SKYVISION guide · Amazon product listings

What matters on your listing, before advertising

Advertising buys visits. The listing decides whether they turn into sales. This guide covers the Amazon UK rules that weigh most on a product listing, each with a link to Amazon's official page, then the order in which we would fix them.

Why start with the listing

Every sponsored click is paid for, whether it ends in a purchase or not. A listing that converts better lowers the cost of each sale without touching the bids, and it also helps the visits you do not pay for. That is why, with a small advertising budget, the listing often matters more than the ads.

The title

It is the first thing shoppers read, in the search results as on the listing. Amazon UK sets a strict limit:

  • 75 characters at most, including spaces.
  • The same word no more than twice (prepositions, articles and conjunctions are exempt; the brand name counts).
  • No decorative characters: ! $ ? _ { } ^ ¬ ¦ are banned.
  • No promotional phrases, such as “free shipping”.

What no longer fits in the title goes into the item highlights, which give an additional 125 characters.

Source: Amazon Seller Central UK, product title requirements

The bullet points

This is where shoppers check they have the right product: use, dimensions, compatibility, what is included. Amazon recommends:

  • at least three bullet points;
  • 10 to 255 characters each;
  • sentence fragments starting with a capital letter, without end punctuation.

A useful bullet point answers a question the shopper asks before paying. A bullet point that repeats the title teaches them nothing.

Source: Amazon Seller Central UK, bullet points

The images

The main image is seen before the title: it is what gets the click. Amazon's rules:

  • a pure white background, RGB colour values 255, 255, 255;
  • the product fills 85% of the image, whole, shown once;
  • from 1,000 pixels on the longest side, zoom is enabled.

Amazon also recommends at least six additional images and one video. The secondary images do the job of a shop assistant: the product in use, to scale, what is in the box, what sets it apart.

Source: Amazon Seller Central UK, product image requirements

The video

It shows what a photo cannot: the product in motion, how it handles, how it is assembled. You do not need Brand Registry: an account active for more than three months is enough, brand-registered or not.

According to Amazon, adding a video brings a 24% increase in sales compared with an ASIN without a video (Amazon internal historical data, January to June 2026).

Source: Amazon Seller Central UK, video guide

The search terms

This field, which shoppers never see, makes the listing appear on searches that the title and bullet points do not cover: synonyms, other ways of naming the product.

  • The limit: less than 250 bytes. Over the limit, none of the search terms is indexed: stay well below it.
  • Banned: your own brand and other brands, ASINs, temporary terms (“new”, “on sale now”) and subjective claims (“best”, “cheapest”).
  • No need to repeat a word or to add punctuation.

Source: Amazon Seller Central UK, using search terms effectively

Brand Registry, A+ Content and Vine

Brand Registry is a free programme from Amazon, open to registered trademarks. It unlocks several listing tools.

  • A+ Content replaces the description with visual modules. According to Amazon, Basic A+ Content can increase sales by up to 8%, and well-implemented Premium A+ Content by up to 20% (Amazon internal data).
  • Vine sends your product to reviewers selected by Amazon, who post reviews. Conditions include an active FBA listing, a Brand Registry role, a Professional selling account, and fewer than 30 reviews on the product detail page. Fees per parent ASIN: £0 for 1 to 2 units, £60 for 3 to 10, £140 for 11 to 30.

Sources: Amazon UK, Brand Registry · Amazon Seller Central UK, Vine eligibility · Amazon Seller Central UK, Vine enrolment fees

The reviews

Reviews reassure the hesitant shopper, and Amazon protects them closely.

  • The “Request a Review” button in Seller Central works once per order, between 5 and 30 days after the delivery date. The message is standard and automatically translated into the customer's language.
  • Banned: any incentive in exchange for a review, reviews by family members or employees, reviews of your own products or a competitor's.
  • According to Amazon, violations may result in account suspension or termination.

Sources: Amazon Seller Central UK, request a review · customer product reviews policy · answers to questions about reviews

Rufus, Amazon's shopping assistant

Amazon announced on 20 August 2025 that Rufus is available to all UK customers, in the Amazon Shopping app and on desktop. It answers shoppers' questions and compares products.

What it means for your listing: information missing from the listing cannot be used as an answer. Worldwide, Amazon says that shoppers using Rufus are 60% more likely to complete a purchase (third-quarter 2025 results). This is a correlation: shoppers who ask questions are often already set on buying.

Sources: About Amazon UK, Rufus launch · Amazon, quarterly results

The order in which we would fix things

This is our view as an agency, not an Amazon rule:

  1. The main image and the title. They get the click in the search results, and every paid click starts there.
  2. The secondary images and the bullet points. They turn the visit into a purchase.
  3. The reviews. A listing without reviews converts poorly, however well written.
  4. A+ Content and video, once the basics are in place.

To check before publishing

  • A title of 75 characters at most, with no word more than twice and no promotional phrase.
  • At least three bullet points, each of 10 to 255 characters.
  • A main image on a pure white background, the whole product on 85% of the image, large enough for zoom.
  • At least six additional images and one video, as Amazon recommends.
  • Search terms well under the 250-byte limit, with no brand and no ASIN.
  • Every question a shopper might ask finds its answer on the listing.

And advertising?

Our audit is for brands that already invest. On Amazon: more than €2,000 a month in Amazon advertising or more than €250,000 of Amazon revenue a year. For a brand that sells mostly outside Amazon: more than €2,000 a month in advertising across all channels, or more than €500,000 of online revenue a year. Below that, the listing is often the best lever. Meanwhile, our free tools show you where you stand:

A question about this guide? Write to us at contact@skyvision-agency.com.

Rules checked on Amazon UK's official pages on 8 October 2026. Amazon changes them regularly: if in doubt, Amazon's page prevails.