The Role of Listing Optimisation in Sustainable PPC Performance
Effective Amazon PPC cannot operate in isolation. Paid traffic only performs well when it is directed to listings that are structurally sound, clearly positioned, and aligned with buyer intent.
For PPC clients with monthly ad spend above $10,000 (USD), ongoing listing optimisation is included as part of account management. This typically involves targeted refinements to existing content where conversion quality, keyword alignment, or clarity materially impact advertising performance. Driving additional traffic to sub-optimal listings increases costs, weakens keyword performance, and limits the long-term effectiveness of PPC.
My approach to listing optimisation is shaped by more than a decade of auditing thousands of Amazon listings, alongside experience advising PPC agencies, software companies, and optimisation providers, as well as building and leading a 17-person listing agency before focusing exclusively on PPC management.
In practice, even well-established listings benefit from refinement over time. Product ranges evolve, competition changes, and buyer behaviour shifts; and listings must keep pace if paid and organic performance are to remain efficient.
For new product launches, PPC clients can engage in full listing development at a preferential rate. This includes structured copywriting alongside creative direction for designers and photographers, ensuring content, visuals, and positioning are aligned from the outset.
Listing optimisation is offered exclusively as part of ongoing PPC management and is not available as a standalone service.
Below are representative examples of listing changes that have delivered measurable performance improvement.
Case Studies from My Amazon Copywriting Portfolio
ALORVA - Reframing A+ Content to Support Buyer Decision-Making
In the original content, emphasis was placed on secondary features that were unlikely to influence purchasing decisions in an emergency-use context. While accurate, details such as carrying comfort were given prominence over the primary concerns buyers have when evaluating fire protection and document safety.
The revised content re-prioritised messaging around core buyer intent: protection, reliability, and risk mitigation, while establishing relevance and trust early in the page. This shift improved decision clarity for first-time visitors and reduced friction behind paid traffic.
Following these changes, the listing experienced an immediate and sustained increase in sales, supporting stronger keyword positioning and materially improving advertising efficiency.
Original Content:
Optimised Content:
EASYOLOGY - Refreshing Mature Listings Without Disrupting Performance
This brand’s products were already performing well, with several holding Best Seller status. However, the content had remained largely unchanged over time and no longer reflected how buyers engaged with the category.
The objective was not to overhaul what was working, but to refresh positioning in a way that re-engaged attention without introducing unnecessary risk. The approach varied by product, allowing tone and emphasis to reflect buyers' mindsets while maintaining structural consistency across the catalogue.
In categories where a lighter tone was appropriate, messaging was adjusted to introduce warmth and personality without compromising clarity or trust. For more functional products, emphasis remained on benefits and reassurance. Across all listings, the priority was maintaining decision clarity while making the content feel current rather than stale.
The updated A+ header modules shown below illustrate how tonal differentiation was used deliberately, helping established products remain competitive and relevant while improving the performance foundations already in place.
HAPARI - Translating an Established Brand for the Amazon Marketplace
HAPARI is a well-established swimwear brand with significant direct-to-consumer success. Despite this, its Amazon listings relied on functional descriptions and generic bullet points that failed to reflect the brand’s confidence, quality, and positioning.
The challenge was not to reinvent the brand, but to translate it appropriately for Amazon. This required defining a clear voice that balanced clarity with aspiration, and ensuring the listings spoke to how customers actually evaluate fit, comfort, and confidence when shopping for swimwear.
Content was rebuilt across the range to better reflect the brand’s established identity, using more considered language and structure while maintaining decision clarity and trust. The result was a more coherent brand presence on Amazon, aligned with the quality customers already associated with HAPARI elsewhere.
Original listing bullets and product description before optimisation.
Revised listing content structured to reflect brand positioning, improve buyer confidence, and align the Amazon experience with HAPARI’s established identity.
Effective Amazon PPC depends on what happens after the click. Listings that are clearly positioned and structurally sound reduce wasted spend, support keyword relevance, and allow advertising to scale efficiently over time. This is why copywriting and PPC are managed as a single, integrated discipline.