---
name: product-listing-optimizer
description: "สกิลสำหรับการปรับ Product Listing ใช้เมื่อต้องการวางกลยุทธ์ สร้างคอนเทนต์ ปรับ Conversion วิเคราะห์ผล หรือทำงานการตลาดดิจิทัลในหัวข้อนี้ให้เป็นระบบ"
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# การปรับ Product Listing

## When to Use This Skill

Use this skill when you need to:
- Optimize an existing product listing for higher conversion rates
- Write a new product listing from scratch for Amazon, Shopify, Etsy, or other platforms
- Improve SEO and discoverability of product pages
- Audit a product listing against platform best practices

**DO NOT** use this skill for product photography, advertising campaigns, or store-wide SEO strategy. This is for individual product listing copy and optimization.

---

## Core Principle

A PRODUCT LISTING MUST ANSWER EVERY QUESTION A BUYER HAS BEFORE THEY CLICK "ADD TO CART" — MISSING INFORMATION KILLS CONVERSIONS.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Product** | "What product are you listing?" | Must be provided |
| **Platform** | "Where is it listed? (Amazon, Shopify, Etsy, Walmart, other)" | Amazon |
| **Target keywords** | "What search terms should this product rank for?" | Will research |
| **Current listing** | "Share the existing listing URL or copy." | Starting fresh |
| **Unique selling points** | "What makes this product different from competitors?" | Must be provided |
| **Target buyer** | "Who is your ideal buyer? What problem does this solve for them?" | Must be provided |
| **Price point** | "What is the selling price?" | Must be provided |

**GATE: Confirm brief before optimizing.**

---

## Phase 2: Audit (if existing listing)

### Listing Scorecard

Evaluate the current listing on:
- **Title optimization** — keywords, character count, readability (score 1-10)
- **Bullet points** — benefit-driven, scannable, complete info (score 1-10)
- **Description** — compelling, keyword-rich, answers objections (score 1-10)
- **Images** — main image quality, lifestyle images, infographics (score 1-10)
- **Backend keywords** — search terms coverage, no duplication (score 1-10)

For new listings, skip to Phase 3.

**GATE: Present the audit scorecard and confirm optimization priorities.**

---

## Phase 3: Optimize

### Platform-Specific Rules

**Amazon:**
- Title: 150-200 characters, primary keyword first, Brand + Product + Key Feature + Size/Variant
- Bullets: 5 bullets, start each with a CAPITALIZED benefit phrase, 200 characters max each
- Description: Use A+ Content if Brand Registered, otherwise 2,000 character description
- Backend keywords: 250 bytes max, no punctuation, no repeated words from title

**Shopify:**
- Title: Clear and descriptive, 70 characters max for SEO
- Description: HTML-formatted with headers, benefits, specs, and lifestyle context
- Meta description: 155 characters with primary keyword
- Tags: 10-15 relevant tags for internal search and collections

### Deliverables

**1. Optimized Product Title**
- Primary keyword integrated naturally
- Key differentiators visible
- Platform character limits respected

**2. Bullet Points / Key Features**
- 5 benefit-driven bullets (Amazon) or feature list (Shopify)
- Each bullet: benefit statement → supporting feature → specific detail
- Address top buyer concerns and objections

**3. Product Description**
- Opening paragraph: emotional hook connecting to buyer's problem
- Middle: features with benefits, specifications, use cases
- Close: confidence builder (warranty, guarantee, quality assurance)

**4. Backend Keywords / SEO Tags**
- Keyword list not already in the title or bullets
- Long-tail variations and misspellings (Amazon)
- Meta title and meta description (Shopify)

**5. Image Recommendations**
- Main image requirements per platform
- Suggested lifestyle and infographic images
- Alt text for each image slot

---

## Phase 4: Polish

### Conversion Checklist

- [ ] Title includes primary keyword
- [ ] All 5 bullet points are benefit-first
- [ ] Description addresses at least 3 common objections
- [ ] Specs are complete (dimensions, weight, materials, compatibility)
- [ ] Social proof referenced (reviews, awards, certifications)
- [ ] Call to action present in description
- [ ] Backend keywords have no overlap with visible copy
- [ ] Mobile preview checked (how does it look on phone?)

### Performance Monitoring

Track weekly for 30 days post-optimization:
- Impressions, clicks, conversion rate
- Keyword ranking changes
- Review sentiment for new information-related complaints

---

## Example 1: Amazon Product Listing (Kitchen Gadget)

**Title:** "ProChop Vegetable Dicer — 12-in-1 Food Chopper with 8 Blades, Catch Container, and Non-Slip Base — Dishwasher Safe Kitchen Prep Tool for Onions, Tomatoes, Potatoes"
**Bullet 1:** "CUTS PREP TIME BY 70% — Dice, slice, and chop vegetables in seconds instead of minutes with 8 interchangeable stainless steel blades."

## Example 2: Shopify Product Listing (Digital Course)

**Title:** "The Freelancer's Pricing Masterclass"
**Description opening:** "Stop undercharging and start earning what you're worth. This self-paced course gives you the exact frameworks, scripts, and calculators 2,000+ freelancers have used to raise their rates by an average of 40%."

---

## Anti-Patterns

- **Keyword stuffing** — unreadable titles crammed with keywords hurt conversion. Write for humans first, algorithms second.
- **Feature-only bullets** — "Made of stainless steel" is a feature. "Never rusts or stains — looks brand new for years" is a benefit. Lead with benefits.
- **Missing specifications** — "Will this fit my XYZ?" If the listing does not answer, the buyer leaves. Include every relevant spec.
- **Ignoring mobile** — 70%+ of Amazon shoppers browse on mobile. Only the title and first 3 bullets are visible without scrolling.
- **Copy-paste from manufacturer** — generic manufacturer descriptions do not sell. Rewrite with your buyer's language and concerns.

---

## Recovery

- **No keyword data:** Use Amazon search autocomplete, Etsy search suggestions, or Google Keyword Planner for free keyword research.
- **Product has no clear differentiator:** Focus on the buying experience — warranty, customer support, fast shipping, or bundled extras.
- **Listing conversion is low despite optimization:** Problem may be price, images, or reviews, not copy. Diagnose which element is the bottleneck.
- **Platform rejected the listing:** Review platform-specific content policies. Common issues: prohibited claims, restricted keywords, or formatting violations.
