Winning Amazon SERPs: How To Audit Your Amazon Listing

by | Sep 29, 2023

Imagine having the power to unravel the intricacies behind lackluster sales on Amazon and strategically revamp your approach to unlock untapped potential. This is exactly where the Amazon FBA listing audit comes into play – a comprehensive analysis that gives you actionable insights and tactics to reignite your sales trajectory.


In this article, we’ll outline the step-by-step process we leverage to conduct our client’s Amazon FBA listing audits to unleash growth and potential on the world’s largest online marketplace. We’ll outline how an Amazon listing audit isn’t just a routine task – but a powerful tool that has the potential to rekindle your Amazon journey and usher in a new era of success.


Let’s dive in and discover how an Amazon listing audit can be the turning point you’ve been waiting for.


What is a Listing Audit in Amazon?


best amazon listing optimization agency


An Amazon listing audit involves a comprehensive review and analysis of your product listings to ensure they are optimized for maximum visibility and conversions. This process helps sellers identify areas that need improvement and implement strategic changes to enhance their product’s performance on the platform. From product titles and images to keywords and pricing, a listing audit covers all aspects to ensure your listings are aligned with customer search intent and current best practices.

How To Perform an Amazon Listing Audit?


Performing a product audit on Amazon involves several systematic steps:


Step #1 What You’ll Need To Perform A Listing Audit

Most of the time, Amazon sellers know the key areas they need to review in an Amazon listing audit but don’t know where to start or how to evaluate the insights. That’s why we’ve crafted a complete listing audit PDF for you to download and follow along. Get it here. Besides the audit PDF, which you can share with your friends, you’ll need access to a keyword or a general Amazon FBA tool. We like to use DataDive Tools and Helium10.

Step # 2 Gather Data & Metrics:

Log into your Amazon Seller Central account to access insights like the seller percentage unit, sales data, conversion rates, click-through rates, keyword rankings, and customer reviews. We recommend software like Heliul10 to help you review the data for the most comprehensive insight assessment.


Step #3: Analyze Keyword Relevance

Keywords play a pivotal role in making your products discoverable on Amazon. Ask yourself these questions about your Amazon keywords: Are your keywords aligned with customer search intent? Are they high-traffic, low-competition keywords? Are your keywords highly relevant to your product? Did you search your top keywords on Amazon to verify their relevance? You’ll need trusted keyword research tools to help you identify potential keyword gaps and opportunities. 


Step #4: Review Your Product Titles

To gather insights about your title, you need to understand how your competition’s titles are fairing. This is why we use a tool called DataDive Tools. DataDive tools pull the top ten ASIN titles against your product and output a title score. Notice the competitor score and start thinking about the target root keyword. Glean insights and record possible keyword targets for when you go to optimize your listing.


Step #5: Read and Re-Read Your Amazon Bullet Points and Product Descriptions

Think your Amazon bullet points don’t matter? Think again. You must accurately describe your product offer within the first three bullet points while articulating the most significant benefits. Review your bullet points and product descriptions and ensure you’ve highlighted vital benefits and gestures. Have you done an excellent job communicating your product’s most prominent features and benefits? Can customers imagine the transformation they’ll get after purchasing your product? Did you address common questions and pain points? Review every bullet point and note what copywriting changes can enhance this section.

Next, copy and paste your bullet points into Helium10’s Scribbles. Are your bullet points 200 characters or less? Did you avoid emojis and all caps? Take note of Amazon’s style guides and ensure your listing is compliant. Add more relevant, high-search volume keywords in the content without affecting how your target audience reads the content. 


Step #6: Evaluate Your Amazon Images and Product Video

Visual content is a significant driver of conversions. Review your Amazon images and videos to ensure they are high-quality and well-lit, and showcase your product from various angles. Use lifestyle images to demonstrate product use and context, helping customers visualize their perceived transformation. Here is the checklist we use when auditing Amazon images:


Amazon image audit


Step #7: Assess Your Pricing Strategy

Examine your product’s pricing strategy by considering competitors’ prices, perceived value, and costs. A competitive yet profitable price can attract more buyers and improve your chances of winning the Buy Box. Track your top five competitors’ products. What do they offer that’s different from you, what is their perceived value, and how does your pricing and value stack up against your competition?


Step #8: Glean Insights From Your Product Reviews and Ratings

Customer reviews and ratings influence purchasing decisions. Every category on Amaozn has a high threshold of review ratings. For example, 4.0-star ratings and less can negatively impact your sales in ultra-competitive markets like beauty and technology. Record your rating and note your competitor’s rating. Scour your reviews for added insights to improve your listing quality and score.


Step #9: Examine the Backend Keywords

Look, we’re going to give it to you straight. Every Amazon guru and their mother has a different way of analyzing and optimizing backend keywords. We’re sharing our best practices. Review your backend keywords. Are you targeting seasonal keywords, holiday keywords, new long-tail keywords, and more? When was the last time you updated your backend search terms? Record your findings to unlock if you need to add more robust keywords to this lucrative area of an Amazon list. Include relevant synonyms, alternative phrasings, and long-tail keywords. Avoid duplicating keywords already used in visible fields, and remember commas are not necessary.

Step #10: Verify Your Category and Attributes

Is your product listed under the most relevant category? Are all its attributes accurate? Ensuring your category is accurate enhances the accuracy of customer filtering options and, therefore, improves your product’s chances of appearing in relevant searches. 


Step #11: Analyze Advertising Campaigns

You may need some help here, as Amaozn PPC is its own beast. Qualified Amaozn marketing agencies who specialize in Amazon PPC can help. Evaluate the performance of your ad campaigns. Are your campaigns targeting the right keywords and demographics? Adjust budgets and bidding strategies based on data insights to maximize ROI.


Step #12: Mobile Optimization Review

Given the increasing prevalence of mobile shopping, analyzing your listing for mobile devices is paramount to your conversion rate. Check the readability, image scaling, and overall user experience on various screen sizes. Be subjective so that you can harness areas that require improvement.


Next, we’ll unlock how you can report listing errors and unearth the three most important areas of your listing for keyword ranking.

How Do I Report a Listing Error on Amazon?


amazon listing error


To report a listing error on Amazon, follow these steps:


  • 1. Log in to your Amazon Seller Central account.
  • 2. Go to the “Inventory” tab and select “Manage Inventory.”
  • 3. Locate the product with the error and click on it.
  • 4. Click the “Edit” button next to the field containing the error.
  • 5. Make the necessary corrections and save your changes.
  • 6. Contact Amazon Seller Support for assistance if the error is more complex.


What are the 3 Most Critical Fields in a Listing on Amazon for Keyword Ranking?


Three critical fields in an Amazon listing for keyword ranking are:


  1. Product Title: The product title is one of the most influential factors in keyword ranking. It should contain relevant keywords, be descriptive, and accurately convey the product’s main features.


  1. Bullet Points: Bullet points provide concise information about the product’s benefits and features. Incorporate keywords naturally and focus on addressing customer needs.


  1. Backend Search Terms: While not visible to customers, backend search terms play a significant role in keyword ranking. Include synonyms, alternative phrasings, and relevant keywords that didn’t fit into other fields.


Auditing these fields can significantly enhance your product’s visibility and ranking in Amazon search results.


Additional Amazon Listing Audit Analytics


Let’s explore some other key analytics not included in our listing audit PDF:


Traffic Sources:

  • Understand where your traffic is coming from. Are customers finding your products through organic search, paid ads, or other sources? This insight helps you evaluate the effectiveness of different channels.


Amazon Brand Analytics:

  • Amazon Brand Analytics provides insights into customer search terms and helps you understand how customers find and interact with your brand and products.


Google Analytics (External Traffic):

  • If you’re driving external traffic to your Amazon listings, use Google Analytics to track the effectiveness of this traffic. Monitor bounce rates, time on page, and conversion rates for insights.


Return Rates:

  • High return rates can indicate a mismatch between customer expectations and the product received. Analyze the reasons for returns and address any recurring issues.


Reviewing these additional analytics in your audit gives you a comprehensive view of your Amazon FBA listings’ performance. This data-driven approach enables you to make informed decisions during the audit process, helping you refine your listings and ultimately improve sales and overall business success.




Conducting a comprehensive Amazon FBA listing audit is an investment that yields substantial returns in terms of increased sales and improved brand visibility. By following these exact steps and regularly reassessing your listings, you can identify areas for enhancement, implement strategic changes, and stay ahead of the competition in the fast-paced world of e-commerce. Optimization is an ongoing process, and continuous refinement of your listings will lead to sustained success on the Amazon platform.


Contact the team at Christina Ink for a FREE Amazon listing audit to strategize and improve your Amazon digital shelf.