Amazon listing optimization: title formula, bullets and backend keywords

Brand + key feature + product type + size, colour or quantity. Stick to it. Amazon's category style guides differ in detail but never in shape.

Keep it under 200 characters and put nothing in the first 80 that a buyer would not recognise instantly. Titles that get truncated on mobile at a nonsense point lose clicks.

Do not include promotional language, competitor brands, or symbols. These are suppression risks, not clever growth hacks.

Start each bullet with a short capitalised benefit phrase, then explain it in one sentence. 'STAYS HOT FOR 6 HOURS — double-walled vacuum steel keeps coffee drinkable through a full shift.'

Five bullets, each under 200 characters. Cover: the main benefit, the differentiator, the use case, the compatibility or sizing detail, and the reassurance (warranty, returns, materials).

Backend keywords are for the terms you cannot put in visible copy: misspellings, synonyms, alternate regional words, and use-case phrases.

Do not repeat words that already appear in your title or bullets — Amazon indexes them once. Do not use commas as separators inside the field, and never use competitor brand names.