Your Amazon listing decides how much of the traffic you already pay for actually turns into sales. Optimize it well and the same clicks from PPC and organic produce more orders, which means more profit from the exact same ad spend. The best part is that most of the moves below can be implemented in minutes or hours, and you can start seeing conversion lift almost right away.
The 5 Highest-Impact Listing Optimizations
| # | Optimization | What it does |
|---|---|---|
| 1 | Add a Brand Story module | Adds a swipeable, image-rich section above A+ Content that acts like free PPC |
| 2 | Upgrade to Premium A+ Content | Unlocks mobile-first modules, video, and shoppable comparison tables |
| 3 | Fix your secondary images for mobile | Makes your images readable and persuasive for the 75% on mobile |
| 4 | Increase average order value | Uses bundles and self-targeting ads to lift order value on the same traffic |
| 5 | Stack up product video | Fills the video module and gains cross-listing ad real estate |
Every one of these attacks the same goal: getting more conversions from the traffic you are already driving to the listing.
Step 1: Add a Brand Story Module
The Brand Story is the section that shows up above your A+ Content on the product detail page. Adding it has an instant impact on conversion, and most listings that need it do not have it.
Brand Story gives you four module types, but most sellers use just two: big images, and the clickable links to your other products (the brand ASIN store showcase), which act like free Amazon PPC. You can load 7 to 12 modules, and on mobile shoppers simply swipe through them like an Instagram or Facebook carousel, which they are already used to doing.
How to add it:
- From the hamburger menu, click Advertising
- Go to A+ Content Manager
- Click Start creating A+ content
- Choose the Brand Story section and build your cards
Step 2: Upgrade to Premium A+ Content
There are two tiers of A+ Content: Basic and Premium. Basic is the version brand registered sellers have had for years, formerly called Enhanced Brand Content. Premium A+ Content is the newer version that goes in the product description area, built for mobile and video.
Premium is worth the effort because it lets you add capabilities Basic cannot:
- Video that plays right in the scroll, no popup
- Interactive modules where shoppers tap or swipe through features and benefits on mobile
- Full-width images that take up the entire width of the screen
- A shoppable comparison table with an add-to-cart button, which raises average order value
- A Q&A module that lets you handle common objections up front, so the wrong shoppers do not buy and then leave a bad review
To qualify for Premium, you generally need a Brand Story loaded on all of your ASINs and at least five approved applications to upload Basic A+ Content. You do not need five listings for this: you can submit five applications on the same listing, approving one change at a time. Most brands get access after five, though some need to go up to around fifteen. Remember that roughly 75% of Amazon traffic is on mobile, so always build and check the mobile version first.
Step 3: Fix Your Secondary Images for Mobile
This step is about your secondary images, not the primary image. The main image has its own separate set of best practices. Here the rule is simple: mobile first, every time. If a shopper cannot read an image on a phone, 75% of your visitors get nothing from it, which makes it a wasted slot.
Mobile first, every time. 75% of traffic on Amazon is mobile, and nowhere is that more important than your secondary images.
You only get a handful of images, so each one should earn its place. Here is my formula for secondary images:
- Lifestyle shot
- Benefits graphic
- Features graphic
- Product in use (a four-panel if there are four uses, or one to three in-use shots)
- Ours versus theirs comparison graphic
- Customer reviews or social proof graphic (you cannot screenshot actual Amazon reviews or use Amazon’s star logo)
- What’s included graphic
Depending on the product, other strong options include a size guide or comparison, origin of ingredients, certifications or badges, how to use or prepare it, before and after images, instructions, material quality, eco-friendliness, or your brand mission. Every image should be the best possible next option to communicate what a shopper needs to see to buy.
Step 4: Increase Average Order Value
Some of the biggest, fastest wins come from raising the average order value of the traffic you already have. Two moves stand out:
- Virtual bundles. These show up right underneath the variations. They take up more space on the listing, act as free ads, and lift average order value, which makes all the traffic you send more profitable. Many listings that are well suited to bundles simply do not have them.
- Cross-promotion via ads. Run Sponsored Product ads that target your own other products. This makes you more likely to earn the frequently bought together placement, and it lets your own products occupy the sponsored spots on your listing that competitors would otherwise take, including the spots above the reviews. The result is that shoppers are far less likely to click off your listing to someone else’s.
Step 5: Stack Up Product Video
Product video does double duty. It gives shoppers more information where they are deciding, and it unlocks a large video module above the reviews, with one big theater video, thumbnails of other videos, and links to any of your products mentioned in them.
The key is to have a lot of videos, and especially videos made by other people. Videos left by reviewers and uploaded by creators through Amazon Creator Connections carry more weight than the ones you upload yourself. The internet runs on video now, from Instagram Reels to TikTok to Amazon, so the more quality video you have on the listing, the better it converts.
Frequently Asked Questions
Amazon listing optimization is the process of improving the elements of a product detail page, such as the Brand Story, A+ Content, images, and video, so that more of your existing traffic converts into sales. The goal is more orders from the same clicks, which lowers your effective cost per sale without raising ad spend.
Work through five high-impact steps: add a Brand Story module above your A+ Content, upgrade from Basic to Premium A+ Content, fix your secondary images for mobile, increase average order value with virtual bundles and self-targeting ads, and stack up product video. Most of these can be implemented within minutes or hours.
The Brand Story is a section for brand registered sellers that appears above the A+ Content on a listing. It displays as swipeable cards that can hold images and links to your other products, and it can lift conversion immediately. The clickable product cards act like free Amazon PPC.
Basic A+ Content is the original text-and-image version brand registered sellers have had for years. Premium A+ Content is the newer, mobile-first version that supports video, interactive tap-through modules, full-width images, a shoppable comparison table, and a Q&A module. To qualify for Premium you generally need a Brand Story on all ASINs and at least five approved Basic A+ Content applications.
Virtual bundles appear under the variations, act as free ads, and raise the average order value of the traffic you send to the listing, which makes that traffic more profitable without any extra ad spend.
Key Takeaways
- Listing optimization is about converting more of the traffic you already pay for, not chasing a ranking trick
- The Brand Story module and its clickable product cards add an instant, image-first conversion lift
- Premium A+ Content beats Basic with video, mobile-first modules, and a shoppable comparison table
- Optimize secondary images for mobile first, since roughly 75% of shoppers are on a phone
- Virtual bundles, self-targeting ads, and more product video raise order value and keep shoppers on your listing
Related Guides
- Amazon A+ Content: Which Premium Modules to Use
- Amazon Brand Story: Building a High-Converting Module
- How to Improve Product Visibility on Amazon
- Amazon PPC Keyword Research: Grouping Keywords by Buyer Intent
Ready to Optimize Your Amazon Listings?
At Sophie Society, my team and I rebuild listings for partners as part of every PPC engagement, backed by $5M/Month in ad spend across 800+ brands and 4,000+ product launches. If you want us optimizing your listings and your PPC, apply to work with us.
Free Resources
- Join the 5-Day PPC Challenge: Free live training covering listing optimization and AI-powered PPC
- Sophie Society case studies: Real partner results showing listing and PPC improvements
- My full listing walkthrough: The free screen-share this guide is based on
Based on my video: “Amazon Product Listing Optimization Secrets (2026 Step by Step)”.
