Overview

Amazon's Success Factors guide outlines the essential elements that turn product page visitors into paying customers. From image quality and compelling titles to strategic pricing and shipping policies, these foundational practices directly influence conversion rates and sales performance for every seller on the platform.

Key Points / What Sellers Need to Know

• Product images are your storefront — High-quality photos on a white background that clearly represent your product are the single most important factor in capturing buyer attention and building purchase confidence.
• Titles must inform, not shout — Product titles should use title case, contain only relevant product information, and avoid promotional language or all-caps formatting that drives buyers away.
• Bullet points drive conversions — Well-structured bullet points that highlight key features in a consistent order have been shown to directly increase sales on the platform.
• Descriptions sell the experience — Product descriptions should go beyond listing specs and help buyers imagine owning and using the product, creating the closest thing to an in-store experience.
• Pricing and shipping work together — Competitive pricing means nothing if shipping costs erode the value proposition, especially on lower-priced items where a shipping fee can exceed the product cost.

Image Quality Standards

Amazon holds product images to specific standards that sellers must follow to maintain listing quality. Every main image must feature a pure white background with the product occupying at least 80 percent of the frame. The image should be a photograph rather than a drawing or rendering, shot from a flattering angle with proper lighting and focus. Close-up shots need to be free of distracting highlights or shadows, and the product shown must accurately match the listing description in size, color, and overall appearance. Meeting these requirements is not optional — listings with subpar images consistently underperform in both search visibility and conversion rates.

Crafting Effective Titles and Bullet Points

Your product title is often the first text a potential buyer reads, so it needs to work hard without overreaching. Amazon recommends using title case and keeping the content strictly relevant to the product itself. Seller names, promotional messaging, and pricing information should never appear in titles. Brand names belong in the designated brand field and should follow the manufacturer's standard formatting conventions. For bullet points, consistency across your catalog matters — if you lead with country of origin on one product, maintain that same order across all your listings. Each bullet should start with a capital letter, use sentence fragments rather than full sentences, and skip ending punctuation. The goal is to reinforce the most important details from your title and description in a scannable format that buyers can quickly digest.