How To Optimise Listing On Amazon?

One crucial metric reigns supreme for sellers navigating the expansive e marketplace is Content Score. But what exactly is Content Score, and why does it hold the key to unlocking success on the world’s largest online retail platform?

Content Score is Amazon’s way of evaluating the quality and completeness of product listings. Think of it as a digital report card that grades how effectively sellers present their products to potential customers.

Why Content Score Matters:

Why should sellers care about their Content Score? The answer lies in Amazon’s algorithm and the way it determines search rankings and visibility. A higher Content Score signals to Amazon that a listing is well-optimised and likely to provide a positive experience for customers.

Fact Corner: 1DS Content Score has a 0.81 correlation with your conversation rate on Amazon, which means improvement in content score by 1 unit increases the probability of your order conversation by 81%

In turn, this can lead to:

– Improved Search Rankings: Listings with higher Content Scores are more likely to appear at the top of search results, increasing visibility and exposure to potential buyers.

– Increased Conversion Rates: When customers find well-presented listings that meet their needs, they’re more likely to make a purchase. A higher Content Score can translate to higher conversion rates and more sales.

– Enhanced Brand Reputation: Consistently high Content Scores signal to customers that a brand takes its product presentation seriously. This can build trust and loyalty over time, fostering a positive brand reputation.

Factors That Contribute To Content Score:

Four key factors that play a significant role in determining the quality and impact of content are: Images, Title, Description, and A+ Content.

1. Images:

Images are a powerful tool for capturing attention and conveying information effectively. They can communicate complex ideas or emotions quickly and efficiently, supplementing the text content and improving comprehension. Here are some pointers to keep in mind while uploading images:

  • High-quality images enhance the visual appeal of content, making it more engaging and memorable for the audience.
  • Consistent use of images that align with your brand’s identity helps reinforce brand recognition and fosters a connection with your audience.
  • Optimized images with relevant alt text and filenames can improve the SEO (Search Engine Optimization) of your content, making it more discoverable online.


  • Use minimum 5 images and 1 video
  • There should be no text in the title image
  • Object coverage percentage should be more than equal to 50%

2. Title:

The title is often the first thing people see, and it plays a crucial role in grabbing attention and encouraging further engagement. Here are some key considerations for crafting compelling titles:

  • The title should clearly convey what the content is about while being relevant to the audience’s interests or needs.
  • Titles that evoke curiosity, emotion, or urgency are more likely to attract clicks and encourage readers to delve into the content.
  • Including relevant keywords in the title can improve the content’s visibility in search engine results and help it reach the right audience.
  • A concise and descriptive title is generally more effective than a lengthy one, as it is easier to understand and more likely to be fully displayed in search results or social media feeds.


  • Number of characters in the title should be between 120-240
  • There should be 20-80 characters of keywords in the first 80 characters of the title
  • No word repetition

3. Description:

The description provides additional context and entices readers to engage with the content further.The description should provide a brief overview of what the content offers, highlighting its value and relevance to the audience. A well written description should include the following:

  • Call to Action (CTA): Including a compelling call to action in the description encourages readers to take the desired next step, whether it’s reading the full article, making a purchase, or subscribing to a newsletter.
  • SEO Optimization: A well-crafted description that incorporates relevant keywords can improve the content’s visibility in search results and attract organic traffic.
  • Formatting: Using bullet points, bold text, or other formatting techniques can make the description more scannable and easier for readers to digest quickly.


  • There should ideally be 5-8 bullets in the description 
  • Keyword availability should range between 51-100
  • Uppercase percentage in bullets should be 0-29

4. A+ Content:

A+ Content refers to enhanced product descriptions typically found on e-commerce platforms. A+ Content allows you to incorporate multimedia elements such as images, videos, and interactive features to showcase products more effectively and provide a richer browsing experience for shoppers.

A+ Content also provides the following:

  • It offers an opportunity to provide in-depth product information, specifications, and benefits, helping customers make informed purchasing decisions.
  • A+ Content provides brand recall. It highlights unique selling propositions, values, and the benefits of choosing your products over competitors’.
  • It can help improve conversion rates and drive sales by addressing potential customer concerns, showcasing product features, and highlighting the value proposition.


  • There should be more than 5 images
  • Less than 2 images with text percentage higher than 30
  • Less than 2 images with text height of range 1-30

Incorporating these four factors—Images, Title, Description, and A+ Content—into your content creation process can significantly enhance its quality, appeal, and effectiveness in capturing and retaining your audience’s attention.

Elevate Your Amazon Game: 

On Amazon, a winning Content Score means beating the competition. Optimising listings to influence this score unlocks success for both new and experienced sellers. Master the key factors and thrive in the digital marketplace. 

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