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Amazon listing optimization
Auditing a real Amazon supplement-niche listing, Rawlings argues five specific, high-leverage changes — adding a Brand Story or Shoppable Collections module, upgrading to Premium A+ content, making secondary images mobile-legible, adding cross-promotion to raise average order value, and building out a product video section — can raise conversion and profit from the same existing traffic within hours.
The example listing is missing a Brand Story or Shoppable Collections module, both of which the video claims give an instant, sometimes significant, boost to conversion.
Shoppable Collections is described as a brand-new A+ module that replaces Brand Story and functions as free, in-listing advertising (custom image with shop button, product cards, single-product/video highlight).
The listing's existing basic A+ content is described as poorly executed; upgrading to Premium A+ content adds video, wider mobile-width images, interactive tap/swipe modules, a shoppable comparison table, and a Q&A module.
Premium A+ content requires Brand Story live on all ASINs plus 5 (up to 15 for some brands) approved basic A+ content submissions, which can be satisfied by repeatedly resubmitting revisions on a single listing.
75% (stated elsewhere as 3/4) of Amazon traffic is mobile, so every listing element, especially secondary images, should be designed mobile-first.
The listing's secondary images are criticized as illegible on mobile and therefore functionally useless to most visitors.
A fixed formula for secondary images is proposed: lifestyle shot, benefits graphic, features graphic, product-in-use, ours-vs-theirs, customer reviews/social proof graphic, what's-included graphic, plus optional extras depending on product type.
Amazon's actual customer review screenshots or its star icon cannot be used inside secondary images.
Virtual bundles under the variations section and sponsored-ad cross-promotion targeting one's own ASINs are presented as ways to raise average order value and occupy 'frequently bought together' and near-review ad slots.
Product video (from the brand, from Amazon Creator Connections influencers, and from reviewers) fills a large module above the reviews section, and influencer/reviewer videos are framed as more persuasive than brand-made ones.
Brand Story — An A+ content section appearing above the product description with up to four module types: clickable product/store-showcase links, a big image, an about-us section, and Q&A. Apply: Load it via Advertising > A+ Content Manager and use primarily the image and brand-ads/store-showcase modules (up to 7–12 total) to create a swipeable carousel that lifts conversion.
Shoppable Collections — A newly released A+ content module replacing Brand Story, composed of free in-listing ad units: a giant custom image with a shop button, product cards pulling from the storefront, and a single-product or video highlight. Apply: Add it in place of Brand Story through A+ Content Manager to get an immediate, potentially significant conversion increase.
Basic A+ Content — The long-standing A+ content option (formerly Enhanced Brand Content) available to all sellers, displayed in the product description area. Apply: Use it as the default content section while accumulating approved submissions toward Premium A+ eligibility.
Premium A+ Content — An upgraded, mobile- and video-optimized A+ content tier with interactive tap/swipe modules, full-width images, a shoppable comparison table, and Q&A, gated behind an eligibility requirement. Apply: Qualify by loading Brand Story on all ASINs and getting 5 (up to 15 for some brands) basic A+ submissions approved — which can be repeated revisions of one listing — then build it in A+ Content Manager to raise mobile conversion.
Mobile-first image optimization — The principle that listing elements must be designed for mobile legibility first because roughly 75% of Amazon traffic is mobile. Apply: Preview every image and module at actual mobile size, e.g. with a mobile-preview browser extension, rather than trusting Amazon's desktop-only preview in A+ Content Manager.
Secondary image formula — A checklist of image types for a listing's secondary images: lifestyle shot, benefits graphic, features graphic, product-in-use, ours-vs-theirs, customer reviews/social proof graphic, and what's-included graphic, with optional extras like size guide, ingredient origin, certifications, how-to-use, before/after, material quality, eco-friendliness, or brand mission. Apply: Fill each limited secondary image slot with the next most important item from this list, without screenshotting Amazon's actual review UI or star icon, in order of maximum conversion impact.
Virtual bundles — A cross-sell module appearing directly beneath the variations section that pairs complementary products. Apply: Add virtual bundles under the variation selector to act as free ads and raise average order value.
Self-targeted sponsored product ads (cross-promotion) — Sponsored product campaigns that target one's own other ASINs to earn 'frequently bought together' placement and sponsored ad slots near variations and reviews. Apply: Run sponsored product ads pointed at your own listings so your other products occupy those cross-sell slots instead of competitors, increasing average order value and click retention.
Product video module / Amazon Creator Connections — A large video gallery above the reviews section combining brand-uploaded videos, Creator Connections influencer videos, and reviewer-submitted videos, plus a sponsored video slot. Apply: Run Amazon Creator Connections campaigns to source influencer and reviewer videos — rated more persuasive than brand-made ones — to populate this module and its sponsored spot.
Amazon's A+ Content Manager only previews the desktop version of Premium A+ modules even though the entire point of the feature is mobile optimization, which the video calls out as an internal inconsistency in Amazon's own tooling.
The '5 applications' gate for Premium A+ eligibility isn't 5 separate listings — sellers can satisfy it by resubmitting revisions to a single ASIN repeatedly until approved.
Running sponsored product ads that target your own other ASINs is presented as a way to manufacture 'frequently bought together' placement and claim sponsored real estate near variations and reviews, converting ad spend into blocked-out shelf space competitors would otherwise occupy.
The Q&A module in Premium A+ content is framed less as a service feature and more as review-rate management: preemptively answering objections so 'the wrong people don't buy,' protecting the star rating from negative reviews.
Reviewer- and influencer-uploaded videos are explicitly valued above brand-uploaded ones for conversion purposes, which is the stated rationale for running Amazon Creator Connections campaigns rather than only producing in-house video.
Screenshotting Amazon's actual review interface or using its star icon in secondary images is flagged as against the rules, a specific platform restriction on the 'social proof' image type.
«Your Amazon listing's got more red flags than a Beijing national parade.»
— 00:00
«every Amazon listing has its issues. Yours just happen to be extra bad.»
— 00:27
«that's like free Amazon PVC.»
— 02:41
«Some brands would have to go all the way up to 15 applications, but most brands get it after five.»
— 04:54
«decreases the likelihood that you're going to get a bad review if you use that to handle all of the negative feedback that people tend to give to your product upfront.»
— 06:04
«Mobile first every time. 75% of traffic on Amazon is mobile.»
— 07:45
«I mean, dude, I'm wearing my glasses and I can't read that.»
— 08:03
«that means 75% of people who land on this listing have no idea what this image is trying to say.»
— 08:16
«the internet just runs on video.»
— 13:51
«It's video on Tik Tok. It's video on Amazon. It's video everywhere. The internet is a video place.»
— 13:57
The video pairs a genuinely specific, tactic-by-tactic teardown of a real listing with top-of-funnel marketing for Rawlings' agency (Sophie Society) and a free lead-magnet guide, interleaving concrete Amazon merchandising mechanics with calls to apply for PPC management.
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