitor, a keyword or a customer complaint changes. Constant edits make results hard to read.

Should I hire someone to optimise listings? If you have fewer than ten products and time, you can do the steps above yourself. A specialist helps with large ranges, category rules and brand content.

Next step

Pick your five best-selling or most strategic ASINs and work down the seven steps. Blooprint's Amazon listing management for Australia can take this on for Amazon.com.au accounts, and the Australian seller hub links the related guides.