Mark Moldenhauer, Amazon Marketing Consultant at AMZELL, presented ten practical optimization tips at the e-Commerce Day 2025 by Kaufland to increase the conversion rate on Amazon - quick to implement, practice-oriented and profit-maximizing.
Tip 1: Improve offer data - start with inventory
Getting started with content optimization begins in the backend: Amazon automatically displays items with incomplete or missing information in Seller Central under “Inventory > Improve listing data”. If you manage a lot of products, you should first concentrate on your top sellers and prioritize data maintenance there. This helps the algorithm understand the product better, which has a direct impact on visibility.
Tip 2: Ask Rufus - Is your product advice good?
Amazon's AI-supported tool “Rufus” helps users make purchasing decisions. If your product is not described correctly or Rufus answers relevant questions incorrectly, this is a warning signal: the data provided is incomplete or unclear. So: test Rufus, simulate typical user questions and adapt the content. This is how AI becomes an effective digital salesperson.
Tip 3: Attract attention - with optimized cover images
The first product image is crucial for the click and therefore for the conversion. If you manage to convey added value or USPs in the cover image using small visual tricks (e.g. tags, color elements, text modules), you will stand out from the competition and avoid wastage due to irrelevant clicks.
Tip 4: Smart integration of product details
Especially with generic products (such as picnic baskets), small details can make all the difference: Capacity, temperature holding time, certificates or special materials should be directly recognizable in the image - integrated in a visually appealing and compliant way.
Tip 5: Checklist for the image gallery - storytelling in images
Images replace text. In addition to different perspectives, the gallery should also show application scenarios, size comparisons (e.g. with bottles or apples), features and, if applicable, complementary products (cross-selling!). Aim: To tell a complete product story that leads to a purchase.
Tip 6: Upload images in portrait format - optimized for mobile
Still underestimated but proven to increase conversions: portrait format images. They fill the screen better on mobile devices and offer a more intensive product presentation. Those who have not yet implemented this optimization are wasting potential.
Tip 7: Unlock Premium - use 15 content & brand story
By creating a brand story in the A+ content, the premium A+ content is automatically activated. This offers a more homogeneous, consistent presentation without distracting dividers - perfect for an emotionally charged brand experience and to ward off competitor ads on the product page.
Tip 8: Integrate your own comparison table
Amazon automatically displays comparison tables, but without the ability to influence them. If you want to prevent this, you can use your own comparison table in the Premium A+ content to highlight specific product features, present accessories and retain control over the display.
Tip 9: Present bestseller product groups
Your own product groups can be presented effectively as part of the brand story. Up to 19 tiles can be assigned to bestsellers or complementary products - ideal for targeted cross-selling and clear brand positioning.
Tip 10: Use your own images instead of cover images
Many people use standardized main images for the product tiles. These are often meaningless. Instead, specially designed, emotional images can be used to communicate products and brand values more clearly. This turns a mandatory component into a real conversion booster.
Conclusion: Smart levers instead of major changes
Well thought-out Amazon content increases visibility, reduces unnecessary costs and increases the likelihood of purchase. Mark Moldenhauer's ten tips offer practical approaches that can be implemented quickly and effectively. They also show that small interventions can have a big impact if they are implemented in a targeted manner.
